Founder Spotlight: Bruce Wang on Building a Sustainable Energy Future with EcoFlow

Bruce Wang is the founder and CEO of EcoFlow, a sustainable energy solutions company that develops portable power stations, smart devices, and home energy systems. Since its founding in 2017, EcoFlow has launched industry-defining products like the RIVER and DELTA series, earning global recognition as a leader in clean energy technology. Today, EcoFlow is sold in more than 140 countries and regions, with a worldwide user base of over five million.

What inspired you to launch EcoFlow, and what specific challenges were you aiming to address?

Growing up along the desert’s edge, I saw firsthand how fragile the balance is between human activity and nature.

My hometown often faced the disruption of sandstorms during spring and autumn. To combat this, I still remember our teachers taking us outside to plant trees, hoping to stabilize the soil and create wind barriers. At the same time, coal burning from nearby mining operations covered our skies in grey smog.

Those experiences stuck with me and sparked my interest in renewable energy when I got to university. There, I learned that since the invention of the steam engine 200 years ago, we have already consumed half of the world’s fossil fuels. I also began to grasp just how serious climate change was becoming: beyond the grey skies of my hometown, human activity was causing widespread and serious environmental damage.

Around that same time, Tesla was showing that profits from higher-end electric cars could fund more affordable models and drive broader adoption of clean energy. Meanwhile, between 2007 and 2017, the price of lithium-ion batteries dropped dramatically, by about 90 percent. That was a tipping point in my mind. Renewable energy had finally reached a stage where it could be effectively applied at the consumer level.

I founded EcoFlow in 2017 with a simple, foundational belief: to create clean-energy solutions that help households around the world achieve real energy independence.

What has been the most surprising lesson you’ve learned as a founder?

The most important insight I’ve gained is how to learn and grow fast. My role as CEO at each stage of our development has been different—from managing tasks to managing teams, from solving problems individually to building robust systems. Initially, I enjoyed hands-on problem-solving, but now my priority is constructing efficient, scalable systems.

Constant learning ensures our company’s growth isn’t constrained and helps us remain the top player in the industry. Today, the rise of AI presents new challenges and opportunities, so I’m particularly focused on understanding and integrating these advancements at EcoFlow.

What makes EcoFlow’s approach different?

When we launched EcoFlow, many companies and investors saw our products as simply advanced power banks, with capacities around 300Wh to 500Wh. However, we envisioned these products as the foundation of comprehensive home energy storage solutions.

This fundamental perspective set us apart from other players. Our goal was to build a comprehensive energy ecosystem—including power generation, storage, distribution, and consumption.

We committed to this vision because we knew that fuel prices would no longer be as cheap as they used to be with the introduction and implementation of global net-zero plans. Prices will inevitably rise, and this is passed on to the consumer. What we offer is a solution for consumers looking to address these changes.

What was a pivotal moment in EcoFlow’s journey that shaped its trajectory?

EcoFlow faced its toughest challenges in 2019. Yet this difficult period became a catalyst to strive for growth and innovation to the fullest. That same year, we launched DELTA— a breakthrough product that reduced charging times dramatically, from over 10 hours down to just 1.6 hours. This significantly enhanced user experience and redefined the mobile energy storage industry.

Thanks to the extraordinary efforts and commitment of our team, EcoFlow has been the top-selling brand in mobile energy storage for three consecutive years through 2024 — leading in every metric, from revenue scale to market share to brand awareness.

Today, we’re entering the home energy storage market, which is larger and even more competitive. But with our proven track record and continued innovation, we’re confident in our ability to become a leader here as well.

If you could give one piece of advice to first-time entrepreneurs, what would it be?

I recently came to realize something I now refer to as the “trauma of entrepreneurship.” Often, when we face especially difficult challenges as entrepreneurs, we trick ourselves into believing they’re actually straightforward or simple. This kind of self-deception can ultimately hold us back. Looking back, I can honestly acknowledge that entrepreneurship is extremely difficult.

As engineers, methodology is the essential process that we use to approach and solve problems. Philosophically speaking, there are three layers to this process: ontology, which explores the nature and essence of reality; epistemology, which deals with our understanding of the world, including what we value and how we think; and methodology, which is essentially about how we execute and do things practically.

I strongly believe that while people might not change their core selves, we can always develop new skills and capabilities. Once I adjust my perspective on what my role demands, I commit myself to building those skills. It takes patience and persistence, but as long as I keep sight of my long-term goals, I know I’ll continue to grow.

What’s one book, podcast, or mentor that has had a profound impact on you as a leader?

One book I often revisit is The Way of Living by Kazuo Inamori, which pairs nicely with Stephen Covey’s The 7 Habits of Highly Effective People. Their core philosophies work across time periods and bridge Eastern and Western cultural perspectives.

What prompted EcoFlow’s partnership with HSG, and how has this collaboration advanced your company’s goals and mission?

HSG recognized significant growth potential in the consumer energy storage market, driven by rising demand for energy independence and advancements in the new energy industry.

Our team brings strong product innovation capabilities and technological drive, with extensive experience in mobile energy storage. HSG shares our long-term vision and commitment to advancing consumer energy storage solutions, and it was this aligned strategic outlook that sparked our partnership. HSG’s support has significantly accelerated EcoFlow’s R&D initiatives, enhanced our product offerings, and enabled us to explore a broader range of market applications.

How do you see your industry evolving over the next five years, and where does EcoFlow fit into that future?

In the next five years, both mobile and home energy storage markets will continue to grow rapidly. With improved technology and increased household adoption of photovoltaic systems, energy storage will transition from a backup solution to becoming a central “home energy hub.” Energy storage products are becoming smarter and more efficient, with applications spanning outdoor activities, work environments, and everyday home use. The market potential is enormous.