Back in 2010, I got an email from Tim Ferriss asking if I'd be willing to help out a friend of his. Apparently, he met some dude from New Zealand while in a coffee shop in Argentina and they really hit it off. This guy happened to be a retired rugby player with an extensive history of shoulder problems. I happily obliged, and the friendly Kiwi made the trip to Massachusetts to train with us for about a month.
He got a healthy shoulder, and the Cresseys made a wonderful new friend in Chris Ashenden.
More specific to today's blog, though, is the fact that we were witnessing the beginning of an incredible brand. While there, Chris was preparing to launch Athletic Greens (now AG1).
As a brief background, Chris was working to overcome some significant G.I. issues, and had been really disappointed in the supplement industry as a whole as he had investigated various options to complement his dietary changes.
Companies often sourced garbage ingredients to keep their margins high, and there weren't products out there that allowed consumers to efficiently supplement. Rather, people had to take dozens of pills to try to derive comprehensive benefit, and even then, many of the compounds were low quality or competed with each other. The industry was expensive, inefficient, and ineffective - not to mention shockingly unregulated.
With Athletic Greens, he broke from that stereotype. AG1 was the first to put this much nutritional content into one product, at this quality. And, in doing so, AG1 took the opposite approach; a synergistic comprehensive approach that made it very easy to have the power of great daily foundational nutrition in one simple daily (and tasty) habit.
Pioneering the new and future way of getting and replacing a multivitamin, multimineral and nine other products in one including adaptogens, pre and probiotics for gut health, and specialized extracts to support cellular health and key bodily functions.
I have consistently used the product since its inception, and in adopting the approach of continual innovation, they continue to build on their reputation for quality and research and are currently on AG1’s 53rd iteration. Each iteration drives more innovation, value and quality back to the customer based on the latest research. This approach of consistently innovating and disrupting your own product and raising the bar is really hard to copy. As perhaps the best example, one large supplement company once asked Chris if they could take his formula and package it with their label on it. When they investigated the ingredients, they pulled out because the margins weren't high enough to make it worth their while. Sourcing such high quality raw materials wasn't good for their bottom line.
Nonetheless, AG1 has thrived. You'll find it as a NSF certified resource in loads of professional sports clubhouses, and on the recommendation lists of some of the health and human performance industries' most progressive people, including Dr. Peter Attia, Dr. Andrew Huberman, and many more.
As perhaps my highest praise, my mom and wife both take it daily, and many of our athletes swear by it. I trust Chris and his company with my family's health.
If you're looking to make a similar investment in both your short and long-term health with AG1. I recommend you to head to www.AthleticGreens.com/cressey and claim my special offer today – 10 FREE travel packs – with your first purchase. I’d encourage you to give it a shot.
Further, with full disclosure, when AG1 took their first ever investment in 2021, Chris reached out to some of his longest supporters and customers, and offered us the ability to participate. It was a no-brainer to take the next step to support a product and company I believed in this much, so since 2021, I have been both an investor in and advisor to AG1.
Here’s that link again: http://www.athleticgreens.com/cressey
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