You have heard the ad. Every podcast you listen to, every YouTube creator you watch, every fitness influencer you follow. The green powder. The morning ritual. The single product that somehow became the most recognized supplement brand on the planet. AG1 valuation now sits at approximately $1.3 billion, and the company projects $600 million in revenue for the current fiscal year. All from one product. One SKU. One scoop.
That number deserves a second look. In an industry where most brands launch dozens of products and pray that three of them stick, AG1 built a billion-dollar empire by saying no to everything except its flagship greens powder. The strategy sounds insane until you realize it worked better than any multi-product play in supplement history.
How AG1 Valuation Climbed to Unicorn Status
AG1 founder Chris Ashenden started from a remarkable deficit. A former New Zealand police officer, he was $5 million in debt from failed real estate investments when he created the original Athletic Greens formula in 2010. His personal health crisis, specifically a nutrient malabsorption condition that required 50 pills daily at $100 per day, became the company’s origin story.
Ashenden bootstrapped the company to approximately $160 million in revenue before raising a single dollar of outside capital. That patience was strategic. When Athletic Greens finally took external funding, it was a $115 million round in January 2022 that valued the company at over $1.2 billion. As of late 2025, the AG1 valuation had climbed to roughly $1.3 billion according to secondary market data from Forge Global.
The investors read like a wellness industry all-star roster. Alpha Wave Global led the round. Dr. Peter Attia, the longevity physician profiled in our Wellness Influencer Net Worth Guide, is both an investor and an endorser. So is Tim Ferriss, who organically mentioned Athletic Greens in his 2010 bestseller The 4-Hour Body and later became a formal partner.
The Single-SKU Strategy Behind the AG1 Valuation
Most supplement companies follow the portfolio model. Launch a protein powder, then a pre-workout, then a greens blend, then a sleep formula. Cover every shelf, compete on every keyword. AG1 rejected that playbook entirely.
One product. 75 vitamins, minerals, prebiotics, and plant-based nutrients compressed into a daily powder. Sold exclusively direct-to-consumer through its website. Subscription model generating recurring revenue with retention rates that most SaaS companies would envy.
Former Cinnabon and FOCUS Brands CEO Kat Cole took over as AG1’s chief executive in July 2024, replacing founder Ashenden amid scrutiny regarding his past in New Zealand. Cole’s arrival signaled the company’s shift from founder-led startup to institutional-grade brand. At the 2025 NRF conference, Cole announced AG1 was finally ready to expand into new retail channels and product lines after years of deliberate restraint.
The Podcast Advertising Machine
AG1 ranks as the third-largest podcast advertiser by total show count. The company collaborates with hundreds of podcasters simultaneously, including Joe Rogan, Andrew Huberman, Lex Fridman, Dax Shepard, and Conan O’Brien. Each partnership includes a personalized landing page, a unique discount code, and a 20% affiliate commission per sale.
The strategy is brilliantly simple. AG1 doesn’t buy impressions. It buys trust. When Andrew Huberman tells his audience he takes AG1 every morning, that endorsement carries more weight than any billboard or banner ad. The parasocial relationship between podcast host and listener becomes AG1’s primary distribution channel. For a deeper look at how this dynamic shapes wellness fortunes, see The Doctor-to-Brand Pipeline.
AG1 Valuation vs. the Supplement Industry
The global dietary supplements market is valued at approximately $203 billion in 2025 and is projected to reach $430 billion by 2035, growing at a CAGR of nearly 8%. The U.S. alone represents $68.7 billion of that market. Within this landscape, AG1’s $600 million in revenue from a single product is extraordinary.
For context, consider the wellness brand acquisitions landscape. Unilever acquired Onnit for an estimated $100-$400 million. Nestlé bought The Bountiful Company’s core brands. Private equity firms are circling every supplement brand with $50 million or more in revenue. AG1’s valuation implies a roughly 2x revenue multiple, which is actually conservative by recent wellness M&A standards.
The question Wall Street keeps asking is whether AG1 will pursue an IPO. The company hasn’t filed, but secondary market trading on platforms like Forge suggests investor appetite is strong. A public offering at current growth rates could push the AG1 valuation well beyond $2 billion.
The Criticism AG1 Can’t Outspend
Not everyone is buying the hype, literally or figuratively. Dr. JoAnn Manson, a professor of medicine at Harvard Medical School, has criticized AG1’s clinical evidence as lacking scientific rigor. Jonathan Jarry of McGill University argues the blend is backed by very little scientific support. Critics point out that many of AG1’s ingredient dosages are hidden behind proprietary blend labels, and some vitamins are included at levels far exceeding recommended amounts.
None of this has slowed revenue growth. The supplement industry has always operated in the gap between clinical proof and consumer belief. AG1 simply occupies that gap more profitably than anyone else. Whether that’s genius marketing or a $600 million trust exercise depends entirely on who you ask.
The Bottom Line on AG1 Valuation
AG1 proved something the supplement industry didn’t believe was possible. You don’t need a product portfolio, retail distribution, or clinical trials that would satisfy a Harvard professor. What you need is a single compelling product, a subscription model, and the trust of every podcast host in America.
At $1.3 billion and climbing, the AG1 valuation represents the purest distillation of modern wellness economics. One scoop, one SKU, one billion dollars. For the full picture of how supplement brands stack up in the wellness economy, see The $190 Billion Supplement Industry.