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PHTA Joins Forces with Fluidra Through Brand-New Strategic Partnership Program

  • Dec 18, 2020

December 18, 2020

Media Contact:
Janay Rickwalder, CAE
Vice President, Marketing and Communications
703-357-3918 |

PHTA Joins Forces with Fluidra Through Brand-New Strategic Partnership Program

(Alexandria, Va.)— The Pool & Hot Tub Alliance is proud to announce its new strategic partner: Fluidra. PHTA created the Strategic Partnership Program to provide special opportunities for companies that promote the association’s initiatives, including education, advocacy and market outreach. Through this brand-new program, PHTA recognizes each partner’s commitment to the pool and hot tub industry by helping them maximize brand visibility, connect with thousands of engaged industry professionals and unlock valuable opportunities. Fluidra is one of the first companies to align with PHTA as a strategic partner.

Fluidra is a global leader in the pool and wellness industry and is known in North America through its leading brands, such as Jandy, Polaris, Zodiac and iAquaLink. The company operates in more than 45 countries .and has long-standing experience in developing innovative products and services for the residential and commercial pool market. “With its new leadership, PHTA has new energy and a refreshed vision,” said Brad Parker, Vice President of Marketing with Fluidra. “Like Fluidra, they're 100% committed to supporting and growing our industry, so we felt it was important that we work closely with them and do our part to move our industry forward.”

“We are extremely proud to align ourselves with Fluidra,” said PHTA President and CEO Sabeena Hickman, CAE. “Our sponsors are a distinguished group, attuned to best practices and trends, and adept at understanding what’s on the horizon within the industry—and as an industry leader, Fluidra fits the bill. My hope is that more first-rate pool and hot tub companies will come aboard as PHTA strategic partners.”

As members of the PHTA Strategic Partnership program, pool and hot tub companies will have the ability to expand their reach in 2021 and remain at the center of the industry’s most important conversations.

For more information about the PHTA Strategic Partnership Program, please contact PHTA National Sales Director Sheri Jackson at or 703-838-0083 ext. 157.


About the Pool & Hot Tub Alliance
The Pool & Hot Tub Alliance (PHTA), a non-profit organization with nearly 3,500 members from around the world, was established in 1956 to support, promote, and protect the common interests of the $36.5B pool, hot tub and spa industry. PHTA provides education, advocacy, standards development, research, and market growth to increase our members’ professionalism, knowledge and profitability. Additionally, PHTA facilitates the expansion of 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


Pool & Hot Tub Alliance Strategic Partners:

  • Fluidra
  • Hayward
  • Lou
  • Lyon Financial
  • MCC
  • Pentair
  • Raypak
  • WatkinsWellness

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