AG1

What does AG1 own?

AG1 owns its namesake brand and product line, including the AG1 daily greens powder, the AGZ sleep drink, and related accessories. It is a single-brand company with no subsidiaries of note.

Is AG1 publicly traded?

No. AG1 is privately held. Investors include Alpha Wave Global, SC.Holdings, and Bolt Ventures, plus celebrity backers. The company explored a potential sale in 2026 but had not announced a transaction as of October 2026.

Who founded AG1?

Chris Ashenden, a former New Zealand police officer, founded the company in 2010 as Athletic Greens. Kat Cole joined in December 2021 and serves as CEO.

Where is AG1 headquartered?

The company is registered in Nevada and headquartered in Carson City, with offices in Las Vegas and a workforce distributed across more than 20 countries.

How many brands does AG1 own?

Effectively one. The company concentrates on the AG1 flagship product, supplemented by AGZ and accessory items rather than a multi-brand portfolio.

Who owns AG1?

Ownership is split between founder Chris Ashenden, the largest shareholder, and minority institutional investors including Alpha Wave Global. No parent company exists. A sale process reported in April 2026 could change this structure.

What is AG1's revenue?

Reuters reported revenue of approximately $600 million in 2024, up from about $150 million in 2021, with profitability. The company does not publish audited public financials.

Chris Ashenden founded Athletic Greens in December 2010 in New Zealand. A former police officer who had struggled for years with digestive problems, Ashenden formulated a single daily powder intended to cover foundational nutrition. Early sales ran through the company's own website, first in Australasia and then increasingly in the United States, which became the core market.

Through the 2010s the company stayed small in headcount but grew steadily on a distinctive playbook: long-running sponsorships of podcasts read by hosts as personal endorsements. Tim Ferriss, Joe Rogan, and later Andrew Huberman and Lex Fridman gave the brand credibility with high-income, health-conscious listeners. This channel produced growth without retail distribution and without the performance marketing budgets typical of direct-to-consumer brands.

In December 2021, Ashenden recruited Kat Cole, then president and COO of Focus Brands, the operator of Cinnabon, Auntie Anne's, and Jamba. Cole joined as president and COO and drove two consequential changes: a corporate rebrand from Athletic Greens to AG1, shedding a name that narrowed the audience, and a strategic push to professionalize operations ahead of outside fundraising.

In January 2022 the company raised $115 million led by Alpha Wave Global at a $1.2 billion pre-money valuation. Rick Gerson of Alpha Wave and Mark Vadon, founder of Zulily and Blue Nile, joined the board. The round also attracted celebrity and athlete investors including Hugh Jackman, Lewis Hamilton, and Steve Aoki, a group the company used in subsequent marketing.

Under Cole, who moved into the CEO role, AG1 expanded beyond the core powder. It launched AGZ, a sleep-support drink, in 2025, opened an Amazon storefront, and began selective retail and grocery conversations that accelerated through 2025 and 2026. Revenue approximately doubled between 2022 and 2024 to around $600 million while remaining profitable.

In April 2026, Reuters reported that AG1 was working with Goldman Sachs on strategic alternatives including a full sale, at a valuation potentially exceeding $2 billion including debt. The report came amid a wave of supplement deals by strategic buyers such as Unilever and Danone, the latter having agreed to acquire Huel the same period. As of October 2026, no transaction had closed and the company continued to operate independently.

AG1 holds no B Corp certification, and no entry appears in the B Lab directory for the company. Product certifications are limited to safety and sport compliance rather than environmental or social standards.

The company reports using recycled materials in packaging and emphasizes the reduced food waste profile of a shelf-stable powder versus fresh produce consumption patterns. These are self-reported initiatives without third-party environmental certification. The NSF Certified for Sport mark verifies product contents and absence of banned substances, not sustainability performance.

• NSF Certified for Sport: Third-party certification verifying label accuracy and absence of substances banned by major athletic organizations, a meaningful trust credential in a lightly regulated category
• Unicorn status (2022): Valued above $1 billion in the Alpha Wave Global round
• Inc. and industry recognition: Frequently cited in direct-to-consumer trade coverage as a benchmark for subscription retention and podcast-led acquisition

The most persistent scrutiny of AG1 concerns marketing claims. Nutritionists and consumer press have questioned whether the 75-ingredient proprietary blend delivers benefits proportionate to the price and advertising language, and the undisclosed per-ingredient dosing prevents independent verification of efficacy. The company responds that NSF certification and customer retention validate the product.

Dietary supplements are regulated by the FDA under DSHEA as foods rather than drugs, so AG1's health claims operate under the looser substantiation standard common to the category. No FDA warning letters or product recalls are on record for the company.

In 2026, direct-to-consumer trade publications reported rising subscriber churn and higher acquisition costs, claims the company did not confirm. Founder Chris Ashenden faced a New Zealand criminal charge in 2010 relating to a workplace incident before the company's founding, which he resolved and which periodically resurfaces in critical coverage.