“The future of the swimming pool sector entails automating every process” Interview with J.Peñalver, General Director on Industrial Diasa

This year 2015 is being a special one for the company, apart from being its 40 anniversary, Diasa Industrial is growing day by day worldwide thanks to both the work and effort of its employees to develop high quality products and to the commercial strategy being conducted.

Without a doubt, the Pool Exhibition Fair “Salón de la Piscina” for water treatment and swimming pools sector, is one of the events of the year. One more year, Diasa Industrial is again present.

J.Peñalver explains how he thinks about Diasa Industrial´s participation in the next edition of Pool & Wellness 2015 Barcelona.

For over 40 years, Diasa Industrial  has been researching, developing, producing and commercializing chemical products for numerous sectors, including water treatment plants and swimming pool maintenance. The company, which is based in La Rioja, has taken advantage of the economic crisis to make a sweeping restructuring of its swimming pool division, which has enabled it to make the leap from a chemicals manufacturer to a global supplier capable of fulfilling the needs of any client with an extensive, high quality, competitively-priced range of products.

This strategy – which has been highly successful in the domestic market – has also opened the door to new European and Middle Eastern markets. The General Manager of Diasa Industrial, José Javier Peñalver Gil, explains how the company is approaching its participation in the forthcoming edition of Piscina & Wellness Barcelona 2015.

How do you rate the evolution of the swimming pool sector over the last year? Are you noticing a surge in domestic demand?

Without any doubt at all, and with concrete data to back it up, this has been the best year for us since 2008, when the crisis started in the sector along with a huge drop in sales. Our company has been noticing the rebound for two years now; 2013 was a good year for Diasa Industrial, then 2014 considerably improved on that, and of course it’s all taken off in 2015. I think this year the market is completely back on track. Plus we’re not only seeing this in sales but also in the way that clients are responding, with much more energy and commercial spirit when it comes to placing orders or making forecasts, something that we lost with the crisis. This is unquestionably the most important thing: that our clients have faith in us and are working positively towards a future they see as being much better.

Of every euro that the end consumer spends on swimming pools, half is spent on chemical products and the other half on equipment. This figure reveals the important role of water treatments. What are the main trends in this area for guaranteeing that consumers will get the optimum swimming pool water quality?

Diasa Industrial is also committed in equal measure to both these areas, given that we not only create and market new chemical products for water treatment but also source and develop new appliances, accessories and solutions for pool equipment. We believe that both segments are equally important and complement each other, as during the years of the crisis the sales of swimming pool equipment fell massively in line with the drop in the construction of swimming pools, while the consumption of chemicals remained stable. Following the trend to increase equipment in swimming pools,  in 2015 we created the new Dpool range, a brand that embraces the products manufactured directly by us or under our close supervision in other parts of the world.

How can today’s users improve the treatment of their swimming pool water to reduce the amount of time necessary to have it in a perfect state?

There is no doubt that the future of the swimming pool sector entails automating every process and improving product dosage and control. This is already an established process in other countries such as the USA and even in countries closer to home in the EU. Pumps with speed shifters and dispensers controlled by Bluetooth or Wi-Fi by telephones or tablets are already operating in swimming pools in these countries. In Spain this trend is taking longer to get underway for two reasons: the first is that we are still emerging from a terrible crisis that has forced most users to seek the cheapest possible option for maintaining their pools. Consequently it has been a slow and challenging task to introduce these new accessories, which are much more expensive, into the Spanish market. The second reason is the general situation in other countries where there are laws that penalize the excessive use of electricity and reward efforts made to save energy. The end user in other countries is much more aware than Spanish users of the fact that in the long term there are benefits to installing these products in their swimming pools despite their high initial cost.

Is there a ‘perfect’ water treatment for swimming pools? Which factors determine the choice of one treatment over another, depending on the pool?

There is no single ideal treatment for swimming pools. In many cases, it depends on the quality requirements or budget of the user, and in other cases it depends on the area in question, the water quality, the climate, the number of bathers using the pool, and so on. For example, a product that Diasa Industrial has been promoting for years is our liquid oxygen (Diaquox50 and Diastar). The users who have tried it are very loyal and extremely happy with the results. However, in some areas, either because of the type of swimming pool or simply for other requirements, users opt for more simple treatments such as traditional disinfection with chlorine or more modern solutions such as saline chlorination. Bromine is another disinfectant that people could consider. However, it is more expensive and can sometimes cause allergies, though it also offers advantages such as the absence of chloramines (bromines are harmless), the absence of any smells or vapours in the installation, etc. For that reason we believe that different swimming pool treatments will continue to exist and be used side-by-side in Spain and, indeed, worldwide.

Although conventional products are still in the majority, there has been a spectacular increase in saline electrolysis disinfection systems according to the latest survey by ASOFAP and the Piscina & Wellness Barcelona show. What do you think is behind this?

We’ve followed this trend at Diasa, first by introducing an exclusive product to the Spanish market from Australia (the home of saline chlorination) and later, very innovatively, by designing and manufacturing in the EU a new range of saline chlorination and pH dosing systems to supply a much broader segment of the swimming pool sector. We believe that this growth in demand is due to users’ search for automated dosing systems for swimming pool disinfectants and for more beneficial alternatives to chlorine. Even so, we reiterate that a treatment with or without chlorine is not necessarily either better or worse, they are just different and there is a place for everything. Many users are unaware that by adding salt to their swimming pool, which has to go through a chlorine generator, they are still getting chlorine, though in another chemical form which in terms of our senses behaves in a different way. Thus saline chlorination uses the same form of disinfection as a straightforward chlorine tablet, but you need to bear in mind the lack of a stabilizer, the higher consumption in this kind of installation of the pH reducer, etc.

What are Diasa’s expectations of the forthcoming Piscina & Wellness Barcelona event? What new products will you be presenting at the show?

As a Global Partner, at this edition of the event Diasa Industrial has put all its irons in the fire with a brand new stand of over 200 square metres in the best location at the venue, which will include meeting areas, a swimming pool where visitors can see and try out our new star products, an exhibition of our product range in different formats and, of course, a spacious leisure area where visitors can enjoy the finest wines from La Rioja in Spain, our operational headquarters. This year we will be showcasing new equipment from the Dpool range for saline chlorination and dosing systems as well as other brand new accessories, full sets of filtering equipment, etc. With regard to our chemical range, Diasa Industrial will be presenting more targeted products and formats for every need which are bound to be extremely popular with our distributors. We will also be featuring other manufacturers on our stand whose products we distribute on an exclusive basis, such as Fairland, the world leader in the swimming pool heat pump market.

PROFILE – José Javier Peñalver Gil

José Javier Peñalver joined Diasa Industrial in 2003. Since then he has worked as Sales Manager for the Levante region, regional Stores Manager, Sales Manager of the swimming pool division at a national level, and is now the company’s General Manager, a position he has held for the last two years. Peñalver, who trained as an agricultural technical engineer, is highly knowledgeable about the opportunities for using chemical products in general and in the canning industry and the swimming pool and water treatment sectors in particular.



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