Philippe Bijnens, CEO and Founder of Heau had this exact thought, and feeling frustrated that this was still an issue that hadn’t been solved, set out to find a fix: “I was in the shower and had to wait for hot water, and I was frustrated. I thought ‘why is it so hard to solve this?’”

“I’ve always wanted to be an entrepreneur. I really admire people who build things and who create things. So, like a real startup, I started in my basement with making small things, and trying them out,” Bijnens recalled the founding moments of Heau.

“I contacted an old study friend of mine, and I said, Alexander [Gowie, Co-Founder], I have an idea, and I think we can solve it in some way. We quit our jobs, and we focused on the startup. It was going to be hard; it was going to be tough, but we kept on going.”

Not only is convenience a top priority, but so is sustainability. Bijnens explained: “I really believe in sustainability. I believe it's one of the major problems of this generation, and for me, it was essential to contribute to the solution.

“What I realised with sustainability, is often you have to give up comfort. For us, we wanted to not only be sustainable, but also for the user to be more comfortable, so that you have a win-win. That’s the moment we could create real impact and have real value for people.”

How does it work?

Currently, the moment you turn on a tap, you have to wait for the hot water, as the cold water is already sitting in the pipes.

Explaining the way Heau’s system works, Bijnens said: “The Heau system offers a smart solution to an everyday problem; it operates entirely on basic physical principles, without any electronics. It works by redirecting the cold water from the pipes into the Heau storage. This storage holds the cold water and uses a flexible membrane to push out the hot water stored from the previous shower session. The shower starts at the desired temperature, without having to wait for it to warm up. Once hot water from the boiler arrives, the patented Heau valve detects the temperature change mechanically within a second and makes a switch. It now combines the stored cold water with the fresh hot water from the boiler, providing a constant water temperature along the cycle giving optimal comfort. This process also allows the system to recharge itself, refilling with hot water at 55°C, ready for the next use.”

The system stores this saved hot water for up to three days, ensuring a pleasant, well heated start to every shower.

Getting into hot water

The road to success is filled with challenges, especially when solving a problem that everyone experiences, yet no one has solved.

“We pivoted quite a lot,” Bijnens mentioned. “Initially, the technology didn’t work. Then, the system didn’t work long enough. Next, the system needed to have sufficiently high pressure. Then leakages and many other technical problems occurred.

“At first, we made the original retrofit model, because we wanted to have easy access to all the components. We went to a wholesalers, and they thought our ideal profile was more of a high-end product, so we could introduce it to the market at a more premium price. However, they said that a premium market would want it more slim and small. They liked the design of the valve, but for the premium market, we had to make it more sleek. We shifted completely and made the technology available in the wall. People were enthusiastic, however some new feedback popped up: ‘What if we want to combine it with another brand of shower hose?’ So, we redesigned it and made it more universally applicable.”

He explained: “There was a realisation at a certain moment that we aren’t a shower company, we’re a technology company, that is our strength and our goal.

“We are still focused on sustainability and it’s at the heart of the company and why we do it, but we noticed sustainability is a lot harder to sell than comfort. When we talk to people, we now emphasise the comfort and experience, rather than sustainability.”

Soaking up success

On the flip side, inventing something that hasn’t been done before can come with a multitude of highlights.

Bijnens beamed: “A highlight is that we won the iF DESIGN Awards, which is a big recognition for design. We received some grants and funding from business angels who are in the field of sanitary and bathrooms.

“Currently there are four big players who are really interested in distributing our product. For me personally, it was really validating that we had this appreciation from the industry.”

The successful developments in the creation of the product is another big highlight. He explained: “We’ve tested our technology with a lot of sensors at Delft University of Technology in the Netherlands that gave us their testing facilities. This has been very valuable for us, as well as the feedback from people who already have it at home.”

Steaming ahead

The future, and this year in particular, is looking squeaky clean for Heau. Its technology is due to be released early this year. To begin, its distribution will be in Belgium, where the startup itself is based. Past then, it wants to roll out its technology further across the globe.

Heau doesn’t see its technology stopping at showers. In the future, we may see Heau’s technology be rolled out to other uses, like in hospitals and kitchens. Really, anywhere where you have to wait for hot water.

Bijnens said: “We started with showers, because we saw that as the easiest way to the market, but we see the potential in many more applications.”

Looking even further ahead, he mentioned: “After this year, we see more expansion, collaborations, and partnerships. But for now, we want to focus on our home region, because that’s where we can be most flexible.”

The impact that Heau will have on not only on minimising water waste, but a user’s lifestyle and comfort at the same time, will be an exciting one to witness as the technology is rolled out. It all goes to show that you don’t need to sacrifice comfort for sustainability.

This article originally appeared in the January/February 2025 issue of Startups Magazine. Click here to subscribe