Source: Productos QP
Interview with VÍCTOR MARTÍNEZ · Productos QP
VOICES FROM THE REGION
Based in Valencia, Productos QP analyses the role of the Valencian Community as an ecosystem encompassing the market, industry and knowledge, as well as the technological transformation, efficiency and opportunities that will shape the sector’s future.
Market, industry and business culture
Productos QP has close ties with the Valencian Community. How would you describe this relationship, and what has the region meant for the development of your business?
The Valencian Community is part of who we are. Our headquarters are in Valencia, and it is from here that we have built our business and developed our relationship with the Spanish pool market, even though the company’s different manufacturing facilities are located across the country.
For us, the Valencian Community has been an environment for learning, growth and building relationships with professionals, distributors, installers and manufacturers, all of whom have contributed to the development of a highly dynamic industry.
We believe that one of the region’s great strengths is precisely its ability to bring together industry, entrepreneurship and in-depth knowledge of the market.
What makes the Valencian Community such a significant region for the pool and wellness sector?
The Valencian Community brings together a number of factors that explain its importance. It has a substantial residential market, strong tourism activity, a climate that encourages swimming pool use for much of the year, and a well-established business and industrial tradition.
There is also a broad professional ecosystem around the swimming pool sector, including manufacturers, distributors, installers, service companies and specialist professionals.
If you had to explain to an international professional why the Valencian Community is one of the driving forces behind Spain’s pool industry, what would you highlight?
I would highlight the combination of market demand and a strong business ecosystem. There is real, well-established demand here, together with companies that have learned to compete, innovate and adapt.
Another point worth highlighting is the region’s industrial and entrepreneurial culture. We were among the first to develop a genuine pool industry, with companies that have grown both in numbers and turnover. There are now third-generation companies, and that is a major achievement from an industrial perspective.
There is also another distinguishing factor: our proximity to the Mediterranean and its ideal climate conditions for the pool market, both in terms of use and enjoyment.
“There is real, well-established demand here, together with companies that have learned to compete, innovate and adapt.”
Technology, distribution and the changing consumer
“The swimming pool has evolved into a much more sophisticated system, with increasing levels of electronics and automation.”
The Valencian Community combines industry, a strong residential market and a significant export focus. How would you assess the way these three areas have evolved in recent years?
I think all three areas have evolved positively.
The residential market has shown a great capacity to adapt. In recent years, consumers have been paying increasing attention to comfort, efficiency, automation and maintenance costs. They no longer simply want to own a pool — they want to enjoy it with as little effort as possible.
In the industrial sphere, we have seen a very significant technological transformation. The swimming pool has evolved into a much more sophisticated system, with increasing levels of electronics and automation. Covers, heat pumps, home automation systems… it is a broad market that challenges us to keep innovating year after year.
And when it comes to exports, companies have understood that competing internationally requires much more than simply selling a product. You need to provide service, availability, technical expertise and a distinctive value proposition. We are a pioneering region when it comes to doing business internationally.
What do you consider to be the main factors behind the sector’s growth and competitiveness in this region?
The first is the existence of a substantial national market and a very large installed base of swimming pools, which generates constant activity both in new construction and, particularly, in renovation and modernisation.
The second is business capability. The business ecosystem continues to grow in a market that is still developing.
I would also highlight the specialisation of both distributors and professionals. Professional pool companies have not stood still; they have invested in preparing themselves and have maintained the curiosity and willingness to offer consumers the latest technological solutions.
Which changes have most profoundly transformed the pool sector over the past decade?
The most important change has been the shift from seeing a swimming pool as a relatively simple structure containing water for bathing to seeing it as a space for leisure, relaxation and family life.
Energy efficiency and home automation have become hugely important. Today, we talk about variable-speed pumps, more efficient heating systems and solutions designed to reduce energy consumption.
Water treatment has also changed radically. Salt electrolysis, together with automation and control systems, has improved the user experience and reduced the need for manual intervention.
Pool robots have eliminated one of the most tedious aspects of owning a pool: cleaning it. They are becoming increasingly intelligent and efficient, keeping pools in perfect condition with much less intervention.
Sustainability, professionalisation and renewal
How are issues such as sustainability, energy efficiency and responsible water management shaping the future of the industry?
Spain is a country where water management is a particularly sensitive issue. That is why the pool industry has to demonstrate that it can offer solutions that allow people to enjoy a swimming pool while using resources much more efficiently. Swimming pools account for no more than 0.7% of total water consumption. This is a relatively small share, but because swimming pools are so visible, we also have a responsibility to keep communicating the progress and advances being made by the industry.
Technology plays a fundamental role. Good filtration, correctly sized hydraulic circulation systems, efficient pumps, automation, appropriate water treatment systems and intelligent maintenance management can all significantly reduce consumption.
In your view, what are the main challenges and opportunities the sector will face in the coming years?
Water and energy are going to shape a large part of the decisions made in the years ahead. But we will also have to address other challenges: professionalisation, the shortage of certain technical profiles, the need to train installers and the adaptation of companies to an increasingly complex technological environment.
Having a strong industry association capable of engaging with the authorities and communicating our knowledge and expertise in water management is essential, as is maintaining an open dialogue with society.
We have a very large installed base of swimming pools that needs to be renewed and modernised. There is a major opportunity to replace older equipment with more efficient solutions, increase automation and improve water quality.
“Water and energy are going to shape a large part of the decisions made in the years ahead.”
RENEWAL AND EFFICIENCY AS AN OPPORTUNITY: Productos QP identifies a clear opportunity in modernising the installed base of swimming pools: replacing older equipment, increasing automation, improving energy efficiency and enhancing water quality.
A connected industry, ready to compete and grow
What does the Valencian Community bring to the Spanish pool industry as a whole today?
It brings industry, knowledge, business expertise and a strong market-oriented approach. It also has a very large installed base of swimming pools, with room for further growth, in a region that benefits from a privileged climate and its proximity to the sea.
At Productos QP, our experience has shown us that knowledge of the market is built by staying close to professionals and listening to their needs. That proximity is one of the great assets this region has to offer.
Piscina Barcelona has established itself as one of the sector’s leading international events. What role do you think it plays for companies and professionals in the industry, and what opportunities could it create for the sector’s future?
Piscina Barcelona plays a fundamental role because it brings the entire value chain together in one place. It provides an opportunity to understand not only the national market but also the international one, while creating the business relationships and partnerships that are essential for market growth.
For companies, it is an opportunity to showcase innovation, identify trends and establish commercial relationships. It opens the door to internationalisation. The image it projects is very strong: leading companies, a market that ranks among the three largest in the world, and all of this brought together through Piscina Barcelona.
From our perspective, Piscina Barcelona is a platform for connecting people, companies and knowledge.
“Piscina Barcelona is a platform for connecting people, companies and knowledge.”