The Livelong Newsletter: Feature Edition

Hi Livelongers,

Why is it that certain types of sports, drinks, cars, shoes, etc… are just so popular?  

As football and baseball have triumphed in U.S. sports and media culture, certain products in the health and wellness space get A LOT of media attention compared with others.

AG1, sold by the company Athletic Greens, is one such product, partnering with ‘hundreds’ of podcasters, getting reviewed by countless health and wellness magazines (example here), and it also has many celebrity investors.

Why is AG1 so popular though, and can one powder give you a healthier life?

We love to hear from our community. Please share your feedback, stories, questions, testimonials, ideas, and more with us at [email protected].

🍏DIET

A green powder marketing machine

In 2022, Athletic Greens was valued at $1.2 billion.

What is AG1?

AG1 is a daily Foundational Nutrition supplement that contains a blend of 75 ingredients that are easy to absorb, nourish the body, and promote different facets of health and well being, according to the site. It is the only product sold by the company Athletic Greens and it is a subscription-based model.

How did AG1 become a key player in health and wellness?

Podcast Advertising:

• According to Marketing Brew, Athletic Greens was the third-largest podcast advertiser by total show count, based on data collected from Podscribe.

• It is frequently advertised on the number 1 health podcast in the world, Huberman Lab Podcast, (Andrew Huberman is an AG1 partner), among other big-name podcasts, so the breadth of this audience alone is huge.

• They have a specific podcast-marketing spend estimated to cost $2.2 million per month.

• They work to maintain and build partner relationships, said Athletic Greens CRO Jonathan Corne to Marketing Brew.

  • “What we don’t want to do is cancel anything,” said Corne. “We want to make sure that we stay, because we want to continue to build more and more relationships.”

• Frequency is important. According to Marketing Brew, Corne learned that frequent advertising is important way for audiences to build familiarity with the brand.

Strategic Influencer Partnerships:

• Athletic Greens only partners with creators and influencers who believe in the product and will advocate for it, according to a marketing analysis from Nikolett Lorincz of OptiMonk.

• They leverage influencer platforms to run paid ads, and they offer creators’ audiences special codes and deals for AG1 products.

• They give affiliate partners 20% commission per sale, which can incentivize product promotion, Lorincz said.

• Affiliate partners are not always directly in the health field, ranging across categories (i.e., fitness, finance, and entertainment).

Events:

• The company has even begun to sponsor sporting events, including the 2023 Association of Pickleball Players Tour.

Audience:

• They target market is incredibly diverse, driving home the message that AG1 can optimize everyone’s health, from health experts and athletes to business professionals, parents, and more according to Lorincz.

Great marketing, BUT is AG1 actually worth it? 

A serving AG1 is said to amount to 9 health products in 1. It has an assortment of vitamins, minerals, raw superfood complex, extracts, herbs, probiotics, and digestive enzymes that make for a product that reduces bloat, promotes immune health, and more.

These can certainly be valid claims, although supplements are not regulated by the FDA, which means that that FDA has not proven it to be effective (however, AG1 has taken steps that many other supplement companies have not, which is getting third-party quality testing of the products [always look for this when purchasing supplements, if you can!])

Moreover, it would be extremely difficult to reap the benefits of every single ingredient. For instance, the supplement has a high vitamin C and B7 count (467% of daily recommended value [DRV]) and 1,100%, respectively), but these are water-soluble and any excess will be urinated out, according to a McGill University article.

Additionally, AG1 uses verbiage that may not be necessarily truthful across health communities (i.e, it ‘alkalizes’ the body), according to the McGill article.

While a study on the AG1 website suggests that the supplement can reduce bloating and improve energy, the study is observational, lacks a control group, and has a small number of participants, the McGill author writes. Similarly, there is little proof that supports multivitamins as something that can prevent disease.

Something else to consider is possible medication interactions, as certain vitamins and adaptogens in the AG1 formula may interact with medications or reduce medication efficacy (i.e., vitamin K and blood thinners), writes the McGill author.

And for many, this supplement would be considered a financial investment. A one-time purchase of AG1 costs $99 for 30 servings, while a monthly subscription costs $79 (costs vary for travel packs or 60 servings).

Overall, AG1 provides the DRV of most vitamins and minerals, and it contains real fruit and vegetables which support general daily health. These could be particularly beneficial if one’s current diet and lifestyle did not meet these needs (although some studies suggest that most of us already get our nutritional needs from diet).

My Take:

• I think AG1 can be worth it for those looking for a product that would technically contribute to complete daily vitamin and mineral requirements.

• It is a bit pricey. I would first try to understand how well I am meeting my nutritional needs before getting the supplement.

• If you choose to use Athletic Greens, I think it seems as though it would be a trustworthy decision, based on the selectivity of their partnerships, the compensation and time they dedicate to partners, the quality ingredients list, and reputation.

• It’s important to understand WHY certain products are so popular, as popularity does not always equate to quality (although I don’t think this is the case here).

• Having an understanding of the rationale behind certain marketing strategies and partnerships may help you to determine the credibility of a product and its ability to help you and your well being.

• Do the research when you look for new products to promote your health and longevity. Look for third-party quality testing, consumer testimonials, ingredients lists, and comprehensive and credible sources selling the product.

   

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Erin Hunter, Chief Editor, Livelong

Always seek the advice of a physician or other qualified health care professional before starting any exercise, wellness, or health program. Nothing in our content, products or services should be considered, or used as a substitute for, medical advice, diagnosis, or treatment. Livelong is a media company and not a medical provid