CEO at life Floor
My Aquatics Journey, Professional Background, and Success Factors:
I’ve been deeply involved in the aquatics industry for 13 years now, ever since I founded Life Floor in 2011. It’s been an incredible journey filled with learning and growth.
Career Path and Motivation:
Growing up, aquatic recreation was a significant part of my life, with frequent visits to water parks and community centers. My childhood memories of fun and family bonding in these environments fueled my passion for the industry. Transitioning from a lucrative consulting job to founding Life Floor wasn’t about financial gain but about making a difference.
A pivotal moment came when I pitched the idea to an investor who questioned my decision. I stood firm, emphasizing the importance of safety in aquatic environments and the potential to save lives. This encounter solidified my commitment to creating safer spaces in aquatic recreation, driving the early days of Life Floor with a passion to prevent accidents and ensure everyone’s enjoyment and safety in aquatic settings.
Notable Recognition and Awards:
Life Floor has been honored with several awards, recognizing our dedication to safety within the aquatics industry, including 9 World Waterpark Association Leading Edge Awards. One memorable recognition is our nomination for the 2024 Meaningful Capitalism Awards, which highlights companies that prioritize both profit and social impact.
Source of Inspiration:
Tim Welsh, a former partner at McKinsey and current vice chairman at US Bank, stands out as a consistent mentor and inspiration in my career. His embodiment of servant leadership, always prioritizing his team’s success over personal recognition, has been instrumental in shaping my approach to leadership. Tim’s encouragement during challenging times reminds me to celebrate small victories and stay focused on the long-term goal of industry transformation.
Additionally, figures like Josh Martin from Martin Aquatic, Trevor Leonard formerly of Six Flags, Monty Jasper from Cedar Fair, and Chris Sumner from Universal, among others, have inspired me within the aquatics industry. Franceen Gonzales from Whitewater, particularly her contributions to standards development, and Rich Martin, who played a key role in the NSF standard process, have also been influential in my journey.
Memorable Industry Moment:
One memorable industry moment stands out from early 2013 when we secured a meeting with Carnival Cruise Line to discuss a potential trial of our product. After investing considerable time and resources into obtaining IMO certification, required for the trial, we were ready to move forward. However, upon reaching Carnival’s headquarters for the scheduled meeting, we discovered that the person we were supposed to meet had left the company unexpectedly.
Despite the setback, we persevered, engaging with other team members, but ultimately, it seemed like a dead end. Fast forward two and a half years later, at WWA 2015, I encountered a representative from Carnival who expressed interest in our product. Skeptical due to our past experience, I shared the story of our failed meeting. Surprisingly, he was apologetic and committed to making things right. This renewed collaboration led to a successful trial of our product on a cruise ship, ultimately becoming one of our most significant partnerships.
Beyond Aquatics: Hobbies and Activities:
Outside of my work in Aquatics, I have a range of hobbies and activities that keep me busy. Running is a big part of my life, and I’ve completed nine marathons so far. I’m working towards beating my personal best by age 40, a goal I set back in college. Camping and backpacking are other passions of mine, and this summer, I’m joining my dad to climb the highest peaks in Maine and New Hampshire, which will also mark my first trip to Maine.
I’m an avid Magic the Gathering player, participating in tournaments and enjoying the game with my kids. Additionally, I’m involved in church activities, having helped plant a church and previously serving as the board president. Coaching my kids in basketball, flag football, and soon cross country keeps me active and engaged outside of work.
Advice for Incoming Aquatics Industry Professionals:
For those entering the Aquatics industry, it’s important to understand that fame and wealth aren’t typically the driving forces behind choosing this career path. Instead, it’s about making a meaningful difference in people’s lives every day. Whether it’s helping families create lasting memories or teaching children valuable skills, our work contributes to positive experiences in aquatic recreation.
First and foremost, identify your purpose. What drives you? What impact do you want to have on others? For me, it’s about ensuring that everyone I encounter feels valued and knows they belong. Building relationships within the Aquatics community is crucial. It’s like being part of a big family where support and collaboration are key.
When starting out, seek out companies that genuinely embody their values. Look for organizations where values aren’t just words on a wall but are lived out every day. Partnering with companies that align with your values can lead to meaningful change within the industry and beyond.
Focus less on money, fame, or conventional success, and more on how you’re making a difference. By prioritizing service and impact, everything else will fall into place. Remember, success isn’t measured solely by financial gain but by the positive influence you have on others and the industry as a whole.
Connect with Jonathan Keller at Life Floor
