Colin Greene, who previously served as an executive leader at Apple for more than 13 years, holding positions such as CEO of Apple Korea and Senior Director for the Apple US Consumer Retail Business, has been appointed as a Director and Chairman of the Braintrain2020 Ltd board.
This announcement closely follows SleepCogni’s recent recognition at the prestigious CogX Awards, London’s premier tech event, where it was honoured with the award for Best Innovation in Personalised Medicine. The annual awards ceremony, held at London’s O2 Arena, honours the finest in AI, technology, and innovation from across the globe.
UK-based Braintrain2020 Ltd has developed its first market-ready product, SleepCogni – a patented handheld device designed to help people self-manage their insomnia. This innovative solution serves as a first-line therapy for insomnia sufferers. Combining hardware and software, SleepCogni also aids clinicians and therapists in delivering and optimising care.
SleepCogni has been developed with some of the world’s most recognised Cognitive Behavioural Therapy for Insomnia (CBT-I) therapists, academics, and clinicians, and has been backed by venture capital and British government innovation funding.
Greene led the Apple US consumer business, responsible for sales of all Apple products and services through the physical and digital presence of the world’s biggest retailers such as Best Buy, Amazon, Walmart, Costco, and Target. Greene led the entire sales and go-to-market strategy, exceeding targets by achieving multi-billion-dollar revenues in 2020. Since leaving Apple in 2019, Greene has joined UK-based venture capital firm Praetura as Partner and Board Director.
Greene, who has served as Non-Executive Director (NED) at Braintrain2020 for the last two years, will replace the outgoing Chairman Richard di Benedetto. Di Benedetto steps down from this role after 5 years to become a NED and advisor to the board. Di Benedetto previously served as the President of Aetna International and on the board of CVS Health; he recently retired from this position to concentrate on personal goals.
Colin Greene says: “I was absolutely delighted to be asked by the board to succeed Richard di Benedetto as Chairman. Richard has laid a strong foundation, and there remains an enormous opportunity to transform the lives of people suffering from insomnia.
I have witnessed first-hand as SleepCogni has made enormous progress in the development of their product from MVP to a fully scalable production version. I can’t wait to see what impact we will have on the lives of our users.
For this reason, I am very excited about SleepCogni. There is overwhelming clinical evidence which shows that disrupted sleep is a major factor in many physical and mental illnesses. If we can help people to rebuild healthy sleep, we can improve their overall health and ultimately their quality of life.”
Richard Mills – Braintrain2020 Founder & CEO says: “Firstly, I’d like to extend my gratitude to Richard di Benedetto for his leadership as Chairman during a challenging period of R&D amid the Covid pandemic. After successfully raising significant funding in 2021, our aim was to transition from our MVP prototypes, used in our successful 80-patient randomised clinical trial, to mass production. This is a milestone we’ve achieved, and as Elon Musk aptly said, ‘Prototypes are easy, and production is hard’—a sentiment I can certainly concur with.
I’m pleased that Richard will continue to serve as an advisor to the board. His invaluable experience and continued investment in the company will greatly benefit us. The timing feels perfect for Colin to step in as Chairman as we move into the go-to-market and real-life testing phases, aiming for full-scale commercialisation. Colin’s expertise in both physical and digital products, gained from the world’s best at Apple, along with his proven track record in B2B go-to-market strategy and understanding of the venture capital market, makes his elevated role a significant and exciting milestone for the company.”