Athletic Greens Accelerates Growth & Category Leadership with First Strategic Outside Investors

Bootstrapped for 10 years, Athletic Greens Charts New Growth with Influential Group of Existing Users and Leading Health & Wellness Investor SC.Holdings

NEW YORK–(BUSINESS WIRE)–Athletic Greens, the direct-to-consumer subscription company behind the world’s most comprehensive and convenient daily nutrition product announced today a new strategic group of outside investors to accelerate the company’s rapid growth and meet global consumer demand for effective, singular daily health solutions. The new investors are composed of renowned high-performers across professional sports, entertainment, science and culture – all of whom were part of a passionate and loyal community of daily Athletic Greens users prior to becoming investors. This group includes Lewis Hamilton, Hugh Jackman, Cindy Crawford, Steve Aoki, Robin Arzón, Mike Posner, Shawn Johnson & Andrew East, Tim Ferriss, Dr. Peter Attia and others. The investment was led by SC.Holdings.

Athletic Greens first launched in 2010 around an essentialist, all-in-one daily nutritional powder that combines the characteristics of eight essential products – a daily multivitamin, a superfood complex, multimineral, prebiotics & probiotics, adaptogens for recovery, immune supporting ingredients, antioxidants, neural support formulas and more – into one powerful scoop. This high-quality and premium product, Athletic Greens Ultimate Daily, tastes great, delivers a wide range of benefits and has continually improved across 52 iterations guided by the latest nutritional science. Athletic Greens Ultimate Daily is made from 75 ingredients including vitamins, minerals, prebiotics, probiotics and whole food-sourced ingredients – all sourced for the highest possible quality and efficacy.

“We’ve invested ten years building a daily nutritional habit trusted by an amazing customer base that includes everyone from the world’s greatest athletes and productivity experts to everyday folks taking that important first step in daily health ownership,” said Chris Ashenden, founder and CEO of Athletic Greens. “With this investment and accomplished group of investors, we will amplify our message of simple and effective daily nutrition and simplify people’s approach to owning their health outcomes.”

The investment comes at a moment when the global health & wellness category is positioned for explosive growth that will push the industry to $7 trillion in annual revenue by 20241 as more consumers make proactive health choices, focus on healthy aging, and reverse unhealthy lifestyle decisions. Athletic Greens aims to demystify the overly-confusing supplement category that pushes too many products with low quality ingredients and next-to-zero accountability. Athletic Greens instead focuses on offering a select group of high-quality, highly effective everyday products sold directly to customers via its website. The company operates across North America, Europe, and China and has maintained an innovative, remote-only work culture since its founding.

“Athletic Greens is an important part of my daily nutritional routine,” said Lewis Hamilton, “I’m excited to support and invest in Athletic Greens, to help bring awareness to their convenient approach to daily nutrition and positive message about personal health to the world.”

“Athletic Greens is disrupting the supplement space through an intense focus on simplicity and efficacy delivered in a drink that actually tastes good,“ said Jason Stein, founder of SC.Holdings, who will also join the company’s board. “The company has delivered meaningful growth while maintaining healthy business performance, and we are excited to help the company using our network across athletes and celebrities, corporate America, and Wall Street.”

Consumed as a daily powder mixed with water into a drink, Athletic Greens Ultimate Daily provides comprehensive benefits spanning gut health, immune support, athletic recovery, improved hair & skin health, and clean, sustained energy. The company’s intense focus on product quality and efficacy has resulted in a devoted community of global subscribers who view Athletic Greens as the foundation of their nutritional regimen. Athletic Greens pursues a mission to empower people to take ownership of their health and donates a portion of each monthly purchase to organizations that provide nutritious meals to children in need.

“I’ve been a fan of Athletic Greens since I first tried it and am excited for the company to make a big impact in people’s everyday health,” said Hugh Jackman.

Athletic Greens Ultimate Daily has earned certification from NSF International’s Certified for Sport® program, a standard sought by many professional athletes and one of the most rigorous certification programs in the supplement industry. Products making Certified for Sport® certification are tested for 280 athletic banned substances and potentially harmful levels of specific contaminants, demonstrating high quality and transparency in manufacturing process and ingredients.


Athletic Greens is a global health company with a mission to empower people to take ownership of their health. The company sells comprehensive and convenient daily nutrition products that make it easy to get the nutritional insurance our bodies need. Developed from a complex blend of 75 vitamins, minerals, and whole food-sourced ingredients, Athletic Greens Ultimate Daily is a comprehensive, all-in-one nutritional powder engineered to fill the nutritional gaps in your diet and support your body’s nutritional needs across four pillars of health: gut health, immune support, energy, and recovery. Athletic Greens Ultimate Daily contains no GMOs, no harmful ingredients, no artificial colors or sweeteners, and is diet-friendly whether you eat keto, paleo, vegan, dairy-free, gluten-free or practice intermittent fasting. Athletic Greens was founded in 2010 by CEO and serial entrepreneur Chris Ashenden. Learn more at

ABOUT SC.Holdings

SC.Holdings (SC) is New York, NY-based investment and strategic advisory firm with global experience building businesses and executing transactions. SC partners with high growth, high quality businesses at the intersection of consumer, health & wellness, and entertainment. Led by entrepreneurs, SC brings an operator driven approach to partnerships and prides itself on contributing real value to portfolio companies. Current and prior SC investments include The SpringHill Company, Hyperice, Front Office Sports, Transmit, and Eegee’s.

1Credit Suisse Wellness Sector Initiation “An Apple a Day,” April 2021


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