Sleep tech firm expands into sports analytics
Resmed enters motorsports analytics through NASCAR driver Tyler Reddick’s sleep apnea treatment, leveraging CPAP tech for performance insights.
Resmed, a manufacturer of CPAP machines, has expanded into motorsports through a sponsorship arrangement linked to an unexpected alignment: its leading NASCAR driver, Tyler Reddick, had already been using its products before the partnership was finalized.
Reddick, who currently tops the NASCAR Cup Series standings with five victories this year, was diagnosed with sleep apnea and relied on a Resmed CPAP machine long before the company and 23XI Racing formalized their collaboration in late August. This timing proved advantageous for Resmed, which had been in discussions to secure its first major U.S. sports sponsorship with the racing team.
The coincidence was so striking that John Barger, head of global brand at Resmed, recalled thinking, “Guys, I know we’re kind of in the middle of this thing, but first of all, we need to make sure that Tyler has what he needs.” The organic connection became a defining factor in sealing the deal, ensuring Reddick’s treatment needs were prioritized from the start.
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The arrangement was facilitated by John Canaday, a former executive with experience at Live Nation, Raise, and ASM Global. NASCAR’s extensive travel schedule—featuring multi-night events across the country—made the sport an ideal fit for a company whose devices help manage sleep disturbances during travel and demanding periods. Barger noted that sleep becomes particularly critical during these periods, as both athletes and fans often experience disrupted sleep patterns from irregular schedules and high-stress environments.
Sleep apnea’s hidden epidemic and missed diagnoses
Sleep apnea extends beyond the individual diagnosed. John Barger, head of global brand at Resmed, explained that fatigue, loud breathing, and exhaustion are frequently dismissed, even when they indicate an underlying condition. According to the National Council of Aging, 80% of people with sleep apnea go undiagnosed, a gap the company seeks to address through awareness campaigns. Barger emphasized that the issue often goes unnoticed because people normalize symptoms like snoring or chronic tiredness, failing to recognize them as potential warning signs of a serious condition.
Founded over three decades ago in Australia, Resmed now employs more than 10,000 people worldwide. It entered sports sponsorship last year with support for the British and Irish Lions rugby tour of Australia. The Reddick partnership marks its first U.S. motorsports deal, utilizing an athlete at the height of his career to challenge misconceptions about who requires sleep apnea treatment. The company’s approach prioritizes education, as many potential users remain unaware of their condition due to persistent stigma.
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Breaking stigma with NASCAR’s rising star
Barger emphasized that stigma remains a significant barrier. “When you hear sleep apnea, people are like, ‘Oh my gosh, not a CPAP. I’m not middle-aged. I’m not overweight,’” he said. “The reality is it doesn’t discriminate.” The partnership with Reddick, a high-profile athlete, aims to dismantle these assumptions by showcasing how sleep disorders can affect anyone, regardless of age or physical condition.
Though financial details of the agreement were not revealed, Resmed has committed through the end of the season. The collaboration will feature narratives about Reddick’s diagnosis, treatment journey, and how sleep disorders impact his family, highlighting that these conditions affect more than just the person experiencing them. Barger stressed that the campaign will also focus on the broader ripple effects, including how untreated sleep apnea can strain relationships and daily functioning for those closest to the individual.
With the deal set to conclude at season’s end, Resmed will assess whether motorsports can become a lasting platform for raising awareness about sleep apnea, potentially expanding its outreach beyond traditional channels. The company’s publicly traded status and global reach position it to scale similar initiatives if the partnership proves effective in engaging new audiences.
