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SHOW REVIEW


LIW, NEC, BIRMINGHAM


For the second year the STA Swim Zone took centre stage at LIW 2014


LIW Still Providing Commercial Opportunities


We report on this year’s Leisure Industry Week held at Birmingham’s NEC. The annual three day show promises to offer commercial owners and operators the complete package but did the Pool & Spa section of the 2014 event deliver?


By Jon Wadeson T


aking place 30 September to 2 October, Leisure Industry Week returned to Birmingham’s NEC at a time where there is a lot more optimism around than in previous shows. Following a change of halls in 2013 and the introduction of a much welcomed and successful swimming pool feature from the STA, feedback on last year’s event from both visitors and exhibitors was good for the Pool & Spa section of the show. Despite that step forward though, personally, I never quite feel that LIW delivers a fantastic wet leisure offering for its visitors. Perhaps that’s because I know what products and who else is out there that should and could exhibit. Looking at this year’s exhibitor list and with less than 30 companies that are applicable to the sector appearing, I felt the same would be true and that’s despite a further change to the layout


68 December 2014 SPN


this year which would provide a more defined wet leisure area based around the STA’s returning show pool. For those that do exhibit though it seems that this lack of exhibitors actually becomes a strength, with the majority reporting a great deal of interest from visitors.


The response from visitors to the STA stand and Swim Zone was once again amazing


Theo Millward, STA’s Operations Director said: “For a second year the STA Swim Zone took centre stage at LIW 2014 and the response from visitors was once again amazing. The pool sessions, which included a number of brand new fun and exciting ideas from our unique new Junior Lifeguard Academy, created a lot of positive interest from both leisure operators and swim school owners keen to diversify and expand their pool programme. Equally we had an awful lot of interest in our new Digital Photometer, which we showed at LIW for the first


www.swimmingpoolnews.co.uk


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