Katie Gillberg: Leading a Wellness Brand with Purpose

Name: Katie Gillberg
Title: Founder and CEO
Company: Hydrate IV Bar
Years in franchising: 5
Number of units: 25

CEO Katie Gillberg is a franchise leader and entrepreneur who founded Hydrate IV Bar and has grown it into a rapidly expanding national wellness brand. Hydrate IV Bar delivers IV therapy, NAD+ therapy, and vitamin injections in a spa-like environment. There are 25 locations open with more than 25 in development across the U.S.

Katie is known for her people-first leadership and calls herself the “Keeper of the Culture,” emphasizing strong franchisee support, team development, and consistent client experience across all locations. She plays an active role in operational strategy, marketing, and national expansion while serving as a recognized voice for women in business and the future of wellness franchising.

Personal & Leadership Journey

What inspired you to pursue leadership in franchising/branding? Shortly after opening our first Hydrate IV Bar spa, it was clear that our IV and injection services were being well received by the market. Franchising allows us to reach a larger population and bring proactive wellness into more communities nationwide. Treatments that were once limited to hospitals or elite athletes are now available in a relaxing, spa-like environment, and franchising has been the most effective way to meet that growing demand.

Can you share a defining moment that shaped your leadership style? Covid-19 was absolutely defining. Our first franchise opened in September 2020 during a time of uncertainty. That experience shaped a hands-on, authentic leadership style rooted in collaboration. I was heavily involved in our corporate units, navigating challenges alongside franchisees, and asking, “How do we solve problems and move forward together?” It reinforced a true “we’re in this together” mindset.

How has your personal background influenced the way you lead? I feel as though I am a natural leader by background. As the oldest of five, a former sorority president, and a team captain in sports, leadership was ingrained early on. Those experiences shaped a culture and a values-driven approach focused on accountability, teamwork, and growth.

Who or what has most influenced your philosophy as a leader or changemaker? My mother, Laura, has been my greatest influence. She instilled in me that leadership is a gift and that influence should always be used with integrity and purpose. Giving back, mentoring others, and leading with values are principles that guide how I lead the brand and support our franchise community.

Driving Change & Innovation

What significant changes or innovations have you led within your brand? Hydrate IV Bar has positioned itself as a responsible industry disruptor within the rapidly evolving health and wellness space. The global wellness economy has surpassed $6 trillion, and preventive health and IV therapy have become fast-growing segments. Our focus has been on innovation that balances growth with safety, credibility, and long-term sustainability.

How did you implement those changes, and what results did they bring? We prioritized building a strong medical foundation early on. That included assembling an experienced medical team and advocating for safety and compliance across the industry. Hydrate IV Bar is a founding member of the American IV Association, where we actively work to help establish standards and best practices as the category continues to grow.

What role have you had in adopting new technologies, including AI? I am always open to learning and adopting new technologies, including AI, when they improve operational efficiency or guest experience. That said, our brand will always be based on client relationships. I believe technology should support the human element, not replace it.

How do you identify when it’s time for a brand to evolve? We listen to our customers. Their feedback drives evolution, not competition. Staying aligned with our core values makes sure that we grow intentionally and avoid becoming a “jack of all trades, master of none.”

Have you led similar change initiatives at other brands? Yes. Leading through growth, adaptation, and operational change has been a consistent theme throughout my leadership experience.

How do you communicate change effectively to franchisees? Through open dialogue and collaboration. We work closely with our franchise advisory council and medical advisory board, host webinars, leverage our learning management system, and maintain personal follow-up with department leads. All initiatives are tested in corporate locations before system-wide rollout to ensure clarity and confidence.

Challenges & Resilience

What obstacles have you encountered while driving change, and how did you overcome them? Change naturally brings resistance. I always return to the “why.” When franchisees understand how a change ties back to profitability, compliance, or guest outcomes, alignment becomes much easier.

How do you maintain momentum when new ideas face resistance? By reinforcing the value and staying focused on the mission. Clear purpose creates momentum.

What lessons have you learned from an initiative that didn’t go as planned? I’ve learned that there will always be curveballs. The key is adaptability, preparation, and solution-oriented thinking.

How do you balance short-term pressures with long-term vision? By keeping the big picture front and center while setting clear goals and boundaries with the team.

Culture & People

How do you build and motivate high-performing teams? Hydrate IV Bar strives to cultivate a feel-good, wellness-focused culture where people genuinely believe in what they do. Hiring the right people from the start is critical. When the culture is strong, performance follows.

What practices help you connect with employees and franchisees at every level? I try to always be present and approachable. That includes in-person meetings, spa visits, quarterly franchise advisory council feedback, annual summits, educational and social gatherings, and regular webinars. Connection is built by meeting people where they are.

How do you build buy-in and bring others along when pushing for change? By speaking authentically and collaboratively. I aim to speak with franchisees, not to them. We are an emerging brand, and our franchise owners truly have a seat at the table. Their voices matter.

How do you mentor or empower the next generation of leaders or changemakers? By investing in people. We prioritize professional and personal development across the brand, funding speakers, coaches, and continued education.

Future & Vision

What excites you most about the future of your brand or the industry? Being part of a larger wellness movement that is truly changing lives. People want to feel better, live healthier, and take a proactive approach to their health. We are proud to bring Hydrate IV Bar into more communities across the country.

How do you stay true to a brand’s core while still adapting for the future? By staying grounded in our core values and understanding our limitations. We would rather do a few things exceptionally well than try to be everything to everyone.

Where do you see the greatest opportunities for women in franchising? I am continually inspired by the number of women stepping into leadership roles. There is an incredible opportunity to continue leading, building, and inspiring the next generation to pursue their goals.

If you could give one piece of advice to your younger self, what would it be? Keep chasing your dreams and take the leap. Whether you think you can or you can’t, you’re right.

What advice would you give to leaders who want to create lasting impact? Fill your own cup first. Lead from an authentic place. Passion, integrity, and purpose naturally inspire others.