Founder and CEO of IQBAR, Will Nitze.

Will Nitze founded IQBAR in his small Boston apartment and scaled it into a $20M+ per year business in just five years.

Will Nitze’s passion for improving cognitive health with food was sparked during his undergraduate studies in psychology at Harvard. His fascination with the human brain and how it functions led him to realize the negative impact of his high-carb diet on his own cognitive health in his mid-20s. Daily headaches and chronic cognitive failings led him to eliminate staples like bread and pasta from his diet, resulting in an astounding cognitive recovery.

In 2017, Will’s search for ready-to-eat products that aligned with his new regimen proved futile. He began experimenting in his apartment kitchen on a protein bar that was optimized for brain and body nutrition. After countless iterations, he launched a successful crowdfunding campaign and incorporated IQBAR. While the product line has evolved over the years, Will’s mission of empowering individuals to perform at their best through better nutrition has remained constant. IQBARs are now sold in over 7,000 locations across the United States and on all major e-commerce platforms.

Will’s passion for cognitive health and nutrition has not gone unnoticed. He has been recognized as a Forbes 30 Under 30 honoree in the food and drink category. He has also been featured in various media outlets, including The Wall Street Journal, CNBC, and Business Insider, for his innovative approach to nutrition and his commitment to improving cognitive health through diet.

Will shared about:

• How he was deeply fascinated by the human brain, finding it to be an infinitely complex and intriguing organ. He is especially interested in the fields of psychology and neuro-science, and has taken courses in both to deepen his understanding of how the brain functions.
• Two books that had a profound impact on Will Nitze’s life are “Mission in a Bottle” and “Grain Brain”. “Mission in a Bottle” is a graphic novel that chronicles the creation and growth of the Honest Tea brand, which inspired Will to pursue his own entrepreneurial dreams. “Grain Brain”, on the other hand, is a book that explores the connection between diet and brain health, which ultimately inspired him to create IQBAR.
• Being passionate about creating amazing brands, and draws inspiration from a variety of sources. For his nutrition business, he was inspired by his own experience of changing his diet and seeing the positive effects it had on his cognitive health. He also looked to successful brands in other industries, studying what made them successful and applying those lessons to his own business.