Retail Veteran Mitch Gould Reflects on Four Decades of Industry Impact and Brand Expansion

Mitch Gould, founder and CEO of Nutritional Products International (NPI), has built a retail career spanning more than three decades, establishing connections with nearly every major retailer in America. His work with corporations including Walmart, Costco, 7-Eleven, CVS, and Home Depot has focused on launching and expanding brands into the U.S. market. Gould stated, "I’ve sat across the table from virtually every major retail buyer in the country. It’s been an incredible journey to help companies navigate distribution at the highest levels of American retail."

Throughout his career, Gould has represented or partnered with retailers including Walgreens, Albertsons, Vitamin Shoppe, Menards, Safeway, Meijer, Lowes, and Circle K. His collaborations have extended beyond retail executives to include legendary athletes and entertainers such as Hulk Hogan, Steven Seagal, Wayne Gretzky, Chuck Liddell, Ronnie Coleman, Joe Theismann, Steve Garvey, and Roberto Clemente Jr. Gould noted, "I’ve had the privilege of working with icons from both the sports and entertainment worlds. Together, we brought exciting products to market and connected with consumers in ways that set new benchmarks for speed and impact."

One notable achievement includes Gould's partnership with actor Steven Seagal to create the Lightning Bolt Energy Drink, which reached shelves at Walmart and 7-11 nationwide in under a year—an unprecedented timeline in the beverage industry. This rapid market penetration demonstrates the efficiency of established retail relationships in accelerating product launches.

Long before Amazon became the retail giant it is today, Gould played a pivotal role in expanding its health, wellness, and sports nutrition categories. "At that time, Amazon wasn’t the giant it is now—it was still known mostly for books and electronics," Gould recalled. "I helped place more than 150 health and nutrition brands on their platform, including category leaders like BSN, MuscleTech, Optimum Nutrition, and CytoSport. Being part of Amazon’s early expansion into wellness was both challenging and rewarding." This early involvement highlights how strategic partnerships during a platform's growth phase can yield long-term benefits for both brands and retailers.

Supporting NPI’s retail distribution model is its sister company, InHealth Media (IHM), a marketing and communications agency founded by Gould. "IHM specializes in high-impact visibility campaigns—national TV tagging, influencer programs, PR outreach, and digital strategies that drive awareness and consumer engagement," Gould explained. Together, NPI and IHM provide manufacturers with a turnkey solution for launching, marketing, and sustaining their brands in the U.S., addressing the comprehensive needs of market entry beyond mere distribution.

Now entering his fourth decade in the retail industry, Gould remains actively engaged, connecting with manufacturers and brand developers worldwide. "My mornings begin with calls in Europe, and my evenings often end with Asia," said Gould. "The global retail world never sleeps—and neither do I when it comes to helping companies succeed in the American market." This global perspective underscores the interconnected nature of modern retail and the importance of understanding diverse market dynamics for successful brand expansion.