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Fluidra’s new president brings senior management experience from adjacent industries

Fluidra, a North American pool and spa equipment manufacturer, has appointed Lennie Rhoades, an executive with more than 20 years of high-level managerial experience and proven expertise in strategic development and plan execution in the home and industrial goods industries, as the next President of Fluidra North America.

Fluidra, a North American pool and spa equipment manufacturer, has appointed highly experienced Lennie Rhoades as the next President of Fluidra North America.

Rhoades’ professional background has been as an executive with more than 20 years of high-level managerial experience and proven expertise in strategic development and plan execution in the home and industrial goods industries.

He succeeds Troy Franzen, who recently announced his retirement after a distinguished 12-year tenure with the company.

In his new role, he will assume full responsibility for the management of Fluidra’s North American business, aligning regional strategies with global initiatives to deliver on growth targets across all product categories and segments.

Previously, Rhoades served as CEO at Big Ass Fans where he helped drive top-line growth through product innovation and diversification, while significantly improving the company’s bottom line by implementing strategic operational efficiencies. He has also held various senior leadership roles, including senior vice president of JELD-WEN, Inc.; vice president and general manager for the retail division of Husqvarna Group; and director of marketing for Electrolux.

“Lennie has an extraordinary track record of success across a wide array of major brands in adjacent industries. He is a results-driven leader that puts focus on building a collaborative team culture and customer-centric innovation. This makes him the right choice to lead our North American organization in its next chapter,” said Bruce Brooks, CEO of Fluidra. “We are excited to have him and look forward to the new heights to which he will take the company.”

Rhoades said: “Fluidra is uniquely well-positioned to accelerate delivery of new technologies and solutions—smarter and more efficient—and I look forward to working with our employees to expand those opportunities for our vast network of pool professionals across the country and in Canada. Together, we will build on Fluidra’s longstanding legacy of success to drive further growth, with our sights set on continually evolving the company for the future.”

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