The Modern Retail Podcast Dick's $2.4B Foot Locker bet, the Girl Scout brand empire, and behind the scenes of AG1's product research
Sep 13, 2025
Kat Cole, CEO of AG1, leads a thriving direct-to-consumer supplement brand that raked in $600 million last year. She discusses AG1's ambitious growth strategies, including the upcoming NextGen reformulation and new sleep product AGZ. Cole emphasizes the rigorous R&D involved in their product development, like triple-blind testing, while navigating the complexities of scaling for wholesale partnerships, particularly with Costco. Listeners will find insights on balancing innovation with quality in the supplement industry.
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Scale Before Product Expansion
- AG1 delayed new SKUs until its operations and supply chain could scale reliably.
- Kat Cole prioritized manufacturing, quality control, and regulatory teams before product expansion.
Don't Ship Consumables Too Early
- Do not treat consumables like software: finalize product development before launch.
- Prioritize safety, flavor, solubility, and research before sending products to customers.
Supplements Need Middle-Ground Rigor
- Supplements sit between food and pharma and need tailored scientific rigor.
- AG1 added double- and triple-blind trials to prove ingredient synergy and safety.