Barr + Wray announces new group CEO

Spa and pool design and engineering specialist Barr + Wray has announced Derek Barton as its new CEO.

Formerly managing director MEA, Barton has worked for Barr + Wray for more than 30 years, having joined the Glasgow-based brand straight out of college.

Barr + Wray was purchased nearly two years ago by Kohler, which has aspirational growth plans to leverage its network and take the company into new markets.

Barton remains based in the Middle East, which is Barr + Wray’s biggest market for spa and wellness.

He spoke exclusively to European Spa about his journey from graduate trainee to global CEO and the company’s rapid growth in the Middle East.

Middle-Eastern growth

“When I joined Barr + Wray, I started off working on new projects, in internal sales and estimating. From there I moved into the position of sales engineer, then sales director,” said Barton.

“In 2010 I took my family and opened an office in Hong Kong. After ten years, we moved to Dubai and now I’m looking after the entire business as global CEO.

“The amount of work we are doing in the Middle East is unbelievable. Previously we have worked on Atlantis the Royal, Fairmont Riyadh and the Ritz-Carlton Abu Dhabi, Grand Canal.

“Last year was a record year for bookings and, even though there has been a bit of a slowdown considering the conflict in the region, it’s continuing this year.

“Now we are working on the spa for the first gaming resort for Al Marjan Island in Ras Al Khaimah. It’s an enormous project.”

Future growth and trends

Barton has set his sights on building business in North America. “For many years we’ve avoided the USA due to limitations in working there. Now we have a phenomenal opportunity to build a portfolio with the Kohler team.”

While the Hong Kong office closed during Covid, Barton said he hopes to re‑energise that territory: “We built up a big network of clients over ten years; I want to capitalise on that to grow our Asian business”.

After three decades in the sector, he has seen trends come and go. “Last year it was biohacking, this year it’s bathhouses and next year it’ll be something else,” said Barton.

“No matter what people say is trending, for us the technology stays the same – it’s just called something different. Whether it’s a bathhouse or a vitality pool, all that really matters is how well it works for the operator and the guest.”

“What we do best is turn a building site into a glamorous luxury spa,” Barton said. “That means small spaces, tricky high-end finishes, tight timelines and budget constraints; there’s a lot behind the scenes that people don’t see.

“For a beautiful rooftop pool to happen, we’ve got to pass pipes through somebody’s apartment and get them into a plant room two levels below. And that’s where we excel – making sure the engineering happens so all the guest sees is an infinity pool with a world-class view.”

New technologies

Barr + Wray is developing new water treatment technology that will save money on operating costs including chemical usage, power, water and plant space.

“There are only so many things you can do with air and water and a pool… what we like to focus on is better design, better efficiency and making things more interesting,” said Barton.

Recent European projects include Six Senses and the Landmark in London, alongside Corinthia Bucharest.

Receive our newsletters directly to your inbox – sign up here