A Strong Base for Pool Performance
Interview with Golan Oliel, CEO of Elbtal Plastics GmbH & Co. KG
What do you expect from a pool? Durability, an appealing design, and reliable performance over many years are certainly key. Achieving this requires more than a high-quality product. A good result depends on how projects are supported throughout the entire process, from planning and material selection to installation and long-term use. Elbtal Plastics GmbH, based in Coswig, Germany, is one of the world’s leading manufacturers of reinforced PVC membranes. CEO Golan Oliel explains how the company delivers both: high product quality and strong service support.
European Business: Mr. Oliel, Elbtal Plastics is considered one of the world’s leading manufacturers of reinforced PVC membranes for swimming pools, with products used in more than 60 countries. In a market where products are technically similar, what defines your position today?
Golan Oliel: Today, we are positioned as a premium manufacturer with strong technical expertise and a broad product range. At the same time, our clear ambition is to be perceived as a premium service provider. The real differentiation lies in how we serve our customers. For us, this means creating a ‘wow’ experience in every interaction: being responsive, reliable, solution-oriented, and technically strong. It is about anticipating customer needs, not just reacting to them, and becoming a partner rather than just a supplier.
European Business: How do you ensure that this service philosophy is implemented across the entire organization?
Golan Oliel: It requires a consistent mindset across the company. Service is not limited to sales or customer support – it starts in production and extends to logistics, planning, and internal processes. Delivering on time, in full, and without damage is a key part of the customer experience. At the same time, our internal processes must be efficient and transparent so we can react quickly. Every employee needs to understand how their role impacts the customer in the end.
European Business: Pool builders seem to play a central role in your strategy. Why are they so important, and how do you support them in practice?
Golan Oliel: Pool builders are key ambassadors of our brand and our products. Even though they are usually not our direct customers, they influence product selection and advise the end customer. If they trust our products and our expertise, they will actively recommend us. That is why we focus on supporting them with knowledge, training, and practical tools. One key pillar is our training center in Coswig, where we run around 120 multi-day sessions each year. These are highly practical and simulate real installation scenarios, which is essential for ensuring quality in the field. In addition, we are expanding our digital ecosystem: we have launched the first version of our own app, we are building a pool builders’ community – starting in Germany – and we use direct communication channels to stay close to our partners.
European Business: Beyond service, what characterizes your products and technological approach?
Golan Oliel: A key strength is that we develop and produce our formulations entirely in-house, here in Germany. This gives us full control over quality and allows us to continuously improve our
products. Our portfolio covers the full range, from standard unicolor membranes to premium 3D surfaces with a tactile structure that combines design and functionality. Since we started producing PVC membranes in 1956, we have manufactured more than 800 million m2, which reflects both our experience and our scale.
European Business: How is your business currently structured in terms of markets and growth potential, and what factors are shaping the market environment?
Golan Oliel: The majority of our revenue, from a company that has reached peak revenues of over EUR 35 million, comes from Europe. At the same time, we see strong potential to grow internationally again, especially in regions with year-round demand. That also helps us balance the seasonality we have in Europe. During COVID, we saw unusually high demand that was not sustainable in the long term. Now things are returning to normal. For us, this means adjusting our structures and expectations to a realistic level. We benchmark ourselves against more stable years like 2019 and focus on diversification – both in applications, for example in flooring or technical membranes, and in markets.
European Business: What role does sustainability play in your product and corporate strategy?
Golan Oliel: Sustainability is closely linked to product quality and durability. Our membranes are designed to last well over 15 years, which already contributes significantly to resource efficiency. In addition, we are increasing the use of recycled materials and continuously working to reduce our carbon footprint. For us, sustainability is not a single project but an ongoing process of improvement across the entire value chain.
European Business: Finally, what are your main priorities for the coming years?
Golan Oliel: We want to strengthen our core business in Europe while systematically expanding internationally. At the same time, we are transforming the company into a more innovation-driven and digitally connected organization, with a clear focus on customer proximity, faster processes, and greater transparency. The base for all of this is our team, which combines decades of experience with a high level of commitment and expertise. Ultimately, everything we do is guided by one clear goal: delivering outstanding service and long-term value to our customers.