Franchisees in the Forty Winks national bedding chain will be making the most of the brand’s first celebrity link, an Ironman Recovery range of bedding available in Australia exclusively through the retail network and supported by two-times winner of the Hawaii Ironman World Championships and Australian Sportsperson of the Year 2009, Craig Alexander.

The mattresses and sleep products feature a new technology; Celiant is a specially formulated material infused with micro-particles designed to increase oxygen levels, regulate temperature and redirect the body’s energy.

Alexander, who endorses the mattress in the US and is sponsored by the mattress manufacturer, said “The more research I did on the principles and technology, from the body forming latex to the Celiant that increases blood flow, it made sense to partner with this product for its exceptional recovery qualities.”

James Hayward, CEO of Forty Winks, said “The engagement of Craig Alexander as the brand’s ambassador highlights the Forty Winks philosophy and that’s providing our customers with the best bedding options available with great innovations to get a better sleep.

“Craig’s belief in this product validates the Forty Winks’ philosophy,” he added.

The partnership between Alexander and Forty Winks is the first such endorsement for the retailer in its 25 year history.