Founders in Full
Founders in Full is a podcast about what it really takes to build a business—especially in the world of FamTech.
Hosted by Dan Ritzke, a Fractional CMO with nearly 20 years of experience (danritzke.com) each episode features honest, behind‑the‑scenes conversations with founders building companies that help families thrive. You’ll hear how they’ve shaped their brands, reached their audiences, and figured out what actually drives growth.
While most episodes spotlight FamTech founders, you’ll also find a handful of earlier conversations (and the occasional new one) with founders outside the space—because great lessons can come from anywhere.
This isn’t theory or hype. It’s real founders making real decisions.
If you’re building something of your own—especially in FamTech—you’ll walk away with stories, strategies, and practical takeaways you can put to work right away.
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: 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