Life Time Disrupts Sleep Supplement Market with Launch of LTH Dream: Melatonin-Free Formula Backed by Clinical Research

Rhea-AI Summary

Life Time (NYSE: LTH) has launched LTH Dream, a melatonin-free sleep support powder, challenging the traditional sleep supplement market. The product features a triple-magnesium complex (300 mg) combined with L-Theanine, Sensoril® Ashwagandha, and Phosphatidylserine.

The innovative formula addresses a significant market need, as 1 in 3 adults don't get enough sleep according to CDC data. LTH Dream is available in Mixed Berry and Piña Colada flavors at U.S. Life Time locations and online. The product is NSF Contents and NSF Sport Certified, ensuring purity and potency through third-party testing.

Positive

• Product addresses large market opportunity with CDC reporting 1 in 3 adults having sleep issues
• NSF Contents and NSF Sport Certification validates product quality and safety
• Expands LTH supplement line beyond 50 products, showing continued product innovation
• Differentiated offering in sleep aid market with melatonin-free formula

Negative

• Enters highly competitive sleep supplement market with established players
• No clinical trials specific to the LTH Dream formula mentioned
• Limited initial distribution through Life Time locations and online shop only

Insights

Consumer Health Products Analyst

Life Time's entry into the sleep supplement market with LTH Dream represents a strategic expansion of their revenue streams in the growing wellness category.

Life Time's launch of LTH Dream positions the company to capitalize on the $13.7 billion sleep aid market, with a differentiated product that addresses consumer concerns about melatonin side effects. By focusing on a melatonin-free formula with three forms of magnesium (Magnesium L-Threonate, Magnesium Taurate, and Magnesium Glycinate), L-Theanine, Ashwagandha, and Phosphatidylserine, Life Time is targeting the growing segment of consumers seeking natural solutions without morning grogginess.

The sleep supplement category represents a logical extension of Life Time's health and wellness ecosystem, creating potential for revenue synergies across their brick-and-mortar fitness centers and expanding product portfolio. With over 50 products already in their supplement line, this launch demonstrates continued execution of their diversification strategy beyond gym memberships into higher-margin consumer products.

Life Time's emphasis on third-party testing and NSF Sport Certification provides a competitive advantage in a category often criticized for quality control issues. This credibility factor is particularly valuable as the FDA increases scrutiny of supplement claims. The dual-channel distribution strategy through physical locations and e-commerce maximizes accessibility while leveraging their established brand trust in the fitness community.

With CDC data showing 1 in 3 adults suffer from insufficient sleep, this product addresses a widespread consumer need while potentially driving incremental revenue through both initial sales and repeat purchases if efficacy claims are validated by consumers. The powder format also commands premium pricing compared to basic pill supplements, potentially enhancing profit margins.

Game changing powder drink available in two flavors delivers restful, restorative sleep naturally

CHANHASSEN, Minn., Aug. 20, 2025 /PRNewswire/ -- In a market dominated by melatonin-based sleep aids, Life Time (NYSE: LTH) is breaking the mold. Today, the premier healthy lifestyle brand unveiled LTH Dream, a melatonin-free sleep support powder that blends three readily absorbable forms of magnesium with other calming nutrients clinically studied to help you fall asleep, stay asleep, and wake up refreshed, all without the grogginess often reported with melatonin.

"For millions of people, getting quality sleep without waking up groggy can feel impossible and melatonin can make things even worse," said Paul Kriegler, RD, CPT and Senior Director or Nutrition Product Development at Life Time. "Great sleep supports everything, your muscles, your metabolism, your mood, how clearly you think and more. With LTH Dream, we chose a melatonin-free formula built on clinically studied forms of magnesium and other calming nutrients that work with your body's natural rhythms so you can fall asleep, stay asleep, and wake up feeling refreshed. We think it will be a game changer."

LTH Dream Multi-Mag Sleep Support Powder (Mixed Berry or Piña Colada) is now available at U.S. Life Time locations and online on the LT Shop.

Why Sleep Quality Matters
According to the CDC, 1 in 3 adults don't get enough sleep. Research shows that most adults need at least seven hours per night and that consistently falling short increases the risk of heart disease, metabolic issues and reduced workout performance. Sleep duration and quality are now recognized as an essential foundation for cardiovascular health, making rest a true wellness priority. While melatonin can be effective for circadian rhythm disorders and jet lag, many users report grogginess, vivid dreams or diminished effects over time.

What's Inside LTH Dream — and Why It Works

• Triple-Magnesium Complex (300 mg) from Matein^® Magnesium L-Threonate, Magnesium Taurate, and Magnesium Glycinate. Magnesium supports hundreds of biochemical reactions, including muscle relaxation and nervous-system balance. Studies suggest magnesium status is linked to sleep quality, and supplementation may improve subjective sleep outcomes in certain populations.
• L-Theanine: Found naturally in tea leaves, this amino acid has been shown in clinical research to promote relaxation and improve sleep quality.
• Sensoril^® Ashwagandha: An adaptogen studied for stress reduction and improvements in sleep quality.
• Phosphatidylserine (PS): A phospholipid associated with healthy stress response and emerging evidence for sleep support and cognitive health.

Supplements You Can Trust
All LTH supplements are developed by Life Time's in-house team of dietitians and trainers and are produced with rigorous quality standards and third-party testing to verify purity and potency. LTH Dream is NSF Contents and NSF Sport Certified, tested to confirm what's on the label is in the product and free of banned, performance enhancing substances.

Life Time has upheld this higher bar for over 20 years, starting when Life Time's Founder, Chairman and CEO Bahram Akradi funded independent testing of multivitamins and set a new standard for supplement integrity. Today, the company continues to expand its LTH supplement line of more than 50 highly trusted and effective products, including the recent launches of the (RE)FUEL collagen protein bar and NOURISH daily multivitamin + greens powder. Other products include six different quality-sourced protein powders, pre-workout, essential amino acids, creatine, grass-fed colostrum, multivitamins, fish oil and more. 

For more information about Life Time and the LTH supplement line, visit www.lth.shop or follow Life Time on Facebook, Instagram, and LinkedIn. LTH is also on Instagram and TikTok featuring education, experts, and recipes.

You can learn more about sleep by listening to this LT Talks podcast with Sam McKinney and in this article on Experience Life.

About Life Time
Life Time (NYSE: LTH) empowers people to live healthy, happy lives through its portfolio of 185 athletic country clubs across the United States and Canada, the complimentary, comprehensive Life Time app and nearly 30 of the most iconic athletic events in the country. The health and wellness pioneer uniquely serves people 90 days to 90+ years old through its healthy living, healthy aging, healthy entertainment communities and ecosystem, along with a range of healthy way of life programs and information, and highly trusted LTH nutritional supplements and products. Life Time was recently certified as a Great Place to Work^®reinforcing its commitment to fostering an exceptional workplace culture on behalf of its more than 49,000 dedicated team members.

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SOURCE Life Time, Inc.

FAQ

What is LTH Dream and how is it different from other sleep supplements?

LTH Dream is a melatonin-free sleep support powder that uses three forms of magnesium, L-Theanine, Ashwagandha, and Phosphatidylserine to promote natural sleep without grogginess.

Where can you buy Life Time's LTH Dream sleep supplement?

LTH Dream is available at U.S. Life Time locations and online on the LT Shop in Mixed Berry and Piña Colada flavors.

What are the key ingredients in Life Time's LTH Dream supplement?

The key ingredients include a Triple-Magnesium Complex (300 mg), L-Theanine, Sensoril® Ashwagandha, and Phosphatidylserine, all chosen for their sleep-supporting properties.

Is Life Time's LTH Dream supplement third-party tested?

Yes, LTH Dream is NSF Contents and NSF Sport Certified, with third-party testing to verify purity, potency, and freedom from banned substances.

Why did Life Time create a melatonin-free sleep supplement?

Life Time created a melatonin-free formula because many users report grogginess, vivid dreams, or diminished effects over time with melatonin-based supplements.