In this episode, Chris sits down with Troy Ellison of Cloacina to talk about what it takes to build infrastructure that works in the real world, not just on paper. Troy explains what membrane bioreactors (MBRs) are in a way that you and I can understand, then pulls back the curtain on why so many systems fail the people who have to run them.

A big theme here is end-user experience. Troy makes the case that operators have been ignored for too long, and that designing systems around spreadsheets instead of humans is why so many projects struggle.

We also get into scaling a manufacturing business, what it’s really like growing from a handful of people to well over a hundred, and the highs and lows of being in business with your family.

If you’re building something meant to last, whether that’s equipment, a team, or a company, there’s a lot in here worth sitting with.

In this episode, find out:

• What an MBR (membrane bioreactor) is, and why it’s become Cloacina’s core focus.
• Why Troy compares wastewater systems to race cars, and what happens when operators are handed something poorly designed.
• How prioritizing the operator changes everything from layout to long-term performance.
• What scaling a manufacturing business looks like when you’re buying equipment, hiring people, and fixing problems nonstop.
• Why Cloacina stopped listening to voices that slowed progress and focused on building the right team.
• How taking on single-point responsibility removes friction instead of adding risk.
• Where Troy sees the future of MBRs heading.

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Tweetable Quotes:

• “The Cloacina difference is the end user experience. We're hyper focused on that. It's all we care about at the end of the day.”
• “We were essentially building the airplane as it was on fire and falling out of the sky for many, many years.”
• “We are on a relentless pursuit for the perfect MBR. But the reason it's relentless is we will never get there; we will never achieve perfection. Perfection is the process, it's not a destination.”

Links & mentions:

• Cloacina - Troy Ellison’s company, focused on membrane bioreactor (MBR) wastewater treatment systems
• Cloacina Rentals - Rental MBRs for immediate wastewater treatment solutions
• Membrane Bioreactors (MBRs) - The core wastewater technology discussed throughout the episode
• Extreme Ownership - Leadership principle referenced (popularized by Jocko Willink)
• Jocko’s - The local bar that Troy references

Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty.

Mentioned in this episode:

Industrial Marketing Summit 2026

The Industrial Marketing Summit is the go-to gathering for marketers working in the manufacturing, engineering and industrial sectors. Built by Gorilla 76 and TREW Marketing, IMS delivers strategic insight, hands-on learning and true community.Whether you’re a team of one, or leading a scaled marketing department, you’ll walk away ready to market smarter, lead stronger and impact your business. Make sure to use the code "happy hour" at checkout for $100 off registration.

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