Brain Bars to Big Box: Will Nitze’s Wild Ride to $100M | Will Nitze
29.7.2025
0:00
49:16
#519 What if the secret to building a nine-figure brand isn’t more people — but more scrappy, strategic thinking? In this episode hosted by Kirsten Tyrrel, we sit down with Will Nitze, founder of IQBAR, to unpack the gritty, unconventional journey from his kitchen R&D experiments to building a nine-figure nutrition brand. Will shares how he hustled his way through a successful Kickstarter campaign using unconventional tactics, scaled without a massive team by leveraging agencies and automation, and grew from a niche brain-food bar into a multi-product platform sold in major retailers nationwide. Learn how adaptability, constant iteration, and letting go of ego played a critical role in his long-term success — and how you can apply those same principles to grow a business that truly scales!
What we discuss with Will:
+ From kitchen R&D to Kickstarter
+ Scrappy email hacks for launch
+ Building a brain-focused nutrition brand
+ Evolving from niche to mass market
+ Leveraging feedback to improve products
+ Scaling without hiring a huge team
+ Managing growth through third parties
+ Expanding into hydration and coffee
+ Platformizing products for longevity
+ Selling across retail, e-comm, and club stores
Thank you, Will!
Check out IQBAR at EatIQBAR.com.
Follow Will on LinkedIn.
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