The Inactive Company

What The Inactive Company does

The Inactive Company is an Atlanta, Georgia-based sleep performance company co-founded in 2019 by Lori Oliver (CEO) and Jill MacRae, both former Spanx executives. It designs, manufactures and distributes the Inactivators™ Performance Sleep Mask, a patented five-layer mask combining 100% light blocking (Tru-Dark technology), thermoregulating materials, pressure-free eye zones for REM sleep protection, a hardware-free self-adjusting strap, and Airlite breathable construction. The flagship mask is priced at $45 and is sold direct-to-consumer via the company's e-commerce site, in Equinox Hotels, and through select retail placements. Product efficacy is validated through partnerships with the University of Georgia (80% of football players reported sleeping longer and better), CPT Labs, and an Emory Healthcare IRB-approved veteran sleep study (one-third of post-9/11 veterans noticed immediate improvements).

The company operates a hybrid B2C/B2B model. On the enterprise side, it has supplied Inactivators to the NFL Players Association since March 2022 (NFL Draft, Rookie Premiere, PAIR Program, IR Guide) and provides bulk masks to NFL and college football programs; nine NFL teams each received 75 masks for the 2025 overseas season, with named college customers including University of Georgia, Clemson, Auburn, Tennessee, TCU and Maryland. On the consumer side, the company has expanded its catalog to include the Inactivewear™ sleepwear line (Sleep Top $75, Sleep Short $65, Sleep Pant $95) featuring infrared and temperature-regulating fabrics, and a Sleep 7 Playbook educational guide. The company also distributes through a First Responders Foundation partnership launched in October 2025 and runs event-driven demand generation via the NATA convention, Equinox Hotels Global Sleep Symposium, and PR in Athletech News and regional outlets.

The Inactive Company is privately held, bootstrapped with no outside capital, and headquartered in Atlanta. Revenue mechanics consist entirely of one-time hardware purchases and negotiated B2B team contracts, with no subscription or recurring component. Its strategic priorities visible in the data are deepening the pro-sports channel, broadening into first-responder and veteran healthcare verticals, and expanding the product line from a single mask to a full sleep-performance system.

Name

The Inactive Company

Legal name

The Inactive Company

Website

https://inactiveco.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

The Inactive Company is an Atlanta-based sleep performance company that designs and sells the patented Inactivators™ Performance Sleep Mask and complementary Inactivewear™ sleepwear, serving professional and college athletes, veterans, first responders, and wellness-focused consumers via DTC e-commerce and sports team partnerships.

Ownership category

akta.pro rank

Product category

Sleep Products

akta.pro primary industry

Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

akta.pro secondary industry

Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses) (CRAIABAH)

Keywords

• Performance sleep mask
• Sleep accessories
• Performance sleepwear
• Athletic recovery products
• Sleep optimization products

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Inactivators Sleep Mask Sales: One-time purchase of the Inactivators performance sleep mask at $45 per unit, sold directly to consumers via the company website and through select retail/hospitality partners such as Equinox Hotels.
2. Inactivewear Sleepwear Sales: Sale of the Inactivewear performance sleepwear collection including the Sleep Top ($75), Sleep Short ($65), and Sleep Pant ($95), sold directly to consumers via the company website.
3. NFL/College Team B2B Sales: B2B supply of bulk Inactivators masks to NFL and college sports teams. Each NFL team overseas receives 75 masks per season. Teams can also order customized masks with team logos.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

The Inactive Company designs, manufactures, and sells the patented Inactivators™ Performance Sleep Mask — a five-layer engineered mask priced at $45 that delivers 100% light blocking, built-in cooling, pressure-free eye zones, and a hardware-free self-adjusting strap. The company extends the line with the Inactivewear™ Performance Sleepwear collection (sleep top, short, and pant) and supports it with the Sleep 7 Playbook educational guide, distributing through D2C e-commerce, retail and hospitality partners such as Equinox Hotels, and B2B supply agreements with NFL, college, and high school athletic programs.

Product overview

The Inactive Company is a sleep performance company offering a portfolio of products centered around their patented Inactivators™ Performance Sleep Mask, complemented by the Inactivewear™ Performance Sleepwear collection (tops, shorts, and pants) and the Sleep 7 Playbook educational guide. The Inactivators mask serves as the core flagship product, while the sleepwear line and playbook provide complementary support for an integrated sleep optimization system.

Differentiator

Problem solved

Functional benefit

Brands

• Inactivators™: The first performance sleep mask featuring Tru-Dark technology for 100% blackout, built-in cooling, pressure-free eye zones, and self-adjusting straps. Priced at $45 for individual consumers.
• Inactivewear™

Products and services

• Inactivators™ Performance Sleep Mask The flagship patented five-layer performance sleep mask priced at $45 per unit, sold to individual consumers via inactiveco.com and to NFL and college sports teams in bulk. Features Tru-Dark 100% light blocking, built-in cooling temperature regulation, pressure-free eye zones for REM sleep protection, self-adjusting hardware-free straps, customizable nose sculpting, and Airlite breathable construction. One size fits all.
• Inactivewear™ Performance Sleep Top Unisex performance sleep top priced at $75, sold through inactiveco.com, made from black-out Performance Jersey fabric with built-in temperature regulation, infrared technology, anti-microbial and anti-odor properties, quick-dry construction, and a relaxed fit. Sized XXS to 4XL and shipped with a travel pouch.
• Inactivewear™ Performance Sleep Short Unisex performance sleep short priced at $65, sold through inactiveco.com, featuring fit-flexible elastic waistband and side pockets, designed to work with the sleep cycle and circadian rhythm using temperature-regulating technology. Sized XXS to 4XL.
• Inactivewear™ Performance Sleep Pant Unisex performance sleep pant priced at $95, sold through inactiveco.com, featuring fit-flexible elastic waistband, side pockets, straight leg cut, and temperature-regulating technology for deeper, longer sleep. Sized XXS to 4XL.

Quantifiable outcome

• 80% of UGA football players slept longer and better using Inactivators in a three-week study
• +4 more outcomes

Named customers23 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• First Responders FoundationcoreGTM or Marketing Partner · 1 October 2025In honor of First Responders Day on October 28, The Inactive Company announced a partnership with the First Responders Foundation to promote the sleep health of first responders nationwide. Throughout October 2025, the company donates 15% of its sales to the Foundation and offers customers 25% off the Inactivators Performance Sleep Mask using promo code RESPOND25.
• NFL Players Association (NFLPA)flagshipStrategic or Co-development Partner · 1 March 2022Since March 2022, The Inactive Company has worked with the NFLPA, integrating Inactivators into key initiatives such as the NFL Draft, NFLPA Rookie Premiere, the NFLPA PAIR Program for injured reserve players, the IR Guide, and other health and wellness programs. This is the second year the NFLPA has chosen Inactivators as a performance and wellness tool for teams competing abroad.
• Emory Healthcare Veterans ProgramcoreStrategic or Co-development PartnerAn ongoing veteran sleep study paired with Inactivators, conducted with the Emory Healthcare Veterans Program. An IRB-approved two-week study with post-9/11 veterans found that one-third noticed immediate sleep improvements. The company supports veterans who are four times more likely to suffer from insomnia and sleep disorders.
• Equinox HotelscoreStrategic or Co-development PartnerDeveloped in collaboration with Equinox Hotels as a hospitality and performance brand. The product was featured at the second annual Equinox Hotels Global Sleep Symposium in New York City on May 1. Inactivators are available for purchase at Equinox Hotels locations for luxury travelers.
• Harvard Sleep SymposiumminorStrategic or Co-development PartnerThe co-founders validated their product criteria with the Harvard Sleep Symposium on what the body needs to fall and stay asleep, translating that into tangible features in the mask design.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/InactiveCo
• LinkedInlinkedin.com/company/the-inactive-company
• Instagraminstagram.com/the_inactive_co

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Inactive Company