How to Get CrossFitters to Buy $7,000 Beds

A CrossFit workout class Photograph by Justin Sullivan/Getty Images

I was lying on an adjustable bed in “zero gravity” position—feet above my heart, apparently good for the lower lumbar—staring up at the scoreboard at Madison Square Garden. The bed’s continuous massage motor sent soothing vibrations through my legs and lower back. On the jumbo screen, impressively built men and women heaved 200-pound barbells over their heads. “Everyone needs a good night’s sleep,” says Martin Rawls-Meehan, chief executive officer of Reverie, the company that made the bed on which I rested. “Even ordinary Joes.”

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