328. Kat Cole, CEO of AG1

·46 min·4 clips

Kat Cole explains why AG1 isn't a quick fix but a daily habit, unlike your morning coffee.

Host Joe Venneri interviews Kat Cole, CEO of AG1, on the Fit Insider Podcast. Cole begins by outlining AG1's state when she joined in fall 2021: $160 million in revenue, single product, single channel, and not profitable. Over four years, the company shifted to profitability, expanded to multi-product and multi-channel, and upgraded its core formula. She explains the necessity of building operational capabilities, like moving blending from New Zealand to the US, to support growth before pursuing expansion. Cole describes the deliberate delay in entering retail to ensure product consistency and avoid poor customer experiences from single-use packs. The episode delves into AG1's significant investment in research, including over $30 million committed to human trials and partnerships with institutions like UC Davis. Cole addresses industry skepticism and criticism, noting how AG1 responded by shifting marketing to focus on science, such as billboards highlighting clinical rigor. She discusses the launch of AGZ, a second hero product consolidating sleep and relaxation supplements, and the importance of NSF for Sport certification. Cole reveals that referral and gifting by existing customers are top marketing drivers, not just podcast advertising. She mentions future plans include further retail expansion and evolving product forms based on customer feedback. The conversation highlights the trade-offs between fast growth and long-term brand integrity in the supplement industry.

As heard by us

AG1's growth story centers on certification, trade-offs, and protecting a daily-use product.

AG1 is presented as a business willing to take the slower path in service of scale, moving from a single-product DTC brand toward a multi-product, multi-channel platform without losing sight of daily use, new flavors, and retail growth.

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Why you'd press play

For when the biggest drama is a reformulation and you still care.

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