Nick Gillitt, PhD, is the Chief Executive Officer of The Osmolality Lab, the global authority in the field of osmolality science as it relates to a variety of consumer products, offering unparalleled expertise, testing and certification services essential to brands across a number of industries. As a seasoned, scientific expert in physical/inorganic chemistry, Nick has a passion for understanding how things work. He is a specialist in human health, nutrition, exercise and recovery support from plant based food ingredients, new product introductions, consumer research and technology. With a reputation built on precision, reliability, and innovation, The Osmolality Lab is the trusted partner for leading and innovative brands seeking to ensure the optimal performance and safety of their products.
Company: The Osmolality Lab
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company
Nick Gillitt: I’m originally from England and hold a Ph.D. in chemistry. My lifelong passion has been understanding how things work, which is why chemistry fascinated me from the start. In the mid-90s, I moved to the United States to work at the University of California, Santa Barbara, where I delved deeply into the fundamental mechanics of chemical reactions—how and why they occur, and how they can be manipulated.
I became interested in nutrition and how its biochemical reactions work when I began working at Dole Food Company. There, I explored the biochemistry of life and gained insights into metabolism. This period was pivotal as it expanded my perspective from pure science to the business aspects of scientific endeavors.
After several other career steps that further honed my business skills, I am now the CEO of The Osmolality Lab. Our company focuses on the critical role a product’s osmolality plays in our body’s biochemistry, such as in hydration. We assess various consumer products to determine their effectiveness based on their osmolality—a measure of the concentration of solutes in liquids, which is crucial for optimal metabolic function.
At The Osmolality Lab, we measure and certify the osmolality of consumer products as a way to endorse their effectiveness. If a product’s osmolality falls within a specific scientifically supported range, it is likely to work as described. This certification is invaluable to consumers who want assurance that their purchases are worth their investment and work as promised.
If you were in an elevator with Warren Buffett, how would you describe your company, your services or products? What makes your company different from others? What is your company’s biggest strength?
Nick Gillitt: If I had just a moment with Warren Buffett, I’d explain that The Osmolality Lab empowers consumers to make smart purchasing decisions and helps manufacturers boost sales by certifying the hydration efficacy of their products. We specialize in osmolality—a key indicator of how well a beverage can hydrate. Our expertise allows us to measure osmolality accurately and certify products that meet the scientifically supported range for optimal fluid retention. This certification not only ensures consumers get the best value for their money but also gives manufacturers a competitive edge in a crowded market. Our biggest strength lies in our deep understanding of the factors that influence osmolality, enabling us to guide companies in developing superior products more efficiently.
Quiet quitting, The Great Resignation, is an ongoing trend causing many businesses to struggle to keep talent engaged and motivated. Most are leaving because of their boss or their company culture. 82% of people feel unheard, undervalued, and misunderstood in the workplace. In your experience, what keeps employees happy? And how are you adapting to the current shift we see?
Nick Gillitt: Employees thrive when they genuinely believe in the value of their work, especially in industries like health and wellness, where the impact on well-being is clear and fulfilling. For me, it’s not just about doing something interesting—it’s about finding purpose in contributing to others’ health. My approach to leadership is simple: I select team members for their unique skills and personalities, ensure they are passionate about their roles, and then give them the freedom to excel. This autonomy, coupled with clear leadership guidelines and an open-door policy, has helped me avoid the pitfalls of quiet quitting. Throughout my career, I’ve had the privilege of working with many talented and dedicated individuals, and my current team at The Osmolality Lab is no exception. They are not only empowered to do their jobs effectively but also supported by a leader who deeply understands the science and is always available for guidance.
Online business keeps on surging higher than ever, B2B, B2C, online shopping, virtual meetings, remote work, Zoom medical consultations, what are your expectations for the year to come and how are you capitalizing on the tidal wave?
Nick Gillitt: As a company, we fully embrace the remote workplace when it aligns with our needs. The Osmolality Lab currently operates with employees across three states, and we ensure consistent communication through regular video conferences. The pandemic accelerated our adoption of this work dynamic, and with advancements in technology, it’s become a natural progression, especially as business becomes more global and social media-driven.
While our lab-based work requires physical presence, many critical functions—such as legal, admin, IT, marketing, and sales—can be seamlessly managed remotely. Once measurements are obtained in the lab, results can be communicated effectively through various channels, whether it’s a phone call, email, or video conference. Given the vast geography of the U.S. and the global nature of our clients, remote meetings have become the norm.
Looking ahead, I believe this trend will continue to evolve with further advancements in communication technology, but I don’t foresee a return to the traditional model of large headquarters with everyone on-site. This wave of technology, from real-time video conferencing to effective communication software, has made the world a smaller and more efficient place to do business, and we’re capitalizing on it to stay ahead.
Business is all about overcoming obstacles and creating opportunities for growth. What do you see as THE real challenge right now?
Nick Gillitt: For me, the real challenge at the moment is the lack of awareness about the importance of osmolality in many consumer products. At The Osmolality Lab, we are dedicated to raising this awareness among consumers. If people understand that the osmolality of the products they use is crucial for their wellbeing, they can begin to create demand from manufacturers for more effective products.
Equally important is creating awareness in the manufacturing world. Manufacturers understand what resonates with their consumers, but if we can appeal to their desire to build better, more effective products, we can encourage them to use osmolality measurement as a product development tool. By bridging this knowledge gap and promoting the benefits of osmolality, we can help both consumers and manufacturers achieve their goals.
In your experience, what tends to be the most underestimated part of running a company? Can you share an example?
Nick Gillitt: In my experience, the most underestimated part of running a company like ours, which sells an analytical service rather than a physical product, is finding the right talent—particularly for an effective business development function. When selling a service, sales are not as straightforward as one might think. You can have all the scientific support in the world for the need of your service and the most polished marketing campaigns, but if you can’t get the right person from a prospective client on the phone or to respond to an email, you’ll struggle to build revenue.
Finding that person is a skill in itself. Engaging business development professionals who understand the service industry and possess the necessary skills for today’s multimarket, social media-based world is incredibly challenging. It’s a real talent to be able to do that effectively, and finding the good ones is even harder.
What does “success” in 2024 mean to you? It could be on a personal or business level, please share your vision
Nick Gillitt: Success in 2024 means achieving increased revenue over 2023. This growth indicates that we have tested more products and that more manufacturers are opting into the various certification programs we offer. An increase in out-of-certification program testing would be particularly gratifying, as it suggests that product development is being seen as valuable.
All these milestones reflect a broader awareness of osmolality and its importance. It means that people are thinking of us to get their products tested, and consumers are seeing better products show up in the marketplace. Ultimately, success in 2024 means that we have significantly advanced our mission of highlighting the importance of osmolality and contributing to the creation of more effective consumer products.
