ONNIT is the New-Age Fitness-Focused Community
The FUTRSPRT Interview Series: ONNIT CEO Jason Havey Talks About ONNIT’s All-Encompassing Fitness Ecosystem
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By Matt Bowen
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FUTRSPRT Interview Series presents conversations with some of the sharpest minds in sports tech. Leaving no angle of competition or fan experience unscathed FUTRSPRT showcases those creating the future of sports right before our eyes.
What is ONNIT?
From the outskirts, it’s a supplement brand that provides healthy-lifestyle content. Look closer and it’s about to take the world by storm. ONNIT is a brand that other brands aspire to be — it’s backed by science, has a robust menu of consumer products, is its own de facto media company, and has built a community of individuals focused on being their best selves.
ONNIT is primal yet modern — Modern Primal if you will.
Founded by Aubrey Marcus, ONNIT began as a supplement company. In 2013 it launched a kettlebell, which turned the company into a five-star recruit in the workout world. Fitness, nutrition, wellness, and supplementation are all covered under the ONNIT umbrella. Something not listed is education, which is also at its underlying core. According to CEO Jason Havey, Marcus founded the company under the zeitgeist of, “people want to feel better, be more mobile, and hurt less.”
Havey, who became CEO in March 2020, is the epitome of the power of ONNIT. He learned of the company through an appearance Marcus made on the Joe Rogan Podcast(episode No. 43). He became so interested in the company he quit his career managing a hotel and moved 1,200 miles from home to join the company because he felt it would be a “meaningful job.” Who does that? Jason Havey, that’s who. This gut instinct has treated him well — he’s now the CEO. From ultra-fan to CEO, now that’s a dream come true.
The ONNIT way of life includes kettlebells, maces, and clubs in its workouts as a way to be “agnostic in the path to optimization.” In fact, the company believes in total human optimization(THO). It also offers high-protein snack foods along with mental, emotional, and wellness content.
Havey states that ONNIT “has evolved from aspirational to inspirational to affirmational.”
“We conducted a focus group and were taken by surprise because users were pretending to be sponsored by ONNIT.” It should be of little surprise that ONNIT has a “pro” team, which includes professional MMA fighters, skateboarders, fitness experts, and Joe Rogan himself.
If you think this is a marketing ploy, don’t kid yourself — in the age of authenticity these pros wouldn’t bother with some snake oil.
Speaking of snake oil, ONNIT is anything but and is determined to break away as a real solution to supplements. Havey tells FUTRSPRT that ONNIT’s supplements are a stack of individual plants that show cognitive benefits on their own. Combined together and eureka, we have ONNIT.
The company isn’t shy to invest plenty of capital in clinical research and has conducted successful university studies. ONNIT even brought in a doctor from Florida State University after he performed studies on the product and was knew it was legit. Its clinical studies are posted for all to see on its website and can be seen here.
Speaking with Havey, he’s living the dream, but he couldn’t be more down-to-earth. He’s simply a good dude who cares. ONNIT’s in good hands.
What tech are you using in your personal life that you love right now?
“The Oura Ring. Sleeping well has made me better. Also, Muse, which helps me meditate.”
The man is in-tune with his body and mind.
“Wearable tech is going to rule the world.”
What’s next from ONNIT from a product perspective?
“We’re refocusing on core our products and intend to innovate around cognitive supplements. We’re expanding our Alpha Brain® product line. For the last 40–50 years, the talk has surrounded heart health but we’re just starting to talk about brain health. We’re focused on education surrounding the brain and brain-health proliferation.”
Havey continues, “another big focus in 2021 is content.”
“Our ONNIT 6 program is an on-demand, at-home workout that features body weights. It’s six weeks long and is intended to be less intimidating. ONNIT 6 is part of our strategy to launch smaller programs that are less intimidating is based around education.”
ONNIT has also launched it’s Hydro Core bag. The bag looks like a flotation device but doubles as another agnostic way to become all-world fit. It falls right in line with ONNIT’s other workout devices — odd-looking yet realistic, a tool that pays tribute to our ancestors in an agrarian/industrial society. What did people do in the past — they carried water from the source, tilled the earth, and pounded fence post by swinging a variant of sledgehammers.
In three years ONNIT will be known for ________?
“I’m going to fight for ONNIT being known as the preeminent supplement company in the world.”
ONNIT has what it takes to put the stigma surrounding supplements to rest. It also has a tribe of loyal members committed to changing themselves and the world.
For ONNIT, it’s truly a community of individuals optimizing themselves to reach unforeseen peaks. Looking at the entire business landscape ONNIT should be recognized as a leader. eComm powerhouses, fitness stalwarts, and legacy brands who simply like to slap a logo on it all have something to learn from ONNIT — Modern Primal is here to stay.
The following is an affiliate link to ONNIT’s products. Should this story’s link lead to a purchase FUTRSPRT will receive a sliver of the sale. FUTRSPRT received no other compensation for the article above.
onnit.sjv.io/GrPPn
