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Brand profile · Germany

ag1 Revenue, search volume and competitors 2026

Greens powder category killer with ~$600M in revenue.

Fact sheet

Founded
2010
Founder
Chris Ashenden
Headquarters
Carson City, Nevada, USA
Company
AG1 (vormals Athletic Greens)
Employees
ca. 450 bis 515 (2026)
Die Höhle der Löwen (German TV show)
Did not appear
Funding
Venture capital backed
Investors
Alpha Wave Global, Lewis Hamilton, Hugh Jackman
Funding rounds
2021: Erste externe Finanzierung (Juli 2021), nicht veröffentlicht; 2022: Wachstumsrunde, Bewertung 1,2 Mrd. US-Dollar, 115 million US-Dollar
Search volume per month
–
Germany · latest month may be provisional
Demand compared with last year
–
Not enough data for a year-over-year comparison yet.

Background and milestones

Chris Ashenden, a former New Zealand police officer, founded the company in 2010 (launch in 2009/2010 according to sources). The product is a dietary supplement powder sold directly to customers by subscription and heavily promoted through podcasts and influencers.

  1. 2010

    Athletic Greens is founded by Chris Ashenden.

  2. 2021

    First external capital raise; rebranding to AG1; Kat Cole becomes President and COO.

  3. 2022

    USD 115 million funding round at a USD 1.2 billion valuation led by Alpha Wave Global.

  4. 2024

    Revenue of around USD 600 million; Ashenden steps down, Kat Cole becomes CEO.

SWOT analysis of ag1

Editorial assessment based on the sources listed and the radar data.

Strengths

  • Around 27,100 brand searches per month in Germany indicate high awareness despite US origin.
  • Subscription-based direct sales with high reach via podcasts and celebrities.
  • Strong capital base: USD 115 million at a USD 1.2 billion valuation (2022).

Weaknesses

  • Very high dependence on influencer and podcast advertising.
  • The Verbraucherzentrale and the science programme Quarks have critically assessed the product claims.

Opportunities

  • Expanding the European market via German-language direct sales.
  • Extending the product line beyond the core product.

Threats

  • EU advertising law requirements for food supplements and health claims.
  • Growing competition from cheaper greens powders and private labels.

What is behind the demand?

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Sources

Frequently asked questions about ag1

How much revenue does ag1 make?

ag1 generated around 600 million $ in revenue in 2024 (documented in annual reports or registers). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.

Who founded ag1?

ag1 was founded in 2010 by Chris Ashenden. The company is based in Carson City, Nevada, USA.

Was ag1 on Die Höhle der Löwen?

No, ag1 did not appear on the German TV show Die Höhle der Löwen.

Is ag1 backed by venture capital?

Yes, ag1 is backed by venture capital. Investors include Alpha Wave Global, Lewis Hamilton and Hugh Jackman. Known funding rounds: 2021: Erste externe Finanzierung (Juli 2021), nicht veröffentlicht; 2022: Wachstumsrunde, Bewertung 1,2 Mrd. US-Dollar, 115 million US-Dollar.

How much does ag1 spend on marketing?

ag1 does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less ag1 has to pay for each visit.

How much revenue does ag1 make through Google?

The model estimate combines brand searches and organic traffic of ag1 with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know ag1) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.

What would the organic traffic of ag1 be worth as a Google Ads budget?

Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of ag1 after login.

How do I find out the SEO revenue of my own website?

With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for ag1.

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