In this episode of the Tango Tango podcast, Lloyd Knight sits down with U.S. Navy veteran and entrepreneur Alex Witt, CEO of Battle Bars. From sleeping on metal grating in Iraq to building a multi-million-dollar logistics business—and walking away from it all—Alex shares the path that led him to start a mission-driven brand focused on integrity, nostalgia, and purpose.

Alex opens up about joining the Navy just before 9/11, the sense of guilt that pushed him to deploy, and the turning point that came after the tragic loss of a close friend. That heartbreak would eventually lead to a new purpose through Battle Bars, a company rooted in veteran values and a commitment to doing things differently.

From making sales calls and shipping orders himself to building partnerships with Barstool Sports and Lifetime Fitness, Alex offers powerful insights into what it takes to lead with passion, resilience, and authenticity on and off the battlefield.

Jump into the conversation:

(00:00) Intro

(01:43) Chicago and Cubs fandom

(05:08) Military journey begins

(07:24) Bootcamp and 9/11 experience

(09:09) Deployment to Spain

(12:27) Transition to mobile security

(13:17) Deployment to Iraq

(17:25) Post-military career beginnings

(23:12) A life-changing tragedy

(23:59) A new path: From business to fulfillment

(25:14) The birth of Battle Bars

(26:13) Challenges and triumphs in the protein bar market

(27:43) Innovative flavors and partnerships

(35:30) Expanding the business

(37:46) Supporting veterans and future plans

Additional Links & Resources:

• Learn more about Tango Tango: https://supplychainnow.com/program/tango-tango 
• Learn more about our hosts: https://supplychainnow.com/about 
• Connect with Lloyd Knight: https://www.linkedin.com/in/lloydknight
• Connect with Alex Witt:  https://www.linkedin.com/in/alex-witt-6a7a8b7a/ 
• Learn more about Battle Bars: https://battlebars.com/ 
• Learn more about 104010 Fitness: https://www.104010fitness.com/ 
• Learn more about Supply Chain Now: https://supplychainnow.com
• Work with us! Download Supply Chain Now’s Media Kit: https://bit.ly/3XH6OVk

Tango Tango is proudly sponsored by Supply Chain Now. For additional information, please visit our dedicated show page at: https://supplychainnow.com/battle-bars-alex-witt-1tt9