Who Owns AG1?

Chris Ashenden founded Athletic Greens in December 2010. Ashenden, a New Zealander who had worked as a police officer, developed the product after years of digestive health problems and intensive research into nutrition. The concept was a single daily powder that combined vitamins, minerals, probiotics, and plant extracts, replacing a cabinet of separate supplements. The first version went on sale online in 2010, initially targeting the New Zealand and Australian markets before shifting focus to the United States.

For its first decade the company grew quietly with almost no traditional advertising. Growth came through podcast sponsorships and influencer endorsements, a channel Athletic Greens helped pioneer. The brand became closely associated with hosts such as Tim Ferriss, Joe Rogan, Andrew Huberman, and Lex Fridman. Revenue was roughly $150 to $160 million by 2021, generated almost entirely through subscriptions on the company's own website.

Two changes in late 2021 reset the business. In December, Kat Cole joined as president and COO, bringing operating experience from Focus Brands. Around the same time the company rebranded from Athletic Greens to AG1, dropping words that limited the audience to athletes and positioning the powder as a broad daily health product. The rebrand consolidated the company around a single SKU.

In January 2022 AG1 raised $115 million led by Alpha Wave Global at a $1.2 billion pre-money valuation, making it a unicorn. Capital went into supply chain, a growing physical product line that added AG1 travel packs and later AGZ, a sleep-focused drink, and early moves toward retail after more than a decade as a pure direct-to-consumer business. The product holds NSF Certified for Sport certification, which opened marketing to professional athletes and leagues including a partnership with Ripper GC of the LIV Golf League.

Reported revenue reached approximately $600 million in 2024 with profitability, a rare combination in subscription commerce. In April 2026 Reuters reported that AG1 was exploring a full or partial sale with Goldman Sachs at a valuation potentially above $2 billion, against a backdrop of rising supplement sector acquisitions by Unilever and Danone. As of October 2026 the company remains independent.