About this episode
Today, I'm joined by Kat Cole, CEO of AG1. Evolving from a $160M single-SKU brand to $500M+ revenue, AG1's in hypergrowth mode — adding flavors and sleep aid AGZ, entering Costco, and investing $30M in clinical research. In this episode, we discuss building foundational capabilities before scaling complexity. We also cover: Handling criticism and competition Insights from early operational mishaps Strategies for retail expansion and packaging redesign Subscribe to the podcast ? insider.fitt.co/podcast Subscribe to our newsletter ? insider.fitt.co/subscribe Follow us on LinkedIn ? linkedin.com/company/fittinsider AG1's Website: www.drinkag1.com Instagram: https://www.instagram.com/drinkag1 Tiktok: https://www.tiktok.com/@drinkag1 X (Twitter): https://x.com/drink_AG1 The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (01:50) Kat stepping into CEO role (02:30) Multi-product, multi-channel evolution (03:05) US blending capacity expansion (04:00) First flavors after 10+ years (04:45) AGZ launch: consolidating sleep stack (07:01) Operating gaps despite hypergrowth (09:00) New Zealand supply chain dependency (10:30) Leaky shaker bottles insight (13:00) Real growth at scale (14:20) Delaying retail expansion (16:00) Packaging redesign for shelf (18:20) NSF certification delays (20:10) D2C
