This week, we spotlight Matt Carrington. He’s the Chief Marketing Officer at Athletic Greens.
We’d like to congratulate Matt Carrington and the Athletic Greens team for offering a product that everybody needs: nutrition.
Even better: the company offers nutrition at an affordable price. It costs somewhere between $2-3 per serving.
And just one serving gives you 75 vitamins, minerals, and nutrients. “It’s all you need, really,” says the company website.
The Mission
The Athletic Greens corporate mission is “to empower people to take ownership of their health.”
More than a decade old, the company makes it easy for everybody to get their daily dose of important nutrition.
According to Athletic Greens: “Taking a bunch of pills and capsules is hard on the stomach and hard to keep up with. To help each of us be at our best, we developed a better approach to providing your body with everything it needs for optimal performance.”
Enter AG1, the company’s powder product that you mix with 8 ounces of water.
So what’s in a single serving? Vitamins (A, B6, C, and E just to name a few), minerals (calcium carbonate, potassium, selenium, etc.), nutrients (alfalfa, apple, carrots, spinach, pineapple, etc.), probiotics, and adaptogens.
It sounds like a chemistry course in a drinking glass. But it’s packed with stuff we all need.
And it’s Matt Carrington’s job to sell it.
Matt Carrington’s Fairly New Career
Matt’s been with Athletic Greens for about two and a half years. According to him, AG1 “powers gut health, immunity, and peak performance by delivering high-quality micronutrients our bodies need.”
But it’s the quality of marketing that draws our attention to him. The website is a case study on how to promote a product online.
Although the video banner on the home page says “athletes belong here,” the “Welcome to Foundational Nutrition” opening line says more than that. People who want to stay healthy but don’t necessarily have time for three square meals a day will scroll on.
And that’s when they’ll see three calls to action.
Make that four. The sticky header at the top reading “Get Your AG1” also tempts visitors to start with the product.
Following that, you’ll see the following disclaimers for folks in the target market who might have some allergies:
- Gluten-free
- No eggs
- No sugar
- Nut-free
- Dairy-free
See that? Objections answered.
Then the website clarifies that basically everybody is in the target market with this line: “For high performance everybodies.”
That’s followed by a listing of benefits:
- Gut health
- Immunity
- More energy
- Helps recovery
Following that is the social proof. Here’s a review from Dr. Andrew Huberman: “I’ve been using Athletic Greens since 2012 because it’s the simplest, most straightforward way for me to get my basis of important vitamins, minerals, and probiotics.”
Great stuff. I definitely recommend using that website as a template if you’re looking for a starting point for marketing a product online.
Matt Carrington’s Previous Experiences
Prior to his current gig, Carrington spent about five years with Framebridge. That company makes it easy to custom-frame your favorite items.
And before that, he worked as VP of Marketing for Curb Mobility, a top 25 travel app.
While there, he led the effort to change the company name from Taxi Magic to Curb. He also served on the senior executive team and contributed to fundraising efforts.
Carrington also led and developed the company’s nationwide marketing team.
And he says that he took enough taxi rides for three lifetimes but learned a lot in the process.
All his hard work, past and present, has paid off. Matt Carrington landed a spot on Forbes Magazine’s inaugural list of Entrepreneurial CMOS.
Wrapping It Up
Matt Carrington hasn’t forgotten the basics. That’s probably why he’s so good at his job.
While technology advances and modern marketers search for new ways to reach audiences, we should also remember that we stay great the same way we became great.
By persuading people to buy our products.
At the end of the day, that’s what it’s all about. And Matt Carrington is great at it.
