In this powerful debut episode of Becoming Radical, host Michael Gaizutis sits down with Will Nitze, founder and CEO of IQ Bar, to unravel the bold, unexpected journey from software sales to industry disruptors.

Will was stuck in a job he didn’t love, but a personal health struggle changed everything. His search for better nutrition led to a radical idea: what if a simple snack could fuel both the brain and body? With zero experience, no funding, and everything on the line, he took a leap of faith—launching IQ Bar through a make-or-break Kickstarter campaign.

But success didn’t come easy. Rejections. Financial risks. Brutal lessons. Yet, against the odds, IQ Bar went from an unknown startup to the shelves of Target, Costco, and Walmart.

So how did he do it? What unexpected twists nearly derailed him? And what can you learn from his journey to apply to your own?

Tune in now to hear the unfiltered truth about starting from nothing, the science behind smart nutrition, and the radical mindset needed to turn bold ideas into reality.

This is more than a success story—it’s a roadmap for anyone ready to break the mold.

Special Offer for Becoming Radical Listeners!

Use code RADICAL25 at IQBar.com for 25% off your order!

 Key Takeaways  

• The importance of iterating fast—how launching online before moving to retail saved IQ Bar from early failure.

• Why differentiation is about the right combination of factors, not just one unique feature.

• The critical role of price—how a 30-cent difference can increase product sales by 50%.

• Balancing radical innovation with mass-market appeal—making science accessible without overwhelming consumers.

• The power of branding—why “For Smart Mouths” became a defining moment for IQ Bar.

• The lessons of leadership—why having the right team is everything and when to make tough hiring/firing decisions.

• How functional food is evolving and where the next wave of innovation is happening.

In This Episode  

• [00:02] - Welcome to Becoming Radical

• [02:39] - Inception of IQ Bar

• [08:20] - From Kickstarter to retail

• [18:50] - Customer feedback's role

• [20:53] - The role of science in product development

• [25:18] - Hands-on product development

• [30:19] - Company inception

• [35:35] - Product development philosophy

• [40:04] - Future plans and partnerships

• [46:23] - The importance of humility

• [48:19] - Special offer announcement

• [49:03] - Closing remarks

  
  

Our Guest

Will Nitze is the Founder and CEO of IQBAR, a health-focused company based in Boston that specializes in brain and body nutrition. After experiencing health issues linked to a high-carbohydrate diet, Will embarked on a journey to create products that supported cognitive and physical performance. Drawing from his psychology studies at Harvard, he developed protein bars optimized for brain function and wellness. Under his leadership, IQBAR expanded to include keto, vegan, and paleo-friendly products.

Notable Quotes  

• [02:31] “I didn’t love my job, I wanted to be my own boss, and I was obsessed with nutrition. So, I thought—why not create something entirely new?” — Will Nitze

• [02:39] “Kickstarter was a way to do it, given I had absolutely no money. No pain, no gain.” — Will Nitze

• [03:36] “There were already zillion protein bars out there. But no one was making food for the brain.” — Will Nitze

• [37:46] “You live and die by your product. If it’s not great, nothing else matters.” — Will Nitze

• [46:25] “Every year, I feel like a novice—because I’m always doing something I’ve never done before. That’s how you grow.” — Will Nitze

  
  

Resources and Links

Michael Gaizutis

• LinkedIn

• Website

IQ Bar Social Media

• Website

• Instagram

• X 

• Facebook

• Find IQ Bar in stores → Costco, Target, Walmart, Sprouts, Wegmans, Publix, H-E-B

Will Nitze

• LinkedIn