Shark Tank: What happened to Nootrobox Supplements after the show?

Geoffrey Woo and Michael Brandt appeared on season 8 of Shark Tank seeking a $2,000,000 investment in their memory-enhancing, chewable coffee product, Nootrobox, in exchange for 5% equity. They came in with a $40 million valuation for their company, the highest ever in Shark Tank history.

Unfortunately, Geoffrey and Michael's product pitch failed to secure a deal from the sharks because they spent too much time explaining the vision of biohacking and the ability to enhance human metabolism instead of convincing the sharks of their business potential.

After leaving the show empty-handed, they continued to rework their business model. In 2017, they rebranded Nootrobox as Health Via Modern Nutrition (HVMN) to focus beyond nootropics and into ketones. The same year, they launched their flagship product, Ketone Ester, which improved in 2019 to become Ketone-IQ. In 2020, they secured funding from the US Special Operations Command to study ketones.

With celebrity collaborations over the years, Nootrobox has grown into a multi-million-dollar business, reportedly generating $4 million in annual revenue.

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Shark Tank business Nootrobox sought the highest investment in the history of the show

Geoffrey and Michael stepped into Shark Tank hoping to get a $2 million investment in exchange for 5% of their nootropic supplement company Nootrobox. They were confident about their product and determined to convince the sharks with their pitch. The entrepreneurs wanted to utilize their expertise to expand their product line and distribution while improving their business engagement.

Their products comprised a range of supplements that claimed to boost brain function. They included Go Cubes and chewable coffee cubes for energy. They also sold a supplement called Sprint, which enhances focus and concentration, whereas Rise supported long-term memory and cognitive performance.

The Shark Tank contestants also had a Keto Series with MCT Oil Powder and Ketone Mix to help those on a ketogenic diet. Furthermore, they had the Yawn supplement, a sleeping aid to promote better rest in people. Their products were scientifically designed using researched ingredients that could improve brain performance.

Despite being impressed by the vision of their business model, the sharks were caught off guard by Nootrobox's $40 million valuation. They were suspicious about the company's market potential. Ultimately, they decided not to offer a deal to the young entrepreneurs.

Chris Sacca backed out of negotiations, concerned about possible long-term health effects. Lori Greiner opted out of the competition, advising them to get a better salesperson. Robert Herjavec followed suit, calling their pitch unclear. Kevin O'Leary and Mark Cuban refused to offer a deal, unimpressed with their valuation.

After their appearance on Shark Tank, Michael and Geoffrey saw a significant growth in the number of orders received. Their company started getting six times the usual number of orders. Consequently, they decided to revamp their business model to make it a strong contender in the health and performance industry.

In 2017, they rebranded Nootrobox as Health Via Modern Nutrition (HVMN), shifting their focus beyond nootropics. Later in the same year, they dropped their flagship product, HVMN Ester. By 2019, Nootrobox had dismissed their older products like Go Cubes to concentrate solely on the ketone market.

Ketone Ester became their key product, which was later turned into an improved version called Ketone-IQ.

In March 2019, Ketone-IQ was designed into an energy shot to enhance focus and athletic performance. The same year, HVMN started a podcast about health, nutrition, and diet trends, where Geoffrey and Michael interviewed athletes and experts.

In February of the following year, HVMN secured a $6 million contract from the US Special Operations Command to study ketones for soldiers and pilots. The collaboration lasted until September 2023 and helped them improve Ketne-IQ, boosting its effectiveness and affordability.

Some celebrities Nootrobox collaborated with to promote their products were snowboarder Senna Leith, marathoner Matthew Johnson, and YouTuber Jake Paul.

HVMN's growth continued and reportedly raised over $8.2 million in funding. The Shark Tank contestant has become a top runner in the health and performance industry, generating $4 million in annual revenue.

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Shark Tank season 16 premieres October 18 at 8 pm ET only on ABC.