Entrepreneur and consultant Joel Buhr is the founder of First Direct, a data-driven marketing and technology company built to help businesses grow with precision. He’s spent his career building systems that turn information into action and strategy into measurable results.
His reset? Focus under pressure. Buhr is a pilot who values the discipline, procedure, and decision-making that flying demands. He also finds clarity on the open road riding motorcycles, where awareness and control matter. Both require presence, precision, and respect for risk.
That same mindset carries into how he views sleep. For Buhr, a good night’s sleep isn’t about slowing down—it’s about recovery, mental clarity, and staying sharp for what’s next.
BedTimes: What’s one thing you absolutely need for a good night’s sleep?
Joel Buhr: A clear mind. If I’ve written down tomorrow’s priorities, I sleep better. My brain likes to solve problems at 11 p.m., so getting ideas out of my head and onto paper helps me shut it down. I also stick to a steady wind-down routine—it makes the transition from thinking to resting a lot smoother.
BT: What’s your ideal bedtime? Has it always been the same?
JB: My ideal bedtime is early. I’m usually winding down by 8:30 p.m. so I can start the next day by 5:30 a.m. and clear-headed. That hasn’t always been the case—I used to stay up later—but over time I’ve learned that protecting the morning is one of the best productivity decisions I can make.
BT: Pets in the bed—yea or nay?
JB: I would prefer pets stay out of the bed, but our Akita puppy, Mochi, sometimes believes she owns it. She’s about 8 months old and full of personality. We do have her sleep in her own spot each night, but she definitely likes to test the policy.
BT: Barefoot or socks at bedtime?
JB: Barefoot. I like the room cool and the blankets doing the work.
BT: What’s on your nightstand right now?
JB: A physical book, my phone on silent, and a glass of water. Simple and intentional. Right now I’m reading the books Profit First, Traction, and Atomic Habits.
BT: What’s the best sleep product you own and why?
JB: One of the newer sleep products I’ve been loving is the portable SleepHub® from Cambridge Sleep Sciences. It’s compact, travel-friendly, and designed to support deeper, more consistent sleep. I travel enough to really value anything that helps re-create a great sleep environment away from home.
BT: Along with your SleepHub, what’s something you always pack to help you sleep away from home?
JB: I always pack my bedside phone stand. Re-creating a familiar setup—even in a hotel room—helps me wind down faster and stick to my routine.
BT: What’s the strangest or best place you’ve ever fallen asleep?
JB: I try to avoid strange places to fall asleep! But some of the best sleep I’ve had has been during travel—I think there was that one time in Dubai …
BT: Do you break any traditional sleep “rules”? If so, which ones?
JB: When I travel, the traditional sleep rules definitely get bent and tested. Different time zones and schedules can throw things off. I allow for that when needed, but I try to keep it limited and return to my routine as quickly as possible.
BT: What do you do if you can’t fall asleep?
JB: Usually I’ll read for a bit, and sometimes I’ll make some herbal tea. The goal is to slow things down—not stimulate them—so I can ease back into sleep.
BT: Finally, why should sleep be a priority?
JB: Sleep is critical to well-being. It’s the anchor everything else connects to. When that foundation is solid, the rest of life works better.
