FRIANT, Calif.–Michael Rothbard, president and chief executive officer of Sleep Studio, has joined the board of the “Green Initiative,” the Specialty Sleep Association’s effort to standardize definitions and terminology used for eco-friendly sleep products.

A veteran of the foam-bedding business, Rothbard co-founded Sleep Studio in 2006 with Chris Ann Ernst, the company’s vice president. Dale Read, SSA’s president, said Rothbard will bring “a fresh perspective on consumer needs” to the association’s campaign.

The goal of the Green Initiative is to create and identify definitions, terminology, standards and certifications that apply to environmentally friendly mattresses. These include components and finished products, and how mattress manufacturers and retailers label green products and define eco-friendly sleep.