The brain and cognition space, analyzed
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.
Founder · September 11, 2026 · 1 min read
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.
Whether your own roster looks like a string of one off packages or a handful of creators you keep paying is exactly the kind of pattern we can map out for your own brand.
- 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.
Before copying one of these playbooks, it is worth checking the pattern fits your category and not just the shelf it worked on, and that second look is one we are glad to take.
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.
If any of this changes how you would spend next quarter's creator budget, we can pick who to book and read what came back for you.