IN MY VIEW
Predictions, Forecasts And Trends
JAMIE ADAMS IS MANAGING DIRECTOR OF DISTRIBUTOR GOLDEN COAST. HE’S ALSO THE CURRENT CHAIRMAN OF PIP AND ON THE BOARD OF THE BSPF. WITH OVER 35 YEARS EXPERIENCE WITHIN THE INDUSTRY, HE SHARES HIS THOUGHTS ON THE CHALLENGES AND OPPORTUNITIES AHEAD
Looking forward into 2013, what will the year ahead have in store for us all? As a society we seem to be obsessed with trying to see into the future and as an industry, which is a part of that society, we are no different.
And as a person who is a part of that industry, I have to say that I am exactly the same. I want to know what the future will hold, for me and for my business. Of course, future gazing is notoriously difficult and we are only a month or so past one of the biggest, false predictions of last year. The world didn’t end; the Mayans got it wrong. Epic fail.
I think predictions are useful but they should also carry a business health warning: ‘Behaving as if your business is at the mercy of forces outside your control can seriously damage your bottom line’.
Even a crystal-ball perfect view of the future is only useful if you do something with it. As the MD of Golden Coast, it’s my job to steer our company through the business environment that we all find ourselves working in. Everyone in the wet leisure industry has heard enough and seen enough of rainy summers and long recessions.
We’ve all heard that we must change. Well, that’s fine but could you be a bit more specific?
I have worked in the industry since 1976. I have built pools, installed saunas and delivered spas; I’ve worked in distribution, PR, marketing and sales and I’m currently the chairman of PIP and on the board of the BSPF. That gives me a pretty long view and a fairly broad view of the wet leisure industry. So, for what it’s worth, I will be specific about some of the challenges and opportunities that I can see ahead for us all.
If you look back at the ‘golden years’, the 80’s and the 90’s, things were simpler; less products, less people and less choices. Today’s market is typified by words like ‘niche’, ‘individual’ and ‘unique’. So how do you find products and marketing messages that will appeal to a broad group of people? The new generation of consumers has grown up with an ecological awareness and a desire for sustainability as a basic and integral part of how they view the world. I know
96 February 2013 SPN
of selling products to people I think there is something more important. I think product design is king.
A beautifully designed spa, pool or sauna may not sell itself but it will need a lot less help. We are starting to see a new age in product design within our industry that is offering people an opportunity to fulfil their desires in terms of ‘look’ as well as function.
All of those criteria for successful products have benefits from the consumer’s point of view, but what are people going to be looking for from your business?
that we need to find and promote products and technologies that use less power, less chemicals and even less water if we are to play a part in their lives.
‘Green’ is not an option, it has to be a given. I think personal health, exercise and even sound sleep are items on everyone’s wish list for 2013 and each one of those areas is still a rapidly growing market in the US economy. A sauna, spa or pool can represent a customer’s investment in achieving those desires. We should think less about ‘leisure’ and more about ‘lifestyle’.
I see automation as a big growth area whether it is used to clean a pool, dose with chemicals or as a ‘one box’ management system for the whole pool. Automated systems push the right consumer buttons. In the world of social media, you often hear the phrase ‘content is king’ but in terms
One trend that I can clearly see is that consumers are increasingly looking for expert advice and for the leaders in any particular field. Our industry is no exception. In a harsh, economic climate it is easy to think that you need to compete on price and it’s true, price is important. But I can see from my own business, Golden Coast, that value often carries more weight. Providing the best possible customer service and technical support, offering the latest in innovative products and being generous with knowledge and advice is the way to stand out in a customer’s mind.
2013 is going to be another hard year, so the only thing to do is to try harder. The upper end of the market will continue to grow but the rich are different to us, they expect more for their money. They expect the best.
By comparison, the web tends to compete on price alone and last year our Wet Leisure Industry survey showed that the online businesses were the ones suffering the most. If all you are is cheap, someone can always be cheaper.
Effort and excellence have succeeded in the past and my overall prediction for 2013 is that they will continue to do so. SPN
Golden Coast 01271 378100
www.goldenc.co
‘I SEE AUTOMATION AS A BIG GROWTH AREA WHETHER IT IS USED TO CLEAN A POOL, DOSE WITH CHEMICALS OR AS A ‘ONE BOX’ MANAGEMENT SYSTEM FOR THE WHOLE POOL.’
www.swimmingpoolnews.co.uk
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