The sixties
In the 1960s, Catalonia was undergoing a profound economic and social transformation. From the middle of that decade, a period of sustained growth was beginning to emerge, driven by the burgeoning tourism industry, a rising standard of living, and a tentative opening to the outside world.
In this context, new models of leisure and well-being began to take shape, most notably the emergence of private and public sports facilities such as tennis courts and the first residential swimming pools. In cities like Barcelona and Girona, but also in their more residential and tourist areas—such as the Costa Brava or the Vallès and Maresme regions—a new culture of comfort and physical activity was emerging.
It is in this environment that REINDESA was born, a pioneering company where three Catalan families spearheaded entrepreneurship in a new sector. Builder Bernat Corbera and his brother-in-law, Carlos Serra, joined forces with Carlos Sciama to build swimming pools and tennis courts, and simultaneously manufacture pool filtration systems. The company is called Representaciones Industriales Deportivas, SA (REINDESA). Its offices are located at 83 Balmes Street in Barcelona, and it has a shop in Santa Cristina d’Aro, Girona.
The three partners, with a clear vision of the potential of this new market, were able to interpret the historical moment and offer professional, high-quality solutions in a field where, until then, empiricism and improvisation had prevailed. From that moment on, REINDESA became the leading builder of swimming pools and sports courts in Spain, a Catalan company that would eventually employ one hundred and fifty people, offering coverage throughout the country.
Some of the materials used to carry out their projects, such as filtration equipment, came from England, which made costs very high and projects more expensive. This led, just a year later, in 1969, to the founding of ASTRAL CONSTRUCCIONES METÁLICAS. The owners of both companies hired the young Joan Planes to manage ASTRAL, the only factory in the country that manufactured filters, ladders, pumps, and other swimming pool accessories. This was the embryonic business of what is now FLUIDRA, and its first client was REINDESA.
The seventies
In 1970s society, the Mediterranean lifestyle intersected with foreign influences: French and Swiss tourists demanded services similar to those they found in their home countries, and wealthier Catalans, especially in the Barcelona metropolitan area, began to aspire to a more comfortable life. However, swimming pools were still considered a luxury reserved for a minority: prestigious residential developments, upscale hotels, and private residences of high-net-worth individuals. Property developers, modern-minded city councils, expanding sports clubs, and individuals with innovative aspirations were also regular clients of this emerging sector. Although a consolidated aquatic or sports leisure industry did not yet exist, the desire for modernization and the influence of international models, especially French ones, shaped the future direction.
In 1976, one of the directors of the construction company, Enric Farell, encouraged his friend Àngel Zapatero to consider a career change and work in the swimming pool and tennis court industry. The proposal appealed to the young Àngel, who left his job in the technical office of the Hospitalet de Llobregat City Council to try his luck as a salesman. Before starting his new role, Àngel expressed his doubts to Enric Farell: “But how is it possible for someone to spend eight hours a day selling swimming pools?” The director’s response was blunt: “Oh dear, you’ll never finish the job!”
The landscape that Àngel and his sales colleagues encountered was one of clients from diverse backgrounds, but they all shared a common trait: they were visionaries. They were urban developers designing residential neighborhoods with communal areas on the outskirts of Barcelona (such as Sant Cugat del Vallès, Esplugues de Llobregat, or Castelldefels), affluent families from Girona or Figueres building their second homes with swimming pools in L’Escala or S’Agaró, and local councils adapting to the demands of an increasingly active society.
At that time, REINDESA was a solitary company. Àngel Zapatero recalls how, from the very beginning and throughout his career, he worked with enthusiasm, enjoying the job he always loved most: sales. Back then, with little competition in the sector, his work was only limited by the high demand; the company couldn’t keep up with the demand for more construction projects. “You can’t sell any more, Àngel,” the company manager told him on more than one occasion.
So, starting in May, during those years, instead of selling, the sales team focused on monitoring the construction projects and providing excellent customer service. It was the best way to protect the brand’s reputation. Thanks to this direct and personalized approach, word spread among a loyal clientele who didn’t hesitate to recommend REINDESA as the best option for building and renovating swimming pools. “Many of our private clients were so excited to enjoy their pools that they didn’t even wait for the construction to be finished. Many were already swimming before the area around the pool was even in perfect condition. Some of them didn’t hesitate to step on cardboard and temporary materials near the pool area, right in front of the staff who were still working on it,” Àngel recalls.
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