Formula 1 driver Lewis Hamilton and U.S. gold medalist Shawn Johnson are among the high-profile individuals investing in nutritional powder maker Athletic Greens.
The investment was led by private equity firm SC.Holdings and included other big names like actor Hugh Jackman, model Cindy Crawford, and musician Steve Aoki.
Financial terms were not disclosed, but Athletic Greens says it has a $100 million revenue run-rate. The company’s 30-serving powder package sells for $97 or $77 with a monthly subscription.
The new investment marks Athletic Greens’ first raise with strategic outside investors, but the company has been partnering with noteworthy entities for a while.
- Last month, it announced a partnership with WRKOUT, a virtual personal training platform.
- In 2020, it became the first-ever supplement sponsor of the USA Cycling team.
- It became an official partner of Spartan Race in 2018.
Gainful, another sports nutrition supplements company, raised $7.5 million in Series A funding in January.
The overall global health and wellness category is expected to reach $7 trillion in annual revenue by 2024.
Editor’s Note: SC.Holdings is an investor in FOS and Athletic Greens is an FOS partner.