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In this insightful episode of Mile 40 Podcast, Bishoy sits down with Will Nitze, the innovative mind behind IQBAR, a pioneering plant protein bar with added brain benefits. The conversation delves into Will's fascinating journey from his time at Harvard to launching a successful Kickstarter campaign that raised $90,000 in just two months.
Will opens up about his background, including his upbringing in New Jersey, his experiences in competitive sports like soccer and cross country, and his unexpected love for chess—leading to a state championship win in middle school. Despite his initial plan to cruise through college life with parties and leisure, it was during his time at Harvard that he discovered his passion for psychology and cognitive neuroscience, which later sparked the idea for IQBAR.
Will Nitze is the Founder & CEO of IQBAR, a leading brain and body nutrition startup based in Boston, Massachusetts. After studying psychology and neuroscience as a Harvard undergraduate, Will became fascinated with the human brain and how it functions. Then, in his mid-20’s, he experienced chronic failings with his own brain that he traced back to his high-carb diet. By eliminating staples like bread, pasta, and sugar from his regimen, he staged a full cognitive recovery.
In 2018, after failing to identify ready-to-eat products that matched his new regimen, Will began tinkering in his apartment kitchen on a protein bar optimized for brain and body nutrition. Countless iterations later, he launched a successful crowdfunding campaign and IQBAR was born! Between 2021-2023, Will and team expanded beyond protein bars and added IQMIX zero-sugar hydration sticks and IQJOE instant mushroom coffees to the IQBAR product portfolio.
Today, IQBAR products are sold in more than 10,000 locations across the US and on all major e-commerce platforms. While the company has grown and evolved over time, Will’s mission of empowering “doers” through superior functional nutrition has never wavered.
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