A Conversation with Lars Mourey
Lars Mourey is Founding Partner and COO of blu Intelligent Health Solutions, a Dubai-based company working across shower filtration, water softening and water-efficient shower solutions. Alongside Ahmed Elgibaly, Founding Partner and CEO, he has helped develop blu’s consumer and hospitality business.
In this conversation with The Arab Today, Lars explains why understanding the differences between water technologies matters, how businesses can communicate product benefits responsibly, and why customer trust depends on what happens after a purchase.
Understanding the Differences Between Water Technologies
The Arab Today: “Why should customers understand the difference between filtration, softening and water efficiency?”
Lars Mourey replied, “These terms are often used together, but they describe different functions. A customer should be able to understand what a product is designed to do before deciding whether it meets their needs.
Filtration uses a medium to address particular substances or particles in water. Water softening addresses hardness, which is associated mainly with dissolved calcium and magnesium. Water efficiency concerns how much water is used during a shower.
At blu, our Ionic Shower Head & Filter uses an NMC filtration medium. Our NXT LVL Shower Softener & Filter uses ion-exchange resin intended to address hardness minerals. They serve different purposes and can be used together where appropriate. The Ionic filter should not be described as a water softener.
Water-efficient shower solutions are another part of the conversation. Their suitability depends on the existing equipment, water pressure and the experience the user or property wants to achieve.”
Choosing the Right Shower-Water Solution
The Arab Today: “What should someone consider before choosing a shower-water product?”
Lars Mourey replied, “I would start with the issue the customer wants to address. Someone concerned about hardness may need a different solution from someone interested in filtration or reducing water use.
It is also important to look beyond the initial purchase. Is the product compatible with the existing shower? What maintenance does it need? Are there cartridges to replace, and what is involved in doing that? What conditions may affect its performance?
A clear explanation of those practical details helps customers compare options and understand what ownership will involve. It also gives them a more realistic basis for evaluating the product afterwards.”
Communicating Wellness Benefits Responsibly
The Arab Today: “How should companies communicate wellness-related benefits?”
Lars Mourey replied, “Companies should distinguish between what a product is designed to do, what has been tested, and what individual customers say they have experienced.
Customer feedback is valuable. It helps us understand what people notice and where we can improve. But an individual experience is not the same as clinical evidence, and a shower filter should not be presented as a medical treatment or a cure for hair loss without appropriate evidence.
The same principle applies to environmental claims. If we say a solution can reduce water use, we need to explain the conditions and assumptions behind that statement. Customers deserve information that is understandable and supported by evidence.”
Balancing Guest Experience and Water Efficiency in Hospitality
The Arab Today: “How does that approach apply to hotels?”
Lars Mourey replied, “A hotel has to consider the guest experience alongside water use, the energy required to heat water, maintenance and operating costs.
The starting point should be the property itself. Existing shower equipment, flow rates, pressure, occupancy and usage patterns all affect what may be possible. An assessment can establish a baseline and help the hotel evaluate a proposed configuration against its own requirements.
Where appropriate, a trial gives the engineering team an opportunity to check the installation, compare flow and gather feedback before a wider decision is made. Any savings calculation should explain the assumptions used, including water and energy costs and expected usage.
The objective is to give the hotel a practical basis for its decision. Results will vary between properties, so a headline percentage should never replace a property-specific assessment.”
Building Customer Trust Beyond the Sale
The Arab Today: “What does customer trust mean for you as a business leader?”
Lars Mourey replied, “Trust begins with clear information, but it has to continue after the sale. A customer may need help with installation, maintenance or a question that was not anticipated at the time of purchase. How we respond matters.
My role as COO includes connecting sales, operations and customer relationships. If the sales promise is clear but the service experience does not support it, the customer experiences that as one company falling short.
I want our teams to listen carefully, explain the products accurately and take responsibility when a customer needs support. That consistency is important whether we are speaking with a household, a hotel or a business partner.”
Expanding blu Into New Markets
The Arab Today: “How do you see blu developing in new markets?”
Lars Mourey replied, “We see opportunities to bring blu’s solutions to more customers, but expansion requires local understanding. Water conditions, customer expectations, product requirements and distribution arrangements can differ from one market to another.
Our partnership with Pattern is part of our ambition to develop opportunities in Europe and North America. As we explore those markets, the priorities remain practical: understand the customer, provide accurate product information, and support the experience after purchase.
For me, long-term growth depends on earning trust in each market, not simply making the product available there.”
To Learn More:
blu Intelligent Health Solutions: https://www.bludubai.com/
blu Hospitality and Business Solutions: https://www.bludubai.com/pages/business
Lars Mourey on LinkedIn
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