Today, I'm joined by Katie Wilson, co-founder and CEO of BelliWelli. Tackling digestive issues, BelliWelli combines fiber, probiotics, and electrolytes in cult-favorite powders and snacks — moving gut care from medicine cabinets to kitchen cupboards. In this episode, we discuss making fiber fun and accessible for modern consumers. We also cover: <ul> <li dir="ltr" aria-level="1"> Millennial women’s wellness overwhelm  </li> <li dir="ltr" aria-level="1"> BelliWelli’s product evolution and innovation pipeline </li> <li dir="ltr" aria-level="1"> Building a retail-first strategy versus direct-to-consumer </li> </ul> Subscribe to the podcast → <a href= "http://insider.fitt.co/podcast">insider.fitt.co/podcast</a>Subscribe to our newsletter → <a href= "http://insider.fitt.co/subscribe">insider.fitt.co/subscribe</a>Follow us on LinkedIn → <a href= "http://linkedin.com/company/fittinsider">linkedin.com/company/fittinsider</a> Website: <a href= "http://belliwelli.com">belliwelli.com</a>IG: <a href= "https://www.instagram.com/belliwellihealth">https://www.instagram.com/belliwellihealth </a>TikTok: <a href= "https://www.tiktok.com/@belliwellihealth">https://www.tiktok.com/@belliwellihealth </a>- The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities. Fitt Talent: <a href= "https://talent.fitt.co/">https://talent.fitt.co/</a> Consulting: <a href= "https://consulting.fitt.co/">https://consulting.fitt.co/</a> Investments: <a href= "https://capital.fitt.co/">https://capital.fitt.co/</a> Chapters: (00:00) Introduction (02:00) BelliWelli's origin story (03:00) Being early to the gut health and fiber trends (05:00) Making fiber fun and accessible (07:00) Challenges in gut health marketing (09:00) Millennial women's wellness fatigue and overwhelm (11:00) Balancing customer feedback and staying focused as a brand (13:00) Retail-first strategy and getting into Walmart (16:00) Operational excellence and scaling to meet retail demand (21:00) Product evolution from bars to powder and future innovation pipeline (24:00) Fiber-first philosophy and the science behind gut health benefits (29:00) Current priorities: innovation, D2C growth, and bridging social to retail (32:00) Long-term vision and building toward acquisition (35:00) Conclusion

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301. Katie Wilson, Co-founder and CEO of BelliWelli

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