The morning protocols we couldn't find anywhere else.
Awaken began at a kitchen table in early 2024, after a long stretch of trying — and quietly failing — to follow the morning routines we kept reading about. The founders had spent years working in performance physiology and sleep research, and the routines we'd seen on podcasts and in popular books were fine in principle. They just weren't built for anyone with a real workload.
We started keeping track of what actually worked across the people we coached: traveling executives, distance runners with day jobs, ICU nurses on rotating shifts, founders juggling two timezones at once. The patterns were different from the elite-athlete protocols we'd been trained on. The doses were smaller. The order mattered more than the intensity. The wins were quieter — better afternoons, fewer crashes, more consistent recovery — rather than dramatic transformation.
We build morning protocols, one person at a time. A protocol is a small, ordered set of practices — usually six to nine — that takes between twenty and forty-five minutes and is calibrated to your sleep data, your work intensity, and the constraints you actually live with. It's not a course. It's not a stack of supplements. It's a routine you can actually run on a Wednesday in February.
We work with wearable data from most major platforms. Beta members typically share two weeks of baseline data before we propose a starting protocol, then iterate every fortnight for the first quarter.
Awaken is a small team distributed across the US and Europe. Our advisors include physiologists, sleep researchers, and a clinical dietitian. We're not currently hiring, but we always read carefully when interesting people email.
We don't sell supplements, we don't run an affiliate program, and we don't publish content optimized for engagement. We've turned down investment that came with growth-at-all-costs expectations. We expect to stay small.