# AG1 **Source:** https://geo.sig.ai/brands/ag1 **Vertical:** Consumer Lifestyle & Wellness **Subcategory:** Nutritional Supplements **Tier:** Growth **Website:** drinkag1.com **Last Updated:** 2026-04-22 ## Summary Single-SKU greens supplement brand projecting $600M revenue in 2025 at $1.2B valuation; built almost entirely on DTC subscriptions with no retail distribution; endorsed by Andrew Huberman and powered by word-of-mouth among health-conscious consumers. ## Company Overview AG1 (formerly Athletic Greens) is a New Zealand-founded, US-focused nutritional supplement company that manufactures a single flagship product: a daily all-in-one greens powder. Founded in 2010 and now headquartered in Las Vegas, the company bootstrapped to approximately $160 million in revenue before raising $115 million in a growth round in January 2022 at a $1.2 billion valuation, led by Alpha Wave Global.\n\nAG1 projects revenue of approximately $600 million in 2025, driven almost entirely by direct-to-consumer subscriptions sold online. The company has no retail distribution and no SKU diversification — an unusual strategy that has proven powerful for brand clarity and margin preservation. AG1 products are endorsed by high-profile athletes and health podcasters including Andrew Huberman, fueling viral word-of-mouth and podcast advertising at scale.\n\nIn 2025 the company began expanding into complementary product lines while retaining its minimalist brand identity. Its subscription model creates strong LTV economics, and the company has been reportedly cash-flow positive since well before its funding round. AG1 is often cited as a benchmark for DTC supplement brand building. ## Frequently Asked Questions ### What is AG1 and what does it contain? AG1 is a daily all-in-one greens powder containing 75 vitamins, minerals, whole-food sourced nutrients, adaptogens, and probiotics designed to support energy, gut health, and immune function. ### How does AG1 sell its product? AG1 sells exclusively direct-to-consumer through its website via one-time purchases or subscription plans, with no retail distribution. Subscriptions account for the large majority of revenue. ### What is AG1's approximate revenue? AG1 is projected to reach approximately $600 million in annual revenue in 2025, an extraordinary figure for a company built on a single product sold entirely online. ### What is AG1 and what does the product contain? AG1 (formerly Athletic Greens) is a daily all-in-one greens powder containing 75 vitamins, minerals, and whole-food sourced nutrients including probiotics, adaptogens, digestive enzymes, and vitamin C, D, and zinc. The product is designed to serve as a nutritional foundation—not a meal replacement—that users mix with water or juice once daily as a supplement to a healthy diet. ### How much does AG1 cost and what is the subscription model? AG1 is sold almost exclusively through direct-to-consumer subscription at approximately $79–$99 per month (around $2.63–$3.30 per serving), with discounted pricing for annual subscriptions. A one-time purchase option is available but the subscription is heavily promoted. The subscription model drives AG1's high revenue per customer and lifetime value, though the price point positions it squarely in the premium supplement tier. ### What is AG1's revenue scale and growth trajectory? AG1 projects approximately $600 million in revenue for 2025, up from roughly $160 million before its 2022 funding round. The company bootstrapped to significant scale before raising $115 million at a $1.2 billion valuation from Alpha Wave Global in January 2022. Almost all revenue comes from direct-to-consumer online subscriptions with no retail distribution and a single SKU strategy. ### How does AG1 use podcast and influencer marketing? AG1 has built one of the most aggressive podcast sponsorship programs in the supplement industry, sponsoring hundreds of health, fitness, productivity, and business podcasts simultaneously. The company is also a major sponsor of athletes and health influencers on Instagram and YouTube. This ambassador-driven, content-native marketing strategy has been central to AG1's customer acquisition and brand awareness among health-conscious, high-income consumers. ### Who are AG1's competitors and how does it differentiate? AG1 competes with other premium greens supplements like Organifi, Bloom Nutrition, and Athletic Greens competitors, as well as traditional multivitamin brands. AG1 differentiates through its single-product focus (no product line complexity), premium positioning, extensive clinical-grade formulation marketing, and the endorsement strategy targeting health-conscious professionals. Its price point is significantly higher than most competitors, which is both a positioning statement and a profitability driver. ### Who founded AG1 and when? AG1 (formerly Athletic Greens) was founded in 2010 by Chris Ashenden in New Zealand. The company rebranded to AG1 in 2022 to better reflect its broader wellness positioning beyond athletic performance. ### Is there clinical evidence supporting AG1? AG1 points to the clinical evidence for individual ingredients in its formula (such as B vitamins, vitamin C, zinc, and adaptogens like ashwagandha) rather than clinical trials of the proprietary blend as a whole. Independent reviews note that the formula's ingredient quantities are not always disclosed at clinically studied doses. ### What is AG1's subscription pricing? AG1 subscription pricing is approximately $79 per month (roughly $2.63/serving) with a travel pouch and welcome kit included. Single purchases cost more per serving. The high price point relative to individual supplements is a frequent point of consumer discussion. ### What certifications does AG1 hold? AG1 is NSF Certified for Sport, meaning it is tested for banned substances — a key certification for competitive athletes required to avoid inadvertently consuming prohibited performance-enhancing compounds found in some supplements. ### How does AG1 market its product? AG1 has built its distribution primarily through podcast sponsorships and influencer partnerships, notably becoming one of the most widely heard podcast sponsors across health, science, and productivity-focused shows — a marketing approach that matches its target audience of health-conscious professionals. ## Tags b2c, healthtech, platform, north-america, startup, unicorn --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-22.*