Why Is Joe Rogan So Popular?

Every morning of my Joe Rogan experience began the same way Joe Rogan begins his: with the mushroom coffee.

It’s a pour-and-stir powder made from lion’s mane and chaga—“two rock-star mushrooms,” according to Joe—and it’s made by a company called Four Sigmatic, a regular advertiser on Joe Rogan’s wildly popular podcast. As a coffee lover, the mere existence of mushroom coffee offends me. (“I’ll have your most delicious thing, made from your least delicious things, please,” a friend said, scornfully.) But it tastes fine, and even better after another cup of actual coffee.

Next, I took several vitamin supplements from a company called Onnit, whose core philosophy is “total human optimization” and whose website sells all kinds of wicked-cool fitness gear—a Darth Vader kettlebell ($199.95); a 50-foot roll of two-and-a-half-inch-thick battle rope ($249.95); a 25-pound quad mace ($147.95), which according to one fitness-equipment site is a weapon dating back to 11th-century Persia. I stuck to the health products, though, because you know how it goes—you buy one quad mace and soon your apartment is filled with them. I stirred a packet of Onnit Gut Health powder into my mushroom coffee, then downed an enormous pair of Alpha Brain pills, filled with nootropics to help with “memory and focus.”