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81-84 BSPF:SPN Master pages 19/11/08 09:47 Page 2
New robust
plan promised
A new robust marketing plan for SPATA
has been promised by outgoing
President Jamie Adams.
“On the creative side PIP, the Pool
Industry Promotion committee is busy
working on the development of a new
and robust marketing plan that over the
coming year will see a range of
initiatives being implemented.”
Jamie takes over the chairmanship of
the PIP committee.
He said a five year plan for the
association was also critical.
“Having a plan is one thing but
making it work and getting the desired
results on time is another so annual
action plans are being drawn up to
ensure we meet our objectives.
He said that for many of the newer
companies in the specialist trade it was
the first time they will have experienced Hot tub sales in the UK may have “hit the with an estimated 100 brands now
the challenges of surviving a slow down. wall” in 2008 but more emphasis on top available in the UK compared with just 30,
“We have unfortunately already seen quality products and customer service will five years ago.
some early casualties and regrettably I give the industry hope for the future. “More competition has squeezed
can’t help feeling that there may be Leo Reynolds, Chairman of the British margins and given, appropriately enough,
more ahead. and Irish Spa and Hot Tub Association more emphasis on quality products and
“Our industry is faring reasonably (BISHTA) said there were now an estimated customer service.
well in the face of the third summer of 100 hot tub brands on sale in Britain He said that sales support was vital to
poor weather and a harsh economic compared with 30 five years ago. Margins hot tub purchases especially in the crucial
climate that has not been seen since had been hit. But the good news was that area of on-going water treatment.
the early 90s with probably our hot tub high end products were still doing well. “While an estimated 10% of portable
and above-ground pool sales most He said that after a high-flying five years spas are sold via the internet, the bulk of
feeling the squeeze. of year-on-year sales increases the trade the hot tubs are sold through an estimated
“Rising fuel and energy prices, learnt that hot tubs are not immune from 400 specialist showrooms across the UK
increased overheads and a slow down the credit crunch and a general slow down who provide vital water treatment advice
in the market with the much talked of in retail sales. and a source for both chemical and
credit crunch by the press who seem He told the conference: ”As recently as accessory supplies.
hell bent to make us feel as miserable February this year, we were anticipating a “Higher end products such as swim spas
as possible has, to quote one SPATA repeat of combined UK sales of 7,000 have not just held their own but shown a
member, make each sale feel like ‘a portable spas. slight increase in demand while the lower
victory’. “In the previous 12 months of trading, end of the market has been most badly hit.
He said he wondered if there was the UK hot tub market was estimated to He said there were other challenges for
ever a better time to be a member of a represent £50m in annual sales with the association: ”We will be revisiting the
well organised trade association that another £17m in add-on value through the BISHTA Standards and are looking to
knows where it is going and is working sale of associated products such as implement a BISHTA Technical Committee
hard on behalf of its members to offer a chemicals and accessories. to complement the existing SPATA
great package of benefits. “Until this year, the UK market had Technical Committee. There will be further
He added that in the face of such an stayed consistently around the 7,000 to work needed to progress a BISHTA
uncertain economic future it is vitally 10,000 sale mark. However the whole retail Deposit Guarantee Scheme proposal,
important that the BSPF provided clear pie was being cut into many more slices which is currently under discussion.
leadership to the other trade
associations strengthening their
position and allowing them to provide
the best service.
“In addition to helping grow retail
sales by developing the awareness of
pools and spas to the consumer on
both a regional and national basis effort
will also be put into developing our
relationship with existing members.”
82 swimming pool news DECEMBER 08 Digital edition available at
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