308. Brian Keller, Co-Founder and CEO of Rorra

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