Today, I’m joined by Clara Sieg, co-founder & CEO of Loonen.
Born from Clara’s personal mission to avoid toxins in drinking water, Loonen’s ultra-filtered glass-bottled spring water emphasizes purity and transparency, rigorously tested for microplastics and PFAs.
In this episode, we discuss how water quality can influence health outcomes.
We also cover:
The aging US water infrastructure
National distribution and single-serve launch
Building a heritage American beverage brand
The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.
Chapters: (00:00) Introduction
(01:37) Why Loonen Started
(03:46) Rethinking Water Sourcing
(05:08) Why Plastic Matters
(06:40) The Case for Better Water
(08:15) America’s Water Infrastructure
(10:46) Is Better-for-You Too Expensive?
(12:30) Making Better Water Accessible
(14:18) Changing the Water Category
(16:31) What Consumers Can Do
(19:00) Building Brand Heat
(20:05) Designing the Loonen Bottle
(22:15) Loonen’s Go-to-Market Strategy
(24:15) Funding and Building the Brand
(26:24) Loonen’s Growth Goals
(29:20) What’s Next for Loonen
(30:01) Where to Find Loonen
(31:18) Conclusion
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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