Pool Magazine - Volume 2 - Issue 2

Investing in a Luxury Pool

VOLUME 2 - ISSUE 2 SPRING 2022

With Jason Brownlee & Chad Christenson

Featured

News & Stories • • • • •

Pool Trade Shows & Expos To Attend Optical Illusions - Ray Corral, Mosaicist Time To Recession Proof - Talking Pools Pool Design Trends - Kelly O’Leary Inflation May Affect Industry Growth

Industry Leaders Randy Angell

Principal Designer of Randy Angell Designs

Editor’s

LETTER

A

s we move into the summer season, there is a lot to be grateful for. Although the industry was operating in one of the most challenging environments ever, the last two years have seen unprecedented demand from consumers. If the pandemic did one thing it was to reignite interest for pools, spas, and other outdoor living amenities.

We are part of an ever-changing industry. The cyclical nature of demand is that what goes up must come down. While the last two years have brought us prosperity, the years in front of us could present a challenge. How we adapt to the post-pandemic market, adjust to inflation, and a rapidly changing economic climate may ultimately be the true test. This swim season will come with its own set of inevitable challenges as each year does. What industry professionals have gleaned from previous tough times and how they apply those lessons will make all the difference moving into the next couple of years.

With that said, we have a terrific spring issue featuring some great stories and op-editorials. Trade show season is rapidly approaching so we’ve put together a quick list of some of the top events going on through 2022 into the 2023 season.

National Pool Opening Day was April 10th and was the day which marks the official kick-off the ‘22 swim season. May is also National Water Safety Month, if you’re an industry professional and are looking to make a difference, we provide some great resources on how you can get involved. For those who are passionate about drowning prevention, the PHTA has some awesome tips to help you start your own grassroots water safety campaign.

Spring is a time to celebrate a new season. In keeping with the theme of new, in this issue, we’re highlighting some of the industry’s elite as well as some up-and-comers who might not be on your radar yet but probably should be. We hope you enjoy this spring issue of Pool Magazine and have a fantastic summer.

Joe Trusty - EDITOR

Founder, CEO & Editor: Joe Trusty

Contributing Editor: Marcus Packer

In-House Photographer: Jimi Smith

President, Associate-Editor: Marianne Trusty

Contributing Editor: Alise Everton

Art Director: Tabitha Sorenson

Director of Marketing/Sales: Carol Gigliotti

Production Editor: Sarah Wambua

Op-Editorialists: Brent Pearson Talking Pools Podcast Lauren Broom Jane Powell

Cover Photo Credits: Jimi Smith Photography

Made Possible By: Basecrete Technologies, Viking Capital, Hayward Industries, Inc., Hide Skimmer Covers, Lyon Financial, Ledge Lounger, Pool Pump Cover, Rock Solid Tile, Art & Mosaics, Aquastar Pool Products, CamerEye, Pool & Hot Tub Alliance, GENESIS®, Bathing Brands, Swimply, LunaSafe POOL MAGAZINE - PO BOX 278 - Pilot Hill, CA 95664 www.poolmagazine.com | info@poolmagazine.com POOL MAGAZINE - VOL 2, ISSUE 2

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Table of

CONTENTS 06

POOL DESIGN TRENDS KELLY O’LEARY

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U.S. CITIES WITH THE MOST SWIMMING POOLS

We discuss the changing pool design trends with pool builder Kelly O’Leary.

We take a look at the 30 cities with the largest percentage of residential pools.

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DESIGNING OPTICAL ILLUSIONS

FINANCING A POOL & OTHER IMPROVEMENTS

Mosaicist - Ray Corral creates artistic optical illusions in the swimming pool.

When a homeowner applies for financing, things can get awkward for the builder.

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THE POOL DESIGNER’S DESIGNER RANDY ANGELL

INVESTING IN A LUXURY POOL

Randy Angell continues setting the bar for modern pool and landscape design.

Jason Brownlee & Chad Christenson discuss how investing in a pool can pay off.

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NATIONAL WATER SAFETY MONTH

ONE ROCKIN’ POOL PROJECT

May is National Water Safety Month.

We take a look at how it got started.

Jason Evans goes one-on-one with us to talk about the Hard Rock Seminole pool.

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ENHANCE YOUR POOLSIDE EXPERIENCE

Sound and video help bring the comfort of the indoors to your outdoor living area.

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RISING STARS IN SAN ANTONIO, TX

New pool builders in the San Antonio market making a name for themselves.

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THE RIGHT TIME TO OPEN A POOL

Lots of conflicting viewpoints, but when is the best time to open a swimming pool?

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LESS IS MORE WITH POOLRX

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SAUNAS INCREASING IN POPULARITY

Saunas are quickly becoming a top outdoor living amenity in the backyard.

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RECESSION PROOF YOUR POOL BUSINESS

Lauren Broom discusses the ‘Less is More Approach’ of pool care using PoolRx.

Ways you can better prepare your company to survive during a recession.

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POOL TRADE SHOWS & INDUSTRY EVENTS

GETTING THE POOL DECK READY

A list of upcoming pool industry trade shows and events to attend thru ‘22-’23

Did your pool deck survive another rough year? Ways to prepare for a new season.

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HOT TUBS REMAIN IN HIGH DEMAND

Consumer demand for hot tubs has skyrocketed over the last two years.

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INFLATION MAY AFFECT INDUSTRY GROWTH

Inflation and a looming recession may affect growth this year in the industry.

POOL PRICES ARE GOING UP THIS YEAR

Pool prices continue to climb for consumers well into a post-covid market.

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Photos: Jimi Smith Photography

Pool Design Trends

KELLY O’LEARY

BY JOE TRUSTY PHOTOS: Jimi Smith Photography

Custom luxury pool builder, Kelly O’Leary designs pools in one of the largest markets in America. We discussed how pool design trends are changing in Houston, TX.

A

s we move well into the 2020’s era of outdoor living design, customers value a more modern design aesthetic in the backyard. Pool design trends are changing rapidly. Homeowners put a premium on a well-designed and contemporary outdoor living area. Moreover, they’re looking for ways to be able to utilize the backyard as a multi-purpose space for entertaining.

To speak more on the subject of what today’s homeowners want, we reached out to up-andcoming custom pool builder Kelly O’Leary of OLeary Pools & Design in Houston, TX.

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In a very traditional market known for freeform lagoon-style pools, O’Leary says that today’s homeowners in Houston are looking for something else. Consequently, he’s noticed a trend emerging as a growing number of homeowners have begun looking for designs that complement the aesthetic of their modern home.

“We’re shifting away from those traditional kidney bean-shaped pools with rock grotto waterfalls that have been more predominant in this area.

Those are just done over and over again,” said O’Leary, who is working with clients willing to push the envelope.

“We started to really get clients that were more accepting of contemporary designs and things they haven’t seen before and it began to evolve,” said O’Leary, “you’ve seen it in a lot of the industry. Social media is helping propel that. We see things now at the speed of light. The design changes and trends shift really quick.”

Some of the more modern and contemporary pool designs featuring infinity edges with weir walls simply aren’t found very often in Houston.

The topography of the city itself is very flat so builders look for other creative ways to incorporate sophisticated elements into their designs.

Many of the contemporary design aesthetics featuring modern shaped geometry can already be found throughout California and Florida. That these pool design trends have been slow to catch on in places like Houston is something that has begun to change says O’Leary.

“It’s been a learning curve to be able to push new things. Over the past few years, we still have clients that say ‘we love that but not for this market’ or ‘that’s beautiful but may not be right for Houston’”, explained O’Leary.

Clients are drawing their inspiration from Instagram & Pinterest

“Introducing that to this market is a doubleedged sword though,” said O’Leary. Much of the architecture in Houston leans toward more traditional Farmhouse, Ranch, Tudor, and Craftsman-style homes. Consequently, finding modern design trends that best suit those style homes and backyards can present a challenge.

This is particularly true with homeowners looking to incorporate elements that don’t necessarily suit their outdoor living environment.

Introducing modern and contemporary themes seems a question of striking the right balance.

Still, O’Leary has become adept at designing backyards that are bringing in contemporary elements that still find a congruent harmony in Houston’s more traditional-style homes.

Read the entire article...

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One of the great things we love about Mosaic tile in luxury swimming pools is the artistic versatility of the material. It’s a notoriously difficult medium to work with, but artisans are able to design incredibly sophisticated optical illusions in the pool with tile mosaics.

Designing Optical Illusions

RAY CORRAL

BY JOE TRUSTY PHOTOS: Mosacist, Inc.

D

esigning an artistic mosaic that utilizes the entire canvas of the swimming pool takes real skill. The elites of the industry are adept at using tile as their preferred medium to paint a portrait that tells a story. One industry-recognized tile artisan who has mastered the ability to do just that is Ray Corral of Mosaicist, Inc. The Miami-based firm has built a reputation for designing stunning mosaic tile pool interiors.

Collaborating with high-end builders and designers like Brian Van Bower and Ryan Hughes, Corral is used to working on luxury custom pools that require his particular skillset. His ability to create transcendent designs that draw you into the pool interior is undeniable.

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While most of the mosaic tile interiors Corral designs these days are for modern geometricshaped pools, he still does a fair amount of freeform pool interiors. In South Florida, mosaic seascapes are popular and Corral caters to that clientele looking to turn their pool interior into a tropical lagoon.

This particular project showcases Corral’s abilities at creating optical illusions with mosaic tile. From the intricate waves in the sand to the ocean scene inside the pool, creating those types of visual effects is definitely something that not every tile firm can easily master.

“If you look at the sand it looks real,” said Corral, “These clients wanted a realistic environment. They have tropical landscaping, bridges, landscaping inside the pool that just creates this type of oasis. They want to look outside their window and see coral reefs, fish, and aquatic animals,” he explained.

“Many times homeowners are looking through our Instagram or our website or the books we have in our office to help them pick out elements to add to their swimming pool,” said Corral.

“When we put a design together we take into account that the reality of that fact is that most of the time the homeowner will be looking at the pool and not necessarily swimming in it.

We take into consideration how the design looks from the second floor, first floor, and when you enter the pool,” Corral explained.

Corral designs optical illusions which feature rippling sand effects and beautiful aquatic animals.

“We also take into account the depth of the pool and the transition from the shallow end to the deep end,” said Corral. It’s in the planning and design of the elements that will comprise the entire scene, that he spends an inordinate amount of time going over with customers who want a pool interior of this nature.

Read the entire article...

POOL MAGAZINE - VOL 2, ISSUE 2

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The Pool Designer’s Designer

RANDY ANGELL

A man at the top of his game, Randy Angell is widely considered by many experts to be one of the best pool and landscape architects in the nation.

BY JOE TRUSTY PHOTOS: Jimi Smith Photography

I

f you ask the top pool designers in the industry, many will tell you that Randy Angell is an innovator who continues to push the envelope and redefines the boundaries of luxury pool design with each and every project. Widely respected and in constant high demand, his work takes him from coast to coast, working on some of the most high end outdoor living projects in the country.

Angell’s long tenure in the pool industry first started roughly 35 years ago. Considered by many in the industry to be one of the crème de la crème when it comes to outdoor living design, his style has transitioned over the years. As homeowners tastes began shifting towards a more contemporary look, Angell adapted this new form as his maintstay. The modern style is one that has propelled his career in an unimagined trajectory.

“I’ve always been drawn to a modern aesthetic personally. The Frank Lloyd Wright influence has been there my entire life,” said Angell.

Angell has since become one of the most acclaimed designers of modern & contemporary outdoor living designs. Frank Lloyd Wright’s influence can be clearly seen in Randy Angell’s award winning projects.

“I’ve always been surrounded by his designs

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and his work. I was always drawn to a plain modern aesthetic.” said Angell. “As I began to see his designs around the world, whether it was a resort, or a hotel or a residence, I really started honing in on those clean modern examples.”

In previous conversations with the industry elite, folks like Shane Le Blanc and Dave Penton often refer to Randy Angell as one of their favorite designers. His body of work in the field of landscape and luxury pools continues to inspire the most critcally discerning professionals working in the industry today.

Known as a Pool Designers Designer, Angell has had a stellar career the past three and a half decades.

Angell said that it’s seems almost symbiotic that often the designers that he inspires, he feels a great admiration for.

“Shane has some incredible designs and details and that’s one of the things that I tend to focus on. As far as things that inspire me – companies like Design Ecology. Just seeing some of the detail work that they do, the overall aesthetic that they’re bringing into play with the modern architecture down in Austin,” said Angell.

Photos: Jimi Smith Photography

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Designer: Randy Angell Designs

With a renewed focus on swimming pools, more homeowners than ever want a completely custom, high end backyard. In discussing the recent surge in demand, Angell remarked how last two years have been the busiest in his 35 years in the industry.

“It certainly seemed to recalibrate people to where there’s a new emphasis being placed on the importance of family time and relaxing at home. ” said Angell, “It’s about enjoying your full property, as opposed to just getting home from work at night and shutting down when you get there.” he continued.

Angell’s most recent projects see him doing a lot of work with Aqua Terra Outdoors and Elite Outdoor Living in Texas. He is particularly excited about one of his recently completed projects that he considers to be one of his own personal best.

Angell said that the technology and materials finally became cost feasible to do the incredibly

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intricate detailed tile and coping work he’s always envisioned. One thing that has differentiated Angell from many other designers throughout the years, has been his focus on the complete backyard and not just the swimming pool.

“What really helped set me apart,” said Angell “Is that even though technically I was a pool designer, I approached things more from the perspective of a landscape architect or a home architect. I was taking into account the entire space.”

“I can’t see doing it any other way at this point.” said Angell “The way my brain works I see the entirety of the property. My background in residential architecture plays into it.” Angell’s ability to see how all the subtle nuances of the design comprise the property as a whole, is a differentiator that continues to put him in the upper echelon of designers.

Read the entire article...

National Water Safety Month

THE MONTH OF MAY The entire pool industry unites during the month of

BY ALISE EVERTON PHOTO: PHTA

T

May to celebrate and promote water safety. Find out how National Water Safety Month first got it’s start.

he month of May is a time to celebrate National Water Safety Month. The entire month has been officially dedicated as a time to bring awareness and education about water safety to the general community.

The initiative is coordinated by the Pool & Hot Tub Alliance in support with the American Red Cross, National Recreation and Park Association, and the World Waterpark Association.

May is the perfect time to observe safer water practices. When school is out for the summer and the weather heats up across the country, poolside recreation is in. This summer, pools, hot tubs, and spas will have a tremendously positive impact on all of our lives.

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There are 10.4 million residential and 309,000 public swimming pools, and an additional 7.3 million hot tubs operating in the U.S. Over the summer 8 out of 10 Americans are planning to swim in a pool.

Still, the Red Cross says more than 50% of Americans don’t know how to swim. This is where the disconnect lies and why this initiative is so important.

National Water Safety Month is helping by promoting better water safety practices as well as increasing water competency including what to do in an emergency. Drowning prevention lies at the core of the initiative.

Some of the core principles are to educate the public about the importance of supervising children in or near water, fencing pools and spas with adequate barriers, learning water safety survival skills, using approved life jackets while boating, and swimming in a lifeguarded area.

The National Recreation & Park Association is a nonprofit dedicated to building stronger communities through the power of parks and recreation. Today, the NRPA’s 60,000 members propel this objective by investing in and championing the work of park and recreation professionals and advocates.

National Water Safety Month’s history of highlighting water awareness and swim safety started in June 2003, when the World Waterpark Association launched its National Water Safety Week. People celebrated this water awareness week for four years.

The American Red Cross shelters, feeds, and provides emotional support to victims of disasters; supplies about 40 percent of the nation’s blood; teaches skills that save lives; provides international humanitarian aid; and supports military members and their families.

The origins of National Water Safety Month began in May 2007. The National Recreation and Park Association in coordination with the World Waterpark Association decided that a month-long water safety initiative in May would better serve the community. May is the month when swim activity begins to increase across the nation. It was at this point that National Aquatics Week evolved into National Water Safety Month.

The initiative is sponsored by Pentair. “Pentair is honored to continue to support National Water Safety Month again this year,” says De’Mon Wiggins, President – Pool Business Unit at Pentair.

Those interested in getting involved have lots of options.

Some advocates are planning a media event while others are doing a virtual event online. There are even those who are organizing a water safety fair to help get the word out.

The APSP (now the Pool & Hot Tub Alliance) joined the initiative in May 2009. Their involvement would add public pools, residential pools, and waterparks as part of the month long water safety campaign.

The American Red Cross would join the National Water Safety Month coalition as a key partner the following year in May 2010.

The water safety initiative reaches the community at large through a series of educational programs and public service announcements. In addition, there is involvement at the government level, as well as with dealers and businesses across the nation to provide access to a wide variety of swim safety materials.

The Pool & Hot Tub Alliance advances the expansion of water safety initiatives through research and outreach-related activities aimed at introducing more people to swimming. The PHTA’s 3,600 members are helping advance this initiative by making swimming environments safer and keeping pools open to serve communities.

The World Waterpark Association is the world’s premier water-leisure trade association. The WWA serves over 1,000 members in 50 different countries around the globe.

Read the entire article...

POOL MAGAZINE - VOL 2, ISSUE 2

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Enhancing Your Poolside

EXPERIENCE

BY MARCUS PACKER Photos: Peridon Entertainment

Americans spend 87% of their time indoors and want a premium entertainment experience in their backyards.

W

hen looking at the most elegantly appointed backyards, sound and video definitely create a premium poolside experience

Given how much time we spend inside our homes, it makes sense that in order to feel a certain level of comfort we want to bring elements from inside the home into our outdoor living space.

Sound and video play a huge role in the outdoor living environment. It certainly explains why digital home entertainment industry represents a $30 billion dollar industry in the U.S. alone. That’s roughly 12 times what we spent only a decade ago.

Consequently, two things are for certain; for one the market for home audio & video has grown. Secondly, a good portion of that growth has been seen coming

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directly from the outdoor living sector.

As we have grown our appetite for all things digital, our capacity for being without certain creature comforts has diminished over the last decade.

In our parent’s era, we were content with bringing a transistor radio into the backyard to catch the ballgame poolside. These days, you’re likely to find a fully equipped outdoor pavilion with a complete entertainment area in high-end custom backyards.

To get a better understanding of what a vital role entertainment plays in the backyard, we spoke with Keith Perry, a leading installer of outdoor audio & video. His firm, Peridon Entertainment, is one of the leading AV consultants in Houston as well as frequent collaborators with pool builders throughout the entire state of Texas.

“When pool builders and contractors have a plan in mind for how they want to incorporate A/V into the pool and patio area,” said Perry, “in those cases, we are happy to provide them with an entire design schematic. We can even make a CAD plan for audio and video systems with a flowchart showing integration with other systems.”

Photos: Peridon Entertainment

Adding premium sound around the pool & patio area creates an immersive entertainment experience.

“We also collaborate with those without a clear vision on how A/V will best be utilized,” said Perry. “If the builder or designer really is leaning on us for a plan that truly incorporates entertainment zones in the backyard that’s where we deliver the most value,” said Perry, “it’s why I get such fulfillment out of what we do. We come in the backyard and quite often there is zero entertainment planned. It’s like seeing a movie before it’s scored without the soundtrack. There’s a disconnect without those elements there.

Adding an entertainment center gives the outdoor living environment an entirely new dimension that makes it feel complete.”

We asked about some of the high-end components homeowners are looking to install in the backyard in terms of adding a full-on entertainment center. Ultimately, we wanted to know what’s hot and trending right now for A/V in outdoor living.

“One of the biggest requests we get is for the complete buildout of entertainment pavilions,” said Perry. “Folks really find great value when they’re able to enjoy those same indoor amenities outdoors.”

“In years past, it’s been all about increasing the quality of components to really create an immersive outdoor entertainment experience and the industry has come a long way” explained Perry, “Many of the major drawbacks that came with building sophisticated audio and video systems for outdoor applications are a thing of the past. The technology just gets better and better with each passing year.”

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“There are certain brands that perform better poolside than others. Manufacturers like Bose, Klipsch, MartinLogan, and Sonance have also really upped their game in terms of providing a wide spectrum of high-quality systems and controllers that work perfectly in the backyard,” said Perry.

“Sonance is a favorite with homeowners and manufactures a line of speakers specifically designed for outdoor settings. More to the point, they make great products for outdoor audio.” said Perry. “We’re talking about a versatile speaker system designed to deliver high range performance. From background listening levels to party levels. Homeowners enjoy the ability to easily adjust their sound system. It’s nice to be able to provide background music or be the entire focus of the party.”

As far as adding video components to the backyard, consumers, these days have their choice of high-end products. However, when it comes to watching TV poolside, Perry says that there are TVs better suited for the outdoors.

“Honestly, when it comes to which TV to put in your backyard, what consumers really need to be looking at is weatherized TVs that can withstand being outdoors indefinitely,” said Perry, “Anything that’s going to be in the pool area, you’re talking about water-resistant TVs that can handle getting wet. Most in that category will be fine with some heavy rain, but submerging them will cause irreparable damage.”

Homeowners are looking to create a complete outdoor entertainment area for guests.

“Lighting is another big issue that comes up with watching TVs poolside. Direct sunlight can be hard on TV screens and a bright sunny day can make it almost impossible to see anything,” said Perry. “Full sun, full shade and partial-shade TVs are all made to the ideal environment specified, but there is one constant and that is hanging a TV in direct sun will result in difficult viewing.”

Read the entire article...

POOL MAGAZINE - VOL 2, ISSUE 2

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30 Cities With The Most

RESIDENTIAL POOLS

BY MARCUS PACKER Data Visualization: Fixr.com

W

ondering which cities in the United States have the most swimming pools? Fixr recently published a data visualization based on a survey conducted by Lending Tree that provides a breakdown of the highest concentration of residential swimming pools by city per capita. The data shown above is from a poll conducted last year in July 2021.

The majority of residential swimming pools in the United States are located mostly in the south and western regions of the United States. Surprisingly, Phoenix, which has a smaller population than that of Los Angeles, actually tops the list. According to the report, 32.7% of all homes in Phoenix, AZ have a swimming pool in the backyard. One of the reasons for this has to do with Arizona being one of the hottest – landlocked states in America. A mean household income of $80,779 and lower than average construction costs, mean most households can afford to build a pool.

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Swimming pools continue to remain a high-priority investment for homeowners in the Sunshine State of Florida. Coming in at the 2nd, 3rd, and 4th spots on the list are Miami at 30.6%, Tampa at 27.7% and Orlando at 25.9%. These figures have remained pretty consistent over the last 5 years.

Growth in residential pools continues to remain solid in traditional markets throughout the U.S. Las Vegas comes in 4th place with 23.8 %, followed by a variety of California cities: Los Angeles (19%), Riverside (18.3%), San Diego (17%) and Sacramento (14%). Texas also has representation in the top 10 with Dallas, TX taking the number 10 spot with 13.8% of homes having a pool.

The poll also took a look at some of the areas of the country with the lowest concentration of swimming pools. According to the same survey conducted by Lending Tree, large cities with the least amount of pools per capita are: Portland (1%), Kansas City, MO (1.2%), and Seattle (1.3%).

Top 30 U.S. Cities With Highest Percentage of Residential Pool Ownership City 1.

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30.

% of Homes With Swimming Pools

Phoenix, AZ Miami, FL Tampa, FL Orlando, FL Las Vegas, NV Los Angeles, CA Riverside, CA San Diego, CA Sacramento, CA Dallas, TX San Jose, CA Jacksonville, FL Houston, TX San Francisco, CA Buffalo, NY Austin, TX San Antonio, TX Memphis, TN Oklahoma City, OK Indianapolis, IN Virginia Beach, VA Providence, RI Hartford, CT New Orleans Washington, D.C. Baltimore, MD Atlanta, GA Cincinnati, OH Boston, MA New York, NY

32.7% 30.6% 27.7% 25.9% 23.8% 19.0% 18.3% 17.0% 14.0% 13.8% 12.6% 12.3% 9.1% 9.0% 8.3% 7.7% 7.2% 7.1% 6.9% 6.9% 6.6% 5.9% 5.8% 5.4% 5.4% 5.3% 4.8% 4.7% 4.6% 4.5%

According to P.K. Data research, over 40% of inground swimming pools are located in two states, California and Florida. Other areas of the country with a high concentration of inground swimming pool ownership include the states of Arizona, Nevada, and Texas.

Read the entire article...

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Financing a Pool & Other

HOME IMPROVEMENTS OP-EDITORIAL

BY JANE POWELL VIKING CAPITAL

P

Questions about how to finance a swimming pool and other backyard improvements don’t have to be an awkward experience when you know how credit scores & FICO scores work.

ool builders often wonder what the best way to originate and answer questions when a buyer is interested in financing their swimming pool and other outdoor home improvement projects. The answer to this question is always a little more complicated than it seems.

On one hand, you as the builder want to be as knowledgeable and helpful as possible. Also, it can be advantageous to quote a low monthly payment rather than a high project cost.

On the other hand, you don’t want to give out incorrect information or be perceived as giving a “bait and switch” offer. It’s a very similar situation

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to what companies who offer swimming pool financing deal with daily from borrowers with questions about pools.

It’s common for people seeking financing to ask about average prices or whether the project seems too expensive, etc. Greg Powell, President of Viking Capital, has worked with pool builders for over 25 years and explained why the only answer to questions along that line is “you should discuss that with your builder”.

“The reason we take this position is to make sure we don’t muddy the waters or give out incorrect information that makes the builder’s job selling the project more difficult. The same applies on the

builder’s end when buyers want to know rates, terms, and payments. These questions are truly impossible to answer correctly without having their credit report in your hands and full knowledge of underwriting,” said Powell.

We live in a world today where everyone believes that they know “my credit score”. They see it on apps, on credit card statements and more. The problem is, that individuals have A LOT of credit scores. There are three major reports, but each has several versions. The scores can vary by 100 points or more depending on which report the lender is using. Also, some loan programs allow for co-borrowers and co-signers which may enable borrowers to have more and better loan options.

This conversation about financing can be very awkward for a builder and it could make matters worse. The worst thing is to assume their score is what they say, guess at a rate and term, and take a stab at a payment.

When that borrower then applies for financing, they have a pre-set idea of what rate and payment they are looking at. When credit comes back and it’s not a 780, but rather a 724, that borrower is in for a shock. It would be just like us telling borrowers that an average pool is 50-75k.

It’s such a wild guess that it’s better not being mentioned. Viking Capital offers builders a quick and reliable alternative to offer their customers. When customers apply with us they are contacted by a loan consultant within a few hours for a free loan consultation. It won’t hurt their credit and there is no obligation to move forward.

During this consultation, they are given pool loan options specific to their needs and qualifications. Yes, they’ve waited a day or so, but the loan options they got are accurate and exact. The guesswork has been removed from the equation and the customer will be ready to meet with their builder with a confirmed budget.

Different lenders use different score models for lending decisions.

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Investing in a Luxury Pool

JASON BROWNLEE & CHAD CHRISTENSON Building a luxury swimming pool and a completely custom backyard can sometimes pay enormous dividends when it comes time to sell a home.

BY JOE TRUSTY PHOTOS: Jimi Smith Photography

T

o get a better sense of the investment homeowners are willing to make we reached out to two industry professionals that are at the very top of their games, Jason Brownlee and Chad Christenson.

The landscape architect and pool builder work hand in hand collaborating on high-end sophisticated custom swimming pools and outdoor living projects.

For all the high-end homes in Nashville, it’s not a market traditionally known for investing in pools and spas. The two are working to change that and the perception of what building a luxury backyard should be.

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How much value can a custom pool & backyard add to a home? In one case... millions of dollars.

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Although considered by many to be one of the top landscape architect firms today; Brownlee’s path started out like many in the industry, working for someone else. After receiving his degree in 1998, Brownlee immediately went to work for an architectural drafting firm.

“I was doing urban renewal and sustainable design,” said Brownlee, “It was interesting work, but I personally hated every minute of it.”

“I was stuck in a back room and being told what to do and couldn’t really be creative. I started doing some residential work on the side and found a passion for that quickly,” Brownlee explained.

Being a high-end design consultant isn’t a typical role for someone of Brownlee’s background. Architectural drafting is very cerebral work in comparison to being a design consultant, which does require an outgoing, extrovertive, and energetic personality.

While the design aspect came intuitively enough, Brownlee admits that coming out of his shell enough to be able to converse with clients was definitely a learning process for him.

“To be able to read people, discover what makes them tick, what they want and why; that all helps me in determining what kind of space I’m going to create. It’s been a long process in learning how to get that out of my clients,” explained Brownlee.

Chad Christenson on the other hand came from a background in construction. Getting his first experience while working for his uncle who was a home builder in Texas, he developed a passion for construction at a young age.

After receiving a degree in Construction Science, Christenson began working for Turner Construction out of Atlanta, GA. A similar story to Brownlee, Christenson quickly decided that working for a larger firm wasn’t the ideal career path for him.

Deciding to obtain his General Contractor’s license, he returned to building homes with his uncle, this time in Destin, FL.

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“Shortly, we realized that every single house we built had a pool and every single pool contractor we hired was a disaster,” said Christenson.

That was an aha moment for him. “Eventually, I went out on my own and started a construction firm and a pool company. I knew that if I could make the process better, even more folks would want a pool in their backyard,” said Christenson.

Relocating to Nashville, Christenson purchased a small pool company and has grown his business substantially over the years. Today, his firm Watermark Pool & Spa has built a reputation as one of the top luxury pool builders in Tennessee.

The collaborative energy between Brownlee and Christenson is undeniable. “As a designer, working with someone as competent as Chad is at construction is great because it frees me up to just be creative,” said Brownlee, “I don’t have to hold back something that I think is cool because of doubts about whether or not we can pull it off from the construction side.”

The trouble that many high-end homeowners run into have more to do with conceptualizing what to do with the blank canvas that is their backyard. A fact that both Christenson and Brownlee both acknowledged.

Consequently, it’s a topic that Brownlee spends time explaining to his clients when designing a custom outdoor living environment.

For those considering investing in a luxury pool, Brownlee poses a simple question.”If you are investing 5 to 10 million dollars on a home, and the intricacies from the interior to the cabinetry to the flooring - everything is top-notch; why stop when it comes to the pool? You didn’t go to Walmart for your cabinets so why spend the bare minimum when it comes to the backyard?” said Brownlee.

“The three things that I always look at are the house, the site, and the client,” said Brownlee. “I’m evaluating things like the architectural style and character of the home, sightlines, and other factors.”

“When evaluating the site, I’m looking at the good, the bad, and the ugly. I’m looking at what the asset limitations are and what makes the site special.

There may be things we wanted to screen or disappear altogether.

Where that connects with the house is important,” explained Brownlee.

“I want to meet with clients at their home and immerse myself in their world to get a feel for who they are,” said Brownlee.

“It’s important to learn about their family, tastes, lifestyle, pets, everything. I want to find out what makes them tick,” he explained.

Some of the pools and outdoor living areas that Brownlee and Christenson collaborate on together are nothing short of breathtaking.

It’s the wow factor of their projects which justifies their ability to charge top dollar for their services. Quite frequently, it’s a gamble that pays off very well for homeowners as well.

“Everyone from California seems to be moving to Tennessee,” said Brownlee, “this client was a $2.1 million spec home outside of Nashville in Franklin.

Nice but spec - the same builder had 3 identical homes in the same subdivision.”

“We added maybe $1.2 million to the backyard to do the pool, landscape, and hardscape. He’s sitting at about $3.5 million all-in on his investment property,” said Brownlee.

Photos: Jimi Smith Photography

“As Chad is getting ready to put the final touches on it, there’s a knock at the door with an offer of $7.5 million cash and the client literally doubled his entire investment based on what we did in the backyard,” said Brownlee.

Brownlee’s story certainly is a great case-study on how investing in a luxury pool and improving the outdoor living space adds comfort and value to a home. It’s also a good barometer of how outdoor living amenities can move the needle on a high-value property.

Read the entire article...

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One Rockin’ Pool Project JASON EVANS & JEFF BROWN We go behind the scenes to talk shop with Pool Boy

BY JOE TRUSTY PHOTOS: Jimi Smith Photography

J

Plastering about the Hard Rock Seminole project in Hollywood, FL.

ason Evans and Jeff Brown know a thing or two about taking on large pool projects. Industry veteran Evans has been indoctrinating his stepson Brown to the business over the past decade. Working side by side with his stepfather, the two have tackled their fair share of challenging jobs. For the south Florida firm renovating pools is a family affair.

Their company, Pool Boy Plastering, has made a reputation for taking on some very visible and high-profile custom pool projects.

One job that caught our eye recently on social media was the Hard Rock Seminole pool they worked on in Hollywood, FL. The incredibly iconic guitar-shaped resort features a lush “Bora

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Bora” lagoon style swimming pool which is just as stunning. A beach entry resort-style pool with actual sand, as well as a huge 4.5 acre lagoon for hotel guests that allows for paddleboarding, kayaking, and pedal boating, are just some of the amenities you’ll find.

The high-volume firm has taken on large jobs, having completed over 12,000 projects during its tenure in the business. Catering to pool builders and architects, Pool Boy Plastering performs over 600 pool plastering jobs a year.

It’s safe to say that Evans and Brown collectively plastered roughly 7.2 million square feet or 110 football fields worth of pools. That’s a lot of plaster

and a ton of experience in the field. It’s no wonder they were awarded the bid to do the interior of the Hard Rock swimming pool. Still, the two weren’t shy about confessing that this was the largest project they’d ever undertaken.

In discussing what working on this pool was like, Evans was straight to the point. “It was a doozy, there were some really rough work conditions and it was probably one of the toughest jobs we’ve ever had to do,” he said.

“Not only did we have time constraints but it was during a really rainy season. Because it’s a Seminole reservation, OSHA is not allowed on the property, but they had their own safety team that was stricter than what a typical OSHA job site would be,” explained Evans, describing the working conditions.

“They would have lightning monitors, alarms would go off and we’d be suddenly forced to shut everything down and shelter. That’s tough, we’re out there mixing cement, pumping the Pebbletec.

It was tough to just turn off the machine when it was full of cement and go hang out for an hour or two until we’re allowed to get back to work,” said Brown.

“Having to run a slick line to shoot 800 square feet through other workers was definitely a challenge. We worked well on top of other contractors until it came time to use chemicals and then we’d have to cordon off certain areas of the job site. That made us popular,” said Brown, “they weren’t too happy to have to clear out when we had to do an acid wash.”

When asked if they’d take on this job again, the pair chuckled and said that is one they’d have to seriously consider. Despite the difficulties working on this project, the Pebbletec interior in this swimming pool came out gorgeous. A tremendous undertaking, this project is a testament to their abilities and was obviously a true labor of love.

Certainly not the only high-profile resort pool Evans and Brown have worked on, the two have traveled as far as Dubai to work on the Atlantis Resort pool. They’re also probably one of the only pool plasterers that can count Sylvester Stallone as one of their clients. With that said, this rockin’ pool still remains one for the highlight reel.

“We’d have almost daily meetings with the contractors, Brightview Developers did the entire outside of the hotel and were the ones we were collaborating with. The construction was 24/7 but our crew only worked during the day. In a fastpaced production schedule, it was a tough job site to work on. One day there would be parking, the next day there would be sidewalks where there were none yesterday,” said Evans.

A project of this scale with a moving target and constantly shifting priorities was definitely a new experience for the firm.

“It was always throwing us a loop. We’d be there doing a section thinking we’d be able to finish it and the concrete foreman would come over and he’d inform us that the next day we’d have to break everything down and move out of the way and set up on the other side of the hotel to work.

This was a rush build with overlapping deadlines. I must say though for a job of this scale it went fairly smoothly,” stated Evans.

Read the entire article...

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Rising Stars in San Antonio

ELEMENT POOL COMPANY

BY JOE TRUSTY

T

here are a few rising stars in the pool industry that are definitely setting a name for themselves. One powerhouse couple that stands out and is establishing themselves as the next generation of elite pool builders in San Antonio, is JC and Daniella Rodriguez.

The couple recently appeared together in Pool Pro Magazine’s 30 Under Forty issue with JC Rodriguez being featured on the cover. Their new pool

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construction firm Element Pool Company has been creating a reputation in their local market for designing beautiful outdoor living environments and exquisitely crafted inground swimming pools. ”It was a surprise to be chosen for the 30 Under Forty, we both made it and in fact, Dani was recognized as ‘Rookie of the Year’,” said JC Rodriguez. “I laughed out loud when I heard I won and said ‘no way you’re kidding me’,” said Daniella Rodriguez.

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This type of acclaim is helping establish a footprint for the new firm in a crowded market inundated with pool construction companies. The recognition that Daniella Rodriguez received is an equally encouraging sign that signifies women have begun to claim their rightful place in a largely predominantly male industry. Alluding to this, she agreed, “We have to make elbow room in the industry in order to make a name for ourselves, so I was really happy to step up to the plate for all of us,” said Rodriguez.

It’s exceptionally rare to find a couple working together in the field of pool construction. In this regard, Element Pool Company is something of a rarity. The pairing of their skillsets appears to provide a wellnuanced balance that customers in their market seem to greatly appreciate.

At the first point of contact, Daniella often leads off the conversation with customers.

“Dani navigates them and helps provide some of the introductory information.

We let them know that we’re a little more custom than your drop-in fiberglass pools or cookie cutter concrete swimming pools,” said JC Rodriguez.

“It’s such a large market in San Antonio and there is so much competition,” said Rodriguez. “A lot of the top builders in the United States are in this area. Huge companies that build hundreds of pools a year. We wanted to make a name for ourselves and realized that a lot of that came from the relationships we’re building with the customer. We saw that we could distinguish ourselves in this regard versus making it a one-off project. Establishing that long-term relationship with the client is what our company is based on.”

For many consumers, a swimming pool may be the single most expensive thing they purchase for their home. For some, it’s the culmination of a dream they may have had for decades. Pool ownership is the realization of a goal for many and a life-affirming purchase. This is why the experience holds as much importance as the end result itself, in terms of converting customers into brand ambassadors.

“We’re definitely cognizant of the fact that this is a major purchase for homeowners,” said JC Rodriguez, “one of the things I tell our customers is that we’re not going to do just one design and say ‘hey that’s the pool we want to build you, take it or leave it.’”

In this high-volume environment, many pool companies have resorted to an ‘order taking’ mentality as they try to keep up with demand. This is a practice that Rodriguez says he is desperately trying not to adopt. “During the height of the pandemic there were a lot of companies out here that were just giving over the phone quotes and virtual estimates.

To us it never made sense because you don’t understand the necessities of that backyard,” explained Rodriguez.

Photos: Element Pool Company

As the prices for swimming pools continue to rise, one of the biggest challenges Rodriguez says he faces is educating consumers on what swimming pools really cost these days. “I wish we could still build pools for the same price we were building them a few years ago. These days, for a basic swimming pool without any extra bells or whistles, you’re going to be starting at around the $60,000 range and going up from there,” said Rodriguez.

The pool featured here showcases an expansive travertine deck, a spa, premium pebble tec interior, ledge loungers (Signature Collection), and exciting fire bowls with sheer descents by USA Fire Bowls.

When discussing some of the higher echelon features that homeowners are looking for, “homeowners can easily price themselves into the $400,000 range and up”, said Rodriguez.

Quality pool builders can definitely justify the asking price. During the pandemic, homeowners made it clear they were willing to pay topdollar for a backyard that truly delivers. Providing a premium product combined with a great customer experience is what consumers want. With projects like this one, Element Pool Company appears to be delivering just that and are definitely a young firm to watch in the coming years.

Read the entire article...

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The Right Time To

OPEN YOUR POOL

A

BY MARCUS PACKER

s we shrug the last of winter off our shoulders, with the warm weather comes the lingering question, when is the perfect time for opening your swimming pool for the summer?

pool is in the spring, either in March or April, depending on where you live.

Odds are that if you own a swimming pool, this is a question you may have asked yourself.

Opening your pool in May or June when the weather is warmer allows algae and other organics to begin proliferating once temperatures climb to comfortable levels.

Statistically, the best time of year to open your swimming

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Experts say that by waiting until temperatures start to climb above 65 degrees, you run the risk of waiting too long.

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When are most pool owners opening their swimming pool?

• • • •

March – 12.5% April – 20.2% May – 34.7% June – 32.6%

While the month of April remains the most opportune time to open a swimming pool; according to a recent poll conducted by Home Advisor, most swimming pool owners actually open their pool in May or June.

Regionality and geography play a factor in when people choose to open their pool.

Those who live in warmer climates tend to open their swimming pool earlier. For example in Atlanta, homeowners tend to open their pool much earlier than in say Boston where the majority won’t open their swimming pool til mid-summer.

During spring, pollen can cause problems in any body of water that isn’t properly circulated.

Opening your swimming pool earlier in the spring provides a distinct advantage here. Allowing the equipment to operate means all of that pollen will simply be swept into the skimmer and captured by the filter instead of turning a pool into a big yellow eyesore.

Many homeowners opt to open their swimming pool up themselves which is absolutely fine, provided that one knows what they’re doing.

Consequently, knowing the proper method of opening your pool can certainly save you a few bucks but improperly doing so can cause costly maintenance headaches.

Some homeowners may feel more comfortable hiring a professional pool contractor to open their swimming pool. The national average for hiring a pro to open a swimming pool is $225. In correlation to the expensive pool repairs, one may incur from opening their pool incorrectly, this seems a reasonable and affordable cost for most pool owners.

National Average Average Range Minimum Cost Maximum Cost

$225 $175-$300 $90 $400

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Photo: Gregg Sample

Less is More With

POOLRX

R

ecently, I had the pleasure of interviewing Fred Schweer, VP of Sales at PoolRx on episode 30 of the “Let’s Talk About Pools” podcast. We spoke about this innovative product and how it can help pool professionals. The current economy has brought its own host of problems for the pool industry. The cost of chlorine and other disinfection products has vastly increased the financial burden to pool professionals. Thus, if the efficiency of chlorine could be maximized with the use of other pool products, this could have many benefits for the pool

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BY LAUREN BROOM

professional. The sustainability and maximization of chlorine disinfectants in the pool water have so many benefits for the pool, pool owner, and pool professional.

PoolRx is one of these products that can be used to maximize the efficiency of chlorine disinfectants. “It is a very unique pool product. It is a gamechanger for the pool industry,” stated Fred Schweer, VP of Sales at PoolRx. It is registered with EPA and NSF Standard 60. This product is an algaecide that uses minerals like copper, silver, and zinc, which are uniquely chelated.

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This chelation protects the minerals at the molecular level and once dissolved, will not fall out of the solution due to things like pH fluctuations. The product comes in various sized units that can treat up to 30,000 gallons or spa units that can treat as low as 100 gallons.

Booster packs are available in addition to the standard PoolRx units for pools that are greater than 30,000 gallons.

After the filters are cleaned, the pool tech would place the PoolRx cylinder unit in the skimmer or the pump basket.

The minerals in the unit dissolve within 4 hours and form a stable residual in the pool water. The residual minerals pass over the white half of the cylinder and the minerals react with an alloy.

PoolRx minerals kill & prevent all types of algae, including free chlorine consuming microalgae that cannot be seen with the naked eye.

The alloy reaction with the minerals lasts for up to 6 months. PoolRx allows the free chlorine to be more available and uses less chlorine disinfectant in the water. “This helps pool techs and pool owners due to the pool being algae-free, use less chlorine and the minerals last up to 6 months,” stated Schweer

The definition of sustainability as it pertains to the pool industry is very specific compared to the definition thought of in the environmental world.

In this instance, sustainability could mean the environmental responsibility of the pool industry by using fewer chemicals and less chlorine. PoolRx allows the use of fewer chemicals and it also helps the chlorine last longer in the water.

“This is a game-changing product for the pool industry because of the less is more approach,” said Schweer.

Economically, it helps with the current chlorine shortages and increased cost of specialty chemicals.

In addition, PoolRx is also environmentally-minded. It is composed of natural minerals that are mined and the plastic shell is recyclable.

by not having to return to pools that need extended time for specialty treatments to treat algae problems.

The pool water is maintained clearer and it becomes easier for the pool tech to maintain. “It’s a chemical saving story, a no-brainer to use for your business,” said Schweer.

Regional areas of the country deal with water conservation and restrictions.

The use of PoolRx in the water allows the “water not to be aged.” Reduction of water draining of pools helps these regional areas with water restrictions and increases “environmental sustainability.”

Cost-saving advantages extend to saving time for the pool professional

Listen to Pool Magazine Op-Editorialist – Lauren Broom & Fred Schweer VP of PoolRx discuss sustainability and how PoolRx is playing a part on the “Let’s Talk About Pools” Podcast.

Pool techs will obtain many benefits from the use of PoolRx. First, it helps chlorine last longer in the water and this will save money on the amount of chlorine disinfectant that will have to be used. Another cost-saving advantage comes from the product’s prevention of algae and lower use of chlorine in the water.

The quantity of specialty chemicals like phosphate removers, clarifiers, enzymes, algaecides, and other shock treatments is vastly reduced and thus saves money to the consumer and the pool professional.

Listen to the Podcast on Let’s Talk About Pools

POOL MAGAZINE - VOL 2, ISSUE 2

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rade shows are a great way to connect with what is going on in the pool and outdoor living industry. Pool professionals attend regional and national conventions to familiarize themselves with the latest innovations and take advantage of in-show educational courses.

Upcoming Pool Trade Shows & Industry Events A list of trade shows & events from the end of 2022 into the beginning of 2023

AQUA Live Pool Industry Expo World Aquatic Health Conference International Pool Spa Expo Mid America Pool Spa Show The Pool & Spa Show National Plasterers Convention Southwest Pool & Spa Show Everything Under The Sun Expo Western Pool & Spa Show

One of the best ways to plan which event to attend is to familiarize yourself with the various pool industry conventions and trade shows being organized this year.

This resource list of pool industry trade shows will give you a better understanding of which events will be occurring through the rest of 2022 and into the beginning of 2023.

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Oct. 5-7 Oct. 6-8 Oct. 12-14 Nov. 12-17 Jan. 17-20 Jan. 24-26 Feb. 8-10 Feb. 8-11 Feb. 24-25 Mar. 23-25

Charlotte Monterey Houston Las Vegas Indianapolis Atlantic City Coronado Houston Orlando Long Beach

Which events do you plan to attend this year?

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Read the entire article...

A List of Upcoming POOL TRADE SHOWS & INDUSTRY EVENTS

BY JOE TRUSTY

AQUA Live is hosted by AQUA Magazine. Their trade show event brings the industry to gather together to discuss their thoughts and tactics for growth, profitability and maintaining outstanding customer service.

The Pool & Spa Show in Atlantic City is definitely one of the best pool industry trade shows of the year and not to be missed! NESPA has been delivering a premium experience for attendees for over 40 years.

The Pool Industry Expo will feature 30 exhibitors on the showroom floor this year, with booths and educational seminars directed at decision-makers in the build and spa service industries.

The National Plasterers Council has been assisting consumers and its members in solving industry-related issues with pool plaster surfaces for decades. Their annual convention brings together thought leaders and exhibitors from all over the pool & spa industry.

The Pool & Hot Tub Alliance hosts the World Aquatic Health Conference (WAHC), an aquatic research forum. This year’s event includes education on an assortment of relevant topics.

The Southwest Pool & Spa Show remains one of the most popular regional pool trade shows in the country.

Featuring their annual awards show, educational courses, exhibitors, and world-class networking events.

Each year the International Pool Spa Patio Expo show draws tens of thousands of attendees who come from all over the globe to see the latest product innovations and access a huge catalog of industry-related educational courses.

The Everything Under The Sun Expo has been bringing the pool & spa industry together for over 50 years! The show in 2023 promises to be a repeat of the world-class convention attendees experienced the previous year.

The Mid America Pool Spa & Outdoor Living Show draws attendees from all over the world but is primarily geared towards all pool industry professionals from most of the mid-western states.

The Western Pool & Spa Show is the largest pool industry trade show on the west coast and will be celebrating its 45th anniversary. Since 1978 the Western Pool & Spa Show has been an industry gathering point that brings that entire industry together.

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This issue of Pool Magazine would not be possible without the continued support of our friends, patrons, and associates. We’d like to thank our platinum sponsors Viking Capital & Basecrete.

Become a Supporter of Pool Magazine!

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POOL MAGAZINE - VOL 2, ISSUE 2

Hot Tubs Remain In

HIGH DEMAND

I

BY MARCUS PACKER t’s been an explosive two years of unprecedented growth for the hot tub and spa industry. A resurgence of consumer interest in backyard amenities such as swimming pools, hot tubs, and spas has seen hot tub sales jump in recent years.

More consumers than ever before are looking to install a new hot tub or spa in their backyard and the demand for them remains white-hot.

According to the Pool & Hot Tub Alliance, a trade association for the industry, sales of hot

46

tubs and pools are rising across the country. In 2020, almost 45 percent of its members predicted revenue growth of 10% or more.

“Hot tubs have been in the top 10 of ‘I want’ lists for a long time, but they’ve now moved up close to the top because some of the other things aren’t currently attainable, like travel,” says Kevin Richards, Vice President of Sales and Marketing at Master Spas. “We’re seeing more people finally saying, ‘It’s really time to get a hot tub’.”

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The president and CEO of the Pool & Hot Tub Alliance, Sabeena Hickman, is fully aware of the rising customer interest. “Hot tubs are definitely in hot demand,” she said.

Hickman suggested a large percentage of that growth can be attributed to the quarantine conditions of the Covid-19 pandemic.

Consequently, that demand has created another underlier for consumers to purchase a hot tub, they’re still relatively low-cost in comparison to building a swimming pool.

Prices for inground pools have steadily risen over the past two years. Since 2020, the price for a swimming pool has gone up roughly 40%, skyrocketing throughout many areas of the country.

Masco is the largest in hot tubs with $8 Billion annual revenue and over 22,000 employees.

However, in the Northeast region of the United States, the growth has been explosive. “We’re selling more hot tubs than we ever have in our entire history,” said Jim Grammaticopolous, owner of Your Backyard Haven who says that their spa sales are way up since the beginning of the pandemic.

“Pool sales have slowed over Q4 and into Q1 but hot tub sales tripled during that same timeframe”.

The market for hot tubs and spas in the United States has expanded over the past decade.

Adjusting for seasonality is a norm in the pool industry, however, Grammaticopolous attributes other factors such as rising costs for construction. “Some folks may be getting priced out of the market for a pool and suddenly a hot tub becomes a very appealing alternative.”

In correlation with a growing number of distributors, one of the two biggest new markets for hot tub sales has been Nevada and Arkansas which are the two states most likely to have hot tubs in their home listings according to Realtor.com.

about making the cost as feasible as possible for their dealers and for the consumer. “It’s why we aggressively price our hot tubs to make it an obtainable purchase.”

The market for hot tub and spa-related products was valued at $1.875 billion in 2020 and is projected to grow by 5% over the next two years.

The biggest player in that space is Watkins Manufacturing which through its parent company Masco Corporation, acquired Endless Pools back in 2015.

They may have found themselves best equipped to deal with the swell in demand; with the largest customer base and channels of distribution.

A representative for Life’s Great Spas in Malta, NY said that for their firm it’s

View a List of Top Hot Tub / Spa Manufacturers... scan the code.

One of the hottest emerging markets for hot tub and spa sales is the Asian-Pacific market. Rapid urbanization is driving much of that expansion. Hot tub and spa sales are predicted to continue their trajectory well into 2024 and will account for a large percentage of the projected $3.56 billion in growth the industry is expecting during that timeframe.

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POOL MAGAZINE - VOL 2, ISSUE 2

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Pool & Spa Industry Report

POOL PRICES

GOING UP... AGAIN.

BY JOE TRUSTY

I

f you’ve been holding out and waiting for pool prices to drop, you may have to continue waiting. Analysts are predicting pool prices to increase this year due to rising costs for labor, materials, and equipment.

The Federal Reserve approved the first rate increase in three years back in March in an effort to combat inflation, and a 50 basis point hike may be looming on the horizon.

Consumers who plan on buying a swimming pool this year can expect to pay a premium according to analysts. Builders

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across the nation are feeling the pinch of rising costs. Across the board; increased costs for labor and equipment are driving a need to recalibrate pricing structures yet again this season.

Construction materials used to build swimming pools rose 31.3% percent from early 2020 to early 2022.

As pool builders and swimming pool contractors attempt to maneuver a vastly different landscape of pricing, year over year increases can immediately be seen on the following materials:

POOL MAGAZINE - VOL 2, ISSUE 2

PRICES FOR RAW MATERIALS

Concrete – Up 11.6% Lumber – Up 79.5% Steel – Up 74.4% PVC Pipe – Up 36.9% (Statistics provided by the Associated General Contractors of America)

A round of price increase letters began circulating early this spring from some of the nation’s largest manufacturers and distributors. Consequently, builders are looking at big jumps in cost for pool pumps, filters, heaters, and a variety of other related equipment and components. Builders aren’t the only ones struggling, however. Pool service companies are also looking at sharp price increases from last year on chlorine as well as other chemicals.

Out of 1,000 pool professionals surveyed on April 1, 2022, 72.7% said they raised prices by over 30% since the pandemic began. 28.2% of builders surveyed reported they increased prices by over 50% since the start of 2020. Out of 1,000 builders surveyed, only 49 respondents indicated that they had raised prices less than 10% or not at all. While not indicative of price increases for the entire industry, this survey of builders provides a good cross sampling of increases across the country based off individual responses.

To get a better understanding of how rising costs are impacting pool companies day to day operations, we asked several pool builders how they are navigating an environment of continuous price increases and what they are telling customers.

In light of numerous global events, some of the largest pool builders are waiting to see exactly how the market will react before making any radical changes.

“The geopolitical climate may certainly impact how our industry performs and how we’re able to enjoy the surge in demand, post-pandemic,” said Bonnie Chong, CEO of Anthony & Sylvan Pools who is actively monitoring developments in the industry.

“Not every market may experience the same factors that drive demand at the same time,” said Chong, who says that she plans to leverage Anthony & Sylvan’s footprint in a changing environment. Her outlook, however, remains optimistic that the demand will remain strong with consumers well into 2023.

“Hopefully now folks have really started to find value in the home and value in spending time with family and friends in the backyard.”

“Honestly, there is a disconnect with consumers over how much pools really cost these days,” said Scot Reynolds of Purpose Pools in Las Vegas,.

“Homeowners are reading outdated or just completely inaccurate information when price shopping for a swimming pool.”

The majority of pool builders we surveyed in a recent poll say they have had to increase prices by 40-50% in order to keep up with inflation.

“Unfortunately the base price of a swimming pool has gone up over the last two years,” said pool builder, JC Rodriguez who builds concrete in-ground pools, “for a basic pool without all the bells and whistles, we’re starting at around the $60,000 range and go up from there. Most of the time if we’re talking about a pool and spa with decking your average swimming pool is going to wind up at the $120,000-$130,000 price range.”

Pool Magazine surveyed a sample of 1,000 pool builders to see how their prices had increased since 2020. 52.7% of pool builders surveyed said they have raised prices 30-50% since 2020.

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Saunas Increasing In

POPULARITY The recent surge in improving the outdoor living area has seen a surge in demand for saunas over the last two years.

BY MARCUS PACKER Photos: Bathing Brands

A

dding a sauna to your backyard is becoming more and more popular. As far as outdoor home improvements go, it nears the top of the list for those that are healthconscious. It comes of no surprise, many of the same folks who purchase a pool are also in the market for a sauna.

With summer right around the corner, it’s time to start thinking about backyard improvements. A sauna is one that make your home’s outdoor living area a more enjoyable experience. Most homeowners long for a place to escape from the hustle and bustle of everyday life, to unwind. A sauna provides the type of respite they are looking for; complete relaxation in a natural outdoor setting.

Folks who visit a sauna regularly, have most probably considered saving themselves the recurring cost. Its also inconvenient having to go to a steam room for a 15-45 minute session. It stands to reason that when evaluating what outdoor amenities provide the best value, more homeowners are considering a sauna.

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POOL MAGAZINE - VOL 2, ISSUE 2

SAUNAS ARE QUICKLY BECOMING A TOP AMENITY Saunas are an $8 Billion market in the United States.

This country loves its saunas. In fact, there are currently over 1 million saunas, representing an $8 billion market in the United States alone.

Seems like a high number right? Well that’s nothing compared to Finland who really love their saunas. Finland has the highest percentage of saunas per capita than any other country on the planet. With a $20 billion market, there are over 3 million saunas in Finland today. We may be running behind them in terms of consumer demand, but we’re catching up fast.

To get a better understanding of why the demand for saunas has suddenly spiked, we spoke with Tina Adams, Vice President of Sales & Marketing for Bathing Brands. We wanted to know how the market for saunas has grown in recent years.

“Sauna sales have doubled in the past two years, mirroring unprecedented interest in backyard leisure, personal wellness, and an improved quality of life.”, said Adams.

Perhaps highest on the list for consumers thinking of purchasing a sauna for their backyard are the health benefits that come from owning one.

A fact that Adams acknowledged, “In addition to making people feel good, heat therapy has proven heart-health, pain-reduction, and immune systems benefits.”

“There is a sauna bathing revolution brewing,” said Adams, “we are culturally uncovering the value heat and cold can have on us physiologically. Experiencing a sauna outdoors, and even better, adjacent to a swimming pool, offers an experience only nature can provide. The addition of a sauna in a pool setting allows for an invigorating plunge or cool down which is so essential to the sauna experience. “

The fact that stoking demand starts at the dealer level is not lost in Adams.

“Local pool and spa dealers are the most viable resource for displaying, promoting, and satisfying consumer demand,” she explained.

During trade show season, saunas definitely had an enormous presence on the exhibition floor this year. “We have seen growth in all markets,” said Adams. “Where there is a pool, there is the highest potential of outside sales sauna growth,” she explained.

Adams is hoping for even higher adaptation in the near future, “Featuring an outdoor sauna kit into existing projects is a sure-fire way to grow sales. We’re excited to see our dealers leading the sauna revolution at the retail level.”

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POOL MAGAZINE - VOL 2, ISSUE 2

51

It’s Time To Recession Proof YOUR BUSINESS

BY TALKING POOLS PODCAST Rudy Stankowitz, Andrea Nannini

W

e hate to be the one to say it, but the time has come to make some changes and recessionproof your pool business. We’ve been riding a wave that’s been an incredible boom for the industry. People have stayed home during the quarantine, and the money they would have spent on vacations has become disposable income that they’ve used to reinvest into the home.

Home improvements are up in general during the pandemic and the end result has been

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nothing short of unprecedented in terms of growth for the pool industry.

Over 94,000 pools were installed during 2020, up 21% from the previous year in 2019. The numbers aren’t in just yet for last year but as the dust still settles from 2021, the entire pool industry has boomed.

This year, the complexion and outlook does not appear to be a repeat of the previous two years in terms of demand. Right now we’re looking at high inflation.

Increases in fuel costs are soaring through the roof. We’re on the brink of a recession.

POOL MAGAZINE - VOL 2, ISSUE 2

Some folks had disposable income and used that towards home improvement. Others took out loans and mortgages. Many feel the inevitable crash is coming, and for those who are unprepared the change in the economy will hurt, perhaps irreparably.

There are a few things that pool professionals need to consider in order to recession-proof their business. I think one may be coming within the next year. Hopefully, that doesn’t happen. Hopefully, you never need to use any of this advice in this article.

However, there is absolutely nothing wrong with putting yourself in a good position to handle a recession, and it looks like one may be on the horizon.

There are different things you can do to arrange things so that you’re in a better position financially if a recession happens in our country. This may mean raising prices with customers, but you need to make certain you’re in the best position possible to survive tough times should they occur.

One great idea to recession-proof your pool business is to start billing separately for chemicals.

With more price increases on chemicals looming in the near future, it simply makes sense to begin to start passing these costs on to the consumer.

One question pool professionals who bill at the end of the month is, how do they switch?

How do you switch to billing at the beginning of the month without double billing? People by nature are resistant to change, they also don’t like paying in advance. So the question remains, how do you switch the way you’ve been billing without upsetting all of your customers?

The answer is – incrementally. Make the change slowly and begin retraining your customers to expect a bill earlier than they have. There’s not a recession today, there probably won’t be one this summer; but if what industry experts are predicting is true, one is coming soon and the time to adapt is now!

This month coming up, instead of billing on the 30th for the service you’ve performed all month, start billing on the 3rd week. Then the next month, bill your customers on the second week. By the end of the summer, you should be caught up and now be billing all of your customers for the month of service ahead.

Now is the time to explain the prevailing market conditions to the consumer and perhaps change your business practice for billing customers. In our roundtable discussion last year, we discussed rising prices. Not much has changed in the last 6 months except perhaps consumer confidence. Instead of continuing to raise prices for service, what makes more sense in this climate is to separate chemical usage as an itemized bill.

Another aspect of billing that should change during this climate is charging for service after it’s been rendered. Many pool companies have their act together in this regard and are doing the right thing by billing for services ahead of time, however, there are still many professionals who do not.

Billing after the fact is tantamount to supplying customers with a credit line on every job you do. This is a surefire way to fall behind during a recession. As customers begin to become cash strapped during this economy, one of the first bills they’re liable to ignore is yours! Pool service professionals run the distinct possibility of becoming low priority when it comes time to pay bills, especially when the service has already been rendered.

Heather Linton also spoke on another episode of “Talking Pools” about building credit for your pool company. While pool professionals may be cash-rich right now, the time to start building your credit is now. Simply put, people need money when a recession hits. If you have not been building your business credit, do not wait until a recession hits. During a down economy is when consumers make the biggest run on banks. It’s also when credit is hardest to come by.

At the end of the day, when considering ways to recession-proof your business, it’s important to put together a game plan that allows you the flexibility to maneuver in tough environments.

Some of these suggestions may seem hard to implement, but are entirely necessary in order to ensure you remain solvent in a down economy.

Listen to the Podcast...

POOL MAGAZINE - VOL 2, ISSUE 2

53

IT MAKES SENSE TO BE A MEMBER OF PHTA New! Design & Build Certification Pathways Apprenticeship Program for Service Technicians Resource Library On-Demand Education Safety Tools Mentor Program MyPHTA Online Community

Find us at phta.org to learn more!

Pool & Hot Tub Alliance 2111 Eisenhower Ave. | Ste 500 | Alexandria, VA 22314 | 703-838-0083 | phta@phta.org

Preparing Your Pool Deck

FOR THE UPCOMING

SWIM SEASON Before the swim season officially kicks off, check how your pool deck held up over the harsh winter months. It may have foundational issues.

OP-EDITORIAL

BY BRENT PEARSON

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POOL MAGAZINE - VOL 2, ISSUE 2

S

ummer is rapidly approaching. That means pools are once again making a splash as the season starts to change and the weather heats up.

As homeowners focus their attention back to their backyards, they might find their pools look a little different from the end of pool season last year and it could be because their pool deck is no longer level.

Your pool deck may have foundational issues. Perhaps there are cracks in and around the pool leading to potential leaks. Or maybe you’re just looking to give your backyard a refresh with new paint or pool tiles.

Whatever your reason, it’s essential to make time for pool

deck repairs so you can get back to swimming. Does your pool deck need a facelift? While the aesthetics of your pool are always important, leveling out your pool deck goes far beyond an initial glance.

Sinking concrete can create a dangerous tripping hazard if left unrepaired and can even affect your home’s insurance.

Uneven concrete is likely due to the soil under your deck settling and compressing over time. This can be fixed by lifting and leveling your concrete with a minimally invasive foam.

When it comes to fixing your pool deck foundation, leaving it to the professionals is always the route to go. Within a day, your pool can be leveled and functional again.

As the weather starts to heat up, the rain starts to fall harder in some areas of the country.

That’s why as seasons begin to change it’s important to address water drainage in your backyard. Redirecting water from your roof can help keep your pool functional and safe from erosion. This will help keep your pool deck level and keep your pools safe from potential contaminants. In areas with heavy rain, we recommend sitting on your porch during a rainstorm and watching the flow of runoff from the roof to find a solution that will make a difference for you pool and yard.

Keeping your landscaping intact not only makes your backyard look nice, but also keeps your pool deck in line. Overgrown vegetation and impeding landscaping can cause plants to grow over your pool deck causing your concrete to deteriorate prematurely. Consistent cleaning and landscaping updates can allow you to stay ahead of these problems before the solution is ripping up your entire deck for repairs, leaving your pool out of commission.

Cracks in and around your pool not only affect your water bill, but also the foundation of your pool deck. Water levels can take soil out from under your pool causing earlier erosion than you might anticipate. If you’re starting to see sand underneath the water, it’s time to call out the professionals. As a pool’s foundation starts to settle, you could find coping problems that include cracks or loose tiles or bricks along the edge of the pool. Not only are the cracks very sharp causing potential abrasions or cuts, but this can also pull the coping away causing the liner of your pool to start to sag, erode the soil, and cause moisture within the liner of your pool. That’s why it’s important to get ahead of cracks you see on your pool deck before damage is generated that causes a larger bill to fix.

When it comes to keeping your pool deck up to par, call in professionals that can offer a permanent solution rather than a DIY band-aid fix. An expert can offer solutions to all of the issues you might see this season with your pool deck’s foundation. Many foundational pool deck issues can be addressed on average within a half to full day’s work, saving you time, money, and the headache of repairs.

BEFORE

POOL DECK REPAIR

The harsh winter months can definitely play a toll on your pool deck causing costly damage and repairs to relevel the pool deck.

AFTER

POOL DECK REPAIR

Read the entire article...

POOL MAGAZINE - VOL 2, ISSUE 2

57

Inflation May Affect Growth In POOL INDUSTRY

BY JOE TRUSTY Photo Credit: Jimi Smith Photography

I

nflation jumped 7.5% year over year in the latest report released by the Labor Department on Thursday. Consumers saw the highest jump in prices since 1982 according to analysts. If you’re in the pool industry though you hardly needed to wait for the report to tell you what you’ve already known for some time; prices are going up.

Experts in the pool industry have already felt the results of inflation in the form of rising costs across the board on

58

manufacturing, raw materials, and salaries. The jump in inflation numbers comes as no surprise to those who’ve seen an increase in demand for goods and services related to pools over the last two years Gains have led to recordbreaking growth years for companies as consumers were ready to pay more for products.

In the industry, most major manufacturers reported sharp upticks in revenue and growth; defying pundits who’ve been predicting a reversal coming.

POOL MAGAZINE - VOL 2, ISSUE 2

During year one of the Covid-19 pandemic, the federal government provided financial assistance to individuals and businesses in the form of stimulus payments, increased unemployment benefits, and enacted the Paycheck Protection Program under the CARES Act. These unprecedented efforts by the government likely spared millions from financial ruin, but the influx of all that cash has undeniably caused inflation rates to skyrocket.

Will Inflation Impact the ’22 Pool Season?

We reached out to folks on social media to get their take on what is going on and how they perceive it will impact their business.

“I’m already tightening the belt and doing what I can to do less for more money,” said Jonathan Evans of Sequoyah Pools, “we weathered the last recession well. We’re not a big company and aren’t posting record profits because we don’t gouge people.”

Pool contractor, Joe Lloyd has concerns about how inflation will impact the upcoming pool season this summer, “Definitely worried about this upcoming season price-wise,” said Lloyd, “None of us can afford to keep costs down for customers by eating them ourselves. We have to pass them along to them.”

“I look at my phone calls, and it is a dramatic difference from the last 2 years. There is definitely a decline in interest about to where it was,” said Brian Conners of River City Pool & Spa in Hixson, TN. “It will absolutely affect me. Yeah I see the cost of goods going up, but the cost of any type of building supplies have gone up dramatically,” said Tampa pool professional – Jacob Schroth, “not only are the builders and remodelers dealing with the price increases there is a big inventory issue on all goods. I find myself going to 3 stores sometimes to get what I need.”

When inflation causes higher prices, the demand for credit increases, raising interest rates. While this is great for lenders, the reverse is true for consumers; particularly those of pool-related products.

Higher interest rates eventually will raise the cost for a wide spectrum of borrowing, from mortgages and credit cards to vehicle and business loans.

Traditionally when this happens, we’ve seen less consumer confidence and a decrease in spending.

This jibes with what Ryan Johnson, Owner of Check It Out Pools in Sparks, NV thinks might occur. His concern is that rising interest rates will affect new home buyers who may have been considering a pool.

“It will put off buyers in the market that are so close to homeownership that they are barely close to qualifying for something,” said Johnson, “a $400 increase in their house payment will hurt a lot of middle-class families to the point it’s not worth it. They definitely will think twice about installing a pool, getting service, or upgrading their pool or backyards.”

While the last two years, consumer confidence seems to have been at an all-time high for reinvesting in the backyard, many have serious reservations we will see a repeat this year in terms of demand. The current inflation outlook seems to be less optimistic that consumer interest will reach the levels seen in the previous two years and that the time for belt-tightening may finally have arrived.

Stock prices were down after the inflation report was released with the S&P now -5% for 2022 so far and all sector indexes reporting a decline. The Nasdaq was also down and is so far -11% for 2022 and poised for the worst start to the year since the 2008 financial crisis.

POOL MAGAZINE - VOL 2, ISSUE 2

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Stock prices for some of the largest publicly held pool manufacturers and distributors are also down substantially for the year. Latham Group (SWIM) grew by 56% to $630.5 million last year, 2022 paints a completely different picture from this year’s forecast. Year to date their stock is down -47.66%.

PoolCorp (POOL), another significant publicly-traded company is down -25.41% YTD.

progressed. Concerns this year are the following:

With inflation issues beginning to cause a diminishment in consumer confidence, it’s unlikely that this year will be a repeat of the explosive demand consumers saw in 2020 through the end of 2021.

With the country finally getting back to a “business-as-usual” attitude after Omicron hit the media, many consumers finally have the option to travel again.

After a two-year hiatus, one of the hardest-hit industries was travel and tourism. Expect a resurgence in this sector in 2022 through 2023 and the converse to hold true about new pool construction.

While pool sales were up significantly over the past two years, many pool builders were unable to fully capitalize on the surge in demand due to issues with getting supplies and materials in a timely fashion.

A lack of available labor also became a major pain point for both builders and consumers as the Covid-19 pandemic

60

Inflation is rising and consumer confidence about buying a pool is decelerating.

Higher construction costs for building a swimming pool.

Resurgence in travel in tourism means less discretionary dollars spent on pools in ‘22-’23.

Consumer interest is cyclical in nature when it comes to demand for pools. The 2008 recession saw hundreds of pool companies fall casualty of the mortgage crisis. looking at another recession.

POOL MAGAZINE - VOL 2, ISSUE 2

While there is still the ’22 pool season to look forward to and existing pentup demand from consumers who were unable to get a pool built — the number of homeowners seeking to build a pool from ‘23-’24 is expected to drop significantly. Consequently, this season could very well be a calm before the storm in terms of declining demand.

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