Today, I'm joined by Brian Keller, co-founder and CEO of Rorra. Prioritizing design excellence, Rorra sells user-friendly water filters that deliver cleaner, safer drinking and bathing water — backed by NSF testing and transparent performance reports. In this episode, we discuss building trust in the water filtration category. We also cover: Design and UX philosophy Direct-to-consumer vs. retail strategy Educating consumers without scare tactics Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Rorra's Website: https://rorra.com/ Rorra's Instagram: https://www.instagram.com/rorrawater/ Rorra's X: https://x.com/rorrawater Rorra's Facebook: https://www.facebook.com/rorrawater - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (00:25) Brian's background and founding story behind Rorra (02:30) Researching existing water filtration options and market gaps (05:15) Product development challenges and manufacturing in stainless steel (07:15) Building business model and raising capital pre-product (09:35) Design philosophy and user experience considerations (11:30) Consumer education and "What's in Your Water" platform (14:10) Messaging strategy around microplastics and forever chemicals (16:20) Positioning as health and wellness vs. kitchen appliance (18:15) Customer segmentation from biohackers to new mothers (20:15) Partnership strategy with health and wellness influencers (23:20) Direct-to-consumer vs. retail distribution considerations (25:40) Filter replacement strategy and subscription model (28:10) Future product roadmap and staying focused on water (30:35) Long-term vision as trusted water quality information source (31:05) Conclusion
