# How AG1 gets its customers: a funnel teardown

> We pointed REG at AG1, the greens powder, and followed its funnel from the ads to the loyalty scheme, using only public evidence. Here's what came back, with the sources.

By Matt, Parsly · Updated 2026-10-20 · Checked 2026-10-20 · https://parsly.to/guides/how-ag1-gets-its-customers/

## The short answer

AG1 sells one greens powder by subscription ($79 a month in the US) and finds customers mostly through paid social at huge volume, half of its US ads run in creators' names, plus Google, podcasts and affiliates. Its site's code sorts each visitor into one of nine groups by where they came from, including people arriving from competitors.

AG1 is the daily greens powder you've probably heard read out on a podcast. We asked [REG](https://parsly.to/reg/), our free Claude Code plugin, a single question, "How does AG1 get its customers? Go deep.", and this is the funnel it mapped, from the ads to what keeps people subscribed. Everything below comes from public evidence: AG1's own US and UK sites and the code they send your browser, the Meta and Google ad libraries, UK company filings and the press. REG never signs up, fills in forms or buys anything, so the checkout and the emails stay out of view. All of it was checked on 20 October 2026, and things like ad counts change daily.

## The short version

AG1 sells one nutrition powder by subscription: $79 a month in the US ($69 a month if you take 90 days at a time) and £79 a month in the UK, with a $99 creatine version, gummies and add-ons around it. It finds customers through paid social at huge volume, much of it run in creators' names, plus Google search and YouTube, podcast and celebrity endorsers, affiliates and retail. The cleverest part sits in its website's code: a classifier that sorts each visitor by where they came from. The weakest part is consistency: the same free gifts carry different values on different pages.

## Step 1: the ads

AG1's Facebook page has run about [8,200 ads across all countries](https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=ALL&view_all_page_id=183869772601&search_type=page&media_type=all). On the day we looked, about 440 were live in the US and 76 in the UK. On Google's [Ads Transparency Center](https://adstransparency.google.com/?region=anywhere&domain=drinkag1.com) there were around 4,000 more, across search, YouTube and display. We found none on TikTok's or LinkedIn's ad libraries.

Two things stand out:

- **Half the US ads run in other people's names.** 205 of the 418 US ads we loaded were partnership ads ("[creator] with AG1 by Athletic Greens") across 31 creators. Many of their links carry a `?trybe=` tag, which points to Trybe, a tool for running ads through creators' accounts.
- **The angles are few and repeated at scale.** The biggest US hook was scarcity: "Sold out after launch. It's back (for now)." on 126 AG1 Pro ads since 1 September. Others lead with a gift bundle ("FREE $68 IMMUNE SUPPORT BUNDLE"), a habit ("90 Days of AG1. Lock In. Level Up.", the [oldest ad still running](https://www.facebook.com/ads/library/?id=2015868355803332), since 5 June), or a new audience: GLP-1 users worried about muscle loss, busy parents.

## Step 2: where the ads lead

None of the ad links carried the usual campaign tags (UTMs). They go to dedicated landing pages rather than the homepage: [an immune-support offer](https://drinkag1.com/lander/immune-support-offer), [a "best greens powder" offer page](https://drinkag1.com/best-green-powder-offers), and in the UK [an immunity campaign page](https://drinkag1.com/en-uk/campaign/immunity-v5).

The newer angles go somewhere else again: pages on `try.drinkag1.com`, such as [one for GLP-1 users](https://try.drinkag1.com/ag1-pro-glp1-muscle), built with Jurni, an AI landing-page tool for Shopify stores. These load their own tracking (Meta, TikTok, Northbeam, Taboola), which suggests a separate testing setup for new audiences.

Their sitemap lists pages nobody links to, including one per podcast host: [Huberman](https://drinkag1.com/partner/huberman/ctr), [Rogan](https://drinkag1.com/partner/rogan/ctr-version-1), [Rich Roll](https://drinkag1.com/partner/richroll). That's how podcast listeners who type in a host's link get a page made for them.

## Step 3: the classifier in the code

This was the most interesting find. AG1's site code contains what it calls an acquisition engine: it sorts each visitor into one of nine groups by where they arrived from. One group is literally competitor research: people who come from Grüns, Huel, Ritual, Seed, Thorne, Momentous, Ka'Chava, LMNT or Liquid IV. Another is returning high-intent visitors. The code is public (your browser downloads it), but what each group then sees isn't, so how far the page changes per group is our inference.

## Step 4: the offer and the checkout

There's no lead form: every page sends you straight to the cart. The US homepage shows three products with AG1 Pro marked "MOST POPULAR", and the default plan is 90 days at once ($207). The card goes in at the first order: there's no trial, and subscriptions renew until you cancel. The guarantee is 90 days in the US and 30 days in the UK, where the terms exclude "special promotions".

First orders come with a free welcome kit, and this is where the numbers wobble. On the same day, the US [discounts page](https://drinkag1.com/discounts) valued it at $43 and the [product page](https://drinkag1.com/products/greens-powder-pouch) at $72. In the UK, search ads offered "£147 for £79", where the £147 includes the value of the free gifts; the UK one-off price is £97.

## Step 5: keeping customers

AG1's loyalty scheme, [The 1 Club](https://drinkag1.com/rewards), is for active subscribers, with tiers at $300, $600 and $1,000 of spend over 12 months. Cancelling forfeits your credits and tier. On top come upsells (Pro, omega-3, vitamin D3+K2, sleep powder, bundles), a US "Give $15, Get $15" referral scheme, and an affiliate programme.

## How big is it?

AG1's UK company filed turnover of £19.4 million for the year to March 2025 ([Companies House](https://find-and-update.company-information.service.gov.uk/company/07996306/filing-history)). For the whole group, Fortune reported a projection of $600 million ([January 2025](https://www.fortune.com/2025/01/30/ag1-supplements-ceo-kat-cole-athletic-greens)), the company's own figure. As a rough check on the UK, £19.4 million at £948 a year per subscriber would be at most about 20,000 full-year subscribers; that's our estimate, and an upper bound.

## Claims worth a second look

- The free welcome kit's value: $43, $72 and other figures on different pages on the same day.
- "40% off" in the UK, measured against a total that includes the free gifts.
- Social proof: "60,000+ verified 5-star reviews" and "Over 60,000 Satisfied Customers" on the same US block, "over 45,000 5* reviews" in a UK ad, and "tried and tested by 3.9 million people" on a UK landing page.
- Percentage results in ads and on the product page (85%, 92% and similar), which are footnoted to a single-arm study of 104 healthy adults rating how they felt, with no placebo group.

## What we couldn't see

Ad spend and reach (US and UK ad libraries don't show them), when stopped ads ran, the checkout itself, the emails after you buy, the cancellation flow, affiliate commission rates, and how many subscribers stay. Those need a purchase, AG1's own data, or ad history collected over time.

## What to take from it

- **Build a landing page for each place traffic comes from:** podcasts, competitors' customers, new audiences. AG1 even sorts visitors by source in its code.
- **Run ads through creators' accounts,** and send each angle to its own page.
- **Make the first order feel generous,** but give the gift one value and use it everywhere.
- **If you compete with them,** plain pricing and easy cancelling are where they're most exposed.

Want the same for a company you're curious about? [REG](https://parsly.to/reg/) is free: install it in Claude Code and ask.