DELVE S5 | Powder Keg | Ep 1: Meet Chris Ashenden
Oct 30, 2024
Chris Ashenden, entrepreneur and founder of Athletic Greens (AG1), built a billion-dollar green supplement brand backed by celebrities. The conversation traces AG1’s meteoric rise, its marketing pivot from athletes to mainstream America. It digs into PR evasiveness, advertising ubiquity on podcasts, regulatory complaints and a journalist’s personal trial of the product.
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How AG1 Became A Global Supplement Powerhouse
- The global supplement market is huge and AG1 became a breakout brand by positioning as a convenient daily ritual.
- Jonathan Milne traces AG1's rise from a 2010 personal concoction to celebrity-backed global sales and intense marketing reach.
Discovery On A Family Road Trip
- Jonathan first heard AG1 on an ad during a family road trip and realised it was massive in the US but almost unknown at home.
- Georgie Hills pointed out its New Zealand origins via a Kiwi podcaster's endorsement that spurred Jonathan's curiosity.
Founder Controls Media Access Carefully
- Chris Ashenden is highly media-managed and prefers friendly podcast interviews over investigative press.
- Jonathan's interview requests routed through customer service and PR, revealing reluctance to engage with hard questions.