A Love Letter to My Team & AG1

Just back from spending a week with my team. In a global, fully remote company, that time together is powerful. They are a world-class group of seasoned leaders, builders, and professionals who are deeply proud of the product, brand, and broader teams we are building. I don’t lift my head to post about them or our product enough. So taking the time for a love note to them and AG1.

I’m proud of the work this team has done (and continues to do) for our customers in areas of science, innovation, quality, safety, supply chain, and more.

As a team, we feel fortunate to work on a product so good that we drink it ourselves every day, as do our friends, family, and customers around the world. We take health ownership seriously, personally, and as our business.?

AG1 is a product that Olympians, professional athletes, moms like me, and busy builders start their days with as the foundation of their stack - whatever that may be for them. This takes mountains of teams, investment, work, QA, operations, testing, and more to do consistently and better over time at this scale.?

A product tested for those who test themselves. Tests that include over 500 herbicides and pesticides and more than 75 additional contaminants and toxins, including heavy metals. One that is 3rd party tested and has met the high standards to be NSF for Sport certified for many years, free from over 280 substances banned by major sporting organizations, and certifying what is on the label is what you get.?

A product supported by more than a thousand peer-reviewed research studies on ingredients, with a growing body of clinical research on the impact of the full formula - not just the ingredients alone.

A product that has been innovated and upgraded many times over the years for better efficacy and higher quality. All in service of delivering daily nutrients and gut health support together in a single scoop, formulated for long-term daily consumption. And more upgrades will come.?

A product and company that only makes claims that can be substantiated with scientific evidence. We take the responsibility of marketing and expectation setting seriously. In our reviews and customer feedback, we hear regular validation that the benefits the research supports are felt by many. Yet beyond what the studies show, and far beyond what we claim or market, we hear detailed and inspiring testimonials every day about how AG1 has been life-changing for so many. That is deeply fulfilling for this team.

As a historically DTC company where digital is the main route to market, digital “marketing” is so much of what drives the impression of the brand. Two things can be true - a company can invest in marketing, and it can also have an incredible product and operations. To cut through the noise, it’s important to share more about how the product is made, 3rd party certified, researched and innovated.?

This team has inspired and impacted millions of people through AG1. I'm so grateful to them, for them, and alongside them. Even with that growth and impact over time, there are major ups and downs in building a business of this scale. It’s never perfect. It’s often hard, but it’s mostly super fun and rewarding. Some of our customers have been with us for over 10 years. Their stories, which the team and I are fortunate to hear every day, are fuel to keep pushing and always do better.?

If you are an AG1 customer and you read this, I hope it makes you proud, and I hope you keep sending us your stories, ideas, and feedback. We are here for you.

Every bit of tasting, packaging, blending, research, legal and regulatory work, finance, data, testing, supply chain, marketing, partnership, creative, technology, and team development is driven by incredible, talented, committed humans. All for our customers, to support their health ownership journey, so they can show up for what matters to them.?

To quote Emily in Paris Season 4:

None of it is perfect, but all of it is beautiful.?

I hope any of you building remember to find the beauty in all the work, the challenge, the growth, and the journey. Life is too short (even if you are making it longer) not to.?

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