For a long time, the conversation around human performance has been built on the wrong question, driven by a very human tendency to patch up problems rather than solve them.
“How do we increase energy?”
“How do we improve focus?”
“How do we recover faster?"
But when you step back and look at the clinical data, it becomes a different story.
Sleep, specifically consistent sleep and wake timing, doesn't just improve one outcome; instead, it affects several different physiological systems:
- Glucose tolerance and insulin sensitivity (Morris et al., 2015; Leproult et al., 2014)
- Inflammatory load (hs-CRP) (Morris et al., 2017)
- Cortisol rhythm and circadian hormone timing (Scheer et al., 2009)
- Appetite regulation and metabolic signalling (Scheer et al., 2013; Qian et al., 2019)
This isn't hypothetical
Human-controlled trials demonstrate that desynchronising your sleep timing results in impaired Glucose metabolism, increased insulin resistance, elevated inflammatory burden, and disrupted cortisol rhythmicity, regardless of whether you are sleeping less than before (Scheer et al., 2009; Morris et al., 2015; Leproult et al., 2014).
In summary, you can be getting 7-9 hours consistently, but if your wake and sleep times are sporadic, the biological impact is significant.
“Around 69% of UK adults may average the recommended 7–9 hours of sleep, but far fewer achieve that consistently across the week. In one large UK study, only 15% slept within that range on at least five nights per week, highlighting that sleep timing and regularity matter just as much as total duration” (Scott et al., 2024).
Furthermore, studies evaluating the impact of stabilising bedtime over 2 weeks have shown reductions in 24-hour and nighttime blood pressure, with improvements in daytime diastolic pressure (Thosar et al., 2025).
As stated previously, this has major implications because it shows that sleep is not solely an individual’s ability to “recharge,” but rather it is a core regulatory mechanism of the body.
Problem: The Structural Disruption Caused by Modern Life
Where things become much more significant is here.
Most individuals do not have a “sleep disorder” in the clinical sense.
They have a sleep timing and regularity problem (St-Onge et al., 2025; Scott et al., 2023).
- Inconsistently timed awakenings
- Late evening exposure to artificial lighting
- Use of stimulants to suppress fatigue
- High cognitive and emotional loads continuing into the night
- Unpredictable meal consumption
In short:
The system responsible for regulating all aspects of the physical body, the circadian system, is being disturbed or disrupted every day.
And when this system is disrupted, its consequences are visible in the exact places where clinicians assess overall health:
- Blood glucose (Morris et al., 2015)
- Blood pressure (Morris et al., 2017; Thosar et al., 2025)
- Inflammation (Morris et al., 2017)
- Cognitive performance (Chellappa et al., 2018)
- Emotional regulation (Chellappa et al., 2020; Qian et al., 2022)
Biological markers do not lie.
Why “Fix Your Sleep” Is Not Enough
If the solution were simply “go to bed earlier,” then everyone would already be some way to being fixed.
But they’re not.
Sleep is not something you activate at night, or in many cases, can just choose to do.
It is the output of everything that occurs across a 24-hour period. If that input is wrong the output isn't going to be great.
You can't separate:
- Light exposure in the morning (Gooley et al., 2011)
- Daytime stress and arousal
- Timing of nutrient intake (Wehrens et al., 2017)
- Cognitive demand
- Nervous system state
From what happens at 10:30pm. Those have all set the stall, so to speak.
Sleep is nothing more than the final expression of a 24-hour process.
Which means:
Don't attempt to “fix” sleep at night.
Instead, look to stabilise the system across the day so that great sleep is possible.
“Sleep timing irregularity is one of the most important upstream contributors to sleep disturbance, poor sleep quality, and short sleep in modern life.”
This Is Why We Developed HMN24
HMN24 was not built to “improve sleep,” “boost energy,” or “enhance focus” as isolated outcomes.
It was built to solve a different problem, one that is identifiable across all human beings:
How do you stabilise human biology across a 24-hour cycle in a world that constantly disrupts it?
Once you understand the science, the gap becomes obvious.
Energy products push stimulation. Sleep products push sedation. Focus products push neurotransmitters. Any petrol/gas station globally will have temporal solutions to all of them in every shape or form. Drinks, gummies, gum, bars.....
Almost none address:
- Timing
- Regulation
- System-wide biological stability
And in many cases, they make the problem worse.
That chronic tiredness in the car on your commute home, you grab an energy drink for, lets callk it safety purposes but that in turn has just disrupted your sleep.
Low energy mid-afternoon? Caffeine solves the immediate problem, but even when consumed 6 hours before bed, it can still disrupt sleep architecture (Drake et al., 2013).
It won’t necessarily stop you from falling asleep. But the reason you so heavily rely on it (this is where denial becomes a thing), is that you're not recovering.
So it gets repeated.
Not occasionally.
Habitually.
Until it becomes a chronic loop:
More stimulation = later sleep.
Poor sleep = more stimulation
Repeat.
That loop is now normalised and, in many cases, culturally embedded.
Caffeine and alcohol are the two most common examples: one used to artificially elevate arousal, the other to suppress it.
Both impairing sleep quality in measurable ways.
Caffeine has been shown to reduce total sleep time by around 45 minutes, cut sleep efficiency by 7%, and reduce deep sleep. Alcohol, even at relatively low doses, reduces REM sleep and disrupts sleep architecture across the night. (Weibel et al., 2023; Ebrahim et al., 2013; Thakkar et al., 2015)
But we continue.
We become reliant.
The System We Built
HMN24 was built around three governing principles:
1. Circadian Modulation
Supporting the alignment of biological rhythms across the day, not just at night.
This is not about forcing sleep. It is about anchoring the day correctly so sleep can emerge naturally.
HMN24 supports this through time-specific inputs across the day. Each product is intended to be anchored around your regular wake and sleep patterns and aligned with the biological initiators of our circadian cycle (light and dark)
The diagram above shows how the products fit into this predictive cycle. Each works with and supports the biological requirements at different stages of the day, seamlessly flowing into the next.
2. Arousal State Management
Helping the nervous system transition appropriately between states:
- Morning > controlled arousal and focus
- Afternoon > sustained output without overstimulation
- Evening > progressive downregulation
- Night > improved latency, architecture, and sleep quality
3. Jet Lag Mitigation (Domestic and Global)
Recognising that most people are not just “tired”, they are operating in a state of chronic circadian disruption, even without travel.
Modern life constantly shifts schedules.
The objective is not perfection.
It is rapid realignment and mitigation.
The HMN24 system moves with your biology. RISE works as a morning anchor and is designed to complement light exposure and to support phase shifting.
Jet lag mitigation reduces the physiological and cognitive disruption caused by a mismatch between the body’s internal circadian clock and the external environment.
When you travel across time zones, or even shift your schedule significantly without travel due to social or work schedule, your internal rhythms (sleep–wake cycle, hormone release, body temperature, digestion, cognitive alertness) remain aligned to your original time zone.
This creates a state of circadian misalignment, where the body is effectively “out of sync” with the local day.
Jet lag mitigation aims to reduce the impact of that misalignment and the physiological consequences by:
- Accelerating circadian realignment (shifting the body clock to the new time zone)
- Reducing sleep disruption (latency, fragmentation, poor sleep quality)
- Stabilising cognitive and physical performance during the transition period
- Minimising fatigue, mood disruption, and gastrointestinal disturbance
- Reducing physiological strain, including impacts on hormonal rhythm, glucose regulation, and blood pressure.
The HMN24 system moves with the time zone, establishing new anchors to acclimatise more quickly and efficiently. This is a huge part of the work we do with the Alpine Formula One Team.
A working example would be someone travelling to Dubai from the UK.
The options are to stay acclimatised to UK time. This choice would be made depending upon the duration and intention of the trip.
Dubai is +3 hours ahead of the UK (when the UK is on BST).
So if someone keeps a strict UK-based schedule (06:00–22:00) while in Dubai, it would map as:
- 06:00 UK > 09:00 Dubai
- 22:00 UK > 01:00 Dubai (next day)
So effectively, they would be living on:
09:00 → 01:00 (Dubai local time)
This is a classic example of not phase-shifting but instead maintaining home circadian timing, which can sometimes be viable for short stays, depending on the demands.
HMN24 RISE would remain as their morning anchor. Remaining in bed until 9 am Dubai local time with a blacked-out room. Exposing the optic nerve to light upon waking and supporting that with their serving of RISE.
If the intent was to phase shift (acclimatise). Two to three days before travel, you would start to move all circadian anchors 30-60 minutes earlier.
Day 1: wake at 5:30, expose the optic nerve to light, take your serving of RISE, and adjust all habitual anchors by 30 minutes. The easiest way to do this is to adjust a watch daily. (Some of our customers wear a second watch, just like Toto Wolff, the Team Principal an CEO of the Mercedes-AMG PETRONAS F1 Team, can be seen doing HERE.)
Follow your meal times, routines, etc but at the adjusted time. If you started your sleep routine at 20:30, that now starts at 20:00. If you took HMN24 FLOW at 14:00, you now take it at 13:30, and you also take PRE-SLEEP, 30 minutes earlier.
The day before flying, you would wake at 4:30 and sleep at 20:30. Biologically adjusted so that when you land, there is a minimal adaptation phase needed and performance is minimally compromised.
Why This Matters (Back to Biomarkers)
If sleep regularity can improve:
- Blood pressure
- Glucose control
- Inflammation
- Hormonal rhythm
Then the real opportunity is not just “better sleep.”
It is:
Better biological stability.
And stability underpins:
- Performance
- Recovery
- Cognitive function
- Long-term health
This is where HMN24 sits.
Not as a shortcut. Not as a stimulant. Not as a sedative.
But as a system designed to support the timing and regulation of human physiology, so that the outcomes we measure clinically can move in the right direction.
Not only that but a system that fits with the demands of modern life and the reality that timings aren't always stable.
The Real Reframe
The industry has spent years trying to solve:
- Energy deficits
- Sleep problems
- Focus issues
Individually.
But the data tells a different story.
These are not separate problems.
They are different expressions of the same underlying issue:
Dysregulated circadian biology.
Fix the timing, and everything else begins to move.
That’s the lens HMN24 was built through.
And that’s why we exist.
References
Chellappa, S.L., Morris, C.J. and Scheer, F.A.J.L. (2018) ‘Daily circadian misalignment impairs human cognitive performance task-dependently’, Scientific Reports, 8, p. 3041. https://doi.org/10.1038/s41598-018-20707-4
Drake, C., Roehrs, T., Shambroom, J. and Roth, T. (2013) ‘Caffeine effects on sleep taken 0, 3, or 6 hours before bedtime’, Journal of Clinical Sleep Medicine, 9(11), pp. 1195–1200. https://doi.org/10.5664/jcsm.317
Ebrahim, I.O., Shapiro, C.M., Williams, A.J. and Fenwick, P.B.C. (2013) ‘Alcohol and sleep I: effects on normal sleep’, Alcoholism: Clinical and Experimental Research, 37(4), pp. 539–549. https://doi.org/10.1111/acer.12006
Gooley, J.J., Chamberlain, K., Smith, K.A., Khalsa, S.B.S., Rajaratnam, S.M.W., Van Reen, E., Zeitzer, J.M., Czeisler, C.A. and Lockley, S.W. (2011) ‘Exposure to room light before bedtime suppresses melatonin onset and shortens melatonin duration in humans’, Journal of Clinical Endocrinology & Metabolism, 96(3), pp. E463–E472. https://doi.org/10.1210/jc.2010-2098
Leproult, R., Holmbäck, U. and Van Cauter, E. (2014) ‘Circadian misalignment augments markers of insulin resistance and inflammation, independently of sleep loss’, Diabetes, 63(6), pp. 1860–1869. https://doi.org/10.2337/db13-1546
Morris, C.J., Yang, J.N., Garcia, J.I., Myers, S., Bozzi, I., Wang, W., Buxton, O.M. and Shea, S.A. (2015) ‘Endogenous circadian system and circadian misalignment impact glucose tolerance via separate mechanisms in humans’, Proceedings of the National Academy of Sciences of the United States of America, 112(17), pp. E2225–E2234. https://doi.org/10.1073/pnas.1418955112
Scheer, F.A.J.L., Hilton, M.F., Mantzoros, C.S. and Shea, S.A. (2009) ‘Adverse metabolic and cardiovascular consequences of circadian misalignment’, Proceedings of the National Academy of Sciences of the United States of America, 106(11), pp. 4453–4458. https://doi.org/10.1073/pnas.0808180106
Scott, H., Lechat, B., Lovato, N., Lack, L., Wright, H. and Adams, R. (2024) ‘Are we getting enough sleep? Frequent irregular sleep duration in a large UK population sample’, Sleep Health. https://doi.org/10.1016/j.sleh.2023.12.002
St-Onge, M.-P., Grandner, M.A., Brown, D., Conroy, M.B., Jean-Louis, G., Coons, M. and Bhatt, D.L. (2025) ‘Multidimensional sleep health: definitions and implications for cardiometabolic health’, Circulation. https://doi.org/10.1161/CIR.0000000000001226
Thakkar, M.M., Sharma, R. and Sahota, P. (2015) ‘Alcohol disrupts sleep homeostasis’, Alcohol, 49(4), pp. 299–310. https://doi.org/10.1016/j.alcohol.2014.07.019
Thosar, S.S., Sreeramadas, A., Wiggins, C.C., Wallace, J.P. and Shea, S.A. (2025) ‘Bedtime regularisation as a potential adjunct therapy for hypertension: a proof-of-concept study’, Sleep Advances, 6(4), zpaf082. https://doi.org/10.1093/sleepadvances/zpaf082
Wehrens, S.M.T., Christou, S., Isherwood, C., Middleton, B., Gibbs, M.A., Archer, S.N., Skene, D.J. and Johnston, J.D. (2017) ‘Meal timing regulates the human circadian system’, Current Biology, 27(12), pp. 1768–1775.e3. https://doi.org/10.1016/j.cub.2017.04.059
Weibel, J., Lin, Y.-S., Landolt, H.-P., Garbazza, C., Kolodyazhniy, V. and Kistler, J. (2023) ‘The impact of daily caffeine intake on nighttime sleep in young adult men: a systematic review and meta-analysis’, Sleep Medicine Reviews, 69, 101764. https://doi.org/10.1016/j.smrv.2023.101764
Ebrahim, I.O., Shapiro, C.M., Williams, A.J. and Fenwick, P.B.C. (2013) ‘Alcohol and sleep I: effects on normal sleep’, Alcoholism: Clinical and Experimental Research, 37(4), pp. 539–549. https://doi.org/10.1111/acer.12006
