Designing and developing the Zodiac and Astral Pool websites on one shared headless CMS for Fluidra.

Two strong brands needed two distinct websites, each with its own look and feel and its own audience, from homeowners comparing robotic cleaners and salt chlorinators to the dealers and pool builders who sell them.

Both sites also needed to send leads into Salesforce, and Fluidra’s team needed to manage content and products for both brands without doubling the cost and effort of running two separate platforms.

Rather than build two sites twice, we planned a single headless CMS to power both. Separating content from presentation means each brand keeps the freedom to look and sound like itself on the front end, while the content model, components and integrations are built once and shared.

We designed the journeys around how pool owners actually shop: by product type, by the problem they need to solve, and by finding a dealer near them.

Tonic developed a headless CMS that runs both the Zodiac and Astral Pool websites from one backend. Content and product information are created once and delivered through APIs to each brand’s own front end, so each site keeps its unique look and feel. Leads from both are pushed into one central Salesforce instance.

Fluidra’s team now manages both brands in one place, and new features can be rolled out across both sites at once. The websites no longer incur any ongoing licensing fees, and the IP is 100% owned by Fluidra.