Jennifer Tomlinson's Journey of Courage, Connection, and Saying Yes
By Susan (Dolnik) McPhie
Some careers follow a carefully planned path. Others are built one opportunity, one challenge, and one courageous “yes” at a time.
For Jen, her journey has been defined by resilience, adaptability, and an unwavering commitment to people.
Today, she celebrates more than 20 years in corporate leadership and recently marked her fourth anniversary with BioLab Canada. But her story began long before the pool and spa industry.
Growing up in Elmira, Ontario, Jen learned the value of hard work from an early age. One of her greatest influences was her grandmother, a successful business owner who handled the day-to-day operations of several family businesses. Watching her grandmother work instilled a simple but powerful belief: women can do anything.
That lesson would guide Jen throughout her career.
Building a Career While Raising a Family
Jen’s professional journey began at The Record, part of the Torstar Newspaper Group, where she was hired by Donna Luelo, a leader who would become one of her most influential mentors.
At the time, Jen was raising four young children, including twins and and her youngest that she jokingly refers to as “Irish triplets.” Balancing a growing family with a growing career wasn’t easy. Her husband worked shift work at the Toyota plant in Cambridge, and coordinating childcare, school activities, sports schedules, and work commitments often felt impossible.
Yet through flexible work arrangements, supportive family members, and an incredible determination to make it work, Jen continued to advance professionally.
“Looking back, I don’t know how we did it some days,” she laughs. “But somehow, you just find a way.”
Those years taught her some of her greatest lessons about perseverance, adaptability, and the importance of asking for help when you need it.
Embracing New Industries
After building a successful career in media sales, Jen transitioned to Weber Barbecues, where she spent nine years learning the ins and outs of another highly seasonal industry.
Working in the barbecue business also introduced her to a more male-dominated environment, helping her build confidence and strengthen her leadership skills.
Then came another unexpected opportunity.
A recruiter reached out through LinkedIn about a position with BioLab Canada. At first, Jen wasn’t actively looking for a change, but after meeting the team and speaking with Mike Godfrey, she knew it was worth exploring.
That decision opened the door to an entirely new industry and one of the biggest learning curves of her career.
Learning Something New
Like many people entering the pool and spa industry, Jen quickly discovered that water chemistry is an entirely different language.
Despite decades of sales experience, she found herself back in student mode, watching training videos, studying chemistry concepts, and asking countless questions.
Fortunately, she found herself surrounded by people eager to help.
She credits Alicia Stephens, Director of Education at BioLab, as one of her most important mentors during the transition.
“Alicia never makes you feel silly for asking a question,” Jen says. “She’s patient, knowledgeable, and genuinely wants people to succeed.”
She also speaks highly of the entire Canadian BioGuard team, including Mike Godfrey, Mike Corrigan, Robert Jarosz, and Senior Vice President of Sales Ted Lawrence at BioLab, all of whom created an environment where learning and collaboration are encouraged.
Their support reinforced something Jen has experienced throughout her career: success is rarely achieved alone.
Leading with Inclusion
Over the course of her career, Jen’s leadership philosophy has evolved significantly.
When she was younger, she remembers feeling hesitant to ask questions or admit when she didn’t know something. Today, she works intentionally to ensure others never feel that way.
Whether working with colleagues, dealers, or industry partners, Jen strives to create an environment where everyone feels included, valued, and heard.
“I never want anyone to feel like a bystander,” she explains. “Everyone deserves a seat at the table.”
“I never want anyone to feel like a bystander”, she explains. “Everyone deserves a seat at the table.”
Her leadership style is rooted in listening, supporting others, and being fully present in every interaction.
Women Changing the Industry
One of the most exciting developments Jen has witnessed is the growing presence of women throughout the pool and spa industry.
Over the past decade, she has seen more women stepping into leadership positions, managing service departments, running businesses, and entering skilled trades.
Her own daughter recently became an electrician, something that makes Jen incredibly proud.
She believes women bring unique strengths to the industry, including communication, collaboration, organization, multitasking, and problem-solving skills.
Most importantly, she encourages women not to allow fear to hold them back.
“Be brave,” she says. “Being brave doesn’t mean you’re not nervous. It means you do it anyway.”
She wants women entering the industry to know there is absolutely a place for them, whether they’re wearing work boots in the field or leading a boardroom discussion.
A New Chapter
Today, all four of Jen’s children have completed their education and launched successful careers of their own. With more personal freedom than she’s had in decades, she’s embracing this next stage of life with excitement.
Outside of work, she enjoys watercolor painting, gardening, cooking, participating in a classic literature book club, and a unique cookbook club where members cook recipes around a monthly theme.
She’s also navigating a significant life transition following the loss of her mother. As the oldest daughter, granddaughter, and sister, she’s stepping into a new role as one of the matriarchs of her family, a responsibility she approaches with the same kindness and compassion that define every aspect of her life.
Jen's Advice for Women
As our conversation came to a close, Jen shared the advice that has guided much of her own journey:
“Always be open to saying yes.”
Too often, she believes, women talk themselves out of opportunities before they even begin.
Instead, she encourages women to take the chance, trust themselves, and figure out the details along the way.
After all, some of the best opportunities in life arrive before we feel completely ready.
“Always be open to saying yes.”
Too often, she believes, women talk themselves out of opportunities before they even begin.
Instead, she encourages women to take the chance, trust themselves, and figure out the details along the way.
After all, some of the best opportunities in life arrive before we feel completely ready.
Rapid Fire with Jen
Q: Coffee, Tea, or Something Else?
A: Tea
Q: Favorite Cocktail?
A: French 75
Q: Favorite Non-Alcoholic Drink?
A: Coke Zero
Q: Favorite Song Right Now?
A: “Flowers” by Miley Cyrus
Q: Beach or Mountains?:
A: Beach, without hesitation
Q: Sunrise or Sunset?:
A: Sunset
Q: Favorite Comfort Food?
A: Pasta
Q: Current Book Recommendation?:
A: Educated by Tara Westover
Q: Bucket List Destination?:
A: The Maldives
Q: Dinner with Anyone?
A: Oprah
Q: One Word Friends Would Use to Describe You?
A: Funny
Q: Best Advice You’ve Ever Received?:
A: “This too shall pass.”
Q: What Makes You Laugh Every Time?
A: My kids.
The Legacy She Hopes to Leave
When asked how she hopes people will remember her, Jen’s answer was simple.
Kindness.
Humor.
Making people feel better when they leave than when they arrived.
And after spending time with Jen, it’s clear that she’s already doing exactly that.
Susan (Dolnik) McPhie
Silk Water Solutions Inc.
