Anna West

Anna West has a background in sports science, specializing in sleep, recovery, and well-being, and is also a registered nurse.

In recent years, Anna West has worked at the intersection of research, elite sports, the military, and corporate performance with a specific mission: To ensure that knowledge about the circadian rhythm, sleep, stress, and performance doesn’t get lost in academic papers, but is transformed into actionable strategies that can help people change bad habits and ultimately understand how they can use sleep to consistently improve their performance.

“A bad sleep habit is like a soft bed—super easy to get into, and so hard to get out of!”

In 2016, Anna West founded the high-performance consulting firm Sleep2perform. Sleep2perform has already advised several European soccer clubs and Olympic sports teams, as well as major organizations, CEOs, and executives, all of whom seek to optimize their competitive performance.

Anna West’s experience working with sleep across a range of elite sports teams and leadership organizations enables her to tailor her approach to the specific sleep challenges of individual sports and industries.

At Sleep2perform, Anna West combines her in-depth scientific expertise with extensive practical experience working with world-class organizations to develop integrated sleep optimization programs tailored to the individual needs and circumstances of each client, helping them optimize their personal and professional performance.

Sleep2perform’s clients include, among others, the German Football Association (men’s and women’s teams), Arsenal FC, Brentford FC, AC Milan, the English national rugby team, the Swiss national ice hockey team, and the IMD.

"Sleep is the biggest low-hanging fruit in performance optimization and the cheapest and most natural performance enhancer on the market."

Anna West shares her expertise with BLACKROLL and uses the brand’s products—such as pillows, blankets, and mattresses—in her work with clients.