Sproos! Turned Shower Filters Into a Subscription Jackpot

By Daniel Okafor

Sproos! made $3.9 million in revenue in 2025 and is on track to cross $10 million this year, according to co-founder Benjamin Fix. The home and bath brand did it with pink and green shower heads, a filter subscription, and a habit of acting on what customers complain about.

The company counts about 35,000 active subscribers for its shower filtration cartridges. Roughly 70% of new customers opt in. Monthly churn sits under 3%.

How did a plumbing brand reach millennials?

About a decade ago, Fix worked in the plumbing industry and was tasked with building a bathroom collection for the next generation of buyers. He saw three problems fast. Most millennials rented, so they could not make permanent changes to bathrooms. Industry messaging felt "antiquated." And the products offered almost no choice.

"We had three colors, which was chrome, chrome and chrome," Fix tells Entrepreneur. "And then there was nothing else. This next generation wants to have colors to express themselves. They want to have pink or green."

Fix teamed up with former colleague Greg Reinecker, who became co-founder and product designer. Fix's partner Cecile Scius joined as manager of customer success and community lead. The trio launched sproos! in November 2022 after raising about $250,000 from professional contacts and friends.

The brand is renter-friendly and direct-to-consumer. It seeded products with lifestyle creators on Instagram and, later, TikTok. College students sprucing up rental spaces became a strong early pool.

What created the recurring revenue?

Listening, not marketing, produced the biggest product decision. Sproos! runs round tables with its most loyal customers, called "super fans," four times a year. Those sessions shaped the company's first shower head filtration product over a development cycle of about two years.

The same discussions produced the subscription model. Subscribers receive a new filter cartridge every three months. Fix calls the result the core of the business.

"This was the jackpot," Fix says. "The customers are super happy. They're telling us how much they love our filtration. And we can create a recurring revenue model. That's a game-changer."

Scius adds that the subscription gives the company stability and a base to build on.

How does feedback become a product fix?

Every month, sproos! compiles a report from customer calls, emails and social posts. "We extract data from all the customer communication that we have in order to see trends [so that] we can improve," Scius says.

One report flagged a rising number of shower head leaks, month over month. Engineers traced the cause to the washers on the hose. Those "little donuts" were small and transparent, so customers rarely noticed when one fell off. Sproos! added a lip to the mold for extra security. Scius says the fix became an industry standard.

"Our customers are not just informing product betterments within our company, but when they see what we're doing, it then spreads to all of the major brands as well," Scius says. "Because if we're having the problem, we're not the only ones. We're just really adamant about doing something about it."

Where does the brand sell now?

Beyond its own store, sproos! sells on Amazon and is pushing into physical retail. "Of course, we have ambitions to grow," Fix says, "and for us, going into retail is a good way to reach new audiences, and to bring people into our ecosystem."

The retail push has a community pedigree. Customers named HomeGoods as a favorite place to shop, so the company pursued it. A small U.S. HomeGoods placement last summer led to larger second and third orders plus interest from Canada HomeGoods. A Home Depot rollout is upcoming.

The product line is also widening beyond shower systems into storage, curtains, bath mats, lighting and accessories.

Urban Outfitters featured sproos! in a back-to-school curation. A partnership with student housing developer Greystar put on-campus pop-ups in place, lifted local sales by 200% and got products written into lease-renewal incentives.

Scius frames the expansion as steady steps rather than leaps. "You don't have to go from zero to 100 in one step," she says. "Growing a business is incremental."

Fix's operating rule is simpler still. "The consumers will tell you," he says. "If 10 people ask for pink, just do pink. Be humble enough to have your mind changed by the people who you want to reach." With the Home Depot rollout next, the market will keep grading that approach in revenue.