AG1 Doubles Down on Science With ‘Next Gen’ Reformulation
AG1’s first formula update since 2016 comes with a marketing approach touting the clinical effectiveness of its green supplement AG1 is going all in on science as it looks to fend off competition in the fast-growing all-in-one nutritional supplement category. The brand formerly known as “Athletic Greens” has launched AG1 Next Gen, its first product […]
AG1’s first formula update since 2016 comes with a marketing approach touting the clinical effectiveness of its green supplement
AG1 is going all in on science as it looks to fend off competition in the fast-growing all-in-one nutritional supplement category.
The brand formerly known as “Athletic Greens” has launched AG1 Next Gen, its first product reformulation since 2016.
The new green powder supplement contains added vitamins and minerals and upgraded probiotics, which AG1 says have been shown in clinical studies to support gut health and plug common nutrient gaps – even among healthy eaters.
“AG1 Next Gen is one of the most clinically researched green nutrition powders on the market, with four complete human clinical trials demonstrating the benefits across different populations,” AG1 CEO Kat Cole tells Anthletech News.
Like its previous formulation, AG1 Next Gen retails for $79 for a subscription plan and $99 for a one-time purchase.
AG1 is leaning heavily into clinical research under Cole, who took over for founder Chris Ashenden last summer after a three-year stint as the supplement maker’s president and chief operating officer.
On its website, AG1 touts that Next Gen is the brand’s ‘most clinically-studied formula” ever. The website also features a prominently placed “research” tab where consumers can see a breakdown of studies on the powder’s effectiveness. On billboards and street signs in New York City, AG1 has touted its status as a supplement that’s been “Certified for Sport” by NSF, a not-for-profit organization that tests supplements for harmful substances.
“Investing in clinical trials is important because customers deserve more clarity around quality, efficacy and claims in the supplements they choose,” Cole says. “It’s the right next chapter for the supplement industry: more clinical rigor, more third-party certifications, more focus on why customers should trust and believe in your product and the benefits it can provide.”
Along with the new launch, AG1 has committed to investing more than $20 million to support future peer-reviewed, independent research, including on all future AG1 products, the company said.
credit: AG1
Founded in 2010, AG1 has become one of the most popular brands in the supplement industry, especially among wellness influencers and enthusiasts (Andrew Huberman famously endorses the brand). It sells just one product – a green powder formula combining vitamins, minerals, probiotics and whole-food-sourced ingredients designed to support energy, cognitive function and gut health/digestion.
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In 2021, the company changed its name from Athletic Greens to AG1 in a move to highlight the nutritional versatility of its product – it’s marketed as a multivitamin, probiotic and greens powder all rolled into one. The Nevada-based AG1 reached a $1.2 billion valuation in early 2022 as consumer interest in supplements continues to grow.
In an interview with ATN last fall, Cole said AG1 was planning to expand its brick-and-mortar retail presence, including potentially entering the shelves of grocery retailers. In December, the product became available in vending machines at the San Francisco International Airport, with additional launches planned for airports in Chicago, Houston and Oakland.
As AG1 looks to maintain its status as top dog in the all-in-one supplement powder category, the brand will have to fend off competition from well-capitalized upstarts including IM8, a similar all-in-one supplement powder co-founded by David Beckham that officially launched earlier this year. Like AG1, IM8 has pushed science and research as its main marketing tactic, along with a healthy dose of influencer-led content.
Cole is betting that AG1’s status (and institutional knowledge) as a legacy supplement brand will give it an edge over newcomers like IM8, even if both brands rely on science-first marketing.
“Since 2010, we have continued to upgrade the formula based on the latest research to make our one product better, manufacturing AG1 to the highest standard in the industry guided by the latest research,” Cole tells ATN.
Should Your Boutique Fitness Studio Add Recovery Services?
Should all boutique fitness brands integrate modalities like saunas and cold plunges into their studio offerings? The answer…it depends Boutique fitness studios are jumping on the recovery trend, adding modalities including infrared saunas, massage tech and even cold water therapy as consumers increasingly incorporate wellness into their workout routines. According to a study commissioned by […]
Should all boutique fitness brands integrate modalities like saunas and cold plunges into their studio offerings? The answer…it depends
Boutique fitness studios are jumping on the recovery trend, adding modalities including infrared saunas, massage tech and even cold water therapy as consumers increasingly incorporate wellness into their workout routines.
According to a study commissioned by software provider Hapana, many boutique studios in the United States now offer some type of recovery modality. Per Hapana, 48% of boutiques offered massage chairs in 2024, while 44% offered physiotherapy services and 39% had a sauna within their facility.
But should all boutique fitness brands make recovery a part of their in-studio offerings? The answer…it depends.
On the one hand, offering recovery services allows studios to give their members more, potentially driving acquisition and long-term retention. However, it can be quite costly to implement some modalities, and brands risk diluting their core fitness offering by spending too much time fussing with ancillary services.
ATN breaks down how some of the industry’s top boutique fitness players are approaching the business of wellness and recovery in 2025. We also provide expert insights on the opportunities and challenges involved in incorporating these modalities inside the four walls of a studio setting.
F45 Brings Studios Into the Cold Plunge Era
F45 Training made a splash (no pun intended) late last year when the brand announced it was adding cold plunge tubs, infrared saunas and Hyperice percussive therapy equipment to studios worldwide.
Under the program, dubbed “Recovery by F45,” members can purchase recovery services at participating studios through class packs or as an upgrade to existing unlimited memberships. Cold plunge and sauna sessions are also available for individual purchase by drop-ins.
credit: F45 Training
The move made F45 one of the first big-name boutique fitness brands to embrace the cold plunge trend that’s currently sweeping across gyms and health clubs. It’s still too early to draw any definitive conclusions about how the move will pay off for F45 in the long run, but some franchisees are already seeing positive early returns.
“Adding recovery … has changed the way we operate our studios,” Courtney Gibson, the owner of F45 Kingsgate in Kirkland, Washington, has told ATN. “Our members love the all-in-one solution, especially coupling their intense workout days with time in the infrared sauna or cold plunge after. It truly enhances the F45 brand and continues to show we are fully vested in our members and their wellness journey together.”
At an organizational level, F45’s decision is part of CEO Tom Dowd’s vision of turning FIT House of Brands — the parent company comprising F45, FS8 and Vaura Pilates — into a one-stop shop for all things health and wellness.
“The vision that I came in with was to be a solution headquarters for everything health and wellness,” Dowd has said.
Under Dowd, FIT brands including F45 have struck other wellness-focused partnerships, including with Dietitian Live for insurance-covered virtual visits with dietitians and with Dr. B to support members taking GLP-1 weight-loss drugs.
The Case Against Taking the Plunge
While F45’s move to add cold plunges and saunas inside its studios made headlines, other boutique fitness leaders have yet to follow suit. So far, most major brands have preferred to stay out of the cold and hot therapy businesses for now.
Jay Siano, the co-founder and CEO of Sabre, a boutique real estate advisory firm that’s helped brands including Orangetheory Fitness and Solidcore expand across the country, believes boutique fitness brands should take a calculated, cautious approach when considering which recovery modalities to add to their facilities.
Siano notes that while it may be tempting to jump on the cold plunge or sauna trend, it’s often more cost-effective for boutiques to stick to what they do best: group fitness workouts.
“The smartest, most successful brands I’ve ever worked with occupy space to do what they’re really good at, and they forget about what’s on trend,” Siano told ATN. “If you’re going to take additional square footage to incorporate a recovery space adjacent to a fitness space, it might actually be more challenging for you to be successful.”
While Siano admits there are cases where it might make sense to add a cold plunge or sauna (and brands can be successful in doing so), he generally tells his boutique fitness clients to steer clear.
“If a traditional group or boutique fitness studio is planning to add cold plunges or saunas to their space of 1,500 to 3,000 square feet, I’d advise them not to do it,” he said. “I’d advise them to focus on being the best at their specific workout modality.”
Indeed, top brands like Orangetheory and Solidcore have opted to stay out of the sauna and cold plunge game, at least for the time being.
In Solidcore’s case, it might be forever.
Anne Mahlum, who founded Solidcore before exiting in 2023, deliberately designed the brand’s studios to maximize every square foot for fitness. Extra perks like recovery modalities or lavish lobby lounges make it harder for fitness brands to turn a profit, she believes.
“At Solidcore, we were looking and saying, ‘If I can’t fit an extra machine, I’m not paying for an extra 100 square feet,’” Mahlum told ATN last fall.
Mahlum is no longer involved with Solidcore, but current president and CEO Bryan Myers has kept that same strategy as the brand continues to expand nationwide. Besides offering a highly challenging Pilates-inspired workout, Solidcore is known for its super streamlined studios: locations feature small check-in areas and don’t offer amenities like showers to avoid taking valuable space away from the in-class experience.
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credit: [solidcore]
Top Boutiques Add Recovery in Other Ways
Saunas and cold plunges aren’t the only ways boutique fitness brands can get into the wellness and recovery game, of course. Instead of adding those costly modalities, many brands are embracing cheaper, more portable options.
Xponential Fitness brand YogaSix recently launched a new class type, “Y6 Mobility,” which incorporates tools like massage balls. The yoga brand has also introduced Y6 TRX, a class that leverages TRX suspension trainers to help members increase their range of motion and get into deeper yoga poses with the help of straps.
credit: YogaSix
StretchLab, another Xponential brand, partnered with Hyperice to bring Normatec compression therapy leg sleeves into its studios. At least 100 StretchLab locations now offer Normatec services, which members can purchase as an add-on to their existing membership plan after a complimentary session.StretchLab has said it’s aiming to bring Normatec boots into every one of its 500-plus studios.
Orangetheory is also looking to make recovery a bigger part of its in-studio experience for members. The popular group fitness brand is introducing recovery technology like Hyperice equipment on a pilot basis at some of its clubs. Orangetheory may also start allocating more class time to recovery.
“Recovery modalities are really important,” Orangetheory president Lauren Cody has told ATN. “As we think about evolving our strength and power (workout) modalities, we’re very much looking at recovery being more central than it is in our workouts today.”
“Today, we allocate about five minutes to recovery; we’d be looking to allocate more class time to recovery, as well as being quite intentional with the equipment that can support recovery,” she added.
credit: Orangetheory Fitness
And while Sabre’s Siano generally recommends that boutique brands skip the sauna and cold plunge, he says they should look to add recovery tools that don’t require as much time and money.
“Red light beds and things of that nature are a lot less labor-intensive, and there are many other great tools people are utilizing, like Hyperice and Therabody,” he said. “Those are becoming more and more common in studios.”
This article originally appeared in ATN’s report, “Wellness Room: The Art & Science of Integrating Recovery,” which maps the forces redefining how operators retain members, monetize square footage and prepare their brands for a dynamic future. Download the free report.
ICYMI: the 7 biggest tech stories of the week, from our new favorite cheap smartwatch to the iOS 26 beta
We get it, there’s a lot going on in life – from sports tournaments to school holidays to work pressures – and you’re not necessarily going to be able to keep up with every single story TechRadar publishes over the course of seven days (there are a lot of them). That’s why we put together […]
We get it, there’s a lot going on in life – from sports tournaments to school holidays to work pressures – and you’re not necessarily going to be able to keep up with every single story TechRadar publishes over the course of seven days (there are a lot of them).
That’s why we put together this ICYMI (In Case You Missed It) round-up every week, so you don’t miss out on everything that’s happening. This week, that includes new Kindles from Amazon, new software from Apple, and a new watch from Nothing.
NWTG) Tees Up Innovation for the ‘Sport’s New Face’
PRESS RELEASE Published July 25, 2025 Newton Golf Company (NASDAQ: NWTG) is delivering innovative products to the dynamic market as a surge in women’s golf participation is reshaping the industry. The company recently released a lighter shaft option, designed to deliver premium performance for golfers of all levels, from weekend enthusiasts to tour professionals. “Newton […]
Newton Golf Company (NASDAQ: NWTG) is delivering innovative products to the dynamic market as a surge in women’s golf participation is reshaping the industry. The company recently released a lighter shaft option, designed to deliver premium performance for golfers of all levels, from weekend enthusiasts to tour professionals. “Newton Golf’s introduction of its lighter shaft further aligns with shifting market dynamics. The new option is engineered to weigh less than previous versions while maintaining precision, stability and distance — qualities valued by golfers across all demographics,” reads a recent article. “Newton Golf has built its reputation on innovation, focusing on advanced shaft technologies that address fundamental aspects of the golf swing… As women continue to drive golf’s growth and redefine its culture and commerce, having manufacturers such as Newton Golf focus on thoughtful gear advancement is key. The new lighter shaft represents not only technological progress but also an industry adapting to the sport’s new face — and all the golfers who comprise it.”
To view the full article, visit https://ibn.fm/yRgKg
About Newton Golf Company Inc.
Newton Golf harnesses the power of physics to revolutionize golf equipment design. Formerly known as Sacks Parente, the company’s rebranding reflects its commitment to innovation inspired by Sir Isaac Newton, the father of physics. By applying Newtonian principles to every aspect of its design process, Newton Golf creates precision-engineered golf clubs that deliver unmatched stability, control, and performance. The company’s mission is to empower golfers with scientifically advanced equipment that maximizes consistency and accuracy, ensuring every swing is backed by the laws of physics.
For more information, visit the company’s website at www.NewtonGolfIR.com.
NOTE TO INVESTORS: The latest news and updates relating to NWTG are available in the company’s newsroom at https://ibn.fm/NWTG
About InvestorWire
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Apple Watch Ultra 2 vs Garmin Venu X1: How does Garmin’s latest superpower smartwatch compare with Apple’s best?
When Garmin announced the Garmin Venu X1, it was hard not to think it was being squared up against the Apple Watch Ultra 2. While Garmin had already launched watches like the Fenix E (a cheaper version of the Garmin Fenix 8) that sat in and around the price of Apple’s most feature-rich smartwatch, the […]
When Garmin announced the Garmin Venu X1, it was hard not to think it was being squared up against the Apple Watch Ultra 2.
While Garmin had already launched watches like the Fenix E (a cheaper version of the Garmin Fenix 8) that sat in and around the price of Apple’s most feature-rich smartwatch, the Venu X1 is more clearly being positioned as an Ultra rival due to its shape and feature set. It’s one of the best Garmin watches to date.
NFL Player Bobby Wagner Is Currently An HBCU Student As He Pursues His Master’s In Business At Howard University
Bobby Wagner is already laying the groundwork for a lasting legacy beyond the field. Wagner was drafted to the NFL in 2012 by the Seattle Seahawks and now represents the Washington Commanders. According to Spotrac, the linebacker has earned $109.5 million over his career so far. Wagner also served as his own agent to negotiate […]
Bobby Wagner is already laying the groundwork for a lasting legacy beyond the field.
Wagner was drafted to the NFL in 2012 by the Seattle Seahawks and now represents the Washington Commanders. According to Spotrac, the linebacker has earned $109.5 million over his career so far. Wagner also served as his own agent to negotiate his last four contracts, such as a five-year deal valued at $65 million with the Los Angeles Rams in 2022, CNBC reports. Now, it appears Wagner is working to increase his business acumen as a student at Howard University, notes The Dig at Howard University. He is enrolled in the HBCU’s Master of Business Administration program. Additionally, Howard is the only HBCU listed on Bloomberg Businessweek’s top business schools in the U.S.
“There is a lot of excitement around having a prominent NFL player and someone who is doing great things off the field choose Howard University as his institution of choice,” said Mariko Carson, Ed.D., director of graduate affairs at the Howard University School of Business, according to The Dig.
Carl Francis, vice president of communications for the NFL Players Association, commented:
“He was very intentional about choosing an HBCU and, hopefully, his decision empowers the next generation of players and students in general to see that if Bobby Wagner believes in HBCUs, they too can get an education that leads to a successful life at one of these schools.”
Wagner is projected to finish his degree in December 2025. He is setting an example not only through his studies but also through ventures such as his “Inspiring Futures” initiative, which supports at-risk youth. He hosts financial literacy workshops for underserved families as well, which led to his nomination as the Washington Commanders’ candidate for the NFL’s Walter Payton Man of the Year award in 2024, according to the NFL.
Wagner also recently became part-owner of the WNBA’s Seattle Storm, which has a $325 million valuation, per Bloomberg. Wagner, reportedly made history in the process as the first active NFL player to have equity in a WNBA team, the Seattle Storm shared on Instagram.
In the ever-shifting sands of technology, this week served up a buffet of intriguing developments. Grab your virtual forks, folks, because we’re diving into everything from Apple’s newest software offerings to Meta’s ambitious AI plans. And trust me, it’s a ride worth taking. Apple’s Latest Betas: A Sneak Peek into iOS 26 First off, let’s […]
In the ever-shifting sands of technology, this week served up a buffet of intriguing developments. Grab your virtual forks, folks, because we’re diving into everything from Apple’s newest software offerings to Meta’s ambitious AI plans. And trust me, it’s a ride worth taking.
Apple’s Latest Betas: A Sneak Peek into iOS 26
First off, let’s talk about Apple. If you’ve been itching to see what’s cooking in Cupertino, the Engadget Podcast has you covered. The hosts have been exploring the developer betas of iOS 26, iPadOS 26, and macOS 26, and they’re spilling the tea on everything from the new Genmoji representations to the intriguing “Liquid Glass” feature.
Key Takeaways:
Genmoji: Finally, a way to express your inner avocado toast enthusiast without saying a word!
Live Translation: Imagine wandering through Paris, and your phone magically translates everything you see. Is that a modern-day miracle or what?
Apple Intelligence: The hosts are also buzzing about how Apple is leveraging AI, hinting at a more personalized user experience.
If you’re a fan of Apple’s ecosystem, this update is bound to spark some excitement for the upcoming year.
Meta’s New AI Superintelligence Chief
Meanwhile, over at Meta, it looks like things are heating up in the AI department. They’ve just appointed Shengjia Zhao as the chief scientist of their AI superintelligence unit. Zhao comes with a hefty resume from OpenAI, and his arrival signals that Meta is not just dipping its toes into the AI pool but diving headfirst into the deep end.
Why This Matters:
Leadership Matters: The right leadership can make or break a project, especially in a field as complex as AI.
Big Ambitions: With Zhao at the helm, it’s clear Meta has some serious ambitions around AI, potentially reshaping how we interact with technology.
Running into the Future with AI Coaches
In the world of fitness tech, it seems that both the Apple Watch and Samsung Galaxy Watch 8 are vying for your attention as AI-powered running coaches. A recent comparison showed that while both devices are packed with features, one might have the edge when it comes to guiding your morning jog.
Highlights:
Apple vs. Samsung: It’s like the Avengers of wearables, but instead of fighting aliens, they’re fighting your urge to skip leg day.
AI Coaching: Both watches offer tailored workouts, but which one keeps you more motivated? Spoiler alert: the answer is subjective and might depend on your personal preference (and your affinity for Apple’s ecosystem).
The Dark Side of Social Media
On a less cheerful note, a recent survey highlighted that Facebook ranks worst for online harassment, especially among environmental activists. According to The Verge, over 90% of land and environmental defenders reported experiencing some form of online abuse. This statistic raises serious questions about the responsibilities of social media platforms in fostering safe online environments.
The Bottom Line:
Harassment is Real: It’s not just a bad day at the office; it’s a systemic issue that needs tackling.
Meta’s Challenge: With their focus on building the metaverse, addressing harassment should be at the forefront of their priorities.
The Tech Metaphor: A Garden in Full Bloom
Think of today’s tech landscape as a sprawling garden. Some plants (like Apple’s new software and Meta’s AI ambitions) are blooming with potential, while others (like the weeds of online harassment) threaten to choke the life out of the flowers. It’s a delicate balance that requires careful tending.
And speaking of balance, can I get an amen for all the techies out there? Here’s a joke to lighten the mood: Why did the programmer go broke? Because he used up all his cache!
In Conclusion: A Future Full of Potential
As we look toward the horizon, it’s clear that the tech world is bustling with innovation but also fraught with challenges. Balancing advancements with ethical responsibilities will be the key to ensuring that our digital garden flourishes. The question is, are we ready to cultivate it wisely?
So, what are your thoughts? Are you excited about Apple’s new features or curious to see what Meta’s AI unit will bring? Drop a comment below, and let’s chat!
