In the evolving water industry, where health and wellness trends are constantly shifting, few names resonate as strongly as John Thompson, Founder & CEO of Designer Water. With a passion for promoting wellness and a keen sense of entrepreneurship, Thompson has built a thriving business, making a remarkable impact on the communities it serves. Thompson’s own personal struggle with constant illness enabled him to identify the benefits of alkaline water and transform his life. This experience pushed him to build Designer Water to educate others about healthy choices and offer premium water products.
Empowering Health and Opportunity
John founded Designer Water in 2013 with a profound belief: better health and the dignity that comes with it should be accessible to all, not just a privileged few. He believed that hydration is a small daily choice that has a significant impact on overall well-being. Designer Water is more than just a premium water; it is a platform that combines high-quality hydration with a community distribution model. This innovative approach empowers ordinary South Africans to build a business, creating opportunities for growth and personal development.
Building Trust and Overcoming Challenges
Thompson faced significant challenges, including educating consumers about the benefits of Alkaline water and building trust in the brand. To overcome these challenges, Designer Water adopted a transparent process and maintained consistent quality. The company also tackled the challenge of last-mile distribution in South Africa’s diverse geography by building a tiered network with Master Distributors and Waterpreneurs. This model enabled the product to reach deep into communities, beyond traditional storefronts. To make premium hydration more accessible, Designer Water launched PureSafe, a value-conscious bottled water that maintains the highest industry safety and quality standards. Through these challenges, Thompson stuck to core principles: tell the truth, do not cut corners, and design the business so partners win together.
Cultivating Accountability and Innovation
Thompson builds an ideal culture by prioritizing character in his hiring process and providing ongoing training for skills development. Every team member is responsible for a metric they can influence, fostering ownership and accountability. The company maintains tight feedback loops through daily factory huddles and weekly check-ins with Master Distributors. Thompson recognizes real performance with specifics. He also prioritizes his own learning, reading extensively, and working with a selected group of coaches to continually improve. By setting clear expectations and providing support, Thompson empowers his team to take ownership and drive improvement.
Daily Rituals for Resilience and Clarity
Thompson starts mornings with a run, which he finds to be an ideal time for thinking and reflection. With his schedule permitting, he also incorporates golf practice into his routines. Thompson prioritizes meditation and prayer, aiming to begin each day without his phone. His breakfast is always clean and aligned with his DNA results and blood work. Thompson keeps his evenings slower; he reads, takes Tranquil Mind, does a short meditation, and does his best to avoid TV after 9 pm. These guardrails keep him steady in volatile weeks.
Guiding Lesson: The Power of Character
For Thompson, one guiding principle has stood the test of time: character compounds. He believes that while strategies change and markets shift, the person you are under pressure ultimately decides the long-term outcome. Thompson strives to keep promises, be candid even when it is tough, and work with people who share the same values.
The Key Differentiators
Designer Water distinguishes itself through its commitment to product integrity. The company focuses on repeatability, ensuring every bottle delivers a clean and consistent taste. It is also dedicated to responsible packaging design. The company is moving toward premium, label-light packaging with lighter PET to reduce waste while keeping a quality look and feel.
Unlike many brands that focus solely on securing shelf space, Designer Water invests in shared success through its inclusive distribution model. By empowering local entrepreneurs with margin and practical know-how, the company creates opportunities for growth and development.
Measuring Success: Remarkable Growth
Designer Water has made significant strides in its journey, marked by notable milestones. The company established a network of 177 Master Distributors and bulk buyers. In the past three years, Designer Water has sold more than 49 million bottles and expanded its reach with over 300 new Waterpreneurs joining every month.
Training never stops here. Thompson and his team actively lead training sessions. The company has already introduced dashboards for Master Distributors and is now exploring simple, privacy-safe tools for Waterpreneurs. Designer Water is exporting its products in several countries, including Namibia, Angola, Lesotho, and Eswatini, with intermittent shipments to Mozambique, Zambia, Zimbabwe, Botswana, and Dubai.
For Thompson, the most rewarding part of this journey is seeing lives change. He has witnessed Waterpreneurs start their business as a side income and end up leading teams, paying school fees, and becoming anchors in their communities.
Future Vision: Five-Year Outlook
Designer Water aims to grow with discipline. The company will work to maintain its premium positioning while leveraging PureSafe to reach more consumers. It is also considering introducing a sparkling water line.
Designer Water is further committed to improving packaging and operations, using lighter materials and clear design, and maintaining visibility for Master Distributors. The company also plans to pilot simple scorecards for Waterpreneurs.
Evolving Consumer Demands
Consumers are seeking functional products without sugar with simple, trustworthy science. Fair pricing has also become a key consideration. According to Thompson’s observations, brands that earn trust through proof and consistency are likely to succeed in this evolving market. Designer Water’s dual-brand strategy is designed to meet these changing demands