Switching customers to new technology demands time and skill
The traditional way to make ice in an indoor hockey rink is to use hot water, but a new technology makes it possible to achieve the same end at a lower cost using room-temperature water.
Educating people about that breakthrough is the challenge facing a Vancouver-based company.
“Our strategy to grow is simply to get the word out,” says Florian Gabriel, managing director of Swich Services Inc., which distributes REALice technology in Canada.
“I think it is very much an educational and a marketing challenge that we’re facing,” he adds. “There are other competitors out there that can achieve similar goals, but we want to get the word out and let people know there are alternative ways of doing certain processes in ice arenas that are so dear to Canadians.”