Episode 83: Stopping Microplastics at the Source

In this episode of Marketing Moves, we sat down with Max Pennington, CEO and Co-Founder of CLEANR. Max shares how an internship at P&G and an entrepreneurial drive from Case Western Reserve University sparked his mission to tackle microplastic pollution. With most microplastics coming straight from our washing machines, Max and his team developed a vortex-based filter that captures over 90% of microplastics before they reach waterways. He talks about the product’s nature-inspired design process, early engineering hurdles, and a go-to-market strategy focused on universities and long-term B2B goals. Max also dives into brand storytelling, upcoming regulatory pushes in the US and EU, and how CLEANR’s vision extends from everyday households to hospitals and hotels. If you’re passionate about sustainability and real-world tech innovation, this episode is a must-listen.

Microplastics are quietly invading our ecosystems, our homes—and even our bodies. But what if the solution started right in your laundry room? In a recent episode of Marketing Moves, host Ashtyn Morris sat down with Max Pennington, CEO and Co-Founder of CLEANR, a Cleveland-based startup on a mission to eliminate microplastics at the source. What started as a prototype at Case Western Reserve University’s think[box] is now a category-defining innovation capturing over 90% of laundry-sourced microplastics. Here’s how CLEANR is disrupting the status quo—with science, sustainability, and smart branding.

Max’s journey into sustainability began not in a lab, but during an internship at P&G where he realized the limitations of current packaging assessments. This curiosity led him down the rabbit hole of plastic pollution and ultimately to one staggering fact: washing machines are the #1 source of microplastics in our waterways.

Armed with an engineering background from Case Western and a drive to solve the invisible pollution crisis, Max co-founded CLEANR with classmates Chip Miller and David Dillman. What followed was years of prototyping, late nights, and even a few flooded apartments—all in pursuit of an effortless, effective filter for everyday washing machines.

Microplastics are tiny plastic particles less than 5mm in diameter. They come from synthetic clothing—like polyester, nylon, and even dry-fit gym wear—that sheds microfibers during every wash cycle. Once released into wastewater, they bypass filtration systems and wind up in oceans, drinking water, soil, and yes—even the human body.

From the peaks of Mount Everest to the placentas of unborn babies, microplastics are everywhere. One frequently cited stat suggests the average person consumes a credit card’s worth of plastic per week—though, as Max notes, newer research shows we may even have a spoonful of microplastics in our brains.

The CLEANR filter installs externally on any standard washing machine and uses patented vortex technology inspired by manta rays and basking sharks. These marine animals filter massive volumes of water without clogging—something Max and his team mimicked to ensure their filter could handle lint, sand, grease, and hair without compromising efficiency.

With over 90% of microplastics captured, CLEANR doesn’t just block pollutants—it empowers consumers with data. Their connected app estimates how many loads you’ve done, when to change the filter, and even how many "credit cards worth" of microplastics you’ve kept out of the water.

What makes CLEANR stand out isn’t just the tech; it’s the brand’s intentionality. From its calming, minimalistic design that resembles a countertop coffee machine to its non-fear-based messaging, CLEANR strikes a delicate balance between urgency and optimism.

“We really try to stay more matter of fact than fear mongering,” Max explains. “It’s about showing the facts and helping people feel empowered to take action.”

To build awareness in an emerging space, the CLEANR team leaned into founder-led marketing, national press coverage (Forbes, Inc., The Guardian), earned influencer partnerships, and university pilot programs. So far, installations at Case Western Reserve University, the University of Akron, and the University of South Alabama are removing an estimated 5,600 credit cards worth of microplastics per 100 filters per year.

CLEANR’s launch was timed to Earth Day and further amplified during Plastic-Free July—perfect opportunities for education, storytelling, and customer acquisition. While the company is currently selling direct-to-consumer via their website (at $299 for the filter and $24.99 for a 20-pack of replacement pods), their long-term strategy is B2B, aiming to integrate CLEANR tech directly into washing machines through manufacturer partnerships.

And it’s working. “There aren’t really any working microplastic filters available in the U.S. right now,” Max said. “We’re not just building a product—we’re building the category.”

Looking ahead, CLEANR is expanding into the hospitality and healthcare sectors while also exploring home water filtration for incoming microplastics. Their goal? A world where microplastic filtration is as common—and as simple—as cleaning a lint trap.

When asked where he hopes to be in a year, Max didn’t hesitate: “I want our filter integrated inside every new washing machine. That’s when real change happens.”

Microplastic pollution is one of the most daunting environmental challenges of our time—largely because it’s hidden in plain sight. But CLEANR’s story shows that tackling even the most invisible problems can start with simple, tangible changes right at home.

By blending cutting-edge engineering, nature-inspired design, and thoughtful brand storytelling, CLEANR isn’t just selling a product—they’re sparking a movement. They’re making it easier for individuals, universities, and soon entire industries to take meaningful action against microplastic pollution.

As Max and his team continue to scale, from pioneering external filters to embedding this technology inside washing machines themselves, they’re redefining what sustainable living can look like. And they’re proving that when innovation meets purpose, the impact doesn’t just add up—it multiplies.

So the next time you throw a load of laundry in the wash, imagine a future where each cycle protects our lakes, oceans, and bodies from plastic. Thanks to CLEANR, that future isn’t as far off as it once seemed—and we all have a chance to be part of it.