Notes on Chris Ashenden and AG1 Presentation

Introduction to Chris Ashenden

• Founder of Athletic Greens (AG1), a billion-dollar supplement company.
• Background as a convicted criminal in New Zealand.
• AG1 hired powerful defamation lawyers to suppress negative information.

AG1 Product Overview

• Promotes a tasty green smoothie drink that meets nutritional needs.
• Claims to improve gut microbiome through critical micronutrients.
• Priced at $99 US, £90, or $180 Australian for a small pouch.
• AG1 recently faced criticism for not living up to the hype.

Controversies Surrounding AG1

• Athletes and health influencers have endorsed AG1.
• Skepticism about the quality and transparency of the proprietary blend.
• Refusal to share certificates of analysis regarding heavy metal load and mycotoxin profiles.

Chris Ashenden's Past

• Convicted for 43 breaches of the New Zealand Fair Trading Act regarding a rent-to-own scheme.
• Scheme exploited vulnerable individuals by misleading them about home ownership.
• Ashenden fled New Zealand after financial troubles and bankruptcy.

Legal and Ethical Issues

• The New Zealand Department of Justice described Ashenden's actions as cynical and exploitative.
• Ashenden's legal team argued that charges were not fraud in a strict legal sense.
• AG1 operates in an unregulated supplement industry in the U.S., allowing for questionable practices.

Marketing Strategy and Industry Insights

• Ashenden’s strategy involved targeting influential health and fitness professionals for endorsements.
• AG1’s marketing relies heavily on influencer partnerships and a large advertising budget ($2.1 million/month).
• Lack of regulation in the supplement industry creates a favorable environment for dubious claims.

Product Claims and Scientific Validation

• AG1's health claims are not validated by the FDA due to regulatory loopholes.
• Ashenden's marketing emphasizes a lifestyle rather than scientific evidence.
• Comparisons made to Theranos and its lack of technological backing.

Consumer Risks

• Potential harm from spending on ineffective products; false hope from health claims.
• Complaints filed with the FDA indicate potential issues with product quality.
• Previous lawsuits regarding lead levels and mold contamination.

Final Thoughts

• AG1 exemplifies the intersection of marketing, lack of regulation, and consumer exploitation.
• Ashenden’s story highlights the ease of reinvention in the U.S. business landscape.
• Need for awareness about supplement industry practices and potential consumer risks.

Conclusion and Future Plans

• Presentation highlighted the challenges in the supplement industry.
• Discussion of upcoming content, including a true crime podcast on grape fraud and murder.
• Encouragement for viewers to engage with the content and support via Patreon and Substack.