What Does Leadership Really Mean?
In the pool and spa industry, we hear the word leader all the time. But how often do we stop to define it?Is it the company with the largest footprint? The longest history? The most aggressive marketing? Or is it something deeper — something that combines innovation, integrity, and a commitment to strengthening the industry as a whole?
At OnCore Filtration™, we don’t pretend to have all the answers, and we don’t believe anyone should. The concept of leadership in the pool and spa industry is complex, evolving, and open to interpretation. But one thing we do believe, with absolute certainty, is that the conversation matters.
Since our founding in 2020, we’ve been committed to more than just manufacturing exceptional filter cartridges. We’ve been equally committed to examining what it means to lead in this space, not just in terms of sales or market presence, but in terms of influence, trust, and responsibility.
We’ve been asking ourselves some uncomfortable, necessary questions:
What does it really take to be a leader in our industry?
Is it about having the most advanced technology? The widest product range? The fastest delivery times? Or is it about building an ecosystem where partners, retailers, and service professionals can thrive alongside us?
And perhaps the bigger question:
What must we do to earn that place?
Because leadership isn’t inherited, and it isn’t something you can simply declare. It’s proven in actions, measured in results, and sustained through consistency. It’s about showing up for your partners, your customers, and your community, not just when it’s easy, but when it’s difficult. For us, this is more than a strategic goal. It’s a mindset, a standard we hold ourselves to, and a promise to the industry that we intend to keep?
Innovation Is a Responsibility
For us, leadership begins with innovation. Our 72,000-square-foot manufacturing and distribution facility in Manning, South Carolina, is built to push filtration performance forward. Robotic production systems, advanced filter media, and a fully integrated supply chain allow us to deliver cleaner water, longer service life, and greater efficiency. But technology alone doesn’t make a leader, it’s what you do with it, and how you use it to make the industry better.
Caring for the Industry Ecosystem
Leadership also means caring, about partners, customers, and the long-term health of the market. That’s why you won’t find OnCore-branded cartridges flooding discount internet channels. We protect dealer margins so local retailers and service pros can stay competitive in their own communities.
Some manufacturers compete against their own customers by selling directly online, undercutting the very businesses that built their brand. We take the opposite approach, safeguarding pricing power so our partners can remain profitable while offering the best products and service in their markets.
And caring means meeting people where they are. In many Sunbelt markets, that means providing bilingual literature, warranty documents, and training resources to support the Hispanic service community.
Investment Is the Long Game
True leaders don’t just hold their ground, they build. Our team brings more than 100 years of combined filtration expertise. We reinvest constantly in R&D, our people, and sourcing best-of-breed components, all proudly assembled in the USA. Our early-buy incentives, loyalty rewards, and pricing protections are designed to help partners grow without being forced into a race to the bottom.
The Journey, Not the Title
In just a few years, we’ve grown to more than 200 SKUs of the most in-demand pool and spa filter cartridges, built one of the most advanced manufacturing operations in the sector, and earned a reputation for reliability and partnership. But we’re not done. We can’t be, not if we truly want to lead.
Community Beyond the Warehouse
Can a company really claim leadership if it doesn’t give back? We don’t think so. That’s why we proudly sponsor TEAM USA Artistic Swimming through the 2028 LA Olympics and support initiatives that promote water purity and safety nationwide.
So here at OnCore Filtration™, we’ll keep asking the questions — not just about our business, but about what the industry needs to thrive. We’ll keep innovating, not for novelty’s sake, but to create meaningful advancements that make pools and spas cleaner, safer, and more enjoyable. We’ll keep listening to our partners, because leadership isn’t built in isolation, it’s built in collaboration with the distributors, retailers, and service professionals who bring our products to life.
And if the industry one day calls us a leader, it won’t be because we said it first. It will be because we proved it, through our actions, our consistency, and our commitment to doing what’s right. That’s when we’ll know we’ve truly earned it.