Brand Study › Supplement ad machines › AG1

AG1 (Athletic Greens)

Daily greens / multi-nutrient drink powder (AG1 Next Gen) sold mainly by monthly subscription to health-minded adults, built on long-term podcast host partnerships.

Supplement ad machinesstudyFit: MediumLive Meta ads: ~460Seen 2026-09-30drinkag1.com ↗

AG1 (Athletic Greens) on a phone, first screen — **First screen** on a phone, as a new visitor sees it (Sep 30, 2026; cookie banner declined)

AG1 (Athletic Greens) homepage, scrolled — **Scroll** — the top of the homepage, pop-ups hidden

Live Meta ads today

~460own page 460 · US, Sep 30

Revenue

About $600M projected for 2024 (AG1 to Fortune), with a profitable operation^1,72025-01

Revenue 2021

About $150M²2025-01

Podcast ad spend

$27M+ since 2022 (Podscribe)²2025-01

Hero product: AG1 Next Gen (Daily Health Drink)^{6,7,11,12,13,19}

FormatPowder, one scoop a day (tub/pouch) or single-serve travel packs; retail packs of 7, 14 and (Costco) 40 sticks.

One-time$99 for 30 servings (Modern Retail, Apr 2026); Boston Globe (Apr 2026) says $100.

Subscription$79 a month

Other offersFirst subscription gets a free Welcome Kit; the gifts rotate by page (examples seen: 3 free travel packs, AG Vitamin D3+K2, AG1 Pro YETI shaker on Tim Ferriss's page, a hat, AGZ sampler at Black Friday). Retail 'Start Here Kit' = 7 servings + shaker + habit tracker. Referral: friend gets free gifts, member gets $15 credit.

Guarantee90-day money-back guarantee; pause, skip or cancel anytime (seen in AG1 page titles/snippets; the site blocked our direct fetch).

Founded2010, as Athletic Greens (founder Chris Ashenden, New Zealand). Sold one product, direct-to-consumer only, until 2025.^1,2,5

CEOKat Cole (CEO since July 2024).⁵

CMOPaulie Dery (former YETI CMO), hired August 2024.¹

RevenueAG1 told Fortune it projected about $600M revenue for 2024 (up from about $150M in 2021), with a profitable operation. Growth is self-funded.^1,2,7

ProductsAG1 Next Gen (flagship, backed by four placebo-controlled trials), AGZ (sleep), AG Vitamin D3+K2, travel packs.^6,9

RetailThe Vitamin Shoppe (Jan 2025), Amazon (Apr 2025), Costco 600+ stores (May 2025), all Target stores (Apr 2026), Ulta Beauty 1,500+ stores (May 2026).^5,6,7,8

Research$20M commitment to research over three years (announced 2025). NSF Certified for Sport.⁵

Their system how they get and keep customers

Ads^{9,12,14,15,17}

Podcast hosts create the demand; Meta ads are mostly static images with a 'Shop Now' button. The brand campaign face since January 2026 is Hugh Jackman.

Meta snapshot (Mar 15, 2026): 245 active ads out of 5,452 tracked; 74% image, 26% video; 188 ads use 'Shop Now' and 62 use 'Learn More'.
Video hooks (average 26 seconds): morning routine ('three morning habits I never skip'), celebrity (Jackman), expert problem statement, 'do less but do it well' simplicity.
Per influee (a gated lead-gen page, no sources): 4 partnership scripts - Supplement Replacement, Simple Routine, Personal Transformation, 90-Day Commitment - and 7 UGC formats (testimonial + demo, photo + text, unboxing, 'yapper', review, comment reply, podcast / expert explainer).
A live lander is titled 'Listicle: 5RW - Supplement Replacement (Experiment...)', so 'replaces your other supplements' is a real, tested angle.
Brand campaign 'Good Morning, Hugh' (Jan 2026): a 30-second tap-dance film, a docu-style interview and a short-form social series.
Agency analyses say Meta works as the 'closer' / retargeting layer for people warmed up by podcasts (not confirmed by AG1).

Landing pages & funnel^3,11,12

One vanity page per podcast host or partner, built from a modular lander system: each lander URL lists its content blocks in order, which makes testing hero, offer and proof combinations easy.

Host pages: drinkag1.com/tim, /huberman, /lex. Tim Ferriss's sponsor page promises a free AG1 Pro YETI shaker in the Welcome Kit at drinkag1.com/tim.
Lander URLs name the blocks, for example: header-lander-welcome-kit / hero-half-huberman / how-to-use-gallery / benefits-cards / research-table / offer-list-d3k2-and-welcome-kit-image / replacement-value-chart / quality-expandable-list / customer-reviews / testimonials-tri-quote / faq-list. Page IDs run past 3,600.
Hero blocks by angle seen: healthy-aging, gut-health, foundational-nutrition, quality-ingredients, huberman, general-welcome-kit.
Partner landers seen: 'Cleetus McFarland x AG1', 'AG1 x New Heights', 'Lululemon', 'ID.me x AG1', 'AG1 X Choose Healthy', 'AG1 and Freaks of Nature'.
Offer landers seen: 'AG1 Buy One Get One', 'Early Black Friday Offer', 'The offer of the year', and in the UK '5 count $19 lander - meta shops' (a low-price trial pack for Meta traffic).
Measurement (2022): vanity URLs with UTM parameters plus post-purchase and customer surveys.

Offer & subscription^{5,6,7,12,13,15,18}

Subscription is the default: $79 vs $99 one-time, plus a gift-led Welcome Kit on the first subscription order and a 90-day money-back guarantee.

$79 a month on subscription vs $99 one-time.
The first subscription order gets a Welcome Kit; the gift changes by page and season (travel packs, Vitamin D3+K2, YETI shaker, hat, AGZ sampler).
90-day money-back guarantee; members can pause, skip or cancel.
Retail uses small trial sizes: 7- and 14-count packs and a Start Here Kit (7 servings, shaker, habit tracker); Costco sells 40-count stick packs.
Per influee (unverified): the Welcome Kit funnel carries 60% of AG1's paid volume.
Risk: a February 2026 California class action says a 'one-time purchase plus three free gifts' checkout, with only a small 'every 30 days' note, enrolled buyers in a subscription without clear consent.

Creators & ambassadors^3,4,9,13

Long-term podcast hosts who really use the product, some later made investors or advisors; plus sports team partnerships and one global celebrity ambassador.

'Hundreds' of podcasters at any one time and a five-person in-house partnerships team; the CRO said in 2022 they do not want to cancel partners and 'play the long game'.
Hosts become insiders: Tim Ferriss is an investor and Andrew Huberman became a medical advisor.
Hugh Jackman: investor since 2021, Global Ambassador since January 29, 2026.
Sports: England Rugby, US SailGP, LIV Golf's Ripper GC (2025), Ironman (2023), USA Cycling (2019), Spartan races (2018). The CMO spends 1-2 years building a relationship before signing; his main KPI is 'energy'.
Referral program: member gets $15 credit per new friend (max 14 rewards a year); the friend gets free gifts.

Channels^{2,3,5,6,7,8,9,10}

Podcasts first, Meta second. Since 2025 they also sell in retail (Vitamin Shoppe, Amazon, Costco, Target, Ulta).

$27M+ spent on podcast ads since 2022, more than any other supplement brand; ads on almost 11,000 episodes of 700+ shows in two years (Podscribe data, via Fortune, Jan 2025).
Third-largest podcast advertiser by number of shows (2022). Host-read ads 'baked in' to episodes performed better than dynamically inserted ads.
Retail: Costco 600+ stores (May 2025), all Target stores with custom endcaps (Apr 2026, doubling their doors), Ulta Beauty 1,500+ stores with a 'beauty starts with foundational nutrition' message (May 2026).
The CMO (Wharton, Jul 2026) says they measure both brand impact and conversions from host-read ads.
They operate in North America, Europe and Asia Pacific.

Retention^1,13,20

A 'membership' frame (member price, gifts, events, referral credit) and survey-plus-sweepstakes pages at every stage, including after cancelling.

Membership page: lower member price, premium welcome kit, $15 referral credit, invites to events (marathon pop-ups, community meet-ups), pause / skip / cancel.
Cancellation survey sweepstakes (since Jan 1, 2024): people who cancel get a survey email within 2 days and are entered into a monthly prize draw.
Other survey sweepstakes pages exist: experience survey, profile / milestone survey, customer knowledge, quality certifications, active partner.
Third-party card data (Indagari, published by competitor IM8): 10.8% of AG1 customers still transacting at month 20; average card transaction $100 in July 2026.
The CEO ties loyalty to product quality, not messaging (Fortune, Jan 2025).

All the numbers as reported by each source, with its date — ad counts from Motion are an older snapshot than the live count above

What	Number	Date
Revenue	About $600M projected for 2024 (AG1 to Fortune), with a profitable operation^1,7	2025-01
Revenue 2021	About $150M²	2025-01
Podcast ad spend	$27M+ since 2022 (Podscribe)²	2025-01
Podcast reach	About 11,000 episodes on 700+ shows in two years²	2025-01
Podcast spend estimate	About $2.2M a month (Ampifire estimate, reported second-hand - weak)¹⁶	2026-01
Price	$79 subscription / $99 one-time⁷	2026-04
Meta ads	245 active, 5,452 tracked, 74% image / 26% video¹⁴	2026-03
Costco stores	600+⁵	2025-05
Ulta stores	1,500+⁸	2026-05
20-month retention (card panel)	10.8% (vs IM8 14.2%)²⁰	2026-08
Research commitment	$20M over three years⁵	2025-05
No Kid Hungry meals	17M+ since 2019⁹	2026-01

What makes them different

Podcast host system at scale: hundreds of hosts, long contracts, a vanity page per host, and hosts turned into investors or advisors.

Modular lander builder: every landing page is a numbered combination of named blocks (hero, offer, proof, FAQ), so they can test combinations fast.

Gift-led Welcome Kit on the first subscription instead of deep price discounts.

Survey + sweepstakes loop at every life stage, including a survey after cancellation.

What we could add copy the structure, never their assets or claims

For MIRANEST

Give each dog creator or podcast partner a vanity page (miranest.com/[name]) with their photo, their dog and a 'recommended by' line. Track with UTMs plus a post-purchase 'How did you hear about us?' question.
Rebuild our landing page template as named blocks (hero-alopecia, hero-itch, hero-senior, offer-kit, before-after-grid, vet-quote, faq) and give each combination an ID, so every test is logged and clean.
Put a rotating free gift in the first subscription order (Welcome Kit) instead of a bigger discount, and name the gift on the page.
Add a cancellation survey with a monthly prize draw to learn why dog owners stop.
Test long-term (6-12 month) host-read deals on US dog podcasts and pet YouTube where the host's own dog uses Miranest.
Add a small trial pack (for example 7 sticks) as a low-price entry offer for cold Meta traffic, like AG1's UK '5 count $19' lander. Make subscription terms very clear at checkout.

For BI-SU

AG1 entered Ulta with a 'beauty starts with foundational nutrition' message and 7 / 14-count packs. BI-SU could add a 7-day trial box as an entry offer and a retail-ready pack size.
Test host-read ads on women's beauty / wellness podcasts, each with its own host page.
Frame the BI-SU subscription as a 'membership': member price, welcome gift, early access, events.
Build BI-SU landing pages from named blocks for each angle (Rarest, Japan / absorption, Premium) and log each combination.

Watch out

Auto-renewal lawsuit: Hoke v. AG1 (USA), Inc., No. 2:26-cv-01110, filed Feb 3, 2026 under California's Automatic Renewal Law. 'Free gifts' + a small 'every 30 days' note = claimed lack of clear consent. Use a clear checkbox and plain renewal terms.¹⁸
Experts (Harvard's Dr. JoAnn Manson and dietitians) call the trials small and the 75-ingredient doses too low; Bryan Johnson and Rhonda Patrick criticized AG1 in public.^2,19
Founder Chris Ashenden was convicted under New Zealand's Fair Trading Act in 2011 (older news, still repeated by press).²
Boston Globe (Apr 2026) quotes an expert: sophisticated marketing 'should not be mistaken for scientific evidence'.¹⁹
A heavy-metals class action was mentioned in search results but not verified by us.

Where to look

Website ↗Meta Ad Library — AG1 by Athletic Greens page (live ads) ↗Tim Ferriss sponsor page (host vanity URL) ↗AG1 press releases ↗Membership page ↗Lander example (block URL) ↗Auto-renewal lawsuit ↗

Open questions not verified yet — for the deep research

drinkag1.com blocked our fetch on 2026-09-30 (HTTP 429 bot checkpoint). Today's homepage, product page prices, Welcome Kit contents and guarantee wording need a manual check in a normal browser. Lander, membership and sweepstakes facts come from page titles/snippets in search results.
The $2.2M/month podcast spend figure: we only saw it second-hand (EverythingPR citing an Ampifire estimate reported by Marketing Brew). Original not found.
The 4 partnership scripts and the claim that the Welcome Kit funnel carries 60% of paid volume come from a gated lead-gen page (influee) with no sources.
The exact wording and photo on the 'Recommended by Tim Ferriss' page were not seen directly.
Meta as 'retargeting closer' is an agency view (Opensend), not confirmed by AG1.
Welcome Kit value varies in snippets ($43, $82, $126 at Black Friday) - needs a check on the live site.
Current subscriber count, retention rate, and retail vs DTC revenue split are not public.
Status of the heavy-metals class action.
Current Meta active ad count (our latest data is from Mar 15, 2026).

Sources · 20

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Profile researched 2026-09-30 from the brand’s own site and product pages, company filings and press releases, founder/CMO interviews, vendor case studies and trade press — every point links to its source; agency/blog teardowns are marked as weaker; anything unconfirmed is under Open questions. Live ad count: Meta Ad Library, United States, active ads on the brand’s own page(s), counted 2026-09-30. Phone captures: iPhone-size browser, 2026-09-30. Notes: fuma-hk/research/brand-study/ag1.json