Posted: Jan. 25, 2012, 1:15 p.m. EST
Necessary equipment for aquariums keeps cutomers' systems running smoothly.
By David A. Lass
Anyone who has ever been SCUBA diving or snorkeling on an ocean reef knows how much water movement there is. In some instances, it is difficult or impossible to stay in one place, because the currents are so strong.
“All corals require water movement, to differing degrees dependent on the type of coral,” said Matt Eckler, manager of Krystal Klear Aquatics in Auburn, Mass. “[Large polyp stony] LPS corals like a gentle flow, and [small polyp stony] SPS corals need a faster flow, but in both cases the water movement is bringing micro-nutrients to animals that do not move around looking for food.”
Different Approaches
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| Water movement products are often overlooked, giving retailers add-on sales they otherwise might not have counted on. |
Achieving this kind of movement in a reef aquarium is difficult, and requires retailers to offer a substantial selection to provide customers with the versatility they need to accomplish adequate water movement in a captive environment. Although there are many water movement products on the market, there are basically two kinds of pumps, and knowing what to recommend can keep customers coming back.
“Most pumps utilize one of two technologies: [they are either] impeller driven or propeller driven,” said Sean Raines, product manager of aquatic equipment for Tetra and Marineland, both divisions of United Pet Group in Blacksburg, Va. “A propeller design gives much more water movement for very little energy usage, and both types are needed in aquariums.”
Besides the way the water is moved, the intake is also important.
“An open cage is best,” said Matt Eckler, manager of Krystal Clear Aquatics in Auburn, Mass. “It takes water from all sides, and you can get good flow from smaller size pumps.”
There are other benefits for customers using this type of pump, too. This particular design may help prevent livestock from getting stuck, keeping customers from having to replace injured and mortally wounded fish.
“Koralia was the first one we used with this design,” Steve Vernon, owner of MV Pets in Portage, Mich. “The larger open space for intake means that livestock rarely gets stuck.”
Best Sellers
Retailers reported that they take several product metrics into account when making decisions about what to recommend and sell.
“We sell Koralia, Aqueon and the MJs from Cobalt,” reported Seth Guyette, a supervisor at Claremont Pet and Aquarium Center in Claremont, N.H. “I especially like the new Marineland MaxiJets with the different intake heads. You get dramatically improved and ‘softer’ water flow, and use less energy.”
Other stores reported similar best sellers.
“We have always sold Koralia and Hagen powerheads,” stated Jesse Anna, freshwater manager for Elmer’s Aquarium and Pet in Monroeville, Pa. “The new Marineland MaxiJets that come with two intake heads look very good.”
There are a wide variety of powerheads available, and some now offer customers the option of moving most parts outside of the aquarium itself.
“The Vortech MP40w and MP10 are our best-sellers for reef aquariums,” stated Patrick Clasen, director of finance for EcoTech Marine in Bethlehem, Pa. “Our VotTech line utilizes through-the-glass magnetic torque to keep the motor outside the water.”
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Industry Voices
What type of setup do you recommend to customers when it comes to water movement?
“In a reef tank, you want chaotic water movement. You need to have oxygen moving all over the tank to avoid the problem of cyano algae starting where there is lots of debris, and little water movement.”
-John Naoum, owner of Poseidon Aquariums in Marlborough, Mass.
“It depends on the fish and corals in the tank; they require water movement because of where they live on the reef. It is important for corals in a reef tank, less important in a FOWLR tank.”
-Bill Hannon, owner of Washington Pet in Pen Argyl, Pa.
“Lots of the fish we keep in reef tanks are from tidal zones, where there is lots of water movement. For fish such as tangs they need to be hammered by water flow just to keep parasites off.”
-Jess Anna, freshwater manager for Elmer’s Aquarium in Monroeville, Pa.
“You want to recreate the ocean where these animals are from – your job is to ‘fool’ them into thinking that they are still in the wild.”
-Allen Fefferman, owner of Old Orchard Aquarium in Skokie, Ill. |
Beyond the known brands, many products reportedly sell well.
“For circulation pumps, we like Aqueon and Oceanic,” said Kyle Petrick, aquatics manager for Pets Pets Pets in Somerset, N.J. “We have found their mounting to be best, and we like suction cups rather than magnet mounts.”
Some water movement sales target specific audiences, who may not balk at higher prices for more elaborate units.
“We sell the JBJ Acella powerheads, as well as Koralias,” reported Allen Fefferman, owner of Old Orchard Aquarium in Skokie, Ill. “We also really like the VorTechs and their battery backup. Some of our clients can have $10,000 invested in a reef tank, and $500 as an inexpensive insurance policy sure makes sense to us.”
Wavemakers
Wavemakers designed to vary where water flow comes from are considered necessary by some industry participants, and not needed by others. A retailer’s decision to offer these types of products may rest on their opinion of how to market them to customers.
“Wave flow should be considered an adjunct to flow, not a sole source of flow,” stated Roger Vitko, general manager of Tunze in Austin, Texas. “Wave flow on its own simply washes debris back and forth in a confined area.”
Others in the industry noted that the problem of dead spots can best be addressed with some kind of wavemaker device.
“Dead spots lead to cyanobacteria,” said Mike Magaletti, customer service manager of Hydor USA in Sacramento, Calif., “Having flow alternating from sides is a simple and elegant solution to that problem.”
Wavemakers can sometimes have their problems though, and retailers should let customers know about maintenance considerations to ensure products operate up to par.
“Hydor is what we sell the most of,” reported Jesse Anna of Elmer’s. “You need to keep the impeller or propeller clean. This is not a problem if the pump is on all the time, but it can be when it is constantly switching on and off.”
And then, of course, there are some stores that are not big fans of wavemakers.
“We don’t see much of a difference,” MV Pets’ Vernon said. “We think it may be overkill, and our philosophy is ‘Keep It Simple Silly (KISS).’”
Other retailers were even more direct about not offering wavemakers.
“They’re not that necessary, and we have never got into them,” Pets Pets Pets’ Petrick said.
Proper merchandising is important when it comes to water movement products, and with space at a premium, retailers may do best by keeping their customer base in mind.
“In a store, merchandising space is a premium, so think about what kinds of aquariums your customers keep,” Cobalt Aquatics’ Wilson said. “Pick pumps that have proven performance and reliability and will turn in your store. The last thing you want to do is stock the latest whizz bang product that will not move off the shelf.”
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