Waterco launches Dubai base to drive growth across Mena
Expansion strength the company's global presence
Sydney, Australia, 23 October 2025 – Waterco Limited (ASX: WAT) today announces the official launch of Waterco Middle East, a new entity strategically located in Jebel Ali, a key port city in the Emirate of Dubai. This expansion represents a significant step in the group’s global growth strategy, enhancing its operational presence and ability to deliver premium pool, spa, water treatment, agricultural, and aquaculture solutions in a high-growth regional market.
The move also strengthens Waterco’s footprint in Davey water transfer pump sales across the Middle East and North Africa (MENA). With over 90 years of proven expertise, Davey brings credibility and impact to this regional strategy. Waterco’s 2023 acquisition of this iconic Australian manufacturer unites a 133-year legacy of innovation and leadership in the multi-billion-dollar global water industry.
Jon Maskell appointed General Manager
Jon Maskell, with more than 30 years’ experience in the swimming pool and spa sector, has been appointed General Manager of Waterco Middle East. He is well-positioned to lead operations in one of the world’s fastest-growing territories, having strengthened business performance, fostered international relationships, and enhanced Waterco Europe’s global standing.
“I am honoured to lead Waterco Middle East and excited to bring our solutions closer to partners and end users,” he says. “We look forward to delivering a broad product range that supports water efficiency, showcases advanced treatment innovations, and upholds the highest standards of quality and sustainability.”
Shaping the future of smart water technologies across MENA
Jebel Ali’s industrial and logistics hub provides an ideal base for Waterco Middle East, enabling faster delivery, improved customer service, and stronger engagement with partners. The new entity also demonstrates Waterco’s approach of combining local insight with global expertise to deliver proprietary solutions that enhance regional resilience and advance sustainable water security.
“Waterco’s products, including its patented injection moulding and fibreglass winding techniques, are engineered to reduce water and energy use, optimise treatment processes, and lower operational costs,” Maskell explains. “By integrating advanced technology, research, and strategic collaboration, we aim to help North Africa and the Middle East establish water management as a cornerstone of sustainable growth and long-term resilience.”
Supported by its global network, Waterco Middle East is positioned to provide high-quality solutions, foster lasting partnerships, and set new standards across the region’s swimming pool, spa, water treatment, and aquaculture industries.