Interview with Jaime Ramírez, Fluidra CEO
In an especially significant year for the industry, Piscina Barcelona 2025 consolidates its position once again as the great international meeting point for innovation, sustainability and the future of the industry. In this context, Fluidra, the global leader in the pool and wellness industry, comes to the show with a renewed vision under the leadership of its CEO, Jaime Ramírez, who took over the role in 2024 to drive forward a new strategic phase. Ramirez breaks down the key elements of the 2025-2030 plan, focused on sustainable growth, digital transformation and operational excellence. From the commitment to the Positive Poolto the development of connected platforms such as Fluidra Pool and Fluidra Pro, the executive draws up a roadmap in which efficiency, well-being and environmental responsibility go hand in hand. In addition, he highlights the importance of the show as a space for industry collaboration, a showcase for trends and a driving force for an increasingly global, technological and user-oriented industry.
You took on the management of Fluidra in June 2024. What are the main strategic priorities that you have set for yourself in this new stage?
Fluidra is in a stage of evolution and growth. My aim is to accompany the company in this new phase, strengthening what already makes us leaders and promoting the transformation we need to continue growing in a sustainable and competitive way.
We are sharply focused on promoting new ways of innovating, working and relating to our customers, with the aim of making Fluidra an even more agile, digital and future-oriented organisation.
Our 2025-2030 strategic plan paves the way to consolidate this leadership, based on three pillars: accelerating growth, operational excellence and competitive differentiation. We are investing in innovation, digitalisation and sustainability projects that allow us to develop more efficient, responsible and people-centred products and solutions.
Just like Piscina Barcelona, we believe that innovation, sustainability and well-being are the great drivers of the sector. Fluidra promotes technologies that connect the swimming pool, wellness and outdoor spaces, promoting more sustainable experiences that are connected to people.
Digitalisation and sustainability are key trends in the industry. What innovations is Fluidra developing to respond to these demands?
Digitalisation and sustainability are redefining our industry, and at Fluidra we want to lead this transformation. Through our Positive Pool initiative, we are promoting a new model of swimming pool that cares: it takes care of the planet and people. This translates in solutions that consume less water and energy, reduce the use of chemicals and, at the same time, improve the user’s safety, health and comfort.
We are also accelerating the digital transformation of the pool ecosystem. With our Fluidra Pool and Fluidra Pro platforms, we have already connected more than one million users and products. These tools offer predictive maintenance, intelligent diagnostics and efficient water and energy management, facilitating a more sustainable and simpler experience for both owners and professionals.
In line with the trends highlighted in the show, we are working on digitalisation, automation and active sustainability. All of this contributes to a smarter, more connected, and responsible user experience.
As a partner of the Piscina Barcelona show, what expectations do you have for this edition and what will you highlight at the event?
Piscina Barcelona is a key event to show the strength and dynamism of our industry. This year we want to inspire the industry with a more sustainable and connected vision, where innovation is the driver of responsible growth.
We will present solutions focused on energy efficiency, smart water management and the use of more circular materials, reinforcing our vision of the pool as a positive infrastructure.
In addition, we will highlight our participation in iconic spaces of the show such as the Innovation Zone, where the latest trends in connectivity, AI and sustainability will be on display, and in the Outdoor & Wellness Experience, which demonstrates how the pool is integrated today into an environment that combines comfort, landscape and functionality.
We also actively participate in the Pool Horizons Summit, an industry initiative that brings together companies, experts and organisations to reflect on the major challenges and opportunities of the future. For Fluidra, it is a space for collaboration and learning that reinforces our commitment to the collective transformation of the industry.
Fluidra participates in internationally renowned projects, such as sports and Olympic facilities. What do these projects contribute to the company’s overall evolution?
The commercial and sports pool is a strategic pillar within our portfolio, which continues to grow, driven by tourism and the demand for sustainable, high-performance facilities. During 2025 we have developed high-profile projects in Paraguay, Italy, Romania and India, as well as new tourist facilities in Egypt, Dubai and Mexico.
These projects also reflect the dynamism of the global market, where demand for sustainable, healthy and connected facilities is booming. We want each installation with the Fluidra seal to combine innovation, efficiency and well-being, contributing to a smarter use of water and reinforcing Spain’s position as one of the world leaders in the industry.
To conclude, what message would you like to convey to the trade professionals and visitors to the Piscina Barcelona show?
Piscina Barcelona is a celebration of talent, innovation and collaboration in our industry. To all trade professionals and visitors I would say that the future of swimming pools and aquatic wellbeing is constructed on the basis of competence, collaboration and a shared vision.
This year the show is experiencing its largest edition in almost two decades, with more than 400 exhibitors from 30 countries and a clear international scope. It is a reflection of the vitality and potential of an industry that continues to grow and transform.
Fluidra will continue to contribute with innovation, commitment and purpose, helping each pool to become an experience that improves the lives of people and the planet.
Cristina Benavides
Piscina Barcelona Associate
