# Chris Ashenden

> Chris “Kiwi” Ashenden is a New Zealand entrepreneur and the founder and former CEO of AG1, originally Athletic Greens. He built the company from its 2010 founding through its first outside equity investment in 2021 and a $115 million round in 2022. Kat Cole succeeded him as CEO in July 2024. His public career also includes founding Fundación Da Alegría and Fair Trading Act convictions connected with earlier New Zealand property schemes.

- **Role:** Founder of AG1; former CEO
- **Organizations:** AG1 (formerly Athletic Greens), Fundación Da Alegría, The Home Finance Company Limited (historical), Meguro Limited (historical)
- **Nationality:** New Zealander
- **Education:** Studied toward a BSc in Sports and Exercise Science; did not complete, according to his Consumer VC interview, University of Auckland
- **Known for:** Founded AG1 in 2010 and led it as CEO until July 2024., Built the company through more than a decade before its first outside equity investment in 2021., Led AG1 when it raised $115 million in January 2022.

## Career timeline

- **2000** — His retrospective PropertyTalk account says he graduated from the New Zealand Police.
- **2003** — Started a New Zealand real estate venture, according to his 2024 essay.
- **2010** — Founded Athletic Greens, now AG1; separately adjudicated bankrupt in New Zealand on 22 October 2010.
- **2011** — An Auckland court ordered Ashenden and two companies to pay fines, costs, and reparations for Fair Trading Act breaches in property schemes.
- **2016** — Founded Fundación Da Alegría, according to AG1’s company history.
- **2021** — AG1 took its first outside equity investment; Kat Cole joined as president and COO.
- **2022** — Athletic Greens announced $115 million in growth funding in January.
- **2024** — Published leadership essays in May; Kat Cole succeeded him as CEO in July.
- **2025** — UK corporate filings record his departure as a director of AG1 UK Enterprise Ltd on 17 January.

## Achievements

- Founded AG1 in 2010 and led it as CEO until July 2024.
- Built the company through more than a decade before its first outside equity investment in 2021.
- Led AG1 when it raised $115 million in January 2022.
- Founded Fundación Da Alegría in Colombia.

## Latest updates

- **2026-01** — Companies House filings notified Christopher Mark Ashenden as a person with significant control of AG1 UK Enterprise Ltd from 8 January 2026; this filing is not evidence of a return as group CEO.
- **2025-01** — Companies House records termination of his AG1 UK Enterprise Ltd directorship on 17 January 2025.
- **2024-07** — Kat Cole succeeded him as CEO of AG1.

## Links

- Website: https://www.chrisashenden.com/
- LinkedIn: https://www.linkedin.com/in/chris-ashenden-35652013/
- Twitter/X: https://x.com/ChrisAshenden
- Instagram: https://www.instagram.com/chrisashenden/

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Profile page: https://yespress.io/chris-ashenden
Published by YesPress — https://yespress.io
Last updated: 2026-10-14