Simpatico

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's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.

How F is built

Points each metric adds (weights for VC thesis, renormalised over what Qloo could measure).

MetricWeightPoints
Two-way audience affinity0.2540.0
Taste-profile overlapnot measured–
Cross-domain agreement0.1015.6
Demographic alignment0.108.8
Geographic footprint0.108.8
Momentumnot measured–
Fn/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
-0.78-0.390.00+0.39+0.78≤2425–2930–3435–4445–5455+MenWomen

Relative over-index (+) or under-index (−) of each aggregate audience, from Qloo. Not individual data.

Momentum

Qloo's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.

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.

PurposeEndpointStatusResultSource
/v2/insightsok23 of 23 candidates scoredcache
/v2/insightsok23 profile(s)cache
/v2/insightsok25 recommended podcast(s)cache
/v2/insightsok25 recommended movie(s)cache
/v2/insightsok25 recommended artist(s)cache
/v2/insightsok50 taste tag(s)cache
/v2/insightsok25 recommended tv_show(s)cache
/v2/insightsok8330 heatmap cell(s) in United Statescache
/v2/insightsokdemographics for 12 of 12 entitieslive 145 ms
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingok26 trend point(s)cache
/v2/trendingempty0 trend point(s)cache
/v2/trendingok26 trend point(s)live 155 ms
/v2/trendingok26 trend point(s)live 186 ms
/v2/trendingok26 trend point(s)live 196 ms
/v2/trendingok26 trend point(s)live 196 ms
/v2/insightsok4 of 4 candidates scoredlive 1144 ms
/v2/insightsok25 of 25 candidates scoredlive 1411 ms
/v2/insightsempty0 taste tag(s)live 1704 ms
/v2/insightsok25 of 25 candidates scoredlive 1930 ms
/v2/insightsok25 of 25 candidates scoredlive 2165 ms
/v2/insightsok25 of 25 candidates scoredlive 2437 ms
/v2/analysis/compareok0 shared catalogue tag(s)live 3171 ms
/v2/insightsok7371 heatmap cell(s) in United Stateslive 7594 ms
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's trending series did not move for this brand or the cohort in the 12 weeks to 2026-10-23, so momentum is not measurable for this window.",
   "value": null,
   "priorSd": null,
   "coverage": 0,
   "priorMean": null,
   "normalised": true,
   "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
  }
 }
]