Nikki Seaman
Welcome to With Grace. This week, we feature Nikki Seaman, Founder & CEO of Freestyle Snacks. A University of Pennsylvania graduate, Nikki spent time in CPG through Bain and Whisps before launching Freestyle. When pandemic-era olive bars shut down and jarred olives didn't cut it, she built something better. She interviewed shoppers in grocery store aisles, launched with $50,000 in savings, and sold over $10,000 worth in her first two days. She has since secured investment from Poppi founder Allison Ellsworth on Shark Tank and built a certified women-owned, non-GMO brand sold in 5,000+ retail locations including Whole Foods, Target, CVS, Harris Teeter, and Giant Food. As Freestyle continues to expand, expect more whole, craveable, quality-driven foods she is proud to serve her own family. Her perspective: "One of the greatest gifts you can give someone, especially a founder, is being someone they never have to remind twice."
What’s a daily ritual you swear by?
I'm a big believer in the idea of getting just 1% better every day. I first came across the concept in Atomic Habits, and it's really stuck with me. Building a company isn't usually about one huge breakthrough. It's the result of showing up consistently, making small improvements, and trusting that those little wins compound over time. Some days the progress feels tiny, but when you zoom out, those small, consistent steps are what ultimately build something extraordinary. That's a mindset I try to bring to both my business and my life.
What’s a habit or routine that’s been crucial for your success?
Doing the things I don't want to do. The difficult conversations, the uncomfortable negotiations, the mind-numbing analyses that make your eyes hurt, the awkward asks. I've learned that the fastest way through is to rip off the Band-Aid. The things you avoid today usually become bigger problems tomorrow. I’m often reminding myself “just do it.”
What’s an unconventional approach that’s worked for you?
I've let go of the fear of being "cringe." Early on, I worried too much about what people might think if I shared my story online. Now, I post on LinkedIn, TikTok, podcasts, or wherever I have the opportunity to tell the story behind Freestyle. I've realized people connect best with other people instead of products. Giving consumers the "why" behind what we're building has created an incredible sense of community around the brand, and it's been one of the best decisions I've made.
What’s a trend in consumer behavior that excites you right now?
I think GLP-1s are fundamentally changing the way people eat, and we're only at the beginning. As consumers become more intentional about every bite, they're going to look for snacks that are lower in calories, lower in sugar, and made with real ingredients. That shift plays directly into Freestyle's strengths. I think brands built around smarter snacking will thrive, while some legacy salty snack brands may struggle as portion sizes and eating habits evolve.
What’s a key quality or trait you believe is essential for leaders?
Grit. Angela Duckworth defines it as passion + perseverance. If you're building something meaningful, you're guaranteed to face rejection, setbacks, and days when everything seems to go wrong. Great leaders aren't the ones who avoid those moments. They're the ones who get back up and keep pushing forward.
What motivates you to keep pushing forward in your work?
My kids. More than anything, I want them to see what hard work, resilience, and chasing a dream looks like. And on a very practical level, I love building a snack brand that I'm genuinely proud to serve my own family. Every product we launch has to be something I'd happily pack in my kids' lunchboxes. That keeps our standards incredibly high.
What are you reading right now?
I'm currently reading Start With Yourself by Emma Grede. One of the things I appreciate most is how honestly she talks about pursuing ambition while also being a mother. She doesn't pretend there's a perfect work-life balance or that you can do everything all at once. Instead, she encourages women to embrace their ambition without guilt, take ownership of the things they can control, and lead themselves before leading anyone else. It's a perspective that has really resonated with me during this stage of my life and career.
How can someone make you extremely happy?
Following through. If you tell me you're going to do something, do it. One of the greatest gifts you can give someone, especially a founder, is being someone they never have to remind twice. Every item I can confidently cross off my CVS receipt-length to-do list creates space to focus on building the business.
What haven’t I asked that you’d like to share?
One thing I didn't fully appreciate before starting Freestyle is how much building a company changes you. Building a business has been the greatest personal development journey of my life. It's challenged me in ways I never expected and helped me grow into a far more confident leader. Along the way, I've also had the privilege of meeting incredible founders, operators, investors, and mentors who have shaped the way I think.
