49-53 POOL TRENDS:SPN Master pages 19/11/08 01:46 Page 3
spnfeature
So what’s happening
as we head for 2009
Building of new pools “badly
hit” – not because people don’t
want them but because they
can’t or won’t spend the money
Pool builders opting to put more
time and effort in renovations
Traditional builders offering one
piece pools as ‘cheaper options’
Very top end of the market
unaffected. People still have
money to spend and are able to
G
AH
E
A
do great deals because the
market is so competitive.
I
N
D
Market slowdown and
K
liquidations more dramatic in
O
09
the United States
O
L
O
T
Pool builders looking more at
overseas markets
started a scheme where, staff are asked for
an idea that saves our company £500. All
10 employees from every department now
meet on a monthly basis to present
money-saving ideas. So far we’ve
implemented about 15 proposals.”
Several pool builders have launched
service departments, to make better use of
staff. And some have stopped referring
service and repair work to other companies.
“I’m aware of some pool companies
calling up 100 previous customers and
telling them, ‘We’re so desperate to stay in
business that we want to start servicing
your pool, and we need you to fire your
Lavish pool projects at the top end of the market are still happening say pool architects – it’s
just there will be less of them
guy that you have servicing your pool,”
says the builder, who requested anonymity.
In the United States one of the largest
more controversial pool companies is the
Crunch-time– the architects view
latest victim of a crippling credit crunch The top end of the specialist pool market pool covers.
and construction slowdown. is still buoyant and shows every sign of “I think that people who have now
Riviera Pools, which in 2007 enjoyed staying so throughout 2009. been forced to stay in their homes rather
record sales has closed all of its 15 offices Pool architect Ian Hellens admits: than move and who have some cash are
and warehouse centre. The firm, which has “There are fewer pools being built but at also prepared to invest.”
trimmed a staff of 105 to just six, is taking the top of the market people and He said since September he had
on no new business. families are investing in new pools. For completed agreements for three outdoor
“We had our best April ever – we were those buyers unaffected by the credit pools to be converted to indoor with the
on pace to finish 1,000 pools this year,” crunch, the extravagances continue.” average cost about £20,000.
said Ron Ostlund, President of Riviera. “We have just completed the designs “Of course there is a credit problem
“But ever since then, it’s been straight and quotations for two lavish indoor pools but the business is there and the people
downhill.” in the Cobham area of Surrey. These with cash are very aware they are in a
He said that 33 potential customers buyers have money and like the idea of very strong negotiating position. We
were turned down for loan in one month. investing in their property and adding to have seen quotations become more and
“The problem wasn’t that we couldn’t the facilities. I think this end of the market more competitive over the past six
build the pools,” Ostlund explained. “It will always stay. months and that will be a trend for the
was that nobody could get financing. We He said that the other area which was whole of next year and probably the
just lost people who were able to qualify solid in tougher times was upmarket following year. It is a buyer’s market.”
for loans.” spn
“THE TIGHTENING UP ON CHEAP MONEY AND EASY
CREDIT, LOWER DISPOSABLE INCOME AND AN ONGOING
DROP IN PROPERTY VALUES PRESENTS THE MOST SERIOUS
CHALLENGE OUR INDUSTRY HAS FACED FOR MANY YEARS”
Visit our website at
www.swimmingpoolnews.co.uk DECEMBER 08 swimming pool news 51
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