Is Athletic Greens (AG1) profitable in 2026?

AG1 reported around $600 million in revenue in 2024, up from about $160 million in 2021, and the company has stated it is profitable. No updated 2025 or 2026 revenue figures have been disclosed publicly as of mid-2026.

Who owns Athletic Greens / AG1?

AG1 is privately held and venture-backed, last valued around $1.2 billion after a $115 million round led by Alpha Wave Global in January 2022. Kat Cole became CEO in July 2024, succeeding founder Chris Ashenden, who remains on the board.

Is AG1 facing any lawsuits in 2026?

Yes. A federal class action, Hoke v. AG1 (USA), Inc., Case No. 2:26-cv-01110 in C.D. Cal., was filed February 3, 2026, alleging dark-pattern auto-renewal subscriptions and difficult cancellation in violation of California consumer-protection law.

Who is AG1's biggest competitor?

Bloom Nutrition, a flavor-forward, lower-priced greens powder brand, is named in third-party retail coverage as of March 2026 as a top alternative to AG1, flanking it on price and social-media-native marketing.

Could AI replace Athletic Greens (AG1)?

AG1 uses generative AI internally to speed early-stage formulation research, per a February 11, 2026 company blog post, but frames it as augmenting, not replacing, human scientists. AI does not touch its core moat of NSF certification and distribution relationships.

Has AG1 raised new funding recently?

No. AG1's most recent disclosed funding round was $115 million in January 2022, led by Alpha Wave Global, valuing the company at $1.2 billion. As of mid-2026, more than four years have passed without a new priced round.

United States · United States

Athletic Greens

AG1 sells a subscription greens powder marketed almost entirely through podcast ads.

Losing its protection

Assessed 29 July 2026 · Evidence as of 29 July 2026

The structural protection is eroding.

On the recordSince 29 July 2026 · Checkable from 2026-2027 · Every call on the record Checkpoint: Ruling or settlement in Hoke v. AG1 auto-renewal class action (C.D. Cal. 2:26-cv-01110)

The call

AG1 remains a large, profitable subscription brand, but its podcast-built lead is copyable and cheaper rivals are already selling into the same audience.

Athletic Greens (AG1) makes a powdered supplement drink sold mainly online by subscription, generating around 600 million dollars per year. Its main advantages, like its brand name, podcast ads, and store shelf deals, can all be copied or rented by rivals like Bloom Nutrition, which is already selling cheaper versions and taking customers away. A lawsuit over tricky auto-renewal practices could force changes, money hasn't come in since 2022, and the company is shrinking its staff, all signs that growth has stalled. The one thing that could change the story is if a huge company like Costco or Nestlé decides to make and sell their own version, either very cheap or very premium, which would squeeze Athletic Greens from both sides at once.

Why

AI pressure: AI shopping assistants (Amazon Rufus, ChatGPT shopping). AI shopping agents could point buyers to cheaper Bloom or store-brand greens powders instead of AG1's paid podcast picks. Could AI do the core job? Unlikely.

Bigger players: Bloom Nutrition. Bloom undercuts AG1 on price and is gaining shelf space and social reach in the same greens-powder category. Could a giant copy it? Yes, easily.

What protects it. A large, already-profitable $600M subscriber base and years of podcast-host relationships that are costly to rebuild fast.

What would change this call

Outcome of Hoke v. AG1 auto-renewal class action (C.D. Cal., filed Feb 2026). Would show whether forced subscription changes cut AG1's recurring revenue base.
Whether AG1 announces a new priced funding round or valuation change in 2026-2027. Would confirm if the stale $1.2B valuation is being reset up or down.
AG1 headcount trend in next 12 months (currently down ~11% YoY). Would indicate whether growth has stalled or is recovering.

Key numbers

Revenue grew to ~$600M in 2024 from ~$160M in 2021 (2024)
$115M raised Jan 2022 at $1.2B valuation, none since (2022-01-25)
$27M+ spent on podcast ads across ~11,000 episodes since 2022 (2025-10-01)

Named risks

Class action Hoke v. AG1 over auto-renewal dark patterns filed February 2026. Severity: high
Retail pivot to Costco, Target, Amazon may erode premium DTC subscription margins. Severity: medium
No new funding round since January 2022, valuation stale over 4 years. Severity: medium
Headcount down 11% year over year as of mid-2026 signaling momentum plateau. Severity: medium
Founder Chris Ashenden remains on board despite concealed criminal history controversy. Severity: low

Rivals, as read in July 2026

Rival	Direction	Evidence
Bloom Nutrition	gaining on	Named as top AG1 alternative in NY Post retail comparison, March 6, 2026
Costco private label	contesting	AG1 entered Costco shelves nationwide in May 2025, exposing it to store-brand pressure
Legacy CPG (GNC, Nature's Bounty)	contesting	Large incumbents face no structural barrier to replicating AG1's commodity formulation

Questions people ask

Is Athletic Greens (AG1) profitable in 2026?: AG1 reported around $600 million in revenue in 2024, up from about $160 million in 2021, and the company has stated it is profitable. No updated 2025 or 2026 revenue figures have been disclosed publicly as of mid-2026.
Who owns Athletic Greens / AG1?: AG1 is privately held and venture-backed, last valued around $1.2 billion after a $115 million round led by Alpha Wave Global in January 2022. Kat Cole became CEO in July 2024, succeeding founder Chris Ashenden, who remains on the board.
Is AG1 facing any lawsuits in 2026?: Yes. A federal class action, Hoke v. AG1 (USA), Inc., Case No. 2:26-cv-01110 in C.D. Cal., was filed February 3, 2026, alleging dark-pattern auto-renewal subscriptions and difficult cancellation in violation of California consumer-protection law.
Who is AG1's biggest competitor?: Bloom Nutrition, a flavor-forward, lower-priced greens powder brand, is named in third-party retail coverage as of March 2026 as a top alternative to AG1, flanking it on price and social-media-native marketing.
Could AI replace Athletic Greens (AG1)?: AG1 uses generative AI internally to speed early-stage formulation research, per a February 11, 2026 company blog post, but frames it as augmenting, not replacing, human scientists. AI does not touch its core moat of NSF certification and distribution relationships.
Has AG1 raised new funding recently?: No. AG1's most recent disclosed funding round was $115 million in January 2022, led by Alpha Wave Global, valuing the company at $1.2 billion. As of mid-2026, more than four years have passed without a new priced round.

Timeline

2026-04AG1 launches in Target, continuing 2025-2026 retail expansion
2026-02-03Class action Hoke v. AG1 filed in C.D. Cal. over auto-renewal dark patterns
2026-01AG1 launches in The Vitamin Shoppe
2025-05AG1 launches nationwide into Costco, first major brick-and-mortar push
2025-04AG1 launches on Amazon
2025-01AG1 Next Gen reformulation launches with new clinical trial backing
2024-07-24Kat Cole promoted to CEO, succeeding founder Chris Ashenden
2024Chris Ashenden resigns amid scrutiny over undisclosed New Zealand convictions
2022-01-25AG1 raises $115 million led by Alpha Wave Global at $1.2 billion valuation
2021-12Athletic Greens rebrands to AG1 as Kat Cole joins as President/COO

Revision history

29 July 2026

First assessed. Losing its protection. The text above is fixed as of this date and is not edited afterwards.

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