Fitt Insider 328. Kat Cole, CEO of AG1
9 snips
Mar 2, 2026 
Kat Cole, CEO of AG1 and veteran consumer leader who scaled the brand from one SKU to a multi-product, multi-channel business. She talks supply and R&D moves like U.S. blending and clinical testing, launching new flavors and a sleep product, retail timing and packaging decisions, and how research and criticism shaped AG1's growth.
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Upgrade Operations Before Adding Complexity
- AG1 scaled from a single-product, single-channel $160M business to a multi-product, multi-channel profitable company by deliberately upgrading core capabilities first.
- Kat Cole prioritized US blending, scientific teams, and human trials before launching flavors, AGZ, Amazon, and Costco to reduce supply risk and enable growth.
Leaky Shakers Revealed Hidden Scaling Problems
- Rapid growth hid operational flaws like thousands of complaints about leaky shaker bottles after switching lid suppliers during COVID supply chaos.
- Kat discovered the issue by spending time with customer service and elevating small signals (shaker replacement requests) into operational fixes.
Delay Retail Until Experience Is Preserved
- Delay channel or SKU expansion until you can preserve the core customer experience and product intent.
- Kat withheld retail and format changes because AG1 is engineered for daily use and single packs can create a misleading one-off experience.