If you’ve listened to a fitness-focused podcast in the last five years, you’ve probably heard of AG1.
The likes of Tim Ferriss and Andrew Huberman were early adopters of AG1 before becoming brand ambassadors, helping transform the once-niche green powder into a performance-focused, multi-billion-dollar global juggernaut. Now, for the first time, it’s arriving in Australia.
But what does AG1 actually offer its legion of daily drinkers?
“I like to describe AG1 as ‘health in a bottle,’” Tim Harrington, International President and APAC CEO, tells me. “But the detailed description is that it’s a research-backed, third-party-tested blend of vitamins, minerals, probiotics, and superfoods, which are designed to be taken daily.”
“We also work hard to make the product taste nice, despite it having over 75 whole-food-sourced ingredients, which helps people stick with it daily.”
Essentially, it’s a one-stop shop for anyone looking to improve their baseline micronutrients, with the enormous breadth of ingredients AG1 offers customers a shotgun-style approach to foundational nutrition. It’s also been tested to carry the NSF Certified for Sport tick, which is basically the certification elite athletes and anti-doping programmes look for when they need assurance on contaminants and label accuracy.
“As an Aussie, I’m really excited to finally launch here,” says Harrington. “We position the brand around morning people that adage that I think resonates well with Australians, ‘win the morning, win the day’, which is important no matter if you’re a professional athlete or a busy parent.”
“We’re still small in Australia, but our early adopters are definitely those ‘performance optimiser’ types,” he explains. “One of the things we’re really proud of is we’ve had millions of customers who’ve found benefit in using the product, and it tends to be a catalyst for other things too, be it improving sleep or exercise.”
Beyond the baseline health benefits that AG1 customers experience, it’s also a fascinating business case study. Despite offering just a single product, you won’t find AG1 in supermarkets, supplement stores, or pharmacies. The brand has grown entirely by selling to its customers directly, using a monthly subscription model.
“AG1 has always been a direct-to-consumer business, and the main strategy behind that is it’s really important that we build a relationship with our customers. Internally, we often describe it as “direct with consumer”, because our focus is to educate our customers from the start of their journey and as they continue it.”
You could make a commercial comparison between AG1 and Red Bull, which also offers a single product line (bar the occasional new flavour), and has grown into a multi-billion-dollar empire that doesn’t just sell a drink, it celebrates a lifestyle. But does that mean we’ll never see another product from AG1?
“A large part of our success over the last 15 years has been our focus,” Harrington explains. “We’ve stayed true to one product and to dedicating all of our resources to ensuring it’s the best thing possible. In the short term, we’re focused on AG1.”
Another part of the brand’s unicorn-like success is the network of creators, athletes, and educators that has been cultivated over the years. Especially in Australia, AG1’s priority is close relationships with leading voices at the intersection of wellness, productivity, and performance.
Tim Ferriss’ audience, primed for habit-stacking and incremental gains from his philosophy that informed the best-selling book The 4-Hour Workweek, heard about AG1 early and often. Andrew Huberman’s listeners learned of it in the context of protocols and baselines, with a combined result that makes AG1 feel less like a commodity and more like a routine.
“I think one thing people don’t know is that it’s a prerequisite for people we partner with to already be using our product,” reveals Harrington. “The authenticity won’t come through if that’s not the case.”
“Especially in Australia, we want to work with people who not only use the product and advocate for it, but also support the broader mission of helping people take ownership of their health. If those two things come together, it’s very powerful.”
This routine-not-commodity approach has also allowed AG1 to position itself as one of the more premium offerings on the market. It’s far from the most affordable supplement in the everyday wellness category (starter pack begins at $149 for a one-month supply of AG1), but for anyone who regularly considers the value of their health, it becomes an investment, not an expense.
“It’s a premium product for a premium consumer, but especially in Australia, we know there’s a large cohort of people who’re interested in investing in their health, and I just remind people that AG1 costs less than the price of a daily coffee,” Harrington says.
“We spend a lot of money on research, we’re offering the best possible formula that we’re constantly iterating on to improve, and we spend a huge amount of money on sourcing the highest quality ingredients and the purest versions of those ingredients.”
“Plus, the NSF testing means we’re confirming every single batch of AG1 contains exactly what it says on the ingredients list. So yes, it’s a premium product, but I think it’s a sound investment for folks.”
It’s aimed at people who either love the process of optimising their day or are health-curious but time-poor. AG1 is straightforward to use, ticks plenty of boxes as far as nutritional value, and while it’s not cheap, Harrington’s daily coffee argument is a reasonable one.
“There is a perception in Australia that supplementation is meant for people who are unhealthy. We still believe that whole foods should always come first, but we also know most Australians don’t meet their recommended fruit and veg intake, so a foundational nutritional product like AG1 can be an important part of a healthy person’s diet.”
AG1’s rise is a reminder that the most powerful brands in 2025 are focused, highly repeatable, and consistent in their messaging. As AG1 brings that commercial formula to Australia, the question is less whether people will hear about it, and more whether it earns a permanent spot on the bench next to the AeroPress and the protein shaker.
This article is presented in partnership with AG1. Thanks for supporting the brands that support Boss Hunting.
