A History of Onnit and the Rogan Connection
To understand the current status of Joe Rogan's affiliation with Onnit, it is crucial to review the history of their partnership, which began long before the 2021 acquisition. Onnit was co-founded by Aubrey Marcus in 2010 with a mission focused on Total Human Optimization. A close friend of Rogan, Marcus approached the podcaster to test a new nootropic supplement he was developing. Rogan liked the product, which would become the now-famous Alpha Brain, and a pivotal business relationship was forged.
The Startup Days: Rogan as Co-Founder and Early Promoter
Since Marcus initially lacked the budget for traditional advertising, he offered Rogan equity in Onnit in exchange for promotion on The Joe Rogan Experience podcast. This was a mutually beneficial arrangement that helped launch Onnit from a startup into a widely recognized brand. For over a decade, Rogan's influential podcast served as a primary marketing channel, making Onnit a household name among its audience. This authentic and long-standing promotion was a key driver of Onnit's growth, especially for products like Alpha Brain.
The Alpha Brain Explosion
The endorsement of Alpha Brain by Rogan was instrumental to its success. His consistent, enthusiastic discussion of the nootropic created a viral effect within his large listener base. This led to millions of bottles sold and established Alpha Brain as Onnit's flagship product. Rogan's promotion was viewed by many as a genuine recommendation from a trusted voice, rather than a typical celebrity endorsement, which fueled consumer trust and drove sales.
The Unilever Acquisition: A Game-Changing Event
Everything changed for Onnit and its co-founders in 2021. The consumer goods giant Unilever, known for its vast portfolio of brands, acquired Onnit for an undisclosed sum, though some estimates placed the value at over $100 million. This marked a significant milestone for the company and its investors.
What Unilever's Takeover Meant
For Onnit, the acquisition meant a major infusion of capital, expanded distribution, and access to Unilever's global business infrastructure. For the co-founders and investors, it meant a lucrative exit and a change in ownership structure. Founder Aubrey Marcus stepped down as CEO in 2020 but remains a brand ambassador. For Joe Rogan, the acquisition had a more nuanced effect on his relationship with the brand he helped build.
Rogan's Stake and the Transaction
Upon the sale, Joe Rogan and other investors received a payout for their equity in the company. Rogan's direct ownership and decision-making power effectively ended. The partnership evolved from a co-ownership model to a paid spokesperson relationship. While Rogan is no longer an owner in the same capacity, he maintains a paid role as a brand ambassador, endorsing the products on his podcast.
Rogan's Current Role: Brand Spokesperson
Despite the ownership change, Joe Rogan’s voice remains a powerful promotional tool for Onnit. His endorsement is now part of a formal, paid arrangement rather than an investment-based partnership. His continued advocacy demonstrates the enduring value of his influence and the legitimacy his personal use lends to the brand.
Endorsements on The Joe Rogan Experience
Rogan continues to feature Onnit products in his podcast discussions and ads, mentioning them in a similar fashion to how he always has. This consistency allows the brand to retain the benefits of its long-standing connection with his platform. Recent reports show Rogan endorsing products like Alpha Brain Black Label, Shroom Tech Sport, and Creatine Monohydrate.
Endorsed Products
Here are some of the Onnit products Joe Rogan has been known to endorse:
- Nootropics: Alpha Brain (including newer versions like Alpha Brain Black Label) and Alpha Brain Pre-Workout.
- Performance: Shroom Tech Sport and Creatine Monohydrate.
- General Health: Total Human supplement packs.
- Protein Snacks: Onnit Protein Bites.
Past vs. Present: Rogan's Onnit Affiliation
| Feature | Before 2021 (Aubrey Marcus Era) | After 2021 (Unilever Era) |
|---|---|---|
| Financial Stake | Part-owner with equity | Paid brand spokesperson/endorser |
| Promotion Type | Investment-based endorsement | Formal, paid ambassador arrangement |
| Decision-Making | Influence as co-founder/investor | No direct ownership or decision-making power |
| Company Ownership | Co-owned with Aubrey Marcus | Owned by Unilever |
| Podcast Mentions | Regular, seemingly organic promotion | Continued, now officially a paid endorsement |
| Brand Image | Independent, Rogan-backed wellness brand | Subsidiary of a global consumer goods corporation |
The Future of the Partnership
The nature of Rogan's affiliation with Onnit is now purely commercial. His role is to act as a public-facing advocate for the brand, leveraging his massive platform. While some critics have questioned the perceived change in authenticity, the continued endorsement highlights the strength of the brand identity built over the years and the power of Rogan's media presence. As a subsidiary of a large company, Onnit will likely continue to evolve, but Rogan's connection will remain a core part of its marketing strategy as long as the paid agreement is in effect.
Conclusion: The Evolved Relationship
In summary, while Joe Rogan is no longer an owner, his affiliation with Onnit is very much active. The sale to Unilever in 2021 transformed his role from a business partner with equity to a paid brand ambassador. He continues to endorse and promote Onnit products, a role that remains financially beneficial for both parties. The relationship has simply evolved from a startup partnership to a formal corporate endorsement, but the public-facing connection is still a significant part of the Onnit brand story.
For more information on Onnit, you can visit their official website Onnit's Website.
