Founders in Full
Founders in Full explores the future of family-focused solutions—from innovative tech startups to mission-driven services and products that help parents, caregivers, and families thrive.
Each episode features candid conversations with founders on what it really takes to start and scale: from customer research and product-market fit to brand positioning and marketing strategies that drive growth.
Whether you’re a family-focused founder, investor, or advocate, you’ll hear real stories and practical lessons on finding your ideal customer, crafting trust-building messaging, choosing the right channels, and prioritizing time and budget when every decision counts.
Hosted by Dan Ritzke—Fractional CMO and FamTech Marketing Consultant—Founders in Full shares the stories and insights of the people shaping the next generation of family-centered solutions.
Founders in Full
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/
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: https://danritzke.com/
👉 Connect with me on LinkedIn: https://linkedin.com/in/ritzke/
Apply to be on the podcast or nominate a founder:
👉 Founders in Full: https://danritzke.com/podcast/