Twenty months from concept to shelf.

It didn't start as a job. It started as a question.

In September 2024, ITM's Michael Fuller wrote a business thesis and an initial plan for a brand called N1CE — not to run it, but to pressure-test it. Was the opportunity real, or did it just look good on paper? The deeper he dug, the clearer the answer got: this was a rare one. Mio and Sal, the founders, had already built something worth betting on. Roughly four to five months later — as the capital raise got serious and the team came together — ITM was invited in to help lead it to market. For ITM it was an immediate yes.

What followed was the part nobody sees: close to two years of building the company underneath the brand — operations, supply chain, go-to-market, the org that has to exist before a single unit sells. ITM took the Chief Operating Officer seat and supported the growth and expansion from there. But nobody builds a company from one chair. N1CE came together because a world-class team came together — founders who knew exactly what they had, investors who stayed, and people in every function who did the unglamorous work on time. The COO's job is to make that team's work possible, not to stand in front of it.

N1CE launched in June 2026 with real weight behind it, including a sponsorship of UFC's Justin Gaethje. A moment like that isn't a marketing sprint — it's the payoff of a lot of people proving an opportunity was real, then doing the quiet work to make it so.

That's the ITM thesis in one build: test it honestly, and if it's real, get inside, take the seat, and make the whole team run.