Neutonic Raised $6 Million By Turning Creators into Investors
In April 2026, Modern Wisdom podcast host Chris Williamson and fitness entrepreneur James Smith raised $6 million at a $60 million valuation for their drink, Neutonic.
The nootropic beverage company is already a massive success, having sold over 7.5 million cans since 2023 and topping Amazon’s energy drink/grocery categories.
Even so, deals like this in a vacuum aren’t particularly groundbreaking. Here’s what separates this round from nearly every other creator business fundraise.
Codie Sanchez. Dan Martell. Ross Edgley. Ring any bells?
Neutonic’s investors are also creators.
Most companies get their money elsewhere and sign creators to fixed brand deals.
That’s how creator-businesses have operated for the last decade. Pay your creator-affiliate a flat fee, rent their audience for the advertising campaign, and pocket all the appreciation yourself.
Neutonic’s fundraising rounds, on the other hand, have promoted their creator partners from affiliates to legitimate owners. The beverage company’s upside is now directly tied to the creators’ upside.
The potential returns for Codie Sanchez, Dan Martell, and the other partners are uncapped. However, their responsibilities have also multiplied tenfold because their returns directly depend on Neutonic’s success.
So why did Chris Williamson and James Smith give creators equity in place of an established VC firm?
It’s because the Neutonic’s creator investors have capabilities that traditional investors lack.
With an entrepreneurial, productivity-oriented owner like Codie Sanchez, Neutonic receives more than just capital. They also gain distribution channels, credibility signals, and direct access to their target audience.
And if Neutonic continues on its current upward trajectory, the creators who bought in could receive profits surpassing any brand deal.
Only because of their audience knowledge, not their audience size.
Have you cultivated a relationship with your following that’s specific and trusted enough to warrant a brand aligning you with their long-term success?