Texas ranks among the 5 best states to start a business in 2025

Best for Biz

Texas has returned to the top 5 among best states to start a business. Photo via Getty Images

As one of the largest states in the U.S., it's no surprise Texas is big on business and entrepreneurship. Now the state is earning new praise among WalletHub's 2025 list of "Best & Worst States to Start a Business."

The Lone Star State claimed the No. 4 spot in the report's rankings, proving that Texas is in a much better business shape than it was last year when it earned No. 8 in WalletHub's annual report.

The study compared all 50 states across 25 metrics to determine the best places to start, grow, and find success with a new business. Factors that were considered include the number of startups per capita, job growth rates, financing accessibility measures, labor costs and corporate tax rates.

The three states to outperform Texas in the 2025 report are Florida (No. 1), Georgia (No. 2), and Utah (No. 3). Idaho rounded out the top five.

Across the study's three main categories, Texas performed the best in the "business environment" category, earning No. 1 nationally. This section compares the states based on five-year business survival rates, average business revenues growth and more.

Texas ranked No. 12 in the nationwide comparison of "access to resources" – which covers working age population growth, venture investment amounts per capita and other means – and earned a fair No. 34 in the report's "business costs" ranking.

But Texas can still do better with its business friendliness to reclaim a top-three overall ranking, which the state last earned in 2023.

WalletHub analyst Chip Lupo said in the report that it is imperative for potential new business owners to establish their enterprise in a place that can maximize their ability to succeed.

"Around half of all new businesses don’t survive five years, so the idea of becoming a business owner can be daunting, especially with the current high cost of living," Lupo said. "The best states have low corporate tax rates, strong economies, an abundance of reliable workers, easy access to financing and affordable real estate. On top of that, you’ll need to make sure you start in a place with an engaged customer base, if you’re operating locally."

Houston has also proven to be at the top of the destination list for entrepreneurs who are looking for their next venture.

The top 10 best states to start a new business in 2025 are:

  • No. 1 – Florida
  • No. 2 – Georgia
  • No. 3 – Utah
  • No. 4 – Texas
  • No. 5 – Idaho
  • No. 6 – Oklahoma
  • No. 7 – Nevada
  • No. 8 – Colorado
  • No. 9 – Arizona
  • No. 10 – Kentucky
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This story originally appeared on our sister site, CultureMap.

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CNBC’s ranking doesn't think too kindly of Texas. Photo via Getty Images

Texas named No. 2 worst state to live, but one of the best for business

mixed messages

It’s a tale of two states. A new study from CNBC ranks Texas as the fifth best state for doing business. But CNBC simultaneously puts Texas in second place among the worst states to live.

Texas rates poorly for life, health, and inclusion, CNBC says. In fact, the Lone Star state holds the No. 49 spot in that category. Texas’ weaknesses include childcare, health resources, inclusiveness, and voting rights, according to CNBC.

Skilled workers continue to flock to Texas despite lingering quality-of-life issues, CNBC says.

“But when they arrive, they are finding limited childcare options, a stressed health care system with the highest rate of uninsured, new curbs on voting rights, and few protections against discrimination,” CNBC says.

Only Arizona fared worse on CNBC’s list of the worst states to live.

In 2021, Texas wound up at No. 31 on U.S. News & World Report’s list of the best states. Texas’ highest rankings came in the economy (No. 9) and fiscal stability (No. 10) categories. But it notched rankings below 30 in five other categories: healthcare (No. 31), education (No. 34), crime and corrections (No. 37), opportunity (No. 39), and natural environment (No. 40).

Louisiana came in last place on U.S. News’ list of the best states.

Despite its poor showing in the CNBC study as a place to live, Texas claims the No. 5 spot in the cable news network’s study of the best states for doing business. It ranks especially high for its workforce (No. 2), technology and innovation (No. 4), and economy (No. 8). In CNBC’s 2021 study, Texas landed at No. 4 among the best states for doing business.

This year, North Carolina grabs the CNBC crown as the best state for business, up from second place in 2021.

In an interview last year with CNBC, Gov. Greg Abbott emphasized Texas’ growing stature as a business magnet.

“We continue to see a massive influx of these employers coming to the state of Texas because, candidly, not only do they like the business environment, but … there’s a lot of businesses and a lot of Americans who like the social positions that the state of Texas is taking,” said Abbott, referring to recent legislative restrictions on abortion and voting rights.

Abbott went on to note that Tesla CEO Elon Musk, the world’s richest person, decided in late 2021 to shift the headquarters of the automaker from “very liberal” California to Texas.

“People vote with their feet,” the governor said, “and this [wave of socially conservative legislation] is not slowing down businesses coming to the state of Texas at all. In fact, it is accelerating the process of businesses coming to Texas.”

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This article originally ran on CultureMap.

WalletHub ranks these Texas towns among the best for starting a business. Photo via Getty Images

These are the best small cities in Texas to start a business

Where to work

When it comes to launching a business in Texas, you might want to look into the suburbs that surround the state's major metros.

Personal finance website WalletHub ranked the best and worst small towns to start a business — and the Lone Star State had plenty of suburbs making the top 400 in the list of more than 1,300 towns.

The report found that Georgetown as the best small city in Texas for starting a business. The website classifies a small city as one with a population of 25,000 to 100,000. The Austin suburb appears at No. 70 on the list overall, and No. 1 in Texas. It scored particularly well in the access to resources category (No. 26) and business environment category (No. 31).

To determine the best small cities for startups, WalletHub compared the business-friendly nature of more than 1,300 small cities across the country. Among the factors it examined were average growth in number of businesses, labor costs, and investor access.

Houston suburbs didn't manage to crack the top 200, but four were recognized amongst the rest of the best small busissiness towns:

  • Texas City , No. 202
  • Baytown, No. 267
  • Deer Park, No. 362
  • Conroe, No. 369

Washington, Utah, nabbed the top spot nationally, along with four other Utah cities in the top 10.

“Size matters when choosing a city in which to launch a startup. As many veteran entrepreneurs — and failed startups — understand well, bigger is not always better,” WalletHub says. “A city with a smaller population can offer a greater chance of success, depending on an entrepreneur’s type of business and personal preferences.”

Elsewhere in Texas, other highly ranked small cities in include:

  • Farmers Branch (Dallas-Fort Worth), No. 102
  • Pflugerville lands (Austin), No. 150
  • San Marcos (Austin), No. 181
  • West Odessa, No. 193
  • Leander (Austin), No. 250
  • Kyle (Austin), No. 258
  • Greenville (Dallas-Fort Worth), No. 275
  • Cedar Park (Austin), No. 280
  • Waxahachie (Dallas-Fort Worth), No. 306
  • Huntsville, No. 308
  • Hurst (Dallas-Fort Worth), No. 312
  • Socorro (El Paso), No. 339
  • Sherman, No. 368
  • Seguin (San Antonio), No. 375

Baytown, Port Arthur, and Texas City tied for first place in the U.S. in terms of highest average revenue per business.

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This article originally ran on CultureMap.

Three Houston companies will pitch in Rice University's competition for veteran-owned startups. Courtesy of Rice University

3 Houston startups to compete in Rice University's Veterans Business Battle

It's on.

Rice University will soon play host to its 2019 Veterans Business Battle, where 20 veteran-owned companies — three of which are from Houston — will pitch their business models and compete for prize money and investment offers.

On April 12, the 20 semifinalists will pitch to a panel of investors, who will choose the top five. Those finalists will pitch the next ay, April 13, in hopes of taking home some of the awards.

"We are very excited about the great group of companies that are coming to Houston next month," says event co-chairman Asad Akram in a release. "It's our goal to introduce them to a network that can help their businesses grow and succeed."

The Houston-based companies competing are Amor Oral, Welcome Connect and FeedMe Fitness, according to a release from Rice University. Amor Oral specializes in the manufacturing and sale of edible, organic personal lubricants. The company's lubricants are all water-based, and Amor Oral claims to offer the largest selection of flavored personal lubricants in the U.S.

FeedMe Fitness, another Houston competitor, is a subscription service that offers customized workouts and meal plans to its subscribers. Welcome Connect is a real estate platform that connects real estate agents with prospective buyers.

More than $3 million has been invested in veteran-owned businesses since the competition's launch in 2015. All the competitors are ultimately after the same thing: investments that will help them launch or expand. The competitor pool includes newly launched ventures and owner-operated businesses, per the Rice release, and all semifinalists can potentially receive investment offers.

A handful of competitors are from Texas. Those competitors include the Dallas-based companies And I Like It and City Gym, Floresville-based Harvard Telemedicine, Fort Worth-based Harvest Returns, Wimberly-based Power Polymer, Corpus Christ-based Rock N Roe Aquaponics, and Bryan-based Zanbazan.

The remaining competitors from around the U.S. are:

  • Gotta Have It Fan Foams, from Springfield, Virginia
  • Family Proud, from San Diego
  • High Country Air Service, from Albuquerque, New Mexico
  • Knifehand Nutrition, from Syracuse, New York
  • Maco, from New York
  • Off Duty Blue, from Syracuse, New York
  • Randian, from Los Angeles
  • Reimbi, from Portland, Oregon
  • Safe Stamp, from Nashville
  • SEE ID, from Newcastle, Washington
According to research done by a Rice University professor, businessmen and women are more likely to help out colleagues who attended the same university. Pexels

Rice University research finds that investors and executives are more likely to help out those from their alma mater

Houston Voices

Friends help each other out, right? Imagine young men or women racing down a New England playing field, effortlessly passing a lacrosse ball on their way to the goal. Now imagine some of those old friends as CEOs of large firms, and others as managers of mutual funds. Do they still have each other's backs?

That was the question Rice Business Professor Alexander W. Butler explored in a recent paper. What he found makes perfect sense given human nature, and raises serious questions about the dynamics of the financial market.

Yes, Butler and his coauthor, Umit G. Gurun of the University of Texas at Dallas, found, CEOs of publicly traded corporations and mutual fund managers from the same schools do appear to help each other out. It may be conscious or unconscious: they do what friends do the world over. But the effect on the market can be profound.

To trace the role of social connections in the world of corporate and finance, Butler and Gurun studied how mutual fund managers vote when shareholders proposed limiting executive pay. They cross-referenced these data with information about the educational background of the firms' executives and of the mutual fund managers who took part in the votes.

When voting fund managers and an executive went to the same schools, Butler found, those halcyon days at A&M or Wharton clearly corresponded to fewer votes to limit executive pay.

Now, this may reflect all kinds of things. Shared school ties could mean fund managers have more relevant information about a firm's CEO and his or her value. The shared culture and vocabulary of a school environment might ease information flow between a CEO and managers. But there is also another possibility: Perhaps the value a mutual fund manager places on a CEO's firm has nothing to do with the company's actual value. The manager may simply support him because he's a school friend.

CEOs weren't the only ones to benefit from old-school ties. Well-connected investors prospered too. When a fund manager shared a school background with a given CEO, Butler found, the fund outperformed funds whose managers weren't part of the network. For investors as well as CEOs, in other words, school ties with decision makers at mutual funds raised the chances of a winning outcome.

So a shared school or social background leads to well-paid CEOs, successful fund managers and happy investors. What's not to celebrate?

Plenty, it turns out.

The better trading outcomes of well-connected mutual fund managers have implications far beyond one happy set of shareholders. The Securities and Exchange Commission protects a level playing field because it's in the public interest for the U.S. financial markets to be liquid.

Consumers buy and sell stocks more easily when they are confident that a product's price is reasonably close to its actual value. When one party seems to know more about a stock – perhaps through friendship with the CEO – other investors may lose confidence that they can assess the value of stocks as accurately. When too many consumers distrust the market, liquidity drops. Fewer people buy and sell.

Think how much it easier it is to buy a used car with public resources such as Carfax, or pre-owned car certifications. In the past, a buyer had to wonder what a car seller knew but wasn't saying – or else try to buy a car from someone she already knew and trusted.

Almost everyone has a friend. Almost everyone has experienced the memories, common lingo, and wordless sense of goodwill that come from sharing a common history. Butler and Gurun's study of corporate and financial markets, however, shows how these natural instincts can disadvantage players outside the alumni circle. Shareholders may have less power to limit CEO pay. And consumers may end up less confident about the value of stocks, shaking trust in the financial markets overall. Surely, that's not what friends are for.

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This article originally appeared on Rice Business Wisdom.

Alexander W. Butler is a professor of finance at Jones Graduate School of Business at Rice University.

You might want to think twice before making a change to your company's logo. Pexels

Consider this research before redesigning your company's logo

Houston Voices

When Apple toyed with the idea of a logo change in 2003, thousands of users signed petitions attacking the idea. The company quickly realized that change was not necessarily good — and kept the iconic apple.

For most firms, a logo redesign is a way to refresh the brand, making it more alluring to new customers.

If a company does change its look, industry tradition advises, it should go round. Curvier lines and letters supposedly suggest a soothing, harmonious reality, while angles suggest just the opposite.

But research by Rice Business professor Vikas Mittal and colleagues Michael Walsh of West Virginia University and Karen Winterich of Pennsylvania State University shows that regardless of the angle, companies need to be careful about visual do-overs. In general, tolerance for new logos — angular or rounded — depends on the consumer profile. Diehard fans of a brand may find the break in their visual routine irritating. New customers, meanwhile, may or may not find the updated logo aesthetically pleasing.

To test the public's reactions to logo changes, Mittal and his team conducted three different experiments with 215 people, 62 percent of them female and 38 percent male. First, participants were shown a range of logo designs for two leading bottled waters, Dasani and Aquafina. Then they were shown logos by a professional designer who rounded out the images' lines.

Changing the logo design overall, the researchers found, created a sense of dissonance among the most highly committed consumers, who reacted negatively to the new visual information.

People who viewed themselves as more independent minded were less accepting of the rounded logos. Those who thought of themselves as more interdependent in terms of their relationship to family and friends were more likely to roll with the change.

The researchers studied their hypothesis further by recruiting 272 undergraduate students at a large university. To participants who identified as interdependent, the researchers offered the following ad copy: "Everybody's Favorite! Give your family and friends the water that makes mouths water. Dasani. It's been a family favorite for years."

For participants with an independent self-identity, the researchers presented different wording. "Your Favorite!" this ad read. "Give yourself the water that makes mouths water. Dasani. It's been a favorite for years. Today our classic water has been joined by a variety of flavored waters that are sure to please you."

Committed consumers in both groups didn't care much for the new logo. But when the design was rounded, those who identified as interdependent on family, friends and community were less resistant than those who saw themselves as more independent.

The takeaway for business: If your brand is well known, change that logo at your peril. You're likely to irk your most devoted customers. If you must change it, however, make it rounder, especially if you are a global brand. It'll take the edge off – both for consumers and for your company.

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This article originally ran on Rice Business Wisdom.

Vikas Mittal is the J. Hugh Liedtke Professor of Marketing at Jones Graduate School of Business at Rice University.

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9 can't-miss Houston business and innovation events for March

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Editor's note: March is here, and that means the return of some of Houston’s signature innovation events, as well as insightful talks and a Mardi Gras block party. Here are the Houston business and innovation events you can't miss in March and how to register. Please note: this article might be updated to add more events.

March 5 – SheSpace Women’s Day Open House

Connect with like-minded women during a free day of coworking at SheSpace. And while you're there, take a break and enjoy a floral arranging class, complimentary breakfast, pop-up shops, happy hour and raffle prizes. Space is limited.

The event is Wednesday, March 5, from 9 a.m.–7 p.m. Click here to register.

March 5 — Science and the American Presidency

Hear from former presidential science advisors—Kelvin Droegemeier who served under President Trump, Neal Lane who served under President Clinton and Alondra Nelson who served under President Biden—as they discuss their experiences leading the White House Office of Science and Technology Policy and how science is used to address issues from climate change and public health to national security and economic competitiveness. An exhibit inside Baker Hall will complement the event. The Baker Institute Science and Technology Policy Program and Rice Innovation will host the talk.

This event is Wednesday, March 5, from 5:30–8 p.m. at James A. Baker Hall. Click here to register.

March 6 — Ion Block Party - Mardi Gras Edition 

Let the good times roll this week while networking with potential collaborators, mentors and investors at the Ion. Food and drink will be available while supplies last and the Ion will provide drink tickets for one free drink at Second Draught upon check-in.

This event is Thursday, March 6, from 4–7 p.m. at the Ion. Click here to register.

March 10-14 — CERAWeek 2025

The foremost annual gathering in the energy sector returns to Houston March 10-14, 2025. Themed "Moving Ahead: Energy strategies for a complex world," CERAWeek 2025 will focus on the challenges ahead for energy security, supply, and climate ambitions. More than 10,000 participants from over 2,050 companies across 80 countries will convene in Houston for this ambitious event. CERAWeek comprises three platforms: the Executive Conference, the Innovation Agora, and Partner Programs. We'll dive into comprehensive CERAWeek recommendations in future articles.

This event begins Monday, March 10. Click here to register.

March 11 — Energy Venture Day at the Ion

Preview pitches from 40-plus energy ventures competing at CERAWeek's Energy Venture Day and Pitch Competition, co-hosted by the Rice Alliance, Ion, HETI, and TEX-E. This free, fast-paced pitch event offers an alternative to the CERAWeek event, which requires an Agora pass.

This event is Tuesday, March 11, from 9 a.m.–2:30 p.m. Click here to register.

March 13 — Code4Y'allMeetup

Connect with fellow coders at Code4Y’all's meetup at the Ion. Andrew Baines, Founder of No Experience Jobs, will present "How I Built a Job Board to Help Entry-Level Tech Talent (And What I Learned)." Hear from Baines and learn lessons from job seekers.

This event is Thursday, March 13, from 6–7 p.m. Click here to register.

March 17 — Women in Innovation 

Celebrate Women's History Month with an engaging panel discussion hosted by the University of Houston's Division of Energy and Innovation. UH's Tanu Chatterji, Stacey Gorniak and Chrysa Latrick will discuss the achievements of trailblazing women across various industries, as well as share challenges and experiences. Lunch will be provided.

This event is Monday, March 17, from noon–1 p.m. at UH's Faculty Cafe. Find more information here.

March 24-28 — H-Town Roundup 2025

Celebrate innovation, entrepreneurship and collaboration this month during Houston Exponential's H-Town Roundup. During the fifth-annual free event series, previously known as Houston Tech Rodeo, attendees can expect insightful talks, workshops and networking events at venues across the city like the Ion, Greentown Labs, University of Houston and more.

This event begins Monday, March 24. See the full schedule of events here.

​March 27 — NASA Tech Talks

Every fourth Thursday of the month, NASA experts, including longtime engineer Montgomery Goforth, present on technology development challenges NASA’s Johnson Space Center and the larger aerospace community are facing and how they can be leveraged by Houston’s innovation community. Stick around after for drinks and networking at Second Draught.

This event is Thursday, March 27, from 6-7 p.m. at the Ion. Register here.

Texas startup's lunar lander aces moon touchdown with special delivery for NASA

Touchdown

A private lunar lander carrying a drill, vacuum and other experiments for NASA touched down on the moon Sunday, the latest in a string of companies looking to kickstart business on Earth's celestial neighbor ahead of astronaut missions.

Firefly Aerospace’s Blue Ghost lander descended from lunar orbit on autopilot, aiming for the slopes of an ancient volcanic dome in an impact basin on the moon’s northeastern edge of the near side.

Confirmation of successful touchdown came from the company's Mission Control outside Austin, Texas, following the action some 225,000 miles away.

“You all stuck the landing. We’re on the moon,” Firefly’s Will Coogan, chief engineer for the lander, reported.

An upright and stable landing makes Firefly — a startup founded a decade ago — the first private outfit to put a spacecraft on the moon without crashing or falling over. Even countries have faltered, with only five claiming success: Russia, the U.S., China, India and Japan.

A half hour after landing, Blue Ghost started to send back pictures from the surface, the first one a selfie somewhat obscured by the sun's glare. The second shot included the home planet, a blue dot glimmering in the blackness of space.

Two other companies’ landers are hot on Blue Ghost’s heels, with the next one expected to join it on the moon later this week.

Blue Ghost — named after a rare U.S. species of fireflies — had its size and shape going for it. The squat four-legged lander stands 6-foot-6-inch tall and 11 feet wide, providing extra stability, according to the company.

Launched in mid-January from Florida, the lander carried 10 experiments to the moon for NASA. The space agency paid $101 million for the delivery, plus $44 million for the science and tech on board. It’s the third mission under NASA’s commercial lunar delivery program, intended to ignite a lunar economy of competing private businesses while scouting around before astronauts show up later this decade.

Firefly’s Ray Allensworth said the lander skipped over hazards including boulders to land safely. Allensworth said the team continued to analyze the data to figure out the lander's exact position, but all indications suggest it landed within the 328-foot target zone in Mare Crisium.

The demos should get two weeks of run time, before lunar daytime ends and the lander shuts down.

It carried a vacuum to suck up moon dirt for analysis and a drill to measure temperature as deep as 10 feet below the surface. Also on board: a device for eliminating abrasive lunar dust — a scourge for NASA’s long-ago Apollo moonwalkers, who got it caked all over their spacesuits and equipment.

On its way to the moon, Blue Ghost beamed back exquisite pictures of the home planet. The lander continued to stun once in orbit around the moon, with detailed shots of the moon's gray pockmarked surface. At the same time, an on-board receiver tracked and acquired signals from the U.S. GPS and European Galileo constellations, an encouraging step forward in navigation for future explorers.

The landing set the stage for a fresh crush of visitors angling for a piece of lunar business.

Another lander — a tall and skinny 15-footer built and operated by Houston-based Intuitive Machines — is due to land on the moon Thursday. It’s aiming for the bottom of the moon, just 100 miles from the south pole. That’s closer to the pole than the company got last year with its first lander, which broke a leg and tipped over.

Despite the tumble, Intuitive Machines' lander put the U.S. back on the moon for the first time since NASA astronauts closed out the Apollo program in 1972.

A third lander from the Japanese company ispace is still three months from landing. It shared a rocket ride with Blue Ghost from Cape Canaveral on Jan. 15, taking a longer, windier route. Like Intuitive Machines, ispace is also attempting to land on the moon for the second time. Its first lander crashed in 2023.

The moon is littered with wreckage not only from ispace, but dozens of other failed attempts over the decades.

NASA wants to keep up a pace of two private lunar landers a year, realizing some missions will fail, said the space agency's top science officer Nicky Fox.

“It really does open up a whole new way for us to get more science to space and to the moon," Fox said.

Unlike NASA’s successful Apollo moon landings that had billions of dollars behind them and ace astronauts at the helm, private companies operate on a limited budget with robotic craft that must land on their own, said Firefly CEO Jason Kim.

Kim said everything went like clockwork.

“We got some moon dust on our boots," Kim said.

Houston startup Nap Bar pivots with VR and big plans for growth

power nap

Houston’s Khaliah Guillory takes a 30-minute nap every day. She says this is how she’s so productive.

The habit also led to the founding of her white-glove, eco-friendly rest sanctuary business, Nap Bar.

Guillory launched the luxury sleep suites company back in 2019 to offer a unique rest experience with artificial intelligence integration for working professionals, entrepreneurs and travelers who needed a place to rest, recharge and rejuvenate. The company was named a Houston Innovation Awards finalist last year.

She says naps are backed by science. And by her professional network, too.

“Once I polled and surveyed my friends, most of them said that they also took naps during their lunch break, whether it be in their office or in their car,” says Guillory, former vice president of marketing strategy at Wells Fargo. “Once they overwhelmingly agreed that they would absolutely use a dedicated place for them to take naps if I created it, I got to work, and Nap Bar was born.”

Simply put, Guillory has effectively made it acceptable and, yes, even cool for working adults to take naps.

“I played D1 basketball at the University of Central Florida and that’s really where I learned the art of a power nap and the benefits of it,” Guillory says. “And I just continued to nap throughout my corporate career. So, in November of 2018, I retired from corporate America … I just knew I had a higher calling to do something else.”

Guillory first opened up shop in Rice Village as a beta test for her novel nap idea and it took off. She soon forged strategic partnerships with organizations like UT Health, where Nap Bar provided much-needed naps to postpartum mothers.

“Nap Bar showed what the benefits of a good nap was, specifically to postpartum moms in terms of mental stressors, productivity, and things of that nature,” Guillory says.

In November 2019, Guillory moved Nap Bar to The Galleria and says the business produced revenue from day one. However, in March 2020, she was forced to shut us down due to the COVID-19 pandemic.

“I promised myself that I was not going back to corporate America, so I pivoted. I moved forward by creating a better sleep box, with a vegan pillow mist and soy-based candle. I also became a certified sleep coach. And I just kept pivoting from there, reinventing Nap Bar as a company,” she says.

One pivot included adding a virtual reality sleep experience, MetaSnooze.

“MetaSnooze is a really cool technology that offers sleep therapy and relaxation that I curated myself,” Guillory says. “Basically, the user puts on the VR headset, and it escapes them. They're transported to places all over the country. For example, they're sitting in serene environments all the while listening to these rhythmic beats that are designed to help them release and relax. Visualizations have been scientifically proven to improve one’s mental health and mental stressors.”

Guillory initially rolled out MetaSnooze in 2020 at events like South by Southwest and kept improving the experience and building her business. By February 2024, she was curating a wellness experience at The Grammy Awards.

“That was huge for us,” Guillory says. “Being able to get feedback from the celebrities, with a handful of them even inquiring where they could purchase the headset. They were excited about the future of Nap Bar, so that was really, really cool.”

The widespread interest in Nap Bar has Guillory thinking big. She aims to expand to 30 locations in three years.

“When I say that, it sounds ambitious,” says Guillory. “It is, but I come from the school of thought that if you shoot for 30 and you get 25, no one's going to shake their finger at you for doing that, right? It's really aiming towards this big, hairy, audacious goal. I learned that in corporate America. So, what we're looking to do now is raise money like crazy.”

Guillory says she’s now looking to scale the business by partnering with like-minded investors with experience in the wellness space.

She envisions locations at national and international airports, which she says offer ripe scenarios for patrons needing to recharge. Additionally, Guillory wants to build on her initial partnership with UT Health by going onsite to curate rest experiences for patients, caregivers, faculty, staff, nurses and doctors. Colleges also offer an opportunity for growth.

“We’ve done some really cool pop-ups with the University of Houston, where we brought the rest experience on campus,” Guillory says. “That means we bring a portable, full-size, organic mattress with disposable sheets, as well as our virtual reality experience.”

Nap Bar will also serve companies, office buildings, and even sports venues, according to Guillory.

“We can literally go any and everywhere,” she says. “Our collected data suggests that we’ve just got to go where sleepy people are so that they can get restorative sleep.”

From a pricing standpoint, Nap Bar’s model is a dollar a minute. Depending on where the client is, the pop-up experience is based on a day rate or a half-day rate, starting at $4,000.

Add-ons include a full-size organic mattress or hosting a masseuse or massage therapist onsite.

With the Grammys already under her belt, Guillory would like to see Nap Bar utilized at the 2028 Olympics and build partnerships with other virtual reality companies to bring its licensed MetaSnooze software to the masses.

She also sees opportunities in athletic treatment, sleep apnea, and insomnia.

“We have done several studies with proven results that MetaSnooze has reduced mental stressors and anxiety,” Guillory says. “I'm excited about what the future holds for MetaSnooze. It definitely is a game-changer … We will continue to innovate sleep or provide sleep resources and tools in a very innovative way.”

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