Renowned UFC commentator Joe Rogan is one of the most influential figures of our time. Rogan has worn several hats throughout his 20-plus-year career. Some know him as the host of the JRE, while others know him to tickle people’s bones using his comedic skills. However, not a lot of individuals are aware that Rogan co-owns a famous health brand.
Fans have seen Joe wear ‘Onnit’ t-shirts in countless appearances of The Joe Rogan Experience. Aside from that, Rogan has proudly rocked the brand name at various UFC ceremonial weigh-ins. Little do they know that he co-owns the company.
The dietary supplement brand is quite popular on a global level, offering a variety of nootropics, vitamins, and health supplements. One of its most renowned offerings is ‘Alpha Brain,’ for which the former kickboxer has remained a strong advocate over the years.
A single dose of @Onnit Alpha Brain significantly increases processing speeds http://t.co/m32OHiPa4z #science #getonnit
— Joe Rogan (@joerogan) February 22, 2015
In a 2015 tweet, Joe claimed that a single dose of Alpha Brain increases processing speeds by a significant amount. The Onnit website claims it is a dietary supplement that supports cognitive functions such as memory, speed, and focus. The same year Rogan spoke on the company’s Youtube channel with co-owner Aubrey Marcus.
The former Fear Factor host stated that he considers taking Alpha Brain, a Nootropic, before getting involved in any activity. This insinuates that the product helps him attain enough energy to perform under the spotlight, be it with the UFC or a standup show.
Marcus suggested that it was Joe’s idea to create a Nootropic. It is noteworthy that not all Nootropics can use the dietary supplement label, and thus fall into the “research compounds” category. They are often known as ‘smart drugs’ or ‘cognitive enhancers.’ In 2019, the FDA issued warnings to companies selling Nootropics about potential advertising misleading.
How did Joe Rogan become a part of Onnit?
Aubrey Marcus, the creator of Onnit, started the brand with one product, Alpha Brain. Still available on Onnit’s website, the cognitive supplement allegedly helps with memory and focus. Marcus raised a modest $80K to fund his start-up.
To get the word out to his target audience, Aubrey decided to sponsor JRE to become his sole ambassador. In 2010, Rogan didn’t have the popularity he possesses today. However, the decision proved to be a wise one for Marcus in the end.
As Joe gained popularity, so did Onnit. Today, the company sponsors several of Joe’s comedian friends’ podcasts. 13 years later, their product line has only expanded, with more nutrition products, supplements, apparel, and more. Rogan has aggressively marketed the brand on social media and his appearances on various podcasts.
Though Rogan owns 50% of the company, he never made any investment in it. Rather, the UFC commentator offered his services as a spokesperson and brand promotor in exchange for equity. While sharing health routines on Instagram, Rogan will often tag Onnit in these posts, further promoting the brand.
In April 2021, Onnit agreed to a buyout with Unilever PLC. Though the deal figures remain undisclosed, many believe the purchase was worth well over $100 million. Reports estimate Onnit to be making around $50 million per annum. Rogan’s partnership with Onnit has paid off, as he reportedly bags $2 million per year from the company.
Regardless of the credibility of the products Onnit has on shelves, Joe’s star power has unquestionably helped the business skyrocket and bring in huge numbers.
