Inside AG1’s $1.2B Playbook—How a Supplement Brand Became a Global Movement

AG1 is one of the cleanest, most intentional DTC builds we’ve seen. From solo founder to billion-dollar brand, AG1 made supplements feel essential, cool, and culturally relevant.

We pulled apart the full funnel from the brand story to the email flows to see what actually drove that $1.2B valuation. Here’s what stood out 👇

The Origin Story That Actually Matters

AG1 started with a real pain point: the founder was taking 20+ pills a day to stay healthy. That turned into a mission to create one all-in-one supplement. The story isn’t just fluff—it’s deep rooted into their brand positioning and customer trust.

1. Athlete-Backed Collabs That Feel Intentional

They don’t just collaborate for hype. AG1 partners with world-class athletes to position themselves as the go-to for high performers.

• These aren't casual endorsements—they’ve even produced full-blown documentaries with their partners.
  

• It builds both legitimacy and depth.
  

2. Ritual > Product

AG1 leans into storytelling around daily habits.

• They’ve reframed their supplement as a “morning ritual,” not just a health boost.
  

• This creates stickiness and long-term retention—you're not buying a product, you're buying a habit.
  

3. Going Beyond the Feed

AG1 doesn’t just show up on social media and disappear. They’ve invested in:

• Community and IRL events
  

• In-person pop-ups to meet the brand in real life
  

A genius move to bridge the gap between digital and physical, ensuring brand retention.

4. Funnel Game Is Tight

We dug into the digital side too:

• Landing pages that sell the story before the science
  

• A welcome email series that educates, nurtures, and drives conversion
  

• Smart campaign placements on Instagram both product-focused and community-driven
  

What’s Inside Our Full Playbook:

• Meta strategy breakdown
  

• Instagram campaigns (product vs. community-led)
  

• Website UX + landing page audit
  

• Welcome email teardown
  

• Areas to improve (our suggestions to level up)
  

📩 Want the full breakdown?

Click the link here  👉Full Breakdown