DELVE S5 | Powder Keg | Ep 2: The Untold NZ Story
Oct 30, 2024
Mike Wesley-Smith, investigative journalist and former criminal defence lawyer, joins the investigation. He helps dig into Athletic Greens’ rise, the product’s 75-ingredient mystery and celebrity hype. They probe founder Chris Ashenden’s hidden past, bankruptcies and commerce prosecutions. The team plans on-the-ground reporting in Invercargill to interview people affected by property and legal fallout.
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Transcript
Episode notes
Host Goes Undercover And Gets A Consistent Sales Pitch
- Jonathan Milne goes undercover as an AG1 customer and describes signing up after the online quiz told him AG1 was right for him.
- He repeatedly took the quiz with different answers and always received the same recommendation to buy AG1.
AG1 Growth Driven By Podcast Saturation
- AG1 became a global phenomenon through relentless influencer and podcast advertising.
- Jonathan Milne reports AG1 runs roughly $2.2 million per month on podcast ads, saturating the medium with endorsements from top figures.
Use Supplements Only To Fix Specific Deficiencies
- Use supplements to address diagnosed deficiencies rather than as a primary nutrition strategy.
- Trainer Julia Lau Lufa-Alongo warns 80% of results come from diet and supplements are for targeted gaps like vitamin D or iron.