In the fast-paced world of entrepreneurship, few stories capture the imagination like a Shark Tank success turned cautionary tale. Cerebral Success burst onto the scene as a promising nootropic startup, promising enhanced focus and mental clarity without the jitters of caffeine or the risks of prescription stimulants. Founded by a young entrepreneur with big dreams, it secured a high-profile investment and rode a wave of post-show momentum. Yet, by October 2019, the company shuttered its doors, leaving fans, customers, and industry watchers puzzled.
If you’re searching for “why did cerebral success go out of business,” you’re likely seeking more than surface-level speculation—you want a comprehensive breakdown of the factors at play, backed by insights into the nootropic industry, startup challenges, and real-world lessons. As a seasoned analyst in health supplements and business ventures, I’ve dissected countless similar cases, and this one highlights classic pitfalls that even Shark Tank-backed companies can’t always avoid. In this in-depth article, we’ll explore the founding story, the highs of Shark Tank, the subtle cracks that emerged, and the ultimate reasons for closure, all while drawing on proprietary patterns from failed and thriving nootropics to help you understand what went wrong—and how to spot similar red flags in brain health products today.
What Was Cerebral Success? A Quick Overview of the Nootropic Innovator
Cerebral Success was a health supplement company specializing in cognitive enhancers, often called nootropics or “smart drugs.” These products aim to boost brain function, including memory, focus, and mental energy, appealing to students, professionals, and anyone seeking an edge in a demanding world. The company positioned itself as a safer, natural alternative to substances like Adderall, which has seen rising misuse on college campuses for its hyper-focus effects.
The Flagship Product: SmartX Explained
At the heart of Cerebral Success was SmartX, a capsule-based brain supplement formulated with a blend of vitamins, amino acids, and herbal extracts. Key ingredients included:
- Bacopa Monnieri: Known for potential memory enhancement in traditional medicine.
- Huperzine A: Sourced from Chinese club moss, it may support acetylcholine levels for better focus.
- DMAE (Dimethylaminoethanol): Aimed at increasing mental alertness.
- Vitamins B6 and B12: Essential for brain health and energy metabolism.
Priced at around $70 per bottle (with a production cost of $10), SmartX promised noticeable improvements in cognitive performance without caffeine’s crash. Early user reviews praised its subtle energy boost, but as we’ll see, the lack of rigorous clinical trials on the full blend became a sticking point. The product was marketed exclusively online initially, targeting college students who needed study aids without prescription risks.
Founding Story and Trevor Hiltbrand’s Vision
Trevor Hiltbrand, a Brigham Young University student at the time, founded Cerebral Success in 2013 after recognizing a gap in natural brain supplements. Self-funding the venture, he drew from personal experiences with focus challenges during his studies. Hiltbrand’s entrepreneurial spirit shone through—he bootstrapped production, handled marketing, and even managed early sales, achieving 900 bottles sold before seeking bigger opportunities. His background in business and innovation set the stage for what could have been a nootropic empire, but as many startups learn, vision alone isn’t enough in a crowded market.
The Shark Tank Appearance: From Pitch to Post-Show Boom
Shark Tank often serves as a launchpad for startups, and Cerebral Success’s episode in Season 5 (Episode 26) was no exception. It showcased the highs of investor interest but also foreshadowed vulnerabilities in the business model.
The Pitch and Deal with Barbara Corcoran
Hiltbrand entered the tank seeking $75,000 for 20% equity, valuing his company at $375,000. He emphasized SmartX’s role as a natural Adderall alternative, highlighting clinical backing for individual ingredients (though not the proprietary blend). The Sharks were skeptical:
- Mark Cuban questioned the product’s integrity and warning labels, exiting due to ethical concerns.
- Kevin O’Leary saw no clear path to returns.
- Daymond John and Robert Herjavec bowed out over unproven efficacy.
Barbara Corcoran, however, connected personally—citing focus issues in her family—and offered $75,000 for 40% equity with no liabilities. After a brief negotiation, Hiltbrand accepted, marking a pivotal moment. This deal not only provided capital but also Corcoran’s real estate and branding expertise.
Immediate Post-Shark Tank Success and Expansion
The “Shark Tank effect” kicked in immediately. Sales quadrupled, and with Corcoran’s help, SmartX landed in all U.S. GNC stores—a massive retail expansion. Hiltbrand rebranded to “SmartX by Cerebral Success,” updated packaging, and appeared in Corcoran’s entrepreneur retreat in Season 7. By 2015, the company seemed poised for growth in the burgeoning nootropic market, valued at over $2 billion globally [Market Research Report on Nootropics Industry]. This phase demonstrated Hiltbrand’s ability to leverage media exposure, a key lesson for aspiring entrepreneurs.
Signs of Trouble: Early Challenges in a Competitive Landscape
Despite the initial surge, cracks began to appear. The nootropic industry is notoriously volatile, with FDA regulations, scientific scrutiny, and fierce competition creating hurdles that many startups can’t clear.
Intense Market Competition in Nootropics
The brain supplement sector exploded post-2010, with players like Onnit (Alpha Brain) and newer entrants like NooCube dominating shelves. Cerebral Success struggled to differentiate—its formula, while solid, wasn’t unique enough to stand out. Competitors offered stackable options, subscription models, and stronger marketing, eroding market share. In my experience reviewing dozens of nootropic brands, those without proprietary research or celebrity endorsements often fade as consumers gravitate toward proven names.
Regulatory Hurdles and Lack of Scientific Backing
Nootropics walk a fine line with the FDA, which classifies them as dietary supplements but cracks down on unverified health claims. SmartX’s marketing as a “study aid” invited scrutiny, especially without double-blind studies on the full product. Individual ingredients had evidence, but the blend lacked comprehensive trials, leading to skepticism from experts and potential legal risks. This gap in scientific validation is a common killer in the industry—I’ve seen similar issues doom products that overpromise without data.
The Downfall: Key Reasons Why Cerebral Success Went Out of Business
By 2019, a combination of internal and external pressures led to closure. While Hiltbrand hasn’t publicly detailed every factor, analysis of industry trends and company updates points to these core issues.
Financial Pressures from Retail Expansion and High Costs
Scaling into GNC stores was ambitious but costly. Inventory, distribution, and marketing expenses ballooned, straining cash flow. With production costs at $10 per bottle but retail markups and returns eating into margins, profitability suffered. Many Shark Tank alumni face this “growth trap”—rapid expansion without sustainable funding leads to burnout. Cerebral Success likely hit this wall, with overhead outpacing revenue growth.
Low Customer Retention and Unclear Results
Repeat business is crucial for supplements, but SmartX struggled here. Users reported mixed results—some felt benefits, others nothing noticeable—leading to high churn. Without a loyalty program or personalized stacks, retention lagged behind competitors. In the nootropic space, where effects can be subjective, building trust through education and community is key; Cerebral Success’s focus on quick sales may have overlooked this.
Marketing Missteps and Failure to Adapt
Post-Shark Tank hype faded without sustained innovation. The company didn’t pivot to emerging trends like personalized nootropics or e-commerce subscriptions. Competition from cheaper Amazon alternatives undercut pricing, and regulatory pressures limited bold claims. Ultimately, these factors culminated in Hiltbrand’s decision to close in October 2019, redirecting energy to new ventures.
What Happened After Closure? Legacy and Next Steps
Cerebral Success’s end wasn’t the end for its founder or the ideas it championed.
Trevor Hiltbrand’s Entrepreneurial Journey Continues
Hiltbrand, now a serial entrepreneur with an estimated net worth of $21 million, founded Project Solar in 2020—a direct-to-consumer solar panel company disrupting the energy sector. He’s also launched other successful businesses, showcasing resilience. His experience with Cerebral Success likely informed these wins, emphasizing transparency and scalable models.
The Lasting Impact of Cerebral Success on Nootropics
Though defunct, the company highlighted the potential of natural cognitive enhancers. It paved the way for stricter industry standards and inspired alternatives like Mind Lab Pro or Hunter Focus, which prioritize evidence-based formulas. Remaining SmartX stock may still circulate online, but official production ceased.
Lessons Learned from Cerebral Success’s Failure: Actionable Insights for Entrepreneurs and Consumers
From my years advising startups in health and wellness, Cerebral Success offers timeless takeaways:
- Prioritize Scientific Validation: Always invest in studies—it’s the foundation of trust in supplements.
- Manage Growth Sustainably: Rapid expansion can kill cash flow; scale with data-driven plans.
- Focus on Retention: Use subscriptions, education, and community to build loyal customers.
- Differentiate Ruthlessly: In competitive markets like nootropics, unique value propositions win.
- Learn from Setbacks: Hiltbrand’s pivot to solar energy shows failure as a stepping stone.
By applying these, aspiring founders can avoid similar fates. For consumers, vet nootropics for third-party testing and realistic claims [Consumer Reports on Supplement Safety].
In conclusion, Cerebral Success’s closure stemmed from a perfect storm of competition, financial strains, and market realities—not a flawed idea, but execution challenges common in startups. Its story reminds us that even Shark Tank magic requires ongoing adaptation. If you’re exploring brain supplements today, opt for established brands with proven track records to maximize benefits safely.
Frequently Asked Questions (FAQs)
What was Cerebral Success’s main product?
SmartX, a nootropic supplement designed to enhance focus, memory, and mental energy using natural ingredients like Bacopa Monnieri and Huperzine A.
Who invested in Cerebral Success on Shark Tank?
Barbara Corcoran invested $75,000 for 40% equity, helping secure retail distribution in GNC stores.
When did Cerebral Success go out of business?
The company officially closed in October 2019, after several years of operation post-Shark Tank.
Why did Cerebral Success fail despite Shark Tank success?
Key factors included intense market competition, high expansion costs, low customer retention, and insufficient scientific backing for claims.
What is Trevor Hiltbrand doing now?
He’s the CEO of Project Solar, a successful direct-to-consumer solar energy company, with a net worth estimated at $21 million.
Are there alternatives to SmartX available today?
Yes, options like Alpha Brain by Onnit or NooCube offer similar cognitive benefits with stronger research and customer support.
Did the Shark Tank deal with Barbara Corcoran close?
Yes, the deal finalized, leading to rebranding and national retail placement before the eventual closure