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Health and wellness have become the most significant concern among people, especially the young and middle-aged groups, in the last few years. And good nutrition is the cornerstone of good health. Good nutrition means your body gets all essential vitamins, minerals, fibers, iron, and other nutrients.
However, it has been reported that even a healthy and fit person can lack nutritional content. Sometimes, people find it difficult to fulfill their nutritional requirements even after having a balanced, nutrient-rich diet, doing workouts, and following a healthy lifestyle.
It’s when they turn to green dietary supplements rich in calcium, vitamins, iron, minerals, probiotics, and many other digestive enzymes. Athletic Greens is a prominent US-based company that supplies health supplements globally.
This article highlights every crucial detail of Athletic Greens, its founder, startup story, products, funding, growth, and more.
Athletic Greens – Company Highlights
| Company Name | Athletic Greens |
|---|---|
| Headquarters | Carson City, Nevada, United States |
| Sector | Health, Wellness, and Fitness |
| Founders | Chris Ashenden |
| Founded In | 2010 |
| Revenue | $1.2B (2022) |
| Website | Athleticgreens.com |
Athletic Greens – About
Athletic Greens – Industry
Athletic Greens – Founders and Team
Athletic Greens – Startup Story
Athletic Greens – Mission and Vision
Athletic Greens – Business Model
Athletic Greens – Products and Services
Athletic Greens – Challenges Faced
Athletic Greens – Funding and Investors
Athletic Greens – Patents and Trademarks
Athletic Greens – Growth
Athletic Greens – Marketing and Social Media Strategy
Athletic Greens – Social Media Presence
Athletic Greens – Partners
Athletic Greens – Awards and Achievements
Athletic Greens – Competitors
Athletic Greens – Future Plan
Athletic Greens – About
Athletic Greens is a supplement company that produces health supplements to help customers fill nutritional gaps in their diet. It offers paleo, vegan, and keto-friendly supplements that contain nutritional ingredients to help reduce stress and sleep deprivation, and maintain a diet, enabling customers to stay fit and healthy.
Athletic Greens – Industry
Athletic Greens operates in the Health, Wellness, and Fitness Industry. This industry involves researching and developing health and wellness goods and services.
The market size of health and wellness was valued at $4.7 trillion in 2021 and is projected to grow to $12.9 trillion by 2031, with a CAGR of 10.9% from 2023 to 2031. Increasing consumer spending on healthy and functional food and beverages is the main factor boosting the health and wellness market share. The rise in the prevalence of chronic lifestyle diseases worldwide is another market growth driving factor.
Moreover, the Covid-19 pandemic positively impacted the health and wellness market as these two terms became the key focus among people all around the world. Furthermore, Athletic Greens, Amway Corp., Danone, Bayer AG, Fitness First, and Herbalife Nutrition Ltd. are prominent global health and wellness players.
Athletic Greens – Founders and Team
Chris Ashenden is the founder of Athletic Greens. He graduated from the University of Auckland. Chris is currently the Founder and Chairman of Da Alegria (Give Joy) Fundacion. Moreover, he is working as Athletic Greens’ CEO and Director.
Kat Cole is the company’s current President, COO, and Board of Directors. Even though Athletic Greens operates remotely only, the company employs around 250 employees.
Athletic Greens – Startup Story
Athletic Greens was established in 2010 by its founder Chris Ashenden. He is a health and wellness-obsessed individual, and despite knowing a lot about nutrition and wellness, he kept getting sick.
He ended up in a clinic in 2008 and spent $35,000 on each kind of blood, saliva, stool, and urine test to know why he continued to get sick. And he was shocked to find out that his body wasn’t absorbing nutrients.
He was asked to follow a supplement regime of 50 pills. Ashenden tried it for a while and realized what most people think about nutrition is wrong and that there would be a better alternative than taking 50 pills daily.
It is how Athletic Greens started with the launch of its flagship product, AG1.
Chayanika Goswami
Athletic Greens – Mission and Vision
Athletic Greens aim to empower people to take ownership of their health. Here health and wellness mean fulfilling the body’s nutritional requirements while staying physically and mentally fit.
Athletic Greens – Business Model
Athletic Greens’ business model focuses on a very small number of products the latest science indicates are essential to human health. The company created AG1, a powered beverage to provide daily nutrition. It manufactures AG1 in TGA-registered, NSF Good Manufacturing Practice (GMP) registered facilities in New Zealand. Moreover, the product is NSF Certified for Sport.
Athletic Greens – Products and Services
Athletic Greens’ primary product offering is AG1, which combines 75 whole foods and 8+ nutritional ingredients into one, including multivitamins and minerals, superfood complex, plant extracts and antioxidants, dairy-free probiotics, enzymes, and mushroom complex.
Athletic Greens – Challenges Faced
Despite of extensive ingredient list, Athletic Greens fails to provide Iron and Vitamin D in its product.
Athletic Greens – Funding and Investors
Athletic Greens have undertaken 2 funding rounds and raised $115 million. Its latest funding round – Venture Series Unknown Round, was raised on January 25, 2022, to secure a total of $115 million. Out of 32 investors, the main ones that back the company are Alpha Wave Global, SC. Holdings, Anthony Pompliano, and Harold Hughes.
| Date | Round | Number of Investors | Money Raised | Lead Investor |
|---|---|---|---|---|
| January 25, 2022 | Venture Round | 23 | $115 million | Alpha Wave Global |
| June 21, 2021 | Angel Round | 11 | – | SC. Holdings |
Athletic Greens – Patents and Trademarks
AG1 ATHLETIC GREENS is the trademark that Athletic Greens Inc. filed on March 23, 2021.
Athletic Greens – Growth
In 2022, the Athletic Greens’ estimated revenue was $38.7 million annually (with $157,871 revenue per employee). Moreover, the company approached 200% growth in revenue and 100% customer growth.
Its valuation was $1.2 billion in January 2022. The employee count grew by 67%, and monthly web visit growth is -0.46%, with 1,889,094 monthly visits.
Athletic Greens – Marketing and Social Media Strategy
Athletic Greens leverage podcasts to connect with target consumers. The company invests in other people’s podcasts, like Tim Ferriss and Joe Rogan. Even it launched its podcast, ‘Inspiring Lives’, to create authentic conversations with diverse audiences.
In addition, Athletic Greens leverages the paid user-generated content campaign. The company reposts many ‘green selfies’ with people posting their greens in mesmerizing locations and unboxing experiences on its IG stories.
Athletic Greens – Social Media Presence
With Athletic Greens’ remarkable social media strategy, it has succeeded in establishing a significant social media presence:
| Social Media Platform | Followers |
|---|---|
| 458K | |
| 44.2K | |
| 255K | |
| 11.8K |
Athletic Greens – Partners
Athletic Greens has partnered with the following organizations:
- No Kid Hungry
- Fundacion Da Alegria
- Urban Light
- The Surf Lodge
- OceanX
Athletic Greens – Awards and Achievements
Athletic Greens recently won the 2022 Illumi Award as an Outstanding Emerging Business.
Athletic Greens – Competitors
Some main competitors of Athletic Greens are:
- Foodspring
- Santa Cruz Nutritionals
- Wild Nutrition
- B. Altman & Cia
- Yfood
- OZiva
- RXBAR
Athletic Greens – Future Plan
Athletic Greens plan to expand its nutrition drink footprint globally.
FAQs
What does Athletic Greens do?
Athletic Greens is a supplement company that produces health supplements to help customers fill nutritional gaps in their diet. It offers paleo, vegan, and keto-friendly supplements that contain nutritional ingredients to help reduce stress and sleep deprivation, and maintain a diet, enabling customers to stay fit and healthy.
Who is the founder of Athletic Greens?
Chris Ashenden founded Athletic Greens in 2010.
Who is the present COO of Athletic Greens?
Kat Cole is the company’s current President, COO, and Board of Directors.
Who are the main competitors of Athletic Greens?
Some main competitors of Athletic Greens are:
- Foodspring
- Santa Cruz Nutritionals
- Wild Nutrition
- B. Altman & Cia
- Yfood
- OZiva
- RXBAR