Leslie’s Visionary Leadership Drives Azenco Outdoor’s Expansion and Innovation in the U.S. Market

Azenco Outdoor U.S. Expansion at a Glance

Azenco Outdoor expanded in the U.S. under vice president and co-founder Leslie Chapus. In this 2024 interview, Chapus discussed the challenges of entering the U.S. market, product development, sustainability claims and leadership.

Challenges of Expanding in the U.S. Market

Chapus described the challenges Azenco encountered while expanding in the U.S. market. “Spearheading Azenco’s expansion into the U.S. market has certainly presented its share of challenges. From navigating regulatory frameworks to establishing brand recognition in a competitive landscape, each step required careful planning and adaptation. Overcoming these obstacles involved a combination of market research, strategic partnerships, and a commitment to delivering exceptional products and service. By remaining agile and responsive to market dynamics, we’ve been able to successfully carve out a niche for Azenco in the U.S. outdoor living industry,” she explains.

Chapus said the company relied on market research, partnerships and adaptation while navigating regulatory requirements and building recognition in the U.S.

Balancing Leadership and Family Life

Chapus also discussed balancing a leadership role with family life. “Balancing the demands of a high-powered career with family life is indeed a significant challenge. As a mother and Vice President, I prioritize effective time management, delegation, and maintaining open communication with my team. Setting clear boundaries and making time for self-care are also crucial in maintaining a healthy work-life balance. My advice to other working parents is to embrace flexibility, seek support when needed, and remember that quality time with loved ones is invaluable,” she shares.

She described time management, delegation and open communication as central to how she balances work and family.

How Chapus Described Sustainability

Chapus described sustainability as a core company priority and said, “At Azenco, our commitment to eco-design permeates every aspect of our operations. From sourcing sustainable materials to optimizing manufacturing processes, we strive to minimize our environmental footprint at every opportunity. This commitment extends to our sales environment, where we educate customers on the eco-friendly features of our products and encourage environmentally conscious purchasing decisions.”

She said the company focuses on material sourcing, waste reduction, energy use and explaining sustainability-related product features to customers.

Evolving Pool Industry and Azenco’s Adaptive Strategies

Chapus said changes in technology, consumer preferences and regulation have shaped Azenco’s product and market strategy. “The pool industry has indeed seen significant changes in recent years, driven by technological advancements, changing consumer preferences, and evolving regulatory standards. At Azenco, we’ve embraced these changes by investing in research and development to continuously innovate our product offerings. By staying ahead of industry trends and listening to customer feedback, we ensure that our products remain relevant and competitive in the market. People are looking for automated solutions that can provide safety, reduce maintenance, and enhance aesthetics. Combining safety and aesthetics has been a challenge in the pool industry. Azenco and its partners are working hard on this front,” Leslie states.

Chapus said customers were increasingly looking for automated solutions that combine safety, lower maintenance and appearance, and described smart sensors as part of Azenco’s product strategy.

Sales and Export Management

Chapus said her prior pool-industry experience informs her approach to sales and export management. “My background in the pool industry has provided invaluable insights into sales and export management. Drawing from past experiences, I prioritize building strong relationships with partners and customers, understanding their unique needs, and delivering tailored solutions. By leveraging technology and data-driven strategies, we optimize sales processes and maximize efficiency in international markets. It is important to understand how culture can impact a market and to be able to adapt products, marketing, and strategies to different markets,” she explains.

Her experience has taught her the importance of building strong relationships with partners and customers, understanding their unique needs, and delivering tailored solutions. Leslie emphasizes the role of technology and data-driven strategies in optimizing sales processes and maximizing efficiency in international markets. Understanding cultural nuances and adapting products and marketing strategies to different markets have been key to Azenco’s global expansion efforts.

Product Features and Customer Experience

Chapus described smart sensors and related pool-monitoring technology as product features Azenco was emphasizing in 2024: “Our innovative features, such as smart sensors and technology, are designed to enhance the customer experience and differentiate Azenco from competitors. These features offer added convenience, efficiency, and peace of mind for customers, ultimately enhancing the value proposition of our products. Everything we do at Azenco is about better design, better quality, and a better experience.”

She described those features as intended to improve convenience, efficiency, safety and maintenance.

Adapting Sales for International Markets

Chapus said Azenco adapts sales strategies for different international markets. “Tailoring sales strategies to diverse international markets requires a deep understanding of cultural nuances, consumer behaviors, and market dynamics. At Azenco, we employ a localized approach, adapting our messaging, pricing, and distribution channels to suit each market’s unique characteristics. Key learnings from this process include the importance of flexibility, cultural sensitivity, and building trust through transparent communication. I think my passion for traveling and learning different languages has also helped in the process,” Leslie shares.

Chapus said Azenco adapts messaging, pricing and distribution to local markets, and that her own travel and language experience has helped her understand cultural differences.

Leadership Principles and Team Motivation: Fostering Collaboration and Innovation

Chapus described collaboration, open communication and individual ownership as central to her leadership approach. “As a leader, I prioritize fostering a collaborative and motivated team by leading by example, promoting open communication, and empowering individuals to take ownership of their work. By setting clear goals, providing mentorship, and recognizing achievements, we cultivate a culture of accountability, innovation, and continuous improvement,” she states.

She cited clear goals, mentorship, recognition and individual ownership as parts of that approach.

Sustainability Claims in Manufacturing

Chapus described several waste-reduction and sustainability measures that Azenco said it was using in manufacturing in 2024. She said, “In our manufacturing process, we’ve implemented measures to reduce waste and promote sustainability, such as optimizing resource utilization, recycling materials, and minimizing energy consumption. Additionally, we partner with suppliers who share our commitment to environmental responsibility, ensuring that sustainability is ingrained throughout our supply chain. We have also committed ourselves to partnering with associations like 4Ocean in worldwide ocean clean-ups.”

Chapus cited resource use, recycling, energy consumption, supplier selection and a relationship with 4Ocean as examples of the company’s sustainability efforts.

Chapus’s Five-Year Vision in 2024

At the time of the 2024 interview, Chapus said her five-year vision centered on innovation, market expansion and sustainability. “My vision for Azenco over the next five years is centered on innovation, market expansion, and sustainability. We aim to continue pushing the boundaries of outdoor living solutions, leveraging emerging technologies and consumer insights to deliver unparalleled value to our customers. Our goals include further strengthening our presence in key markets in the U.S., expanding our product portfolio to meet evolving customer needs, and advancing our sustainability initiatives to drive positive environmental impact,” she shares.

She described strengthening the company’s U.S. presence, expanding its product portfolio and advancing sustainability initiatives as longer-term goals.