Carbon Reform
Carbon Reform was founded by Jo Norris and Nick Martin in early 2020.
Both leaders are 2023 Forbes 30 Under 30 honorees.
Their team of engineers, scientists, and creatives are dedicated to democratizing access to carbon removal solutions, decreasing building energy costs, and improving indoor air quality. Jo uses her art and science background to bring novel products from concept to reality. She led R&D at a company building aquatic robots for surface water remediation, and she spent several years researching biodegradable materials for detecting and filtering heavy metalsNick brings experience in research, consulting, team building, technology leadership across the themes of energy innovation, education, and access to his role as co-founder and COO at Carbon Reform. His background is in chemical engineering, solar energy, and biofuels.
Carbon Reform is revolutionizing the way we think about indoor spaces by developing modular carbon capture devices that clean the air, reduce energy use, and transform carbon dioxide into usable materials.
When you think of pollution, your mind probably drifts to smokestacks, highways, or oil rigs. But there’s a silent culprit we often overlook: the buildings we live and work in. Carbon Reform, co-founded by Jo Norris and Nick Martin, is tackling this problem head-on with a solution that promises cleaner air both inside and outside buildings. They’re not just making the air fresher; they’re transforming the way we think about the built environment. And guess what? They’re doing it with style.
“Most people don’t realize that the built environment contributes to about 40% of global greenhouse gasses,” says Nick Martin, COO of Carbon Reform. These emissions come from everything involved in constructing, maintaining and operating buildings. Worse, the air inside can be even more dangerous to human health than what’s outside. “We spend about 90% of our time indoors,” adds Jo Norris, CEO of Carbon Reform, “and the indoor air is often filled with pollutants that make us sick.”
It’s a harsh reality, especially for those in underserved communities. From volatile organic compounds (VOCs) that come off our furniture to the CO2 emitted from our breath, we’re living in environments that are contributing to both climate change and poor health. Norris and Martin recognized that buildings—often forgotten in conversations about emissions—are ripe for innovation.
At the core of Carbon Reform’s vision is a simple but powerful retrofit—a modular device that integrates seamlessly into HVAC systems, purifying the air we breathe while slashing energy costs. “Our tech isn’t just about removing carbon dioxide,” Jo explains. “It’s also cleaning out VOCs, dust, pollen, and even viruses. We’re talking about an all-in-one solution for healthier indoor air.”
Their technology doesn’t just clean the air; it saves energy. By scrubbing CO2 from the air inside buildings, their system reduces the need for constant heating or cooling, cutting down energy use in a way that’s both clever and efficient. "It’s like having a superhero in your HVAC system," Nick jokes. And if saving energy and boosting air quality wasn’t cool enough, their system turns captured CO2 into limestone, a product that can be used in construction. "Imagine a future where buildings are literally built from captured carbon," Nick says with a grin.
Carbon Reform’s vision has them thinking about the entire lifecycle of buildings. Limestone can be used in concrete mixes or even in carpet tiles for future renovations. “It’s about creating a circular economy,” Jo emphasizes. “We’re not just removing carbon; we’re turning it into something that can be reused.”
With a technology heavy product, accessible design is key to achieving success. “Design is crucial,” Jo explains. “Our device needs to work well, but it also has to look good. No one wants an eyesore in their space.” Carbon Reform is planning to offer custom-branded versions of their carbon capsule, making it a point of pride for businesses looking to showcase their green credentials. “We want it to be something people show off,” Nick adds. “They should be able to say, ‘Hey, we’re cleaning the air in here, and saving energy while we’re at it.’” Allelo Design and In-House Intl, the companies behind the ShiftMakers series, provides services to founders looking to maximize impact through their customer experience and branding.
Design is not just about visual appeal. Design in climate tech needs to account for how individuals interact with and maintain these devices over time, Nick highlights, “it’s about creating systems that work effectively for a variety of users, from building managers to maintenance teams.” By prioritizing design that makes their technology both easy to use and easy to maintain, Carbon Reform is building a model that can scale, ensuring that as the demand for clean air solutions grows, so does the satisfaction of those using them.
Carbon Reform’s technology sounds like it belongs in a sci-fi movie, but Jo and Nick are deeply focused on making sure it’s accessible to everyone, especially underserved communities. “Buildings in low-income areas often have the worst air quality,” Jo notes. “But these are the areas that can benefit most from cleaner air and lower energy bills.”
Their commitment to making a social impact extends to schools, where poor air quality has been linked to lower student performance. “There’s some fascinating data showing that indoor air quality can affect a student’s success as much as their GPA,” says Nick. By bringing their tech into these spaces, Carbon Reform isn’t just saving energy; they’re helping create healthier, more productive environments for future generations.
The future that Carbon Reform envisions is one where clean air isn’t a luxury but a standard. "If all my wildest dreams came true, we wouldn’t be the only ones in this space," Jo says. "We need more companies working on climate tech if we’re going to make real progress." As climate change continues to shape our world, it will take a collective effort from innovators, governments, nonprofits, and everyday people to ensure that the air we breathe is clean and the planet we live on is sustainable.
For Investors: Reach out to learn more about how you can support or partner with them on their mission to decarbonize the built environment. https://www.carbonreform.com/
For Founders: Consider how your technology might complement Carbon Reform’s technology for enhanced impact or partnership opportunities.
To elevate your own brand or product design, reach out to shiftmakers@allelodesign.com.
For General Supporters: Advocate for cleaner air by promoting their technology within your community, sharing the story, or simply chatting with others about improving air quality in the built environment.