On today's episode of Hustle and Flowchart, I sat down with Helen Christoni, an expert in reverse osmosis (RO) water filtration and marketing. We delved deep into the dangers of tap water and the necessity of clean water and the effectiveness of RO systems. The episode covered important topics like how these systems work, why they are essential for health, especially for children, and the role of social media in spreading this crucial information. Our conversation also brought to light the entrepreneurial aspects of scaling a business rooted in wellness technology.

Water Filtration Methods

Helen explained the difference in taste and quality between regular single filters and advanced reverse osmosis (RO) systems. RO systems like AquaTru use a four-stage filtration process to remove harmful contaminants such as forever chemicals, drug residues, and antibiotics. While many commercial bottle filling stations only address chlorine and lead, AquaTru tackles a wide range of pollutants.

Importance of Changing Filters

Changing filters regularly in fridges and pitchers is crucial to avoid contamination. Neglecting this can result in more harm than good. Helen emphasized that even the best filters lose effectiveness over time, and timely replacements are necessary for maintaining water quality.

AquaTru’s Mission and Products

Helen Christoni highlighted that AquaTru is the first patented countertop RO system designed specifically for families. The company just released AquaTru Pro for enterprise settings, equipped with certified bottle filling stations. These products aim to provide pure water, free of contaminants, for homes and businesses.

Effective Filtration for Children

We also talked about the importance of water filtration for children, advocating for heightened awareness about environmental toxins. By incorporating high-quality water filtration systems at home, parents can significantly reduce their kids’ exposure to harmful chemicals.

Utilizing the Environmental Working Group (EWG) Website

Helen suggested checking local water contaminants using the Environmental Working Group (EWG) website. This resource allows people to see what's in their tap water, giving them informed reasons to invest in quality water purification systems.

• Environmental Working Group (EWG) Website

Social Media and Marketing Strategies

Helen stresses the pivotal role of social media in making complex scientific information relatable. Platforms like TikTok allow for shareable, bite-sized content that people can easily engage with. Instead of long-form content like webinars, focused, engaging videos spread the message of water purification more effectively.

Partnering for Impact

Strong partnerships and authentic connections are crucial for AquaTru’s business. Helen prefers genuine relationships over large-scale, impersonal campaigns. Success in their affiliate programs comes from having a small group of dedicated partners who share the company's mission and create genuine content.

Addressing Water Contaminants

Helen shared her personal “aha moment” when she discovered several cancer-causing contaminants in her local water. This led to broader discussions about the limitations of boiling water and the persistence of chemicals like Chromium 6 and fluoride. AquaTru's certified to remove 84 contaminants, including microplastics, offers a solution to these health hazards.

Personal Health Stories and Motivation

Helen’s journey from the beauty industry to wellness was fueled by a personal health crisis—severe osteoporosis due to early menopause. This experience reshaped her approach to health and wellness, emphasizing the importance of purifying water and air as key aspects of a healthier lifestyle.

Concluding Thoughts

Overall, today’s episode underscored the critical nature of clean water. Helen Christoni's insights on reverse osmosis systems, specifically AquaTru, provided valuable information on how to ensure our families have access to safe drinking water. The collaboration between social media strategies, authentic partnerships, and a strong commitment to science makes AquaTru’s mission to deliver pure water and clean air possible. For more information about their products and mission, check out:

• AirDoctor Pro
• AquaTru Water

Helen and her team are also active on various social media platforms, including LinkedIn, spreading the word about the importance of pure water and clean air. Stay tuned for more insightful episodes, and remember, your health starts with the quality of your water.

Connect with Ideal Living and Helen Christoni

• AquaTru Water Instagram
• AquaTru Water YouTube
• AirDoctor Pro Instagram
• AirDoctor Pro YouTube
• Ideal Living Website
• Ideal Living LinkedIn
• Ideal Living Instagram
• Helen Christoni LinkedIn
• Helen Christoni Instagram

Two Other Episodes You Should Check Out

• The Entrepreneur’s Path to Optimal Health with Paul Savage
• Rewiring Your Brain for Success with John Assaraf

Connect with Joe Fier

• What if you could have a FREE personal mentor on-demand?! With Joe's Hustle & Flowchart AI clone, you can tap into the knowledge from over 600 episodes any time! Whether you need advice on scaling, marketing, or productivity, my AI clone is here to help.
• Hubspot has launched a whole new suite of AI Tools, check them on the Hubspot Spotlight
• Check out other podcasts on the HubSpot Podcast Network
• Clone yourself and scale your expertise infinitely! Use code HUSTLE at checkout to get 50% off your first month of Delphi AI at www.hustleandflowchart.com/delphi
• Want us to build your clone for you? We’ll handle setup, testing, and integration so you can launch fast. Head to www.hustleandflowchart.com/delphimaker to get started!
• We want to hear from you. Send us the One Thing you want to hear on the show.
• Connect with Joe on LinkedIn and Instagram
• Subscribe to the YouTube Channel
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Thanks for tuning into this episode of the Hustle & Flowchart Podcast!

If the information in these conversations and interviews have helped you in your business journey, please head over to iTunes (or wherever you listen), subscribe to the show, and leave me an honest review.

Your reviews and feedback will not only help me continue to deliver great, helpful content, but it will also help me reach even more amazing entrepreneurs just like you!

Did you know that the water that you're drinking every single day, getting piped

into your house, or maybe you're filling up somewhere, it could be affecting your

health in ways that you won't like, but we're going to talk about it because

there's something you can do about it.

This is why I brought in Helen Christoni onto the show.

She's a trailblazer in wellness tech.

She's been doing it for a very long time.

Uh, she's going to talk about the hidden dangers that we have in our water supply,

the things that you could do about it, the stuff that you could change right now

after listening and go research yourself.

Uh, she also talks about the ups and downs of her own journey

and how she got to this point.

And the cool thing, because a lot of us are entrepreneurs.

We're doing marketing and sales.

She actually heads up the promotional efforts for ideal living.

That's the company she works with and you know, all the products they have,

like Aqua Tru and air doctor, all the different things that help filter and

purify the air and water around us.

She talks about how she has thousands of promotional partners and the marketing

strategy she's doing to promote things and to get the word out there.

And it's something that you could swipe.

So there's, there's a little marketing business and sales mixed in with this

crucial information you got to know about the water in the air and what we're doing

in our houses to keep ourselves safe.

So, Helen, Christoni's here before you get into the episode, hit pause,

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we're going Helen right here.

I appreciate you for taking the time with me and you're busy, busy

doing these kinds of things, lives and all the social stuff, right?

Yeah.

Yeah.

Hi Joe.

So nice to be here.

Yeah.

And so I've heard a lot about you from our mutual friend, uh, Angela Hartman.

She's awesome.

And I'd say she more behind the scenes of a lot of, uh, a lot of

people have been on the show too.

So, um, gotta give her big thanks and what you're doing.

So this is the first time we've met, but like, I've

definitely heard a lot about you.

I'm using one of your products, uh, AquaTru, which.

We'll talk about water and why that matters.

Um, I also have a client, Dr.

Savage, who's big into longevity and always talks about microplastics

forever, chemicals, all that stuff.

That's basically everywhere where we live in.

So definitely we'll be talking about that with you, but really I want

to go back and like hear how you got to this point of essentially.

Doing some really cool marketing, you know, for a good cause.

I feel like, so we're going to learn a lot strategy, but also wellness and

making sure that, you know, we're doing the right stuff, but I had to get here.

Like what was, I had to get it all started.

Oh, gosh, you know, I mean, I think like how it really got

started is, um, I started working advertising about 25 years ago.

And, uh, and I was just kind of this in this crazy advertising circuit,

which for those of you who worked in advertising, you know, it's long days

and longer days, you know, so, um, and I just wanted to come client side.

And so.

So I took a job at Ideal Living, where I work now.

He's the parent company of both Air Doctor and AquaTrue.

And I was working with the founder in product development.

And so I went from advertising to product development.

And I worked with Ideal Living for about 10 years.

And, um, and that's when they were like starting to get into

the air purification stuff.

And, but I was really obsessed at that time in my life in the beauty business.

And so with the full support of, you know, the founder at Ideal Living, I

embarked on this beauty business career.

And I, as a result of that, I became kind of a I guess, I mean, somewhat of

an expert on, um, licensing, influencer marketing, you know, um, personality

driven branding, that sort of stuff, all those things on beauty, the

overdrawn eyebrows, you know, so that was kind of my, I, I was responsible

for a lot of that for a long time.

And, um, then I personally got, um, I had like a health crisis, you know?

So I was in my early forties and, um, I'm an avid athlete.

I'm an ultra marathoner.

Like I do all these crazy things and, um, my body, my body started breaking and so I

broke my pelvis and then four months later I broke the other side, my other pelvis.

And a couple of weeks later, um,

from running or any,

So it's, I had severe osteoporosis.

I was menopausal in my early forties.

I was diagnosed with severe osteoporosis.

And I had to really take a look at my lifestyle.

And I was like the non fat, you know, double sugar free pump girl.

You know what I mean?

And all those things.

And I was like, you know, everything was no fat.

Everything was low, no sugar.

Everything was no carb, and I was in this industry where I was basically like

mainlining chemicals all day because I was in the beauty business, and so we'd

have fragrance parties, and so I was in a very toxic environment, and I had

reached out to Peter, who's the founder of Ideal Living, who's a mentor of mine.

And he was like you gotta purify your water and you gotta purify your air and

also in conjunction I changed my diet completely I'm an all fat girl now.

Give me all the sugar all the fat, you know You know what I mean?

Like all the dairy like give it to me.

Avocados, everything.

Yeah.

Yes, and so I I was a little disillusioned in beauty and I had this health crisis and

then I came back and I started consulting, you know here at ideal living and And

while I was here and I was learning about these products, like the science behind

Air Doctor and Aquatru, um, I felt very kind of motivated for the company to

start talking about them on social media.

So that is kind of how this all started.

You know, I took all that beauty, social media, you know, influencer

marketing know how and I applied it to wellness tech here.

Got it.

That's okay.

That's really cool.

So yeah.

Now I see why you did kind of like started here.

Yeah.

The whole round Robin and yeah.

It's so interesting.

Like the beauty space.

It's just what laid in with chemicals and I mean, my wife was getting her

nails done literally last night and I walked by and it's poked my head and I'm

like, I instant headache, like not good.

And I was telling him, she's like, I didn't get the, you know, there was

someone getting acrylics or whatever.

I'm just like, that's horrible.

Just like instinct.

Yeah, it's horrible.

So.

Um, but that stuff I know is around us everywhere.

And so I want to get to that.

And specifically, I want to dig into water because you gave, you shared a resource

that when I was doing some sleuthing on you, uh, and then I looked up the water

quality in my area and it's frightening.

I think that's the case everywhere.

I'm going to just let that sit for a moment though, because I

want to talk about that shortly.

I want to hear about the, um, so the social commerce and like, so the stuff

you learned in the beauty space or just experimented with for a ton of time

and how that's been taken over here.

I guess like, define what that is.

Social commerce, influencer marketing and, and, then want to hear your style.

So, I mean, it looked like it was kind of a juxtaposition.

You know, in the beauty space, they do a lot of pay to play.

You know, you hire influencers to talk about your product, you give them

some things to say, and they do it.

Um, that is very far from what we do here and what we've done here in our

social commerce business at Ideal Living.

And, um, when I had this idea about like, hey, we have to be social, you

know, um, Ownership here, the CEO was like, yeah, but we're not doing pay to

play, you know, that's off the table because they're a very results driven

company and we wanted to make sure that everything was done kind of on a, on a

CPA basis and on a rev share capacity.

And, you know, at that time, and this is like six years ago, people weren't

moving products that were several hundred dollars on an Instagram swipe or, you

know, TikTok wasn't even around then.

And so moving that price point and having it be a rev share.

Was a challenge, you know?

And so I think when people talk about social commerce and that's using people,

brand ambassadors, you know, to go out and talk about your products and share

them with their followers, they often forget like one of the key components.

And that's the social media piece, you know, because social commerce

goes hand in hand with social media.

And if you aren't tying the two together, that's kind of where, like everybody

wants to be in the social commerce space and have a bunch of people out there

promoting their products that honestly love it and doing all the things like,

um, easy to say, really hard to do.

And, um, the foundational building blocks of building a strong social commerce.

strategy starts with your own social content and really kind of building a me

too moment, you know, that people can then like talking about your products, how you

want people to talk about your products, educating on your products, how you want

people to educate on your products, and really having that honest dialogue about

You know, like pulling the curtains back, um, when you're looking at your social

media strategy is really important.

And that is key before you ask somebody else to do it.

Like, you know, you have to have your own house in order, you know?

So, um, it's, it's interesting that people try to skip the social content piece.

And so when I started this here, you know, I was like we gotta be on social

media and we have to do all the things.

And I never in a million years thought that.

We'd be here today, you know,

Doing all the social stuff

I Mean we have thousands of partners, you know and we have a beautiful network

and a beautiful community of partners that we've built this together with and

so, you know, I was really passionate about Breaking into wellness because I

personally was over the beauty business.

And so I was very driven on it Making this a success story.

And so I I personally was shooting the content with my iPhone in my house

Mm hmm.

You know like overseeing the graphics like making sure the messaging was

Understandable, you know to our audience and I think that that's one of our

sweet spots at our company You know, we're talking about really important

scientific stuff and we're able to In the social environment to really speak

about it in a relatable way Where people can understand what we're actually

talking about because on social media nobody like has time To like dig in to a

phthalate and what that really means and why it's bad for you, you know, so You

know taking you know making it in nice little sound bites for for the customer

to like digest is really important You

And that's that's the world we're in.

That's why I'm kind of chuckling over here because yeah, not most of

us are, you know, we're not reading essays about all the different

contaminants that we're drinking or breathing or whatever it might be.

Yeah.

Yeah.

And now you have Tik TOK or all these other like little

reels that like, Oh, whoa.

And then it's obviously shareable, but yeah.

Have you seen that been like, that's, it sounds like that's probably part of

the strategy or like, Hey, if someone's wrapping their story into it, it sounds

like that's what you're looking for.

And really that's just great social media.

If you're going to sell anything at the end of the

Yeah, and it's interesting that you're talking about like, you

know, the essays and I mean that's really like the, the Also, it's very

foundational for our company here.

Like we started with, um, kickstarters, long form email series, webinars, you

know, all of these things where we really dug in to the details, to the science.

And all of our products here are, um, third party validated.

We are really science geeks in our like DNA and we're passionate about the truth.

And so, but you know, when having that foundation and then, and then, you

know, taking it into talking points from there was really, really helpful.

And, you know, when I was going out and I was starting to, I just really was like,

who should our brands be friends with, you know, and I followed and I looked at how

people talk to their, to their, you know, their groups and like, did they really

have a relationship with people, you know, A lot of people think that they could

just go in a SaaS tool and check, check, check and go out there in the world.

That's not how this business was born.

This business was really born by, like, making friends with people

and just being like, Look, like, I'm going to send you this product and

if you like it, I'll send you a link.

if you don't breathe some, you know, breathe some great air and drink some pure

water, you know, that's how it started.

There was no, you know, there was no big like program back then.

And so we've really, you know, um, and then one thing I think that's

super important to us is we, we started with just a handful of people

and we held their hands, you know,

I was going to ask about that.

Like the early day, cause I've dealt with, I've run affiliate programs.

I've been an affiliate for a lot, a lot of years and various ways.

And I think that's the best part is like this grassroots, like,

Hey, you have access to us because we chose you to basically, you

know, work with us as a partner.

And that's how I've always seen it.

Yeah, I mean, you know, I always talk about like social influencer one and

two, and I'm not going to name them.

And they're so dear to my heart and they couldn't be like, you know, they're,

they're so different from one another.

And, and, you know, one of them is a MD and she was so like, I mean, I ha I

would put, you know, calls together with her and the engineers, she literally

devoured all of our science and

We like walked down this path together and we learned as we went, because like

I said, no one was moving, you know, a 600 item on a swipe at that time.

And I was, you know, even me, I was like, Ooh, there's one

thing about selling a mascara.

There's another thing about selling, selling, selling a health

tech product through an IG swipe.

And as we started to see success, I lost my fear of that price point, you know,

and, and so I, I myself had to get over my, myself, you know, like the pay to play

in my head and I had to just go right out there and say, we'll send you an affiliate

link and, and get out of my own way.

Mm hmm.

Hmm.

Yeah,

to just be, you know, this is our program.

This is what we can do.

And, and also say no, you know.

that's sometimes the hardest thing because you don't want every affiliate

and that's, that was one of the things I learned very early on is like a small

group of really tight, you know, they know the mission, they know the story,

they're actually living that as well.

And their own variation makes for just perfect.

I don't even want to say media or content.

It makes for great connections, like the best with your audience.

And.

Literally, there's no like scripting that you just flip on the camera

and start talking about your life and the cool stuff you're using.

and it's educational, right?

Like, I think that our main mission here is that everyone has the

right to pure air and clean water.

And so, you know, educating on that is really our, our number one value.

And that we, that's the value we try to provide to that end customer.

And then our products are going to have an impact on their life, you know?

So, this And what happens is if you get like a group that's really, really kind

of with aligned mission and focus, then, you know, there's the ripple effect.

And you go like, we, we started with, um, naturopathic doctors,

doctors, you know, people that are just really wellness advocates.

And then that, that extended to mom, you know, and then with

moms, Like, that was bananas.

Like, we won with moms.

I mean, it was like, it was that, you know, moms are magic.

Mom makes, moms make the magic happen, you know.

And so, and as a mom myself, you know, it's, it's beautiful to see air

purification and water purification going into households across the world now.

And, um, and I'm just very proud to be a part of that.

That's awesome.

And there's a, as you were talking about that, and I totally agree with moms, are

basically run, especially the health, but really everything in the house and life.

I mean, my wife, she sends me stuff on Instagram all the time.

I'm not on Instagram much, but I sure as heck learn a ton.

And, you know, it's usually about parenting or health

and all the above, you know.

And, um, Yeah, it keeps us in order.

So thank you moms, including yourself.

And what I was thinking about is that you were describing that back to that client.

I have, uh, his name is Dr.

Savage.

I don't know if you got to connect with him, but like when there was something,

you know, Angela back to Angela, she helped me out with some stuff, uh, with

PR and what I'm doing over there with Dr.

Savage.

And they basically realized, Oh, Dr.

Savage has been recommending your products.

Ideal livings products for.

A ton of time just because he, they're great and, you know, he's,

he's very concerned about the whole, just all the contaminants around us.

So just that alone, you know, just speaks that when you have a really good product,

you have the mission, the science is backing it in your case or whatever

credibility you need for your product,

it, it becomes like a no brainer, you know?

yeah, I think there's that part of it, which is kind of like the front, the front

view, you know, that we have all these great people and, um, they're continuing

and we have this relationship with them.

But like, how do you maintain those relationships?

And also when you're, when you encounter tremendous growth, you know, so it's the

ability to support that infrastructure.

That's really important, like you have to pay people.

You need to track their sales.

You need to understand what's working, what's not.

You need to make sure everything works and as you grow that things continue to work.

And as tech evolves and all this stuff happens, you need

to be next and stay next.

And so that commitment Being a good business partner is, um, is very

important in the operational standpoint.

And so I think, um, like for me, I'm not like a highly Um, like technical

as it relates to platforms and, and that sort of thing and making sure

that, um, I'm surrounded by the right people that understand what's next

and like how, you know, AI is going to affect social commerce and all

these things that are coming up that, you know, that might not be my thing.

tea.

I'm really great at connecting with people and, and talking about

cleaner and clean water and why they should have it, you know.

Um, but when it comes to that infrastructure, that's really

key for success because when that breaks, um, it's, it's really hard

to, to overcome something like that.

Oh, yeah.

And, uh, yeah, there's some, there's some tech we've actually been

scheming on, uh, behind the scenes.

I don't know if you're aware of that yet, but Angela, me with some AI.

So we'll talk about that later though.

I'm going to pause this really fast, to shout out another

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All right, let's get back to the episode.

I was going to ask you, you said your favorite word is hustle.

And I'm curious about that.

And because I was going to wrap that back into exactly what you were starting to

describe here is like, Hey, you start off kind of like grassroots with any kind

of partner, influencer, Whoever referral partner, um, and it is grassroots.

It feels like hustle, you know, it's the check ins it's like, I'm also a

connector type and it's very easy to just feel like you're always in hustle mode.

I personally don't want to live in the hustle, but I've been there for a lot of

years, but that's where systems and, you know, but tell me why you love hustle.

And, uh, maybe the transition from a hustle point to more of

a, uh, I mean, I say a flow chart or, you know, systems kind of

I think, um, I personally, as a person, I'm that person.

You know, like, I hate to be bored.

When I actually first interviewed with the CEO of Ideal Living, like, 22 years ago,

um, He was like, what, but what bothers you the word most about, you know, work?

And I was like, I hate to be bored.

I can't be bored.

And it's like a running joke.

Like, are you bored?

I know, you know, are you

Don't be bored.

are you bored, Helen?

And it's really funny.

It's a running joke around here, but you know, I am that kind

of triple type A personality.

I love to be busy all the time.

Um, it gets to the point though, even for those who are, people

that are like out there hustling.

Um, like I'm a builder.

I love to build things.

I love to stand things up.

I'm

So are you like the starter

of a lot of it?

And then, okay.

That makes sense.

Gotcha.

You know, it's, it's funny because I always talk about this, you know, when I

was in, in other industries and you know, I was calling on the Sephoras and you

know, Walmarts Like I love to sell in.

But then the sell through and going up for line review and all that

stuff, I mean, I, it, I completely lose interest at that point.

So, it's the start up of something that really gets me going.

And the beautiful thing about social commerce is it's always new.

You know,

point.

It's like a new partner or a new conversation happening.

Okay.

new platforms, new tech opportunities, um, new niches to talk to.

I mean, there's always something new.

So I really think I like found my lane in, in something that keeps me inspired

and ready to go to work every day.

And, um, but also it's very like when you're, when you're working for, um,

Like you can go to work and you can hustle and you know, you can, you

can achieve the success and grow the teams, but when it's mission driven and

you're actually having an impact on the wellness and lives of families, then

that work takes on a whole new meaning.

And so I love to get out of bed every day.

And like today, like I was saying, like I had a IG live and where I'm having this

podcast and then I'm doing a training, you know, I mean, I train partners.

Twice a month, you know, I mean I am in it.

We don't miss a month.

Like I'm so dedicated to the education and and so, um, I don't

know like transitioning I think

Is important to think about that and create like a foundation of people

that um, That also have that hustle

and support you.

Like maybe there, cause I was thinking about it.

It's like, yeah, maybe you don't need to, you don't need

to necessarily leave the hustle.

No one really should, if you're wired like that, like lean into

it, but just make sure you don't get sucked up doing that line.

Like the drawn out work, the sustaining stuff that

the support team that really, really, like making, identifying where and when you

need support is so important for growth.

Because if you're not really identifying the balls that you're dropping and

making sure that someone's picking them, like not one person can do everything.

Like, and we have a tremendous partnership business.

We work with thousands of people.

It's all in house.

You know, everything is done internally.

And so because I'm, you know, I'm really having high touch

relationships is really important.

And, um, and making sure that, you know, I always make a joke that everybody

can get me on my phone and I'm not kidding, you know, so, you know, it's,

um, everybody really can, you know, and so, but like having creating a culture.

of that, you know, mission, purpose driven environment and people that

really understand the, the cadence of our 24 hour world that we're in,

you know, is, is really important.

So I'm really, I'm really, I have such a tremendous team and, um,

it's like, you know, and we do so much great work with Angela.

I mean, she's one of them.

She's always bringing people, she's always connecting

Well, she's like you.

I'm sure.

I mean, I know she's tight.

Yeah.

She's just go, go.

She never stops either.

So similar.

Yes.

That's, that's great.

And that's the big thing is like for anyone listening, watching, definitely

like lean into your skills, if it's hustle, if it's not, whatever, but just,

just get support from systems, people.

Tools, whatever it is to just have you lean into you more.

I think too, you know, like for, for social commerce,

there is that flow chart part.

And, um, when you're building a program, it's really important that if you,

you have the big vision, that you have someone that can put the financial

metrics in place and the model in place to understand, you know, kind of what

this is going to look for, look like for your company as far as like margin goes

and, and scalability, that sort of stuff.

Because, That I, you know, when we, you know, first of all, the founders

of these companies of Ideal Living.

They're, you know, direct to consumer, direct response, you know, icons, and

so they're really measured for results.

So they held me very accountable to the bottom line right from the

beginning, and, um, and I live in what's my margin every day.

Like every day I'm saying, well, what's the margin?

What's the margin?

How does it affect the margin?

Like I don't stray from that.

So even though I'm not You know, um, I'm not building flowcharts over here.

I do understand the numbers and the effect that it has on the bottom line.

And I'm pretty laser focused on making sure like we stay within our

guard rails, um, for the company.

Makes sense.

I mean, you got to have a KPI for, and you're tracking that and.

Yeah.

Yeah, it's, I mean, if you're not doing that, then it's, it's

not going to sustain period.

So, especially with the influencer marketing and all that, I mean,

it's very easy to bleed time, money, product, whatever it might be.

So absolutely.

Well, I want to talk about the water side of things because that

fascinates me and also frightens the hell out of me, to be very honest.

So, you know, obviously AquaTru, and luckily I have one of those in my kitchen.

I'm literally obsessed.

I have like the one that's on my desktop, or uh, what, countertop.

And I feel like I refill that thing every 45 minutes or something, because everyone

in the house is just, pfft, pfft, pfft.

And it just like radically changes the taste and all that stuff.

But that's not even what I want to talk about.

I want to talk about like, what was the, I guess what was the aha moment or

the time where you're just like, holy crap, this is like this water thing.

Um, that are, that's coming into our house, maybe even the bottle

water, just anything that we're consuming, maybe even showering with.

I don't know if that plays a part, but what was that moment for you?

And

My aha moment.

Like, I mean, I, I told you that I have these health issues and you know, Peter,

the, the CEO here at Ideal Living was like, you need to filter your water.

And so I was like, yeah, okay.

But then it was, it wasn't until that I, I came and I actually started working

for the company and I went to ewg.

org.

And so we're going to, let's drop into this right now.

If you're not driving, go to ewg.

org on your phone and type your zip code in.

It's on the top toolbar, like right in the right, you can.

drop your zip code and you run your water report and when I ran my water

report and I live in La Crescenta, a little mountain area here in Los Angeles,

it's own little water district and I had 13 contaminants that exceeded the

environmental working groups guidelines and so and they all caused cancer.

And that.

I just pulled mine up too.

So there you go.

I'm in San Diego, so not much

so that was my, that was my aha moment.

And I, when I, and then my like, aha moment number two was when I learned

that contaminants do not boil out.

And so, let's just sit there for a minute and understand what that means.

So as a parent and as a homemaker, when that really like, hit home

for me, that's what it means to me.

I was like, think about all the mac and cheese you've made.

Think about all the pasta you've boiled.

Think about all the tea kettles you've put on for hot cocoa.

Think about all the stuff that you've done with boiled water and that we're

programmed to think that it's pure.

It is not.

These contaminants concentrate.

They do not dissipate.

The only thing that we're boiling out is bacteria.

You know, and so when you, when you, when that really hit home for me, I was

like, we got to talk about this, you know, because people just don't know.

And so I, that's why I like one of my key phrases is contaminants

don't boil out and it's imperative that you purify your drinking water.

Purify your cooking water and purify the water that you're

giving to your fur babies.

Like those three things are very important because the stuff that's in

our water is really really bad for us.

These forever chemicals, they're called forever chemicals

because they last forever.

They do not break down.

And they cause horrible things.

There's all kinds of direct correlations between forever chemicals and cancer

and bone disease and all, all kinds of things like hormone fluctuation, early

menopause, like, um, fertility issues.

I can go on and on with all the things that forever chemicals are linked to.

So as a society, it's so important that we're purifying our water

because not in my lifetime I am.

Well, we see the end to this in our, in our water supplies because it's

that big, it's that big a problem and, um, and the government doesn't want,

you know, the population to think that they can't drink the water, you know,

on this, on the EWG results for my area, like I said, I'm over, yeah,

12 that exceed the health guidelines.

Total of 22 contaminants, and it lists everything, and then the

multiple times that, how much that is above the guidelines that are set.

And what's interesting is there's most of these have no legal limits, even

though the first one here is like, can't even pronounce half of these things.

And that's partially, it's like, I got to learn what all these are, but they

all cause cancer basically at the end of

the

story,

they all cause cancer, and let's talk about the one that

I always like to talk about.

Chromium 6, right?

So, you know, everyone's heard of Aaron Brockovich.

That movie came out.

30 years ago about chromium six.

We are 30 years later and there's chromium six in our water it's in the

water of three out of four four americans and it's Bananas that it's still there

with all the fanfare all the the media attention She's still out there fighting

the good fight for water And then also fluoride, you know, it's being

spoken about a lot right now, which I'm glad that it's getting its awareness.

The only thing that removes fluoride from water is reverse osmosis, which is

AquaTru, which is what is in our AquaTru that makes it different from like a

pitcher filter or a fridge filter is that it, Um, our countertop units are compact.

You put tap water in the back and it purifies the water just like they purify

bottled water that they're selling to you.

It's basically going through that same process.

And our company is rooted in science.

So we're certified to remove 84 contaminants to NSF standards.

So we really spend the money.

to go out there and make sure that we're, um, we're going through the hoops

to make sure that we're a third party validated to remove the toxins that

we promise our customers that we are.

Got it.

And NSF.

Yeah.

I just looked up yet national sanitation foundation.

So they basically oversee.

What the whole thing, right?

Yeah, and so, you know, it's complicated.

The science of water is complex, and we, and, and it's really crooked.

You know, like all these plastic bottles that we're going or buying a plastic

bottle, they're filled with microplastics.

We just got certified to remove microplastics, so I'm very happy about

Wow, that's

And these microplastics, I mean, They're finding microplastics in, in

arteries, you know, they're, they're finding microplastics in, um, when

they're doing autopsies of people that had dementia in their brain, the more

microplastics that they're finding in people's brains, they're finding a

correlation between that and dementia and

saw that, that news.

Yeah, it's horrible.

I think what there's like a, I think Dr.

Savage, the doctor, he said, there's like a credit cards worth of plastic

every year in your bloodstream.

That cycles through.

I'm like, holy

Get, and not to be gross, but they're finding, they're finding

microplastics in like penile tissue.

It's affecting like, um, it's affecting like fertility.

There's all kinds of fertility issues.

And so there's just a host of bad stuff in our water.

And getting a little RO water purifier like Aquatru will just take

the guesswork out of it for you.

Like, purify your water.

So, RO is the big thing then.

And, because that's it, like, before, Legit, before AquaTru, I didn't know all

the science, and I'm learning a ton right now, but, like, just taste test, like,

from what I was doing before, which was a single filter from TAP, not RO, but,

you know, I thought I was doing a decent job, and then, like, just taste wise,

radically different, and I'm like, Okay.

What's happening.

And I've always heard good stuff about reverse osmosis.

So I'm curious, like, can you explain it a little bit more and why that's the thing?

Yeah.

Sure.

Let's, let's get into RO.

And, and so you typically, you know, reverse osmosis systems

are big whole house systems.

They cost a lot of money.

And what reverse osmosis does is the water goes through a membrane.

And pure water goes through the membrane and, and contaminated

water stays back on the other side.

So it separates.

It's purified water from the contaminated water.

And so that's the reverse osmosis process.

Um, at AquaTru we actually have a four stage process and so we, we put the

water through a couple other levels of filtration specifically so we

can make sure we remove things like forever chemicals and drug residue

and all this stuff that you wouldn't think is in your tap water but it is.

And that's not even, they're not even testing for

Didn't even say rocket fuel in like years.

I heard when I was doing research, I was like, what rocket fuel?

rocket fuel, antibiotics, birth control, antidepressants, I mean, the list is

really, and they're not, there's not even things in place to test for those

things, and we know that they're in our water supply, so, so, you know, we have

a real beautiful compact four stage reverse osmosis system where you basically

just put tap water in the back, it purifies it, you pour yourself a bottle.

beautiful cup of water and the taste is, I am obsessed with

aqua tru and I am that girl.

I am a water snob.

I go to restaurants, like I'll only drink water in glass bottles.

I won't, I pass on the ice because once you learn this

stuff, like you can't unlearn it.

Oh, that's a good point on the ice.

Cause I've noticed have a new, new fridge.

I just had to replace mine and it's a nice fridge, but I know it's not,

it's not being filtered with an RO.

It has a filter actually has.

Yeah.

One filter, but not enough.

And, uh, I was actually thinking about, yeah, when you go out in public, like

what's, what's the procedure there?

Because we can't bottle ourselves up in the house all the time.

So like, yeah, tell me what you suggest

So, I really think that, like, if you have to buy water outside of

the house, make sure you're buying filtered water in glass bottles.

And, uh, and also, if you can take your water with you, I

would take your water with you.

There's also, you know, AquaTru, we just launched our AquaTru Pro, like our

Enterprise, So we're taking our filtration and we have bottle filling station now.

Um, and you know, so, so for like high traffic areas, like literally just

launched, we could just got the units this past month because like you see these

You see these bottle filling stations and so everybody's got their Stanley

Cup and they're going to their bottle filler and they're filling it up, right?

And they think that that bottle filling station has been tested and

it's removing from contaminants.

So most of the commercial bottle filling station you see out there that you're

taking your Stanley Cup to, They're not tested and certified to NSF standards to

remove much else than chlorine and lead.

Those are the two things, but all this other stuff I'm talking about, they're

not certified to remove any of that.

So they haven't, the, the enterprise level of water hasn't spent the

money to go and certify their units.

And so there's a lot of smoke and mirrors out there in water.

So my recommendation is.

You can bottle your own water at home with an AquaTru.

It's very cost effective.

I mean, our units are just a couple hundred dollars.

And, um, Really long filter life.

And take it with you.

my whole family has, has water bottles.

My daughter goes to school with a pretty good size one for a little girl.

And, um, Yeah, because I've actually thought about those filters because I

like to see them, you know, when you're in the airport or even at her school,

they have one of those, I'm like, I guarantee they're not filtering that well.

And obviously there's no way to tell other than, I guess, some water test kit.

But like you're saying, there's no real tests out there anyway,

Well, I mean, you know, like they're just people, there are tests that

people can do to certify their water.

I mean, it's really expensive.

And so we've spent hundreds of thousands of dollars on certifying and doing third

party validation for our products here.

And so we're taking that consumer testing that we've done and we're

applying it to the enterprise space.

We're using the same filtration that's, that's really, um, specific to AquaTrue.

So I look forward to those getting in on the market.

And I think, like, one thing about, like, fridge filters, so

When you purify with pressure, it's a little better, like you

need pressure to purify water.

So fridge, fridge filters, like look, like if you're going to have some ice

out of your fridge, the most important thing is that you're buying a high

quality carbon filter for your fridge.

Don't go on Amazon, don't buy the cheapest one, make NSF standards because look,

like people like to have ice water, right?

And so, There's some things that you can do, but like, like taking

the shortcut isn't going to help you there, so do the research on the

fridge filter for your ice and make sure it's certified to NSF standards

and understand what it's taking out.

And then also, It's really important that you stay on top of your filter changes.

So with, not with AquaTrue, because we have the way our system works,

it lets you know there's a filter change, and then we also have like

a window of period that allows you to go out and replace the filter.

But with like a picture filter, for instance, This is what

really people don't understand.

When you don't change a pitcher filter on time, and there's no, nothing to tell

you, like it's time to change the filter, you're actually, like, if it gets, if that

filter gets absorbed with water, you're super dosing your water with contaminants.

I, that, I learned that because with the filtration of AquaTrue, there's still

water that is left in the reservoir, but it's, you guys are very clear and

say, do not consume that, dump it out.

Yes, like, yeah, yeah, for sure.

So there's a little bit of water left over, but I think it's really

important that this is such a big topic and it's so important for our kids.

Like we don't want our kids drinking fluoride water.

We don't want them, you know, with microplastics in their water.

Like if we can try and keep them without the toxic burden and free

from environmental toxins, it's really important as a society that we do so.

And that's why we're so.

Passionate at our company about what we do Yeah,

has been in the news, politics, and like, this isn't a political thing.

It's literally like it's, it's right here.

And definitely I urge everyone again, EWG.

org, just go type in your zip code, see what happens and learn some stuff.

My wife was frightened.

Yeah,

after you go through your results, scroll down because they will tell

you exactly like what different types of water filtration will remove those

contaminants from your water and you'll see see reverse osmosis, you know, so

that's why we're so proud to be, we're the first patented countertop RO system

and we have something for every family.

So we're, we're really proud of the impact that we're having on people's health.

It's great.

Yeah, no, I just scrolled down.

I'm like, Oh, yeah, a lot of checkboxes against R.

O.

There.

So awesome.

Helen.

Well, is there anything that, um, I felt like I should have asked you

that that we want to leave folks with?

And as you think of that, I just want to shout out, you know, definitely.

AquaTru is awesome.

You do have air doctors.

So the whole air purifying side of things, I don't really have

time to dive into all that.

Maybe you can give us a little scoop, but obviously these

contaminants are everywhere.

Um, but I'll, I'll have some links that you probably have seen or, or

dropping the show notes to, uh, you know, how to basically get this for

yourself, um, and, uh, ideal living is the company that, you know, kind

of basically makes all of these.

Awesome.

And yeah, I mean, I think as far as like big ideas and partnerships,

I just think that nothing.

Nothing replaces personal relationships, you know, and building relationships with

people is number one, you know and also really just being honest and and just

coming from a point and wanting to do good on the planet like that that's just

a really great place to start and then as it relates to ideal living and our

purpose Our mission is that everybody has the right to pure water and clean air.

And so that's what wakes us up every day.

And so if you're looking to, you know, learn more about non toxic

home, air purification, water purification, like I made, I said

earlier, like you can always find me.

Yeah.

Yeah.

Well, and you guys, you guys have your own obviously Instagram.

AquaTru does air doctor pro.

So you just check them out there.

Is there anywhere else they should go to learn more maybe on, uh, ideal living?

Like, are there sure?

There's all sorts of science out there too,

So, yeah, I mean, uh, we have all of our science on our, on our website.

So, at airdoctor.

com and at AquaTru.

com, like, we're very transparent about our science.

And then also, um, from the company standpoint, you can

check us out on LinkedIn.

Um, we're on all the socials.

And you can also find me at Helen Crestoni.

Awesome.

Well, thank you, Helen.

I appreciate it.

And, uh, I've learned a ton.

I can't wait to use some of those enterprise ones.

I want to see him in the wild, so

Oh, awesome.

Yeah.

Anytime.

Yeah.

If you're in LA, come through.

We have them all over the office.

So super nice to talk to you.

Yeah.

Joe, this was great.

All