Benzinga - by Renato Capelj, Benzinga Staff Writer.
James Nestor’s "Breath: The New Science of a Lost Art" reveals the alarming outcomes of mouth-breathing, including obstructive sleep apnea and plummeting blood oxygen levels.
Inspired by Nestor's work, Alex Neist turned mouth-taping into a business: Hostage Tape.
In an interview with Benzinga, Neist discussed his journey in building a company that is on track to reach $1 billion, partnered with the UFC and Joe Rogan‘s podcast.
Who Is Alex Neist?
After his dreams of playing professional football were unfulfilled, Neist pursued sports technology, building a business that empowered coaches and teams with meticulous video analysis.
However, his devotion to work resulted in personal struggles, prompting a pivot that started with enhancing his sleep.
"Discovering the harmful effects of mouth breathing prompted me to experiment with mouth taping," he shared, noting that the market for nighttime mouth breathers is over 100 million households. "The most rewarding part of this journey has been returning with my family."
Mouth-Taping Benefits
Mouth tapers optimize their breathing and facial features by maintaining a closed-mouth stance and ensuring correct tongue placement. In contrast, when the tongue is positioned toward the rear of the mouth, it may contribute to tissue accumulation in the throat, detracting from a well-defined jawline.
Neist added that the influence of mouth taping is particularly notable in children whose facial structures are still forming and malleable.
"The following day after mouth taping, you wake up incredibly energized. When you’ve been stacking nights of poor sleep, finally getting a good night’s sleep feels electrifying."
Hostage Tape's Start
The absence of solutions tailored to individuals who breathe through their mouths prompted Neist to create ‘Hostage Tape’—a comfortable product designed to evoke feelings of empowerment and liberation.
Neist revealed the origin of the unconventional name, noting he cautioned his children about the appearance of his mouth tape, likening it to him looking like he was being "held hostage."
Hostage Tape debuted on March 4, 2022, with Neist laying the groundwork for future products by handling his media and creative endeavors in-house.
Selling Hostage Tape
In 2023, Hostage Tape's revenues soared over 1,400% to $14 million. However, Neist joked that the brand was not an overnight success; instead, "It took 16 years of running a previous business, along with all its failures, to reach that point. This prior experience made transitioning into Hostage Tape smoother."
Neist explained that as a direct-to-consumer business, selling tape is more challenging, making brand development and iterative pricing strategies crucial for profitability.
"We realized we needed to create bundles and stop offering discounts," he elaborated. "I would rather give value to a customer and say, ‘Here's three months for the price of two.' Then, I can increase my average order value to compensate for acquisition costs."
Neist also noted that an increasing number of his customers are repeat buyers, with many saying they will be lifelong users of Hostage Tape after experiencing its benefits and comfort.
"The reality is that most of us, as we age, can’t train our jaws to stay shut."
The Future Of Hostage Tape
Alongside its signature mouth tape, Hostage Tape has a nose strip and blindfolds.
"These nose strips aren't just for sleeping, and I can’t go for a run without one," Neist ended. "Hostage Tape is about not letting life hold you hostage—whether it’s poor sleep, external stressors, or other challenges. We aim to provide tools that help people break free and live better lives."
Learn more about Neist and Hostage Tape's story here.
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Image: Hostage Tape
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