Brooks Powell's journey from a prospective Baptist minister to the CEO of Cheers, a pioneering company in the health and wellness sector focused on alcohol recovery supplements, is a story of unexpected turns and visionary innovation. Initially set on a path toward religious ministry, his academic pursuits at Princeton University laid the groundwork for a radical career shift that would see him delve into the complex interplay between neuroscience, dietary supplements, and responsible alcohol consumption.
Raised with the goal of entering the ministry, Powell's career took its first unexpected turn during his time at Princeton, where he was a D1 swimmer. The athletic department's stringent policies against dietary supplements sparked his curiosity in the field, leading him to a stealthy exploration of the products in his dorm room, wary of attracting penalties. His academic curiosity wasn't confined within the walls of theology; it extended into the sciences, driven by a neuroscience class that required a deep dive into the effects of various substances on the brain.
"I picked a neuroscience class... The midterm report was essentially to write a 12-page paper on a drug of our choice," Powell explained about the assignment that would pivot his career trajectory. His choice was alcohol, a topic that led him to discover dihydromyricetin (DHM), a compound that would later become the cornerstone of Cheers. His professor's challenge to view alcohol not just as a traditional drug due to its solvent properties only deepened his interest. "Us neuroscientists don't really think alcohol is like a bona fide drug because... it's a solvent," his professor had noted, a statement that spurred Powell further into his research.
This academic project unveiled the potential of DHM, particularly its effectiveness in mitigating the negative effects of alcohol, which was demonstrated in various animal studies. "This team at UCLA posited that it's this flavonoid component within the plant that's...naturally occurring at the tips of the tea leaves," Powell recounted, elaborating on the foundational research that inspired him to start Cheers.
Founded in 2017, Cheers was born out of Powell’s vision to integrate responsible alcohol consumption with health and wellness. The company is built on the premise that smarter drinking habits can form part of a healthier lifestyle, advocating for balance and moderation. Under Powell’s leadership, Cheers has developed products designed to alleviate the aftereffects of alcohol, promoting a harmonious balance that resonates with both casual drinkers and social scenes.
"As CEO, you got to be like... 90% as smart as most of the people in the room. You can never be 100 right? Because they're specialists," Powell offered about his role at the helm of Cheers. His ability to straddle various domains—from supply chain logistics to strategic marketing—has defined his leadership style, marked by a readiness to adapt and innovate.
Powell reflects on the early days of Cheers, recalling the critical moments that shaped the company's direction. "We were very lucky... it feels like dihydromyricetin is like a creatine monohydrate-level ingredient," he observed, highlighting the compound's broad potential beyond just mitigating the effects of alcohol. This strategic insight into DHM's multifaceted applications has played a pivotal role in positioning Cheers at the forefront of the dietary supplement market.
This readiness for innovation is also evident in how Cheers handles its intellectual property. The company holds patents for unique formulations that enhance the efficacy of DHM when combined with other compounds. This strategic focus on innovation has not only spurred the company's growth but has also cemented its competitive edge in a bustling market.
Despite his shift from theology to entrepreneurship, Powell’s foundational values remain intact. He views his role at Cheers as an extension of his ethical beliefs, promoting wellness and responsible habits through each product. His views on alcohol have evolved, recognizing both its cultural significance and the health implications of its consumption.
Looking ahead, Powell envisions Cheers leading a cultural shift toward smarter drinking habits. He aims to expand the company's influence and continue its trail of innovation, ensuring that Cheers remains at the forefront of the health and wellness industry. His journey from a Princeton religion major to a health supplement mogul underscores the unpredictable paths that drive true innovation, marrying business acumen with a commitment to promoting a healthier approach to life’s indulgences.