Cleanova was founded in 2023 around a simple belief: industrial filtration challenges rarely fit into a single technology category. Customers increasingly need expertise across a broad range of filtration technologies, from pressure and vacuum liquid-solid separation to air and gas filtration, supported by engineering, diagnostics, and lifecycle services rather than simply replacement products.
With the merger with Micronics in 2025, the company currently comprises over 20 well-established industrial filtration brands and employs approximately 1,600 people across sites in the Americas, China, India, Australia, the Middle East, Ireland, and the United Kingdom.
The company’s engineered filter media, filtration systems and lifecycle service solutions help customers improve process performance, protect critical equipment, reduce downtime, and support cleaner, more sustainable operations.
Interview with Jason Wettstaedt, Senior VP of Sales, Americas & Global Marketing at Cleanova
What are the main areas of activity of the company?
Jason Wettstaedt: Cleanova operates across air, gas, liquid and process filtration, supporting industries where reliability, contamination control, and operational efficiency are mission critical.
We serve a wide range of markets including oil and gas, mining and mineral processing, steel, cement and lime, food and beverage, chemicals, pharmaceuticals, semiconductor manufacturing, and data centers. Our filtration experts work with customers throughout the filtration lifecycle, from early-stage application engineering and system design to aftermarket support and performance optimization.
What’s the news about new products/services?
J.W: Customers are increasingly focused on measurable performance outcomes, digital visibility, and lifecycle optimization rather than simply purchasing filtration products. Our latest innovations have been developed with this in mind.
A key development is the growing Cleanova.SUITE, our integrated portfolio of lifecycle solutions and technologies. It comprises Cleanova.CARE for total lifecycle support, Cleanova.FORYOU for custom-engineered filtration solutions, and Cleanova.NEXUS for filtration solutions supporting emerging industries such as carbon capture, semiconductor manufacturing, and AI infrastructure.
On the air pollution control front, Cleanova’s innovative, patented PrimaFlow™ is continuing to make inroads in heavy industry, in helping air pollution control systems operate more efficiently while meeting stringent emissions requirements.
In liquid-solid separation, Cleanova continues to expand adoption of its PrimaDisc™ and PrimaPress™ textile offerings, delivering performance advantages in alumina refining, iron ore, and other demanding applications, along with lowering total cost of ownership.
Also, in liquid-solid separation, we have recently launched the patent-pending Cleanova OMNI™ feed interface system for filter press cloth. OMNI™ is designed to address performance challenges at the point where slurry enters the filter press, helping improve filter press reliability reduce downtime, extend cloth life, and simplify maintenance across a wide range of press platforms.
The company also launched Sentinel Connect™, an Industrial IoT remote monitoring system and a key component of Cleanova.CARE lifecycle services. It securely captures operational data from dust collectors and transmits it to the cloud, giving operators real-time dashboards, alerts, historical reporting, and greater visibility into system performance.
We’ve also strengthened our position in carbon capture through recent contract wins, including the Liverpool Bay CO₂ Transportation and Storage infrastructure project, part of the UK’s HyNet North West low-carbon and hydrogen energy initiative.
What are the ranges of products/services?
J.W: Cleanova’s product range includes filter media for liquid and air filtration, liquid cartridge filters, filter bags and vessels, air intake filtration systems, gas particulate filters, liquid and gas coalescers, oil mist eliminators, strainers, fuel filters, filter presses, vacuum filtration equipment, and cleanroom custom fan filter units (FFUs), and HEPA and ULPA filtration.
Our Cleanova.CARE comprehensive lifecycle solutions help maximize system performance, reliability, and operational efficiency. Our service portfolio includes process evaluations, troubleshooting, diagnostics, in-house laboratory testing, optimizing equipment sizing, tailored technical guidance, expert on-site support, maintenance services, aftermarket spares, remote monitoring, and performance improvement initiatives.
Cleanova specializes in optimizing clients’ filtration systems to help maximize productivity, lower total cost of ownership, and ensure environmental protection.
What differentiates Cleanova is not simply the breadth of technologies we offer, but our ability to combine products, engineering expertise, diagnostics, and lifecycle services into a single solution, helping customers maximize uptime, extend asset life, and operate their systems with confidence.
What is the state of the market where you are currently active?
J.W: The market is changing – filtration is increasingly being viewed as a strategic asset rather than simply a consumable product.
Historically, filtration was considered as a maintenance item purchased primarily on cost. Today, operators recognize that filtration performance can directly influence asset reliability, process efficiency, product quality, environmental compliance, and operational risk.
At the same time, customers are looking for more practical, application-specific support. Many filtration problems are caused by generic specifications, changing process conditions, or systems that are not optimized for the realities of the application. In many situations, the cost of filtration failure far exceeds the cost of filtration itself. This is driving greater interest in diagnostics, monitoring and lifecycle optimization and creates a strong opportunity for filtration specialists like Cleanova that provide customized solutions, deep engineering expertise, and full lifecycle support.
What can you tell us about market trends?
J.W: Customers increasingly expect filtration partners to help deliver operational outcomes, not simply replacement elements. Several clear trends are shaping this move from component supply to lifecycle support and performance assurance.
The first trend is the move towards higher efficiency and lower total cost of ownership. Customers want filtration systems that improve reliability, energy consumption, reduce downtime, extend service life, and make maintenance more predictable.
The second is sustainability. Filtration helps reduce waste, protect equipment, improve process efficiency, and support cleaner production. This is particularly important in carbon capture, utilization and storage (CCUS), where filtration helps remove contaminants, protect compression and transportation infrastructure, maintain solvent quality, and ensure captured CO₂ is suitable for storage or reuse.
A third trend is the growing use of operational data to optimize filtration performance. Rather than relying solely on scheduled maintenance intervals, operators increasingly want real-time visibility into system condition, performance degradation, and maintenance requirements.
Another important trend is the growing demand for ultra-clean environments. Growth in semiconductor manufacturing, pharmaceuticals, biotechnology and advanced manufacturing is creating new requirements for HEPA, ULPA and controlled-environment filtration solutions. The explosion of AI-driven data centers is also driving the growth in demand for both liquid and air filtration solutions.
Finally, customers are seeking flexible upgrades that improve performance without the need for major capital equipment replacement.
What are the most innovative products/services marketed?
J.W: At Cleanova, we define innovation by the value created for customers. That means helping operators increase efficiencies, extend equipment life, improve sustainability, and support emerging industrial applications.
Recent Cleanova innovations demonstrate how advanced filtration technologies can deliver measurable operational and sustainability benefits. Our patented PrimaFlow™ technology is helping heavy industries improve the performance of their air pollution control systems without major capital investment. By optimizing airflow distribution within dust collection systems, PrimaFlow™ enhances filtration efficiency, reduces energy consumption, extends filter life, and supports compliance with increasingly stringent emissions requirements. Its ability to deliver measurable operational improvements while lowering total cost of ownership has made it an increasingly attractive solution for industrial operators.
Innovations include Cleanova OMNI™, a patent-pending feed interface system for filter press cloth designed to significantly improve press reliability and reduce maintenance requirements. Cleanova.NEXUS brings together filtration technologies supporting rapidly growing sectors such as carbon capture, semiconductor manufacturing, and AI-driven data ce
