Fitt Insider

Joe Vennare

Fitt Insider is the show where we talk with the entrepreneurs, executives, and investors who are redefining the business of fitness and wellness.

  1. 4D AGO

    328. Kat Cole, CEO of AG1

    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 relationship advantages (22:05) $30M research commitment (23:15) Double-blind trials and skepticism (25:20) Larger studies: 100 vs. 30 participants (27:00) Why competitors don't invest in research (28:20) Handling criticism and competitors (30:00) Apple, Lululemon comparison (32:00) Using critique to improve (33:30) Marketing science strategy (35:00) Scientific advisory council (36:21) Podcast marketing reality (38:25) Referral and gifting conversion (40:00) Multi-channel integration (41:20) Retail as billboard (42:20) Costco untapped awareness (43:20) Slow operational work pays off (44:02) Future retail expansion (45:00) Stacking products customers request (45:39) Conclusion

    46 min
4.8
out of 5
89 Ratings

About

Fitt Insider is the show where we talk with the entrepreneurs, executives, and investors who are redefining the business of fitness and wellness.

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