How do you scale a consumer brand without losing the trust that made it work in the first place? In this episode, Natalie Dillon sits down with Kat Cole, CEO of AG1, to explore leadership, operational discipline, and what it really takes to build a brand that lasts. Listen in to hear actionable lessons for founders and operators at any stage.
Kat’s path didn’t follow a traditional script — from opening restaurant franchises as a teenager to leading global brands through restructures, recessions, and rapid growth. She reflects on pivotal moments that shaped her approach to leadership and the skills she developed to evolve through friction and uncertainty.
They dig into AG1’s journey from a single-product subscription to a multi-channel brand, including national retail expansion. Kat shares why operational readiness had to come first — from manufacturing redundancy to human trials and quality assurance — and how maintaining customer trust guided every formula update, rebrand, and operational decision.
You’ll hear about:
What changes (and what doesn’t) as brands scale
How to iterate on a flagship product without alienating early believers
The process of perfecting the core product before adding new SKUs
Why staying close to customers requires systems, not slogans
The leadership shift from being in the weeds to building world-class teams
At Maveron, we believe enduring consumer companies are built through deep customer understanding and disciplined execution — and we’re always looking to partner with founders who are defining culture. If that’s you, find us at maveron.com.
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