Joe Rogan's Deep Association with Onnit
Joe Rogan's connection to the world of supplements is most famously tied to the company Onnit. He, alongside founder Aubrey Marcus, started the brand in 2010 with a mission focused on human optimization. Rogan's initial involvement came from his own interest in nootropics, or cognitive-enhancing supplements. He served as a product tester for what would become Onnit's flagship product, Alpha BRAIN, a nootropic blend designed to support memory, focus, and mental processing speed.
To fund the advertising of Alpha BRAIN, Marcus offered Rogan equity in Onnit in exchange for promotion on The Joe Rogan Experience podcast. This arrangement was hugely successful, propelling Onnit to international fame as Rogan's podcast grew into one of the most listened-to shows globally. For over a decade, Onnit and Rogan's brands were almost inseparable in the minds of many consumers, making the question of ownership a common point of confusion.
The Unilever Acquisition and Rogan's Evolving Role
The landscape of Rogan's business relationship with Onnit shifted dramatically in April 2021 when the multinational consumer goods corporation Unilever acquired the company. The sale was a major event in the health and wellness space, but it did not sever Rogan's ties to the brand entirely. While no longer a co-owner, sources indicate that Rogan retains a significant stake, potentially up to 50% according to some reports, in exchange for remaining a high-profile spokesperson. This arrangement means that fans still hear about Onnit products like Alpha BRAIN and Shroom Tech Sport directly from Rogan on his podcast, though he is now endorsing a company ultimately owned by a much larger conglomerate.
A Closer Look at Onnit's Alpha BRAIN
Onnit's most well-known product, Alpha BRAIN, has faced both praise and scrutiny. The company, citing its own funded study, has claimed that Alpha BRAIN supports memory, focus, and processing speed. However, a class-action lawsuit was filed in April 2024 by a consumer claiming that the company's claims were misleading based on the same study. While the lawsuit was voluntarily dismissed in April 2025, it brought to light potential discrepancies in the interpretation of the study's results, highlighting that careful consideration should be taken with all supplement claims, even those endorsed by influential personalities.
Alpha BRAIN Claims vs. Lawsuit Allegations
| Feature | Onnit's Claim (citing its study) | Lawsuit Allegations (interpreting the same study) |
|---|---|---|
| Verbal Memory | "Significantly improved" delayed verbal recall. | Found improvement in only one test of memory, with the placebo group outperforming the supplement group in a shorter recall test. |
| Executive Function | "Significantly improved" executive functioning. | Noted no "statistically significant difference" in tests for attention, concentration, and processing speed between the Alpha BRAIN and placebo groups. |
| General Cognitive Function | Supports memory, focus, and processing speed generally. | Claims the product cannot be said to improve memory generally based on the study's results. |
Other Supplements in Joe Rogan's Stack
Beyond Onnit products, Rogan is known for exploring and discussing a vast array of other health and wellness products, often influenced by his podcast guests like Dr. Andrew Huberman and Dr. Rhonda Patrick. His routines have included:
- Athletic Greens (AG1): A greens powder containing over 75 vitamins, minerals, and whole-food sourced ingredients, which he takes daily.
- NMN & Resveratrol: A combination he began taking after his conversation with longevity researcher Dr. David Sinclair, aiming to improve cellular function.
- Creatine: A well-known supplement for muscle strength and performance, which he has mentioned taking in the form of gummies.
- Fish Oil: Specifically, Carlson's Super Omega-3 fish oil for cognitive and anti-inflammatory benefits.
- Multivitamin: He has used Athletic Pure Pack from Pure Encapsulations to ensure comprehensive nutrient intake.
This extensive and evolving supplement regimen illustrates his personal interest in biohacking and wellness, independent of his commercial ties to Onnit. He frequently emphasizes that what works for him may not work for others and that supplements are not a substitute for proper diet and exercise.
Conclusion: A History of Association, Not Direct Ownership
While the association between Joe Rogan and the supplement brand Onnit has been strong for over a decade, it is inaccurate to say that he currently owns the company. His role has transitioned from a co-founder to a prominent and well-compensated spokesperson since Unilever's acquisition of Onnit in 2021. Rogan was instrumental in building the brand and its signature nootropic, Alpha BRAIN, but he now promotes products for a large corporate entity. His ongoing endorsement, combined with his public discussion of numerous other supplements, continues to make him one of the most influential figures in the supplement industry, shaping trends and discussions on wellness and biohacking.
To learn more about the scientific basis for nootropic claims, readers can review studies like this one on Alpha BRAIN published in the National Institutes of Health's database, PubMed, to gain a broader understanding of the context surrounding supplement research. A randomized, double-blind, placebo controlled, parallel group, efficacy study of Alpha BRAIN® on cognitive functions in healthy adults - PubMed
Joe Rogan Supplements Compared to Others
| Aspect | Onnit (Pre-Unilever) | Onnit (Post-Unilever) | Joe Rogan's Broader Supplement Use |
|---|---|---|---|
| Ownership | Co-founded with Aubrey Marcus. | Acquired by Unilever in 2021. | He does not own every brand he mentions. |
| Marketing | Heavy podcast promotion via equity deal. | Continues as a paid spokesperson and endorser. | Mentions products he personally uses, regardless of affiliation. |
| Product Focus | Positioned for 'Total Human Optimization'. | Continued focus on wellness, with broader corporate backing. | Follows his personal interest in 'biohacking'. |
| Financial Tie | Direct equity stake in the company. | Continuing endorsement deal for spokesperson role. | No financial ties to many of the brands mentioned (e.g., Creatine Gummies, Pure Encapsulations). |
Do supplements work as described on the JRE Podcast? The Answer is nuanced.
While Joe Rogan discusses supplements extensively with experts like Dr. David Sinclair and Dr. Andrew Huberman, it's important to understand the context. Rogan himself has noted that his regimen is unique and partly influenced by his lifestyle and testosterone replacement therapy (TRT). The supplement market is largely unregulated, and while some ingredients may have supporting research, the efficacy of blended products like Alpha BRAIN can be disputed, as highlighted by the 2024 class-action lawsuit. Always consult a healthcare professional before starting a new supplement regimen, and be wary of blanket claims of effectiveness.
Conclusion
To summarize, Joe Rogan was a co-founder and major partner in the supplement brand Onnit, playing a pivotal role in its initial success and promotion. However, the company is no longer solely his; it was acquired by the multinational corporation Unilever in 2021. Today, Rogan's relationship with Onnit is as a prominent spokesperson and endorser, and he continues to receive significant compensation for his promotion of the brand. He also openly discusses a wide variety of other supplements and wellness practices on his podcast, reflecting his personal and ongoing interest in health beyond his corporate affiliations. For consumers, it's essential to understand this distinction and approach all supplement claims with informed skepticism and personal research.
