Jeroen Van Wauwe, 47, is CEO of the Belgian Pollet Pool Group (PPG). With distribution offices in eight countries and two of its own manufacturers, PPG is a European player in the sector. With over twenty years of experience in the sector, we asked him about his vision on the swimming pool industry :
“You make the difference through a combination of unbeatable service for swimming pool builders, continuing to focus on innovative products and daring to embrace the shift towards renovation.”
The shift towards renovation
For Jeroen Van Wauwe, renovation is the most underestimated trend in the sector. “The first major growth in the swimming pool industry took place about ten years ago. A similar growth will therefore be repeated in the renovation of swimming pools. This is where the biggest operational challenge lies for swimming pool professionals. As a swimming pool builder, you need to take a close look at your business model in order to respond to this changing market. Today, many of these companies are focused on selling new swimming pools, while there is a real need to shift the model towards a greater focus on renovations and service. You can already see this happening on the other side of the Atlantic. The importance of service, e.g. maintenance contracts, fixed prices for winterising swimming pools, etc., is gaining ground in the USA. This way, you always remain visible to the customer, you are the first point of contact for replacement or renovation, and the model makes the seasonal nature of our sector manageable.”
The danger of low-cost products
“Competing with overly low- priced products and low margins is detrimental to the entire sector. People often underestimate the work and maintenance involved in owning a swimming pool. It is up to manufacturers and distributors to uphold the reputation of our industry and not to jeopardise it unnecessarily by compromising on quality. This applies to products, but also to service. Negative experiences not only harm every party directly involved, but also reflect badly on the entire sector. A swimming pool is an experience, a luxury, an emotion, and rightly so, it comes with high expectations. This attitude is inextricably linked to Pollet Pool Group. As a group, we have an educational responsibility to guide our customers and help them navigate the choices towards solutions. Don’t base your decision solely on the purchase price of a product, but also take into account its lifespan, comfort, energy efficiency, quiet operation, etc. Service and quality always come at a cost, which justifies the strategy of not competing on the lowest price.”
Trust and innovation
“Building on trust is a long-term vision that pays off. Those who are fully committed to good service and advice, will be rewarded with trust and loyalty. The promise to put our pool builders first, combined with the bold choice to often pioneer new products, sets Pollet Pool Group apart. Standing still is going backwards. You have to keep innovating and striving for the next groundbreaking products on the market. ‘Watersens EOX Pro’ is such an example. It is an attractive solution that puts innovation first. At PPG, we encourage innovation by providing our teams with extensive training, fully understanding the potential and then enabling them to encourage and guide customers in these new developments. In this way, we succeed in making a difference in terms of innovative solutions, together with our pool builders.”
The smart swimming pool and advice for young professionals
“The technological (r)evolution is happening at lightning speed, and that has a direct impact on our solutions. ‘The connected pool’ has become a given. Users expect products that are easy to connect, simple to operate and energy efficient. The possibilities within a smart swimming pool are endless. But intuition also continues to play a crucial role if you want to be a leader in your sector. As a professional, you have to be able to put yourself in the shoes of your end consumer. Is this a solution that I would use myself? Does it bring me a differentiating experience? Then it will most likely be the same for many other consumers.”
” My advice to young entrepreneurs? Focus on a niche. Do I want to build 200 swimming pools and be the cheapest? Or do I focus on, for example, ‘the ecological swimming pool’ or ‘design’? Don’t try to do everything. Opportunities lie in specialisation.”
