In this episode of Founders in Full, I talk with Will Nitze, Founder and CEO of IQBAR, a company on a mission to fuel brain and body with clean-label functional nutrition products—from protein bars to hydration mixes and brain-boosting coffee.
Will shares his unconventional path from selling software to oil and gas companies to launching a brain-focused nutrition brand out of pure obsession, grit, and a little bit of gray-hat marketing. His story is a masterclass in strategic product development, positioning, and the discipline of staying focused on what really matters.
We dive into:
- How a personal interest in neuroscience led to a category-defining CPG brand
- What most founders get wrong about product differentiation and consumer messaging
- Why he chose Kickstarter—not to raise money, but to validate the market
- The hidden power of Amazon, DTC, and omnichannel flywheels
- Why your product is your best marketing—and why you shouldn’t chase dial-twisting until it’s right
- The value of thinking holistically about marketing, even if it’s not your thing
If you're a founder building a product, leading a team, or wrestling with how to scale efficiently and sustainably, this one’s full of insights that go beyond just food and beverage.
Learn more about IQBAR: https://www.eatiqbar.com
Connect with Will on LinkedIn: https://www.linkedin.com/in/will-nitze/
Connect with me (Dan Ritzke):
I’m a Fractional CMO who helps FamTech companies position their brand, sharpen their messaging, create marketing strategies that drive growth, and oversee execution to make sure those plans turn into results.
👉 Visit my website: www.danritzke.com
👉 Connect with me on LinkedIn: www.linkedin.com/in/ritzke
Apply to be on the podcast or nominate a founder:
👉 Visit my website: www.danritzke.com/podcast
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