VC thesis · HOKA → target #8 of 8
Athletic Greens
Premium daily foundational supplement for high-performing individuals seeking comprehensive nutritional optimization.
Founded 2010 · Competes with Garden of Life, Organifi, Amazing Grass, Vital Proteins · Partnerships: The Huberman Lab Podcast, Tim Ferriss
Corporate details are Qloo entity data.
Insufficient coverage
n/aF / 100
55% of the weighted evidence measured
Why this verdict
Qloo measured 55% of the weighted evidence (minimum 60%). Qloo can't see this brand well enough, so there is no score.
Scores, flags and verdicts are computed in code. The agents can only argue with the ledger; they never set the score.
Six audience metrics
Bar = this target; tick = shortlist average.
m1 Two-way audience affinity
0.88
Harmonic mean of the buyer audience’s affinity for the target and the target audience’s affinity for the buyer’s brands.
m2 Taste-profile overlap not measured
n/a
Rank-weighted overlap of the two audiences’ top-50 cultural taste tags.
Qloo returned no taste profile for this target.
m3 Cross-domain agreement
0.86
How strongly the target’s audience embraces the buyer audience’s favourite artists, shows, films and podcasts.
m4 Demographic alignment
0.48
Similarity of the two audiences’ age and gender over-index profiles.
m5 Geographic footprint
0.48
Correlation of metro-level audience affinity, relative to the screened cohort.
m6 Momentum not measured
n/a
Trending rank change over the last 4 weeks vs the 8 before, relative to the cohort.
Qloo has no trending history for the 12 weeks to 2026-10-24.
How F is built
Points each metric adds (weights for VC thesis, renormalised over what Qloo could measure).
| Metric | Weight | Points |
|---|---|---|
| Two-way audience affinity | 0.25 | 40.0 |
| Taste-profile overlap | not measured | – |
| Cross-domain agreement | 0.10 | 15.6 |
| Demographic alignment | 0.10 | 8.8 |
| Geographic footprint | 0.10 | 8.8 |
| Momentum | not measured | – |
| F | n/a |
Qloo explainability: the buyer-side signals driving the forward affinity are Athletic Brewing Co (0.26), HOKA (0.25), On (0.25), Tracksmith (0.24).
Where the audiences meet, across culture
The buyer audience’s top titles in each domain, ranked by how strongly Athletic Greens’s audience embraces them.
Music0.88
Embraced: The Wood Brothers, Jamestown Revival, Trampled by Turtles · Least shared: Tom Petty, Alabama Shakes, Mudcrutch
TV0.90
Embraced: Old Enough!, Blown Away, Lego Masters · Least shared: American Ninja Warrior, The Challenge, Survivor
Film0.82
Embraced: Becoming Warren Buffett, The Redeemed and the Dominant: Fittest on Earth, The Barkley Marathons: The Race That Eats Its Young · Least shared: Dark Waters, The Peanut Butter Falcon, The Wall: Climb for Gold
Podcasts0.83
Embraced: The Model Health Show, Boundless Life, The Genius Life · Least shared: the morning shakeout podcast, On Coaching with Magness & Marcus, The Running for Real Podcast
Taste profile overlap
Qloo returned no taste profile for this target.
Audience shape
HOKA (buyer) Athletic Greens
Relative over-index (+) or under-index (−) of each aggregate audience, from Qloo. Not individual data.
Momentum
Qloo has no trending history for the 12 weeks to 2026-10-24.
Footprint overlap for distribution
White space: Athletic Greens strong, buyer weak Shared stronghold Other metros
White space
Nashville, Atlanta, Tampa, Dallas, Jacksonville, Houston, Miami, Honolulu
Shared strongholds
Minneapolis, Cleveland, New Orleans
Bull vs bear
No debate on this run.Provenance: 29 Qloo calls behind this target
Requests as sent (the API key travels in a header and is never logged). Responses are cached privately on the server.
| Purpose | Endpoint | Status | Result | Source |
|---|---|---|---|---|
| /v2/insights | ok | 23 of 23 candidates scored | cache | |
| /v2/insights | ok | 23 profile(s) | cache | |
| /v2/insights | ok | 50 taste tag(s) | cache | |
| /v2/insights | ok | 25 recommended artist(s) | cache | |
| /v2/insights | ok | demographics for 12 of 12 entities | cache | |
| /v2/insights | ok | 25 recommended podcast(s) | cache | |
| /v2/insights | ok | 25 recommended movie(s) | cache | |
| /v2/insights | ok | 25 recommended tv_show(s) | cache | |
| /v2/insights | ok | 8330 heatmap cell(s) in United States | cache | |
| /v2/trending | empty | 0 trend point(s) | live 215 ms | |
| /v2/trending | empty | 0 trend point(s) | live 215 ms | |
| /v2/trending | empty | 0 trend point(s) | live 214 ms | |
| /v2/trending | empty | 0 trend point(s) | live 214 ms | |
| /v2/trending | empty | 0 trend point(s) | live 337 ms | |
| /v2/trending | empty | 0 trend point(s) | live 360 ms | |
| /v2/trending | empty | 0 trend point(s) | live 362 ms | |
| /v2/trending | empty | 0 trend point(s) | live 374 ms | |
| /v2/trending | empty | 0 trend point(s) | live 450 ms | |
| /v2/trending | empty | 0 trend point(s) | live 626 ms | |
| /v2/trending | empty | 0 trend point(s) | live 1412 ms | |
| /v2/trending | empty | 0 trend point(s) | live 1675 ms | |
| /v2/insights | ok | 4 of 4 candidates scored | cache | |
| /v2/insights | empty | 0 taste tag(s) | cache | |
| /v2/insights | ok | 25 of 25 candidates scored | cache | |
| /v2/insights | ok | 25 of 25 candidates scored | cache | |
| /v2/insights | ok | 7371 heatmap cell(s) in United States | cache | |
| /v2/insights | ok | 25 of 25 candidates scored | cache | |
| /v2/analysis/compare | ok | 0 shared catalogue tag(s) | cache | |
| /v2/insights | ok | 25 of 25 candidates scored | cache |
Evidence rows (what bull, bear and the judge see)
[
{
"id": "t7-flags",
"label": "Red flags (code rules)",
"data": {
"flags": []
},
"shortlistAverages": {}
},
{
"id": "t7-m1",
"label": "m1 Two-way audience affinity",
"data": {
"a": 0.8982361285123511,
"b": 0.8632729688696241,
"ratio": 0.9610757588868836,
"value": 0.8804075670790221,
"reverse": [
{
"id": "D962C4A9-93FB-433E-B11C-E9BF7029BFE5",
"name": "Athletic Brewing Co",
"affinity": 0.8863613862346169
},
{
"id": "B7F13D5E-36A8-4AC4-A5A6-E949DED54050",
"name": "HOKA",
"affinity": 0.8764956113364486
},
{
"id": "CCE5E494-2690-42BA-9A52-3110AE273676",
"name": "On",
"affinity": 0.8537300655884246
},
{
"id": "F1545668-5556-4111-8A2E-AC787DD7503A",
"name": "Tracksmith",
"affinity": 0.8365048123190062
}
],
"coverage": 1
},
"shortlistAverages": {
"a": 0.9142067566664733,
"b": 0.8780226767666233,
"ratio": 0.9604328890241645,
"value": 0.8957493307746848
}
},
{
"id": "t7-m2",
"label": "m2 Taste-profile overlap",
"data": {
"note": "Qloo returned no taste profile for this target.",
"value": null,
"coverage": 0
},
"shortlistAverages": {}
},
{
"id": "t7-m3",
"label": "m3 Cross-domain agreement",
"data": {
"value": 0.8599965204734277,
"domains": [
{
"type": "urn:entity:artist",
"clash": [
{
"name": "Tom Petty",
"affinity": 0.8488482117370856
},
{
"name": "Alabama Shakes",
"affinity": 0.8506349560002034
},
{
"name": "Mudcrutch",
"affinity": 0.8553363153539078
}
],
"label": "Music",
"score": 0.8804270186759549,
"shared": [
{
"name": "The Wood Brothers",
"affinity": 0.909897422592137
},
{
"name": "Jamestown Revival",
"affinity": 0.9057625900529763
},
{
"name": "Trampled by Turtles",
"affinity": 0.9052412195962112
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:tv_show",
"clash": [
{
"name": "American Ninja Warrior",
"affinity": 0.8744550959957328
},
{
"name": "The Challenge",
"affinity": 0.8777711552557496
},
{
"name": "Survivor",
"affinity": 0.8871631230915604
}
],
"label": "TV",
"score": 0.9040233418570222,
"shared": [
{
"name": "Old Enough!",
"affinity": 0.940268059029767
},
{
"name": "Blown Away",
"affinity": 0.9355077591170992
},
{
"name": "Lego Masters",
"affinity": 0.9219444971235536
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:movie",
"clash": [
{
"name": "Dark Waters",
"affinity": 0.7674894551720982
},
{
"name": "The Peanut Butter Falcon",
"affinity": 0.7718580060136639
},
{
"name": "The Wall: Climb for Gold",
"affinity": 0.7759954860550797
}
],
"label": "Film",
"score": 0.8228065778751297,
"shared": [
{
"name": "Becoming Warren Buffett",
"affinity": 0.865796288476378
},
{
"name": "The Redeemed and the Dominant: Fittest on Earth",
"affinity": 0.8654144782719025
},
{
"name": "The Barkley Marathons: The Race That Eats Its Young",
"affinity": 0.8653275733170244
}
],
"expected": 25,
"returned": 25
},
{
"type": "urn:entity:podcast",
"clash": [
{
"name": "the morning shakeout podcast",
"affinity": 0.7496059118035445
},
{
"name": "On Coaching with Magness & Marcus",
"affinity": 0.7737914041495457
},
{
"name": "The Running for Real Podcast",
"affinity": 0.777592495931702
}
],
"label": "Podcasts",
"score": 0.8327291434856042,
"shared": [
{
"name": "The Model Health Show",
"affinity": 0.98319220532029
},
{
"name": "Boundless Life",
"affinity": 0.925497029173615
},
{
"name": "The Genius Life",
"affinity": 0.9221997570451985
}
],
"expected": 25,
"returned": 25
}
],
"coverage": 1
},
"shortlistAverages": {
"value": 0.8787015846441593,
"domains[0].score": 0.8646246964099812,
"domains[1].score": 0.9174851346497923,
"domains[2].score": 0.8762767200479108,
"domains[3].score": 0.8564197874689529
}
},
{
"id": "t7-m4",
"label": "m4 Demographic alignment",
"data": {
"buyer": {
"male": 0.33,
"female": -0.33,
"25_to_29": -0.34,
"30_to_34": -0.3025,
"35_to_44": 0.15500000000000003,
"45_to_54": 0.455,
"55_and_older": -0.78,
"24_and_younger": 0.05499999999999999
},
"value": 0.48290993696588097,
"cosine": -0.034180126068238094,
"target": {
"male": -0.3500000000000001,
"female": 0.3500000000000001,
"25_to_29": -0.14159999999999998,
"30_to_34": -0.1622,
"35_to_44": 0.05619999999999999,
"45_to_54": -0.17919999999999997,
"55_and_older": -0.23579999999999998,
"24_and_younger": -0.020199999999999996
},
"coverage": 1,
"biggestGap": {
"buyer": 0.33,
"bucket": "male",
"target": -0.3500000000000001
}
},
"shortlistAverages": {
"value": 0.6564897568012151,
"cosine": 0.31297951360243037
}
},
{
"id": "t7-m5",
"label": "m5 Geographic footprint",
"data": {
"value": 0.48410867016943,
"coverage": 1,
"metroCount": 55,
"whiteSpace": [
{
"lat": 36.1627,
"lon": -86.7816,
"buyer": 0.8297116121273177,
"metro": "Nashville",
"target": 0.7942942428498605,
"buyerRel": 0.03096654841851887,
"targetRel": -0.004450820858938331
},
{
"lat": 33.749,
"lon": -84.388,
"buyer": 0.846706920331274,
"metro": "Atlanta",
"target": 0.8146252823018939,
"buyerRel": 0.023238829136423278,
"targetRel": -0.008842808892956855
},
{
"lat": 27.9506,
"lon": -82.4572,
"buyer": 0.888733553468572,
"metro": "Tampa",
"target": 0.8561951792613746,
"buyerRel": 0.022321562659591065,
"targetRel": -0.010216811547606341
},
{
"lat": 32.7767,
"lon": -96.797,
"buyer": 0.8725458751846871,
"metro": "Dallas",
"target": 0.843115428828436,
"buyerRel": 0.018452499506307785,
"targetRel": -0.010977946849943243
},
{
"lat": 30.3322,
"lon": -81.6557,
"buyer": 0.8500371301561284,
"metro": "Jacksonville",
"target": 0.8156988970205504,
"buyerRel": 0.021321232330591355,
"targetRel": -0.013017000804986578
},
{
"lat": 29.7604,
"lon": -95.3698,
"buyer": 0.8757422357900101,
"metro": "Houston",
"target": 0.8328312002927848,
"buyerRel": 0.027186541932007535,
"targetRel": -0.015724493565217768
},
{
"lat": 25.7617,
"lon": -80.1918,
"buyer": 0.8162518123316667,
"metro": "Miami",
"target": 0.859622988971391,
"buyerRel": -0.05981641638735746,
"targetRel": -0.016445239747633122
},
{
"lat": 21.3069,
"lon": -157.8583,
"buyer": 0.9291044691055944,
"metro": "Honolulu",
"target": 0.8980235720843037,
"buyerRel": 0.005809280782782311,
"targetRel": -0.025271616238508376
}
],
"correlation": -0.03178265966114004,
"strongholds": [
{
"lat": 44.9778,
"lon": -93.265,
"buyer": 0.9263430202196176,
"metro": "Minneapolis",
"target": 0.8497747870085333,
"buyerRel": 0.06399564871366115,
"targetRel": -0.012572584497423156
},
{
"lat": 41.4993,
"lon": -81.6944,
"buyer": 0.9095332748721432,
"metro": "Cleveland",
"target": 0.838301847400781,
"buyerRel": 0.06042060565596985,
"targetRel": -0.01081082181539239
},
{
"lat": 29.9511,
"lon": -90.0715,
"buyer": 0.793145078759221,
"metro": "New Orleans",
"target": 0.7335664899156369,
"buyerRel": 0.04572248364468401,
"targetRel": -0.013856105198900126
}
],
"whiteSpaceCount": 9,
"relativeToCohort": true
},
"shortlistAverages": {
"value": 0.460515719992653,
"correlation": -0.07896856001469411
}
},
{
"id": "t7-m6",
"label": "m6 Momentum",
"data": {
"z": null,
"note": "Qloo has no trending history for the 12 weeks to 2026-10-24.",
"value": null,
"priorSd": null,
"coverage": 0,
"priorMean": null,
"normalised": false,
"recentMean": null
},
"shortlistAverages": {}
},
{
"id": "t7-profile",
"label": "Qloo entity profile: Athletic Greens",
"data": {
"name": "Athletic Greens",
"drivers": [
{
"name": "Athletic Brewing Co",
"score": 0.2566863026521104
},
{
"name": "HOKA",
"score": 0.253829218261096
},
{
"name": "On",
"score": 0.2472364177886587
},
{
"name": "Tracksmith",
"score": 0.24224806129813484
}
],
"ownership": "unknown",
"keyMarkets": [
"United States",
"Canada",
"United Kingdom",
"Australia"
],
"popularity": 0.8735061280534319,
"screenRank": 11,
"foundedYear": 2010,
"priceRangeUsd": [
79,
99
],
"ultimateParent": null,
"forwardAffinity": 0.8982361285123511,
"competitorBrands": [
"Garden of Life",
"Organifi",
"Amazing Grass",
"Vital Proteins",
"Ritual"
],
"sharedCategories": [],
"knownPartnerships": [
"The Huberman Lab Podcast",
"Tim Ferriss"
],
"marketPositioning": "Premium daily foundational supplement for high-performing individuals seeking comprehensive nutritional optimization."
},
"shortlistAverages": {}
},
{
"id": "t7-score",
"label": "Composite score",
"data": {
"F": null,
"points": {
"m1": 40.018525776319194,
"m2": 0,
"m3": 15.636300372244142,
"m4": 8.780180672106928,
"m5": 8.801975821262364,
"m6": 0
},
"coverage": 0.5499999999999999
},
"shortlistAverages": {
"coverage": 0.68125
}
}
]