SELECT COMFORT CORPORATION
                    EXECUTIVE AND KEY EMPLOYEE INCENTIVE PLAN

1.   PURPOSES.  The purposes of this  Executive and Key Employee  Incentive Plan
     (the  "Plan")  are  to:  (a)  enable  Select  Comfort  Corporation  and its
     affiliated entities,  including majority owned subsidiaries  (collectively,
     the  "Company"),  to attract and retain  high  caliber  executives  and key
     employees;  (b) provide incentive  compensation for such executives and key
     employees that is linked to the growth and profitability of the Company and
     increases in shareholder  value;  and (c) further the identity of interests
     of such  executives  and key employees  with the interests of the Company's
     shareholders.

2.   DETERMINATION OF ELIGIBILITY AND AWARDS.

     (a) ELIGIBILITY,  PERFORMANCE  GOALS AND TARGET AWARDS. At the beginning of
     each fiscal year of the Company  (each such fiscal year is referred to as a
     "Plan Period") and before the end of the first quarter of each Plan Period,
     the Compensation Committee of the Board of Directors (the "Committee") will
     determine:

     (i)  The employees of the Company,  by grade level or  otherwise,  that are
          eligible to participate in the Plan for the Plan Period.

     (ii) Quarterly  and/or  annual  specific  measures  and  goals  from  among
          consolidated sales growth and volume, net operating profit before tax,
          cash flow,  earnings per share,  return on capital,  and/or  return on
          assets,  as the objective  company  performance  goal or goals for the
          Plan Period.  A single company  performance  goal or multiple  company
          performance goals may be selected.

     (iii)For each level of  participant,  (A) the target award, as a percentage
          of  base  compensation,  that  the  participant  will be  eligible  to
          receive,  (B) the  portion of the  target  award that will be based on
          achievement of the objective  company  performance  goals, and (C) the
          portion of the target award, if any, that will be based on achievement
          of  objective  individual   performance  goals.   Notwithstanding  the
          foregoing,  for the senior executive officers of the Company, at least
          75% of any  award  hereunder  must  be  based  on  achievement  of the
          objective company performance goals and not more than 25% of any award
          may be based on achievement of objective individual performance goals.

     (b)  LIMITATION ON AWARDS.  The maximum  award  payable to any  participant
     under  the Plan for any Plan  Period  will not  exceed  either  200% of the
     participant's base salary or $1,000,000.

     (c) FORM OF AWARDS. Unless otherwise expressly provided by the Committee at
     the time of granting an award,  incentive  compensation  awards  under this
     Plan will be granted





     in  cash,  less  any  applicable   withholding  taxes,  separate  from  the
     participants' base pay and will not be added to the participants' base pay.

     (d) GRANT OF  AWARDS.  Any grant of an award  under  this Plan will be made
     only in the sole  discretion of the Committee.  No person will have a right
     to an award  under this Plan until the  Committee  has taken  final  action
     granting such award. Following the grant of awards, the participant will be
     informed  by the  Company of the award and that the award is subject to the
     applicable provisions of this Plan.

     (e)  PAYMENT  OF  AWARDS.  Payment  of  awards  will  be  made  as  soon as
     practicable following the period for which the award is payable, and in any
     event within 45 days after the end of the quarter for quarterly  awards and
     event within 90 days after the end of the year for annual awards.

3.   FURTHER  REQUIREMENTS  FOR  ELIGIBILITY  FOR  AWARDS.  In  addition  to any
     requirements  for  eligibility  to  participate  in the  Plan  that  may be
     established  by the  Committee  pursuant  to the  terms  of the  Plan,  the
     following eligibility requirements will apply to all participants:

     (a) No award may be granted to a member of the Company's Board of Directors
     except for services performed as an employee of the Company.

     (b) Except in the event of normal retirement,  death, or disability,  to be
     eligible for an award an employee must be employed by the Company as of the
     date awards are  calculated and approved for payment by the Committee or by
     the senior management of the Company under this Plan.

4.   GENERAL TERMS AND CONDITIONS.

     (a) ADMINISTRATION OF THE PLAN. Except as otherwise  specifically provided,
     the  Committee  will  administer  the Plan.  The Board of  Directors of the
     Company will appoint the Committee members, and the members thereof will be
     ineligible for awards under this Plan.

     (b) AUTHORITY OF THE COMMITTEE.  The Committee will have the full power and
     authority,  in its sole  discretion,  to make all  decisions  necessary  to
     administer  the Plan, to interpret and enforce the terms and  conditions of
     the Plan and to determine  the amounts  payable to  participants  under the
     Plan, including without limitation,  the full power and authority to reduce
     or  eliminate  the amount  payable to any  participant  with respect to any
     award  hereunder as may be necessary or appropriate in the sole  discretion
     of the Committee. All decisions of the Committee with respect to any aspect
     of the Plan,  including without  limitation the administration of the Plan,
     the  interpretation  or enforcement of any term or condition of the Plan or
     the  determination of any amount payable to any participant  under the Plan
     will be final, conclusive and binding for all purposes.


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     (c) AMENDMENTS AND EXPIRATION  DATE. The Company,  acting through the Board
     of Directors,  reserves the right to amend or modify this Plan from time to
     time or to repeal the Plan  entirely,  or to direct the  discontinuance  of
     granting awards either temporarily or permanently;  provided, however, that
     no amendment or  modification  of this Plan will operate to annul,  without
     the  consent  of the  beneficiary,  an  award  already  granted  hereunder;
     provided,  also, that no amendment or modification  without approval of the
     shareholders  will  increase  the  maximum  amount  which may be awarded as
     hereinabove provided.

     (d) NO  CONTRACT  OF  EMPLOYMENT.  Nothing  contained  in this Plan will be
     construed  as a contract or guaranty  with or to any  eligible  employee of
     continued  employment  with  Select  Comfort  Corporation  or  any  of  its
     subsidiary  corporations  for any period of time,  at any grade level or at
     any rate of compensation.  All eligible  employees are employees "at will,"
     whose  employment  is  subject to  termination  at any time with or without
     cause.  Nothing  in this Plan will  interfere  with or limit in any way the
     right of Select  Comfort  Corporation  or any  subsidiary  to terminate the
     employment or service of any eligible employee at any time, nor confer upon
     any  eligible  employee  any right to  continue in the employ or service of
     Select Comfort Corporation or any subsidiary.

     (e)  WITHHOLDING.  Select  Comfort  Corporation is entitled to withhold and
     deduct from any  payment  made  hereunder  to any  participant  all legally
     required amounts necessary to satisfy any and all foreign,  federal,  state
     and local withholding and employment-related tax requirements  attributable
     to any bonus payment made.

     (f)   GOVERNING   LAW.   The   validity,   construction,    interpretation,
     administration  and  effect  of the Plan  and any  rules,  regulations  and
     actions relating to the Plan will be governed by and construed  exclusively
     in accordance with the laws of the State of Minnesota,  notwithstanding the
     conflicts of laws principles of any jurisdiction.


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