In 2022 Athletic Greens achieved 200% YOY revenue growth, and increased their customer based by over 100%.

But how? 

Well I believe they’ve just cracked the basics of product, brand and marketing. 

Unpicking their strategy:

1. A superior product and premium price

Their trademarked AG1 product is the ultimate supplement. It contains 75 vitamins, minerals, botanicals and live cultures to improve things like energy, gut healthy and cognitive function. 

But then they’ve doubled down on these benefits with an uncompromising distinctive green look, and pretty odd tastes, tapping into the truth that, ‘If it looks and tastes not enjoyable, then it must be good for you’. (BTW the taste grows on you). 

Then there is the unwavering confidence on price. At £70 for a 30 day supply it’s price premium that helps aid its category leader status, that is further emphasised with every copycat competitor trying to undercut.

2. A brand experience that delivers

Sign up and a few days later you are unboxing a premium metal tin holder to store your AG1 in the fridge; a serving spoon and your own AG1 bottle. 

This storage and serving ritual just further adds to the superior product point. From then on in AG1 conveniently lands on your doorstep monthly. It’s incredibly simple. D2C at its best.

3. Influence and advocacy that recruits and retains customers 

Visit their site and they’ve got a wealth of respected advocates supporting them. Whilst a tonne of Gen Z fitness influencers on TikTok and Instagram are building the story. But the killer part of their strategy is podcasts. 

They regularly advertise on health, wellness, fitness and self help podcasts like High Performance Habits and Tim Ferris. With respected hosts reading the ads these build brilliant advocacy that not only recruits (often with listener offers), but also helps retain people. Every time you hear Jake Humphrey talk about Athletics Greens you are served with a reminder why not to cancel.