H2O Shift uses an innovative technology that enables water and air purification without chemicals or filters
H2O Shift is a startup company that joined the INCUBA StartupLab at INCUBA Navitas in April 2025. Its ambition is clear: to make chemical-free water purification a standard solution in Denmark and abroad as well as across industries, construction, and utilities. To support its goal, H2O Shift has developed a revolutionary technology, known as Power Pack, which enables efficient purification and optimisation of water without the use of chemicals, filters, or external energy.
“We are working to make chemical-free water treatment both accessible and reliable – for utility companies, in construction, industry, and many other areas,” says CEO and co-owner Jeppe Juul Sørensen, and adds:
“The move to INCUBA is an important step for us toward scaling, partnerships, and growth, and we have been able to benefit from INCUBA’s many opportunities from day one.”
Managing director Jeppe Juul Sørensen and CDMO Sofus Grum-Schwensen from H2O Shift at INCUBA Navitas
PowerPack purifies water without the use of chemicals
The PowerPack technology uses controlled electrostatic fields to alter the structure of water and enhance its ability to remove particles, minerals, and microorganisms. This means, among other things, that:
- Limescale remains dissolved, preventing buildup un surfaces
- The growth of biofilm and bacteria, including Legionella, is effectively limited
- Unwanted foreign particles are precipitated out
- Water quality is significantly improved without the use of chemicals
- Energy and maintenance costs are substantially reduced.
About the solution, Jeppe Julle Sørensen explains:
“In essence, we are doing what nature does – just more efficiently and in a more targeted way. And we do it without modifying the piping system, without electricity, without filters. It is a plug-and-play solution with very low operational complexity. What we most often hear at this stage is, ‘It sounds too good to be true.’ We completely understand that, and any new knowledge needs to be understood before it can gain traction. That applies to us as well, even though our documentation is very strong.”
Since the beginning of the year, H2O Shift has increased its focus on digitising the business and bringing its existing technology to market. So far, the PowerPack technology has been tested, trialed, or put into operation by, among others, several utility companies and hospitals, as well as several fully established companies, and it has delivered clear results. For instance, results frequently show up to a 100% reduction in chemical use and blowdown requirements in industrial cooling towers. The technology has also led to significant percentage reductions in bacteria and biofilm in public and hospital environments. Based on the strong results, H2O Shift is now actively working to scale the solution and is seeking investors who want to help bring the technology to national and international markets.
Jeppe Juul Sørensen, managing director of H2O Shift at Gin & Tech at INCUBA
H2O Shift chooses INCUBA for network and community
H2O Shift has chosen to establish itself at INCUBA primarily because of the network and strong sense of community. The startup’s team comes from other professional backgrounds, which makes access to a knowledge-sharing environment and extensive networking opportunities especially valuable.
“We now have the technology, real-world cases, and solid documentation. I have never seen potential like what we are looking at here. The interest is huge, and the market is moving in our direction, both from a regulatory and political standpoint. The next step is commercialisation and scaling, and this is where INCUBA plays a key role in activating networks of investors and advisors, which we are actively seeking right now,” says Jeppe Juul Sørensen, and adds:
“We look forward to meeting investors, advisors, and partners who can see the potential in building a new Danish export success in green technology.”