# Onnit
> Onnit is a lifestyle brand based in Austin, Texas, that specializes in cognitive enhancement supplements, functional fitness equipment, and nutritional products. The company is built around the philosophy of 'Total Human Optimization' and is widely known for its flagship nootropic, Alpha BRAIN.
- URL: https://optimly.ai/brand/onnit
- Slug: onnit
- BAI Score: 88/100
- Archetype: Challenger
- Category: Health & Wellness
- Last Analyzed: April 10, 2026
- Part of: Unilever (https://optimly.ai/brand/unilever)
## Also Referenced By
- Bulletproof 360 (https://optimly.ai/brand/bulletproof-360)
- Momentous (https://optimly.ai/brand/momentous)
## Buyer Intent Signals
Problems: Professional Coaching: Hiring a nutritionist and personal trainer to manage cognitive and physical optimization. | DIY Biohacking: Researching individual raw ingredients (e.g., Bacopa, L-Theanine) and purchasing them in bulk to create custom stacks.
Solutions: best nootropics for focus | what is alpha brain | best workout kettlebells | total human optimization supplements | cleanest whey protein powder | unconventional fitness equipment brands | Generic Supplementation: Using basic generic multivitamins and whey protein from grocery stores.