When it comes to health and fitness products, Onnit Labs has made a name for itself. With a wide range of supplements, fitness equipment, and apparel, the company has rapidly become a popular choice among fitness enthusiasts. But amidst its rise to fame, a question that often emerges is: who owns Onnit Labs? In this comprehensive article, we will unravel the mystery and give you an in-depth look at the people and philosophies that have contributed to the success of Onnit Labs.

who owns onnit labs

Onnit Labs: A Brief History

Onnit Labs was founded in 2010 by Aubrey Marcus, a lifelong athlete and entrepreneur who was passionate about optimizing human performance. The company’s primary focus is on developing supplements and fitness products that help individuals reach their peak potential, both mentally and physically.

The name “Onnit” is derived from the phrase “be on it,” which represents the company’s commitment to offering products that enable individuals to achieve their best selves. Onnit Labs has since become a go-to brand for fitness enthusiasts, athletes, and health-conscious consumers worldwide.

Aubrey Marcus: The Founder and Visionary

Aubrey Marcus, the founder and original owner of Onnit Labs, has always been passionate about human optimization. He was inspired to create the company after discovering the powerful impact of combining different natural supplements and functional fitness techniques. His vision for Onnit Labs was to help people optimize their physical and mental performance through a combination of cutting-edge nutritional supplements, fitness equipment, and educational resources.

Aubrey’s background in sports, entrepreneurship, and personal development provided him with the tools necessary to create a successful brand. His commitment to excellence is evident in every aspect of the business, from the quality of the products to the research and development behind them. Through his leadership, Onnit Labs has flourished and expanded into multiple product lines, including supplements, fitness gear, and apparel.

Joe Rogan: A Key Investor and Advocate

In 2011, Aubrey Marcus approached comedian, podcast host, and mixed martial arts commentator Joe Rogan with the idea of partnering with him to promote Onnit Labs. Intrigued by the company’s mission and impressed with the quality of its products, Joe Rogan became an investor and advocate for the brand.

Joe Rogan’s involvement with Onnit Labs significantly boosted the company’s exposure, as his massive online following helped introduce millions of people to the brand. The Joe Rogan Experience podcast frequently features discussions about Onnit Labs products, with Joe sharing his personal experiences and positive results. This collaboration has been instrumental in increasing the company’s credibility and reach.

The Acquisition by Unilever

In a significant development in the ownership of Onnit Labs, global consumer goods giant Unilever announced the acquisition of the company in May 2021. The deal allowed Unilever to expand its portfolio of health and wellness brands, which already included well-known names like Vaseline, Dove, and Seventh Generation.

Unilever’s acquisition of Onnit Labs has provided the company with greater resources and access to a broader market. With Unilever’s backing, Onnit Labs has the potential to further enhance its product offerings, research and development, and global presence. Importantly, the acquisition did not lead to a complete overhaul of the company’s management, as Aubrey Marcus has remained actively involved in the brand’s ongoing success.

The Future of Onnit Labs

Under Unilever’s ownership, Onnit Labs continues to uphold its founding mission and principles. The company remains dedicated to providing high-quality, science-backed products that help individuals achieve their fitness and wellness goals. While the ownership has changed, the core values and commitment to human optimization have remained intact.

Onnit Labs’ product line has expanded significantly since its inception, with new and innovative offerings continuously being introduced. From its flagship product, Alpha BRAIN®, a cognitive enhancer, to various functional foods, fitness equipment, and apparel, Onnit Labs has become a one-stop-shop for health and fitness enthusiasts.

Collaborations and Partnerships

Onnit Labs has also been successful in forging valuable partnerships with leading athletes, celebrities, and influencers who share the company’s passion for health and fitness. Some notable names include NFL player Earl Thomas, MMA fighter Michelle Waterson, and actor Chris Hemsworth. These collaborations have been instrumental in spreading the Onnit Labs message and increasing brand visibility.

Research and Development

One of the key aspects that set Onnit Labs apart from its competitors is its commitment to research and development. The company has collaborated with various research institutions, such as the Boston Center for Memory, to conduct clinical trials on its products. This scientific approach has helped Onnit Labs gain credibility among consumers and industry experts alike.

Education and Community

Onnit Labs doesn’t just focus on selling products; it also places a strong emphasis on educating and inspiring its customers. The Onnit Academy, a comprehensive online platform, offers a wealth of information on fitness, nutrition, and overall wellness. From workout routines to recipes and expert advice, the Onnit Academy is designed to empower individuals to take control of their health and well-being.

Furthermore, Onnit Labs fosters a sense of community among its customers. With an active social media presence, the company encourages interaction and engagement among its followers. The Onnit Tribe, a Facebook group, serves as a platform for users to share their experiences, ask questions, and offer support to one another.


In conclusion, the ownership of Onnit Labs has evolved over the years, beginning with founder Aubrey Marcus and eventually leading to the acquisition by Unilever. While the company’s ownership has changed hands, the driving force behind Onnit Labs’ success remains its unwavering commitment to human optimization.

With a comprehensive range of supplements, fitness equipment, and apparel, Onnit Labs has established itself as a leading brand in the health and fitness industry. The company’s collaborations with influential figures like Joe Rogan and its ongoing dedication to research and development further contribute to its credibility and popularity.

As Onnit Labs continues to grow under the Unilever umbrella, one can expect even more innovative products and resources designed to help individuals achieve their peak potential. The company’s journey serves as a testament to the power of passion, dedication, and collaboration in building a successful brand.