In the wellness world, water is everywhere in conversation but rarely examined deeply. People debate supplements, track sleep scores, optimize workouts. Yet the single highest-volume input into the human body—water—often goes unquestioned.

For Charlie Carlisle, that blind spot became an obsession.

Carlisle is the co-founder of Rora (RORA), a Colorado-based water filtration company building what he describes as a “Dyson-style” business in water—premium, design-forward systems backed by rigorous lab testing. But Rora didn’t begin as a branding exercise. It began with a problem that felt personal.

And uncomfortable.

A Baby’s Eczema and the Question No One Was Asking

Rora’s origin story isn’t rooted in trend forecasting. It started when Carlisle’s co-founder, Brian, became a father. Shortly after birth, his daughter developed eczema that wouldn’t clear.

They tried everything—creams, different fabrics, dietary changes.

Nothing worked.

Then they installed a simple filter on her bathing water.

Her skin began clearing.

That shift triggered a deeper inquiry: If water could impact skin that dramatically, what else were people missing? And why wasn’t water being examined with the same scrutiny as food or supplements?

Instead of rushing to market, Carlisle and Brian spent six months immersed in research. They brought in industry advisers, studied filtration technologies, and analyzed where the water industry was overpromising and under-delivering.

What they found was an industry saturated with plastic systems, aggressive marketing claims, and limited transparency.

Rora would be built differently.

The Real Health Lever: Volume and Bioaccumulation

Carlisle frames water through one key lens: quantity.

The average person consumes between half a gallon and a gallon of water per day. No supplement, no smoothie, no functional food comes close in volume. Which means small exposures—repeated daily—compound.

He emphasizes contaminants that bioaccumulate and are difficult to remove once inside the body:

• Lead

• PFAS, often referred to as “forever chemicals”

• Microplastics

Particularly for children, developmental risk raises the stakes.

For Rora, filtration isn’t about trend-based features. It’s about reducing meaningful exposure to measurable contaminants, validated down to parts per billion or trillion.

The Mineral Mistake Most People Don’t Know About

While many biohacking conversations focus on structured water or hydrogen water, Carlisle takes a more grounded approach: focus on what can be measured.

One overlooked factor, he says, is mineral content.

Reverse osmosis systems can strip water down to near-zero content, leaving it functionally distilled. While effective at removing contaminants, fully demineralized water—if not remineralized—can have unintended consequences, potentially impacting the body’s mineral balance over time.

Rora’s countertop system was intentionally designed to preserve beneficial mineral content while removing harmful contaminants.

The logic is simple: health optimization isn’t only about removing what’s harmful. It’s also about retaining what’s essential.

And on a practical level, minerals improve taste. Many premium bottled waters are prized specifically for their mineral richness.

Design as Strategy, Not Decoration

Carlisle describes Rora as a “Dyson-style” water company for a reason.

Historically, filtration systems have prioritized function over form—or claimed function without validation. Rora’s approach is to integrate both:

• Stainless steel construction instead of plastic

• Extensive third-party lab testing

• Publicly available data

• Products designed to live on a countertop without feeling industrial

Their flagship product is a 2.5-gallon gravity-fed stainless steel system inspired by legacy designs but refined for modern homes. The use of high-end stainless steel isn’t aesthetic vanity—it reduces plastic exposure and is designed to last for years, reducing waste over time.

Scaling that level of quality is operationally harder. Supply chains become more complex. Manufacturing tolerances tighten. But for Carlisle, difficulty is not a deterrent.

It’s a filter.

The Entrepreneurial Thread: Obsession Over Opportunity

Carlisle’s entrepreneurial instincts began early. As a child, he ran small businesses—pet care, car detailing—while watching his mother and stepfather build companies of their own. Entrepreneurship wasn’t theoretical. It was modeled.

In college, he studied finance at the University of Denver, expecting to follow the conventional investment banking route. After experiencing that environment firsthand, he realized it wasn’t aligned.

Rather than forcing a prestigious path, he leaned into startups and building.

His advice for aspiring founders is direct:

• Work on something you can obsess over for at least five years.

• Don’t chase money alone. Burnout follows misalignment.

• Avoid glorifying the solo founder narrative.

Rora is built in partnership with Brian, someone Carlisle has worked with for nearly a decade across ventures. Their skills are complementary—Carlisle oversees the tangible world of engineering, design, supply chain, and fulfillment, while Brian leads digital presence, marketing, and revenue strategy.

Trust first. Complement second.

Using Discomfort as a Tool

When asked what living an unconventional life means to him, Carlisle answers without hesitation: using discomfort as a tool.

Entrepreneurship, especially product-based entrepreneurship, involves seasons of friction. Rora’s launch cycle—spanning months of scaling, polishing, and troubleshooting—required sustained intensity with minimal margin.

The key, he says, is anticipation. Expect the friction. Prepare for it.

Then take deliberate breaks.

After one intense scale cycle, Carlisle unplugged for a 10-day backcountry ski trip in Italy. Hard reset. No half-measures.

Grinding without recovery isn’t discipline. It’s erosion.

Discomfort builds capacity—but only if you manage it intentionally.

The 24-Hour Test for Any Idea

Before closing, Carlisle offers a framework for anyone sitting on an idea.

Can you put in 24 cumulative hours of research within a week?

Not scrolling. Not fantasizing. Actual reading, synthesizing, prototyping.

If you can sustain that level of interest and still care, that’s a signal.

If not, the idea may be more ego than obsession.

For Carlisle, building Rora wasn’t a flash of inspiration. It was sustained curiosity applied to a real-world problem.

Where Rora Is Now

Rora currently offers:

• A stainless steel countertop filtration system

• A filtered showerhead

Over the next 24 months, additional product platforms are planned, all designed around the same principles: measurable performance, mineral preservation, durable materials, and radical transparency.

The company’s growth has been accelerated by partnerships within the health and wellness space, reinforcing credibility and expanding awareness—but Carlisle is clear that they are still early in the journey.

Giveaway: The Rora Home Outfitter Upgrade

One lucky Unconventional Life listener will receive:

• 1 Rora Countertop Filtration System

• Filtered showerheads