Connor Whelan, Head of Marketing at One Good Thing, joins Will Laurenson to talk about launching a product with no wrapper, no waste, and no comparison. They dive into the challenge of introducing a beeswax-coated oat bar to cyclists and runners, the strategy behind community immersion, and why momentum matters in more ways than one. Connor also shares insights on AI personalisation, scaling subscriptions, and making events work harder. Whether you’re into fitness, marketing, or both, this episode is packed with smart thinking and honest reflection on what it takes to bring a radical new product to market.