“We Continue to Add Value to Our Industry with Technically Sophisticated, Innovative, Sustainable, and High Value-Added Products”
Amid the challenging economic conditions of 2025, GEMAŞ maintained its stability in production and exports, continuing to make a difference in the sector. GEMAŞ Chairman of the Board, İbrahim Üstünes, discussed the impact of exchange rate policies on the industry, the strategic measures taken, and the company’s shift toward high value-added products. Üstünes emphasized that in this period, when “progressing with rational steps rather than romantic emotions” has become a necessity, GEMAŞ is preparing for the future through an innovation- and technology-driven production approach.
Despite rising costs and currency fluctuations, GEMAŞ navigated 2025 with a balanced and cautious approach. Üstünes noted that the company acted early to minimize potential risks, ensuring that challenges in the economy did not compromise its core principles. “We never let short-term uncertainty affect our dedication to R&D or our product quality,” he said.
Throughout the year, GEMAŞ strengthened its innovation agenda, focusing on products that combine technical expertise with added value. Among the highlights were the automatic multiport valve and remote-control system, which mark a new stage in the company’s technological evolution. The goal, Üstünes explained, is to create a fully integrated pool management ecosystem—where pumps, lights, disinfection units, and heaters can all be operated via a single software platform. The new valve system has already drawn attention from demanding international markets, with the first shipment successfully made to Norway, followed by repeat orders.
GEMAŞ also plans to expand its product range in 2026 with several new launches now in the final development phase. “Adapting to change is never easy, but it’s a process we’re fully committed to managing,” said Üstünes, underscoring the company’s long-term vision for sustainable growth.
Assessing the economic outlook, Üstünes expressed cautious realism. He noted that unless current fiscal policies shift, both domestic and European markets are likely to remain under pressure. “This is a time when companies must rely on logic, not optimism. Sometimes, being rational means resizing or restructuring when needed. Growth for its own sake is not always the answer,” he observed.
As for the industry’s competitive landscape, Üstünes called for a shift in mindset. “Competing solely on price erodes quality—and in a technical business like ours, quality is non-negotiable. Every product has a value and a cost; our real strength lies in maintaining that balance,” he concluded.
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