Getting a product into national retailers like Costco or Kroger isn’t about having a great idea—it’s about proving you can execute at scale. I learned that firsthand. While building our startup and securing shelf space in major chains, I had to evolve quickly—from passionate founder to trusted operator. The experience shaped how I now approach every venture I touch, whether it’s building global fitness brands or forging new partnerships across industries.

You’re Not Just Selling a Product—You’re Selling a Promise

I’ll never forget my first pitch to Costco. I focused on features. Why the product was unique. Why we were different. But they weren’t just assessing the product—they were assessing us.

Can we meet deadlines? Can we fulfill at scale? Will we own our mistakes and fix them fast?

I quickly learned that buyers at this level are gatekeepers of trust. Yes, they care about quality. But they care more about consistency. What I started saying wasn’t “look how cool this is”—it became “here’s how we’ll deliver without letting you down.”

Margins Matter More Than Your Story

Startup founders love to talk about vision. Retail buyers talk in spreadsheets. If you can’t show your landed cost, return rates, marketing investment, and how you’ll drive velocity, you’re not ready.

The first time we ran our Costco numbers, the margins were eye-opening. We had to redesign packaging, optimize our supply chain, and accept tighter unit profits in exchange for massive brand exposure. It was worth it—but only because we adapted fast.

Getting In Is Hard—Staying In Is Harder

Landing shelf space at Kroger wasn’t the victory lap we hoped for—it was the starting line. Retailers rotate underperforming SKUs out fast. We had to drive sell-through from day one.

So we built a plan. In-store promos, influencer campaigns, live demos, tight data tracking—everything we could to prove we were as invested in success as the retailer was. Because if you’re not moving product, you’re moving out.

Flexibility Wins

Big box retail means compromise. Packaging. Placement. Sometimes even naming. It’s humbling, but it’s not about selling out—it’s about showing up where your customers are.

Boutique fitness studio logic doesn’t translate directly to a Costco aisle. We had to adapt. But doing so helped us create a better, more accessible version of what we originally imagined.

Relationships Are Everything

Some of the biggest doors opened not from a perfect pitch—but from persistence, trust, and years of relationship-building. A buyer who remembered our name. A warm intro from a trade show. A follow-up that turned into a contract six months later.

Retail is still human. Don’t underestimate how much people matter in a numbers-driven industry.

Start Small, Learn Fast

We didn’t go national overnight. We started with a regional rollout, learned what worked, and used that data to pitch national. Test markets gave us the credibility we needed when it counted.

If you’re a founder, hear this: start where you can win. Prove it. Scale it. That’s how you build momentum.