Founded in 2010 by Aubrey Marcus and backed early by Joe Rogan, Onnit grew from a single nootropic (Alpha Brain) into a global health and performance company. The brand sits at the intersection of supplements, functional fitness, and modern wellness culture — blending science, nutrition, and mind-body training under its mission of “Total Human Optimization.” Onnit’s product portfolio spans supplements, training equipment (kettlebells, clubs, and maces), fitness apps, and Onnit Gym in Austin. It was acquired by Unilever in 2021, bringing the creator-driven brand into mainstream wellness distribution while maintaining its authentic voice and loyal audience of athletes and creatives inspired by Joe Rogan’s influence. Today, Onnit is recognized as one of the first major creator-backed brands to exit to a global CPG conglomerate — proof that authentic influence can scale into institutional value.