Influencer Advisory™What is the AG1 marketing strategy built on?
The AG1 marketing strategy is podcast reads tracked show by show, then a rename and new creators to reach everyday people. Here is what to copy from it.
Founder · November 10, 2026 · 3 min read
The AG1 marketing strategy is podcast reads tracked show by show, then a rename that widened the buyer from athletes to everyday people.
Athletic Greens worked with hundreds of podcasters at any given moment and was the third-largest podcast advertiser by total show count, behind BetterHelp and Manscaped. marketingbrew.com
Repositioning. If you have repositioned the way Athletic Greens became AG1, moving from athletes to everyday people, and the campaign is still landing with the audience you already had rather than the one you just went after, then stay with me, because the problem is not the repositioning and it is not the media buy, it is that you are still buying the same creators who speak to the customer you are trying to grow past.
How did AG1 get so big on podcasts?
Give every podcast its own link and count what it brings back.
- Tim Ferriss was one of the first podcasters to read for Athletic Greens, and later he invested in the company.
- Andrew Huberman, host of the podcast Huberman Lab, had been promoting Athletic Greens for about two years and had joined the company as a medical advisor. marketingbrew.com
- Athletic Greens tracked each show through vanity URLs with UTM parameters, down to website visits and conversions.
- On Supergut, the offer was a free one year supply of vitamin D and five free travel packs with the first purchase through a specific URL. (Supergut)
Marketing Operators says only after scaling could Athletic Greens stop hard direct response acquisition, such as a landing page with two people who had eight packs. (Marketing Operators)
Reach like this only stretches so far when the name itself is too narrow.
Why did Athletic Greens change its name to AG1?
Pick a name that can hold what you sell next.
- AG1's CEO Kat Cole says the brand needed a name that could hold future innovation, because Athletic Greens was too narrow to stretch into new products.
- AG1 took greens out of its name while it still sold only one product. athletechnews.com
- Dropping the Athletic Greens name also set AG1 apart from the copycat greens powders that entered the market after 2010. athletechnews.com
A new segment after a repositioning. Athletic Greens became AG1 and went from athletes to everyday people.
A new name reaches nobody new until the creators change too.
How did AG1's creators change after the rename?
Keep the creators who built you and add creators who speak to the new buyer.
- AG1's YouTube creators grew across the rename, from 138 in 2022 to 317 in 2023 and 394 in 2025.
- Vice Grip Garage fixes up old cars and trucks. AG1 is in 24 of the channel's videos on our records, and the one with the 1950 Chevy has 5,460,440 views.
AG1 creators heavily cover camping, vanlife, sailing and outdoor adventure, with 94 sailing videos.
Every new lane means finding creators, signing them and tracking each show.
Can someone run all of this for my brand?
We build and run this for brands, so your team is not left finding, signing and tracking every creator.
Make influencer your main acquisition channel, with the lowest CAC.
If you have some of the steps in place, we audit what's missing in each and how to take it further.