{"id":48398,"date":"2026-03-13T01:37:20","date_gmt":"2026-03-13T01:37:20","guid":{"rendered":"https:\/\/isafespend.com\/?p=48398"},"modified":"2026-03-13T01:37:21","modified_gmt":"2026-03-13T01:37:21","slug":"the-ceo-of-ag1-says-success-is-powered-by-trying-new-things","status":"publish","type":"post","link":"https:\/\/isafespend.com\/?p=48398","title":{"rendered":"The CEO of AG1 Says Success Is Powered by Trying New Things"},"content":{"rendered":"<div>\n<p>AG1 (formerly known as Athletic Greens) hit $600 million in revenue last year. As you drink in that healthy number, consider the unlikely career path of the company\u2019s CEO, Kat Cole. Kat began her working life as a hostess at Hooters and worked her way up to VP of the company by age 26. She moved on to become president of Cinnabon, where she tripled the business\u2019s EBITDA in two years, and eventually moved on to AG1.<\/p>\n<p>Kat recounted her career journey on <strong>How Success Happens<\/strong>, giving an absolute killer masterclass on spotting opportunities, saying yes when it\u2019s scary, and building brands that resonate with millions.<\/p>\n<p>We\u2019ve broken down Kat\u2019s insights to help give your success a shot of energy in <strong><strong><span style=\"color: red\">three, two, one!<\/span><\/strong><\/strong><\/p>\n<p><iframe loading=\"lazy\" frameborder=\"0\" height=\"200\" scrolling=\"no\" src=\"https:\/\/playlist.megaphone.fm?e=EML9514102333\" width=\"100%\"><\/iframe><\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n<p><strong>Subscribe now: Apple | Spotify | YouTube<\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-three-key-insights\"><strong><strong><strong><strong><strong><strong><strong><span style=\"color: red\">Three<\/span> Key Insights<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h2>\n<h2 class=\"wp-block-heading\" id=\"h-1-saying-no-to-opportunities-is-the-biggest-risk-of-all\"><strong>1. Saying No to Opportunities Is the Biggest Risk of All<\/strong><\/h2>\n<p>Kat didn\u2019t have a grand plan when she started working as a hostess at Hooters at age 15. She was raised by a single mom and needed money\u2014for college, for an apartment, for gas. So she worked every job she could: hostess, waitress, bartender, even cook when the kitchen staff quit. \u201cI accidentally learned how to run a restaurant because I was being opportunistic,\u201d she told me.  That relentless work ethic led to an unexpected phone call when she was 19: Would she join a traveling training team to open Hooters franchises around the world? First stop: Sydney, Australia. She didn\u2019t have a passport. She\u2019d never been on a plane. But she said yes.<\/p>\n<p>When I asked her if she was naturally comfortable with risk, she flipped the script: \u201cGiven where I came from, making those decisions to do something unexpected or previously unknown, it felt like more of a risk to say no. If I wait until it\u2019s perfect, I am going to be stuck.\u201d She saw every unexpected opportunity as a chance to learn something new, gain confidence, and stack the odds in her favor. \u201cLearning is my currency,\u201d she said. \u201cIf I can learn, if I can do something new and different, I will feel alive.\u201d<\/p>\n<p><strong>Takeaway:<\/strong> Don\u2019t wait for the perfect moment or the perfect skill set\u2014say yes to opportunities that scare you, because discomfort is where growth happens.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n<h2 class=\"wp-block-heading\" id=\"h-2-strategic-brand-moves-require-courage-and-backup-plans\"><strong>2. Strategic Brand Moves Require Courage (and Backup Plans)<\/strong><\/h2>\n<p>In 2021, when Kat joined AG1 as President and COO, the company was called Athletic Greens. It had served them well\u2014they were the market maker. But the name was creating limitations. \u201cAre we only for athletes? Are we only greens?\u201d Kat explained. The product is actually a comprehensive daily drink\u2014a drinkable multivitamin plus greens, superfoods, phytonutrients, and pre- and probiotics. It simplifies the multiple products many people are already taking. But the name didn\u2019t reflect that.<\/p>\n<p>So they changed it. Not just the product name\u2014the entire company name, the website (athleticgreens.com), search optimization, geo-tagging \u2014 everything. \u201cThe founder had said, \u2018I wish I had changed it 10 years ago,&#8217;\u201d Kat recalled. \u201cBut every time the topic came up, \u2018Oh, we\u2019re heading into another high season. Now\u2019s not the time.&#8217;\u201d It was never going to be\u201dthe right time,\u201d Kat realized, so they made the call: the best time to change was yesterday, the next best time is today. They developed bridge strategies, backup plans, and thresholds for what would constitute failure. \u201cIt was a bit of a \u2018burn the boats\u2019 decision,\u201d she said. The rebrand worked\u2014and the naming architecture gave them room for future innovation, like AGZ, their sleep product.<\/p>\n<p><strong>Takeaway:<\/strong> If you know something needs to change, waiting for a \u201cperfect time\u201d means you\u2019ll wait forever\u2014make the move with thoughtful preparation and contingency plans.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n<h2 class=\"wp-block-heading\" id=\"h-3-find-your-customers-by-being-real-about-what-you-stand-for\"><strong>3. Find Your Customers by Being Real About What You Stand For<\/strong><\/h2>\n<p>AG1 isn\u2019t cheap, and Kat knows it. She says it is important to be crystal clear about who your company serves\u2014and who it doesn\u2019t. \u201cIt can\u2019t be everyone,\u201d she said. On one end, there are people who don\u2019t believe in supplements at all. \u201cThat\u2019s not a battle I\u2019m going to fight,\u201d she explained. On the other end, there are biohackers taking a hundred separate pills with a team of physicians. AG1 isn\u2019t necessarily for them either. It\u2019s for the giant group in the middle\u2014people who know they need nutritional support, who want quality and proof, and who value simplifying their supplement stack.<\/p>\n<p>\u201cHow do I know it works? How do I know it is what it says it is?\u201d Those are the questions Kat says their customers ask. AG1 answers with third-party certifications, clinical research, human trials, and peer-reviewed studies. \u201cQuality is an easy word to type,\u201d Kat said, \u201cbut it is not an easy nor inexpensive thing to prove.\u201d By focusing on the people who value that proof and being transparent about their process, AG1 has built a fiercely loyal customer base\u2014growing from $160 million in revenue in 2021 to a projected $600 million in 2024.<\/p>\n<p><strong>Takeaway:<\/strong> Know exactly who you\u2019re serving and what they value, then deliver proof\u2014not just promises\u2014and your people will find you.<\/p>\n<p><strong>Subscribe to the free\u00a0How Success Happens\u00a0Newsletter for weekly inspiration.<\/strong><\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n<h2 class=\"wp-block-heading\" id=\"h-two-great-ways-to-learn-more\"><strong><strong><strong><strong><strong><strong><strong><strong><strong><span style=\"color: red\">Two<\/span> Great Ways to Learn More<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h2>\n<ol class=\"wp-block-list\">\n<li><strong>Follow Kat Cole on <\/strong>Instagram\/X at @KatCole and learn more about the science behind AG1 at drinkag1.com\/science.<\/li>\n<li>Learn how <strong>saying \u2018Yes\u2019 to every opportunity helped this founder\u2019s startup make $1 million<\/strong>.<\/li>\n<\/ol>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n<h2 class=\"wp-block-heading\" id=\"h-one-question-to-ponder\"><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><span style=\"color: red\">One<\/span> Question to Ponder<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h2>\n<p>What\u2019s one opportunity you\u2019ve been turning down or postponing because you\u2019re waiting to feel \u201cready\u201d\u2014and what would happen if you said yes to it this week?<\/p>\n<p>Send your answer to <strong>howsuccesshappens@entrepreneur.com<\/strong>. We\u2019ll read the best responses on a future episode of the show!<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n<h2 class=\"wp-block-heading\" id=\"h-about-how-success-happens\"><strong>ABOUT HOW SUCCESS HAPPENS<\/strong><\/h2>\n<p>Each episode of How Success Happens shares the inspiring, entertaining, and unexpected journeys that influential leaders in business, the arts, and sports traveled on their way to becoming household names. It\u2019s a reminder that behind every big-time career, there is a person who persisted in the face of self-doubt, failure, and anything else that got thrown in their way.<\/p>\n<p><strong>Listen and subscribe:<\/strong> How Success Happens on Apple Podcasts<\/p>\n<\/p><\/div>\n<div>\n<p>AG1 (formerly known as Athletic Greens) hit $600 million in revenue last year. As you drink in that healthy number, consider the unlikely career path of the company\u2019s CEO, Kat Cole. Kat began her working life as a hostess at Hooters and worked her way up to VP of the company by age 26. She moved on to become president of Cinnabon, where she tripled the business\u2019s EBITDA in two years, and eventually moved on to AG1.<\/p>\n<p>Kat recounted her career journey on <strong>How Success Happens<\/strong>, giving an absolute killer masterclass on spotting opportunities, saying yes when it\u2019s scary, and building brands that resonate with millions.<\/p>\n<p>We\u2019ve broken down Kat\u2019s insights to help give your success a shot of energy in <strong><strong><span style=\"color: red\">three, two, one!<\/span><\/strong><\/strong><\/p>\n<\/p><\/div>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><br \/>\n<br \/>Read the full article <a href=\"https:\/\/www.entrepreneur.com\/business-news\/kat-cole-ceo-ag1\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AG1 (formerly known as Athletic Greens) hit $600 million in revenue last year. As you drink in that healthy number, consider the unlikely career path of the company\u2019s CEO, Kat Cole. Kat began her working life as a hostess at Hooters and worked her way up to VP of the company by age 26. She<\/p>\n","protected":false},"author":1,"featured_media":48399,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49],"tags":[32],"class_list":{"0":"post-48398","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-investing","8":"tag-featured"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The CEO of AG1 Says Success Is Powered by Trying New Things | iSafeSpend<\/title>\n<meta name=\"description\" content=\"AG1 (formerly known as Athletic Greens) hit $600 million in revenue last year. 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