The supplement industry has always been a mix of wellness goals and scientific claims. Athletic Greens, now called AG1, is no different. They built a billion-dollar business mostly through podcast ads and influencer partnerships with people like Andrew Huberman, Tim Ferriss, and Peter Attia. However, in 2025, the company made a major shift, either real reform or just smart reputation management, depending on who you ask.
In a recent podcast, AG1 CEO Cat Cole revealed that the company cut its marketing budget by 40% to focus on “the real work of quality science and research.” This marked a significant shift for a brand that had been spending $2.1 million a month on affiliate marketing, filling the sponsorship gap for creators looking to make money.
“We pulled back marketing investment 40% to focus on executing product launches, executing channel launches, and building the story around the real work of quality science and research,” Cole explained.
The company also committed over $10 million to fund four double-blind, randomized, placebo-controlled clinical trials. This is rare in the supplement world, where most brands just refer to studies on individual ingredients without testing the final product itself.
The timing of this shift is notable. AG1 has been under fire for its scientific claims and business practices. Investigations revealed that the company promoted “clinically proven” benefits based on studies that were unpublished and not peer-reviewed. One study funded by AG1, which examined the effects on the gut microbiome, showed no significant improvements over the placebo. The study used maltodextrin as the placebo, a substance known to harm gut health in 63% of studies, making it easier for AG1’s product to look beneficial in comparison.
AG1’s issues go beyond questionable research. Founder Chris Ashenden fled New Zealand after being convicted of 43 breaches of the Fair Trading Act for running a predatory rent-to-own scheme. The court described his actions as exploiting vulnerable people. He arrived in the U.S. in 2011, $5 million in debt, and discovered the unregulated supplement industry, where products don’t need FDA approval and can make health claims without evidence.
AG1 also has legal troubles. The company settled a 2015 lawsuit over high lead levels for $78,000, agreeing to put lead warnings on their packaging, but only for products sold in California. In 2020, former employee Travis Edwards sued AG1, claiming the company shipped moldy ingredients after he reported the issue, which led to his termination. The FDA has received 63 complaints against the brand.
Given all this, AG1’s shift toward scientific credibility is significant. Cole explained how the company’s science-first strategy also influences their marketing, with millions spent on ads like “please enjoy your randomized double-blind placebo-controlled daily health drink.” This helps educate consumers about their research efforts while making AG1 stand out in a crowded market.
AG1 also moved away from traditional influencer partnerships. Instead of working with athletes, they created NIL (Name, Image, Likeness) deals with nutrition students. These students now represent the brand, building a connection between the product and actual nutritional science. But some critics argue this just targets future influencers before they have the chance to develop independent views.
Cole emphasized that creator-led marketing is no longer their biggest channel. This is a big shift for a brand that once relied heavily on figures like Huberman and Attia. These people weren’t just endorsers, they were investors and advisers. This made their support look less like independent endorsement and more like paid promotion.
The results indicate that this new strategy is working. Even with reduced marketing spending in 2025, AG1 saw a 40% increase in sales on Black Friday, a key indicator of brand health. Cole attributed much of this growth to product innovation, including AG1’s new brand, AGZ (a melatonin-free nighttime supplement), new flavors, and expansion into retailers like Costco.
Looking ahead, AG1 has no plans to back away from its research-first approach. Cole revealed that the company plans to invest another $20 million into clinical trials, showing that this commitment is not just a marketing move but a central part of how they build credibility.
Whether this represents real reform or just a clever reputation strategy is still uncertain. The supplement industry remains largely unregulated in the U.S., where even convicted criminals can reinvent themselves and make health claims without proof. AG1’s focus on scientific research could signal an industry shift, or it may just be a way to clean up their image.
