{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"328. Kat Cole, CEO of AG1","description":"Today, I'm joined by Kat Cole, CEO of AG1. &amp;nbsp; Evolving from a $160M single-SKU brand to $500M+ revenue, AG1\u2019s in hypergrowth mode \u2014 adding flavors and sleep aid AGZ, entering Costco, and investing $30M in clinical research. &amp;nbsp; In this episode, we discuss building foundational capabilities before scaling complexity. &amp;nbsp; We also cover: &amp;nbsp;   Handling criticism and competition   Insights from early operational mishaps   Strategies for retail expansion and packaging redesign   &amp;nbsp; Subscribe to the podcast \u2192 insider.fitt.co\/podcast&amp;nbsp; Subscribe to our newsletter \u2192 insider.fitt.co\/subscribe&amp;nbsp; Follow us on LinkedIn \u2192 linkedin.com\/company\/fittinsider&amp;nbsp; &amp;nbsp; AG1\u2019s Website: www.drinkag1.com&amp;nbsp; Instagram: https:\/\/www.instagram.com\/drinkag1&amp;nbsp; Tiktok: https:\/\/www.tiktok.com\/@drinkag1&amp;nbsp; X (Twitter): https:\/\/x.com\/drink_AG1&amp;nbsp;   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\/&amp;nbsp; Consulting: https:\/\/consulting.fitt.co\/&amp;nbsp; Investments: https:\/\/capital.fitt.co\/&amp;nbsp;   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 ","author_name":"Fitt Insider","author_url":"https:\/\/insider.fitt.co","html":"<iframe title=\"Libsyn Player\" style=\"border: none\" src=\"\/\/html5-player.libsyn.com\/embed\/episode\/id\/40256145\/height\/90\/theme\/custom\/thumbnail\/yes\/direction\/forward\/render-playlist\/no\/custom-color\/88AA3C\/\" height=\"90\" width=\"600\" scrolling=\"no\"  allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen><\/iframe>","thumbnail_url":"https:\/\/assets.libsyn.com\/secure\/content\/199046000"}