OK, that changes things, the usual cause of this on a brand new pump is two things and time will fix both. First you have to understand that backwards is the path of least resistance, the pump starts backwards and this makes the prop fly out of the magnetic field, it hits the front screen and falls back, in doing so it picks up the correct rotation, just like a falling maple seed. When new the fit is tighter and this is also in part because the drive unit sticks to the shaft due to vaseline they use in a factory test. Because of this it doesn't fly forward. I would wipe off the vaseline to the best of your ability and give the pumps 1-2 weeks of continuous running. They should then always start correctly.