The pool industry is full of innovation: energy-efficient filtration systems, smart controls, new construction materials. Yet when it comes to how we present our work, market it, and make it emotionally compelling, we could learn a great deal from a neighboring sector, the garden builders.
Over the last two decades, the garden building industry has managed to reinvent itself. No longer are they seen merely as tradespeople laying paving stones or planting hedges. They have positioned themselves as lifestyle designers who create outdoor living spaces that enrich their clients’ everyday lives. A prime example from the German market is the cooperative “Gärtner von Eden” (Gardeners of Eden). This network of independent garden companies has built a strong shared brand identity. They market not only individual projects but a common philosophy: gardens as places of inspiration, relaxation, and joy. Through carefully staged photography, editorial features, and high-quality communication, they have succeeded in speaking directly to customers’ emotions.
The pool industry, by contrast, still too often presents itself in purely technical terms. Brochures feature pumps, pipes, or energy ratings, important information of course, but rarely what triggers a buying decision. Customers do not dream of a filter unit, they dream of moments: a swim in their own backyard at sunset, children playing in the water, a pool that completes the atmosphere of their garden. This shift from product-driven to lifestyle-driven communication is precisely where the garden sector shows the way forward.
France offers another interesting case. The Réseau Alliance Paysage is a network of landscape companies united by a commitment to shared standards in planning, execution, and customer service. Much like the German Gärtner von Eden, it demonstrates how collective organization and a consistent message can elevate an entire industry, giving customers confidence and creating stronger brand recognition.
The key lesson is simple: it is about stories, not just systems. Strong visuals that evoke desire, clear language that guides the customer rather than overwhelming them with technical jargon, and a collective brand strategy that transcends individual companies. If the pool industry embraces this perspective, it can transform itself from being perceived as a product supplier to becoming a creator of lifestyle experiences, and inspire many more customers to turn their dream of a private pool into reality.
By Heiko Heinemann, publisher at BT Verlag, which among others publishes haus+wellness*, Germany’s leading magazine on pools, whirlpools, and saunas
