AG1

Premium DTC supplement brand and one of the largest podcast and influencer advertisers globally, with unicorn valuation and dominant share of voice in the greens powder category.

AG1, rebranded from Athletic Greens in 2022, is a direct-to-consumer nutritional supplement company headquartered in Las Vegas, Nevada. The company produces a comprehensive daily greens powder supplement marketed as an all-in-one solution for vitamins, minerals, probiotics, and adaptogens. Its flagship product, AG1, is sold primarily through a subscription model on its own e-commerce platform, with a strong emphasis on recurring revenue and customer retention. AG1 has become one of the most prominent brands in the premium wellness and supplement space, achieving significant scale through aggressive direct-response marketing. The company is a major advertiser and a significant player in the podcast and influencer marketing ecosystem, having partnered with hundreds of podcasters, YouTube creators, and athletes as brand ambassadors. Its marketing strategy is heavily performance-driven, relying on affiliate partnerships, podcast sponsorships, and social media influencer campaigns to acquire customers at scale. From a marketing and media perspective, AG1 is widely recognized as one of the largest podcast advertisers globally, making it highly relevant to the advertising and media industry as a major spending brand. The company raised $115 million in a funding round in 2022 at a reported valuation of $1.2 billion, achieving unicorn status. Its subscription-first model and data-driven customer acquisition approach have made it a case study in modern DTC brand building.