Freshly appointed President of the British Swimming Pool Federation (BSPF), Dorian Davies gave a particularly insightful video interview live from SPATEX 2026, addressing the key issues shaping the UK and European markets. A rare, clear and highly informative contribution for industry professionals, now available on EuroSpaPoolNews.
Dorian Davies outlines the key challenges and prospects of the British market in an insightful interview
At the 30th edition of SPATEX, held at the Coventry Building Society Arena, the UK wet leisure industry marked an important milestone: during the annual industry gala evening, Dyfed Thompson-Smith officially handed over the presidency of the British Swimming Pool Federation (BSPF) to Dorian Davies.
Present at SPATEX as a media partner, EuroSpaPoolNews accompanied this major event for the sector. Our UK Special 2026 magazine was distributed at the show, reaffirming our commitment to the British market.
As part of our partnership with the SwimmingPool International Podcast, Angela Herrmann and Katerina Vasak (Export Account Manager at EuroSpaPoolNews) conducted an in-depth interview with the new BSPF President. This detailed exchange provides valuable insight into current and future market challenges, as well as the priorities of the new presidency.
Discover the full interview with Dorian Davies, conducted by Angela Herrmann and produced by EuroSpaPoolNews
Throughout the conversation, Dorian Davies reflects on his professional journey, clarifies the strategic role of the BSPF and delivers a thorough analysis of developments in both the British and European markets.
A presidency grounded in over 30 years of industry experience
Dorian Davies is no newcomer to the industry. Active in the swimming pool and spa sector since the late 1980s, he has held major commercial and marketing roles within the B2B environment, working with international manufacturers and distributors. His career has placed him at the heart of industrial dynamics both in the UK and internationally.
His involvement in trade associations naturally followed this path. Long engaged within professional bodies, he notably contributed to the creation and development of BISHTA before serving as its Chairman. His appointment as President of the BSPF therefore represents a coherent progression, underpinned by a deep understanding of the sector's technical, commercial and institutional challenges.
Dyfed Thompson-Smith officially hands over the BSPF presidency to Dorian Davies at the annual gala evening
The BSPF: a unifying structure at the heart of the British industry
The interview sheds light on the strategic role played by the BSPF within the UK ecosystem. As an umbrella organisation, it coordinates:
- SPATA (pools),
- BISHTA (hot tubs),
- the Swimming Teachers' Association,
- SPATEX,
- as well as its communications arm, PIP.
Beyond this structural framework, the BSPF plays a key alignment role: pooling resources, avoiding fragmentation of initiatives and presenting a coherent collective voice to both public authorities and consumers.
One key point highlighted in the discussion is that profits generated by SPATEX are reinvested into promoting the sector to the general public. The exhibition is therefore not solely a commercial platform, but also a strategic lever supporting the visibility and credibility of the British wet leisure industry.
Modernisation and professionalism: a clear priority
Among the major themes addressed by Dorian Davies is the recent modernisation undertaken by the associations. The complete rebranding of SPATA and BISHTA (including new visual identities, redesigned websites and updated communication tools) reflects a clear ambition: to reposition the associations within a more contemporary framework and strengthen their engagement with the end consumer.
Beyond image, the objective is to expand membership. The assessment is candid: there are still more companies operating outside the associations than within them. The new presidency aims to make membership more attractive by highlighting tangible benefits such as adherence to codes of ethics, compliance with recognised standards and enhanced professional credibility.
Professionalism is another central pillar. Training, technical certification and compliance with standards, particularly regarding water quality and safety, are presented as essential elements in maintaining high standards within a multidisciplinary profession encompassing construction, hydraulics, chemistry and electrical systems.
SPATEX: 30 years of consolidated growth
The 2026 edition, celebrating the show's 30th anniversary, illustrates the maturity SPATEX has achieved. Born from the British industry's determination to create its own professional event and retain control over its benefits, the exhibition has progressively established itself as a national cornerstone.
This year confirms that trajectory: record exhibition space, stands sold out months before opening, and growing international participation. SPATEX now stands as a model of an industry-led event whose returns are reinvested directly into the development and promotion of the sector.
The British market: between resilience and vigilance
From an economic perspective, Dorian Davies provides a balanced analysis. The hot tub segment, heavily boosted during the Covid period, has undergone a significant correction phase. The exceptional demand observed during the pandemic effectively brought forward several years of sales, resulting in a subsequent slowdown and increased price pressure.
By contrast, the swimming pool market has proved more resilient. Positioned within a higher-end customer base, it remains less exposed to abrupt fluctuations. Product quality and the continued rise in professionalism also contribute to supporting the segment's stability.
However, optimism remains cautious. The interview highlights the decisive influence of geopolitical and economic contexts on investment decisions, particularly among high-net-worth customers who are traditionally sensitive to political instability. International tensions, notably the conflict in Ukraine and the evolving political climate in the United States, are cited as factors likely to affect consumer confidence. Stability therefore remains a key condition for consolidating recovery and sustaining positive momentum.
Regarding Europe, the outlook is generally favourable. Dorian Davies points to the strength of certain markets, particularly in Northern Europe, where consumers tend to prioritise quality and added value over purely price-driven decisions. He also stresses the importance of European cooperation, through collaborations with EUSA and, more broadly, WAPSA, to harmonise exchanges, share best practices and reinforce industry coherence at an international level.
Beyond institutional announcements, this interview offers a strategic reading of British and European market dynamics, the challenges of associative structuring and the key issues facing professionals in the years ahead. A valuable insight for understanding current developments and anticipating the transformations shaping the swimming pool and spa industry.
