Science Meets Comfort: Revolutionizing the Mattress Industry with Evidence-Based Innovation

Innovation meets science as the mattress industry seeks to bridge the gap between comfort, performance, and consumer trust!

In this insightful episode of The FAM podcast, host Mark Kinsley catches up with Mike Magnuson as he delves into groundbreaking developments in the mattress industry, focusing on the collaboration between GoodBed and Dow, a global leader in material science.

Together, they explore how science and data can revolutionize how mattresses are tested, moving beyond subjective reviews toward measurable, evidence-based criteria. This collaboration aims to give manufacturers, retailers, and consumers more accurate and detailed insights into mattress performance, especially concerning temperature regulation, comfort, and durability. Additionally, the discussion touches on the growing influence of e-commerce platforms and how the industry needs to evolve to stay competitive.


  1. Collaboration with Dow: GoodBed’s partnership with Dow has led to the development of innovative testing methods, measuring key mattress characteristics with unprecedented precision. This will help consumers make informed decisions based on objective data rather than subjective opinions.
  2. Industry Disruption: The rise of e-commerce platforms like Amazon is changing the mattress industry, pushing the focus toward price and star ratings rather than quality and longevity. The industry needs to respond by emphasizing the value of well-made products.
  3. Objective vs. Subjective Measures: Comfort is subjective, but factors like heat dissipation, cushioning depth, and mattress conformity can now be measured scientifically, enabling manufacturers to prove their products’ value and helping retailers reduce return rates by better matching consumers with the right mattresses.

  1. “The answer is not universal… one person who says they use phase change material and another who says the same thing sound exactly alike, but they don’t always perform the same.”
  2. “E-commerce platforms like Amazon are an existential threat, selling low-end products with high ratings, which confuses consumers into thinking they are getting high quality.”
  3. “The RSA (Retail Sales Associate) has one of the toughest jobs in the industry because they must overcome a massive distrust from consumers who are increasingly skeptical of the value offered by traditional retailers.”

Key Quotes:

  1. “We developed a test that allowed us to assess how heat and moisture are experienced by the sleeper. Essentially, we are putting heat into the mattress, measuring how much it absorbs before reaching an equilibrium, and analyzing its impact on the sleeper’s comfort.”
  2. “We can help manufacturers who invest in innovation get the credit they deserve, allowing their products to stand out in a crowded market. This will benefit the industry, consumers, and retailers alike by shifting the conversation from price to performance.”

Action Items:

  1. Adopt Evidence-Based Testing: Manufacturers and retailers should incorporate the objective measurements developed through GoodBed and Dow’s collaboration to better educate consumers on mattress performance.
  2. Educate Consumers on Value: Retailers need to emphasize the long-term value of quality mattresses versus low-cost alternatives, helping consumers understand the trade-offs in comfort, durability, and health.
  3. Improve RSA Training: Equip retail staff with scientific data to build trust and close sales more effectively. Provide training on how to communicate the importance of objective mattress characteristics to reduce return rates.
  4. Expand Consumer Engagement: Leverage websites and POP (point of purchase) materials to disseminate this objective information, building trust and enhancing the shopping experience.

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