Why Choose an AIWSE Member?
When you choose an AIWSE member, you're choosing a certified professional who meets our strict standards for quality and service.
Vetted and Insured
Every member is thoroughly checked and carries relevant insurance.
Trained and Certified
Our members follow a shared syllabus and ongoing professional development.
Local and Independent
We connect you with trusted specialists in your region, not faceless national brands.
Transparent and Ethical
AIWSE members are committed to clear pricing, honest advice, and long-term customer care.
About Us
The Association of Independent Water Softener Experts (AIWSE) is a not-for-profit, member-led organisation committed to raising standards within the UK's water softening and treatment industry.
Who We Are
AIWSE brings together independent water treatment specialists from across the UK—many of whom have operated as competitors for years—under one shared vision: to provide consumers with high-quality, ethical, and expert-led advice and service in water softening and filtration.
Our members are family-run businesses with strong regional roots, offering professional installations, aftercare, and support for both domestic and commercial clients. All members are vetted, insured, and committed to continuous development and best practice.
Our Origins
The idea for AIWSE was born in response to significant industry changes in 2019 that left many independent dealers feeling uncertain about the future. For the first time, long-time competitors came together in a spirit of unity to discuss how best to protect and promote the values that define good service in our sector.
That first meeting took place on 27th September 2019, hosted at the Suffolk home of Clive and Suzanne Stevens. In attendance were 31 individuals from dealerships across the country, many of whom had never spoken face-to-face due to the competitive environment previously fostered by manufacturers.
The result was both refreshing and inspiring: new relationships were formed, and a shared desire to improve the industry became clear. There was overwhelming support for the creation of a professional association to represent independent experts fairly, honestly, and transparently.
Following a second meeting to build on this momentum, a board was elected, and the name agreed:
The Association of Independent Water Softener Experts (AIWSE)
Founding Board Members:
- Paul Webb – Chairman
- Chris Smith – Secretary
- Peter Hines – Treasurer
- Tony Patmore – Membership Secretary
The association was officially formed in January 2020, and while the COVID-19 pandemic posed immediate challenges, we remained committed to our goals. We registered the AIWSE website, opened a business account, and laid the groundwork for future member benefits—with £4,000 initially pledged by board members to support our development.
Since 2020
Raising Standards
Our Mission
Our purpose is threefold:
To Promote Professional Standards
In an unregulated sector, AIWSE offers peace of mind to consumers by ensuring members adhere to a consistent code of conduct and technical competency.
To Support Independent Businesses
We offer resources, shared knowledge, and promotional tools to help independent dealers grow and thrive.
To Educate and Inform
Through consumer guides & helpful content, we ensure homeowners and businesses make well-informed decisions about their water quality.
Looking Ahead
As AIWSE grows, so too does our ambition to influence and elevate the water softening industry across the UK. Whether you're a homeowner seeking better water quality or a professional interested in joining our ranks, we're here to support you.
Together, we are stronger—and your water is in safe hands.
Our Quality Guarantee
Professional indemnity insurance
Written quotations
Transparent pricing
Quality workmanship guarantee
Follow-up support
AIWSE Certified
Our certification is your assurance of quality, professionalism, and expertise in water softener services.