In this week’s Startup Spotlight, Steve Waddell, President & CEO of Nasoni discusses how Nasoni is developing smart bathroom fixtures that go beyond functionality—offering features like motion control and health monitoring to empower users of all ages to take charge of their well-being. Steve discusses how his past work solving problems for the Navy has brought him into solving his own problem—turning frustration into opportunity. The result? A company that’s redefining wellness in the bathroom.
Q1: Could you tell us a little bit about your company?
At Nasoni, we’re reimagining the bathroom as a center for health and wellness. Backed by over $5 million in government grants, we’re developing smart bathroom fixtures that go beyond functionality—offering features like motion control and health monitoring to empower users of all ages to take charge of their well-being. Our mission is clear: to enhance lives by making the bathroom a center for personalized wellness, designed to promote independence and improve quality of life. With each innovation, we’re creating a future where health and wellness are seamlessly integrated into the routines of everyday life, right from the bathroom.
Q2: What inspired you to start your own company?
The idea came from a simple frustration—rinsing after brushing my teeth felt inefficient. With a background in building world-class aircraft carriers and inspired by “Shark Tank,” I decided to tackle this problem myself when big faucet companies wouldn’t.
Q3: What previous experiences influence your role today?
I spent 25 years engineering nuclear-powered aircraft carriers and 11 years as Vice President of my wife’s company, Reed Integration, helping it grow into a multi-million-dollar business. I’m also a Certified Project Management Professional (PMP) and a Toastmaster. These experiences have given me the skills to lead Nasoni with confidence and innovation.
Q4: What are the biggest challenges you’ve encountered as a startup founder this far, and how did you overcome them?
We faced a 25% tariff on Chinese imports that wiped out our $50,000 marketing budget, followed by COVID-19, which tanked consumer interest in bathroom fixtures. These obstacles forced us to pivot from a hardware company to a software-focused business. We reimagined our faucets with smart technology like motion control, turning setbacks into opportunities. These challenges taught us resilience and the importance of innovation in redefining what’s possible.
Q5: Do you have any mentors or role models who have inspired you while you have been building your business?
Absolutely. My wife, Becky Reed, has been an incredible source of inspiration throughout this journey. Watching her build Reed Integration into an award-winning company has given me invaluable insights—not just in leadership and accounting, but in every nuanced aspect of growing a business. From navigating the challenges of scaling to making strategic decisions that drive long-term success, Becky’s experience has profoundly shaped my approach. Her resilience, vision, and dedication have been a masterclass in what it takes to build a thriving, impactful business.
Q6: What advice would you give to aspiring entrepreneurs and future startup founders based on your own experiences and lessons learned?
Start with WHO, not WHY. Focus on who you’re serving, let the process guide you, and create a meaningful impact. I share these insights in my book, Valuepreneurs, which has won 19 awards and is used in classrooms to inspire future entrepreneurs.
Success isn’t about a single idea—it’s about resilience, dedication, and delivering value to your audience.
📺 Watch Steve’s TEDx Talk: Start With WHO