Why AG1 invests heavily in clinical trials

Today, I'm joined by Kat Cole, CEO of AG1.

Evolving from a $160M single-SKU brand to $500M+ revenue, AG1's in hypergrowth mode — adding flavors and sleep aid AGZ, entering Costco, and investing $30M in clinical research.

In this episode, we discuss building foundational capabilities before scaling complexity.

We also cover:

• Handling criticism and competition

• Insights from early operational mishaps

• Strategies for retail expansion and packaging redesign

Subscribe to the podcast → insider.fitt.co/podcast

Subscribe to our newsletter → insider.fitt.co/subscribe

Follow us on LinkedIn → linkedin.com/company/fittinsider

AG1's Website: www.drinkag1.com

Instagram: https://www.instagram.com/drinkag1

Tiktok: https://www.tiktok.com/@drinkag1

X (Twitter): https://x.com/drink_AG1

The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.

Fitt Talent: https://talent.fitt.co/

Consulting: https://consulting.fitt.co/

Investments: https://capital.fitt.co/

Chapters:

(00:00) Introduction

(01:50) Kat stepping into CEO role

(02:30) Multi-product, multi-channel evolution

(03:05) US blending capacity expansion

(04:00) First flavors after 10+ years

(04:45) AGZ launch: consolidating sleep stack

(07:01) Operating gaps despite hypergrowth

(09:00) New Zealand supply chain dependency

(10:30) Leaky shaker bottles insight

(13:00) Real growth at scale

(14:20) Delaying retail expansion

(16:00) Packaging redesign for shelf

(18:20) NSF certification delays

(20:10) D2C relationship advantages

(22:05) $30M research commitment

(23:15) Double-blind trials and skepticism

(25:20) Larger studies: 100 vs. 30 participants

(27:00) Why competitors don't invest in research

(28:20) Handling criticism and competitors

(30:00) Apple, Lululemon comparison

(32:00) Using critique to improve

(33:30) Marketing science strategy

(35:00) Scientific advisory council

(36:21) Podcast marketing reality

(38:25) Referral and gifting conversion

(40:00) Multi-channel integration

(41:20) Retail as billboard

(42:20) Costco untapped awareness

(43:20) Slow operational work pays off

(44:02) Future retail expansion

(45:00) Stacking products customers request

(45:39) Conclusion