João Leitão

Arriving at the Sobreposta Industrial Park, in Braga, we see the large RPI Group logo on a building with long, white walls. Upon entering the building, we easily spot João Leitão, the General Director of the leading group for swimming pool construction solutions. As we talk, we wander around the building, where blue details keep popping up to remind us of the organisation’s core business. ‘The world is our market’, it says on one of the walls. In fact, this would become a topic of conversation a few minutes later. Outside, we are shown the trends showroom, made up of seven different types of swimming pools, from Olympic to infinity. When the moment is right, João, the entrepreneur who designed software at the age of 14, introduces us to the entire RPI Group and its peculiarities. Here’s what we found out.

The RPI Group has a 29-year history. How has it reinvented itself over the years?
The RPI group is a dynamic group in essence, made up of companies that explore other businesses, in addition to swimming pool construction. We’re talking about brands involved in real estate, multimedia, catering, local accommodation... This means that the group concept grows and supports the activities of each company that is part of it, reinventing itself at every opportune moment.  

Tell us about the operations of the brands that make up the organisation and what distinguishes.
Currently, the group’s brands are positioned both nationally and internationally, so he current market operations cover 40 countries. Each brand has its own particularities that set it apart from all the others. For example, a couple who don’t want to invest a lot of money in a pool, or for land constraints that prevent excavation, the group recommends a brand like Naturalis. When it comes to an in-ground or semi-in-ground pool, where different shapes and depths are required, then a brand like Soleo is the right one, which has the most complete range, positioned at a premium level. This brand is often requested when the aim is exclusivity, or the creation of designer pools, which are usually very specific. So, with all the RPI brands, we include every type of consumer in the group’s ecosystem. 

Can you identify a pattern in the Portuguese consumer?
Yes. Nowadays, a swimming pool is no longer seen as a luxury possession, but as something that connects and complements people’s lives. Most of our consumers are looking for a pool to enhance their home and family life. We also have those who look at the product from the perspective of quality and value, who are not so interested in the price, but rather in the experience that the pool can provide. In these cases, it’s beauty and the final appearance that matter.

«A swimming pool connects and complements people’s lives»

What place do sustainability and social responsibility occupy on the group’s agenda?
It’s a concern for the group. More than just talking about it, it’s important to practise it. Internally, manuals have been developed for all aspects and procedural changes have been made. We have opted for programmes that guarantee sustainability, starting with lighter designs that favour the price perspective, but also the ecological aspect and reducing waste. Other types of initiative have been carried out that have remained hidden because we believe they should be done without ulterior motives. The group is even drawing up a social responsibility strategy for the coming years.  

What role does technology play in the organisation’s development and in the transformation of companies and workers in general?
It’s fundamental, which is why we’ve already invested heavily in the recent past. Technology serves the budgeting aspect, but also internal training. From order processing to picking and tracking, everything is organised in an integrated system – a strategy that meets market demands. Those companies that don’t do this will be forced to do so, because there is no other option. We live in a 4.0 industry of digital transformation, so the vision for competing abroad will have to be this one. Japan has been in a 5.0 industry since 2016, but we are still moving towards this, not least because some of the principles devised five years ago are not yet in place, and not necessarily because of our inability, but because of what is happening around us. It’s important to realise that technology must create opportunities, but without leaving people behind, and that’s the aim.  

What are the current trends in the swimming pool market?
There are two main trends in northern Europe: the use of dark colours, between grey and black, and the significant use of patterns. You see: ten years ago, a swimming pool was blue, today only the conservatives stick to that colour. There are already methods for making the water appear blue and green. There are embossed colours, with brownish-golden mosaics, and exclusive, signature pools that are completely different from the ordinary. This type of large-scale project was one of the reasons that led to the creation of the Soleo brand.  

What are the challenges of leadership as the managing director of the RPI group?
The current leadership challenges are people. The post-pandemic period has been a defining moment for organisations and, in fact, people are also more demanding. We’re talking about leadership in a highly volatile market, where remote working has given employees a new lease of life by changing their working methods. 

How would you describe yourself and your organisation?
Professionally speaking, I’m involved in the world of technology, and it’s in this context that I joined the RPI group. I became involved through a joint project in the field of engineering and construction, which resulted in synergies between companies. And that’s it, I’ve been passionate about the subject for seven years now. I currently work with some renowned organisations, such as the Porto Business School, on topics such as 4.0 industry and digital transformation. As far as leadership is concerned, I’ve had a few challenges in the past, namely in leading organisations and creating start-ups. I’m vice-president of the Portuguese Basketball Federation and 20 years ago I was a competitive athlete. I believe that sport has helped me in leadership, particularly in terms of team spirit.
As for the organisation, I'd say that it's very forward-looking, that it's quick to adapt, that it values people and that, above all, it tries to provide conditions, not just for the immediate future, but for the future of the people who work here. We also have to know how to recognise a group that grew from a very small company 30 years ago and is now considered one of the biggest players in the international market, in a very specific field, with operations in multiple countries.