Founded in 2010, Athletic Greens built its business through traditional partners, creators, influencers and thought leaders.
Now, the nutrition company is gearing up to take the “ownership economy” concept into the next generation — with blockchain, the technology fueling the surge in popularity of cryptocurrency and non-fungible tokens (NFTs), also known as Web 3.
“It’s so easy for this topic around Web 3, NFTs, blockchain to feel daunting and overwhelming,” according to Kat Cole, president and COO of the direct-to consumer subscription company.
“There is a way to thoughtfully move a Web 2 company into Web 3 by stepping back and appreciating what it essentially is, in part, it’s the ownership economy,” Cole, an alum of Cinnabons and Hooters, told Yahoo Finance in a recent interview.
Cole previously served as President and COO at Focus Brands. She stepped into the role at Athletic Greens this week, and plans to play a role in the emergence of Web 3 at the company, something she argues is in keeping with its history.
“Giving people more of a piece of the value they create is a new thing for some companies,” but is “not a new thing” for the 11-year company, Cole said.
