AG1

IM8 hit a $200M run rate in 18 months; AG1 took 10 years to reach $100M

Danny Yeung says IM8, the supplement drink he co-founded with David Beckham, reached a $100M annual revenue run rate 11 months after launching in December 2024 and $200M at 18 months. He contrasts that with AG1, which took about 10 years to hit $100M, and calls IM8 the fastest-growing supplement brand on record.

“We hit $100 million annual revenue run rate at 11 months. In this category-wise, I mean, GrooveDigital in 22 months, right? And they were acquired for $1.2 billion after 3 years. AG1 took them 10 years to hit $100 million. We hit $200 million run rate in 18 months.”

Ask ChatGPT or Claude whether your product beats the competition

To check whether a product really is the best on the market, Danny Yeung tells people to ask ChatGPT or Claude to compare it with rivals such as AG1. Shaan runs the test live, ChatGPT picks IM8 over AG1, and Danny jokes he'll cut the clip into an ad.

“Yeah, but you have to be realistic, right? It's like a big difference. I mean, I tell people, how do you know this? I was like, don't trust me. Just put it into Claude, put it in ChatGPT. What's better, IM8 or, you know, AG1, Doron Krugens, right? Let's see what it says on the similar product. Right?”

Steal thisAsk two LLMs to compare your product head-to-head with your top competitors; fix what they flag, and turn a favorable verdict into ad creative.

Winners are first or second to market; a third entrant must be different

Allison Ellsworth won't chase hot categories like protein because someone is already first. Late entrants can still win if they differ, as Grüns did with greens gummies while AG1 hasn't exited, but it's much harder.

“But for me, I'm like, okay, cool, I think it's hot. I'm not gonna now go create it. Someone is already first to market on that. And usually winners are the first to second to market. It's really hard for like even a third to market to be successful. successful unless you do it different.”