The origins of Athletic Greens, which has made a name for itself today, especially in America; It is based on the idea developed by an entrepreneur as a solution when he had to swallow a lot of pills due to his own test results.
How can Athletic Greens, a nutritional supplement in liquid form, sell only one type of product? How could it become a 1.2 billion dollar brand?
This product, which is sold via a monthly subscription method, not only makes a profit but also includes people in their own subscription campaigns. This idea is genius, As the brand becomes more and more popular It also enabled it to attract customers day by day. But how?
It is a supplement and supportive product for athletes.
athletic greens; NSF certified (a document showing that hygiene conditions are met), a brand that athletes trust. During exercise, a person can use Athletic Greens supplements to regain the nutrients and vitamins lost in his body. This product, which turns into a liquid drink in powder form, does not contain gluten, sweeteners, GMOs, preservatives, eggs and sugar.
It contains minerals, 75 types 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 when he learned that his body could not absorb nutrients as a result of the tests he gave to a clinic in 2008. That’s how the story began.
from himself a 50-pill supplement regimen He was asked to follow 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, thus paving the way for his famous brand.
Today, Athletic Greens is positioned as a reliable brand that has reached millions of customers worldwide.
athletic greensDespite being a product of high standards, it was launched at very low margins, defying industry norms.
Even though Ashenden started this business with millions of dollars in debt, he had to work hard to achieve success. had a determined vision and he did not hesitate to take the necessary steps to achieve this.
Directly throughout the entrepreneurial adventure Challenges of marketing to consumers He realized it early and decided to interact with professionals.
This strategy allowed Athletic Greens to grow slowly and helped the brand acquire a loyal customer base.
Even though it’s a tough journey in the beginning Athletic Greens, It represents Chris’s success story by positioning itself as a pioneer in the field of health and wellness.
The year 2010 was a significant turning point for Ashenden. Tim Ferriss “Four Hour 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 and Athletic Greens has aroused great interest among this audience. caused.
This led to a significant increase in the company’s sales.
The company initially Even though it entered the market with a single type of product It continued to grow by improving its product range and strategy over time. Instead of being dependent 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: monthly abonnet system.
So what does this subscription system promise?
Instead of purchasing the product on a one-off basis, customers a monthly subscription system They sign up. Thus, a package and the products included are sent to them every month, putting an end to the hassle of constantly purchasing. Moreover, the subscription system is quite affordable in terms of cost.
A discount campaign is also provided to the person who makes his friend a member. In this system, there is not only a single-person package, 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. goes down to $79it also comes with a welcome kit.
Ashenden launched the product in 2018 “Athletic Greens Ultimate Daily”, Rebranded as “AG1” in 2021. These rebranding processes also allowed the company to better reflect its mission and product.
It has been operating without an official location since its establishment.
The company achieved such success with a flexible business structure, initially growing its revenue up to $160 million. By raising $115 million in external capital in 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 income here, the company started publishing its own podcast. They increased brand awareness by making long-term collaborations, especially with leading podcasts in the field of health.
Athletic Greens followed a smart strategy and deliberately 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 has become.
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