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Joeri Dils, CEO of T&A Group (T&A + Walter Piscine), is unapologetically ambitious. At 46, this engineer, who entered the pool industry “by accident” in 2005, has set his sights on making T&A the undisputed specialist in pool covers across Europe. His approach is to combine quality, service, and innovation, while staying rooted in honesty and reliability.
Bold Investments Drive Strategic Growth
T&A’s long-term vision is backed by bold investment decisions, the most notable being the vertical integration of production. “We launched our own movable pool floor production in Belgium after acquiring a specialized company,” Dils explains, “and introduced a new line of pool covers at our Walter Piscine facility in Dettwiller, Alsace.”
This commitment to European manufacturing responds to growing demands for quality and reliability and it is paying off. Walter Piscine is already planning a third production line and expanding its workshop. For Dils, innovation is not optional. “If we stop moving, we fall behind.” It is this forward momentum that keeps the group competitive, ensures technical expertise, and prevents the company from being defined by price alone.
“If we stop moving, we fall behind.”
Riding the Green and Digital Waves
The pool market is changing and T&A is adapting to two key trends: sustainability and digitalization. Dils identifies ecological responsibility, reducing water and energy consumption, as an often-overlooked opportunity. “Customers are increasingly choosing sustainable products,” he notes, “and that is driving investment from manufacturers.”
T&A’s product range is at the heart of this shift. Covers like AquaTop and Waluroll, along with the AquaMove movable floor, meet the growing demand for eco-friendly solutions, a role made even more critical by climate change.
Navigating Digital and Regulatory Challenges
Today’s B2B and B2C clients are impatient and highly informed, thanks to Google and YouTube. Dils sees this as largely positive, though it requires caution against misinformation. The bigger hurdle, he says, lies in regulatory challenges. Local authorities increasingly deny building permits based on incorrect information or public pressure.
Digital innovation is key to overcoming these obstacles. “Now is the perfect time to modernize and digitalize the pool industry,” Dils advises young entrepreneurs, a move essential for growth in both new construction and renovations.
Leadership That Focuses on What Matters
Despite valuing his team, Dils remains hands-on in three critical areas: sales, product development, and supplier relationships. This allows him to stay grounded in market realities and continuously refine strategy.
Decision-making, he says, should be “well-founded and thoughtful” rather than purely intuitive. He draws lessons from mistakes, stays engaged with peers, and aims to leave a legacy of building a leading European pool cover company while keeping honesty and reliability at the core.
At its heart, T&A’s strategy, driven by industrial investment and sustainable innovation, is what the group will showcase at aquanale, positioning itself firmly at the forefront of Europe’s green pool revolution.
