Quotes to Grow On
In 2020 and 2021, AG1 pivoted its marketing toward women through having more of a female focus on its website and by utilizing social media posts that featured athletic women. Understanding that women have remodeled sportswear, AG1 acted on this trend within the nutritional category of wellness. Fast Company reports that this change cultivated new customers for AG1, roughly 45% of which were female. What’s more, AG1 has created a product that’s garnered the support of fitness experts and even celebrities (like Hugh Jackman and Cindy Crawford). The product is seen as a viable piece of well-being technology, as opposed to snake oil-like products that once dominated the industry and created mistrust. The company’s new CEO, Kat Cole, explains that the product is the company’s biggest advantage.
“The secret to marketing success is no secret at all: Word of mouth is all that matters.” –Seth Godin
“It’s an unbelievably effective product that has a radically high degree of trust with customers,” Cole told Fast Company. “It’s not lost on me the responsibility to protect that, while doing more storytelling, talking about the brand, and expanding the geographies, products, and channels.” Today, AG1 is valued at more than $1 billion, and its $150 million in revenue from 2021 is a growth pattern of 360% from 2020 to 2021.
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