Founders in Full
Founders in Full is a podcast about what it really takes to build a business—from early ideas to the brand you see today.
Hosted by Dan Ritzke, marketing consultant and founder of Third Act Marketing, each episode features honest conversations with founders who’ve built successful companies on their own terms. Some run lean, scrappy teams. Others are scaling fast. But all of them have one thing in common: they invested in their brand and marketing to get there.
This isn’t about theory or hype. It’s about real founders making real decisions—defining their brand, reaching the right audience, and figuring out what actually works.
If you're building something of your own, you'll walk away with stories, strategies, and takeaways you can put to work.
Founders in Full
Episode 6: Will Nitze - IQBAR
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/
About Dan and Third Act Marketing:
I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.
If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.
👉 Learn more at: https://www.thirdactmarketing.com
👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke
Want to be on the podcast — or know a Founder with a story to tell and insights to share?
Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.
👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast