Onnit

Onnit has built a premium supplement empire since founder Aubrey Marcus launched the Austin, Texas company in 2010 with a mission to deliver “total human optimization.” The flagship Alpha BRAIN nootropic gained mainstream attention through Joe Rogan’s podcast sponsorship, positioning Onnit as the go-to brand for cognitive enhancement among biohackers, athletes, and high performers. In 2021, Unilever acquired Onnit, adding corporate quality control and distribution resources.

Company Mission

Onnit’s mission is “Total Human Optimization”, providing supplements, fitness equipment, and education that help people perform at their peak mentally and physically. The company targets those seeking cognitive enhancement, athletic performance, and overall wellness through premium, third-party tested products.

Products & Services

Onnit offers a comprehensive supplement and fitness ecosystem:

• Alpha BRAIN: Flagship nootropic for focus, memory, and mental processing
• Total Human: Complete daily supplement packs with day and night formulas
• Shroom Tech: Mushroom-based formulas for energy and immune support
• New MOOD: Stress and sleep support supplement
• Fitness Equipment: Kettlebells, battle ropes, and unconventional training tools

All supplements are NSF Certified GMP manufactured and BSCG Certified Drug Free tested for athlete safety.

What Sets Them Apart

Onnit differentiates through comprehensive third-party testing, a critical factor for athletes subject to drug testing. BSCG Certified Drug Free is the gold standard for banned substance testing, and select products carry Informed Sport and NSF Certified for Sport designations recognized by USADA, MLB, NHL, and CFL.

The Unilever acquisition added corporate oversight while the brand maintains its performance-focused identity. However, the D- BBB rating (due to unresponded complaints) and subscription cancellation difficulties represent significant customer service challenges that contradict the premium positioning. Products work well for many users, but support failures create frustration when problems arise.