Chris Ashenden (Athletic Greens) - How he founded a billion dollar nutrition brand, why he waited until $150m in sales to raise capital, and creating a new consumer habit
Our guest today is Chris Ashenden, Founder & CEO of Athletic Greens and AG1. AG1 is the world’s most comprehensive and convenient daily nutrition product in green powder form.
We discuss:
- Why he founded Athletic Greens
- Approach to formulation
- How he met Tim Ferriss
- How he built relationships with customers
- Scaling online
- Creating a subscription business and new consumer habit
- Why he bootstrapped to $150m in revenue
- When it made sense to fundraise
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