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Home > Yeah, That's Probably an Ad > From Hooters to Building a Health Empire: Rewriting the Wellness Playbook with Kat Cole
Podcast: Yeah, That's Probably an Ad
Episode:

From Hooters to Building a Health Empire: Rewriting the Wellness Playbook with Kat Cole
Category: Business
Duration: 00:26:53
Publish Date: 2026-01-20 15:11:08
Description:

Recorded on the sidelines of Brandweek, this episode of Adspeak by ADWEEK features Ryan Joe in conversation with AG1 CEO Kat Cole. Kat shares her journey from a Hooters hostess to leading a global wellness brand, unpacking how resilience and intuition shape bold leadership decisions. She explains AG1’s evolution from a single-product DTC business to a multi-product, multi-channel brand, including its first global “Good Morning Moon” campaign created in-house with Rick Rubin. Cole also reveals why AG1 redirected marketing spend into $20M of clinical research, upgraded its core formula, and positioned a new sleep product to compete with Netflix, not supplements.


What You'll Learn:

  • How to involve your CEO in creative development from concept to launch
  • Why rebranding at $160M in revenue is worth the risk
  • The power of listening to customers closest to the transaction
  • How to redirect marketing spend toward clinical credibility in saturated categories
  • Why reformulating a bestselling product is a calculated courage play
  • The importance of knowing who you actually compete against


About the Guest:

Kat Cole is Chief Executive Officer of AG1, the leading daily health drink brand. With a distinctive career trajectory spanning restaurant franchising, brand turnarounds, and large-scale portfolio management at Focus Brands (overseeing $4B+ in annual revenue across nine brands), Kat brings operational excellence and entrepreneurial thinking to the health and wellness space. She transformed Cinnabon from a $300 million struggling brand to over $1 billion in revenue within two years and spearheaded the evolution of Carvel, Jamba Juice, and other iconic franchises.


Guest Resources: 

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