$1B Worth of Business With One Product?

Most brands launch with multiple products, hoping one takes off.

Athletic Greens (AG1) did the opposite.

They built a $1.2 billion business around just one product - a daily greens powder.

No endless product lines. No seasonal launches. No distractions.

So, how did they pull it off?

AG1 cracked the code using outdated simple strategies to dominate the wellness space that most brands overlook.

(spoiler alert: The last one is super unique)

So how did they do it? And how can you, too?

Let's dive in!

The Big Idea:

Becoming a $1.2B Brand with a Single Product

Most brands launch multiple products to grow. Athletic Greens didn’t.

Instead, they went all in on one product, AG1.

Why?

Because they knew that focus beats variety. Rather than spending time and money creating new products, they put all their resources into:

• Making AG1 the best greens powder in the market

• Building a strong brand around health-conscious people

• Keeping customers coming back with a subscription model

This single-product strategy allowed them to:

1. Own the category
   When people think of greens powder, they think of AG1.

2. Simplify their marketing
   No confusion, no product clutter - just one thing to promote.

3. Maximize customer lifetime value
   If they get you on AG1, they keep you for years.

But having a single product isn’t enough.

Athletic Greens knew they had to sell it differently.

And that’s where their marketing genius kicked in.

Behind the Magic:

How Athletic Greens Only Sold One Product

Building a $1.2 billion brand with just one product isn’t an accident.

And to make it happen, Athletic Greens (AG1) made three strategic moves that helped them dominate the wellness market, and they attracted, converted, and retained customers in a way most brands never do.

1. They used influencers instead of traditional ads.

Most brands spend millions on Facebook and Google Ads to convince strangers to buy. But AG1 took a different approach. Instead of pushing ads at people, they leveraged influencer following.

• Tim Ferriss, Andrew Huberman, Joe Rogan, Lex Fridman, and many more big names openly endorse AG1.

Check out this:

And these testimonials:

Being big celebrities, they attend the gym regularly, which means they don’t just do one-off promotions but make AG1 part of their lifestyle.

Now, think about the positive vibes you got around a product just because one of your favorite influencers spoke about it on IG.

Likewise, instead of a sales pitch, AG1 promotion by these influencers feels like a personal recommendation from a trusted friend.

This is powerful because:

• People trust recommendations more than ads.

• A personal story is more convincing than a sales page.

• When you hear about a product from multiple sources, it feels legit.

AG1 turned this into a long-term strategy, not just a one-time campaign.

• Instead of a quick ad, they built long-term relationships with influencers who keep promoting AG1 month after month.

• Instead of random sponsorships, they focused on health-conscious thought leaders whose audience is already interested in wellness.

• Instead of discount codes, they concentrated on education-based selling. Influencers don’t just say, “Buy AG1,” they explain why it’s essential.

How You Can Use This

You can still use influencer marketing even if you don’t have a billion-dollar budget.

• Find influencers who align with your audience: Don’t just chase big names. Look for smaller creators (5k-100k followers) with engaged audiences.

• Turn influencers into long-term brand partners: Instead of paying for a one-time shoutout, do an affiliate deal or recurring sponsorship. The more they talk about your product, the more trust you build with their audience.

• Encourage influencers to tell a personal story: The best influencer marketing doesn’t feel like an ad. It feels like an actual experience. Instead of “Buy this software,” the influencer should share how it helped them save time, earn more money, or solve a problem.

• Use multiple platforms to strengthen the message: AG1 dominates YouTube, podcasts, Twitter, and Instagram with influencer partnerships. You should spread your presence across channels to maximize exposure.

The best marketing isn’t a cold ad.
It’s a warm recommendation from someone people already trust.

2. They made subscriptions the default buying option.

AG1 isn’t just a product. It’s a daily habit. And habits are hard to break.

That’s why AG1’s subscription model is so powerful.

• They don’t just sell a product. They sell a routine.

• They don’t just make one sale. They create customers for life.

• They don’t rely on repeat purchases. The system automatically renews.

Here’s their subscription plans:

Most eCommerce brands make the mistake of chasing one-time sales, and AG1 does the opposite.

• They push hard for subscriptions instead of one-time purchases.

• They offer perks like discounts, travel packs, and exclusive content to make the subscription feel like a VIP experience.

• They remove friction by making it easy to pause, modify, or cancel.

This is why they have super high customer lifetime value (LTV).

When you acquire a customer once, you don’t have to keep reselling to them every month - the revenue keeps coming in automatically.

How You Can Use This

Even if you don’t sell a physical product, you can still apply subscription thinking to your business. Here’s how:

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