Brett Yanofsky is the ROCK Water founder, and the short version of why ROCK exists is simple. He could not find a water brand he actually connected with. Plastic felt off. Glass did not make sense everywhere. Most canned options did not reflect how he lives. So he built ROCK, here in Scottsdale, Arizona, in July 2025. This is the longer version: who Brett is, what he set out to make, and what ROCK looks like today.
Who is Brett Yanofsky, the ROCK Water founder
Brett is from Scottsdale. He went to school in the Scottsdale Unified School District and stayed close to home for college, earning a Bachelor of Science in Finance from Arizona State University in May 2025. At ASU he was President of the Real Estate Club, won the E-Seed Challenge, made the Dean's List and received the True Gentleman Scholarship.
He also worked as a golf attendant at Silverleaf Club in Scottsdale. That kind of job teaches you a lot about people, about showing up early and about what a cold drink means on a long day outside in the Valley.
Brett describes himself as an athlete, a traveler and a creator. Health, time and connection matter to him. In his own summary, he is drawn to ideas that challenge the norm and believes in building things that matter. ROCK is the first of those ideas to make it into a can.
The water he could not find
Most brand stories start with a market. This one started with a fridge. Brett kept looking for a water that fit his day, from a morning workout to a long drive across town to an evening with friends, and nothing quite matched.
- Plastic felt off. It did not line up with how he wanted to live or what he wanted to leave behind.
- Glass did not make sense everywhere. It is heavy and it does not belong at the pool or on the trail.
- Most canned options did not feel like him. The can was right. The brands were not.
So the brief for ROCK was clear from day one. Good water. A can. A brand people would actually want to be seen with. You can read the story in his words on our Our Story page.
What ROCK is today
ROCK is natural spring water with minerals and electrolytes. It has 0 sugar, 0 calories and nothing artificial, and it comes in a 12oz aluminum can. Aluminum is infinitely recyclable, and ROCK will never be sold in plastic. 1% of sales go to environmental causes through 1% for the Planet.
The tagline is Fuel for life. The anchor line is Build Your Life On A Solid Foundation. Both come from the same place. Water is the most basic thing you put in your body every day, and the people behind ROCK think it deserves the same attention as the rest of how you live. One line sums it up well: "Nothing is more basic to the quality of life than the quality of the water you drink."
If you are curious about the electrolyte side of things, we explained it in plain words in electrolyte water in Phoenix, explained simply.
Founder-led, from Scottsdale out
ROCK is still a founder-led company. Brett personally sells to and delivers for local accounts across the Phoenix area, from Scottsdale and Paradise Valley to Tempe and Downtown Phoenix. That is not a marketing line. It is how the brand learns what people actually want, one conversation and one case at a time.
It also shapes how ROCK shows up for businesses. Offices, cafes, gyms and golf clubs can set up monthly delivery, and owners can text Brett directly. We covered the office side in what to stock in a Scottsdale office fridge.
Brett's vision for ROCK goes past the can. In his words: "I want to build a movement where drinking water feels as connected to your identity and lifestyle as the clothes you wear and the community you're part of." His broader mission line is just as direct: "On a mission to improve millions of lives through products, communities, and experiences."
How to get ROCK at home
A 12-pack of ROCK is $34 one time, or you can subscribe and save 30%, which brings it to $23.80 a 12-pack. Deliveries come every 2 weeks, every month or every 2 months, and you can skip, pause or cancel anytime.
One honest note. Still water is on presale right now, so orders placed today ship in January 2027. Sparkling is coming too, starting as a wholesale preorder. If you want to be part of what Brett is building in Scottsdale, the shop page is the place to start.
Questions
Who founded ROCK Water?
ROCK Water was founded by Brett Yanofsky in Scottsdale, Arizona, in July 2025. He is a Scottsdale native and an Arizona State University finance graduate.
Why did Brett Yanofsky start ROCK Water?
He could not find a water brand he actually connected with. Plastic felt off, glass did not make sense everywhere, and most canned options did not reflect how he lives, so he built ROCK.
Where is ROCK Water based?
ROCK Water is based in Scottsdale, Arizona. The founder personally sells to and delivers for local accounts across the Phoenix area.