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Fluidra Commits $100,000 to Step Into Swim Drowning Prevention Initiative

  • Jan 24, 2024

January 24, 2024

Media Contact:
Amy Willer
Director, Content and Communications
703-838-0083, ext. 121 |

Fluidra partners with the Pool & Hot Tub Alliance for third year in a row to increase access to swim lessons and water safety resources

(Atlantic City, NJ) — Step Into Swim, an initiative of the Pool & Hot Tub Alliance (PHTA) dedicated to creating more swimmers through safe swim education, announced its ongoing partnership with key program supporter Fluidra. Fluidra is an industry-leading global manufacturer of commercial and residential swimming pool equipment and connected pool solutions. Their generous donation, announced at the Northeast Spa & Pool Association (NESPA) Pool & Spa Show this week, is part of an ongoing commitment from the company to provide low-cost or free swim lessons to children in underserved communities around the country.

(L to R): Jill Rooks, Vice President of Customer Experience & Service, Fluidra; Lennie Rhoades, President, Fluidra North America; Rowdy Gaines, Vice President of Partnerships & Development, PHTA; Bruce Brooks, Global CEO, Fluidra; Sabeena Hickman, President & CEO, PHTA; PHTA Chairman of the Board Joe Laurino, Ph.D., Periodic Products, Inc.; PHTA Board Member Scott Frost, Executive Vice President of Sales & Service, Fluidra

"Fluidra has been the leading advocate for Step Into Swim since 2021," says Olympic Gold Medalist Rowdy Gaines, PHTA Vice President of Partnerships & Development, who leads the Step Into Swim initiative. "Their continued financial support has made it possible for us to expand our reach and gift the lifesaving skill of swimming to tens of thousands of children. I am so appreciative of their donation this week, which will help us reach our goals for 2024."

With their $100,000 donation, Fluidra will be helping Step Into Swim provide learn-to-swim programming for countless children this year. Fluidra's mission is to deliver the perfect pool and wellness experience, and giving children the opportunity to learn how to swim safely is a key component of that mission.

"Our commitment to fostering a safer and healthier swimming experience extends beyond business, it's a commitment to our greater community," said Lennie Rhoades, President of Fluidra North America. "We proudly support Step Into Swim, because every individual, regardless of their background, deserves the opportunity to learn and enjoy the lifesaving skill of swimming."

Fluidra and their fellow Step Into Swim supporters have a collective goal of providing the lifesaving skill of learning to swim and raising awareness for the aquatic industry's role in improving public health and safety. In 2023, Step Into Swim raised over $1.4 million dollars, which provided grants to more than 100 facilities in 32 states and Canada and funded swim lessons for 23,500 children. The initiative has gifted more than 300,000 swim lessons since 2012 through YMCAs, Jewish Community Centers, Boys and Girls Clubs, and many more. The program is funded through partner contributions, which are integral for advancing the mission. Every dollar donated goes directly to learn-to-swim programming. To learn more, visit


About the Pool & Hot Tub Alliance and Step Into Swim
The Pool & Hot Tub Alliance (PHTA), a non-profit organization with 3,800 members from around the world, was established in 1956 to support, promote, and protect the common interests of the $62B pool, hot tub, and spa industry. PHTA provides education, advocacy, standards development, research, and market growth initiatives to increase our members’ professionalism, knowledge, and profitability. Additionally, PHTA promotes the use of pools by expanding swimming, water safety, and related research and outreach activities aimed at introducing more people to swimming, making swimming environments safer, and keeping pools open to serve communities. For more information, visit

Step Into SwimTM is an initiative of the Pool & Hot Tub Alliance and its foundation committed to safe swim education and drowning prevention. By investing in the next generation of swimmers through learn-to-swim programming, the Step Into Swim initiative instills confidence, empowers long-term participation in water activities, touts the positive benefits of water play, and advocates for safe practices. Since its inception in 2012, Step Into Swim has played a role in reducing drowning fatalities and has gifted swim lessons to more than 300,000 children with support from community organizations, partners, industry advocates, members and more. For more information, visit

About Fluidra
Fluidra is a publicly listed company focused on developing innovative products, services and IoT solutions for the residential and commercial pool markets, globally. The company operates in over 45 countries and owns a portfolio of some of the industry’s most recognized and trusted brands, including Jandy, Polaris, S.R Smith, iAquaLink®, Taylor Water Technologies, Cover-Pools®, and Grand Effects®. To learn more about Fluidra, visit or call 800-822-7933.


Pool & Hot Tub Alliance Strategic Partners:

  • Biolab
  • Fluidra
  • Hayward
  • Heritage Pool Supply Group
  • Lou
  • Lyon Financial
  • Pentair
  • WatkinsWellness
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