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Inside FSPA: New Initiatives, Tools, and Events Transforming Florida’s Pool Industry

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Inside FSPA: New Initiatives, Tools, and Events Transforming Florida’s Pool Industry

The Florida Swimming Pool Association (FSPA) has been at the forefront of advancing the pool industry in Florida, championing innovation, advocacy, and community support. Under the leadership of CEO Elizabeth McMurray, FSPA has implemented a host of exciting changes and initiatives that aim to benefit both industry professionals and consumers. Here, we delve into some of the key developments shaping the FSPA’s impact.

FSPA: Exciting New Initiatives

A New Digital Identity for FSPA

The recent redesign of FSPA’s website marks a significant milestone for the organization. Elizabeth McMurray expressed her enthusiasm about the transformation: “We are in love with our new brand and website!” The overhaul coincided with a broader brand refresh, ensuring cohesiveness across all platforms. McMurray explained, “We wanted to make it really clear where the consumer resources are and provide value to our members by enhancing ease of use of the member ‘Find a Pool Pro’ search engine.”

FSPA Portals

In addition to streamlining navigation, the redesigned site now features standout pages for education, government relations, and the Florida Swims Foundation. One of the most innovative additions is the Florida Job Pool, a first-of-its-kind industry-specific job engine in Florida. McMurray highlighted its significance: “It’s free for our members to use to post their positions, focusing on workforce development in the industry.” Non-members can also participate for a fee, broadening its reach and impact.

Workforce Development with Florida Job Pool

Although the Florida Job Pool is still in its early stages, its potential to transform employment in the pool industry is evident. McMurray detailed that the FSPA’s new platform is still being built out and filled with job listings. However, she revealed plans for a marketing campaign to promote the initiative, emphasizing its dual mission of creating value for members and fostering workforce development.

Florida Job Pool - FSPA

Advocacy Through PIPAC

The Pool Industry Political Action Committee (PIPAC) serves as the legislative arm of the FSPA, working tirelessly to advocate for industry-friendly policies. McMurray explained its role: “This entity helps us to support industry-friendly candidates in Tallahassee that are advancing the industry forward.” By aligning with supportive legislators, PIPAC ensures that the needs and concerns of the pool industry remain front and center in state policy discussions.

FSPA PIPAC Pool Industry Political Action Committee

Supporting Members in Times of Crisis

FSPA’s commitment to its members extends beyond advocacy. Through the Florida Swims Foundation, the organization established a Hurricane Relief Fund following Hurricane Ian in 2022. This fund provides forgivable grants ranging from $5,000 to $10,000 to member businesses affected by hurricanes. “Our grants can pay for things like insurance deductibles, lost equipment, or payroll expenses for lost work time,” said McMurray. This initiative underscores FSPA’s dedication to supporting its community during challenging times.

Florida Swims Hurricane Relief FSPA

Making It Easier to Find a Pool Pro

One of the most consumer-friendly aspects of the new website is the redesigned “Find a Pro” feature. McMurray described it as “pretty simplistic, which is the point!” Consumers can easily locate industry professionals by entering their desired category and geographic location. “We even have a Google Maps widget built in,” she noted, ensuring a seamless and efficient user experience.

FSPA - Find a Pool Pro Tool

Preparing for 2026 Florida Building Code Updates

The FSPA’s proactive approach to the Florida Building Code (FBC) updates reflects its commitment to industry standards. McMurray outlined the comprehensive process: “In 2024, we did an all-call to membership at large to submit their concerns and proposals.” The Building Code Task Force, composed of engineers, builders, and other industry experts, has been diligently working on 12 residential and 9 commercial proposals to submit to the state. This collaborative effort ensures that FSPA members have a voice in shaping the industry’s future.

Everything Under the Sun Expo: A Showcase of Excellence

The Everything Under the Sun Expo has long been a cornerstone of FSPA’s calendar. McMurray proudly stated, “We are one of the largest industry trade shows in the country, definitely the largest in the southeast United States.” With over 50 years of history, the Expo offers dynamic educational opportunities and an impressive array of exhibitors. Attendees are encouraged to register in advance to take advantage of pricing discounts and ensure access to preferred courses. McMurray added, “This year, we will have a ton of onsite self-check-in stations, making the process faster and easier than ever.”

FSPA - Everything Under The Sun Expo

Celebrating Industry Achievements

FSPA’s recognition programs, including the Design Awards, Tops in Trucks, and Service Professional of the Year, highlight the exceptional contributions of its members. “These businesses and individuals work year-round to bring an incredible product and lifestyle to their customers,” said McMurray. By celebrating these achievements, FSPA fosters a sense of pride and camaraderie within the industry.

A Festive Finale: The Friday Night Party

The Friday Night Party at the Expo is a much-anticipated event. This year, it will be held at Cuba Libre, featuring cigar rolling, live entertainment, and a festive atmosphere. “There is such a high-energy spirit each year,” McMurray remarked. “It’s a true celebration of great people doing great work.”

FSPA: Looking Ahead

With a dynamic mix of new initiatives, expanded resources, and industry-focused events, FSPA continues to elevate the pool industry. Whether through its revamped website, innovative job board, or advocacy efforts, the association proves its unwavering commitment to supporting professionals and enhancing consumer experiences. The future of Florida’s pool industry looks brighter than ever, thanks to FSPA’s forward-thinking approach and dedication to its members.

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Joe Trusty

Editor in Chief of Pool Magazine - Joe Trusty is also CEO of PoolMarketing.com, the leading digital agency for the pool industry. An internet entrepreneur, software developer, author, and marketing professional with a long history in the pool industry. Joe oversees the writing and creative staff at Pool Magazine.

To contact Joe Trusty email [email protected] or call (916) 467-9118 during normal business hours. For submissions, please send your message to [email protected]

Industry News

Cover Care Names Greg Conner Executive VP and General Manager

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Greg Conner, Executive Vice President and General Manager of Cover Care, wearing a navy Cover Care polo shirt.

Cover Care, LLC, providers of automatic pool safety covers and pool safety fencing, is pleased to announce the appointment of Greg Conner as the company’s new Executive Vice President and General Manager. In his new role, Conner will oversee the company’s operations, team, and growth strategy as they expand their reach across North America.

Conner brings nearly two decades of global leadership experience in the automation and supply chain technology industries. Most recently, he served as President of Warehousing Solutions – North America at Vanderlande Industries, a Toyota-owned global leader in warehouse automation, leading a $1.2 billion division. There, his seven-point transformation strategy produced the highest sales pipeline in company history, drove a more than 700% increase in qualified sales opportunities and moved the division from last to first in employee opinion survey results.

Conner began his career in 2005 at Bastian Solutions, helping transform the company from an equipment provider into a full-scale automation systems integrator. As Vice President of Global Sales, he helped the company secure hundreds of millions of dollars of sales across three continents while also helping to establish many of the company’s regional offices and oversaw operations across Canada, Mexico, South America, Europe and India. After Toyota Industries Corporation acquired Bastian in 2017, he served as Senior Vice President of Corporate Development, leading the acquisition of RH Brown Company and delivering more than 200% EBIT growth in three years. He was named the Material Handling Institute’s Outstanding Young Professional of the Year in 2015 and holds a degree from Purdue University.

For Conner, who serves as President of the Friends of Central Pool, the role is also personal. “I’ve spent a significant part of my life involved in aquatics and have seen firsthand the importance of water safety,” he said. “The fact that automatic safety covers and pool safety fencing help prevent tragedies and save lives gives the work a purpose that goes well beyond simply selling a product.”

Conner was also drawn to Cover Care’s strong foundation and vision for continued growth. Under his leadership, customers and partners can expect a team that is responsive, creative and easy to do business with — one willing to try new approaches and focused on following through and exceeding expectations.

“Greg brings a fresh perspective and a proven track record of scaling organizations at exactly the right time for Cover Care,” said Jacob Bloss, Director of Operations for Cover Care. “As we experience exponential growth, his experience building high-performing teams, opening new markets and leading global organizations will bring new ideas to how we operate and serve our customers. We’re excited to have him helping lead the next chapter of our company.”

About Cover Care
Cover Care, LLC is a leading provider of automatic pool cover and pool safety fence solutions, offering professional installation, maintenance, repair, and replacement services. With experienced local teams in 39 states across the country, Cover Care partners with pool builders and homeowners to deliver high-quality installations, reliable service, and enhanced pool safety.

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Luciana Amaro Joins Franklin Electric as Chief Human Resources Officer

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Luciana Amaro, newly appointed Chief Human Resources Officer at Franklin Electric, pictured in a black blazer.

Fort Wayne, IN – October 2026 – Franklin Electric Co., Inc. (NASDAQ: FELE), announces that Luciana Amaro has been appointed Chief Human Resources Officer. Amaro will report to Joe Ruzynski, Chief Executive Officer, and will lead the company’s global Human Resources strategy, partnering with business leaders to strengthen organizational capability, advance talent and leadership development, and foster a high-performance culture that supports Franklin Electric’s long-term growth objectives.

Amaro brings 28 years of Human Resources leadership experience across complex global organizations with significant R&D, manufacturing, and commercial operations. Her international career spans Brazil, Germany, and the United States. Most recently, she served as Senior Vice President of Human Resources at Elanco Animal Health, where she led a global HR organization supporting the company’s people strategy and business transformation. Earlier in her career, she held senior HR leadership roles at BASF and Yara International, with responsibilities spanning the Americas and global talent and leadership development.

“Luciana’s breadth of experience, strategic mindset, and passion for people make her an outstanding addition to our leadership team,” said Joe Ruzynski, CEO. “She has a proven track record of building strong organizational cultures, developing leaders, and aligning talent strategies with business priorities. As we continue to grow globally, Luciana’s leadership will help us attract, develop, engage, and retain the talent needed to achieve our long-term goals.”

Amaro’s previous experience and business perspective position her well to support Franklin Electric’s global workforce and strategic priorities.

“It is an honor to join Franklin Electric and become part of an organization with such a strong reputation for innovation, customer focus, and values-driven leadership,” said Amaro. “I look forward to connecting with our people around the world, building on the company’s strengths, and working together to create an environment where people can grow, thrive, and make a meaningful impact on our business and the customers we serve.”

About Franklin Electric
Franklin Electric is a global leader in the production and marketing of systems and components for the movement of water and energy. Recognized as a technical leader in its products and services, Franklin Electric serves customers worldwide in residential, commercial, agricultural, industrial, municipal, and fueling applications. Franklin Electric is proud to be recognized in Newsweek’s lists of America’s Most Responsible Companies 2024, Most Trustworthy Companies 2024, and Greenest Companies 2025; Best Places to Work in Indiana 2024; and America’s Climate Leaders 2024 by USA Today.

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RB Retail & Service Solutions Launches RB Propel

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Woman using a tablet displaying RB Propel inventory software inside a pool and spa retail showroom filled with hot tubs and products.

RB Retail & Service Solutions is pleased to announce it has introduced RB Propel, a new cloud-based business management platform built specifically for pool and spa service and retail businesses. RB Propel is designed to help operators move away from the patchwork of disconnected point-of-sale systems, service apps, spreadsheets, and manual processes that many businesses rely on today, replacing them with a single software system.

The platform connects store operations, field service, inventory, customer history, and back-office workflows, giving owners and teams one control center for the entire business. Rather than choosing between lightweight tools that create blind spots or enterprise systems that add implementation complexity, RB Propel is positioned to offer the operational depth pool and spa businesses need with a modern cloud experience.

Key benefits include reduced duplicate work through connected customer and sales data, stronger margin protection through improved inventory accuracy and job-level visibility, and standardized workflows and reporting that support growth across multiple locations.

RB Propel also includes guided onboarding, training, and responsive support, reflecting the company’s recognition that switching business systems carries risk for operators who can’t afford disruption during peak season.

RB Propel is releasing features in waves and currently onboarding Retail business with the next wave including include service businesses. Learn more at rbretailandservicesolutions.com

About RB Retail & Service Solutions software:
For more than 20 years, pool and spa retailers and service professionals have helped shape RB into a platform built around the real-world needs of the industry. Since 2003, RB has remained focused on one mission: helping pool and spa businesses operate more efficiently, serve their customers better, and grow with confidence.

What began as a vision to simplify complex retail and service operations has evolved alongside the businesses RB serves. Decades of industry experience, customer feedback, and changing technology have helped shape the next chapter of RB: RB Propel.

Built for the future of the pool and spa industry, RB Propel brings the experience and functionality businesses have come to expect from RB into a modern, cloud-based platform designed to simplify everyday operations and support continued growth. From retail and customer management to service, inventory, payments, and business insights, Propel is being designed to connect the critical areas of a pool and spa business in one solution.

RB Propel represents more than a new software platform—it is the next evolution of a partnership that began more than two decades ago. As the industry continues to change, RB remains committed to listening to its customers, embracing innovation, and building technology that helps pool and spa professionals spend less time managing software and more time growing their businesses.


https://rbretailandservicesolutions.com/
1-866-933-9099

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