793 Will Nitze: Founder & CEO of IQBAR

On today’s episode, we welcome Will Nitze, Founder & CEO of IQBAR — the functional nutrition brand built to support focus, energy, and performance with clean, science-backed ingredients.
Will’s journey started with a personal challenge: persistent mental fatigue in a demanding 9-to-5 and frustration with carb-heavy, ineffective food options. That experience led him to launch IQBAR in 2018, creating plant-based protein bars, hydration mixes, and instant coffees formulated with meaningful doses of brain-boosting ingredients. Today, IQBAR is a fast-growing, nine-figure brand with national distribution, including Costco.
In this episode, Will shares how he turned a performance problem into a category-defining business, what it takes to stay relevant in a crowded functional food space, and why efficacy, simplicity, and focus have guided every product decision. We also talk about crowdfunding, scaling with a lean team, and what’s next for functional nutrition heading into 2026.

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To learn more about Will Nitze and IQBAR:
https://www.instagram.com/willnitze/
https://www.instagram.com/iqbar/
https://www.linkedin.com/in/will-nitze/
https://www.eatiqbar.com/

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Check out our website to view this episode’s show notes: https://karagoldin.com/podcast/793