Our Story

Our journey began the heart of Tower Hamlets in East London, where we recognised the pressing need for innovative approaches to tackle the high rates of smoking and smokeless tobacco use in the community. With a vision centred on scientific lifestyle services and a commitment to combat health inequality, we set out to pioneer new solutions for the whole community.

We found that too many people fail to access the lifestyle services they need or want due to ineffective communications from public health bodies, or lack of accessibility or knowledge of the options available. In turn, we have turned to utilising education, outreach, and expertise to bring to the attention of the community how smoking and smokeless tobacco affects individuals health. 

ROARLABS encourages those considering quitting smoking in the UK to sign up their local smoking cessation service and to undertake a Carbon Monoxide (CO) monitoring test to show individuals visible proof of the harm caused by smoking. Such tests also gives a measure with which individuals can chart their progress once they stop smoking. We also encourage those who have smokeless tobacco or betel nut addiction to contact their local stop smoking services. 

ROARLABS is dedicated to providing a community-centred approach to tobacco and betel nut cessation, where we focus on transparency, sustainability, and EDI (Equality, Diversity, and Inclusion). We understand the importance of addressing the root causes of health disparities and are determined to make a positive impact in our local area and around the world.

Through extensive research and development, we have introduced a revolutionary modular cardboard pod system, which includes a removable battery. This ground-breaking innovation not only offers a convenient and effective solution for individuals looking to quit tobacco, but also aligns with our dedication to sustainability and environmental responsibility. We have also developed a safer paan alternative that is free from the carcinogenic betel nut, which is often found in paan and supari that is predominantly used by those from South Asian communities. 

As we continue to grow and expand our reach, our mission remains steadfast – to empower individuals to lead healthier, tobacco-free lives while championing equality and inclusivity for all. Our story is rooted in a passion for making a meaningful impact for the whole community and we are proud to lead the way in providing safer alternatives for adult nicotine and betel nut dependent users.

Meet the team

Rob Harvey CEO & Co-Founder

Founder of EOS Leisure, with over 12 years scientific services, compliance testing and manufacturing expertise. Rob has also successfully launched multiple dependency pathway brands in the UK and EU such as Vapemate, V&YOU and Flonq; which covers e-liquid, smart e-cigarettes, and next generation nicotine products.

Christopher Worrall CFO & Co-Founder

An experienced private equity professional, successful managed the investment and finance of over £1bn of real estate development for Quintain on behalf of Lone Star Funds. Recently, Chris successfully funded a  multi-million pound electronic vehicle charging hub business Blue Current Capital for Arrow Global. He holds a Masters degree from the University of Cambridge in Real Estate Finance.

Beau Keefe CMO & Co-Founder

Known as “Beau The Beard”, Beau is a marketing specialist who has significant experience developing, optimising, and scaling marketing communications and content. He has a following of over 350k on TikTok and 90k Instagram followers. Beau has worked with Samsung, Arsenal, Amazon & Adidas. Beau is a data enthusiast with a test and learn mindset focused on maximising impact across research and content.

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