# 353. Clara Sieg, Co-Founder & CEO of Loonen

Page: https://stenobird.com/podcast/fitt-insider-254580/353-clara-sieg-co-founder-ceo-of-loonen
Text version: https://stenobird.com/podcast/fitt-insider-254580/353-clara-sieg-co-founder-ceo-of-loonen.md
Podcast: [Fitt Insider](https://stenobird.com/podcast/fitt-insider-254580)
Published: 2026-08-24T08:30:00+00:00
Episode link: https://fittinsider.libsyn.com/353-clara-sieg-co-founder-ceo-of-loonen
Audio file: https://traffic.libsyn.com/secure/fittinsider/353_-_Loonen.mp3?dest-id=1477619
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JSON: https://stenobird.com/v1/public/podcasts/fitt-insider-254580/episodes/353-clara-sieg-co-founder-ceo-of-loonen
Duration seconds: 1860

## Resource

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 Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Loonen's Website: https://loonen.com/ Sprouts Store Locator: https://loonen.com/pages/where-to-buy-loonen-water Instagram: https://www.instagram.com/loonenwater - 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. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/ 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

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