Silent night – the art of a good night's sleep

Not just his own ability to get a good night's kip, but his endeavour to get everyone sleeping better.

And there isn't much that the 30-year-old doesn't know about sleep and the best ways to achieve a solid eight hours – if that's what you need.

"Sleep is fundamental to our wellbeing," says James. "So many people suffer from disturbed sleep and it could be something as simple as getting the correct pillow or getting the right temperature which could solve their problems."

Sleep is in his blood. His grandfather started a bed manufacturer and when they sold out in 1984, James's family started a bed and mattress importing business and the young James sold them to bed shops, but he didn't like what he found.

"It was all about how much money people could make out of customers rather than how could their needs be best served," says the young businessman.

"I just felt it wasn't right, I felt that people were being ripped off and their problems just weren't being addressed. It used to wind me up. As an industry, we should have been helping people to get a good night's sleep rather than just selling them the most expensive mattress we could."

James set about researching sleep more thoroughly.

According to the Sleep Council, one in five of us suffers from lack of sleep and only one in 10 of us say we always sleep well. Only recently, researchers have discovered that people who sleep fewer than six hours a night are more likely to die early.

Another recent study showed that nearly three-quarters of British workers are struggling to get a full night's sleep because of work worries. In a survey of 3,000 adults, 69 per cent said that work problems make it difficult to sleep. Even when we do drop off to sleep, the survey revealed that one in three dreams about work at least twice a week. The survey also showed that 39 per cent wake up at least once during the night fretting about their careers.

"A lot of people who have sleep problems don't like going to the doctor because they think it is a trivial matter or that they will just be given sleeping tablets which can make things worse because it doesn't deal with the reason why the person isn't sleeping in the first place. But sleep deprivation becomes ingrained," he says.

"Sleep comes low down on people's priority list but you only need three things to live – food, water and sleep.

"There are 'sleep doctors' about, giving advice but not offering solutions in the form of devices that might actually help them. I wanted to create a one-stop-shop where people felt happy to come and get free, confidential advice about their sleep problems and also try out some of the products we have. To find the right one for them."

James set up an on-line advice and products shop www.welovesleep.co.uk ago as well as a blog (www.thesleepgeek.wordpress.com) and last month opened his first high street "Sleep Solutions Centre" in Sheffield.

"I feel it is important that people can actually talk to someone face to face and try things out and that just doesn't work on-line."

James, his girlfriend, Amy, or a small panel of friends with known sleep issues, try out all the sleep devices before James will stock them or recommend them to clients.

They include an anti-snore belt and T-shirt.

"After a few drinks, I am guilty of snoring, so when I get in I put on the belt which simply stops me rolling onto my back and snoring," says James. "Snoring may sound simple, but it is one of the main causes of couples not sleeping together and can be solved so simply. Often it is a very small thing that takes over your life."

James does a lot of networking and mentoring of young people wanting to go into business. "I believe we are entering a new type of business arena," he says. "People are looking for a more ethical approach. I call it responsible retailing. What happened with the banks and the subsequent recession has made everyone think hard. I speak to a lot of young business people and they feel the same way as me. There is going to be much more to business than just what you can make out of people."

Rather than salesmen in his Sleep Solutions Centre, James wants to employ people with an interest and background in health and fitness.

Everyone making an appointment at the new Sheffield centre will be given a 30-minutes to an hour consultation, when they will be asked about their sleep problems and given the chance to try out some of the products.

One of James's main pieces of advice for people who struggle to sleep is to remember there are no rules that fit everyone.

"Remember you are an individual," he says. "Everyone is different and there are no set rules around sleep. Some people can drink copious amounts of caffeine or alcohol and still get refreshing sleep. Some people can function fine on four hours while other need 10 or more. As long as you wake feeling refreshed and fall asleep easily, then you are sleeping well."

However, he does firmly believe that without the right mattress everyone would struggle to sleep well.

"Buying a mattress can be a big investment so you want to make sure it is the right one. When choosing a mattress use the hand test to evaluate whether the mattress offers you enough support," says James.

"Lie on the bed flat on your back and try to force your hand between the mattress and the bottom of your back. If it slides in easily between the mattress and your back it won't offer you enough support. If it is difficult to get it in between it is offering you enough support."

Getting the right pillow is also essential and James is still bewildered by people who buy cheap pillows and keep them for years.

"Try your pillow before you buy! You wouldn't think of buying a coat without trying it on, so why would you buy a pilllow?

"They are the hardest thing to get right in the bedroom and often the depth of the pillow may be right but the feel isn't.

"If you are not going to buy new pillows when you buy your mattress, take your existing ones with you, so you get a true sense of what your sleep environment will feel like."

As for James, although he sleeps well, he admits he is still in search of that elusive perfect pillow.

JAMES'S SLEEP TIPS

Hydration is very important to ensure you get a good night's sleep. Drinking plenty of water throughout the day (but don't gulp it, just lots of little sips) will help you sleep better during the night.

Exercise can also make a difference to the quality of your sleep and can really help if you are struggling to sleep. It releases hormones such as serotonin that help you feel relaxed and helps switch off your brain from the stresses and strains of the working day.

If you are struggling to sleep try and reduce the amount of stimulants in your daily life. Don't drink caffeine after about 6pm (for some people this may be after midday or even not at all) and maybe try green tea, which has a lower caffeine amount in it and also releases that caffeine more slowly so you don't get a high and then feel tired after. If you are feeling tired during the day or struggling to sleep, cut out alcohol from your diet. Alcohol is a relaxant that helps you go to sleep but its stimulating effects make it harder for your brain to get the deep refreshing sleep we all need to be able to function the next day.

During the day, take the time to de-stress. If you feel tired take a few minutes to clear your brain. Try breathing techniques that slow your heart rate and leave you feeling more relaxed. Make sure you de-stress before bed.

If you wake up in the night and can't get back to sleep, or struggle to get to sleep, remove all distractions from the bedroom. Put your mobile phone in another room, or turn it to sleep mode if you use it as an alarm. Clock watching is something I come across a lot, remove all clocks from the room and just use an alarm; this will stop you worrying about how little sleep you are getting. Finally, tidy your bedroom; a more organised room will make you feel more content

and relaxed in your bedroom.

If you nap during the day, (it is a great way to refresh yourself) make it less than 20 minutes or more than two hours.

Sleep Solutions Centre Unit 10, Devonshire Business Park, 78 Eldon Street, Sheffield S1 4GT.