Pricing, strategy, artificial intelligence and digital marketing shaped the programme of the bsw Conference PLUS in Berlin. On 28 and 29 October 2026, pool industry professionals met at the Maritim proArte Hotel for two days of presentations, practical workshops and networking. An accompanying exhibition featured 62 companies.
Pool companies face changes in customer expectations, technology and economic conditions. The bsw Conference PLUS addressed these developments through a programme focused on everyday business decisions. Speakers explored how companies can protect their margins, define their priorities and use new digital tools. Workshops gave participants the opportunity to examine selected topics in greater detail.
Communicating value and protecting margins
Pricing expert Roman Kmenta opened the conference with a clear message: companies need to explain the value of their work before offering discounts. Reducing prices too quickly can weaken profitability and make price the main factor in the customer’s decision. Pool construction offers many opportunities to demonstrate value. Technical expertise, skilled installation and individual design all contribute to the quality of a project. Communicating these strengths helps customers understand what they are paying for. Kmenta’s workshop on the second day explored how companies can apply this approach in customer discussions and sales processes.
Giving business strategy a clear role
Moritz Weissman of Weissman Consulting focused on maintaining a clear direction in a changing market. Daily operations require attention, but constant responses to immediate challenges can push long-term objectives aside. His presentation examined how companies can set priorities and develop their business models. A follow-up session on the second day explored these questions in more detail. The central message was that strategy needs to guide daily decisions and actions.
Good decisions in uncertain times
Professor Dr. Peter Witt of the University of Wuppertal addressed a related challenge: making sound decisions when future developments are difficult to predict. His presentation focused on the competitiveness of small and medium-sized enterprises. It examined the decisions businesses face as they respond to economic uncertainty and pressure to innovate while working with established business models.
Integrating AI into business operations
Dr. Andreas Kohne returned to the bsw conference to discuss the growing role of artificial intelligence at work. His presentation examined the tasks AI can support and how companies can integrate it into their processes. The focus extended beyond individual applications. Increasingly, AI assistants can carry out defined tasks with greater independence. This creates new opportunities for businesses, but also requires clear responsibilities and suitable workflows. During the second-day workshop, participants explored how to develop an AI assistant for specific tasks. The session offered a practical introduction to a technology that continues to develop rapidly.
Looking ahead to aquanale 2027
Bettina Frias of Koelnmesse presented an outlook on aquanale 2027, scheduled for 26 to 29 October in Cologne. Launched in 2003 at the request of bsw member companies, aquanale has developed into an international trade fair for the pool and wellness industry. Frias, who has been involved since its launch, discussed the next edition and the continued development of the event.
Managing digital and legal risks
Two parallel sessions at the end of the first day addressed different areas of business risk. Dr. Alexander Krause focused on IT security. Cybercrime affects companies of all sizes, and growing digitalisation creates additional points of exposure. His presentation covered threats ranging from phishing to prompt injection. The latter involves instructions designed to manipulate an AI system’s behaviour. Participants learned about identifying risks and taking suitable protective measures.
Lawyer and notary Andreas Kellner explained the distinction between statutory liability for defects and voluntary guarantees under German law. His session addressed the circumstances in which work is considered defective, the rights and obligations of the parties involved, and ways to avoid costly disputes.
Building visibility in search and AI answers
Martin Bongardt and Stefan Kiss of pixel relations examined changes in online visibility. Their workshop covered search engine optimisation, or SEO, and generative engine optimisation, or GEO. Search rankings remain relevant, but AI systems increasingly provide answers directly. Companies therefore need to consider how their information can appear in these answers, as well as in conventional search results. The workshop explored how businesses can adapt their online communication to these changing routes to information.
Creating short videos for social media
Mirjam Schrepler of FuZo Marketing led a practical workshop on producing Reels. Participants worked on creating short videos for social media, supported by production advice and insights into the Instagram algorithm. The pool industry offers a wide range of visual subjects, from water features and technical installations to completed projects. The workshop focused on turning these subjects into concise videos that attract attention.
Connecting through the exhibition
Alongside the conference programme, the exhibition brought together 62 companies. Participants could discover products, discuss developments and meet existing and potential business partners. The presentation rooms, exhibition and catering areas were all located on one floor. This made it easy to continue discussions between sessions. In the evening, the exhibition became a meeting place for informal conversations across the industry.
The bsw Conference PLUS combined business knowledge with opportunities to apply it. Across pricing, strategy, AI, risk management and communication, the programme gave participants practical ideas to take back to their companies.
