Brain fog and burnout are two increasingly common topics of conversation. And for Anthony Baxter, they were life-changing experiences. While he was building and running a digital marketing agency, Baxter found himself travelling constantly between Australia and New Zealand for work.

“I lived in a hotel for 300 days, caught like 150 planes and was working 80-hour weeks every single week. And then I met this lovely little thing called burnout. I couldn’t get out of bed … my brain was mush,” he tells Broadsheet.

After a period of recovery, which included exploring how nootropics can help the body function, Baxter turned his entrepreneurial spirit towards “smart drugs”. He partnered with co-founder Stu Vaughan to launch Simply Nootropics in 2021.

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Nootropics, also known as cognitive enhancers, are a growing class of substances that claim to boost brain health and support daily functions. The science isn’t simple. But the brand’s approach is. “It’s about helping you to remain in control of what you do, but being able to do it better,” Vaughan says.

The brand currently offers a range of capsules and powders that are designed to target concerns around aging, energy, and sleep and relaxation. Ingredients include ashwagandha, lion’s mane mushroom, L-theanine and NZ pine bark extract, as well as nicotinamide mononucleotide (NMN) and betaine trimethylglycine (TMG).

NMN is an ingredient used to slow the signs of aging, with research showing it’s a stable NAD+ activator and can help to support metabolism, while also improving mental function and emotional balance. TMG can help increase the effectiveness of NMN in the body.

Nootropics alone won’t change your life. But Baxter and Vaughan believe they provide the building blocks to help improve how you feel and how you choose to operate in the world.

“Our products work from the inside and address some of the core issues of a lot of these things,” Baxter says. “People often try to put a bandaid over burnout or brain fog … trying to fix it with a short-term solution, rather than addressing the root cause.”

The team works with Dr Brian P Ramos, who has a PhD in neurobiology from Yale University, to deliver knowledge and insights to their customers. “Education is really important for us as a brand. We have a really active community on Facebook where people can ask questions and share their journey with our support,” Vaughan says.

As with any health changes you make, you should consult a medical professional about suitability for your body and lifestyle before taking nootropics.

simplynootropics.com.au

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