Benjamin Fix and Greg Reinecker started a business to appeal to the next generation.

About a decade ago, plumbing-industry veteran Benjamin Fix was tasked with creating a bathroom collection for the next generation of consumers — at the time, millennials. 

As Fix considered what might resonate with young shoppers, a few problems became apparent. Most millennials were renters, not homeowners who could make permanent changes to their bathrooms. Additionally, the plumbing industry’s “antiquated” messaging didn’t appeal to them, and the products themselves lacked imagination. 

“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.”

If the plumbing industry was going to successfully cater to young consumers, its products needed to evolve. And, though Gen Z is now the newest set of shoppers on the scene, an interest in fun, colorful designs remains consistent. 

Fix teamed up with his former colleague, Greg Reinecker, who became a co-founder and product designer at their business: sproos!, a renter-friendly, direct-to-consumer home and bath brand. 

Fix’s partner Cecile Scius also joined the effort as the company’s manager of customer success and community lead.

Sproos! officially launched in November 2022 after the co-founders raised about $250,000 from professional contacts and friends, and it has been growing since. 

9 million in revenue in 2025 and is on track to cross the $10 million mark this year. It also boasts about 35,000 active subscribers receiving its shower filtration cartridges (roughly 70% of new customers opt in) and a monthly churn rate under 3%.

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