U.K.-based manufacturer Hydrofloors now is called the TwinScape Group and is setting up operations in the U.S., to be led by Genesis instructor and longtime member Paolo Benedetti.

The company chose another name to reflect the fact that it offers several systems besides its namesake movable pool floor, which covers pools and converts them into usable floor space. Other products include movable flower beds, terraces and benches; submersible walls to divide a pool; and disappearing covers.

The company has named Benedetti as president of its U.S. operations, which he will run from the offices of his current design/construction firm, Aquatic Technology Pool and Spa in Morgan Hill, Calif. “This means we can meet the growing demand and provide faster and better than ever services stateside,” the company said in a press release.

Benedetti will continue to run his original company, founded in 1993. But considering his new duties, Aquatic Technology will focus mostly on design and consulting, less on construction.

TwinScape made the move because sales in the U.S. have been growing faster than in other regions. The new division currently serves North and Central America, but may eventually supply to South America as well, Benedetti said.

In addition to managing the business end of things, Benedetti will work with designers to customize the products for each installation, develop a core group of builders across the nation who can install the systems, and ensure that the products comply with U.S. codes and standards.

“It’s a new challenge,” Benedetti said. “It’s really a perfect fit, because I like coming up with innovative solutions to people’s design dilemmas, and this is allowing me to use my technical skills. The other thing is, it allows me to get involved with projects and work with architects and design principles at the dream stage, as opposed to the build-out stage.”