How can Athletic Greens, a liquid nutritional supplement, only sell one type of product? How did it become a $1.2 billion brand?

Sold through a monthly subscription method, this product not only makes a profit but also engages people in their own subscription campaigns. This idea is genius, As the brand becomes more and more popular It also allowed it to attract customers day after day. But how?

It is a complementary and supportive product for athletes.

athletic greens; NSF certified (a document proving compliance with hygienic conditions), a brand athletes trust. While exercising, a person can use Athletic Greens supplements to regain the nutrients and vitamins lost in their body. This product, which in powder form becomes a liquid drink, does not contain gluten, sweeteners, GMOs, preservatives, eggs and sugar.

It contains minerals, 75 kinds of vitamins, adaptogens, probiotics and other nutritional supplements.

His entrepreneurial journey started with Chris Ashenden.

Graduated from the University of Auckland Chris AshendenAlthough he was obsessed with healthy living, he was surprised to learn that his body was unable to absorb nutrients as a result of the tests he gave to a clinic in 2008. That’s how the story started.

from himself a supplement regimen of 50 pills He was asked to follow this up. Ashenden tried it for a while and realized that most people’s ideas about nutrition were wrong and that there might be a better alternative than taking 50 pills a day, paving the way for his famous brand.

Today, Athletic Greens is positioned as a trusted brand that has reached millions of customers around the world.

athletic greensDespite being a product that met high standards, it was launched at very low margins, which was against industry standards.

Although Ashenden started this company with millions of dollars in debt, he had to work hard to achieve success. had a single-minded vision and he did not hesitate to take the necessary steps to achieve this.

Directly during the entrepreneurial adventure Challenges of consumer marketing He realized it early and decided to get in touch with professionals.

This strategy allowed Athletic Greens to grow slowly and helped the brand gain a loyal customer base.

Even though it is a tough journey in the beginning Athletic Greens, It represents Chris’s success story in positioning himself as a pioneer in the field of health and wellness.

The year 2010 was a major turning point for Ashenden. Tim Ferriss “Four O’Clock Body” His mention of Athletic Greens in his book was an unexpected opportunity to promote the company.

This book by Tim Ferriss appealed to an audience focused on healthy living Athletic Greens has aroused great interest among this audience. causes.

This led to a significant increase in the company’s sales.

The company initially Even though it came onto the market with one type of product It continued to grow by improving its product range and strategy over time. Instead of relying on more than one category in the healthy living category, it focused on a single product that people might need.

Moreover, there was only one reason why they achieved this: one monthlyhood system.

So what does this subscription system promise?

Instead of purchasing the product once, customers can a monthly subscription system They sign up. This way, a package and the included products are sent to them every month, eliminating the hassle of constant purchasing. Moreover, the subscription system is quite affordable in terms of costs.

A discount promotion is also offered to the person who makes their friend a member. In this system there is not only a single-person package, but you can also purchase a double-person package at an affordable price. The package, currently $126 with a regular purchase, is available if you subscribe. drops to $79it also comes with a welcome pack.

Ashenden launched the product in 2018 “Athletic Greens Ultimate Daily”, Rebranded as “AG1” in 2021. These rebranding processes allowed the company to better reflect its mission and product.

Since its founding, it has operated without an official location.

The company achieved such success with a flexible business structure, initially growing revenue to $160 million. By raising $115 million in external capital by 2022 $1.2 billion from Alpha Wave Global had earned an income.

Undoubtedly this increase in income advertising works is of great importance.

He also started publishing his own podcast.

According to a study, the company also sponsors podcast listeners. Podcast listeners in America Many buy this product at a discount. After seeing the high revenue here, the company started publishing its own podcast. They increased brand awareness by entering into long-term partnerships, especially with leading health podcasts.

Athletic Greens followed a smart strategy and consciously avoided retail channels. This allows the brand to maintain tighter control over product quality and strengthening customer relationships It was an enabling factor. Currently A $1.2 billion brand It became.

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