A new identity: the Florida Swimming Pool Association enters 2004 with a new name and full agenda

Pool & Spa News, Feb 13, 2004 by Anne Baye Ericksen

Building upon the mission set forth when it changed its name last December, the Florida Swimming Pool Association has big plans for the upcoming year.

Formerly known as the National Spa & Pool Institute-Florida or the Florida Pool & Spa Association, the organization officially changed its name to build a cohesive identity, according to Dan Johnson, FSPA president. "There are no questions as to whom we represent now," says Johnson, who is also president of Sarasota, Fla.-based Swim Inc. "It's a more accurate representation in the political, government and public relations arenas."

"We are branding the Florida pool industry, and the brand is FSPA," adds John Schwartz, executive director of the organization.

With its revamped identity, FSPA hopes it will better position itself as an instrument of change for the industry--and a united and more visible presence for consumers.

Having a voice

Most notably, Florida industry experts hope the new name will prove helpful with the organization's legislative activities by clarifying who the association speaks for--pool and spa construction, service and retail businesses. Indeed, 2004 could turn out to be a crucial year as members continue to drum up support for two state bills FSPA helped write last year.

The first, says Schwartz, would give the pool and spa industry a seat with the Florida Building Commission. "There are already experts in heating and plumbing on it, but they're not familiar with the pool industry," he says.

In the past, it has been challenging having to submit concerns to a commission flint doesn't understand the industry and its mission, according to Johnson. "That handicaps us because we're wing to do business with a building commission that doesn't speak our language. It would be beneficial to have a pool contractor's seat just in terms of interpretation."

The second bill addresses licensing requirements for businesses usually hired as subcontractors. Under current law, the state re. quires individual contractors to be licensed, though many only work on one aspect of the pool-construction process. The FSPA bill would remove some of those mandates, allowing the pool contractor's license to act as an umbrella.

This issue is particularly timely, notes Schwartz, because of the projected growth in the region and the area's already strained work force. "Florida is expected to grow by 10 million people by 2010. It's important to look beyond the horizon and find out how to be prepared to capture the business," he says.

Preparing for growth

FSPA also hopes to convince legislators to create a licensing process for professionals who only treat and service pool and spa water. At the moment, there are no minimum requirements for these individuals, which can lead to a number of problems.

"The No. 1 reason for the license is [to ensure] the safety of the pool, No. 2 is for the health of the swimmers, and the No. 3 reason is [to reduce] the damage potential," Schwartz says. "We are seeing a lot of people who are not trained to clean and treat the pool water properly, and are thereby doing a lot of damage to the plaster and equipment.

"By 2005, we want to have the groundwork laid to require some form of legislative registration for techs who clean and ware," treat pools," he says.

FSPA members are also identifying older pools that may not meet today's standards, such dual-main-drain systems. "We need to be proactive on the public relations side to make companies aware--along with the customer--of the potential problems and how to eliminate those problems," notes Schwartz.

The process starts with education. In addition to the courses offered at the Florida 2004 Pool & Spa Show, the organization has scheduled a 60-hour workshop this spring for service contractors based on the NSPI Tech I course, which is a prerequisite for a state service contractor's license.

"Before you're able to apply to become a service contractor who is allowed to fix, refurbish, clean and treat the water--anything short of building a pool from the beginning--you have to take this 60-hour course, and there hasn't been one available [locally]," Schwartz explains. "It's been a barrier to getting into the industry. We'll now offer the vehicle for more people to come into the industry and get the necessary training.

"We want to create more business and more successful business people," he adds.

A public image

The association also seeks to bolster the relationship between the industry and its potential customers. Customer service and increased consumer awareness are topics Schwartz and Johnson say will be top priorities in 2004. "We've been slow to change our culture and to target the consumer," states Schwartz.

FSPA members will be focusing on how pool and spa businesses can better inform and serve their customers. Initiatives planned include a leadership conference in January, a new Web site and a roundtable program slated for early May.

"We tend to focus on what will make our jobs easier rather than focusing on what will make our customers' lives easier. We need to work for the customer and then think backward," Johnson says. "We're going to look at ways we can improve customer relations in the industry."