Mitch Gould, Founder and CEO of Nutritional Products International (NPI), is featured in a newly published Q&A interview on Citybiz, where he discusses the career lessons, mentors, and industry insights that shaped his approach to helping brands successfully enter and scale within the United States retail marketplace.

Citybiz is a digital publisher and news aggregator focused on business, commerce, and economic activity across 20 major U.S. markets, serving C-level executives, entrepreneurs, and senior managers through regional news coverage, CEO interviews, and industry-focused content.

In the interview, Gould reflects on more than four decades working in consumer product distribution and brand development across multiple categories including sports nutrition, dietary supplements, skincare, functional beverages, lawn and garden, and hardware.

A third-generation retail professional, Gould grew up learning the industry from his father and grandfather and often summarizes that experience with a simple phrase: “Retail is in my DNA.”

Throughout his career, Gould has helped brands secure placement with many of the largest retailers in the United States, including Walmart, Amazon, Costco, Target, CVS, Walgreens, GNC, 7-Eleven, and The Vitamin Shoppe.

His work has also included collaborations with high-profile athletes and entertainers on consumer product launches, including projects involving Steven Seagal, Hulk Hogan, Ronnie Coleman, Chuck Liddell, Wayne Gretzky, and Roberto Clemente Jr.

These experiences helped shape Gould’s long-standing philosophy that promotion and visibility are essential drivers of retail success.

“Promotion equals velocity, and brand awareness is king,” Gould said in the Citybiz interview. “You can have a great product, but if consumers don’t know about it, it won’t move off the shelf.”

During the interview, Gould also reflects on the mentors who influenced his career, including industry veteran Bob Wells, who helped introduce him to major retail buyers early in his professional journey.

Through those experiences, Gould began developing relationships across the retail ecosystem while learning the importance of planning, discipline, and reputation in the consumer products industry.

“One of the most important lessons I learned early on is that any goal without a plan is just a wish,” Gould explained. “Retail requires planning, execution, and discipline.”

The interview also highlights Gould’s Evolution of Distribution®, a proprietary market-entry platform developed through Nutritional Products International to help domestic and international brands navigate the complexities of launching products in the U.S. market.

Through this integrated system, NPI provides a comprehensive set of services that include regulatory compliance, importing, logistics coordination, retail introductions, distribution, and marketing support.

“The Evolution of Distribution® was designed to simplify the process of entering the U.S. marketplace,” Gould said. “Instead of brands trying to manage multiple vendors across logistics, compliance, sales, and marketing, we built a unified system that brings every step under one coordinated program.”

The platform allows international manufacturers and emerging brands to move products from overseas production facilities through U.S. logistics networks and into retail and e-commerce channels.

During the conversation, Gould also offers guidance for entrepreneurs and international companies seeking to expand into the American retail landscape.

According to Gould, success in the United States requires strong preparation, adequate capital, and experienced partners who understand the complexities of the retail ecosystem.

“In many international markets distribution is a simple buy-sell model,” Gould said. “The U.S. requires far more infrastructure, including logistics coordination, regulatory compliance, and promotional strategy to create retail velocity.”

Nutritional Products International (NPI) is a U.S.-based retail consulting and distribution firm founded by retail distribution expert Mitch Gould. With more than three decades of experience, Gould has helped domestic and international brands successfully enter and expand within the U.S. market, representing high-profile brands and celebrities including Steven Seagal, Hulk Hogan, Ronnie Coleman, and Wayne Gretzky.

NPI works closely with manufacturers and major retailers to guide products from concept to shelf, providing strategic support across retail introductions, regulatory readiness, operations planning, and market visibility through its proprietary Evolution of Distribution® platform. The company is known for helping brands navigate the complexities of U.S. retail efficiently while building long-term, scalable growth.

Mitch Gould is a third-generation retail distribution and manufacturing expert with more than 25 years of experience launching and scaling consumer products across categories including dietary supplements, sports nutrition, skincare, hardware, and beverages. He has represented iconic consumer brands such as Igloo, Rubbermaid, Sunbeam, and Miracle-Gro, as well as high-profile celebrity brands including Steven Seagal, Hulk Hogan, Chuck Liddell, 8× Mr. Olympia Ronnie Coleman, and martial arts icon and actor Bob Wall.

Throughout his career, Gould has secured placements with major U.S. retailers including Costco, Walmart, GNC, Amazon, CVS, Walgreens, and Home Depot, and has built national sales teams while forming strategic partnerships with athletes and public figures. Gould is known for his hands-on, execution-driven approach to large-scale retail and for helping brands understand what it truly takes to succeed at the national level.

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