SPASA launches TEAMS strategic framework
The Swimming Pool & Spa Association of Australia and New Zealand (SPASA) has launched a new strategic framework called TEAMS to better meet the evolving needs of pool and spa professionals
The framework is built around five core pillars: Training, Engagement, Advocacy, Marketing and Support, collectively known as the TEAMS structure.
SPASA COO Wendy Donaldson says this is more than an acronym, as TEAMS represents a practical and purpose-driven approach to helping businesses grow, adapt and thrive.
“This isn’t just a model on paper,” says Donaldson. “It’s a deliberate strategy to deliver long-term value to members by focusing on the things that matter most to their success.”
Training – developing professionals, raising standards
The industry’s long-term accomplishments depends on a skilled and confident workforce. The Training pillar supports businesses to deliver industry recognised qualifications, short courses and tailored programs.
Through SPASA’s dedicated training arm, IRLearning, members access job-ready education designed to grow with the industry. The programs are continually updated to reflect changing regulations, emerging technologies and evolving consumer expectations, ensuring members stay ahead of the curve.
“We want our members to be seen as professionals, not only operators,” she explains. “That’s why we invest so heavily in structured, industry recognised and accredited training that builds both capability and credibility.”
Engagement – connecting businesses, strengthening community
A unified industry is a stronger, more resilient industry. The Engagement pillar creates meaningful opportunities for pool and spa professionals to collaborate, share knowledge and stay informed. From expos, awards and member forums to technical working groups, sustainability programs and networking events, SPASA helps foster a culture of trust, innovation and mutual support.
“It’s about building a community, not just a membership list,” Donaldson says. “When our members come together, they learn from each other, challenge the status quo and raise the bar.”
Advocacy – championing your interests, shaping your future
SPASA serves as the united voice of the industry by speaking directly to government, regulators and the public on behalf of its members. The Advocacy pillar ensures that critical issues are addressed, from recognition of trade qualifications and safety standards to navigating complex regulatory and compliance requirements.
“We don’t just respond to policy; we help shape it,” says Donaldson. “Our members know that while they focus on their businesses, we’re out there pushing for fairer, clearer, and more consistent regulation.”
Marketing – growing demand, creating opportunity
Amplified awareness leads to increased opportunity. The Marketing pillar drives national consumer campaigns, digital engagement, and brand-building initiatives that promote the benefits of pool and spa ownership while positioning SPASA members as the trusted experts.
“Good marketing doesn’t just promote a product,” Donaldson notes. “It elevates the entire industry and drives business directly to our members.”
Support guiding success, every step of the way
Running a pool and spa business comes with unique challenges. The Support pillar exists to make that journey easier. Members gain access to expert advice, legal and business tools, workplace templates, and ongoing compliance guidance.
“Support is what turns membership into partnership,” she says. “We’re here to help our members succeed at every stage of their business from start-up to succession planning.”
Donaldson says that today’s SPASA is stronger, smarter, and better equipped to serve a dynamic and growing pool and spa industry. Evolving from a fragmented network into a unified, strategic organisation, SPASA now delivers national advocacy, professional training, and purposeful marketing, all aligned to help members grow and succeed.
As the industry continues to evolve, SPASA remains the constant, a trusted force guiding the sector toward a more professional, sustainable and unified future. With clear direction and deep expertise, it is not just keeping pace with change, it is leading it.
