What Piscines Magiline does

Piscines Magiline is a French designer and manufacturer of premium in-ground concrete swimming pools, headquartered in Troyes and founded in 1994. The company operates a vertically integrated industrial site in Troyes where it develops and produces its patented modular pool structure (Eurocode 2-compliant polypropylene lost-formwork panels), and distributes through a network of 115 concessionnaires in France plus international partners in 35 countries. Cumulatively, the company has delivered more than 50,000 installations since inception. The product platform is built around the MAGIprestige pool line, augmented by a proprietary ecosystem of modular equipment: iMAGI-X (smart pool management with smartphone/voice control), NFX cartridge filtration and NFXv variable flow pump (reducing electrical consumption up to 50% and water consumption up to 90% versus sand filtration), Sérénité Sel-X salt electrolysis treatment, WATER-X water autonomy, MAGIsport2 / SWIMEO-X counter-current swimming modules, Balnéo hydrotherapy, SECURItech safety shutters, and Neolight LED lighting.

The business model is anchored in high-ticket, one-time pool construction projects (€30,000 entry-level to €50,000+ for premium configurations), supplemented by recurring-equipment revenue (covers, heat pumps, cleaning robots, lighting, spas) and renovation services. Pricing is quote-based, channeled through a dealer-led GTM: 115 concessionnaires handle consultation, installation, and after-sales, with lead generation via website quote requests and catalog programs. AXA provides decennial warranty insurance for structural defects, and a Qualiopi-certified training program underpins dealer certification. The company has built distinctive regulatory positioning—CLASSE A under NF EN 17645, Origine France Garantie, and the Entreprise du Patrimoine Vivant (EPV) label—which underpins a premium, eco-responsible brand narrative targeted at affluent private homeowners with gardens. Leadership rests with President Hervé Ricard, and UI Investissement took a minority position in March 2016.

Name

Piscines Magiline

Legal name

Piscines MAGILINE SAS

Website

https://piscines-magiline.fr

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Piscines Magiline is a French manufacturer of premium in-ground concrete swimming pools and proprietary smart-pool automation equipment, selling through 115 concessionaires in France and distributors across 35 countries to affluent private residential homeowners.

Ownership category

akta.pro rank

Product category

Swimming Pool Construction

NAICS

Cement and Concrete Product Manufacturing (3273), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Concrete Products, Except Block & Brick (3272)

akta.pro primary industry

Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)

akta.pro secondary industries

Water Testing & Chemical Balancing (HSAIALAB), Filter, Pump & Heater Maintenance/Repair (HSAIALAC)

Keywords

• In-ground concrete pools
• Smart pool automation
• Pool filtration systems
• Pool renovation services
• Pool equipment manufacturer

Headquarters

HQ city

Troyes

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations

Revenue model

1. Pool Construction and Installation: Revenue from custom in-ground concrete swimming pool construction, including structure, equipment, and installation through dealer network.
2. Equipment and Accessories: Sales of pool equipment including filtration systems, heating (heat pumps), covers, shutters, lighting, cleaning robots, and spa products.
3. Pool Covers and Shelters: Sales of pool enclosures (flat, low, mid-height, high), automatic shutters, bubble covers, and winter covers.
4. Spas and Wellness: Sales of spas with hydrotherapy, balneotherapy, aromatherapy, and chromotherapy features.
5. Dealer Network and Licensing: Revenue from concessionaire network licensing, dealer training, and certification programs (Qualiopi certified training).
6. Renovation Services: Pool renovation services including new filtration, heating, protection, water treatment, and lighting upgrades.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Piscines Magiline designs, manufactures and distributes premium in-ground concrete swimming pools under its MAGIprestige brand, sold and installed through a network of 115 concessionaires in France and distributors in 35 countries. Its core offering combines a patented modular concrete pool structure with the proprietary iMAGI-X intelligent management system, NFX cartridge filtration, and a full ecosystem of pool equipment (covers, heat pumps, counter-current systems, lighting, cleaning robots and spas). The company also provides pool renovation services and dealer training/certification programs.

Product overview

Piscines Magiline is a French manufacturer of premium in-ground concrete swimming pools offering a platform-plus-modules architecture. The core product is the MAGIprestige pool featuring a patented modular concrete structure, paired with proprietary smart pool technology iMAGI-X that serves as the central management platform connecting all equipment modules. The ecosystem includes: NFX cartridge filtration and NFXv variable flow pump for water circulation; Sérénité Sel-X for automated salt electrolysis treatment; WATER-X for water autonomy; MAGIsport2/SWIMEO-X counter-current swimming systems; Balnéo hydrotherapy; SECURItech automated covers and various protective covers; Neolight LED lighting; heat pumps; and electric/hydraulic cleaning robots. Pool shelters (flat, low, mid-high, high) and spa products complete the wellness portfolio. The company also offers budget-friendly Piscine En Kit options and operates in 35 countries with 50,000+ installations since 1994.

Differentiator

Problem solved

Functional benefit

Brands

• MAGIprestige: Premium new generation in-ground pool line featuring intelligent automation, cartridge filtration NFX, variable speed pump NFXv, and domotic iMAGI-X system.
• iMAGI-X
• NFX
• Sérénité Sel-X
• WATER-X
• MAGIsport
• SECURItech

Products and services

• MAGIprestige in-ground concrete swimming pool Premium in-ground concrete swimming pool built on a patented modular lost-formwork structure, fully customizable in shape, size, liner and finish; the first pool to receive CLASSE A certification under NF EN 17645 for environmental and energy performance. Sold and installed through 115 concessionaires in France and international distributors.
• Modular Concrete Pool Structure (lost-formwork panels) Patented self-supporting modular pool shell made from 100% recycled polypropylene lost-formwork panels, requiring no braces or reinforcements, with 25 cm walls; structural standard compliant with Eurocode 2. Enables pool installation in 6-8 days plus 4 weeks concrete drying.
• iMAGI-X intelligent pool management system Proprietary connected control system standard-equipped on MAGIprestige pools since 2011, automating filtration, water treatment, heating, water level, lighting and cleaning via sensors and probes connected to a central unit, controlled by smartphone/tablet app with voice assistant compatibility. AUTOPILOT function added in 2026.
• NFX cartridge filtration system Proprietary closed-circuit cartridge filtration delivering 15-micron precision with an integrated flow multiplier and pressure booster; reduces water consumption by up to 90% versus sand filtration and avoids wastewater discharge.
• NFXv variable flow pump Variable-speed pump designed for the NFX filtration system that optimizes flow and runtime, reducing electrical consumption by up to 50% while maintaining equivalent filtration efficiency.
• Sérénité Sel-X salt electrolysis water treatment Automated salt-based chlorination system that converts sodium chloride into natural chlorine and reverts it back in a continuous cycle, providing maintenance-free disinfection with pH regulation managed through the iMAGI-X app.
• WATER-X water autonomy system Double-patented system managing intelligent water levels between an underground recovery tank and the pool basin, combined with intelligent energy management between photovoltaic panels and pool equipment, addressing water and energy restrictions.
• MAGIsport2 counter-current swimming system Exclusive counter-current swimming module with 70 m3/h flow rate, adjustable jet power and integrated LED lighting, controllable through the iMAGI-X application for leisure and sport swimming.
• SWIMEO-X counter-current swimming turbine High-performance counter-current swimming turbine with 400 m3/h capacity and 4 adjustable speeds via Bluetooth remote, designed for serious sport and training swimmers.
• Balnéo hydrotherapy system Integrated massage and hydrotherapy jets installed within the pool stairs, offering different pressure levels for relaxation and wellness benefits.
• SECURItech automatic pool shutter Automatic above-ground rolling shutter for safety, aesthetics and ecological protection, with optional translucent luminous cover for LED low-voltage lighting; compliant with NF P90-308 safety standard.
• Pool covers (winter, bubble, bar) Complete range of protective covers including opaque and filtrant winter covers (NF P90-308 certified, recyclable polypropylene) and bubble covers; reduces evaporation by 40-90% and helps maintain water temperature.
• Pool heat pumps (air/water and ground/water) Air/water and ground/water heat pumps with high COP ratings, reversible operation for cooling, low noise levels and smart control via the iMAGI-X app; account for 60-70% of pool operating costs.
• Neolight LED pool lighting Chromatic LED pool lighting with up to 11 fixed colors and 7 animated modes, available as an option on all Magiline pools to create immersive garden ambiance.
• Pool shelters (flat, low, mid-high, high) Aluminum pool enclosures in flat, low, mid-high and high configurations with transparent compositions, providing safety against drowning, weather protection and enabling year-round swimming in higher models.
• Spa and balneotherapy products Full range of home spa units offering hydrotherapy, aromatherapy and chromotherapy features for residential wellness.
• Electric pool cleaning robots Selected range of high-performance electric cleaning robots from leading manufacturers, with automatic modes, fine filtration, smart navigation and transport cart, for floor, wall and waterline cleaning.
• MAGIwhite hydraulic cleaning robot Exclusive hydraulic pool cleaning robot that operates with the NFX filtration system, automatically cleaning floor and walls via the integrated pressure booster.
• Pool liners and membranes Wide selection of smooth and printed pool liners in various colors and patterns, with optional comfort foam backing for enhanced tactile feel and aesthetic finishing.
• Piscine En Kit (DIY pool kit) Budget-friendly in-ground pool kit option using Magiline components for self-installation, providing a more affordable entry point into the Magiline pool ecosystem while retaining brand quality standards.
• Pool renovation services Pool renovation offering new filtration, heating, protection, water treatment and lighting upgrades, delivered through the French concessionaire network.

Quantifiable outcome

• Up to 50% reduction in electrical consumption with NFXv variable flow pump and iMAGI-X intelligent management
• +3 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• AXAcoreOthersAXA provides decennial warranty insurance for Magiline pools, covering structural defects and waterproofing issues for 10 years. This partnership ensures customer confidence in the long-term reliability of the pool structure.
• Hoffman GreenminorStrategic or Co-development PartnerPartnership for low-carbon (decarbonated) concrete supply, reducing the environmental impact of pool construction. Supports Magiline's eco-responsibility commitments.
• COZIPminorGTM or Marketing PartnerFrench textile furniture company specializing in outdoor pool furniture. COZIP also holds EPV label. Partnered on blog content about pool garden design and outdoor living spaces.
• ENOminorGTM or Marketing PartnerFrench manufacturer of outdoor cooking equipment including planchas and outdoor kitchens. ENO also holds EPV and Origine France Garantie labels. Joint marketing efforts in pool garden content.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Piscines Waterair: Waterair is a major French pool manufacturer specializing in self-build kit pools with steel structure and liner. They compete directly with Magiline's Piscine En Kit offering and broader residential in-ground pool market in France and Europe, sharing the dealer/distributor-driven model.
• Alliance Piscines: Alliance Piscines is a French pool construction franchise network with several dozen concessionnaires, directly comparable to Magiline's 115-dealer model. Both compete for residential in-ground pool installations across France, with Alliance emphasizing affordability and Magiline emphasizing premium smart pools.
• Desjoyaux: Desjoyaux is the leading French in-ground concrete pool manufacturer and Magiline's most direct domestic competitor. Both companies compete on integrated pool structure, filtration, and automation through dense French dealer networks, with Desjoyaux historically commanding higher unit volumes while Magiline positions on smart automation and eco-certifications.
• Groupe Piscines de France: Groupe Piscines de France is a French pool construction network/franchise with regional dealer coverage comparable in shape to Magiline's 115-point concessionaire footprint. It competes in the same residential in-ground concrete and shell pool market across French regions.

Regional players

• SCP Europe: SCP Europe is a major European distributor of pool and spa equipment, supplying installers and dealers across multiple countries. As a wholesale distribution intermediary, SCP competes indirectly with Magiline's own dealer-direct distribution model for the attention and shelf space of independent pool installers.

Broad incumbents

• Fluidra: Fluidra is a global Spanish-listed pool and wellness equipment leader covering filtration, pumps, automation, and robotics. As a broad incumbent with massive R&D and distribution scale, Fluidra is the principal incumbent whose equipment competes with Magiline's NFX filtration, NFXv pumps, and connected automation in OEM and aftermarket channels.
• Pentair: Pentair is a major US-listed water and pool equipment company producing pumps, filters, heaters, and automation. Its broader portfolio overlaps Magiline's NFX/NFXv and iMAGI-X modules, and it competes for the same residential pool contractor and OEM channels globally.
• Hayward Holdings: Hayward is a leading US pool equipment manufacturer offering pumps, filters, heaters, cleaners, and automation controllers (OmniHub). Its Omni platform competes with Magiline's iMAGI-X smart pool ecosystem for connected automation mindshare among premium residential pool buyers.
• Zodiac Pool Systems: Zodiac (now part of Fluidra) is a global pool equipment brand covering automation (iAquaLink), pumps, cleaners, and heaters. Its connected automation platform competes head-to-head with Magiline's iMAGI-X at the smart-pool interface layer, particularly in international markets.

Emerging players

• Bestway: Bestway is a global above-ground pool and inflatable manufacturer with growing equipment and robotics presence. While primarily focused on the value segment, its scale and accelerating automation efforts make it a long-term emerging competitor worth tracking as Magiline pushes further into smart-pool territory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCwZO2ASxHKmfFJF3OqiQKAA
• Facebookfacebook.com/piscines.magiline.fr
• LinkedInlinkedin.com/company/piscines-magiline
• Instagraminstagram.com/piscines_magiline/?hl=fr
• Xx.com/magiline

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Piscines Magiline