Ep.27 / Richard Mumby, CEO, Wip
Redefining the energy category
In this episode of Professional Jealousy, Natasha Jakubowski chats with Richard Mumby, CEO of Wip, to discuss the birth of the next generation energy pouch. Richard shares his journey from DTC pioneers like Gilt and Bonobos to the front lines of category disruption at Juul, and how those experiences informed the launch of Wip.
We dive into why liquid caffeine is failing specific consumer groups—from marathon runners to construction workers—and how Wip is using a "product-first" mentality to mask the bitterness of caffeine while building a brand that feels like a "witch’s cauldron of Red Bull, GoPro, and Supreme."
Whether you’re an entrepreneur interested in retail velocity or just someone looking for that 25th hour in the day, Richard’s insights on building movements and the "set by 40" career trajectory are not to be missed.
Key Themes
[00:00] – Introduction: Meeting Richard Mumby and the Wip origin story.
[01:58] – The "Zyn" Effect: Why pouches are the next generational shift in consumption.
[03:55] – Solving the Liquid Problem: Bloating, spills, and the "biological" bathroom issue.
[07:02] – Product vs. Marketing: The science of masking caffeine’s bitterness.
[09:32] – Pilot to Launch: Transitioning from LFGO to the global brand identity of Wip.
[14:19] – The Brief: Combining the DNA of Red Bull, GoPro, and Supreme.
[17:26] – Lessons from Juul & Gilt: Using culture to create a category.
[20:40] – Retail Strategy: Why "retail velocity" matters more than vanity metrics.
[33:07] – Career Philosophy: Why your trajectory is often "set by 40."
[38:25] – Superpowers: The art of building movements and pulling people along.
Richard was professionally jealous of his good friend Arthur Roger, owner of the Arthur Roger Gallery in New Orleans that has defined contemporary art in the city. Richard admires how Arthur’s presence and career imbue others with creativity and inspiration in a deeply personal way.
Check out https: https://wip.com
Listen to full episode :
