Richard Downs, DDS, FAGD, FICOI, D-ASBA

What Richard Downs, DDS, FAGD, FICOI, D-ASBA does

Sleep Balance Academy, operated by Richard D. Downs D.D.S., P.C., is a Dubuque, Iowa-based dental sleep medicine education and medical device distribution platform founded in 2018 by Dr. Richard Downs and Dr. Joseph Zelk. The company targets dentists and chiropractors as its primary customers, offering PACE-approved continuing education courses (over 46 hours of airway-centered CE content), a curated catalog of FDA-cleared non-CPAP sleep therapy devices, home sleep test sensors, telemedicine consultation services with board-certified sleep physicians, and a subscription-based Inner Circle membership community. The platform functions as a one-stop procurement and education channel for sleep medicine tools, integrating practitioner training, device distribution, telemedicine interpretation, and medical billing collaboration in a single storefront.

The technology stack centers on third-party FDA-cleared medical hardware that the company resells, including eXciteOSA (NMES daytime tongue-muscle therapy, $1,550), iNAP (oral negative pressure, $1,199 starter kit), BongoRx (EPAP nasal device, $299), SleepImage Ring (cardiopulmonary coupling diagnostics, $375), NightOwl (fingertip photoplethysmography/actigraphy sensor, $195), Circul+ Smart Ring (Sensor Stabilization Technology wellness ring, $295), iBreath ($75), and Myerson EMA mandibular advancement appliances (from $2,500). Underlying the distribution and service business is a Squarespace-based e-commerce storefront at sleepbalanceacademy.com, a separate learning management system at learn.sleepbalanceacademy.com for PACE-approved courses, and a telemedicine service platform that connects practitioners with sleep medicine physicians for HST interpretation, Letters of Medical Necessity, and prescriptions across insurance and self-pay pathways covering all U.S. states.

Sleep Balance Academy operates a multi-stream revenue model combining one-time hardware sales (with recurring consumables such as 90-day replacement mouthpieces, seals, and drypads), telemedicine professional service fees (starting at $60), course enrollment fees, and a recurring Inner Circle subscription ($29/month or $149/6 months) that drives practitioner loyalty and engagement. Distribution runs through direct-to-practitioner e-commerce with U.S. domestic fulfillment and international shipping to Canada, supported by a 7-person organization that coordinates operations, education, telemedicine administration, and clinical faculty programs. The business is founder-led, bootstrapped with no disclosed external capital, and operates as a private professional corporation under Iowa law.

Name

Richard Downs, DDS, FAGD, FICOI, D-ASBA

Legal name

Richard D. Downs D.D.S., P.C.

Website

https://sleepbalanceacademy.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Sleep Balance Academy, operated by Richard D. Downs D.D.S., P.C., is a Dubuque, Iowa-based platform equipping dentists and chiropractors with PACE-approved sleep medicine courses, FDA-cleared non-CPAP therapy devices, telemedicine interpretation, and a subscription community for obstructive sleep apnea practice integration.

Ownership category

akta.pro rank

Product category

Sleep Medicine Services

NAICS

Educational Support Services (61171), Offices of Physicians (6211)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Sleep Health & Recovery Education (EDAAAHAE)

akta.pro secondary industries

Respiratory & Sleep Therapy Equipment (Oxygen, CPAP/BiPAP, Nebulizers) (HSABAKAD), Pulmonology & Sleep Medicine Telemedicine Platforms (HLALAGAF)

Keywords

• Dental sleep medicine
• Sleep apnea devices
• Continuing education
• Airway health
• Telemedicine consultations

Headquarters

HQ city

Dubuque

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Physical Medical Device Sales: Sleep Balance Academy operates an e-commerce storefront selling third-party FDA-cleared sleep therapy medical devices and accessories. Products include eXciteOSA ($1,550), iNAP Starter Kit ($1,199), BongoRx ($299), NightOwl ($195), SleepImage Ring ($375), Circul+ Ring ($295), iBreath ($75), oral appliance accessories, and replacement parts. Revenue is one-time per product with recurring replacement cycles (mouthpieces every 90 days, seals every 90 days, drypads consumables). The company is a reseller/distributor of third-party products.
2. Online Courses and Continuing Education: Sleep Balance Academy offers PACE-approved online courses for dentists and chiropractors in dental sleep medicine. Over 46 hours of PACE-approved CE credits are available. The Air Institute Core Course in Sleep Medicine covers advanced airway-focused education. Revenue is generated through course enrollment fees on the platform (learn.sleepbalanceacademy.com).
3. Telemedicine Consultation Services: The company facilitates telemedicine services administered by board-certified MDs including Dr. Joseph Zelk and other sleep medicine specialists. Services include interpretation of home sleep tests, issuance of Letters of Medical Necessity (LMN), and prescriptions for sleep apnea treatments. Telemedicine services start at $60. Multiple service tiers exist: Insurance Telemed (Tx/Rx included), Non-Insurance Telemed, Mail-Order HST with insurance coverage, Mail-Order HST non-insurance, and standalone consultations (Re-Interpretation, Follow-Up, BongoRx Consult).
4. SBA Inner Circle Membership Subscription: Monthly or semi-annual subscription membership offering exclusive pricing on diagnostic and therapy tools, member-only pricing and free shipping, $30 discount for SBA courses, private community support, and clinical resource library. Monthly: $29/month. Semi-annual: $149/6 months. Auto-renewal is enabled with 24-hour cancellation window.
5. Book Sales: Sale of the co-authored book 'Beautiful Faces: The Architects of Enhanced Attractiveness and Improved Human Breathing' by Dr. Richard Downs and Dr. Joseph Zelk for $25.95 per copy. Addresses the relationship between airway health, sleep, and facial beauty.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Sleep Balance Academy sells FDA-cleared CPAP-alternative medical devices, hosts an online Academy platform offering more than 46 hours of PACE-approved continuing education for dentists and chiropractors, and operates a telemedicine service that connects practitioners with board-certified sleep medicine physicians for HST interpretation, diagnosis, Letter of Medical Necessity, and prescription services. The company also runs the SBA Inner Circle subscription membership providing practitioners exclusive pricing, free shipping, course discounts, and a private clinical community.

Product overview

Sleep Balance Academy is a multi-product platform operated by Richard D. Downs D.D.S., P.C., offering a portfolio of FDA-cleared sleep therapy medical devices, telemedicine services, educational courses, and an Inner Circle membership. The core device portfolio includes eXciteOSA (daytime NMES therapy for snoring/OSA), BongoRx (EPAP nasal device), iNAP Sleep Therapy System (oral negative pressure device), iBreath (oral habit-training device), EMA Oral Snore Appliance (mandibular advancement device), and NasalAid (nasal dilator). Diagnostic tools include NightOwl (fingertip home sleep sensor), SleepImage Ring (FDA-cleared CPC-based sleep test ring), and Circul+ Smart Ring (adjustable wellness ring). Telemedicine services connect practitioners with board-certified sleep physicians for HST interpretation, diagnosis, LMN, and prescriptions across insurance and self-pay pathways. The Academy provides over 46 hours of PACE-approved CE courses for dentists and chiropractors, while the SBA Inner Circle membership offers professional discounts and exclusive resources.

Differentiator

Problem solved

Functional benefit

Products and services

• eXciteOSA Daytime Therapy Device FDA-cleared daytime therapy device using Neuromuscular Electrical Stimulation (NMES) to strengthen tongue and upper airway muscles, reducing primary snoring and mild OSA. Used for 20 minutes daily via an app-controlled mouthpiece, with HSA/FSA eligibility.
• BongoRx Sleep Therapy Starter Kit FDA-cleared EPAP (Expiratory Positive Airway Pressure) nasal device that uses the user's own breath to keep the airway open during sleep, serving as an alternative to CPAP for mild-to-moderate OSA.
• iBreath Oral device built on the iNAP design that uses gentle self-suction to stabilize the tongue against the upper jaw, retraining mouth-breathing habits and encouraging nasal breathing.
• iNAP Sleep Therapy System - Starter Kit FDA-cleared medical device using oral negative pressure (suction) to stabilize the tongue and soft tissues, keeping the airway open during sleep without masks or forced air. Starter Kit includes console, oral interface, saliva container, tubing, charger, and 3-month supply of dry pads.
• Circul+ Smart Ring Adjustable medical-grade wellness ring with patented Sensor Stabilization Technology (SST) providing continuous SpO2, heart rate, and sleep stage tracking; firmware-upgradeable for ECG, HRV, and blood pressure monitoring.
• SleepImage Ring FDA-cleared home sleep test device using Cardiopulmonary Coupling (CPC) technology to diagnose OSA in adults and children ages 2+, measuring AHI, SpO2, sleep architecture, and total sleep time.
• NightOwl Home Sleep Study World's smallest FDA-cleared fingertip home sleep sensor using photoplethysmography and actigraphy to track respiratory events, SpO2, and heart rate over multiple nights.
• EMA Oral Snore Appliance Custom-fit dental device using Mandibular Advancement (EMA) to treat snoring and OSA by gently pulling the lower jaw forward, keeping the airway open during sleep. Uses elastic straps in 9 lengths and 4 rigidity levels.
• NasalAid Nasal Dilator - Pack of 6 Reusable nasal dilator with stainless steel wire elements that gently expands nasal passages from within to reduce snoring, congestion, and improve airflow.
• Beautiful Faces Book Book co-authored by Dr. Richard Downs and Dr. Joseph Zelk exploring the connection between airway health, obstructive sleep apnea, facial development, and human beauty.
• Telemedicine Services Board-certified sleep medicine telemedicine platform offering insurance and self-pay pathways for home sleep test interpretation, diagnosis, Letter of Medical Necessity (LMN), and prescriptions. Services start at $60 with multiple tiers including Insurance Telemed (Tx/Rx included), Non-Insurance Telemed, Mail-Order HST (Insurance and Non-Insurance), and standalone consultations.
• SBA Inner Circle Membership Subscription membership offering exclusive pricing on diagnostic and therapy tools, member-only pricing, free standard shipping, a $30 discount on SBA courses, a private community, and a clinical resource library.
• SBA Academy Courses Online educational platform offering over 46 hours of PACE-approved continuing education for dentists and chiropractors in dental sleep medicine, airway development, and interdisciplinary care. Includes the Air Institute Core Course in Sleep Medicine and covers EPAP, myofunctional therapy, combination therapies, HSTs, titration, and Department of Transportation OSA solutions.
• OraCare Health Rinse Two-bottle oral rinse system using Activated Chlorine Dioxide for daily oral hygiene, available exclusively to healthcare professionals at wholesale cost.

Quantifiable outcome

• eXciteOSA clinical trials show significant reduction in snoring intensity and apnea events through NMES muscle training.
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

15 partnerships are on record, tiered core and minor.

• CE ApprovedcoreStrategic or Co-development PartnerCE Approved is a Joint Program Provider approval entity that co-implements PACE-approved continuing education with Sleep Balance Academy. As a PACE-approved provider, CE Approved enables SBA to award FAGD/MAGD credit to dentists completing sleep medicine courses.
• Dr. Joseph Zelk / Sleep Medicine Group / AIR InstitutecoreStrategic or Co-development PartnerDr. Joseph Zelk serves as Medical Director of Sleep Balance Academy, co-administrator of the Academy platform, and co-founder of the educational curriculum alongside Dr. Richard Downs. Dr. Zelk also serves as Medical Director for the AIR Institute and Sleep Medicine Group, aligning sleep physicians with SBA's telemedicine and educational programs.
• AIR Institute (Airway, Invisalign, and Rejuvenation Institute)coreStrategic or Co-development PartnerFounded by Dr. Geoff Skinner, the AIR Institute collaborates with Sleep Balance Academy to teach doctors worldwide advanced dental and sleep medicine therapies. The institute incorporates upper-airway expansion strategies, Invisalign-based approaches, MARPE, and laser therapies into the SBA curriculum. SBA's Air Institute Core Course in Sleep Medicine is developed in collaboration with Dr. Skinner.
• Somnics (iNAP)coreChannel Partner/ Reseller/ DistributorSleep Balance Academy is a reseller/distributor of Somnics' iNAP Sleep Therapy System, iNAP Oral Interface (I07), Dry Pads, Saliva Container, Tubing, and Silencer. The iNAP is an FDA-cleared oral negative pressure device for OSA treatment. SBA stocks and ships iNAP products directly to practitioners and patients.
• eXciteOSA (Somnics)coreChannel Partner/ Reseller/ DistributorSleep Balance Academy resells eXciteOSA Daytime Therapy devices and replacement mouthpieces. eXciteOSA is an FDA-cleared NMES device for daytime snoring and mild OSA treatment. SBA stocks and sells the device ($1,550) and replacement mouthpieces ($150) through its e-commerce platform.
• BongoRx (EPAP Device)coreChannel Partner/ Reseller/ DistributorSleep Balance Academy resells the BongoRx EPAP sleep therapy device ($299) and replacement accessories (headgear $25, nasal seals). BongoRx is an FDA-cleared EPAP device for mild-moderate OSA, offered as a CPAP alternative. SBA also facilitates a specific BongoRx Consult telemedicine pathway.
• NightOwl Home Sleep TestcoreChannel Partner/ Reseller/ DistributorSleep Balance Academy resells the NightOwl fingertip home sleep sensor ($195) as part of its telemedicine service catalog. The NightOwl is offered as a device option within the Mail-Order HST services. It is described as the world's smallest home sleep sensor using photoplethysmography and actigraphy.
• SleepImage RingcoreChannel Partner/ Reseller/ DistributorSleep Balance Academy resells the SleepImage Ring ($375) using Cardiopulmonary Coupling (CPC) technology for OSA diagnosis. The device is FDA-cleared for adults and children ages 2+ and is offered as a device option in Mail-Order HST telemedicine services for both adult and pediatric patients.
• Circul+ Smart RingminorChannel Partner/ Reseller/ DistributorSleep Balance Academy resells the Circul+ Smart Ring ($295), an adjustable medical-grade wellness ring with patented Sensor Stabilization Technology (SST). The ring tracks SpO2, sleep stages, heart rate, and temperature, with firmware-upgradeable ECG/HRV/blood pressure monitoring coming. SBA offers a dedicated Circul+ Ring Trial course.
• Myerson (EMA Oral Appliance)coreChannel Partner/ Reseller/ DistributorSleep Balance Academy resells the EMA (Elastic Mandibular Advancement) Oral Snore Appliance from Myerson (from $2,500). SBA also sells Myerson EMA replacement straps in packs of 25 ($60) in multiple lengths (13-21mm) and rigidity levels (White/Yellow/Blue/Clear). The EMA is a custom-fabricated device using interchangeable elastic straps.
• NasalAid Nasal DilatorminorChannel Partner/ Reseller/ DistributorSleep Balance Academy resells NasalAid Nasal Dilator (pack of 6 for $90, originally $120). NasalAid is a precision-engineered nasal dilator using stainless steel wire elements, designed to widen nasal passages for snoring, allergies, and deviated septum relief. It is reusable and adjustable.
• OraCare ProductsminorChannel Partner/ Reseller/ DistributorSleep Balance Academy resells OraCare Health Rinse ($254, case of 8 sets), an oral cleanser using Activated Chlorine Dioxide. The product is sold only to healthcare professionals at wholesale cost using referral code JZ42. OraCare's development is underpinned by Dr. Downs' research into volatile organic compounds and viral factors in periodontitis.
• DefenderShield Medical Advisory BoardminorOthersDr. Russell Kort, a faculty member of Sleep Balance Academy, chairs the DefenderShield medical advisory board. DefenderShield focuses on EMF radiation protection products. This advisory role connects EMF hypersensitivity and sleep disruption research to SBA's educational content.
• Fotona LasersminorOthersDr. Geoff Skinner, SBA faculty and AIR Institute founder, is a key opinion leader for Fotona Lasers. SBA incorporates laser therapies (NightLase/Naselase) into its curriculum for sleep apnea treatment, connecting to Fotona's laser technology platform.
• CandidProminorOthersDr. Geoff Skinner, SBA faculty and AIR Institute founder, is a key opinion leader for CandidPro. SBA incorporates Invisalign-based approaches to airway development into its curriculum, leveraging the CandidPro clear aligner platform.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ResMed: ResMed is the dominant manufacturer of CPAP devices and broader sleep apnea solutions; while SBA focuses on CPAP alternatives, ResMed sets the competitive benchmark against which non-CPAP offerings are evaluated.
• American Academy of Dental Sleep Medicine (AADSM): AADSM is the leading professional membership organization in dental sleep medicine, offering CE-accredited education, guidelines, and certification for dentists — a broader incumbent in the same educational niche SBA targets.
• Itamar Medical: Itamar Medical (acquired by ZOLL) offers the WatchPAT home sleep testing device, overlapping with SBA's diagnostic portfolio (NightOwl, SleepImage Ring) and the broader home sleep test category.

Direct peers

• Dental Sleep Solutions: Dental Sleep Solutions provides dental sleep medicine education, implementation services, and appliance distribution for dentists integrating sleep apnea care, making it a comparable practitioner enablement platform.
• Sleep Group Solutions: Sleep Group Solutions offers dental sleep medicine education, home sleep testing services, and practice implementation support for dentists — a closely comparable practitioner-focused platform with overlapping curriculum and services.
• Vivos Therapeutics: Vivos Therapeutics provides both FDA-cleared oral appliances for sleep apnea and practitioner training/education in dental sleep medicine, directly overlapping with SBA's combined education-plus-device model targeting dentists.
• ApneaMed: ApneaMed provides home sleep testing, telemedicine-based diagnosis, and CPAP alternatives through a practitioner network — comparable as a sleep medicine services and device platform with overlapping telemedicine workflows.

Emerging players

• Somnics: Somnics is the manufacturer of the iNAP Sleep Therapy System, which SBA resells. As the upstream device maker, Somnics is partially comparable but could also choose to bypass SBA with direct-to-practitioner distribution.
• Signifier Medical Technologies: Signifier Medical Technologies developed the eXciteOSA daytime NMES therapy device that SBA resells; comparable as a device partner and adjacent as an emerging player in the daytime OSA therapy category.
• SleepImage: SleepImage develops the FDA-cleared Cardiopulmonary Coupling-based sleep diagnostics ring that SBA resells; comparable as a diagnostics technology partner and partially as a competing home sleep test vendor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/richarddownsddsfagdficio

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Richard Downs, DDS, FAGD, FICOI, D-ASBA