In the rapidly evolving financial services landscape, staying ahead of the curve is a challenge Darren Hickman, CEO of Card on Guard, embraces with vigor. As the company sets its sights on 2025, Hickman unveils a visionary roadmap designed to fortify market position and spearhead innovation. Through strategic planning and a keen eye on global trends, Card on Guard is not just navigating potential challenges but actively transforming them into opportunities for growth. In this insightful interview, Hickman shares the ambitious milestones set for the coming years and the innovative changes poised to define the future of the industry.
Interviewee Name: Darren Hickman
Company: Card on Guard
The Interview
What inspired you to start your journey in this field, and how did it all begin?
Darren Hickman : About ten years ago, I was working in another business when I started developing this technology with a partner. That partner eventually left, but I stayed with it because I knew the science was sound and groundbreaking—even if it was hard to explain and required lots of testing, iterations of the original technology and countless trials and errors. People had trouble believing in a technology that could reduce chemicals in larger bodies of water with just sunlight and no moving parts or electricity. So I created the Card On Guard brand, developed a physical product using our BioPhotonX™ UV Light Conversion Technology, and have been building from there. The inspiration came from wanting a smarter, cleaner, more sustainable solution for pool and spa maintenance—something that felt obvious once you understood it, but radical to people the first time they heard about it.
What are your primary business goals for 2025?
Darren Hickman : To help more people understand there’s a better way to treat water. Too many folks still assume chlorine is the only answer. I want to put Card On Guard in more hands and more pools, especially for those looking for healthier options. Beyond the multitudes who are put off by pools and hot tubs that have the chlorine odor and irritation, I want to reach parents, cancer survivors, and people with sensitive skin who are trying to avoid irritation or long-term chemical exposure.
How do you plan to navigate potential challenges in the coming year?
Darren Hickman : The biggest challenge is credibility. People don’t believe in an alternative to a solution they have long relied upon as a “necessary evil,” a.k.a. chlorine, until they’ve seen it, read about it, or heard it from someone they trust. That’s the uphill battle, breaking through the noise and helping folks understand that Card On Guard isn’t some gimmick. It’s just nature doing what it’s always done. We’re just helping it along. We are focusing on explaining in as simple terms as possible that we are leveraging a natural process that was proven nearly 150 years ago. And we have created a product that is just as easy to use…in fact “drop in easy” just like chlorine, works with any current system, chlorine or otherwise, because they all need chlorine as a residual/back up sanitizer and they continue to get free chlorine levels as if they were using the usual amount of chlorine.
What innovations or changes are you implementing to stay ahead in your industry?
Darren Hickman : Card On Guard is already different by design. There’s no copper, no silver, no salt, no electronics, just a recyclable tube or frame, and our solar-powered BioPhotonX UV Light Conversion Film that helps purify water using free radicals. It’s a natural process, inspired by how sunlight disinfects water in nature. That simplicity and leveraging what nature already does is the innovation.
How are global trends influencing your strategic planning for 2025?
Darren Hickman : More people are waking up to the health and environmental effects of the products they use. Chlorine is starting to get the same scrutiny that plastics did years ago. You see that in wellness trends, eco-friendly habits, and even in how people shop. There’s a growing interest in low-chemical or chemical-free living, and that lines up exactly with what Card On Guard offers.
What milestones do you aim to achieve by the end of the year?
Darren Hickman : I want more families to discover they can have crystal-clear, safe pool water without all the chlorine. Hearing from customers who say, “I can finally enjoy my pool again,” or “My skin doesn’t react anymore”, that’s the real milestone. That’s the kind of feedback I live for.
Leaders Perception magazine would like to thank Darren Hickman and “Card on Guard” for the time dedicated to completing this interview and sharing their valuable insights with our readers!
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