How Michael Brandt Turned Ketones Into a $100 Million Business

Brandt, a Stanford computer science graduate, began his journey in 2014 by attempting to bottle ketones—a metabolic energy source typically produced only during starvation or intense exercise. When he started, the market was nonexistent, and one early investor estimated his probability of success at less than 1%. To overcome this, he shifted from selling the underlying science to selling a specific, repeatable feeling of focus.

The company’s path to growth relied on unconventional partnerships and a strategic pivot in branding. While early adopters, including Navy SEALs, tolerated the product’s harsh fermented taste, the company eventually developed fruit-flavored options to capture a broader retail audience. High-profile endorsements proved instrumental, particularly the organic support of Joe Rogan, who promoted the product before any formal business relationship existed. Today, the company counts Chris Hemsworth, Jake Paul, and Jon Jones among its backers, with products stocked at Target, Sprouts, and Vitamin Shoppe. Brandt now claims his company controls 80% of the ketone market, having built its own supply chain to secure a competitive advantage.