The brain and cognition space, analyzed

How each company would scale

Onnit alphabrain, neurogum, ryze, mudwtr, axoltbrain, dirtea,

Answered, 2026-09-11

The short version. Across the 1,021 creator relationships we hold in this box, 44.2% are one video and nothing else and only 21.9% are a genuine re-hire or a permanent discount code. Nobody on this shelf scales by being re-hired. They scale two other ways: buying several videos at the moment they book somebody, and turning a creator into a standing code.

The package is a small creator thing. A lifestyle vlogger under 25,000 subscribers is bought as a package 39.1% of the time and one over a million is bought that way 3.8% of the time. Magic Mind, which is 23.2% of the whole box on 32 people, is built exactly that way.

• Onnit. Has the machine, stopped feeding it. 71 videos, 50.0% of its creators bought once, 30.0% held.
• Neuro Gum. Best roster of the six, and the smallest. 37 videos, 40.0% of its creators bought once, 10.0% held.
• RYZE Superfoods. Built to cast, not to keep. 109 videos, 71.4% of its creators bought once, 6.1% held.
• MUD\WTR. Closest to the ceiling model, buying too big. 266 videos, 52.6% of its creators bought once, 16.4% held.
• Axoltbrain. Pre programme. 6 videos, 80.0% of its creators bought once, 0.0% held.
• DIRTEA. We cannot see it. 17 videos, 50.0% of its creators bought once, 25.0% held.

The full write up, one tab a brand: How six brain and cognition brands would scale with creators

What it cannot tell you. These are recorded YouTube placements and the scan thins after June 2026. Instagram is capped and TikTok is not scanned at all, so between five and seven of the thirteen channels we check are blind for each of these six brands. A blind channel cannot store a zero.