Born in 1969, Eloy Planes Corts has a degree in Industrial Engineering at the Technical University of Catalonia and a Master’s degree in Business Management at EADA business school.

The second generation of one of the founding families, Eloy Planes joined Fluidra (then “Astral”) as Director of R&D in 1994 and, in 1998, was appointed the Director of Logistics and subsequently General Manager of AstralPool España. In this role, he was responsible for a number of mergers with Spanish sales companies and acquired in-depth knowledge of the business.

In 2000, Eloy became the Managing Director of AstralPool and continued his work to expand the business in international markets.

In 2002, the family group took a decisive step: under the leadership of Eloy Planes as Managing Director, the Fluidra group was created (under the name of Aquaria), which brought together the group's pool production and distribution companies. Banc Sabadell bought into the family business by acquiring 20% of its share capital. Eloy Planes lead the change of the logistics model.

In 2006, Fluidra grew into what it is today when it was joined by the holdings of the four previously independent partners. In the same year, Eloy Planes was appointed the CEO of the Fluidra group and oversaw some of the company's major milestones: its listing on the stock exchange in 2007, and its restructuring in 2008–09, all of which saw the rapid internationalization of the sales division and the implementation of lean management in the group's industrial division.

In 2016, Eloy Planes became Fluidra's Executive President. In the same year, he created a foundation, Fundació Fluidra. In 2017, an important corporate transformational operation led by Eloy Planes was publicly announced: Fluidra’s merger with the US company Zodiac, which was successfully completed in July 2018. In 2021, Fluidra entered the IBEX-35 and closed an historic year reaching an income of over 2 billion euros.

Eloy Planes is the Executive Chairman of the Board of Directors of Fluidra. He is also the President of the International Swimming Pool Exhibition of Barcelona and of the foundation Fundació Catalunya Cultura and director of Dispur, S.L. as well as natural person representative of Dispur, S.L. as Chairman and member of the board of Fixe Climbing, S.L. Since September 2023, Eloy Planes is also First Vicepresident for Chamber of Commerce of Barcelona.