The AG1 Playbook: Turning One Product into a Movement

Chris Ashenden founded AG1 (formerly Athletic Greens) after a health crisis in 2008. Frustrated by dozens of supplements and no results, he created one daily greens powder that promised total health support.

This “health hacker solving his own problem” backstory became a core brand narrative that connected deeply with wellness-focused customers.

While most wellness brands launch 10+ SKUs, AG1 focused on just ONE PRODUCT, and made it world-class.They improved the formula OVER 50 TIMES, fine-tuned flavor, and reinvested in quality. Their offer wasn’t “greens powder,” it was:“Foundational nutrition, simplified into one scoop.” That laser focus made their messaging sharp and unforgettable.

AG1 became a master of long-form podcast ads and deep influencer integrations, not just short-term affiliate shoutouts.They didn’t chase hundreds of micro influencers. They partnered with trusted, high-authority creators in health, fitness, and longevity—like Andrew Huberman, Tim Ferriss, Rich Roll, and Rhonda Patrick.

Each creator didn’t just sell the product…They told the AG1 story and why they use it daily — organically. That made a boring powder feel like a “life upgrade.”

Recurring Subscriptions with Premium Unboxing

AG1 nailed the first-time experience:

Branded green shaker
Travel packs
Welcome card
Fridge magnet usage guide

All in an elegant kit. This premium starter experience made customers feel like they joined an elite wellness club. And most importantly, it anchored customers into the subscription model.

Brand Identity = Health Ritual, Not Hype

AG1 never tried to look trendy or flashy. Their branding is calm, focused, and premium. The opposite of chaotic supplement ads with “BUY NOW” vibes. Instead, AG1 = Ritual. Longevity. Calm efficiency.

What You Can Copy for Your DTC Brand

Here’s what you can borrow from AG1, even if your product isn’t health-related:

1. One Hero Product, World-Class Execution

Don’t overcomplicate your SKU list. Can you go deep on one product and dominate the market through relentless improvement?

2. Solve a Real Personal Problem

AG1’s founder was the target customer. That authenticity created real connection. What's your founder story? And, is it front and center in your messaging?

3. Go Deep with the Right Creators

Partner with a few trusted voices who deeply align with your brand. Go for creator integrations, not just short bursts of promo.

4. First-Time Experience is Everything

AG1 treats every new customer like a premium onboarding journey. Can you upgrade your unboxing, inserts, or how your product is presented?

5. Design a Daily Ritual, Not Just a Product

Think beyond features. How does your product fit into a customer’s daily life? Position it as a ritual, not a transaction.

6. Subscription + Education = Retention

AG1 educates customers on how and why to use their product. That’s what powers retention. What onboarding content, guides, or incentives can you add to improve LTV?

Would love to hear from the group: What can you do this month to make your brand more focused, ritual-driven, or subscription-worthy?

Remember, we've got a Social Media Marketing Live Training tomorrow. See you there! https://www.skool.com/growthub/calendar?eid=422e4cfa47344640bb1c301c1fca2d7e

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