How are energy investors positioned?
Introduction & Market Context
Sleep Cycle AB (SLEEP) presented its Q2 2025 interim results on August 22, 2025, revealing a company navigating revenue challenges while maintaining strong profitability. The stock fell 6.61% following the announcement, reflecting investor concerns over declining subscriber numbers and revenue. Despite these challenges, Sleep Cycle continues to position itself at the forefront of sleep technology, with a strategic expansion into the sleep apnea market.
The company frames its mission around improving global health through sleep management, operating in what it describes as the transition from reactive to proactive healthcare solutions.
As shown in the following slide outlining the company’s mission and market recognition:
Quarterly Performance Highlights
Sleep Cycle reported a 2.2% year-over-year decline in paying subscribers to 878,000, while average revenue per user (ARPU) fell 3.9% to 271 SEK. Net sales decreased by 2.9%, though when adjusted for foreign exchange effects, the decline was limited to 0.6%. Despite these challenges, the company maintained a strong EBIT margin of 28.4%.
The key financial metrics for Q2 2025 are summarized in the following slide:
A bright spot in the quarterly results was partnership revenue, which grew 68% year-over-year and now represents 9% of total net sales. This growth highlights the company’s successful diversification beyond direct consumer subscriptions.
The following chart illustrates the trends in paying subscribers and net sales:
Sleep Cycle has maintained strong profitability despite the revenue challenges. The company reported an EBIT of 18 million SEK for Q2 2025, with an adjusted EBIT margin above 25% for six consecutive quarters, demonstrating operational efficiency and cost management.
The EBIT and adjusted EBIT trends are visualized in this slide:
Strategic Initiatives
Sleep Cycle is pursuing a strategic expansion into the sleep apnea market, which it identifies as a significant opportunity with 950 million people affected worldwide and 80% remaining undiagnosed. This move represents a shift from a pure consumer app to a more comprehensive health technology platform.
The following slide illustrates the sleep apnea market opportunity:
The company’s strategy is built on three pillars: User Acquisition, User Engagement, and Platform and Data. This framework guides Sleep Cycle’s approach to growth, retention, and monetization.
As shown in the company’s strategic framework:
Sleep Cycle is developing its "Powered by Sleep Cycle" platform to enable integration of its technology into other health solutions. This B2B approach represents a significant expansion of the company’s business model beyond direct consumer relationships.
The platform capabilities are highlighted in this slide:
To advance its sleep apnea initiative, Sleep Cycle has launched a clinical study led by sleep scientist Dr. Gradisar and AI expert Dr. Kågebäck. This scientific approach underscores the company’s commitment to evidence-based solutions as it enters the healthcare market.
Detailed Financial Analysis
Despite the overall revenue decline, Sleep Cycle maintained a strong margin of 28.4% in Q2 2025. The company attributes this resilience to efficient cost management and the growing contribution of high-margin partnership revenue.
When comparing the first half of 2025 to the same period in 2024, Sleep Cycle achieved FX-adjusted net sales growth of 0.5%, suggesting that the revenue decline is moderating. The majority of sales are recognized over 12 months, providing some revenue stability despite the current challenges in new subscriber acquisition.
The company’s product features continue to focus on sleep quality improvement, with tools like Sleep Aid, Sleep Talk, and Mind Relaxation forming the core value proposition for users.
The app’s features and value proposition are illustrated in this slide:
Forward-Looking Statements
Sleep Cycle is positioning its expansion into sleep apnea screening as a "strategic leap into a multi-billion market." The company emphasizes three benefits of this strategy: expanding its total addressable market, building new high-margin revenue streams, and opening doors to B2B partnerships and health markets.
The strategic market expansion is outlined in this slide:
The company frames its future in the context of healthcare evolution, positioning itself in what it calls "Healthcare 3.0" – a proactive, personalized approach to health management. This vision guides Sleep Cycle’s product development and market positioning as it seeks to overcome current revenue challenges.
While the presentation maintains an optimistic tone about future prospects, the market reaction suggests investors remain cautious. The stock’s 6.61% decline following the earnings announcement indicates concerns about the company’s ability to reverse the subscriber and revenue trends in the near term.
Nevertheless, with a strong EBIT margin, growing partnership revenue, and strategic initiatives in sleep apnea technology, Sleep Cycle is attempting to build long-term value while navigating current market challenges. The success of these initiatives will be crucial for the company’s future growth trajectory.
Full presentation:
This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.