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AG1 is a remote-first global health and wellness company registered in Carson City, Nevada, that develops and sells a direct-to-consumer daily nutritional supplement powder. The company generates recurring revenue through monthly subscriptions for its flagship green powder, which combines over 75 vitamins, minerals, probiotics, and adaptogens to replace multiple daily supplement pills. Operating with a remote workforce of over 200 employees, the business serves hundreds of thousands of active subscribers and reached approximately $160 million in annual revenue before taking outside capital. In January 2022, AG1 raised $115 million at a $1.2 billion valuation in a funding round led by Alpha Wave Global, with additional financial backing from notable investors including Lewis Hamilton and Hugh Jackman. Currently led by Chief Executive Officer Kat Cole, the enterprise was originally founded as Athletic Greens in 2010 by Chris Ashenden.
AG1 has raised $120.0M across 1 funding round.
AG1 has raised $120.0M in total across 1 funding round.
AG1, originally known as Athletic Greens, is a health and nutrition company that builds a flagship product: a comprehensive green powder supplement designed to close nutrient gaps and support gut health. It serves health-conscious consumers seeking convenient, science-backed daily nutrition. AG1 solves the problem of nutritional deficiencies and complex supplement regimens by offering a single, once-a-day formula that combines multiple vitamins, minerals, probiotics, and other nutrients. The company has demonstrated strong growth momentum, expanding from a one-product ecommerce model to a broader portfolio and retail presence, including Amazon and Costco distribution[1][2][4].
Founded in 2010, AG1 began as a unique one-SKU ecommerce brand focused solely on its green powder supplement. The founders identified a market need for a simple, effective nutritional product that could be sold directly to consumers online. Early traction came from innovative affiliate marketing and content strategies that helped build a loyal customer base. Over time, the company evolved by investing heavily in clinical research and product validation, including securing NSF Certified for Sport accreditation, which is rare and important for athlete trust. The recent rebrand to AG1 and expansion into new product lines and retail channels mark pivotal moments in its evolution[1][2].
AG1 rides the growing trend of direct-to-consumer (DTC) ecommerce brands that combine health, wellness, and technology-driven marketing. The timing is favorable due to increasing consumer demand for convenient, scientifically validated health products and the rise of ecommerce and digital content ecosystems. AG1’s move into Amazon and brick-and-mortar retail reflects broader market forces pushing DTC brands to omnichannel strategies. Its investment in clinical research and certifications positions it as a credible player influencing standards in the supplement industry, particularly for athletes and health-conscious consumers[1].
AG1 is poised to continue expanding its product portfolio and retail footprint while deepening its scientific validation to maintain competitive advantage. Trends such as personalized nutrition, wellness tech integration, and increased regulatory scrutiny will shape its journey. The company’s commitment to research and community engagement suggests it will evolve from a niche ecommerce brand into a mainstream health brand with broad influence. Its future influence may extend into shaping industry standards for supplement efficacy and safety, especially in sports nutrition[1][4].
AG1 has raised $120.0M across 1 funding round. Most recently, it raised $120.0M Series U in January 2022.
AG1 has raised $120.0M in total across 1 funding round.
AG1's investors include 8VC, Kevin Hartz, Acrobator Ventures, Altair Capital Management, Angel investor, AngelList, Anti fund, Backstage Capital, Brainchild, CapitalX, Coalition Operators, Craft Ventures.
