Waterco launches Waterco Middle East in Dubai

Waterco Limited has launched Waterco Middle East, a new entity strategically located in Jebel Ali, a key port city in the Emirate of Dubai.

Tony Fisher, Waterco Division CEO of North America and Europe, says this expansion is a significant step in the group’s global growth strategy, enhancing its operational presence and ability to deliver premium pool, spa, water treatment, agricultural and aquaculture solutions in a high-growth regional market.

The move also strengthens Waterco’s footprint in Davey water transfer pump sales across the Middle East and North Africa (MENA).

Waterco Middle East will be headed up by general manager Jon Maskell, a swimming pool and spa executive with more than 30 years’ experience in the sector, including in the Middle East. He was previously export director of Waterco Europe, where he helped strengthen business performance and foster international relationships, which in turn enhanced Waterco Europe’s global standing.

Maskell says he is honoured to lead Waterco Middle East and is excited to bring Waterco’s solutions closer to partners and end users.

“We look forward to delivering a broad product range that supports water efficiency, showcases advanced treatment innovations, and upholds the highest standards of quality and sustainability,” he says.

“Waterco’s products, including its patented injection moulding and fibreglass winding techniques, are engineered to reduce water and energy use, optimise treatment processes, and lower operational costs,” he says.

“By integrating advanced technology, research and strategic collaboration, we aim to help North Africa and the Middle East establish water management as a cornerstone of sustainable growth and long-term resilience.”

Jebel Ali’s industrial and logistics hub provides an ideal base for Waterco Middle East, enabling faster delivery, improved customer service and stronger engagement with partners.

Fisher says the new entity demonstrates Waterco’s approach of combining local insight with global expertise to deliver proprietary solutions that enhance regional resilience and advance sustainable water security.

IMAGE: Waterco Middle East general manager Jon Maskell (supplied)