Invite Fresh Air In

April 24, 2013

Steve Gorlin’s second article in AQ Magazine can be found below and at

When asked about Pope Francis, the Catholic Church and religion’s race for relevance, New York Cardinal Dolan said, “Pope Francis will reverse the church’s trend of looking inside itself. He will open the windows, look outside and invite fresh air in.”

For oh so long, our industry has been breathing stale air, healing wounds, righting our ship, and reflecting upon ourselves while focusing most of our attention inward. In preparation for transitioning to a new CEO at the end of the year, last month, APSP uncovered and announced a new vision, opened our windows and took a deep breath of fresh air. The board of directors in one major act of leadership, outreach and courage transformed the APSP governance and leadership to be totally inclusive of and relevant to you and all industry members. Transformational in nature and scope, our resources, staff and volunteer leaders have already begun to focus and work on your needs at your local level and beyond the boundaries of the recreational water industry.


Why do I believe APSP today is a relevant, essential and strategic partner for every industry company? Because of shared core values, needs and benefits; APSP is strategically positioned to speak to the consumer, government and industry with one collective voice.
This winter, while traveling around the country, I attended almost every pool and spa show and convention. I initiated conversations and in-depth talks focused on collaboration and teamwork with leaders of all industry partners including:
•    Northeast Spa & Pool Association (NESPA)
•    Florida Swimming Pool Association (FSPA)
•    California Spa & Pool Industry Education Council (SPEC)
•    National Swimming Pool Foundation (NSPF)
•    Independent Pool & Spa Service Association, Inc. (IPPSA)
•    Aquatic Professionals Education Council (APEC)
•    National Plasterers Council (NPC)
•    International Hot Tub Association (IHTA)
•    Foundation for Pool & Spa Industry Education (FPSIE), and more.

Each association, foundation and group provides services to its niche and segment.
For years, these independent vital organizations have for the most part acknowledged one another’s value. However, in many articles, trade magazines have reminded us over and over again that there are too many multiple independent voices, which result in mixed messages. On most issues that affect you and the industry on national, regional and state levels, multiple voices confuse the target audience while diluting the message and our strength. I call it “IMPD – industry multiple personality disorder.” The longer our industry remains fractured, the more it hurts your ability to grow your business. Who should consumers listen to? Who should federal government officials listen to? Who should state and local officials and code enforcers listen to?


As a result of being a collective entity, APSP delivers the resources, knowledge, connections and education to enable you and the industry to be stronger, smarter, safer and therefore more successful. APSP is poised to lead your way as THE national umbrella association unifying your voice and our industry. Under one roof, we collectively focus industry energy, resources and passion to resonate with one loud, strong voice. Our windows are open. We’re looking at you, and looking out for you.

Join me, the APSP leadership and all our members in a courageous journey to unite our industry. Your membership will assure a healthy industry wide marketplace today and for generations to come. Join us for your expansion, growth and effective development. Contact APSP member services or e-mail me at

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