Athletic Greens

AG1, formerly known as Athletic Greens, embarked on its journey in 2010, born from founder Chris Ashenden's personal health struggles and a desire to simplify comprehensive nutrition. Faced with the challenge of his own body not properly absorbing nutrients and the daunting task of taking around 50 pills daily, Ashenden envisioned a single, all-encompassing supplement. This vision materialized as AG1, a powder designed to combine the benefits of multivitamins, probiotics, and whole-food sourced nutrients into one daily serving. The company started with a direct-to-consumer, subscription-based model, focusing on its flagship product, AG1. Early on, Ashenden adopted a unique marketing approach, targeting health influencers rather than relying on traditional advertising, a strategy that proved pivotal to the brand's initial ascent.

Despite early financial challenges, including significant personal debt for Ashenden, Athletic Greens steadily grew, bootstrapping its way to impressive revenue figures. The company operated as a fully remote business from its inception, a model it maintains today with a global team. A significant turning point came in 2021 and 2022, when Athletic Greens secured its first major external funding rounds, culminating in a $115 million investment that valued the company at $1.2 billion. This influx of capital was earmarked for scaling operations, product innovation, expanding geographic reach, and bolstering marketing efforts. The product itself has undergone numerous iterations, with the company emphasizing continuous improvement based on the latest scientific research. In 2023, the company officially rebranded from Athletic Greens to AG1, aligning the company name with its singular, well-known product and signaling its evolution beyond a simple 'greens' powder. Kat Cole, who joined as President and COO in 2021, was appointed CEO in July 2024, succeeding Ashenden who remains on the board. Today, AG1 continues to focus on its mission of empowering people to take ownership of their health through foundational nutrition, with its core product AG1 at the forefront of its offerings.