Changing of the guard at SPASA’s Pool & Spa brand

SPASA’s Pool & Spa consumer brand will continue its evolution under new manager Bree Bensley, as Daena Bougoure-Latchford takes up a consumer marketing management position with Davey Water.

The changes will take place at the end of July.

Bougoure-Latchford held the role of Pool & Spa brand manager for nearly four years, and while she is leaving the peak industry body, she will remain in the industry, returning to the supply side.

Initially brought into SPASA to help establish a footprint in the Vic/Tas region, Bougoure-Latchford’s role evolved to lead the growth of the Pool & Spa brand, with a remit to reach more consumers through expanded digital presence, consumer expos and magazines.

Under her tenure, the Pool & Spa brand grew with a Home Show partnership that offers SPASA members the opportunity to expand their reach into consumer shows in the second half of each year.

Bougoure-Latchford also established partnerships with TV media production groups, taking pools, spas and outdoor living concepts into the homes of millions of Australian families through Best Pools as well as new TV series which will go to air on 9Life in October 2024.

She says that over the past 18 months, SPASA has streamlined the assets within the portfolio, strengthening the content and developing new ways to engage with a broader audience.

“With more than 500,000 unique users using the Pool Spa Life website as a resource, more than 10 million impressions in 2023, and 49 per cent growth in the 2024 year to date, the brand is well positioned to continue its reach into the lives of more homeowners who are looking to level up their at-home lifestyles,” she says.

Bougoure-Latchford says that the Pool Spa Life online portfolio is comprehensive, giving industry members the opportunity to strategically leverage a wide range of complementary marketing activities that will place their brands in front of a highly engaged audience actively looking to buy.

CEO Lindsay McGrath says that having now finalised the SPASA state-based entities under one banner, SPASA continues to evolve to meet members’ needs.

“Daena has made significant contributions in the evolution of the Pool & Spa brand and our reach to consumers. The team and I extend our sincere appreciation for her dedication and service, and wish Daena every success in her new role,” he says.

Bree Bensley will join SPASA as the new Pool & Spa brand manager, assisting in the transformation of the brand.

Bensley comes with a solid pool and spa background, holding a number of roles across brand strategy and commercial pools and spas. She brings a wealth of experience to the role and makes a welcome addition to the team.

“I am thrilled to join the dedicated team at SPASA to collaborate with the exceptional pool and spa industry professionals across our Australian and New Zealand markets,” she says. “I look forward to using my experience and expertise to amplify the Pool & Spa brand.”

MAIN IMAGE: Incoming Pool & Spa brand manager, Bree Bensley

IMAGE BELOW: Daena Bougoure-Latchford presenting at a SPASA awards night