What AI gets wrong about AG1

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

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/

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)

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)

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

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/

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

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)

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)

**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

My knowledge was last updated in April 2024

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

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

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

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

Ashenden resigned as CEO in 2024

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

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

originally **Athletic Greens**

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

approximately $99 for a 30-day supply

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

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

AG1, formerly known as Athletic Greens

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

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

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

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/

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

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

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

The company is registered in Nevada

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

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

long (~75 items)

founder Chris Ashenden stepped down as CEO in July 2024

AG1 was founded in 2010

The product is NSF Certified for Sport

flagship product is the AG1 Daily Foundational Multivitamin Greens Powder

The formula has undergone over 50 revisions since its inception

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

founded in 2010 by Chris Ashenden

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

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)

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

she later became CEO in 2024

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

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

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

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

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

In April 2026, AG1 introduced AGZ, a nighttime drink

In July 2024, founder Chris Ashenden resigned as CEO

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

generated an estimated $600 million in annual revenue

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

roughly **$2.63 per serving**

a January 2022 Series C that raised $115 million

AG1, formerly known as Athletic Greens

It remains a privately held company

she later became CEO in 2024

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.

The company remains privately held

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

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

founded in 2010

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

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

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

D– rating with the Better Business Bureau (BBB)

founder Chris Ashenden stepped down from the role

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

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

Founded in 2009–2010

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

Ashenden resigned from the company in 2024

founded in 2010 by Chris Ashenden

**Ownership**: Privately held.

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

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

AG1 was founded in 2010

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

A sleep supplement added to the portfolio in August 2024.

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

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

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

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

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

headquartered in **Carson City, Nevada**

originally in New Zealand

A 30-day supply of AG1 typically costs $99

Subscription price has stayed at the $99/month tier

AG1 remains a privately held company with venture capital backing

President of Cinnabon and Group President of Focus Brands

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

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

FTC settlement (2021) for unsubstantiated health claims

The product is NSF Certified for Sport

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

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

Non-GMO, third-party tested claims are legitimate

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

founded in 2010 by Chris Ashenden

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

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

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

Chris Ashenden founded the company in 2010

founded in 2010

making its products available in over 640 stores nationwide

Founded in 2010 by Chris Ashenden

47,000+ five-star reviews on its site

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

AG1 secured $115 million in new funding in 2022

reaching $600 million in annual revenue by 2024

Ashenden stepped down from his CEO role in July 2024

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

Chris Ashenden, a former New Zealand police officer

the supplement company formerly known as Athletic Greens

4th iteration

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

following Chris Ashenden's resignation

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

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

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

NSF for Sport certification for some batches

AG1, formerly known as Athletic Greens

AG1, formerly known as Athletic Greens

The product is NSF Certified for Sport

Founded in 2010 by Chris Ashenden

Founded in 2010 by Chris Ashenden

AG1 (the supplement company)

It was founded in **December 2010**

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

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

Still privately held and venture-backed.

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

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

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

headquartered in Carson City, Nevada, United States

Ashenden remains on the Board of Directors

spending $35,000 on comprehensive medical tests

founder Chris Ashenden stepped down as CEO in July 2024

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

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

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

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

Chris Ashenden, a former New Zealand police officer

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

no major ownership changes or acquisitions publicly reported in recent years

a greens powder that touts 75 healthy ingredients

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

AG1, formerly known as Athletic Greens

priced at $79

rebranded it to **AG1 in December 2021**

Kat Cole became CEO in July 2024

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

a daily nutritional supplement powder containing 75 ingredients

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

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."

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

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

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

In July 2024, founder Chris Ashenden resigned as CEO

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

founded in 2010 by New Zealander Chris Ashenden

30-serving pouch or 30 convenient packets

founded in 2010 by Chris Ashenden

90-day money-back guarantee

now available in over 640 locations

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

**75% of customers** opting for it

A monthly subscription costs $79

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

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

NSF Certified for Sport

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

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

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

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

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

headquartered in Carson City, Nevada, United States

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

roughly $3+ per serving

**Kat Cole** (formerly COO of Focus Brands) became 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 is priced at approximately $99 for a 30-day supply

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

**Founded**: 2010 in Australia.

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

rebranded to "AG1" in 2021

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

containing **75+ ingredients**

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

took the role in 2024

investors including Tim Ferriss, Hugh Jackman, and Lewis Hamilton

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

founded in 2010

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

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

Regulatory warning from FDA (2020) regarding unsubstantiated disease claims

it's privately held

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

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

flagship product is a powdered supplement named AG1

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.

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

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

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

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

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

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

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

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

It is **not** publicly traded.

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

a powdered supplement containing 75 ingredients called AG1

CEO in 2024 following Chris Ashenden's resignation

Sells a daily nutritional supplement powder

founded in **December 2010**

**NSF Certified for Sport**

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

AG1 is valued at $1.2 billion

Ashenden stepped down as CEO in **2024**

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

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

Chris Ashenden

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

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

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

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

his 2011 criminal convictions for a housing scam in New Zealand

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

AG1 remains a privately held company

AG1 remains a privately held company

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

rebranded from Athletic Greens to AG1 in December 2021

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

product reformulation dubbed "AG1 Next Gen" in May 2025

$99 for 30 servings

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

AG1 is an expensive product ($100/month)