Fresh Eyes as a Business Asset

PHTA Strategic Partner Solenis examines how new and diverse perspectives can support growth in the pool and hot tub industry

When you experience many of the same business challenges and opportunities year after year, relying on the same solutions often makes sense. However, sometimes it’s good to shake things up. New perspectives and ideas can help identify new paths to growth.

At Solenis, that fresh perspective comes from Jennifer Bressler.

Bressler joined Solenis, a leading global provider of water treatment solutions for residential and commercial pools and spas, in 2023, after more than two decades working at The Home Depot.

While at The Home Depot, Bressler served as vice president of merchandising and led a substantial multi-billion dollar merchandising business across in-store and online platforms. Most recently, Bressler served as vice president of retail market development at Chicago-based James Hardie, utilizing her comprehensive strategic operations experience for the first time in manufacturing.

Now, she leverages her unique background and commitment to driving growth and innovation as Solenis’ vice president and general manager for North America Pool Solutions.

In this role, Bressler leads Solenis’ North America sales teams — and asks the big questions.

The value of "why"

After a year at Solenis, Bressler still calls herself a “newbie” to the pool and hot tub industry. “I can still use the new card and ask ‘why?’,” she said.

While Bressler is learning a great deal about the industry, market, and business operations from her team, her questions often make them think. “I get lot of answers like, ‘We’ve always done it that way.’ But also, ‘If we tried it that way, it could work seamlessly.’”

According to Brian Durant, senior director of Sales North America at Solenis, Bressler’s fresh perspective has been incredibly beneficial.

“Evaluating our business and industry with fresh eyes allows us to identify opportunities and challenges that might be overlooked by those of us who have been in the industry forever,” he said.

“This can lead to innovative solutions, improved processes, and a more dynamic approach to business challenges.”

"I'm going to keep asking so I can learn. But also so I can challenge the norms a little bit."
- Jennifer Bressler

Durant thinks Bressler’s background driving innovation in strategic operations may be uniquely beneficial, especially as home improvement has some similarities to the pool industry, such as channel management, brand management, and pull-through sales.

Bressler isn’t shy about asking questions. “I’m going to keep asking so I can learn,” she said. “But also so I can challenge the norms a little bit.”

An industry open to all

It’s fair to say Bressler feels at home in the pool industry. When she started with Solenis, she quickly felt welcome and was struck by the kindness of her coworkers and dealers alike.

“People are so authentic and have no preconceived notions, just very inviting,” she said. “It’s a very welcoming but also open space, and I think that’s exciting.”

According to Bressler, that openness may explain why so many women thrive in the pool and hot tub industry.

“I was really impressed with how many savvy and intelligent females are in the industry.”

Bressler was thrilled to spend time amongst other female professionals, who frequently shared stories and resources — an experience that demonstrates not only the importance of sharing resources for collective growth, but the pool industry’s commitment to it.

Durant attributes the industry’s diversity to the wide range of markets it serves and its mission of fostering enjoyable and safe recreation. Such inclusivity “naturally attracts a diverse group of professionals.”

The industry’s diversity has progressed quite a bit, according to Durant, who has worked in pool and spa manufacturing for more than 20 years.

“More women are taking on leadership and ownership roles, which is a significant shift from the past,” he said. “Women are not only key decision-makers in purchasing but also in running many of the businesses. This evolution is a positive sign of the industry’s commitment to diversity and inclusion.”

Partnering for industry growth

Progress is often the product of collaboration. That’s one reason why Bressler and Durant are excited for Solenis to be working together with the Pool & Hot Tub Alliance (PHTA) as a Strategic Partner.

The partnership, which was announced in October 2024, was established to advance the pool and hot tub industry by providing comprehensive resources and support to industry professionals.

“Most everyone wants to do well and they want to succeed — they often just need that partnership to get there,” said Bressler, reflecting on how her transition and success in the pool industry was aided by the resources Solenis was quick to provide. PHTA’s partnership with Solenis aims to do the same for the industry on a larger scale.

“We both aim to enhance education, promote industry research, and drive growth initiatives,” said Durant. “This collaboration is expected to have a positive impact on the industry by supporting the ongoing innovation and sustainability efforts in the industry.”

Such goals are key for Solenis, which is committed to creating environmentally responsible solutions for the pool and hot tub industry. The company is carrying out numerous sustainability initiatives, according to Durant, including “efforts to reduce carbon footprints, improve water stewardship, and promote biodiversity conservation.”

Members of PHTA can also expect numerous benefits due to the partnership, including:

• Expanded educational opportunities and training,
• Access to cutting-edge industry research,
• Enhanced support for growth initiatives, and
• Insights into the latest safety and sustainability practices.

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