The Most Expensive Problem You're Not Solving
You've optimized your calendar. Your team. Your tech stack. Your fundraising process. You've hired executive coaches, performance consultants, and nutritionists. But if you're sleeping poorly, you're undermining every single one of those investments.
Poor sleep at the executive level isn't a personal inconvenience — it's a business liability. Every board meeting you walk into under-slept, you're making worse decisions. Every negotiation you run on six hours is costing you clarity. Every investor pitch you deliver while exhausted is leaving conviction on the table.
The research is clear: sleep deprivation impairs judgment, emotional regulation, and creative problem-solving — the exact skills that determine whether you succeed or fail at the highest levels. A single bad decision made while sleep-deprived can cost more than a year of coaching.
Sleep isn't a wellness luxury. It's the highest-ROI performance investment an executive can make. Full stop.
The Executive Sleep Problem
High-performers are uniquely bad at sleep. Not because they don't understand its importance intellectually, but because every aspect of the executive lifestyle actively works against it. Late-night deal flow. Red-eye flights across time zones. Back-to-back dinners. The phone that never stops. The mind that won't turn off at midnight because you're replaying the day's decisions and gaming out tomorrow's moves.
Then there's the culture. The “I'll sleep when I'm dead” mentality that still permeates boardrooms, founder circles, and trading floors. Wearing sleep deprivation like a badge of honor. Bragging about 4 AM wake-ups while conveniently omitting the 1 AM bedtime.
Here's what the data actually says: after 24 hours without sleep, your cognitive performance is equivalent to a blood alcohol concentration of 0.10% — legally drunk in every jurisdiction. After just four nights of sleeping six hours instead of eight, your cognitive impairment is equivalent to pulling an all-nighter. Studies from Harvard Medical School estimate that sleep deprivation costs American companies over $63 billion per year in lost productivity.
And it compounds. Unlike a bad quarter, chronic sleep debt doesn't show up on a dashboard. You don't feel yourself getting worse — you just normalize operating at 60% and call it your baseline. You stop remembering what sharp actually feels like.
You wouldn't run your company on 60% of its resources. Why are you running your brain on 60%?
The ROI of Optimized Sleep
Let's talk about this in the language you actually think in — returns.
Decision Quality
The prefrontal cortex — the part of your brain responsible for executive function, risk assessment, and strategic thinking — is the first region impaired by sleep loss. Optimized sleep means sharper decisions on the things that actually move the needle: capital allocation, hiring, M&A, product strategy.
Emotional Regulation
Sleep-deprived leaders are measurably more reactive, less empathetic, and worse at reading social cues. That means more friction in meetings, worse negotiations, and team dynamics that erode over time. One night of good sleep improves amygdala-prefrontal cortex connectivity — you literally become a better leader.
Creative Problem-Solving
REM sleep is where your brain connects disparate ideas and generates novel solutions. Every founder knows that breakthroughs don't come from grinding harder — they come from clarity. REM sleep is the biological mechanism behind that clarity.
Physical Energy & Presence
Your team reads your energy before they read your Slack messages. When you show up physically depleted, it cascades through your organization. Optimized sleep gives you sustained energy, better physical recovery, and the kind of presence that inspires confidence.
Longevity
You're building something that compounds over decades. Poor sleep is associated with increased risk of cardiovascular disease, Alzheimer's, metabolic dysfunction, and shortened lifespan. Longevity is the ultimate long-term investment — and sleep is its foundation.
The Real Calculation
The full-month coaching program costs $8,888. One bad hire costs $250K+. One blown negotiation costs millions. One missed insight during a board meeting can alter the trajectory of your company. If optimized sleep prevents a single poor decision this quarter, the ROI is orders of magnitude.
Stop treating sleep as the leftover hours
It's the operating system everything else runs on.
Get StartedWhat Executive Sleep Coaching Includes
This isn't a generic sleep hygiene checklist. Everything is designed around the executive lifestyle — the travel, the unpredictability, the stakes.
Travel & Jet Lag Protocol
Custom pre-flight, in-flight, and arrival protocols. Hotel room optimization. Time zone transition strategies that get you performing within hours, not days. Whether you're doing London to Singapore or a three-city US roadshow, your sleep stays dialed.
Schedule-Aware Timing
Your protocol adapts to your calendar, not the other way around. Board meeting at 7 AM? Dinner with investors at 10 PM? We design around your commitments to ensure you're optimally rested for the moments that matter most.
Unlimited Text Access
Real-time adjustments when plans change — because they always do. Flight delayed? Unexpected late dinner? A quick message and we recalibrate your protocol on the spot. No waiting for your next scheduled call.
Confidential & Discreet
Everything we discuss stays between us. No public testimonials required. No social media exposure. Many of my clients are public figures who value absolute discretion. Your sleep data, your challenges, your protocol — all confidential.
Your Schedule, Not Mine
Calls happen when they work for you. Early morning, late evening, weekends — I'm building around your life, not fitting you into mine. Whether you're in New York, Dubai, or Tokyo, we make it work.
How It Works
Audit
We start with a comprehensive assessment of your current sleep architecture, schedule, travel patterns, environment, health markers, and goals. I review your wearable data (Whoop, Oura, Apple Watch — whatever you use) and identify exactly where the leaks are. Most executives are surprised by how much signal is hiding in their data.
Design
Based on the audit, I build a custom sleep protocol tailored to your specific lifestyle, biology, and schedule. This isn't a template — it's an architecture designed for your exact situation. It accounts for your travel calendar, meeting cadence, dietary preferences, and non-negotiables.
Implement
We execute the protocol together. I guide you through every change — timing, environment, supplements, light exposure, temperature, wind-down routines — in a sequence that minimizes disruption to your existing workflow. Most clients start seeing measurable improvements within the first week.
Optimize
Once the foundation is in place, we iterate. I monitor your data, adjust for travel disruptions or schedule changes, and progressively dial in every variable. This is where we push from good sleep to elite sleep — the 90+ scores that compound into a completely different level of daily performance.
Who This Is For
Executive sleep coaching is for people whose performance doesn't just affect themselves — it affects teams, companies, portfolios, and outcomes for many people. If how you show up tomorrow matters at scale, this is for you.
- CEOs and C-suite executives
- Startup founders and co-founders
- Managing partners at funds and firms
- Venture capitalists and angel investors
- Professional athletes and elite performers
- High-net-worth individuals optimizing longevity
- Board members and senior advisors
- Entrepreneurs scaling high-growth companies
Investment
Three options depending on where you are and how deep you want to go. Many clients expense executive sleep coaching to their company under executive wellness or professional development — it's a legitimate performance investment.
The Magic Sauce PDF
The complete sleep optimization protocol in written form. Everything you need to understand the system and start implementing it yourself. Same framework I use with private clients, fully documented. If you're the type who reads the manual first, start here.
Get the PDFSingle Session
A focused 45-minute 1:1 coaching call. Comprehensive sleep audit, personalized protocol design, environment optimization, and a clear action plan you can start executing immediately. Ideal if you want expert guidance but prefer to implement independently.
Book a SessionFull Month
4 weeks of intensive 1:1 coaching. Weekly deep-dive calls, unlimited text access for real-time adjustments, daily data monitoring, travel protocol management, and progressive optimization. Comes with a 90+ sleep score guarantee. This is the full transformation.
Start the ProgramYour Coach
I'm Mili (Maximilian Rehn). I hold an MSc from Aalto University in Finland, where I studied at the intersection of technology, data analytics, and human neuroscience.
For most of my adult life, I never cared about sleep. Then I discovered the Blueprint protocol and everything changed. I went from treating sleep as an afterthought to consistently hitting 100% Whoop sleep scores — and the impact on my cognitive performance, energy, and quality of life was profound. I now work with executives and high-performers to implement the same systems.
Frequently Asked Questions
Can I expense this to my company?
Yes. Many of my clients expense sleep coaching under executive wellness, professional development, or performance optimization budgets. If your company invests in executive coaching, leadership development, or health benefits, this typically qualifies. I can provide a professional invoice with appropriate categorization. Several clients have told me their CFO approved it without hesitation once they framed it as a performance investment rather than a personal expense.
What about my travel schedule?
Travel is one of the primary reasons executives seek out this coaching. I build dedicated travel protocols — pre-flight preparation, in-flight optimization, and arrival routines for rapid time zone adjustment. We also optimize hotel environments (lighting, temperature, blackout solutions) and plan around your specific itinerary. Clients who travel weekly tell me this alone is worth the investment. You'll stop losing two or three days to jet lag every trip.
How much time does this actually take?
The coaching calls are 45 minutes weekly for the full-month program. Beyond that, you're not adding time to your day — you're restructuring time you're already spending. You already have a bedtime routine (even if it's a bad one). You already spend the last hour before bed doing something. We're optimizing existing time, not creating new obligations. Most clients tell me they actually gain time because they need fewer hours in bed to achieve better sleep, and their productive hours become significantly more effective.
Is this completely confidential?
Absolutely. I work with public figures, fund managers, and founders who value discretion above all else. Your identity, your data, your challenges, and any details about your health or lifestyle are never shared — not in case studies, not on social media, not with anyone. No public testimonials are required or expected. If you need a formal NDA, I'm happy to sign one before we begin.
What if I have a medical sleep issue like sleep apnea?
I'm a sleep optimization coach, not a physician. If I suspect an underlying medical condition during our audit — like sleep apnea, restless leg syndrome, or a circadian rhythm disorder — I'll recommend you consult with a sleep medicine specialist. That said, many medical sleep issues go undiagnosed precisely because no one is looking at the data carefully. Several clients have discovered treatable conditions through our work together that their doctors had missed. Once the medical issue is addressed, we optimize everything else around it.
What's the 90+ sleep score guarantee?
For Full Month clients using a compatible wearable (Whoop, Oura, or similar), I guarantee you'll consistently hit 90+ sleep scores by the end of our four weeks together. If you follow the protocol and don't reach that threshold, we continue working together at no additional cost until you do. I stand behind the system because it works — I hit 100% Whoop scores consistently, and the same principles apply to every client.
Your Competitors Are Sleeping Better Than You
The best executives in the world have figured out that sleep is the ultimate edge. While you're grinding through another foggy Tuesday morning, someone in your market is waking up at full capacity — sharper, calmer, and making better decisions.
The question isn't whether you can afford to invest in your sleep. It's whether you can afford not to.