The WatrLevel idea originated in the early 1960's by my father Dale Fehr. He wanted to build a concrete walkway and very few tools were available at that time, certainly not laser levels!
Being an Electrical Engineer he put his engineering mind to work and drew up a plan for a measuring staff with a looping scale. This scale had a zero point and the numbers emanated from this zero point in each direction.
Years later he made a proto-type which we used to measure and build at my house (which I still have). I thought the idea was so great that I asked him to let me design a version that could be sold. After a lot of trial and error I came up with a version, had some custom parts made, used a lot of off-the-shelf parts, assembled them myself and started selling them online in 2001.
Sales were steady for the first few years but then began to grow though not as much as we would have liked. We decided to have them made and I designed a second version, the same version you see today.
Unfortunately I was never able to solve the marketing puzzle or get them into the box stores which is much more difficult than one could imagine. The fact is that the WatrLevel is an "ah ha" product - very difficult to describe but when seen in action it becomes clear how powerful and easy it is to use.
So, for the time being, it's just me doing it all, including making this website (constructive criticism is encourage).
Our first version 2001