The story behind swimming Naked

 While there’s no proven formula for creating and building a dynamic and flourishing business
there are however a few common traits that every successful business shares — it’s an enthusiasm,
passion and commitment to an idea.

For Justin Ahern and Darren Milne, the founders and owners of Naked Pools,
their commitment to the ultimate swimming experience has been at the core of their business since day one.
In fact, it was the very reason the business started.

naked pools

Falling in love with freshwater

With his advanced diploma in hospitality, Justin moved from Victoria to Queensland to further his career where he found himself involved in the swimming pool industry. It was here, in the course of his job that he first swam in an ionised pool. (This is using tiny amounts of Copper and Silver to safely sanitise the water, a treatment that’s been used for hundreds of years.)

He was completely ‘blown away’ by the freshness of the water. However, more than just the quality of the water, Justin, who suffers from psoriasis noticed that his skin didn’t flare up after swimming in the ionised water, like it normally would in a conventional salt/chlorine pool. In fact, the copper and silver in the pool actually appeared to help his condition.

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The ‘lightbulb’ moment

With this experience, and the knowledge that 1 in 3 Australians suffer from a skin condition or asthma, Justin realised that it was possible to create pool water that provided the ultimate swimming experience for everyone — crystal clear water without needing a chlorine residual in the pool which then ruled out many other chemicals that are required in conventional salt and mineral swimming pools.

Then came the ‘lightbulb’ moment, to start with the ionised water system, and then make it so much better.

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The challenge

The challenge was to design and create a system that combined ionisation and oxidisation, was manufactured to a really high standard, straightforward to install, easy to use and then made it simple to maintain perfect water balance and quality.

After 6 years in the design studio and endless hours of testing, the Naked Fresh Water system was born, designed and manufactured here in Australia.

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The Brand

While sitting in a theatre waiting for a movie to start, Darren saw an ad for IINet promoting “Naked DSL.” Curious about what Naked DSL meant for internet connections, he realised that their upcoming business would be offering water that was “naked” in a different sense. It would be free of high salt and chlorine, reduce the harsh chemicals used in traditional pools, and be better for the environment. This inspired the business to be registered as Naked Pools, creating the brand “Naked” for freshwater swimming pools.

The absolute BEST customer service, for both the consumer and the builder!

Designing and creating a new product that you know is a game-changer is one thing, but in many ways that’s just the start, people need to know about it.

So Justin turned to Darren Milne, his old mate of more than 20 years. With decades of experience in marketing, graphic design and technology, Darren developed the Naked Pools brand and took on the consumer side of the business, analysing customer issues and needs, which resulted in the Customer Care Plan along with the Naked App and the Online Help Centre.

Traditionally, follow-up customer support and service in the pool industry has not been a strong point. It’s why, the goal from day one for Naked Pools was to have the absolute BEST customer service, for both the consumer and the builder!

In a business sense, Darren is the perfect ‘ying’ to Justin’s ‘yang’. In a little more than six years, their commitment to the ultimate swimming experience has gone from strength to strength and along the way the Naked Freshwater System has been the most awarded pool sanitisation system two years running including an international Good Design Award.

 

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