Ep 337 | Katie Wilson

Written By Yasmin Nouri

Stop Overthinking, Start Doing: How This Founder Left Her 9–5 & Launched a Viral Wellness Brand

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Katie Wilson is the co-founder of BelliWelli, a wellness brand transforming the digestive health space with delicious bars and easy-to-take fiber supplements.​

Katie didn’t set out to start a wellness brand—especially not from her kitchen. But after years of struggling with gut issues and finding zero snack options that were both effective and actually enjoyable to eat, she decided to take matters into her own hands. At the time, Katie had built a successful career as the Chief Dating Expert at Match, helping people find love for a living. But in 2020, she and her husband Nick started experimenting with fiber-packed recipes in their own home, driven by Katie’s personal journey and frustration with the lack of gut-friendly foods on the market. What started as a scrappy kitchen project turned into BelliWell. Today, their products are available in over 6,300 stores nationwide, including major retailers like Target and Walmart.

In this week’s episode, Katie opens up about her very unexpected journey from professional matchmaker to becoming the founder of a gut-friendly snack company. Katie talks about the shamelessness, self-belief, and resilience that is needed to succeed, and how her corporate experience equipped her with the skills she needed to take eventually take the leap. Katie opens up about the early scrappy days—from acquiring Facebook groups to grow a community, to launching her first product and fundraising during a pandemic—all while managing life as a new mom.  She also dives into the power of co-founders with complementary skills, the lessons learned from manufacturing challenges, why constant product improvement and staying close to the customer are key to building a lasting brand, and so much more. 

Show Notes:

  • Katie's early passion for matchmaking started at age 10. [03:07]

  • Shamelessness is a key trait for entrepreneurs. [07:13]

  • Developing confidence during the early stage of her career. [08:41]

  • Moving to Dallas and working in Match. [14:31]

  • Corporate experience can provide valuable skills for startups. [17:05]

  • Katie's gut health issues sparked her entrepreneurial journey. [17:42]

  • Building a community is crucial for business success. [20:34]

  • Acquiring Facebook groups to grow her community. [22:43]

  • Having co-founders with complementary skills is essential. [25:58]

  • The inspiration behind BelliWelli’s first product. [27:32]

  • The early days of entrepreneurship. [30:42]

  • Believing in the possibility of success. [31:44]

  • Managing motherhood and business. [34:09]

  • Katie’s first steps in fundraising. [35:36]

  • Product launch and manufacturing challenges. [39:24]

  • Continuous improvement should be a core business goal. [46:18]

  • Engaging with customers directly can provide invaluable insights. [48:19]

This episode is brought to you by Beeya:

  • If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.

  • Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10

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Ep 336 | Kayla Barnes