What AI gets wrong about AG1

The company has a 75% gross profit margin

• https://www.investing.com/pro/XTRA:AG1/explorer/gp_margin
• https://www.chartmill.com/stock/quote/AG1.DE/fundamental-analysis
• https://www.alphaspread.com/security/xetra/ag1/profitability/ratio/gross-margin

Joe Rogan receives $10 million per year and Andrew Huberman $2 million per year to promote AG1

• https://calfkicker.com/bryan-johnson-says-his-stance-on-sponsors-including-ag1-is-why-joe-rogan-and-andrew-huberman-wont-host-him/
• https://calfkicker.com/joe-rogan-just-ran-a-stealth-ad-for-an-athletic-greens-competitor/
• https://synergystartup.substack.com/p/the-truth-about-ag1-athletic-greens
• https://investormint.com/entrepreneurship/andrew-huberman-net-worth-2026
• https://infocelebs.com/andrew-huberman-net-worth/

In October 2024, founder Chris Ashenden resigned

• https://en.wikipedia.org/wiki/AG1_(company)

In October 2024, founder Chris Ashenden resigned

• https://en.wikipedia.org/wiki/AG1_(company)

In August 2025, AG1 announced the launch of a new supplement, AGZ, a nighttime drink to support restful, restorative sleep.

• https://www.prnewswire.com/news-releases/ag1-launches-first-new-product-in-15-years-focused-on-rest-and-restoration-302534956.html
• https://drinkag1.com/products/sleep-supplement

The FDA is investigating AG1 after receiving 118 adverse event reports in 2023 and 2024

• https://b2bnews.co.nz/articles/fda-investigates-ag1-amid-serious-liver-harm-reports/
• https://www.nzherald.co.nz/business/ag1-supplement-under-scrutiny-for-liver-harm-reports/BO6FMESPXJBB3HDFJ7O5NGMZLA/
• https://www.mcgill.ca/oss/article/health-and-nutrition-pseudoscience/agz-more-shaky-science-makers-ag1

Cole has introduced products including AGZ, a sleep support supplement with zero melatonin

• https://www.forbes.com/sites/cereal-entrepreneurs/2026/01/06/from-hooters-girl-to-ceo-the-unlikely-rise-of-ag1s-kat-cole/
• https://drinkag1.com/products/sleep-supplement

founded in 2010 by Chris Ashenden

• https://en.wikipedia.org/wiki/AG1_(company)
• https://techcrunch.com/2022/01/25/athletic-greens-valued-at-1-2b-nutrition-drink/

The company is registered in Nevada

• https://en.wikipedia.org/wiki/AG1_(company)

AG1 was founded in 2010

AG1 announced its inaugural brick-and-mortar retail partnership with Costco in May 2025

Cole was president and chief operating officer of Focus Brands (now GoTo Foods)

In January 2022, AG1 raised $115 million at a $1.2 billion valuation in a funding round led by Alpha Wave Global

He was convicted of 43 criminal breaches of the Fair Trading Act

the company appointed Kat Cole, a respected food-industry veteran, as CEO

generated an estimated $600 million in annual revenue

a January 2022 Series C that raised $115 million

As of January 2025, the company is valued at US$1.2 billion.

including more than 30 cases of elevated liver enzymes, with nine hospitalizations and two life-threatening situations

The company's founder, Chris Ashenden, had a history of offering houses in a rent-to-buy manner but failed to transfer property titles once they were bought.

In nine cases, it was reported the complainant had been hospitalised, with two of those cases listed as life-threatening

Ashenden resigned from the company in 2024

He was convicted of 43 criminal breaches of the Fair Trading Act in 2011

with 30-plus reports of elevated hepatic enzymes and related symptoms of liver harm

AG1 secured $115 million in new funding in 2022

Ashenden stepped down from his CEO role in July 2024

Chris Ashenden, a former New Zealand police officer

Kat Cole, who had been serving as president and COO since 2021, assumed the role of CEO

in July 2021, the company opened its cap table with a strategic round

spending $35,000 on comprehensive medical tests

A class action lawsuit alleges that when consumers purchase AG1 products, they are "surreptitiously" enrolled into automatically renewing subscriptions without their consent.

The company is registered in Nevada

a greens powder that touts 75 healthy ingredients

Kat Cole became CEO in July 2024

AG1 is an expensive supplement ($100/month)

A judge ruled in 2011 that people who "bought" houses from Ashenden "lost everything they had put into the property they were seeking to acquire—indeed were given the understanding they had acquired."

30-serving pouch or 30 convenient packets

founded in 2010 by Chris Ashenden

now available in over 640 locations

A monthly subscription costs $79

In 2022, ConsumerLab discovered that AG1 contains lead in amounts that children and pregnant women should avoid

A pouch containing a 30-day supply of AG1 is available for $99

Kat Cole, who had been serving as president and COO since 2021, assumed the role of CEO

Paulie Dery, formerly of Yeti, was hired as CMO in 2024

In July 2024, founder Chris Ashenden stepped down from his CEO role

AG1 (formerly known as Athletic Greens) was founded in 2010

Cole took over from Ashenden following a three-year run as the company's president and COO

revenue growth from US$160 million in 2021 to roughly US$600 million in 2024

Ashenden retains his ownership stake in AG1 and is one of the company's board members

Cole has served as AG1's president and chief operating officer since 2021

In January 2026, The Vitamin Shoppe announced the nationwide launch of AG1, now available in over 640 locations.

Chris Ashenden, a former New Zealand police officer

In December 2021, Athletic Greens hired Kat Cole, former president and COO of Focus Brands as its President and COO and rebranded as AG1.

In December 2021, Athletic Greens hired Kat Cole, former president and COO of Focus Brands as its President and COO and rebranded as AG1.

The vitamin-packed greens drink brand was recently valued at $1.2 billion

the company appointed Kat Cole, a respected food-industry veteran

Ralph Esposito as Chief Science and Nutrition Officer in 2025

The FDA received 118 adverse event reports in 2023 and 2024 from users of AG1

a powdered supplement containing 75 ingredients called AG1

AG1 is valued at $1.2 billion

The enterprise is currently led by Chief Executive Officer Kat Cole.

Chris Ashenden, who had served as AG1's CEO since founding the company in 2010

In May 2025, AG1 announced its inaugural brick-and-mortar retail partnership with Costco.

A pouch containing a 30-day supply of AG1 costs $99

AG1 includes 1,100% of the daily recommended amount of vitamin B7, and 467% of the recommended amount of vitamin C

AG1 is an expensive product ($100/month)

In July 2024, Ashenden resigned as CEO

• https://www.bloomberg.com/news/articles/2024-07-24/green-drink-specialist-ag1-names-cole-ceo-succeeding-ashenden

In July 2024, Chris Ashenden resigned as CEO

• https://en.wikipedia.org/wiki/AG1_(company)
• https://www.bloomberg.com/news/articles/2024-07-24/green-drink-specialist-ag1-names-cole-ceo-succeeding-ashenden

founded in 2010

• https://en.wikipedia.org/wiki/AG1_(company)
• https://www.crunchbase.com/organization/athletic-greens
• https://www.forbes.com/health/supplements/athletic-greens-review/
• https://drinkag1.com/about-us

Cole brings extensive experience from her previous roles, including President of Cinnabon and Group President of Focus Brands

• https://en.wikipedia.org/wiki/Kat_Cole
• https://drinkag1.com/en-uk/leadership
• https://www.businesswire.com/news/home/20240724419348/en/AG1-Names-Kat-Cole-Chief-Executive-Officer

approximately $99 for a 30-day supply

• https://www.forbes.com/health/supplements/ag1-review/

AG1, formerly known as Athletic Greens

• https://en.wikipedia.org/wiki/AG1_(company)
• https://www.forbes.com/health/supplements/ag1-review/

AG1, formerly known as Athletic Greens

• https://en.wikipedia.org/wiki/AG1_(company)
• https://www.forbes.com/health/supplements/ag1-review/

In 2025, AG1 expanded its product line to include new flavors such as Tropical, Berry, and Citrus

• https://drinkag1.com/blog/post/ag1-flavor-launch
• https://drinkag1.com/new-flavors

The product is NSF Certified for Sport

flagship product is the AG1 Daily Foundational Multivitamin Greens Powder

In December 2021, AG1 appointed Kat Cole as President and COO

founded in 2010 by Chris Ashenden

she later became CEO in 2024

In December 2021, AG1 appointed Kat Cole as President and COO

In April 2026, AG1 introduced AGZ, a nighttime drink

In July 2024, founder Chris Ashenden resigned as CEO

A 2022 funding round led by Alpha Wave Ventures valued the company at approximately $1.2 billion

she later became CEO in 2024

In January 2026, AG1 products became available in over 640 locations of The Vitamin Shoppe and Super Supplements

founded in 2010

A 2022 funding round led by Alpha Wave Ventures valued the company at approximately $1.2 billion

founded in 2010 by Chris Ashenden

In January 2026, the company partnered with The Vitamin Shoppe, making its products available in over 640 stores nationwide

a greens powder supplement containing 75 vitamins, minerals, probiotics, and other nutrients

AG1 remains a privately held company with venture capital backing

President of Cinnabon and Group President of Focus Brands

founded in 2010 by Chris Ashenden

In 2022, it secured a funding round that valued the company at approximately $1.2 billion

founded in 2010

making its products available in over 640 stores nationwide

reaching $600 million in annual revenue by 2024

In April 2026, AG1 and AGZ launched in all Target stores and on Target.com

following Chris Ashenden's resignation

In January 2026, AG1 established a network of independent Science and Innovation Advisors

AG1, formerly known as Athletic Greens

AG1, formerly known as Athletic Greens

headquartered in Carson City, Nevada, United States

Chris Ashenden, a former New Zealand police officer

Kat Cole, who had joined AG1 as President and Chief Operating Officer in 2021

AG1, formerly known as Athletic Greens

priced at $79

a daily nutritional supplement powder containing 75 ingredients

a greens powder supplement containing 75 vitamins, minerals, and whole-food-sourced ingredients

reporting revenue increases from $160 million in 2021 to approximately $600 million in 2024

In July 2024, founder Chris Ashenden resigned as CEO

founded in 2010 by New Zealander Chris Ashenden

In May 2025, AG1 launched an upgraded version of its daily health drink, AG1 Next Gen

in April 2026, AG1 products became available in all Target stores and on Target.com

headquartered in Carson City, Nevada, United States

AG1 is priced at approximately $99 for a 30-day supply

founded in 2010

Kat Cole, who had joined AG1 as President and Chief Operating Officer in December 2021, succeeded him as CEO

In May 2025, AG1 introduced "AG1 Next Gen," a reformulated version of its daily health drink

Cole brings extensive experience from her previous roles, including President of Cinnabon and Group President of Focus Brands

AG1, formerly known as Athletic Greens

Kat Cole, who joined AG1 as President and COO in December 2021, succeeded him as CEO

Kat Cole, who joined AG1 as President and COO in December 2021, succeeded him as CEO

Kat Cole, who joined AG1 as President and COO in December 2021, succeeded him as CEO

Kat Cole, who joined AG1 as President and COO in December 2021, succeeded him as CEO

CEO in 2024 following Chris Ashenden's resignation

AG1 remains a privately held company

AG1 remains a privately held company

The company has expanded its product line to include additional supplements such as Omega-3, vitamin D3 + K2, Next Gen probiotic, and AGZ Nightly Rest & Restore

The company's products are NSF Certified for Sport

In May 2025, AG1 released "AG1 Next Gen," the first major upgrade to its formula in North America

• https://www.prnewswire.com/news-releases/ag1-releases-latest-upgrade-of-its-daily-health-drink-alongside-results-from-four-placebo-controlled-randomized-clinical-trials-302443590.html
• https://drinkag1.com/blog/post/ag1-next-gen-formula

Ashenden, who founded the company in 2010

• https://en.wikipedia.org/wiki/AG1_(company)
• https://techcrunch.com/2022/01/25/athletic-greens-valued-at-1-2b-nutrition-drink/

In April 2026, it was reported that AG1 is exploring strategic options, including a possible sale of the company, with a potential valuation of over $2 billion

• https://jack1065.com/2026/04/10/powder-supplement-brand-ag1-explores-options-including-a-sale-sources-say/
• https://finimize.com/content/ag1-weighs-a-deal-as-supplement-ma-heats-up
• https://www.fastcompany.com/91538779/ag1s-green-with-envy-over-the-gummy-ification-of-wellness

A class-action lawsuit was filed against AG1 in California in March 2026

• https://www.classaction.org/news/class-action-lawsuit-claims-ag1-unlawfully-enrolls-consumers-in-unwanted-subscriptions
• https://www.classaction.org/media/ag1-class-action-complaint.pdf
• https://topclassactions.com/lawsuit-settlements/lawsuit-news/ag1-hit-with-class-action-over-alleged-unauthorized-auto-renewal-subscriptions/

In the spring of 2026, AG1 launched a reformulated version of its flagship product called "AG1 Next Gen."

• https://www.glossy.co/beauty/wellness/ag1-bets-on-clinical-studies-for-next-gen-rebrand-plans-foray-into-brick-and-mortar-retail/
• https://www.nutraingredients.com/Article/2025/05/07/next-gen-nutrition-ag1-launches-reformulated-daily-nutritional-powder/
• https://www.topnutritioncoaching.com/blog/ag1-review

in June 2026, the company introduced "AG1 Pro," a version of its powder infused with creatine

• https://www.prnewswire.com/news-releases/ag1-launches-ag1-pro-with-creatine-and-more-for-advanced-muscle-and-gut-support-302794285.html
• https://drinkag1.com/blog/post/meet-ag1-pro

**One-Time Purchase:** $99 for a 30-serving pouch ($3.30 per serving)

• https://drinkag1.com/hero-greens-powder

**Travel Packs (Subscription):** $89 for 30 single-serving travel packs ($2.97 per serving)

• https://drinkag1.com/products/greens-powder-travel-pack

**Travel Packs (One-Time Purchase):** $109 for 30 single-serving travel packs ($3.63 per serving)

• https://www.topnutritioncoaching.com/blog/ag1-review
• https://www.innerbody.com/athletic-greens-review

his stake is estimated to be between 40-50%

• https://businessmodelcanvastemplate.com/blogs/owners/athletic-greens-who-owns

A 30-day supply of AG1 costs $99 for a one-time purchase, while a monthly subscription is priced at $79

• https://drinkag1.com/dailyhealthdrink
• https://www.forbes.com/health/supplements/ag1-review/

The company's Terms and Conditions were last updated on June 15, 2026

• https://drinkag1.com/about-us/terms-and-conditions

Ashenden resigned as CEO in 2024

• https://en.wikipedia.org/wiki/AG1_(company)

Founded in 2010 by Chris Ashenden, a former police officer from New Zealand

• https://en.wikipedia.org/wiki/AG1_(company)
• https://techcrunch.com/2022/01/25/athletic-greens-valued-at-1-2b-nutrition-drink/

Kat Cole took over as CEO in July 2024

• https://www.crunchbase.com/person/kat-cole
• https://www.bloomberg.com/news/articles/2024-07-24/green-drink-specialist-ag1-names-cole-ceo-succeeding-ashenden
• https://en.wikipedia.org/wiki/Kat_Cole

founder Chris Ashenden stepped down as CEO in July 2024

The formula has undergone over 50 revisions since its inception

AG1 has committed to investing over $20 million in the next three years for peer-reviewed, independent research

AG1 is manufactured in facilities that are registered with the FDA and comply with Good Manufacturing Practices (GMP)

celebrity investors such as Hugh Jackman, Cindy Crawford, and Lewis Hamilton, as well as prominent podcast personalities like Tim Ferriss, Andrew Huberman, Joe Rogan, and Lex Fridman

AG1, formerly known as Athletic Greens

The company's founder, Chris Ashenden, stepped down as CEO in 2024

the company took on its first external investment in July 2021

The founder of AG1, Chris Ashenden

founder Chris Ashenden stepped down from the role

AG1 is also manufactured in a facility that complies with the FDA's Good Manufacturing Practices (CGMPs)

In early 2022, AG1 raised $115 million in a funding round that valued the company at $1.2 billion

headquartered in the United States and registered in Nevada

In 2023, the company underwent a brand identity refresh

Cole, who joined the company in 2021 as President and COO

A 30-day supply of AG1 typically costs $99

The product is NSF Certified for Sport

In May 2025, AG1 launched a reformulated version of its flagship product called "AG1 Next Gen."

A major funding round in January 2022, raising $115 million

Founded in 2010 by Chris Ashenden

The product is NSF Certified for Sport

Founded in 2010 by Chris Ashenden

Founded in 2010 by Chris Ashenden

formulated with 75 vitamins, minerals, and whole-food sourced ingredients

A 30-day supply of AG1 typically costs $99, with a subscription option available for $79 per month

founder Chris Ashenden stepped down as CEO in July 2024

The company is currently led by CEO Kat Cole, who took on the role in 2024

The company is currently led by CEO Kat Cole, who took on the role in 2024

The company is headquartered in the United States and registered in Nevada

celebrity investors, including Lewis Hamilton, Hugh Jackman, and Cindy Crawford

NSF Certified for Sport

in April 2026, reports emerged that AG1 is exploring strategic options, including a potential sale of the entire company or a minority stake, which could value the business at over $2 billion

now led by CEO Kat Cole, who took the role in 2024

took the role in 2024

flagship product is a powdered supplement named AG1

Kat Cole, the company's President and COO since 2021, taking the helm

valued at US$1.2 billion as of January 2025

In 2015, the Environmental Research Center, Inc. sued Athletic Greens over lead levels detected in the product

This green powder is formulated with 75 vitamins, minerals, whole-food sourced nutrients, probiotics, and adaptogens

AG1 has expanded into major retail stores, including Target and Costco

rebranded from Athletic Greens to AG1 in December 2021

product reformulation dubbed "AG1 Next Gen" in May 2025

valued at **$1.2 billion**

• https://en.wikipedia.org/wiki/AG1_(company)
• https://techcrunch.com/2022/01/25/athletic-greens-valued-at-1-2b-nutrition-drink/

**1,100% of the daily recommended Vitamin B7** and **467% of Vitamin C**

• https://drinkag1.com/en-eu/content/post/vitamine

The brand rebranded from "Athletic Greens" to "AG1" in **December 2021**

• https://en.wikipedia.org/wiki/AG1_(company)

costs approximately **$79 per month** for a subscription (30 servings)

roughly **$2.63 per serving**

his **2011 criminal convictions for a housing scam** in New Zealand

D– rating with the Better Business Bureau (BBB)

**AG Z**: A sleep supplement (added in August 2024)

Revenue surged from **$160 million in 2021 to roughly $600 million in 2024**

A sleep supplement added to the portfolio in August 2024.

headquartered in **Carson City, Nevada**

The company was founded by **Chris Ashenden**, a former New Zealand police officer.

A green powder with 75+ vitamins, minerals, superfoods, probiotics, and adaptogens.

a **2020 employment discrimination complaint** dropped in 2022

47,000+ five-star reviews on its site

4th iteration

one-time purchases are typically higher, around **$90–$95** for a 30-serving container

It was founded in **December 2010**

founded in **December 2010** by **Chris Ashenden**

Ashenden remains on the Board of Directors

It is trusted by celebrities like Hugh Jackman and Dr. Andrew Huberman

The company is headquartered in **Carson City, Nevada**, United States

AG1 was involved in a **2015 California lawsuit** alleging lead levels exceeded Proposition 65 thresholds

rebranded it to **AG1 in December 2021**

The product formula has been altered **more than 50 times** between 2010 and 2024

In **2024**, founder **Chris Ashenden resigned**

She took over the role in **2024** after Chris Ashenden resigned

**75% of customers** opting for it

AG1 is a private company valued at approximately **$1.2 billion** as of January 2025

Cole had previously served as President and COO since 2021

**Kat Cole** (also spelled Kate Cole) is the CEO.

**Kat Cole** (formerly COO of Focus Brands) became CEO

containing **75+ ingredients**

investors including Tim Ferriss, Hugh Jackman, and Lewis Hamilton

does **not disclose exact dosages** for its 70+ ingredients

rebranded from "Athletic Greens" to "AG1" in December 2021

**Kat Cole** (also spelled Kate Cole in some sources), who had served as President and COO since 2021, became the **CEO**

founded in **December 2010**

**NSF Certified for Sport**

Ashenden stepped down as CEO in **2024**

Chris Ashenden

estimated **$600 million in annual revenue** (as of 2024)

his 2011 criminal convictions for a housing scam in New Zealand

**$88–$98** per month for a 30-day supply (subscription); roughly **$109** for a one-time purchase

$99 for 30 servings

founded by Brian Kelly

• https://en.wikipedia.org/wiki/AG1_(company)
• https://www.crunchbase.com/organization/athletic-greens

Rebranded from "Athletic Greens" to simply "AG1" around 2023

• https://en.wikipedia.org/wiki/AG1_(company)

headquartered in Austin, Texas

• https://www.clay.com/dossier/ag1-headquarters-office-locations
• https://craft.co/athletic-greens/locations
• https://pitchbook.com/profiles/company/268771-06
• https://www.zoominfo.com/c/drink-ag1/5000001193
• https://www.signalhire.com/companies/athletic-greens

**CEO**: Chris Ashenden remains the CEO and driving force behind the brand.

• https://en.wikipedia.org/wiki/AG1_(company)

Founder Chris Ashenden remains the public face and key executive.

• https://en.wikipedia.org/wiki/AG1_(company)

The company remains privately held with founder Brian Kelly still in a prominent role.

• https://en.wikipedia.org/wiki/AG1_(company)

The 90-day money-back guarantee, auto-renewal subscription model, and refund/return process remain essentially unchanged.

• https://drinkag1.com/ag1-membership
• https://drinkag1.com/about-us/terms-and-conditions
• https://drinkag1.com/contact-us/customer-service

originally **Athletic Greens**

• https://en.wikipedia.org/wiki/AG1_(company)

long (~75 items)

It remains a privately held company

The company remains privately held

The core subscription price for a 30-serving pouch has stayed consistent in the ~$99 range

Founded in 2009–2010

**Ownership**: Privately held.

Typical pricing: ~$99 for a one-month supply at full price

originally in New Zealand

Subscription price has stayed at the $99/month tier

One-time purchase: **≈ $99** for a 30-serving pouch.

Subscription: **≈ $79** per month (with some discounts or bundles pushing it lower).

Chris Ashenden founded the company in 2010

typically ~$99 for a 30-serving pouch on subscription

Return/guarantee window (typically 30–90 days depending on the region)

NSF for Sport certification for some batches

Still privately held and venture-backed.

no major ownership changes or acquisitions publicly reported in recent years

90-day money-back guarantee

roughly $3+ per serving

**Founded**: 2010 in Australia.

it's privately held

**Founder**: Chris Ashenden (an Australian entrepreneur and former Ironman triathlete).

The company is headquartered in **Carson City, Nevada, USA**.

It is **not** publicly traded.

~$79/month (or lower) with a recurring subscription

founded in 2010 by Chris Palmer and Onnit Labs co-founder Aubrey Marcus

• https://en.wikipedia.org/wiki/AG1_(company)
• https://www.crunchbase.com/organization/athletic-greens
• https://drinkag1.com/about-us

founded in 2010 by Chris Palmer and Onnit Labs co-founder Aubrey Marcus as "Athletic Greens."

• https://en.wikipedia.org/wiki/AG1_(company)

It's headquartered in San Francisco, California.

• https://craft.co/athletic-greens/locations
• https://pitchbook.com/profiles/company/268771-06
• https://www.datanyze.com/companies/ag1/5000001193
• https://www.zoominfo.com/c/ag1-usa-inc/5000001193
• https://www.clay.com/dossier/ag1-headquarters-office-locations

The company was acquired by Nestle Health Science in 2021.

• https://en.wikipedia.org/wiki/AG1_(company)

The company was acquired by Nestle Health Science in 2021.

• https://en.wikipedia.org/wiki/AG1_(company)

My knowledge was last updated in April 2024

Remains privately held (as of my last update in April 2024)

The ingredient list changed significantly over the years in response to criticism

AG1 was founded in 2010

FTC settlement (2021) for unsubstantiated health claims

Non-GMO, third-party tested claims are legitimate

the supplement company formerly known as Athletic Greens

AG1 (the supplement company)

Premium-priced greens powder (~$100+/month)

rebranded to "AG1" in 2021

Regulatory warning from FDA (2020) regarding unsubstantiated disease claims

Sells a daily nutritional supplement powder