Eloy Planes Corts was born in Barcelona in 1969. He earned a degree in Industrial Engineering at the Technical University of Catalonia and a master’s degree in Business Management at EADA business school.
The second generation of one of the founding families, Eloy Planes joined Fluidra (then Astral) as Director of R&D in 1994 and, in 1998, was appointed the Director of Logistics and subsequently General Manager of AstralPool España. In this role, he was responsible for a number of mergers with Spanish sales companies and he acquired in-depth knowledge of the business.
In 2000, Eloy became the Managing Director of AstralPool and continued his work to expand the business in international markets.
In 2002, the family group took a decisive step: under the leadership of Eloy Planes as Managing Director, the Fluidra group was created (under the name of Aquaria at the time), which brought together the group's pool production and distribution companies. Banc Sabadell bought into the family concern by acquiring 20% of its share capital. Eloy Planes implemented the change of the logistics model.
In 2006, Fluidra grew into what it is today when it was joined by the holdings of the four partners that had been independent until then. In the same year, Eloy Planes was appointed the CEO of the Fluidra group and oversaw some of the company's major milestones: its listing on the stock exchange in 2007, and its restructuring in 2008–09, all of which saw the rapid internationalisation of the sales division and the implementation of lean management in the group's industrial division.
In 2014, Eloy Planes created a start-up accelerator, Fluidra Accelera. In 2015, Fluidra presented its 2018 Strategic Plan. In January 2016, Eloy Planes became Fluidra's Executive President. In the same year, he created a foundation, Fundació Fluidra. In 2017, an important corporate operation lead by Eloy Planes is publicly announced: Fluidra’s merger with the US company Zodiac, which is successfully closed in July 2018.
Eloy Planes is also the President of the International Swimming Pool Exhibition of Barcelona.