POOL & SPA INDUSTRY
Strategic Goals Drive Waterstream Forward
SUSSEX BASED SPATA MEMBER, THE WATERSTREAM GROUP REFLECT ON THE EVOLUTION OF THEIR BUSINESS, THROUGH THE RECESSION AND TO EXCITING TIMES AHEAD!
H
indsight, as always, provides clarity, and Alex Kemsley, Managing and Financial Director of The Waterstream Group, looks back in assessment of his business trading patterns, noting 2013 as a challenging year, in every sense of the word! Waterstream (a firm that Alex started with his business partner, Simon Dickson, seven years ago), has continued to grow steadily which has been both satisfying and a relief for the duo who have carefully navigated themselves through the stormy waters of the recession. Looking forward, several opportunities have presented themselves for the year ahead, not least being the Compass Pools brand, and growth of the robust team of eight staff is set to move into double figures by the end of 2014.
Alex and Simon put their success down to having built their business through aligning everything that they do with their simple, clear strategic goals – plus hiring terrific people to help them realise those goals. Sheer hard graft and the strategic imperative to deliver every customer with exemplary service has been the strategy to bring them through tougher times and they are now facing the future with optimism and excitement. In anticipation of the demand for inflatable hot tubs, Alex and Simon took what they now see was a prescient decision to promote them to an eager and responsive European market. Diversifying in this way helped to fend off the aggressive competitiveness of the acrylic hot tub market sector, driven by some unscrupulous traders. However fast the pace of technical and geographical change, they learnt that delivering good old- fashioned mindful and considerate service wins customer delight and loyalty every time. “Everyone in our business is very hands- on, and we manage each project with care and consideration from day one through to completion of the build. When he was given his well-deserved knighthood, Sir Martin Sorrell chose the words ‘Persistence and speed’ as his shield motto – I remind myself
Alex Kemsley in the Formula 1 Car at SPATEX 2014
of this frequently!” says Alex. Of course, businesses must be nimble and innovative in these rapidly changing times and their appointment as the sole UK distributor of Compass Pools in 2013 has undeniably helped Waterstream to consolidate and strengthen their market position. “We’re thrilled to be spearheading this premium brand’s rapid growth in the UK and doing so has increased our commercial partnerships. It’s a pleasure to be working with the network of dealers who are unparalleled in their knowledge and experience of the swimming pool sector. We’ve already installed 12 pools in 2013, plus additional sales coming from a trusted dealer network with 2014 orders racking up rapidly,” says Alex. Being a member of SPATA has also greatly benefited the company with Alex commenting: Although we’ve been in business for seven years now, the greatest advantage of participating in BISHTA and PIP committees has been the insight we’ve gained and the connections we’ve made, while at the same time contributing our
“THE GREATEST ADVANTAGE OF PARTICIPATING IN BISHTA AND PIP COMMITTEES HAS BEEN THE INSIGHT WE’VE GAINED AND THE CONNECTIONS WE’VE MADE”
36 April 2014 SPN
thoughts and ideas. We consider it an honour to sit amongst our peers and of course, we exhibited at SPATEX this year and are delighted to report the quality of trade enquiries was extremely high. We took a slightly different approach to previous years by putting a 2010 Mercedes Formula 1 Car on the stand all branded up with Compass Pools, this certainly helped to draw a crowd.” Waterstream are continuing to evolve in 2014 with a focus on customers’ needs and preferences. There is also a big push this year for the Compass Pools brand both to the trade and the public, something that has already shown fruition with Waterstream recording their biggest trading week to date. With the Confederation of British Industry (CBI) recently raising its growth forecasts for 2014 and expectations of growth to gather pace in 2015, as the economy steadily builds, it’s good news for all! Concluding, Alex adds: “There’s also a personal reason for my current state of contemplation. I turn 30 this month and I find myself increasingly filled with quiet excitement as the threshold approaches –with a little poignancy at the passing of my twenties! My milestone birthday is not the only evolution on the cards, though. I’ll be swapping the title of ‘Young Entrepreneur’ for BISHTA Chairman and Junior Vice President of the BSPF and I am hoping that the latter role is as exhilarating and challenging as the former has been! My hope is to inject a new perspective into this fantastic organisation to drive it forward for the benefit of the whole industry.” SPN
The Waterstream Group 0844 487 0595
www.waterstream.co.uk
The Waterstream team on site with Alex (right) and Simon (left)
www.swimmingpoolnews.co.uk
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