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SETT’s “Vice-Wellness” Bet: A Nicotine-Like Focus Without Nicotine — Inside Founder Matt Wan’s Playbook
TL;DR: Former Momentous founder Matt Wan is back with Sett, a “functional pouch” company built around Ceretine™ — a proprietary, non-nicotine active designed to deliver nicotine-like focus and calm with fewer downsides. In our conversation, Wan broke down the science, who it’s for, early user feedback (including anecdotal HRV improvements when switching from nicotine), and his personal Flow Stack for training, sleep, and recovery.
⚡ The Big Idea
Category: Functional pouches (think ZYN-style format, different active)
Thesis: People won’t stop using stimulants — but they will adopt healthier, smarter alternatives when they’re accessible and less stigmatized.
Positioning:
1️⃣ Health-conscious nicotine users seeking control over intake
2️⃣ Nicotine-curious performers wanting the focus boost without the baggage
🧬 What SETT Actually Is
Active: Ceretine™, a synthetically derived molecule (not tobacco, not nicotine) produced via a process similar to synthetic nicotine, using modified B vitamins.
Mechanism (per Wan): Structurally similar enough to nicotine/acetylcholine to bind nicotinic acetylcholine receptors for alertness & focus — but with weak binding to the α6 receptor subtype, believed to drive nicotine dependence.
Formulation: pH-neutral (gentle on gums), no microplastics, and built for cleaner daily use.
⚠️ Wan does not make medical claims. Cardiovascular and dependence assertions are hypotheses, supported by mechanism + early anecdotal reports.
💬 Early Feedback & Use Cases
Habit control: Heavy pouch users (~1 can/day) report shifting to more intentional use (~3–5 pouches/day).
Sleep & HRV: Users switching from nicotine to Ceretine™ report better HRV and deeper sleep — not yet clinically studied, but directionally consistent with reduced stimulant load.
🍃 Lineup & Flavors
Strengths: 3 mg | 6 mg | (9 mg planned)
Flavors: Wintergreen | Raspberry Lemon | Unflavored (+ 2 new flavors coming)
Why it matters: Variety combats “flavor fatigue” for all-day users.
👤 Founder File: Why Matt Wan
Background: Multi-sport athlete turned endurance runner (XC, track, Nordic skiing)
Previous venture: Momentous, a performance-supplement brand focused on evidence-based nutrition
Entrepreneurial edge: He looks for contrarian spaces — like “vice-wellness” — where pragmatic swaps can create real, lasting behavior change.
🧩 Matt Wan’s Flow Stack (Practices & Products)
Sleep Ritual: Hatch alarm + guided meditation → automatic nightly wind-down
Fueling Unlock: High-carb intake during endurance training → better recovery + energy
Favorite gels: GU Roctane | Alec’s picks: Maurten, Untapped, Honey Plus, Cadence Core Bars
Wearables: Prefers Oura for sleep tracking; skeptical of wrist-HR accuracy during training
Gear: HOKA running shorts — “light, fast-drying, perfect for long runs”
Supplements:
AM → Ashwagandha, Rhodiola, Red Yeast Rice (1 g), Omega-3s
PM → Red Yeast Rice (1 g), Magnesium Glycinate (~300 mg), L-Theanine, + occasional Metformin (~500 mg) at night if no AM workout
Caffeine + SETT used strategically (mid-morning to evening cutoff; off on weekends to reset tolerance)
Wan reports notable LDL improvement after adding red yeast rice — personal data, not a clinical trial.
🌐 Where to Find Them
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