As the British Swimming Pool Federation (BSPF) looks ahead to the next phase of its development, it is proud to welcome Dorian Davies as its new President. Dorian officially took over from Dyfed Thompson-Smith at the Industry Gala Evening, held at SPATEX, on 3rd February 2026, bringing with him a strong background in marketing, communications, and other industry expertise. 
Widely known across the wet leisure sector, as Chair of BISHTA and through his company - Doric Marketing, Dorian steps into his two-year BSPF presidency with a clear focus on collaboration, effective communication, and championing professionalism across the industry.

Motivations for taking on the role and priorities for his term of office

Central to Dorian's vision is a strong focus across all sectors of the wet leisure industry, with the BSPF uniquely positioned as the body that brings together SPATA (Swimming Pool and Allied Trades Association), BISHTA (British and Irish Spa and Hot Tub Association), SPATEX (the UK's Wet Leisure Industry exhibition) and PIP (Pool Industry Promotions). 

Background and Motivation

"My route into the wet leisure industry is perhaps a little different from the more technical paths many people take," Dorian explains. "I come from a sales, marketing and communications background, which has allowed me to work closely with manufacturers, suppliers, and installers across the pool, spa, and hot tub sectors."

Through Doric Marketing, Dorian has spent many years supporting wet leisure businesses with strategic marketing, brand development, and member communications, giving him broad insight into the sector. His involvement with BISHTA, culminating in his role as Chair, has strengthened his understanding of the importance of strong trade associations in maintaining standards, supporting members, and representing the industry externally.

Serving as BISHTA Chair has really reinforced for me how vital strong, well-run associations are

he says.

"When the opportunity arose to take on the BSPF presidency, it felt like a natural next step. I'm passionate about ensuring our industry is well represented, well understood, and proud of the high standards it delivers."

Key Challenges and Priorities

Dorian is clear that the BSPF operates in a rapidly changing environment.
"We're working against a backdrop of ongoing economic uncertainty, evolving regulation, and increasing scrutiny from consumers," he notes. "One of my key priorities is ensuring the BSPF continues to be a clear, confident, and credible voice for our members."

Raising awareness of the federation's role and value is central to his approach. "There is fantastic work already being done by the BSPF, and my aim is to build on that by improving communication, clarity, and engagement - both within the membership and externally."

Addressing the trade associations of SPATA and BISHTA, Dorian also highlights the importance of member support.

Our members range from small specialist businesses to larger organisations. Making sure the BSPF, SPATA, and BISHTA deliver relevant, practical, and meaningful support to all of them is essential.

Collaboration Across the Sector

With Dorian holding senior roles in both BSPF and BISHTA, collaboration naturally features strongly in his plans.
"The wet leisure industry is at its strongest when organisations work together rather than in silos," he says. "My dual involvement gives me an excellent opportunity to help align messaging, share knowledge, and explore opportunities for closer working where appropriate."

This collaborative mindset extends beyond the UK. "The BSPF already has strong relationships internationally, through EUSA (European Union of Swimming Pool and Spa Associations) and WAPSA (World Alliance of Pool and Spa Associations), and I'm keen to strengthen these connections, share best practice and ensure the UK industry remains respected internationally."

Promoting Professionalism, Education and Standards

Dorian places great emphasis on professionalism and education.
"Our industry has incredibly high standards, but we shouldn't be shy about talking about them," he explains.

Clear standards, quality training, and strong codes of conduct help protect consumers and support reputable businesses.

He sees the BSPF, working alongside SPATA and BISHTA, playing a crucial role in communicating this value. "Whether it's through guidance documents, events, or engagement with government and media, the BSPF has an important role in showing why choosing to work with SPATA and BISHTA members really matters."
The BSPF also works closely with ISPE, the recognised Institute that deals with the training of swimming pool engineers and technicians.
The BSPF is also proud that the STA (Swimming Teachers' Association) is a long-term member of the BSPF. The expertise of the STA has helped provide the industry with knowledge, qualifications and courses.  

Looking Ahead

Looking to the future, Dorian's ambition is centred on continuity and evolution rather than radical change, while at the same time recognising the need for the Associations to adapt proactively with agility to changing market and regulatory landscapes, and anticipating future retail consumer and commercial operators' needs and desires.

"The BSPF has strong foundations, thanks to the work of previous presidents and the federation board and team," he says. "My goal is to build on that, making sure we remain relevant, visible, and valuable to our members."

As Dorian Davies begins his term, his combination of association leadership, industry knowledge, and communications expertise offers a confident and collaborative approach to guiding the BSPF through the years ahead.