AG1 (company)

AG1

Company type	Private
Industry	Health supplements
Founded	2010 (2010)
Founder	Chris Ashenden
Headquarters	United States
Key people	Kat Cole (CEO)
Products	Health supplement powder (green powder)

AG1, initially launched as "Athletic Greens," is a health supplement brand introduced in 2010 by Chris Ashenden, a former police officer from New Zealand. The product consists of a green powder that combines various supplements intended to fulfill users' nutritional requirements.

Background

The creation of AG1 was driven by Ashenden's personal struggle with nutrient absorption, motivating him to develop an all-encompassing supplement to fill dietary deficiencies. This development led Athletic Greens, which later adopted the AG1 name, to become a rapidly expanding company with considerable impact in its sector. Following concerns regarding Ashenden's criminal past, he stepped down as CEO in July 2024, with Kat Cole taking over the leadership role as part of a strategic management shift.

Ingredients and nutritional benefits

Each serving of AG1 includes 75 components such as vitamins, minerals, probiotics, plant-based whole food extracts, and adaptogens formulated to enhance energy levels, immune system function, digestive health, aging processes, as well as hormonal and neurological equilibrium. The product targets common nutritional deficiencies found in many individuals. By 2025, AG1 achieved NSF Certified for Sport accreditation, highlighting its appropriateness for athletic use.

Investments and partnerships

Early support for AG1 came from entrepreneur Tim Ferriss, who featured it in his bestselling book The 4-Hour Body. Other prominent backers and promoters include Dr. Peter Attia, DJ Steve Aoki, Lewis Hamilton, Cindy Crawford, and Hugh Jackman. The company has also established strategic collaborations with Ripper GC of the LIV Golf League, Andrew Huberman, Joe Rogan, and Lex Fridman, boosting its presence in the market. As of January 2025, the valuation of Athletic Greens stands at USD $1.2 billion.

Controversy

Scientific validation for AG1’s health claims remains lacking. Experts such as Dr. JoAnn Manson, a Harvard Medical School professor, criticize the supplement for not being supported by extensive clinical trials typical within the industry. Registered dietitian Charlotte Martin points out that due to the complex mixture of ingredients, the absorption rate of individual nutrients might be minimal. Additionally, Jonathan Jarry from McGill University emphasizes the limited empirical evidence backing AG1’s formula.

Further criticism arises from undisclosed dosages labeled as "proprietary," alongside certain vitamins present at levels far exceeding recommended daily intakes—for example, vitamin B7 at 1,100% and vitamin C at 467%—which raises questions about consumer safety and transparency within the product’s business practices.