What AI gets wrong about AG1

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

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/

Ashenden resigned as CEO in 2024

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

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

AG1, formerly known as Athletic Greens

The company's founder, Chris Ashenden, stepped down as CEO in 2024

The founder of AG1, Chris Ashenden

The product is NSF Certified for Sport

In 2015, the Environmental Research Center, Inc. sued Athletic Greens over lead levels detected in the product

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

Regulatory warning from FDA (2020) regarding unsubstantiated disease claims

Sells a daily nutritional supplement powder

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

FTC settlement (2021) for unsubstantiated health claims

Non-GMO, third-party tested claims are legitimate

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

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

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

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

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

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

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

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

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

**Kat Cole** (formerly COO of Focus Brands) became CEO

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

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

Chris Ashenden

$99 for 30 servings

Ashenden remains on the Board of Directors

In October 2024, founder Chris Ashenden resigned

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

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

The company is registered in Nevada

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

AG1 secured $115 million in new funding in 2022

Chris Ashenden, a former New Zealand police officer

founded in 2010 by Chris Ashenden

A monthly subscription costs $79

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

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

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

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

a powdered supplement containing 75 ingredients called AG1

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

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

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

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."

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

In July 2024, founder Chris Ashenden stepped down from his CEO role

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

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

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

The FDA received 118 adverse event reports in 2023 and 2024 from users of AG1

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

AG1 is an expensive product ($100/month)

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

It remains a privately held company

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

originally in New Zealand

Chris Ashenden founded the company in 2010

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

founded by Brian Kelly

• https://en.wikipedia.org/wiki/AG1_(company)
• https://www.crunchbase.com/organization/athletic-greens

long (~75 items)

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

NSF for Sport certification for some batches

90-day money-back guarantee

roughly $3+ per serving

it's privately held

Rebranded from "Athletic Greens" to simply "AG1" around 2023

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

The company remains privately held

Founded in 2009–2010

no major ownership changes or acquisitions publicly reported in recent years

investors including Tim Ferriss, Hugh Jackman, and Lewis Hamilton

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

AG1 announced its inaugural brick-and-mortar retail partnership with Costco in May 2025

Ashenden resigned from the company in 2024

Kat Cole became CEO in July 2024

Paulie Dery, formerly of Yeti, was hired as CMO in 2024

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

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

Ralph Esposito as Chief Science and Nutrition Officer in 2025

Chris Ashenden, who had served as AG1's CEO since founding the company in 2010

AG1, formerly known as Athletic Greens

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

In July 2024, founder Chris Ashenden resigned as CEO

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

AG1 remains a privately held company with venture capital backing

making its products available in over 640 stores nationwide

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

In May 2025, AG1 introduced "AG1 Next Gen," a reformulated version of its daily health drink

Cole brings extensive experience from her previous roles, including President of Cinnabon and Group President of Focus Brands

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

My knowledge was last updated in April 2024

the supplement company formerly known as Athletic Greens

The company's products are NSF Certified for Sport

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

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

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

founder Chris Ashenden stepped down from the role

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

In 2023, the company underwent a brand identity refresh

Cole, who joined the company in 2021 as President and COO

**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

founder Chris Ashenden stepped down as CEO in July 2024

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

In May 2025, AG1 launched a reformulated version of its flagship product called "AG1 Next Gen."

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

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/

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

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

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.

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

Ashenden stepped down from his CEO role in July 2024

A class action lawsuit alleges that when consumers purchase AG1 products, they are "surreptitiously" enrolled into automatically renewing subscriptions without their consent.

AG1 is an expensive supplement ($100/month)

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

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

AG1, formerly known as Athletic Greens

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

flagship product is the AG1 Daily Foundational Multivitamin Greens Powder

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

President of Cinnabon and Group President of Focus Brands

founded in 2010 by New Zealander Chris Ashenden

headquartered in Carson City, Nevada, United States

Kat Cole, who had joined AG1 as President and Chief Operating Officer in December 2021, succeeded him as CEO

AG1 remains a privately held company

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/

The formula has undergone over 50 revisions since its inception

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

The product is NSF Certified for Sport

Founded in 2010 by Chris Ashenden

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

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

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

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

AG1 (the supplement company)

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

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

A sleep supplement added to the portfolio in August 2024.

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

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

It was founded in **December 2010**

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

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

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

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

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

**NSF Certified for Sport**

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

Founder Chris Ashenden remains the public face and key executive.

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

Subscription price has stayed at the $99/month tier

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

Still privately held and venture-backed.

headquartered in the United States and registered in Nevada

A 30-day supply of AG1 typically costs $99

Founded in 2010 by Chris Ashenden

Founded in 2010 by Chris Ashenden

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

NSF Certified for Sport

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

took the role in 2024

flagship product is a powdered supplement named AG1

valued at US$1.2 billion as of January 2025

rebranded from Athletic Greens to AG1 in December 2021

**CEO**: Chris Ashenden remains the CEO and driving force behind the brand.

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

originally **Athletic Greens**

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

**Ownership**: Privately held.

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

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

**Founded**: 2010 in Australia.

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

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

It is **not** publicly traded.

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

In January 2022, AG1 raised $115 million at a $1.2 billion valuation in a funding round led by Alpha Wave Global

As of January 2025, the company is valued at US$1.2 billion.

now available in over 640 locations

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

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.

The enterprise is currently led by Chief Executive Officer Kat Cole.

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

D– rating with the Better Business Bureau (BBB)

47,000+ five-star reviews on its site

4th iteration

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)

AG1 was founded in 2010

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/

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

the company took on its first external investment in July 2021

A major funding round in January 2022, raising $115 million

founder Chris Ashenden stepped down as CEO in July 2024

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

product reformulation dubbed "AG1 Next Gen" in May 2025

approximately $99 for a 30-day supply

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

The product is NSF Certified for Sport

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

she later became CEO in 2024

founded in 2010 by Chris Ashenden

founded in 2010

following Chris Ashenden's resignation

AG1, formerly known as Athletic Greens

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

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

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

rebranded to "AG1" in 2021

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

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

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

founded in 2010 by Chris Ashenden

reaching $600 million in annual revenue by 2024

AG1, formerly known as Athletic Greens

headquartered in Carson City, Nevada, United States

Chris Ashenden, a former New Zealand police officer

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

priced at $79

a daily nutritional supplement powder containing 75 ingredients

founded in 2010

founded in 2010 by Chris Ashenden

she later became CEO in 2024

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

founded in 2010

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

AG1 is priced at approximately $99 for a 30-day supply

AG1, formerly known as Athletic Greens

CEO in 2024 following Chris Ashenden's resignation

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

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/

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

roughly **$2.63 per serving**

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

headquartered in **Carson City, Nevada**

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

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

rebranded it to **AG1 in December 2021**

**75% of customers** opting for it

containing **75+ ingredients**

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

founded in **December 2010**

Ashenden stepped down as CEO in **2024**

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

his 2011 criminal convictions for a housing scam in New Zealand

In October 2024, founder Chris Ashenden resigned

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

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/

AG1 was founded in 2010

Cole was president and chief operating officer of Focus Brands (now GoTo Foods)

generated an estimated $600 million in annual revenue

a January 2022 Series C that raised $115 million

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

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

spending $35,000 on comprehensive medical tests

The company is registered in Nevada

a greens powder that touts 75 healthy ingredients

30-serving pouch or 30 convenient packets

Chris Ashenden, a former New Zealand police officer

AG1 is valued at $1.2 billion

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

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

In April 2026, AG1 introduced AGZ, a nighttime drink

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

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

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

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

AG1, formerly known as Athletic Greens

In July 2024, founder Chris Ashenden resigned as CEO

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

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

AG1 remains a privately held company