Brightdome helps Fluidra scale its digital transformation with Contentful and WebCore
Published on August 22, 2026
Managing digital experiences across multiple brands and markets creates a familiar challenge to many global organizations: how do you give local teams the flexibility they need while building a digital foundation that can be reused and governed globally? For Fluidra, a global leader in the pool and wellness industry, answering that question became an important part of its broader digital transformation.
Brightdome created WebCore, a global website program designed to modernize its digital ecosystem and progressively establish a common foundation for websites across brands and markets to address this concern. The ambition was not simply to replace individual legacy websites, but to create a more scalable model for launching, managing, and evolving digital experiences globally. Brightdome selected Contentful from Salesforce as the content foundation for WebCore, enabling structured content, reusable models, localization, and integration with a modern composable architecture.
Building once, scaling across markets
Over time, the pool company's digital ecosystem had evolved across different brands, markets, technologies, and content management approaches. This created duplication and made launching or migrating websites more resource-intensive than necessary.
WebCore introduced a different model. Rather than treating every website as an independent implementation, Fluidra and Brightdome established a common architecture where components, content structures, integrations, and implementation patterns can increasingly be reused across brands and countries. Contentful plays an important role in this model by separating content from the presentation layer and providing a common content foundation that can evolve as new websites join WebCore.
The approach allows Fluidra to balance two important needs: global standardization and local market autonomy. Local teams continue to own the relevance and quality of their experiences, while the global program provides the technology, patterns, and governance that make those experiences easier to launch and maintain.
“Contentful gives WebCore a composable content foundation that supports the way the pool company wants to scale, establishing common models and capabilities globally while preserving how local teams manage experiences for their markets.”
Applying AI where it removes operational friction
As the WebCore rollout progressed, Fluidra and Brightdome identified content migration as an
opportunity to improve the operating model further.
One example involved a library of more than 200 legacy WordPress articles that needed to be moved into Contentful while preserving important information such as structure, metadata, publication dates, authorship, and imagery. Traditionally, this type of migration requires significant manual work from local content teams: extracting content, adapting it to the new model, translating where necessary, loading it into the CMS, and validating the result. The pool company and Brightdome explored how AI and automation could reduce this repetitive work without removing local teams from the process.
The resulting workflow combines automated processing with human validation. Content is programmatically extracted and structured according to the target Contentful models. AI can assist with activities such as translation and content preparation, while local teams remain responsible for reviewing and approving the final content before publication. This creates a human-in-the-loop operating model rather than replacing editorial governance with automation.
“The biggest benefit is not simply uploading content faster. It is allowing engineers and content teams to spend their time on the experience, integrations, quality, and optimization instead of repetitive migration work.”
Connecting automation with Contentful
Contentful's APIs and emerging Model Context Protocol (MCP) server provide another opportunity to simplify how structured content moves into the platform. Brightdome has been exploring these capabilities with the pool company as part of the broader WebCore content automation approach. Once content has been processed and validated, automation can support the creation of structured entries in Contentful, reducing the need for repetitive manual loading.
The impact goes beyond migration speed. For Fluidra, it means that the effort required to onboard content for future websites can progressively decrease as the WebCore platform, reusable content models, automation, and operating practices mature. Engineering teams now have more capacity to focus on areas of impact, such as platform evolution, integrations, performance, quality, analytics, and building new capabilities, while local marketing teams can focus on growing their library of content to cater to evolving customer needs and regional preferences.
From individual migrations to a repeatable global capability
The most impactful part of the replatform is that Fluidra now has a repeatable way to scale. As more of its markets adopt the platform, the pool company can reuse an increasing proportion of the architecture, components, content models, and migration practices developed through previous implementations.
Brightdome supports this journey by combining platform implementation experience with experimentation around AI-enabled content operations, while Fluidra's global and local teams continue to provide the business, brand, and market expertise that determines how the platform evolves.
This project showcases a successful collaborative model. Fluidra provided transformation vision, governance, and market expertise. Contentful provided a composable content platform. Brightdome helped translate that foundation into repeatable implementations and is continuing to explore new opportunities to improve how the platform operates.
Continuing the WebCore journey
The Fluidra's WebCore transformation is still evolving as additional websites, brands, and markets move onto the common platform.
The next opportunity is to build on the foundation already established. Future opportunities may include smarter content governance, identifying duplicate or outdated content, supporting wider localization, improving content discoverability, and helping teams optimize content for both traditional search and emerging AI-driven discovery.
