If you watch Shark Tank, you probably remember the episode where a headband promised to make you sharper—no coffee needed. That device is LIFTiD, a neurostimulation gadget made to boost focus and alertness by running a gentle current across your forehead. It’s the kind of product that makes you wonder: “Does this actually work, or is it just another gadget with big talk?” Here’s an updated look at where LIFTiD stands now, what’s changed since their Shark Tank pitch, and whether people are really using this thing every day.
Who’s Behind LIFTiD, and What’s the Point?
LIFTiD was created by Ken and Allyson Davidov, a couple who thought there ought to be a non-chemical alternative to the endless stream of caffeine and sugary drinks. Ken is no stranger to product development, but with LIFTiD, he and Allyson wanted a way for busy people—students, gamers, athletes, and just about anyone needing a mental “lift”—to get sharper without stimulants.
The idea centers on transcranial direct current stimulation, or tDCS for short. Basically, you wear a headband and let it send a mild current via electrodes, zapping your frontal lobe for a quick 20 minutes. The claim is simple: do this daily, and you could see better focus and mental stamina.
LIFTiD’s Appearance on Shark Tank
So, what happened when LIFTiD landed in front of the Sharks? Ken and Allyson pitched their product during Season 12, Episode 5. They were hoping to land $200,000 in investment for a 10% stake in the company. That put their valuation at a cool $2 million.
Right away, the pitch was interesting. The Davids highlighted that the headband could be an alternative to your afternoon coffee or pre-exam energy drink. At the time, they’d sold just over a thousand devices, with a total of $126,000 in revenue. Each unit sold for $149—certainly not an impulse buy.
A few Sharks tried the device themselves. There were some raised eyebrows as the headband buzzed away. The founders brought up the science, noting thousands of studies back up tDCS’s safety and effectiveness, at least in controlled settings.
But then came the skepticism. The Sharks questioned the bold claims about boosting focus, especially when they dug into the science. Lori Greiner, for one, was pretty blunt about being cautious with brain-stimulating products sold direct-to-consumer. The fear of legal problems or possible negative side effects was real.
In the end, none of the Sharks were comfortable enough to make a deal. Some cited the risk of lawsuits as too much, others just weren’t convinced the product could change the daily routines of American coffee drinkers. LIFTiD left the tank empty-handed, but not defeated.
Life After Shark Tank – What Changed?
If you’re wondering if TV exposure helps—even without a deal—the answer seems to be yes. LIFTiD saw a surge in online traffic right after their episode aired. People wanted to know if stimulating your brain at home was the next productivity hack.
The company pushed on, selling the headband through its website and a few online retailers. In 2019, LIFTiD even picked up the Gadget Flow Best Product award, which helped with credibility in a space crowded with “miracle gadgets.” Word of mouth did the rest, as user testimonials rolled in.
But the most surprising part? As of the latest updates, LIFTiD is still very much in business. Not just surviving—a recent valuation puts the company’s worth around $35 million. That’s a big leap from the $2 million figure at the time of their TV pitch.
User Feedback and Everyday Results
For any device that claims to make you sharper, user stories matter. LIFTiD’s customer reviews tend to fall into two main camps. Some users say that after just a few weeks of short, daily sessions, they can work longer without their minds wandering. They talk about more productive study hours, fewer sluggish afternoons, and even better results in activities like competitive gaming.
Others are more reserved. A few say the effects are subtle, or that they’re not sure it’s anything beyond placebo. That isn’t surprising, since focus and alertness come down to a lot of factors—sleep, diet, caffeine habits, and so on.
Still, across online platforms, the thumbs-up reviews outnumber the skeptical ones. Most users who keep at it for a full month seem to notice at least some improvement in their ability to buckle down for longer sessions.
Breaking Down How LIFTiD Works
The nuts and bolts of LIFTiD are uncomplicated. You get a white headband with two soft electrodes. You wet the sponges, stick them to your forehead, and turn the device on. A gentle current is delivered for 20 minutes. The science behind tDCS says this can temporarily “prime” your frontal lobe, the brain region involved with memory, attention, and planning.
Unlike energy drinks, there’s no jittery come-down or crash afterward. Again, the target audience is pretty wide: students gearing up for finals, coders burning the midnight oil, e-sports competitors, and even professionals prepping for a big presentation.
The company recommends using the device only once a day, up to 20 minutes. They make a point to say tDCS is low-risk, but they still advise against using it if you have epilepsy, metal plates in your head, or any brain-related conditions.
Who’s Actually Using LIFTiD?
It’s mostly people who already care quite a bit about productivity or performance. College students and graduate students in demanding programs use it to get through long study marathons. Gamers want that extra alertness edge. Office workers who can’t drink another cup of coffee by 3 p.m. are keen to at least try something new.
There are also stories about busy parents using the gadget after putting the kids to bed, hoping for a focused hour to get through their email inbox. Some athletes even add it to their routine, especially those in sports that require intense concentration, like chess or e-sports.
Where Can You Buy It, and Has It Won Any Awards?
If you’re interested, LIFTiD is still available online at the company’s site and through several well-known gadget retailers. You won’t find it at your local Walmart—at least, not yet. The price stays around $149, which isn’t exactly cheap, but falls in line with other at-home cognitive gadgets.
Recognition hasn’t only come from TV. The product picked up the Best Product nod from Gadget Flow in 2019. That award isn’t limited to neurostimulation gadgets—it covers a lot of tech and consumer products, so it’s a decent signal of general appeal.
What Do Users Say Actually Improves?
The most common improvement reported? Focus. People who keep to the recommended daily schedule claim they can read or work for longer periods before drifting off. Some mention more mental stamina during exams or long work presentations.
A few early adopters even claim their productivity went up enough that they cut back on caffeine, which is probably the highest praise possible from someone who used to live for their morning coffee. Not everyone feels major changes right away, though—some users only noticed an effect after consistent use for a few weeks.
Summary Table
| Aspect | Details |
|———————|——————————————|
| Founders | Ken & Allyson Davidov |
| Product | Neurostimulation headband (tDCS device) |
| Ask on Shark Tank | $200,000 for 10% equity |
| Deal Outcome | No deal |
| Current Status | In business, ~$35M valuation |
| Key Benefit | Enhanced focus, alternative to caffeine |
So, Did Shark Tank Help LIFTiD?
The short answer is yes, but not in the way everyone expects. The Sharks passed, but the episode gave LIFTiD a national spotlight that would have been expensive to buy as ads. Sales jumped, online conversation spiked, and people began to take the gadget more seriously. The skepticism from the Sharks wasn’t the end—instead, it set up LIFTiD as a product with nothing to hide.
Since then, the business has only grown. Reviews continue to be mostly positive, and the valuation increase is pretty striking for a company with a relatively niche product. LIFTiD’s founders seem content to focus on steady growth and proving their device through real-world use and long-term user stories.
If you like reading these kinds of updates on Shark Tank products and where they are now, you might want to check out Read My Business for more stories.
Final Thoughts: Is LIFTiD Worth a Look?
At the end of the day, LIFTiD stuck to its vision, even when the investors with the deepest pockets walked away. Right now, it’s a viable option for people looking for a safer, non-chemical way to try and boost productivity. The science around tDCS is still developing, and while the device isn’t for everyone, the company’s ability to weather early doubts is impressive.
If you’re curious and can swing the price, LIFTiD is still easy to buy online. And as long as you’re realistic about what any gadget can do, it could give you just enough of a nudge during your next busy week. For now, the company seems happy to keep improving the product and building trust one user—and one focused study session—at a time.
