Accelerated growth with strategic acquisitions
Andy Slater- 5 hours ago
Fluidra has presented its strategic plan for the medium term with a focus to accelerate profitable, sustainable, and consistent growth by gaining market share plus strategic acquisitions.
As part of its strategic plan for the medium term, Fluidra has revealed that it has achieved a good start to the year with Q1 2025 preliminary sales up seven per cent year-on-year and growth across all regions. Within the medium term period of its plan, the global leader in equipment and connected solutions in the pool and wellness sector expects to achieve annual sales growth between six per cent and eight per cent, alongside an increase in adjusted EBITDA margin to over 25 per cent and ROCE over 17 per cent.
The plan outlines that Fluidra, which has pool and hot tub product powerhouse Certikin as a subsidiary, is also building on the success of its ‘Simplification Program’ and continuing to drive operational excellence through its agile, cost-effective, and customer-centric global supply chain. By combining global capabilities with strong regional execution, the company is well-positioned to support growth and deliver consistent performance. Looking ahead, Fluidra has also identified additional opportunities to achieve €120million in productivity and cost savings between 2026 and 2030.
Innovation will continue to be a key pillar for Fluidra, which aims to differentiate itself in the market with a smart and connected pool equipment ecosystem and a strong commitment to sustainability. Backed by high and consistent product quality and a leading portfolio of innovative solutions, Fluidra will further leverage its global platform and capabilities to enable more efficient product development.
According to Fluidra, new pool construction is currently at historically low levels and it is expected to drive growth as it returns to normalised levels in the mid-term. Additionally, aftermarket demand provides Fluidra with high resiliency and predictability underpinned by ongoing pool maintenance, repair and upgrade needs that ensure reliable spending once a pool is built. The company plans to unlock substantial expansion potential in the commercial pool market with rising demand from hospitality, wellness, and recreation sectors.
Regarding tariffs, the company has implemented an action plan to offset the impact working with suppliers to realign the supply chain, cost control and productivity measures and commercial initiatives including price increases.
“Our sector has proven its resilience over time, and despite short-term macroeconomic uncertainty, we remain focused on strengthening Fluidra for the long term,” divulged Fluidra Executive President Eloi Planes.
“Today, we are a structurally stronger company, with a broad global presence, customer-centric service, and leadership in connected and sustainable pools. We are reinforcing our global leading position to drive long-term growth through efficiency, innovation, and unwavering customer focus in a structurally attractive industry.”
The strategic plan follows Fluidra taking a step into the future of pool cleaning by forming a strategic alliance with leading player in cordless robotic pool cleaning technology Aiper, which achieved sales of approximately $195million in 2024, up an impressive 75 per cent compared to the previous year.
With global operations and employing around 470 people, Aiper’s primary markets are North America and Europe, while its strategic manufacturing partners are located in Vietnam and China. It has also been revealed that Aiper operates two R&D sites, employing more than 270 engineers.
The transaction has been structured in two phases. The first is Fluidra acquiring a 27 per cent interest in Aiper Inc through a $100million capital raise, which will trigger initial collaboration to enhance innovation. In a second phase, Fluidra plans to increase its interest in Aiper to a majority stake through a subsequent investment in cash or in kind. This phase II investment is planned when Aiper reaches revenues of more than $370million and EBITDA margins around 15 per cent.
Along with robotic pool cleaners, pictured, Aiper products include the Scuba X1 Pro Max that incorporates the world’s first OmniSense+ technology, which maps every inch of the pool and automatically cleans every part of it, and also features FlexiPath™ technology to adapt to a pool’s layout for thorough, efficient cleaning.
“We are truly excited about this strategic partnership and initial meaningful minority stake in Aiper with a path to being a majority shareholder,” divulged Fluidra CEO Jaime Ramirez.
“The company’s breakthrough innovation, consumer-focused approach and talented team are exactly what we look for in a partner as we shape the future of smart pool cleaning. Together, we are set to provide smarter, more efficient solutions to our broad range of customers worldwide.”
Aiper Founder and CEO Richard Wang said: “This is an exciting moment for Aiper. Joining forces with Fluidra, a global leader in the industry, is an incredible opportunity to take our innovation and growth to the next level.
“We share a passion for pushing the boundaries of intelligent pool cleaning, and together, we are set to redefine what is possible.
“With Fluidra’s global reach and capabilities, we are even more confident in our ability to deliver smarter, more efficient pool cleaning solutions. I’m incredibly excited for what lies ahead.”
