Mitch Gould, founder and CEO of Nutritional Products International, has built a retail career spanning more than three decades that connected him to nearly every major retailer in America. From Walmart and Costco to 7-Eleven, CVS, and Home Depot, Gould has worked alongside retail giants to launch and expand brands into the U.S. market.
Gould's career represents the critical importance of distribution expertise in the competitive retail landscape. His ability to navigate major retail partnerships has provided international manufacturers with essential access to American consumers. "I've sat across the table from virtually every major retail buyer in the country," said Gould. "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 work has intersected with legendary athletes and entertainers such as Hulk Hogan, Steven Seagal, Wayne Gretzky, and others, creating products that set new benchmarks for market 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 demonstrates how experienced distribution networks can dramatically accelerate product time-to-market.
Long before Amazon became the retail powerhouse 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."
Supporting NPI's retail distribution model is its sister company, InHealth Media, a marketing and communications agency founded by Gould. IHM specializes in high-impact visibility campaigns including national TV tagging, influencer programs, PR outreach, and digital strategies that drive awareness and consumer engagement. Together, NPI and IHM provide manufacturers with a turnkey solution for launching, marketing, and sustaining their brands in the U.S.
Now entering his fourth decade in the retail industry, Gould remains hands-on, 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."
