HoopDee App Helps Breastfeeding Moms Track Supply and Storage

Our team of CBC's sat down with Roxie Alsruhe, creator of the trending breastfeeding tracking application, HoopDee, to learn more about the mom and her foundation for success. 

What inspired you as a mom to create Hoopdee? Was there a personal moment that sparked the idea?

HoopDee was born out of a moment of sheer exhaustion and frustration as a new mom. Like so many parents, I kept forgetting about bottles of milk and their expiration times. My son was underweight, my wife had worked so hard to provide him with milk, and yet I found myself wasting it simply because I couldn’t keep track. Those first few weeks after his birth were a blur—I was tired, overwhelmed, and desperate for a better system.

I remember thinking: I rely on my phone to remind me about everything else—meetings, where I left my keys, even my grocery list—so why couldn’t it help me manage my baby’s milk, too? That moment sparked the idea for HoopDee: a smart, intuitive tool to help parents like me protect that “liquid gold” and make feeding their little ones just a little bit easier.

How has being a parent shaped the way you design and develop your products?

I started working on HoopDee when my son was just two weeks old—I was deep in the thick of it: exhausted, running on fumes, and fully in “zombie mode.” That experience shaped everything about how we designed and developed the app. I knew it had to be quick, intuitive, and easy to read—something even the most sleep-deprived parent could use without overthinking. Every detail was created with tired, overwhelmed parents like me in mind, so they can take action quickly and focus on what matters most: their baby.

I also had moments when I needed a little cheerleader so I designed a little mascot for HoopDee to be your own little advocate.

How do you stay motivated when juggling the demands of running a business and parenting?

A few things keep me motivated as I juggle the demands of running a business and parenting. First and foremost, hearing from our users is the greatest motivator. Just the other day, someone messaged me on Instagram. She had met me at the Prego Expo in NYC back in March 2025. She and her husband recently welcomed a little boy, and she shared how the HoopDee app has been such a helpful tool for them. Stories like that remind me why I started this in the first place—they’re proof that we’re making parents’ lives a little easier.

Secondly, I’ve poured an enormous amount of time and resources into building HoopDee. There have been plenty of late nights and sacrifices along the way, but I believe it’ll pay off in the long run—not just for the business, but for my family too. To stay grounded, I make it a daily goal to be fully present for dinner, after-dinner playtime, bath time, and storytime with my son. Once he’s asleep, I dive back into work.

Can you share a story about how Hoopdee has made a difference in your own family’s life?

One of the most fun—and meaningful—ways HoopDee has impacted my own family is how it brought us all together to think through real-life milk scenarios. My parents, my sister, and her family all jumped in to test the app as we encountered situations in real time. When my sister welcomed a baby girl just nine months after my son was born, it gave us even more opportunities to simulate real-life challenges and see if the app could handle them effectively. If it didn’t, we’d brainstorm and develop solutions together. In a way, it became a family project that connected us—despite living in different states—as we worked to make life easier for parents everywhere

What values or lessons from your parenting journey do you bring into your company culture?

One of the biggest lessons parenting has taught me is the importance of empathy and flexibility—and those values are at the heart of HoopDee’s culture. As a parent, I’ve learned that no two days (or babies!) are ever the same, and you have to stay patient, adaptable, and creative when challenges arise. I bring that same mindset in both personal and professional settings.

How do you create products that really speak to other parents’ needs and experiences?

I spend a lot of time talking with other moms, dads, and caregivers about the challenges they face. I also test every idea through the lens of real-life parenting. If a product isn’t quick, intuitive, and helpful for a tired, overwhelmed parent at 3 a.m., it doesn’t make the cut. Our goal is to create solutions that feel like a helping hand, not another thing to manage.

What’s one thing you wish more people understood about being a parent entrepreneur?

I wish more people understood that being a parent entrepreneur means constantly balancing two all-consuming roles—and that balance isn’t always graceful. You’re building a business and raising a tiny human at the same time, and both require your full heart, energy, and attention. The truth is, there are moments of guilt on both sides—feeling like you’re not giving enough to your family or your business—but there’s also a deep sense of purpose that drives you forward.

Parenting has made me a more resourceful, empathetic, and focused entrepreneur. It forces you to prioritize what really matters and get creative with your time and energy. I just wish people could see the invisible juggling act behind the scenes—and also the fire it lights in parents to create meaningful, lasting solutions for the world.

How do you find support and community as a female founder in the parenting space?

Connecting with other female founders in the parenting space has been an incredible source of support. This community is full of women who truly understand the highs and lows—celebrating the moments when people love your products and navigating the challenges that come with the inevitable naysayers. What I’ve found especially inspiring is how generous so many of these founders are with their time, advice, and even sharing valuable contacts. It feels like a space where we lift each other up and cheer each other on, which is so important when you’re building something from the ground up.

What advice would you give to other parents about starting something new?

Don’t be afraid to explore your idea! It should feel fun and exciting—that spark is what will keep you going. But make sure to balance that excitement with research. Talk to people, ask questions, and really listen. I’ve spoken with hundreds of expecting and new parents to validate that managing milk was a universal challenge. That insight not only confirmed the need but also shaped the way we built our solution.

 

Many Rumbletuff pump users agree that the HoopDee application helps to get your milk supply fresh and organized. Download HoopDee for your smart phone, today!