Onnit

Supplement, nutrition and fitness products company, maker of Alpha BRAIN.

SupplementsFitnessDirect to consumerAcquired by Unilever

Acquired^{Source [6]}^{Source [7]}Last verified Oct 2, 2026

About Onnit

Onnit is an Austin, Texas company that sells supplements, functional nutrition and fitness products, and publishes health and fitness content. Aubrey Marcus founded it in 2010, and its best known product is the nootropic Alpha BRAIN.^{Source [1]}^{Source [3]}

Joe Rogan was an early equity partner who promoted the company; Marcus has said Rogan bought into Onnit and received equity in exchange for marketing, and that Alpha BRAIN was developed after asking Rogan which supplement he would most want. Onnit's website labels Rogan a co-founder.^{Source [8]}^{Source [3]}

It sells directly online and through retailers including Whole Foods Market, Amazon, CVS, Sprouts and Vitamin Shoppe. Unilever announced the acquisition in April 2021, saying Onnit would stay in Austin under CEO Jason Havey with Marcus as a brand ambassador, and completed it on May 28, 2021.^{Source [1]}^{Source [6]}

Onnit Labs, Inc. was still listed among Unilever's group companies at 31 December 2025, and it operates the onnit.com store today.^{Source [7]}^{Source [3]}

What happened

Founded in 2010 by Aubrey Marcus, with Joe Rogan later joining as an equity partner who promoted it. Unilever agreed to acquire Onnit in April 2021 and completed the deal on 28 May 2021. Onnit Labs, Inc. was still listed as a Unilever group company at 31 December 2025.^{Source [1]}^{Source [2]}^{Source [8]}^{Source [6]}^{Source [7]}^{Source [3]}

Timeline

2025-12Onnit Labs, Inc. listed among Unilever group companies at year end.^{Source [7]}
2021-05Unilever completed the acquisition on May 28, 2021.^{Source [6]}
2021-04Unilever announced it would acquire Onnit; Paul, Weiss advised Onnit.^{Source [1]}^{Source [2]}
2019-03Filed a Form D for a $1.2 million equity offering, listing Aubrey Marcus and Jason Havey among its officers.^{Source [5]}
2010Founded by Aubrey Marcus in Austin; Joe Rogan later took equity in exchange for marketing.^{Source [1]}^{Source [8]}

Products and brands

Alpha BRAIN: Nootropic supplement for cognition and focus.^{Source [3]}^{Source [8]}
Total Human: Supplement pack.^{Source [3]}
NMN + Creatine: Supplement for fitness and performance.^{Source [3]}
New Mood: Supplement for mood and stress.^{Source [3]}
Fitness essentials: Fitness equipment and functional nutrition products.^{Source [1]}

How it makes money: Sells supplements, nutrition and fitness products direct to consumers through onnit.com and wholesale to retailers, supported by a digital content platform of articles, interviews and fitness programs.^{Source [1]}^{Source [3]}

Leadership

Jason Havey	CEO (as of the April 2021 acquisition announcement)^{Source [1]}
Aubrey Marcus	Founder; brand ambassador after the acquisition^{Source [1]}

Funding and financials

Date	Round	Amount	Investors
2019-03	Form D equity offering^{Source [5]}	$1.2 million offered ($0 sold at filing)

People on Founded, and where they went next

1 person on record, connected to 2 other companies.

Person	Here	Also built
Joe Rogan	Co-Founder (as labeled on Onnit's website), Business partner and equity holder (per founder Aubrey Marcus)Undated	Comedy Mothership2023 to nowActiveThe Joe Rogan Experience2009 to nowActive

Sources

Unilever to acquire Onnit (archived), Unilever via Internet Archive, 2021-04-26. Accessed Oct 2, 2026.
Onnit to Be Acquired by Unilever, Paul, Weiss, 2021-04-27. Accessed Oct 2, 2026.
Onnit homepage, Onnit. Accessed Oct 2, 2026.
Unilever to acquire Onnit, NJBIZ, 2021-04-26. Accessed Sep 28, 2026.
Onnit Labs, Inc. Form D, U.S. SEC EDGAR, 2019-03-21. Accessed Oct 2, 2026.
Unilever PLC Form 6-K, Half-Year Report 2021, U.S. SEC EDGAR, 2021-07-22. Accessed Oct 2, 2026.
Unilever PLC Exhibit 8.1, Group Companies as at 31 December 2025, U.S. SEC EDGAR, 2026-03-12. Accessed Sep 28, 2026.
The Tim Ferriss Show Transcripts: Aubrey Marcus (#302), The Tim Ferriss Show, 2018-03-22. Accessed Oct 2, 2026.

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