26-39 50th ANNIVERSARY:SPN Master pages 15/09/2009 10:22 Page 29
Celebrating 50 years of Swimming Pool News spnfeature
David Adams: “Experience taught us that in a recession people with money
will continue to spend, favouring companies that offer quality of service and
products that make pool ownership simpler and a more rewarding experience”
In 1977, almost 10 years after moving to Regrettably, the term of office is limited and
Devon, David Adams built his own future presidents had their own agendas.
swimming pool complete with ‘solar “I wonder with Chris Hayes as Managing
heating’, made from an alkathene pipe Director at the BSPF’s helm and with the
coiled on the changing room roof, which National Council’s approval, if it would be
the local air-sea rescue helicopter pilots considered useful to revisit the issue as
said looked like ‘an old vinyl LP record’. there is a great synergy that could be
The word was out and the following year developed for the mutual advantage to the
he had his first contract to build a pool. members of both organisations?”
David and Angela his wife, turned that David suggests that during the late
venture into Golden Coast, a commercial 1980’s it became clear that the industry’s
and domestic pool building business, promotion was “at best amateurish and
which carried off the SPATA ‘Gold’ award lacking in both a professional image and a
for the UK’s best indoor pool in 1983 and cohesive message to the market”.
never looked back! Pool Industry Promotion (PIP) was
“We were building indoor and outdoor formed by leading trade and retail
domestic and commercial pools companies and with Golden Coast amongst
throughout the south west and as some founding companies, he was asked to find
required sauna, steam and spas, we and engage a PR Company to lift the
became regional importers for Tylö and publics’ perception of the industry. who worked for Voxsan, Complete Pool
Jacuzzi,” explained David. This move led to a broader based PR Chemicals and Aquatec, are both Directors
As this led to a conflict of interest with campaign that resulted in a change in responsible for sales.
pool companies, he closed the pool emphasis, moving away from promoting “Experience taught us that in a
building side of the business and became the elitist concept of pool ownership to a recession people with money will continue
south west distributors for Peter Geekie, much wider focus of addressing the to spend, favouring companies that offer
which worked well until Peter sold out to affordability, uniting the family and the quality of service and products that make
Ellis and Everard and it became clear that health benefits of pool, spa and sauna pool ownership simpler and a more
Golden Coast had to move into national ownership to the mass market. rewarding experience.
distribution to survive. David was then asked to head up a “Over recent years our industry has
“They were great days to be involved in committee to explore the possibility of become fixated with price when in truth
the pool industry; it was certainly finding a sponsor to help promote the the majority of retail customers are really
challenging, very exciting and socially great industry. Selwyn Mindel mentioned the looking for ease of ownership and service.
fun. SPATEX was both a commercial and recently privatised gas industry were keen In many cases companies are simply order
social event with HTH and Dick Goodalls’ to develop sales. takers but it is essential to have skilled and
after show get-togethers not to be missed! David was prepared to help but felt a knowledgeable staff who can sell value to
“As numbers dropped it seems that committee was not the best way to move customers. If they simply rely on offering a
SPATEX has not responded to the market’s forward he, therefore, worked with the discount, then their survival is in jeopardy,”
changing dynamics and is at a crossroads. SPATA secretary and agreed with Calor to a warns David.
It must provide both exhibitors and visitors £100,000 three year sponsorship deal based “Looking back I see a great industry in
with a compelling reason to attend.” on David Stephens the award winning danger of copying our society, where the
David has always believed in putting Chelsea garden designer, designing a stand social cohesion and fun have gone. I
something back into the industry and for the industry at Gardener’s World live. sincerely hope the present generation will
recognises the commercial benefit of Regrettably, having publicly announced the ensure the market never loses sight of fact
membership of trade associations. He joined sponsorship Calor had a change of mind that they are fortunate to offer the best
SPATA in the late 70s and then served as its and only paid £33,000 for one year! sales product mix – it’s fun, it unites the
President in 1985/86. He also joined the Golden Coast has survived three family, it promotes a healthy lifestyle and is
Institute of Swimming Pool Engineers (ISPE) recessions over as many decades. Thirty affordable. Above all, it’s very, very
and was made a Fellow in 1989. years on as the country’s only independent saleable. So please don’t give it away.
Like father, like son, David recalls, “It distributor, the company is now run by the “I believe the future is bright, but we
was great to attend our son Jamie’s three Adams sons. Jamie is Managing will all have to work hard to achieve it,” he
inauguration as BSPF President in 2008. Director and spent 15 years working for concluded.
“During my term I explored the Peter Geekie and Certikin, whilst Shaun,
possibility of SPATA and ISPE joining forces who worked for David’s partner Brian David Adams is the founder and
with their then secretary Molly Alcock. Patterson in Swedish Saunas, and Dominic, now Chairman of Golden Coast
Mark Ramsden: “Standards have moved on, marketing and image are
more important, support systems are more rigid”
Technology has come on leaps and balanced multifunctional sanitisers, vibrant much more accurate and convenient, which
bounds, not only in terms of products, but and more informative water resistant given the importance of right testing leading
also packaging, marketing and labels and pool shop water testing with to right dosing, is a really good thing.
understanding (education). Good prognosis output analysis. I have admired a lot of folks in the
examples include the development of Water analysis devices and methods are chemical sector over the years, often for
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