Worth The Hustle? AG1

You will have seen an ad recently for AG1 (Athletic Greens).

Maybe your favourite athlete promoted it on their Instagram. Maybe the bros online were drinking it on their podcast.

The strap line is usually something uber-powerful and inspiring like:

• ‘Don't deny age, defy it’ – AG1, comprehensive and complete nutritional needs.

• ‘Eat mornings for breakfast’ – AG1 every fibre needed for exceptional performance.

• ‘Say goodbye to being nutritionally deficient, loser’ – AG1, getting your greens made easy.

I’m not sure that last one officially circulated but it was certainly the impression I left with.

Without a doubt, the following is my favourite.

What a killer line.

Regardless, you might be left pondering the same question I was – does it do what it says on the tin? And if I take it, will I too perform at the level of Lewis Hamilton?

I spent £90 and the last two weeks taking it to find out.

If there were a scale from hermit to athlete, I like to think I sit somewhere in the middle. I exercise 4-5 times a week. I find most enjoyment playing sport - usually racquet based - but I’m pretty happy with a balance between cardio and strength training when I’ve no mates to play with. I run at lunch on work days and it completely alters my concentration levels for the better.

On the other hand, you won’t catch me signing up to any marathons, triathlons or god-forbid, Hyrox events anytime soon. I see the benefit of having something to train towards but for me sport is a time for reflection, focus, connection with others and to stimulate the body and mind on a regular basis. Not personal bests.

Content warps our picture of peoples’ behaviour. Content is supposed to be aspirational. But it’s repeated and reiterated x100 by soulless creators. It manipulates us into believing that what I see online is what everyone is doing in the outside world. We see people challenging themselves to an irrational level of peak performance, and it makes you think – maybe I’d like that too?

You might know Spencer Matthews for belittling his ex-girlfriends on reality television. Or, you may know him from his rebrand. Man who runs long distances for no apparent reason. After running 30 marathons in 30 days in the desert, a Guinness World Record (who else has even attempted this? Did people even talk about it?) he’s challenged himself to completing 7 Ironmans, in 7 continents, in 4 weeks.

Normal bloke turned extreme endurance athlete? Or borderline lunatic. Either way he’s a spearhead of this new movement – to optimise and to be the best version of ourselves. For only an extra £90 a month.

Brands like AG1 are reaping the rewards of the movement. They position themselves as an all-in-one solution that will help you attain your goals quicker, faster; now.

I’m here to tell you, you probably don’t need it.

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AG1 is surprisingly tasty. I went in sceptical, and came out pleasantly surprised. It reminds me of this green sweet I used to pick up at a Shell garage on the way home from school. 

It’s quick to make and no hassle. Unless you’re travelling a lot, you'll have to lug around a pouch of precarious, phthalo green, powder.

At the end of the two week cycle I’ve felt a cognitive benefit. I can’t quite put my finger on what it is – more alert maybe? This could be a placebo. I’m a big believer in placebo. If you do something good everyday you’ll at least feel the mental benefits of being consistent.

Physically - exercise and my recovery has been good. I’m not totally sure I can solely put that down to AG1.

And that’s that really. AG1 probably isn’t the factor that will change your life, or defy your age, but it is a good product. 

But, showing up for yourself consistently, talking openly with those closest to you, and embracing vulnerability might change your life. Also, lots and lots of money will too. 

AG1 is £90 a month and justified at £3 a serving, but in a world where we are suffocated by subscription – here’s other things I’m spending less than that on to feel good. 

• £75 a month - The Average Gym Membership in London.

• £40 - Train ticket home to go see my parents.

• £10 - A really nice Tennis court for you and a friend.

• £70 - Some new running shoes.

• £30 - Heart to heart with a friend over dinner.

• £0 - A long walk.

• £28 - Set of weights for home.

• £14 - A couple of pints and a game of Backgammon at the pub

AG1 - 4/5 - Great for those looking to ceiling-raise, good for those that are cash-rich, not needed for others.