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Two Founders Take Aim at the Brand Backed by Hugh Jackman and Joe Rogan

Complex | Music, Sneakers, Pop Culture, News & Shows·Maggie Ekberg·3 months ago
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Hugh Jackman starts every morning with it. Joe Rogan has called it essential. Lewis Hamilton invested in it. AG1, the $1.2 billion greens powder company formerly known as Athletic Greens, has become the most visible name in the wellness space, backed by some of the most recognizable figures on the planet. Two college students say it's still not good enough.  Michael Rubinov, an 18-year-old Vanderbilt freshman, and Andreas Calabrese, a 20-year-old University of Miami sophomore, are the founders of ForYou, a venture-backed health tech startup that launched earlier this month with a simple pitch: why would you take a supplement built for everyone when you could take one built specifically for you? "AG1 is a great product, but it's the same formula for every single person who buys it," Rubinov said in a statement on Monday, April 13. "A 22-year-old college athlete and a 55-year-old executive have completely different needs.…

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