Why Wait explores the idea that meaningful change doesn't have to begin on New Year's Day.

Ahead of the festive season, AG1 partnered with ambassador, author, and podcast host Ryan Libbey to challenge the tradition of waiting until January to prioritise your health. Drawing on his own experience preparing for upcoming endurance races, Ryan shared how consistent daily habits had become the foundation of his routine.

Centred around one simple question - “why wait?” - the campaign encouraged people to rethink New Year's resolutions and start investing in their wellbeing today, rather than tomorrow.