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

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:

• Millennial women's wellness overwhelm 

• BelliWelli's product evolution and innovation pipeline

• Building a retail-first strategy versus direct-to-consumer

Subscribe to the podcast → insider.fitt.co/podcast
Subscribe to our newsletter → insider.fitt.co/subscribe
Follow us on LinkedIn → linkedin.com/company/fittinsider

Website: belliwelli.com
IG: https://www.instagram.com/belliwellihealth
TikTok: https://www.tiktok.com/@belliwellihealth

-

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: https://talent.fitt.co/
Consulting: https://consulting.fitt.co/
Investments: https://capital.fitt.co/

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