Laugin are proud partners of Aqua Finesse
„The Most Trusted Way to Get Crystal Clear Water“
AquaFinesse Hot Tub and Spa Water Care
Experience unparalleled water care and a crystal-clear pool or spa that is safer for your family, gentle on skin, and better for the environment.
A meeting with J. de. Rijk founder of Aqua Finesse.
By Alastair Kent partner at hippo ehf (Laugin)
Entering the offices of Aqua I was greeted by the smiling faces of Jan Rijk founder of Aqua Finesse and his son Denis , head of operations.
A firm hand shake, followed by “ Welcome to AquaFinesse, thank you for taking the time to come and visit us“ „how was your trip? how was the drive? Would you like something to drink?
I was soon given a tour of the beautifully designed, stylish yet unassuming facilities, meeting other smiling people in the process. Jan introduced his employees in a way i had previously not experienced by a CEO He introduced each employee with respect and empathy and in way that led me to believe that his staff members were all equally important to the business success.
When we finally sat down in the meeting room, surrounded by products and packaging, all in an alluring „Aqua Blue“ I felt very welome.
“ Ahh“ I thought to myself… This isn´t just about „Water Care“… It´s also „People Care“
I had recently joined Laugin, so hot tubs, water care and cleaning products were all new to me. I understood retail, and the products drew my attention.
“ Tell me everything Jan, I want to learn it all, start from the beginning, educate on the water, the science, the technology… everything“
Jan and Denis shared a gaze which said… “ Oh dear, he doesn´t know anything… we´re in for a long day“
„Let me get you a water“, Jan said and we´ll begin.
For the next several hours I sat transfixed, engrossed, speedily jotting things down, trying absorb the avalanche of information cascading towards me.
These were brilliant men, having to adapt their style in order for me to not get „buried in snow“
When Jan saw me scratching my head, or frantically reading over my notes he would say, with a knowing smile . “ Shall I go over those last points again?
At school, a wasn´t keen on Chemistry, I didn´t have the patience, interest attention span. I just wanted to go out and play.
I´m sure it would have been different if Jan and Denis would have been my teachers instead of Mr. Parish, in his gray creased suit and chalk in hand, which he would sometimes throw at me when I was staring out of the window mouth open.
The hours spent with Jan and Denis were fascinating, eye opening. I had learnt so much, and it was FUN.
I left filled with excitement and enthusiasm, about the potential of Aquafinesse in Iceland and how we could really add value to customers hot tub experience, allowing them to enjoy their investment and worry less about maintenance.
After a wonderful meal, and before we said our goodbyes, Jan and Denis assured me they would do anything they could to continue to support us in any way they could.
As I drove back to the airport, my mind exploding with knowledge it suddenly hit me.
How much time and money had I personally wasted over the past 20 years with my own hot tub.
At that point I decided we wouldn´t allow that to happen to our customers.
Laugin would focus on facts, giving customers the knoweldge, passing on expertise from smarter people. Being factual but also respectful. Giving crystal clear and honest guidance, never assuming, and helping customers solve any issues.
Factual. Respectful. Sincere.
Just how Denis and Jan had treated me.
At the offices of AquaFinesse, left to right, Denis, Jan and student
The AquaFinesse story
For years, Jan had been fascinated by the topic of water maintenance.
After years of study and the perusal of scientific reports on the causes of water pollution, the researchers at Aqua Finesse led by Jan established as early as 2004 that the real cause of bacterial contamination stems from the bacterial nursery.
We call this the biofilm. And as Jan told me…. “ This is our real enemy“ People have focused too much on killing the bacteria, instead of going to the source, creating a better environment, which will ensure there will be less bacteria“
This discovery was revolutionary at that time because the role of biofilm was not clear until then. You will find biofilm when, for example, unclogging drain pipes.
However, this also occurs in the hot tub, spa or swimming pool.
This is the layer of slime that adheres to the inside of drain pipes, among other things. This biofilm forms the bacterial survival and defence system. Here they live protected and can multiply unrestrained. It is even possible for legionella to develop in the biofilm.
This biofilm is now recognized by scientists worldwide and causes billions of damage to industry, among others, every year!
Jan´s goal, based on innovative science was to develop the most advanced product on the market for spa and swimming pool water care maintenance. To do this they would target the source of the problem, xPS or biofilm with a solution which would not only improve the water quality, they would use less chemical products to do so.
Their keys for success were:
– Excellent performance
– Consumer friendly, easy and simple to use.
– Eliminate slimy walls, dirt on the water line or cloudy colour.
– Safe crystal clear water
– Create outstanding bather expereince.
– Help protect the investment of the customers, ( so reducing and limiting damage and corrosion of working parts, pumps, ets, pipes etc.
– Vastly reduce the use of harsh chemical- by less chlorine by- products.
– Ensure the product was not only better for the skin, but also environmentally better for the planet
– Create a worry free environment.
The Result- AquaFinesse was launched on the market in 2005
In 2025 they celebrated their 20th anniversary, AquaFinesse is sold in over 50 countries.
They´ve sold…… a lot….. probably small lake proportions….and that´s a lot of clean water and satisfied customers.
