AG1 grew on podcast hosts, then creator ads at volume.
The brand formerly called Athletic Greens now sells its $99 powder from a page that preselects a 90-day plan.
BLOOM10X did not work with AG1. This breakdown uses public sources only, linked below.
- 2010Chris Ashenden founds Athletic Greens
- 2015First podcast sponsorships
- Dec 2021Renamed after its product, AG1
- 2022$115M raised at a $1.2B valuation
- 2024About $600M in revenue
- Oct 2026270 creator-handle ads in 16 days
Twice the revenue, two years running.
Revenue, 2022 vs 2024
376 ads from 48 captions
Five plays behind the growth.
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Rent trust from podcast hosts
AG1 has sponsored podcasts since 2015, with hosts like Tim Ferriss and Dax Shepard, and worked with “hundreds” of podcasters at once in 2022. Podscribe ranked it third by number of shows (Marketing Brew, Sep 2022).
It reads results from post-purchase surveys, and its CMO says it measures brand and sales side by side (Wharton, Jul 2026).
Copy this: ask every new buyer where they heard of you before you judge a host-read or creator channel on clicks. CAC calculator →
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Name the company after the product
Athletic Greens became AG1, the name of its core product, in December 2021 (Inc., Oct 2026). Revenue went from about $150M in 2022 to about $600M in 2024 (Reuters, Apr 2026).
Copy this: if buyers already call your hero product by a short name, use it on the pack, in the ads and in the URL.
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Run creators’ handles at volume
On Oct 16, 2026, Growthcurve counted 376 AG1 ads running from creator handles, on just 48 captions AG1 wrote. 28 of the 51 creator identities had under 100 page likes, and no ad carried a code or UTM (Growthcurve).
Copy this: get partnership-ad access from every creator you seed, then write the caption yourself and test it across many faces. Partnership ads guide →
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One famous face, every format
Hugh Jackman fronts 8 of the first 25 active US ads the Ad Library showed on Nov 10, 2026, its recent YouTube spots, and a landing page of his own at drinkag1.com/hugh-jackman that opens with “Since 2021”.
Copy this: give your best-known customer a landing page so the ad and the page tell the same story. Conversion →
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Take the shelf after DTC
AG1 now sells at Costco and Walmart (Reuters, Apr 2026), and its CMO has talked through its Costco and Target launches (Wharton, Jul 2026).
Copy this: test retail with one SKU once your subscription base can carry the lower margin. Check the margin →
The AG1 buy box, annotated.
- 1The 90-day plan is picked for you“Most popular” sits on it, with $69/mo, $2.30 a serving and “Save 30%”.
- 2The gift grows with the planThe kit is a “$92 value” on 90 days and “$63” on 30.
- 3A first-order deal with a date$20 off, auto-applied, and the top bar says the offer ends Nov 15.
- 4The 30-day plan as the anchor$79/mo and $2.63 a serving makes $2.30 look cheap.
- 5One button“Add to Cart” buys whichever plan is selected.
- 6One-time is a text link“Buy Once for $99 + $9 shipping”, the only place shipping costs money.
Our wireframe of the same box
- 1Proof before priceReview count, “used by 5,090+ fitness pros” and 785 clinicians sit above the plans.
- 2The discount is already appliedNo code to find, so no reason to leave and search for one.
- 3The default is the biggest order$207 billed every 90 days, shown as $69 a month.
- 4A gift with a price tagCanister, shaker, D3+K2 drops and a 3-pack, valued by AG1 at $92.
- 5A smaller yesThe monthly plan keeps the buyer who won’t commit to 90 days.
- 6Risk taken away“No-risk 90-day money-back guarantee” on both plans.
- 7The exitOne-time buyers pay $9 shipping that subscribers don’t.
Our wireframe of drinkag1.com/products/greens-powder-pouch on Nov 10, 2026. Not a copy of their page.
Our math on the buy box
Copy this on your product page
- Preselect the plan you most want to sell and put the gift in its badge. Conversion
- Print the per-serving price on every option so the bigger plan looks cheaper. Raise AOV
- Tie the gift size to plan length: $92 on 90 days, $63 on 30.
- Move one-time purchase to a link under the button and state its shipping cost.
- Auto-apply the first-order discount and give it an end date.
Three greens buy boxes, compared.
| On the product page | AG1 | Grüns | IM8 |
|---|---|---|---|
| One-time price | $99 + $9 shipping, 30 servings | $66.65, 28 packs, no free shipping | $112, 30 servings |
| Per serving | $3.30 once, $2.30 on the 90-day plan | $2.38 once, $1.79 subscribed | $3.73 once, $2.61 on the 90-day plan |
| Subscribe discount | 20% monthly, 30% every 90 days | 25% every 4 weeks | 20% monthly, 30% every 12 weeks |
| Selected by default | 90-day plan | Subscribe & Save | 90-day plan |
| Gifts | Welcome kit “$92 value” on 90-day, “$63” on 30-day, plus $20 off the first order | Free shipping on subscribe; ad pages add 4 free gifts, no value stated | “US$123” welcome kit with a cap, then gifts in months 3 and 6 |
| Guarantee | 90-day money-back | 30-day money-back, “less than 2%” use it | 90-day on quarterly, 30-day on monthly |
| Bundle tiers | 30- or 90-day supply | 1 or 2 adults | 30- or 90-day supply |
| Reviews shown | “60,000+ verified 5-star reviews” across products | 4.8/5 (100,000), 1M+ customers | 4.8 from 22,104 reviews |
| Pop-up | None seen | Match-3 card game | Scratch card |
| Urgency | “Offer ends Nov 15” | “Limited time sale”; ad page says “Order by Nov. 10” | Live countdown to Nov 11 |
Product pages seen on mobile on Nov 10, 2026: drinkag1.com/products/greens-powder-pouch, gruns.co/products/gruns, im8health.com/products/essentials-pro. IM8’s $3.73 is our math ($112 ÷ 30 servings).
| Brand | One-time | Best plan | Difference |
|---|---|---|---|
| AG1 | |||
| Grüns | |||
| IM8 |
Our math: the per-serving price on each page × days, one serving a day. Leaves out AG1’s $9 one-time shipping and every first-order offer.
Three pages, three jobs.
“Free Immune Support Bundles”
- Ads promise a “Free $68 Gift With First Order”: Omega3 and D3+K2.
- Plans start at $69/mo, $2.30 a serving, the same as the product page.
- Next Gen and Pro sit side by side, so the click is a choice between two AG1s.
“Consistency Looks Good on Hugh”
- Opens with “Since 2021”, the year he started drinking it.
- Offer: $20 off and free shipping on the first order.
- Price framed as “less than $3/day” on the monthly plan.
“AG1 Pro adds”
- A bright card on the Next Gen page names three added ingredients.
- Pro ads say “Sold out after launch. It’s back (for now).”
- One Pro ad gives a free AG1 Pro x YETI shaker with the first subscription.
About 1,100 live ads on one page.
“Free $68 Gift With First Order”
Runs from a creator’s name, started Oct 13.
See the ad →“Your AG1 Pro Journey Starts Here”
Free YETI shaker with the first subscription.
See the ad →Active US ads, AG1 by Athletic Greens page, Meta Ad Library, Nov 10, 2026. “About 1,100” is Meta’s estimate. 5 of the first 25 ads ran from creator handles.
How a creator-handle ad is built.
- 1The handleThe header reads “Em Miller with AG1 by Athletic Greens”, so it lands as a person’s post.
- 2The brand’s wordsGrowthcurve found 376 such ads sharing 48 captions, so the copy is AG1’s, not the creator’s.
- 3The creator’s footageReal use on camera; 260 of the 376 ran as dynamic creative, mixing parts.
- 4A gift, not a code“Free AG1 Pro x YETI Shaker with your first subscription order”, linked to drinkag1.com/pro-general.
Our wireframe, built from ad 1073227258876370 in the Meta Ad Library and Growthcurve’s count (Oct 16, 2026). Not a copy of the ad.
Three AG1 videos.
“Less of a front seat, not necessarily because we’ve reduced investment, but because we’ve just brought in a different mix.”
Read it with three caveats.
- Hosts take years. AG1’s podcast reads date to 2015. A new brand buys reach, not that trust.
- Gifts cost cash now. A kit valued at $92 on a $187 first payment needs strong retention to pay back.
- Handles need permission. 51 creators granted access to their names. Most brands start with five.
- What we’d change: test the one-time price as a full option card, to see if hiding it lifts subscriptions or just loses buyers.
Seven moves for a $1M–$10M brand.
- Ask every new buyer where they heard about you. CAC calculator
- Get partnership-ad access from each creator you seed. Creator seeding
- Write the captions yourself and rotate them across creators. Partnership ads guide
- Preselect your best-value plan and show the per-serving price. Conversion
- Raise the first order with a gift tied to plan length. Raise AOV
- Work out what a 90-day subscriber is worth before you pay for one. LTV calculator
- Plan the creative volume a creator program needs. Creative volume calculator
Where every number comes from.
- Abigail Summerville, “Powder supplement brand AG1 explores options including a sale, sources say,” Reuters, Apr 10, 2026. reuters.com
- Dave Kerpen, “AG1 Changed Its Name, Not Its Product. Revenue Nearly Quadrupled,” Inc., Oct 9, 2026. inc.com
- Alyssa Meyers, “Athletic Greens gives us the scoop on its podcast advertising strategy,” Marketing Brew, Sep 15, 2022. marketingbrew.com
- “How AG1 Built Trust Through Podcast Marketing,” Marketing Matters, Knowledge at Wharton, Jul 16, 2026. knowledge.wharton.upenn.edu
- Mulenga Agley and Jamie Moroney, “The ultimate paid social guide to collab posts and ad whitelisting,” Growthcurve (agency, own Ad Library count), Oct 16, 2026. growthcurve.co
- AG1, Next Gen Pouch product page and homepage, viewed on mobile Nov 10, 2026. drinkag1.com/products/greens-powder-pouch
- AG1 landing pages, viewed Nov 10, 2026. drinkag1.com/lander/immune-support-offer and drinkag1.com/hugh-jackman
- Meta Ad Library, active US ads for AG1 by Athletic Greens, viewed Nov 10, 2026. facebook.com/ads/library
- AG1, official YouTube channel (@drinkAG1), videos dated Nov 18, 2025 to Oct 27, 2026. youtube.com/@drinkAG1
- Grüns and IM8 product pages, viewed on mobile Nov 10, 2026, for the comparison. gruns.co/products/gruns and im8health.com/products/essentials-pro
