Chris Ashenden (Athletic Greens) - How he founded a billion dollar nutrition brand, why he waited until $150m in sales to raise capital, and creating a new consumer habit

Our guest today is Chris Ashenden, Founder & CEO of Athletic Greens and AG1. AG1 is the world’s most comprehensive and convenient daily nutrition product in green powder form. We discuss:Why he founded Athletic GreensApproach to formulationHow he met Tim FerrissHow he built relationships with customersScaling onlineCreating a subscription business and new consumer habitWhy he bootstrapped to $150m in revenueWhen it made sense to fundraise***Sponsor*** Introducing aVenture - venture capital for everyoneWith aVenture everyone can now invest directly into venture capital funds through our platform while also benefiting from periodic liquidity options.If you agree, sign-up for their waitlist at aventure.vc. aVenture is a San Francisco, California-based financial technology company that permits users to launch, manage and invest in venture funds on its platform, http://aventure.vc. aVenture operates independently of any investment advisors on its platform. Certain funds listed on the aVenture platform are provided by independent fund managers and may be registered as investment advisors in the U.S., or qualify for exempt reporting status. Mike is a paid spokesperson for aVenture and is compensated $6,000.Want to keep up to date with The Consumer VC? Subscribe to my newsletter Here.

Om Podcasten

The Consumer VC takes a look into early-stage consumer investing and venture capital. If you are interested in learning about consumer trends, have a b2c business and interested in learning about the fundraising process at the early stage, you have come to the right place. Mike interviews some of the top venture capitalists in the world that focus on B2C and consumer type companies or have a deep track record investing in these categories such as marketplaces, SaaS, social, CPG and non-tech subscription. Mike also interviews founders that are building some of the most disruptive consumer facing companies in the world. The conversation usually includes the insight the founder discovered, fundraising strategy, and the pitch. This podcast also includes bonus episodes. Each bonus episode dives into a particular subject that might not have to due with the fundraise or venture capital, but still would be helpful to founders. For example, a bonus episode on brand strategy or how to construct a board of directors. All bonus episodes will be clearly labeled. For all episodes, please visit www.theconsumervc.com. For updates, you can follow @mikegelb on Twitter.