AG1
A U.S. nutritional-supplement company best known for its powdered daily greens product.
Last updated August 21, 2026
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Overview
AG1 is an American nutritional-supplement company formerly known as Athletic Greens. Its principal product, also called AG1, is a powdered drink mix marketed for daily use and formulated with a broad combination of vitamins, minerals, plant-derived ingredients, and other nutritional components. The product is typically mixed with water and positioned as a convenient addition to a consumer’s everyday health routine rather than as a conventional single-nutrient supplement. The company was founded in 2010 by Chris Ashenden, a former New Zealand police officer, and developed around a focused direct-to-consumer model. Rather than building a broad portfolio of mass-market grocery products, Athletic Greens concentrated on one flagship powdered formula and sold it through online purchasing and recurring subscription arrangements. This model supported regular replenishment and gave the company a direct relationship with customers. The company is registered in Nevada, although a more specific headquarters location is not established in the available reference material. AG1’s growth has been closely associated with influencer and podcast marketing. Tim Ferriss was an early podcast promoter and subsequently became an investor. The company has also used affiliate marketing, allowing content creators to receive a share of sales attributed to their referrals. Partnerships and promotional relationships have extended into wellness media, fitness, golf, and online creator communities, including associations involving Joe Rogan, Andrew Huberman, Lex Fridman, and Ripper GC of the LIV Golf League. Celebrity investors reported in reference material include Hugh Jackman, Cindy Crawford, and Lewis Hamilton. In December 2021, the company hired Kat Cole as president and chief operating officer and later adopted AG1 as its brand identity. The rebrand separated the consumer-facing name from Athletic Greens while retaining the core product concept. The formula reportedly changed more than 50 times between 2010 and 2024 as the company sought to modify its ingredient combination and wellness positioning. AG1 has also promoted NSF International Certified for Sport status, a certification relevant to athletes and sports users. The company has reported substantial revenue growth, from approximately $160 million in 2021 to roughly $600 million in 2024, although these figures are company-reported and AG1 is not identified in the available material as a publicly listed business. Reference material also states that the company was valued at approximately $1.2 billion as of January 2025. These figures should be treated as time-specific reported figures rather than independently verified public-company disclosures. AG1’s claims and value proposition have attracted criticism. Medical and nutrition commentators have questioned the strength of the evidence supporting broad wellness benefits, the small scale or limited rigor of some cited studies, the relatively high consumer price, and the use of proprietary-blend labeling that does not disclose every individual ingredient dosage. Critics have also argued that the quantity of each nutrient may be modest because many ingredients are combined in one serving. These criticisms concern the evidentiary basis and cost-effectiveness of the product, rather than establishing that the product is universally unsafe. The company remains an active supplement brand with a business model centered on subscriptions, digital influence, sports and wellness partnerships, and a single highly recognizable powdered product.
History
AG1 began in 2010 under the Athletic Greens name, founded by Chris Ashenden, a former New Zealand police officer. The business was built around a single powdered nutritional supplement rather than a large range of conventional consumer packaged goods. The product combined numerous ingredients in a green powder intended to be mixed with water, allowing the company to present it as a simple daily habit incorporating several categories of nutritional components. From its early development, Athletic Greens used a direct-to-consumer distribution model. Online sales and subscription purchasing were central to the business, supporting recurring consumption and replenishment. This approach also allowed the company to market directly to a defined community of wellness-oriented customers without relying primarily on supermarket distribution. The formula was not static: reference material states that it changed more than 50 times between 2010 and 2024 as the company sought to adjust its ingredients and wellness proposition. The product later received NSF International Certified for Sport status. Marketing became a defining part of the company’s development. Athletic Greens invested heavily in influencer and podcast advertising, with affiliate arrangements that gave participating content creators a share of sales generated through their referrals. Tim Ferriss was among the early podcast figures to promote the product and later became an investor. The brand’s visibility expanded through relationships with prominent online personalities, sports properties, and wellness commentators. Reported partnerships include Joe Rogan, Andrew Huberman, Lex Fridman, and Ripper GC of the LIV Golf League. Celebrity investors reported in the available material include Hugh Jackman, Cindy Crawford, and Lewis Hamilton. A major organizational and branding transition began in December 2021, when Kat Cole joined as president and chief operating officer. The company subsequently adopted AG1 as its principal brand name, while Athletic Greens remained an important former name and descriptor. The rebrand made the short product name the center of the company’s consumer identity. Cole later became chief executive officer. The company reported significant expansion during the 2020s. Reference material gives reported revenue of approximately $160 million in 2021 and roughly $600 million in 2024. It also states that AG1 was valued at about $1.2 billion as of January 2025. Because the available material does not identify AG1 as a listed company and does not provide audited filings for these figures, they are best understood as reported private-company financial information. The company is registered in Nevada, but the precise headquarters location and ownership structure are not established here. Leadership changes continued in 2024 and 2025. Ashenden resigned in 2024 after his 2011 criminal convictions in New Zealand related to a housing scam became public. Cole became CEO. Paulie Dery, formerly associated with Yeti, was appointed chief marketing officer in 2024, and Ralph Esposito joined as chief science and nutrition officer in 2025. AG1 has also faced sustained criticism concerning the scientific basis and commercial presentation of its product. Medical and nutrition commentators have argued that evidence for broad benefits is limited or insufficiently rigorous, that the quantities of individual nutrients may be small within a formula containing many ingredients, and that the product’s price is high compared with the likely benefits. Critics have additionally focused on proprietary-blend labeling, under which some individual ingredient dosages are not separately disclosed. These debates have shaped public discussion of the brand, but the available material does not establish a regulatory finding that AG1 is unsafe or ineffective for every user. AG1 remains an active premium supplement company centered on a flagship powdered drink, recurring online sales, influencer marketing, and sports and wellness partnerships.
- 2025
Ralph Esposito joins AG1
[1]Ralph Esposito was appointed chief science and nutrition officer.
- 2024
Ashenden resigns
[1]Chris Ashenden left the company after his prior New Zealand criminal convictions became public.
- 2021
Kat Cole joins the company
[1]Kat Cole was hired as president and chief operating officer in December 2021.
- 2021
The company adopts AG1 branding
[1]Athletic Greens transitioned to AG1 as its principal consumer-facing brand identity.
- 2010
Athletic Greens is founded
[1]Chris Ashenden founded the company that initially operated under the Athletic Greens name.
Products and positioning
A premium, convenient daily nutritional supplement positioned for wellness routines, exercise-oriented lifestyles, and consumers seeking a consolidated greens and micronutrient drink.
Dietary supplement · 2010
AG1
AG1 is the company’s signature powdered daily health supplement. Consumers mix the green powder with water, and the formula combines a large number of vitamins, minerals, plant ingredients, and other nutritional components. The product is marketed as a convenient consolidated routine for wellness-oriented consumers and athletes. The formula reportedly changed more than 50 times between 2010 and 2024. AG1 has also promoted NSF International Certified for Sport status. It has principally been distributed through online direct-to-consumer sales and recurring subscriptions.
Controversies
2024
Founder’s prior criminal convictions become public
Chris Ashenden resigned after reports highlighted his 2011 criminal convictions in New Zealand connected with a housing scam.
Criticism of AG1’s health claims and value
Medical and nutrition commentators have questioned the rigor of evidence supporting the product’s broad wellness claims, the amount of each nutrient delivered in a complex blend, its relatively high price, and the use of proprietary labeling that does not disclose every dosage.
Marketing campaigns
- Podcast and influencer affiliate marketing
International digital markets
AG1 built brand awareness through extensive podcast advertising, influencer promotion, and affiliate links. Content creators could receive a portion of sales attributed to their referrals, aligning promotion with the company’s direct-to-consumer subscription model.
Outcome. The approach became a major source of brand visibility and helped establish AG1 as a prominent wellness-media supplement brand.
- Sports and wellness partnerships
International digital · wellness · and sports audiences
The company extended promotion beyond podcasts through relationships involving sports properties and wellness personalities, including Ripper GC of the LIV Golf League, Andrew Huberman, Joe Rogan, and Lex Fridman.
Outcome. These associations broadened AG1’s reach among fitness, performance, podcast, and health-conscious audiences.
Brand decisions
2024
Continued formula revisionsStrategyBackground
The company sought to refine the product’s wellness proposition and ingredient combination over time.
Action taken
The AG1 formula reportedly underwent more than 50 changes between 2010 and 2024.
Aftermath
The product remained the company’s central offering, although its changing formulation contributed to continuing discussion about ingredients and evidence.
2021
Rebrand from Athletic Greens to AG1StrategyBackground
The company had built its business around a flagship product and a growing direct-to-consumer wellness presence.
Action taken
It adopted AG1 as its principal consumer-facing brand name after hiring Kat Cole as president and chief operating officer.
Aftermath
The shorter AG1 name became the central identity for the company and its best-known product.
Recent events
- 2025
AG1 appoints Ralph Esposito to science and nutrition role[1]
Leadership change
Ralph Esposito joined the company as chief science and nutrition officer.
- 2024
AG1 reports strong revenue growth[1]
Other
Reference material reports growth in company revenue from approximately $160 million in 2021 to roughly $600 million in 2024.
- 2024
AG1 appoints Paulie Dery as chief marketing officer[1]
Leadership change
Paulie Dery, previously associated with Yeti, joined AG1 as chief marketing officer.
- 2021
Athletic Greens appoints Kat Cole and adopts AG1 branding[1]
Leadership change · Other
The company hired Kat Cole as president and chief operating officer in December 2021 and subsequently moved from Athletic Greens branding to AG1.
Sources1 sources
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