In this episode of Founders in Full, I talk with Dale Jarosz, co-founder of Bschool Travel, a company that designs immersive international learning experiences for MBA and university students.

Dale’s journey started in mechanical engineering, took him to Caterpillar designing hydraulic valves, and eventually led him to business school at Michigan—where travel, entrepreneurship, and frustration with the status quo planted the seeds for a new kind of company.

What began as a scrappy startup run out of a student apartment—with a Wix website and a $5 logo from Fiverr—has grown into a trusted partner for top business schools around the world. Along the way, Dale and his co-founder weathered a global pandemic, redefined what a student travel program could be, and built a company that now serves over 40 universities.

We talk about:

✅ Why business school was the perfect time to start a company
✅ How a few bad travel experiences sparked a bigger idea
✅ The real story behind “faking it until you make it”
✅ What universities, students, and global partners really care about
✅ How brand, trust, and scrappiness helped them scale post-COVID

If you’ve ever thought about starting a service business—or if you’re in the education or travel space—this episode is full of lessons about testing demand, building credibility, and growing the right way.

About Bschool Travel:

Bschool Travel partners with top MBA programs and universities to design high-quality, academically driven international experiences. They coordinate logistics, manage risk, and help students connect with global business leaders for unforgettable learning opportunities.

👉 Learn more at: https://www.bschooltravel.com

👉 Connect with Dale on LinkedIn: https://www.linkedin.com/in/dale-jarosz/

About Dan and Third Act Marketing:

I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.

If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.

👉 Learn more at: https://www.thirdactmarketing.com

👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke

Want to be on the podcast — or know a Founder with a story to tell and insights to share?

Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.

👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast

In this episode of Founders in Full, I talk with Chris Borek, co-founder of Spira Farms, a Chicago-area vertical farm growing nutrient-dense microgreens for restaurants, grocery stores, and health-conscious consumers.

Chris’s journey started in a condo during grad school, growing greens for his family while researching sustainability and nutrition. After his mother’s cancer diagnosis, what began as a personal health project quickly turned into a purpose-driven business rooted in freshness, local food systems, and the power of microgreens like broccoli, arugula, and mustard.

Today, Spira Farms has scaled from basement racks to a climate-controlled warehouse, supplying chefs, distributors, and stores with living trays of microgreens and experimenting with in-house tech solutions to run a modern farm efficiently.

We talk about:

✅ Why microgreens are nutritional powerhouses
✅ The hard lessons learned from direct-to-consumer delivery, and why Spira pivoted
✅ What it takes to build custom farm management software (as a non-technical founder)
✅ The difference between selling to chefs vs. grocery stores—and how to adapt your pitch
✅ How his family background shaped his scrappy, figure-it-out approach to entrepreneurship

If you're building a purpose-driven product—or just trying to get smarter about sustainability, local food, or farm-to-table business models—this episode is for you.

About Spira Farms:
Spira Farms is a vertical farming company based in the Chicago area that grows fresh, local microgreens year-round. With a focus on nutrition, sustainability, and freshness, they supply high-quality microgreens to restaurants, retailers, distributors, and local customers.

👉 Learn more at: https://www.spirafarms.com

About Dan and Third Act Marketing:

I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.

If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.

👉 Learn more at: https://www.thirdactmarketing.com

👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke

Want to be on the podcast — or know a Founder with a story to tell and insights to share?

Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.

👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast

In this episode of Founders in Full, I talk with Lauren Cain, founder of Elm Dirt, a company reinventing the way we care for lawns, gardens, and soil health—using the power of microbes, composting worms, and a lot of trial and error.

Lauren’s path started in chemical engineering, took her through a high-pressure career at ExxonMobil, and eventually led to launching an e-commerce business with her husband. After years of freelancing and experimenting with product ideas, it was a dirt-loving toddler—and the desire for a safer, chemical-free backyard—that sparked the idea for Elm Dirt.

What started as a small Etsy shop during the early days of the pandemic has now grown into a rapidly scaling business with patented fertilizer formulas, a national customer base, and B2B partnerships with landscapers, retailers, and farmers.

We dive into:

✔️ How a backyard problem turned into a product with wide market appeal
✔️ What it takes to develop and scale a microbe-based fertilizer (hint: a lot of exploding bottles)
✔️ The transition from DTC to retail—and what they had to unlearn along the way
✔️ What happened when they outsourced fulfillment—and how it nearly broke the business
✔️ The marketing message evolution that helped them stand out in a crowded space

If you’re building a product-led brand, navigating early-stage growth, or trying to make organic products that actually work, this episode is for you.

About Elm Dirt:

Elm Dirt is a family-owned company creating natural, microbe-rich fertilizers and soil products made from worm castings. With a mission to make backyards safer and gardens more vibrant, Elm Dirt is helping customers rethink what healthy soil looks like—one plant at a time.

👉 Learn more about Elm Dirt: https://www.elmdirt.com

👉 Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkcain/

About Dan and Third Act Marketing:

I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.

If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.

👉 Learn more at: https://www.thirdactmarketing.com

👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke

Want to be on the podcast — or know a Founder with a story to tell and insights to share?

Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.

👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast

In this episode of Founders in Full, I talk with Joe Weber, founder of Four Star Mushrooms, a Chicago-based mushroom company on a mission to transform our food system through regenerative agriculture, chef-driven partnerships, and urban farming innovation.

Joe’s journey began with a deep interest in ecology and sustainable agriculture. But after a lightbulb moment listening to a Paul Stamets podcast, he realized mushrooms could be the keystone species that brought his vision to life. With no prior experience growing mushrooms, he launched Four Star in 2019—and has been building ever since.

We dive into:

✔️ How a mission-driven vision became a high-growth urban farm in Chicago
✔️ What it really takes to build B2B relationships with top chefs and restaurants
✔️ How the brand grew organically through word-of-mouth and chef credibility
✔️ Why retail is the next big frontier—and the role that consumer education plays
✔️ The power of staying adaptable, making fast decisions, and solving problems that customers never see

If you're building a values-driven business—or thinking about how to scale something rooted in both purpose and product quality—this episode is for you.

About Four Star Mushrooms:

Four Star Mushrooms is a modern mushroom farm growing premium, specialty mushrooms in the heart of Chicago. With a commitment to regenerative practices, local food systems, and strong chef relationships, Four Star is changing the way people think about mushrooms—one dish at a time.

👉 Learn more about Four Star Mushrooms: https://www.fourstarmushrooms.com

👉 Connect with Joe on LinkedIn: https://www.linkedin.com/in/weberjoe1/

About Dan and Third Act Marketing:

I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.

If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.

👉 Learn more at: https://www.thirdactmarketing.com

👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke

Want to be on the podcast — or know a Founder with a story to tell and insights to share?

Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.

👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast

In this episode of Founders in Full, I talk with Sarah Spliethoff, founder of Sunniemade, a personal care brand on a mission to make sustainability feel effortless with plant-powered, plastic-free products that people genuinely love using.

After more than a decade in the agency world—working in experiential marketing, creative strategy, and brand development—Sarah set out to build a brand of her own. What started as a side hustle making bar soap in her kitchen has grown into a thriving business with a loyal customer base, a clear mission, and a uniquely thoughtful approach to product development.

We dive into:

• How agency life prepared her for building a brand from scratch
• What she learned from selling in-person and watching customers interact with her products
• Why shampoo bars became a breakout product—but not the whole story
• How she approaches growth without paid ads or outside funding
• The role AI now plays in helping her stay efficient as a solo founder

If you’re building a product business—or thinking about how to blend storytelling, strategy, and sustainability—this episode is for you.

About Sunniemade:

Sunniemade is a personal care brand that creates clean, plastic-free products designed to make sustainability simple and delightful. From shampoo bars to lip balms, everything they make is rooted in plant-based ingredients, thoughtful design, and a clear belief: doing better for the planet shouldn’t feel like a compromise.

Learn more about Sunniemade: https://www.sunniemade.com

Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarah-spliethoff-2b777716/

About Dan and Third Act Marketing:

I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.

If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.

👉 Learn more at: https://www.thirdactmarketing.com

👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke

Want to be on the podcast — or know a Founder with a story to tell and insights to share?

Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.

👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast

In this episode of Founders in Full, I talk with Will Nitze, Founder and CEO of IQBAR, a company on a mission to fuel brain and body with clean-label functional nutrition products—from protein bars to hydration mixes and brain-boosting coffee.

Will shares his unconventional path from selling software to oil and gas companies to launching a brain-focused nutrition brand out of pure obsession, grit, and a little bit of gray-hat marketing. His story is a masterclass in strategic product development, positioning, and the discipline of staying focused on what really matters.

We dive into:

• How a personal interest in neuroscience led to a category-defining CPG brand
• What most founders get wrong about product differentiation and consumer messaging
• Why he chose Kickstarter—not to raise money, but to validate the market
• The hidden power of Amazon, DTC, and omnichannel flywheels
• Why your product is your best marketing—and why you shouldn’t chase dial-twisting until it’s right
• The value of thinking holistically about marketing, even if it’s not your thing

If you're a founder building a product, leading a team, or wrestling with how to scale efficiently and sustainably, this one’s full of insights that go beyond just food and beverage.

Learn more about IQBAR: https://www.eatiqbar.com

Connect with Will on LinkedIn: https://www.linkedin.com/in/will-nitze/

About Dan and Third Act Marketing:

I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.

If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.

👉 Learn more at: https://www.thirdactmarketing.com

👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke

Want to be on the podcast — or know a Founder with a story to tell and insights to share?

Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.

👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast

In this episode of Founders in Full, I talk with Keith Wakeman, co-founder and CEO of SuperBetter, a platform that helps people build resilience, improve mental health, and achieve personal growth by applying the psychology of gameplay to real life.

Keith shares his journey from leading innovation at CPG giants like Nabisco and Kellogg’s to building a purpose-driven company rooted in science, mindset, and meaningful impact. His transition from launching cookies to launching behavior change tools is as inspiring as it is intentional.

We dive into:

• The shift from corporate brand building to mission-driven entrepreneurship
• Why most self-help and behavior change tools fail—and how SuperBetter breaks that cycle
• How branding and storytelling helped reframe mental health through a more empowering lens
• Lessons from years of experimenting with business models, partnerships, and product-market fit
• What it means to build an innovation platform instead of a one-size-fits-all product

If you're a founder navigating complex audiences, or thinking about how to scale a brand with heart, this episode is packed with perspective.

Learn more about SuperBetter: https://www.superbetter.com

Connect with Keith on LinkedIn: https://www.linkedin.com/in/keithwakeman/

About Dan and Third Act Marketing:

I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.

If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.

👉 Learn more at: https://www.thirdactmarketing.com

👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke

Want to be on the podcast — or know a Founder with a story to tell and insights to share?

Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.

👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast

In this episode of Founders in Full, I talk with Kristian Altuve, co-founder of Dance Motion Marketing, a growing agency that helps dance studios across the country fill their classes and grow their businesses through done-for-you marketing.

Kristian shares how he went from corporate consulting to freelancing in video production—and how hitting rock bottom eventually led to building a company that now serves over 120 studios every month.

We dive into:

• The messy early years of freelancing, burnout, and trying to figure out how to make it work
• How one retainer client became the lightbulb moment that changed everything
• Why niching down (even when it feels risky) can be the key to real traction
• How curiosity, not credentials, helped him evolve from videographer to full-service strategist
• The behind-the-scenes systems that made it possible to scale from 6 to 100+ clients

If you’re in the early stages of building something—or trying to scale a service-based business—this episode is full of honest lessons and hard-earned insight.

Learn more about Dance Motion Marketing: https://www.dancemotionmarketing.com

Connect with Kristian on LinkedIn: https://www.linkedin.com/in/kristianaltuve/

About Dan and Third Act Marketing:

I'm Dan Ritzke, founder of Third Act Marketing. I work with founders and growing businesses to help them get clear on their brand, build smart marketing strategies, and turn big ideas into real momentum.

If the conversations on Founders in Full got you thinking about your own marketing — your story, your positioning, your growth strategy — let’s connect.

👉 Learn more at: https://www.thirdactmarketing.com

👉 Connect with me on LinkedIn: https://www.linkedin.com/in/ritzke

Want to be on the podcast — or know a Founder with a story to tell and insights to share?

Founders in Full features real, honest conversations with founders about the highs, lows, and lessons of building a business. If you’d be a great guest (or know someone with a story worth sharing), I’d love to hear from you.

👉 Nominate a guest or apply to be on the show at https://www.thirdactmarketing.com/podcast