In a recent episode of The Joe Rogan Experience featuring Theo Von, the host once again trotted out his favorite talking point about Alpha Brain, the nootropic supplement from his company Onnit.
When Von mentioned struggling with memory, Rogan immediately prescribed a solution: “Get some alpha brain. Take some. Have you ever take vitamins for your brain?”
But it’s what Rogan said next that reveals just how threadbare this sales pitch has become. After acknowledging his financial stake in the company with an oddly phrased Freudian slip—”Even though I know I’m associated with Alpha with on it and I’m probably lying”—he launched into his well-worn scientific defense: “It’s the only one that I know of that did two double blind placebo controlled studies with the Boston Center for Memory.”
This claim has been Rogan’s go-to shield against criticism for years. Yet a closer examination of those studies reveals why skeptics have consistently called out Alpha Brain’s scientific backing as questionable at best.
The memory improvements documented in the research were negligible, and in some instances, the placebo group actually outperformed those taking Alpha Brain. Perhaps most damning is that the head researcher was already on Onnit’s payroll when conducting the studies—a conflict of interest that calls the entire methodology into question.
The irony is rich when you consider that Onnit has faced multiple class-action lawsuits alleging false advertising. These legal challenges haven’t stopped Rogan from confidently declaring Alpha Brain “the best one” and “the most effective” whenever an opportunity presents itself on his podcast.
What makes this particular pitch especially troubling is the context. Von was genuinely struggling, discussing his difficulties with purpose and memory in what appeared to be a vulnerable moment. Rather than offering substantive advice or perhaps suggesting professional help, Rogan defaulted to his commercial interests, diagnosing and prescribing his own product in one smooth motion.
This exchange encapsulates a broader issue with The Joe Rogan Experience as it exists today. The show has evolved from a platform for open inquiry into something more resembling an infomercial punctuated by occasional conversations.
When your primary response to a friend’s cognitive concerns is to sell them supplements backed by compromised research, you’ve crossed a line from entertainer to salesman.
