In this guest blog for the Bathroom Association, former Thirty-Under-Thirty winner Georgia Cantrill reflects on her career journey and makes the case for why attracting, supporting and celebrating emerging talent is vital to the future of the bathroom industry.

Receiving recognition in the Bathroom Association’s Thirty-Under-Thirty awards was a significant milestone in my career, but, more importantly, it reinforced the strength and potential of the bathroom industry at a pivotal time. With an industry rooted in heritage, how does it move forward with the next generation? What does it look like? How do we support young people coming into this industry? How do we even make the industry attractive?

Starting at the beginning

My career began at 18 when I joined Altecnic, a supplier of hydronic solutions, as an apprentice. Over six years, I progressed to the role of PR and Communications Executive, completing a Level 4 Diploma in PR and Communications and later a degree in Business Management and Marketing alongside my work. The progression I experienced reflects something important about this sector: it offers genuine long-term career pathways for those willing to invest in it.

I was lucky enough to be put forward for the Thirty-Under-Thirty award, marking my own personal development. The award showcases the industry’s recognition of emerging talent and evolving skill sets.

A sector with strong foundations

The bathroom industry benefits from a rich heritage grounded in engineering expertise, product innovation and long-established businesses – from independent bathroom merchants to global manufacturing brands. That history provides stability and credibility, particularly in a market that continues to navigate economic and regulatory change.

However, heritage alone will not sustain future growth. Like many established sectors, the bathroom industry must continue to attract new skills, perspectives and leadership if it is to remain competitive and relevant.

Young professionals bring digital capability, commercial awareness and a strong understanding of brand positioning in a changing media landscape- not to mention an awareness of the changing, younger end-user.

At the same time, increasing female representation across technical, commercial and leadership roles strengthens decision-making and reflects the diversity of the customer base the industry serves. Encouraging broader participation is not a matter of optics; it is a strategic necessity to futureproof the industry and strengthen it beyond constraints.

The value of Thirty-Under-Thirty

The Bathroom Association’s Thirty-Under-Thirty initiative plays a meaningful role in this transition. By recognising individuals across manufacturers, merchants, retailers and service providers, it highlights the breadth of talent operating within the sector.

For recipients, the award provides visibility and credibility at an early stage in their careers. For the industry, it signals a commitment to nurturing future leaders and acknowledging contributions beyond traditional technical roles, including marketing, communications, sustainability and commercial strategy.

The programme fosters a network of ambitious professionals who are invested in the long-term success of the sector. That network becomes a platform for collaboration and education rather than competition, which is something that is particularly valuable in an industry built on relationships.

The role of the Connect Conference

The Bathroom Association’s Connect Conference further strengthens this initiative by creating space for constructive dialogue between emerging professionals and established leaders.

What sets the conference apart is its focus on the practical challenges facing the sector, covering growing pain points such as effectively addressing sustainability and regulation, as well as skills shortages and digital transformation. It provides younger professionals with exposure to strategic conversations while offering senior leaders insight into the perspectives of the next generation, in a welcoming, relaxed environment.

This exchange is essential. Sustainable progress requires continuity and collaboration between experience and innovation.

A continued commitment to the industry

I now work as a Communications Consultant at an agency (Leopard Co) that partners closely with bathroom brands and is an affiliate member of the Bathroom Association. My experience working in-house at Altecnic continues to inform my approach, providing a strong understanding of the commercial, technical and reputational considerations unique to this sector.

The Thirty-Under-Thirty recognition reinforced my commitment to contributing to the industry’s long-term development and futureproofing, particularly in areas such as visibility, talent attraction and strategic communications. With this, I have also grown my network and connections with other young professionals in the industry, allowing me to draw on new perspectives and ideas I would not usually be aware of!

Looking ahead

The future of the bathroom industry will depend on its ability to evolve while maintaining the strengths that have defined it for years. That includes:

• Raising awareness of the diverse career opportunities available across the sector
• Supporting structured development pathways for young professionals
• Increasing representation across gender and background
• Encouraging collaboration between established leaders and emerging talent
• Creating relaxed spaces where young professionals can connect across the industry

The industry’s heritage provides a strong foundation. Initiatives such as Thirty-Under-Thirty and the Connect Conference demonstrate a clear intention to build upon it and grow it into something that will see the bathroom industry evolve more than ever!

For those of us who began our careers here, that commitment is both encouraging and motivating. The opportunity now is to ensure that the next generation are not put off by the ‘traditional’ stereotypes of the sector, and actually view it as a progressive, support and dynamic one – an industry we can shape!

Guest blog written by Georgia Cantrill, Communications Consultant at Leopard Co