On the latest episode of Keep Going, I sat down with Adam Leeb, the founder and CEO of Astrohaus, the company behind Freewrite—a set of distraction-free writing tools designed to give writers a focused and productive experience. Adam’s journey over the past decade is a fascinating look into the challenges and successes of building a niche hardware company.

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A Vision for Focused Writing

The idea for Freewrite was born in 2014, during a conversation about distraction-free software. Adam wanted to take this concept further by creating a dedicated, standalone writing tool. He envisioned a device with a mechanical keyboard for an enjoyable typing experience, an E Ink screen that’s easy on the eyes, and cloud-syncing capabilities. What began as a Kickstarter campaign has since grown into a product line with three distinct models: the original Freewrite, the portable Traveler, and the more budget-friendly Alpha.

Sustainability Without Venture Capital

Astrohaus has managed to thrive for a decade, a feat many hardware startups fail to achieve. According to Adam, part of the company’s longevity stems from avoiding venture capital funding. Instead of chasing growth at all costs, Astrohaus focused on sustainable business practices. For instance, they were conservative with inventory, a strategy that sometimes left them out of stock but avoided the financial pitfalls of overproduction. By prioritizing cash flow and profitability, the company weathered challenges like factory closures and the pandemic, becoming profitable in 2020.

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The Role of Community

Writers have always been at the heart of Freewrite’s success. Adam and his team actively engage with their community on platforms like Reddit, Facebook, and Discord, listening to feedback and building trust. While managing a community can be demanding, Adam emphasizes the value of direct interaction. Writers not only use Freewrite products but often recommend them to others in their circles, creating a powerful word-of-mouth effect.

Innovating While Staying True to Roots

Freewrite’s product evolution reflects Astrohaus’s commitment to serving writers. The Traveler, for instance, was designed for portability, catering to those who write on the go. The Alpha offers a simpler and more affordable entry point for distraction-free writing. Their latest innovation, Word Runner, is Astrohaus’s first standalone mechanical keyboard, tailored for writers who value precision and comfort.

Throughout this journey, Adam has stayed true to a core design principle: the product’s aesthetics should reflect its purpose. Freewrite devices stand out with their retro-futuristic look, signaling to users that they’re tools for a focused, intentional writing experience.

What’s Next for Freewrite?

Astrohaus is doubling down on its mission to support writers. The upcoming Word Runner mechanical keyboard is a testament to their dedication to thoughtful, writer-focused design. With more projects in the pipeline, Adam and his team remain committed to creating tools that inspire creativity while staying clear of distractions.

For anyone interested in exploring the world of Freewrite, check out their products at getfreewrite.com. If you’re curious about the Word Runner, you can reserve one on their Kickstarter landing page at wordrunner.getfreewrite.com.

Astrohaus’s journey is a reminder of the power of niche products, thoughtful design, and listening to your audience. For Adam Leeb and the Freewrite team, it’s clear they’re just getting started.