The Sleep Lady
The Sleep Lady is a founder-led parenting coaching business providing gentle, non-cry-it-out sleep and potty training services to parents of children from newborn through age 6, delivered via a global network of certified coaches and packaged coaching products priced from $175 to $350.
- Company typePrivate
- Founded1995
- HeadquartersAnnapolis, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Sleep Lady does
The Sleep Lady (legal entity Sleep Lady Solutions, LLC) is a privately held, founder-operated parenting-coaching business founded in 1995 by Kim West, MSW, a Licensed Clinical Social Worker, and headquartered in Annapolis, Maryland. The company provides gentle, non-cry-it-out sleep coaching services to parents of children from newborn through age 6, anchored on two proprietary methodologies: the Sleep Lady Shuffle (a gradual parental-presence fading method for children 6 months to 6 years) and Baby-Led Sleep Shaping and Coaching (a pre-training approach for newborns 0-5 months). Service delivery is performed through a global network of certified Gentle Sleep Coaches trained in Kim West's methods, with the company itself maintaining a 1-10 employee core staff. The product portfolio spans tiered 1:1 coaching packages ($175-$350), a $47 self-paced Gentle Potty Coaching online course, free 15-minute assessment calls as the lead-conversion mechanism, published books, and a free 194-page Newborn Sleep Planner digital journal. The company also operates a separate Gentle Sleep Coach Certification Program (gentlesleepcoach.com) that trains external professionals in the proprietary methodology and feeds the worldwide coach directory.
The business model combines professional-services revenue (1:1 coaching) with one-time digital product sales (online courses), book royalties, and affiliate commissions through the Amazon Associates Program. The go-to-market motion is content-led and consultative: an extensive blog, "The Gentle Parenting Show" podcast, and active social channels (Instagram, Facebook, Pinterest, YouTube) drive top-of-funnel traffic; free assessment calls qualify leads; and standardized paid packages convert them. Distribution is asset-light, with no mobile app, no public API, and no disclosed enterprise or B2B contracts — the customer base is entirely long-tail individual consumers. Brand recognition is the primary commercial asset, reinforced by 25 years of category presence, major-network media appearances (Dr. Phil, Good Morning America, Today Show, CNN, TLC, NBC), and registered trademarks on "The Sleep Lady," "Sleep Lady Shuffle," and "Baby-Led Sleep Shaping and Coaching." No external institutional investment, funding rounds, or M&A activity are disclosed.
The Sleep Lady firmographics
Firmographics- Name
- The Sleep Lady
- Legal name
- Sleep Lady Solutions, LLC
- Website
- https://sleeplady.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Sleep Lady is a founder-led parenting coaching business providing gentle, non-cry-it-out sleep and potty training services to parents of children from newborn through age 6, delivered via a global network of certified coaches and packaged coaching products priced from $175 to $350.
- Ownership category
- akta.pro rank
The Sleep Lady industry classification
Industry- Product category
- Pediatric Sleep Coaching
- NAICS
- Educational Support Services (61171), Child and Youth Services (62411)
- SIC
- Services-Child Day Care Services (8351)
- akta.pro primary industry
- Overnight Sleep Coaching & Night-Weaning Support (Non-Clinical) (HSAAADAI)
- akta.pro secondary industries
- Sleep Health Coaching (HSADAGAE), Infant & Toddler Sleep, Feeding & Diapering Support Programs (EDACAGAJ)
Keywords
Where The Sleep Lady is headquartered
LocationHeadquarters
- HQ city
- Annapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Sleep Lady business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- 1:1 Sleep Coaching Services: Personalized one-on-one coaching packages where certified Gentle Sleep Coaches (trained by Kim West) provide consultations, customized sleep plans, ongoing support via chat/text, and follow-up calls. Packages range from single consultations to comprehensive 3-month programs.
- Digital Courses and Products: Online video courses including the Gentle Potty Coaching course sold as self-paced digital products, plus digital sleep journals and guides.
- Affiliate Revenue: The company participates in the Amazon Services LLC Associates Program, earning fees by linking to Amazon.com and affiliated sites for recommended sleep and parenting products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | One-time | Free initial consultation call to assess needs |
| Subscription | One-time | Single consultation with customized sleep plan for children 6 months-6 years |
| Subscription | One-time | Comprehensive coaching package with ongoing support for children 6 months-6 years |
| Subscription | One-time | 3-month personalized coaching program for newborns (0-7 months) |
| One time/ perpetual license | One-time | Self-paced video course for gentle potty training |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
The Sleep Lady product offering
Product offeringCore offering
The Sleep Lady provides one-on-one gentle sleep coaching services for parents of newborns through 6-year-olds using proprietary methodologies including the Sleep Lady Shuffle (for 6 months to 6 years) and Baby-Led Sleep Shaping (for 0-5 months). The company also offers a self-paced Gentle Potty Coaching course, related books, free digital resources, and a coach certification program that trains professionals in its proprietary methods.
Product overview
The Sleep Lady is a parenting coaching company founded by Kim West, MSW, offering two primary service lines: sleep coaching and potty training. Sleep coaching services are structured into age-specific packages—Newborn packages (The Calm Cradle for 0-5 months) and 6-months-to-6-years packages (The Sleepy Star at $175 and The Sleep Overhaul at $350)—with a free 15-minute Sleep Assessment Call as the entry point. The company also offers a Gentle Potty Coaching Course ($47) and free Potty Coaching Assessment Calls. Core methodologies include the Sleep Lady Shuffle (for 6 months+) and Baby-Led Sleep Shaping (for newborns). Additional offerings include books (Good Night Sleep Tight, The Sleep Lady's Gentle Newborn Sleep Guide), a free Newborn Sleep Planner digital journal, and a Gentle Sleep Coach Certification & Training Program. The company operates through a network of certified coaches trained by Kim West and has a reported 98% success rate.
Differentiator
Problem solved
Functional benefit
Brands
- Gentle Potty Coaching: A gentle approach to potty training developed by Kim West and her team, designed as an intuitive toilet learning method that is stress-free, non-punitive, shame-free, culturally competent, gender-inclusive, and temperament-based.
- Sleep Lady Shuffle
- Baby-Led Sleep Shaping and Coaching
Products and services
- The Sleepy Star A sleep coaching package for children 6 months to 6 years old that includes a 60-minute initial consultation, customized sleep plan based on intake form review, digital copy of the 'Good Night Sleep Tight' book, and age-appropriate resources for the child's specific sleep situation.
- The Sleep Overhaul A comprehensive sleep coaching package for children 6 months to 6 years that includes a customized sleep plan, password-protected Interactive Board for daily feedback, chat/text support with 24-hour response time, a final 30-minute call, and one follow-up call usable within 1 year.
- The Calm Cradle A 3-month sleep coaching program for newborns (0-5 months, up to 7 months) that includes an intake form, online consultation, three months of personalized written sleep plans, a Personal Interactive Board, written daily feedback via sleep logs, chat/text support with 24-hour response time, and digital copies of the newborn sleep guides.
- Sleep Assessment Call A free 15-minute one-on-one call with a certified Gentle Sleep Coach for personalized verbal guidance on a child's sleep struggles; requires completion of a sleep intake form prior to the call and serves as the entry point to paid coaching packages.
- Gentle Potty Coaching Course A self-paced online video course that teaches gentle, intuitive toilet learning methods; designed to be stress-free, non-punitive, shame-free, culturally competent, gender-inclusive, and temperament-based, and priced at $47.
- Potty Coaching Assessment Call A free assessment call with a Gentle Potty Coach to discuss potty training challenges and explore how coaching support can help.
- Gentle Sleep Coach Certification Program A professional training and certification program that prepares participants to become certified Gentle Sleep Coaches trained in Kim West's proprietary Sleep Lady methodology; certified coaches are listed in the worldwide directory used to deliver the company's 1:1 coaching services.
Quantifiable outcome
- 98% success rate
- +2 more outcomes
Companies that use The Sleep Lady
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles4 records
The Sleep Lady technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Sleep Lady partnerships and signals
Strategic signalScale indicators3 records
Recent moves1 record
Expansion highlights5 records
The Sleep Lady competitors and assessment
Company assessmentEmerging players
- Huckleberry: App-based infant and toddler sleep tracking and personalized guidance platform; competes for the same parent wallet with a lower-friction, tech-mediated model including optional 1:1 expert chat, directly crowding The Sleep Lady's entry tier.
Broad incumbents
- Owlet: Connected baby monitoring and consumer health brand offering the Owlet Dream product plus sleep insights and parent resources; overlaps on sleep content and tracking but operates across a broader consumer baby-tech portfolio.
- Nanit: Smart baby monitor and connected nursery platform with sleep-tracking analytics and content/coaching add-ons; broadly competes for the same parent sleep-outcomes budget with a hardware-plus-data model rather than human-led gentle coaching.
Others
- The Bump: Large-scale pregnancy and parenting content and services platform with sleep-related editorial and partner-served coaching options; meaningfully competes for the same parent search-and-discovery traffic that drives The Sleep Lady's top-of-funnel.
Direct peers
- Taking Cara Babies: Founder-led gentle sleep coaching brand offering digital courses and 1:1 coaching for infants 0-24 months, taking a non-cry-it-out approach that overlaps almost exactly with The Sleep Lady's core positioning and target demographic.
- Family Sleep Institute: Training and certification body for infant and child sleep consultants with a member directory serving families; analogous to The Sleep Lady's Gentle Sleep Coach Certification & Training Program and a direct supply-side peer for credentialed sleep coaches.
- The Baby Sleep Site: Long-standing sleep consulting service for babies and young children providing personalized sleep plans and 1:1 consultations in the same category and price band as The Sleep Lady's coaching packages.
- Tinyhood: Pediatric sleep coaching and parenting class platform offering live and on-demand sleep consultations and courses for infants/toddlers - the closest marketplace-style peer to The Sleep Lady's 1:1 package offering.
- Moms on Call: Infant and toddler sleep and schedule consulting offering books, plans, and 1:1 consultations aimed at the 0-4 year demographic - overlapping with The Sleep Lady on parent coaching for sleep with a published methodology similar to Sleep Lady Shuffle.
Regional players
- Sage Pediatrics: Pediatric practice offering sleep-related content and 1:1 support for families in its region; competes with The Sleep Lady in the parent coaching layer but from a clinical-pediatric base.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Sleep Lady social profiles
Digital presenceThe Sleep Lady financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Sleep Lady leadership team
Management profileNumber of profiles
Profiles3 records
The Sleep Lady funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Sleep Lady M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Sleep Lady
What does The Sleep Lady do?
The Sleep Lady provides one-on-one gentle sleep coaching services for parents of newborns through 6-year-olds using proprietary methodologies including the Sleep Lady Shuffle (for 6 months to 6 years) and Baby-Led Sleep Shaping (for 0-5 months). The company also offers a self-paced Gentle Potty Coaching course, related books, free digital resources, and a coach certification program that trains professionals in its proprietary methods.
Is The Sleep Lady a public or private company?
The Sleep Lady is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Sleep Lady founded?
The Sleep Lady was founded in 1995. It employs 1 to 10 people.
Where is The Sleep Lady based?
The Sleep Lady is headquartered in Annapolis, United States, in the North America region.
How does The Sleep Lady make money?
Three revenue lines are on record. 1:1 Sleep Coaching Services are the primary driver. The others are digital Courses and Products and affiliate Revenue.
Who are The Sleep Lady's main competitors?
Huckleberry is listed as an emerging player. Broad incumbents are Owlet and Nanit. The Bump is listed as an others. Direct peers are Taking Cara Babies, Family Sleep Institute, The Baby Sleep Site, Tinyhood and Moms on Call. Sage Pediatrics is listed as a regional player.
Does The Sleep Lady have an API?
No public API is recorded for The Sleep Lady.
What industry is The Sleep Lady in?
The Sleep Lady's product category is Pediatric Sleep Coaching. Its primary akta.pro industry code is HSAAADAI, Overnight Sleep Coaching & Night-Weaning Support (Non-Clinical), with a secondary code of HSADAGAE, Sleep Health Coaching. Its NAICS code is 61171 and its SIC code is 8351.