AG1’s Biggest Growth Move Wasn’t a New Product. It Was Dropping ‘Athletic Greens’

Before it became AG1, the company built a cult following among athletes and biohackers. Reaching everyone else required a broader identity.

EXPERT OPINION BY JAMES F. RICHARDSON, PHD, FOUNDER, PREMIUM GROWTH SOLUTIONS

If you first learned about AG1’s products in 2021 or later, you are not alone. But the business actually started online in 2010 under a different name. You missed its rise because Athletic Greens—now AG1—did not engage in traditional consumer marketing or national PR in its first decade.

It did not throw millions into performance marketing either, despite the parallel explosion of smartphones, social media, and cheap social CAC.

Athletic Greens shows the power of behavioral........

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