America's Swimming Pool Co.

What America's Swimming Pool Co. does

America's Swimming Pool Company (ASP) is a Macon, Georgia-headquartered franchisor of residential and commercial pool services, founded in 2002 by Stewart C. Vernon and franchising since 2005. The company operates more than 390 independently owned locations across over 400 cities in 21-23 states, delivering weekly pool cleaning, chemical balancing, equipment inspection, repair, remodeling, and seasonal opening/closing services under recurring maintenance plans or one-time engagements. In 2024 ASP added a dedicated new pool construction program covering vinyl, fiberglass, concrete, luxury, and Plungie pre-cast installations, reaching nearly $10 million in new pool projects within two years. The company operates as ASP Franchising SPE LLC, a subsidiary of Authority Brands LLC, which also owns Benjamin Franklin Plumbing, The Cleaning Authority, Mister Sparky, Mosquito Squad, and One Hour Heating and Air Conditioning, sharing back-office and franchise support across approximately 920 franchise owners.

ASP's product surface is anchored by a proprietary service management platform that tracks service visits, water chemistry, and customer communications, combined with weekly digital photo reports that document each visit for the homeowner. The franchisor sells franchise territories at an investment range of $84,395 to $210,121, collects ongoing royalties, and supplies Pool School training at the Macon headquarters, marketing infrastructure, and a customer-facing pool design tool. Customers reach the system through the corporate website, location finders, online service requests, and location-specific phone numbers; financing for larger projects is facilitated through a Buyfin partnership. Reported systemwide sales exceeded $103 million in 2023 with an average gross revenue per territory of approximately $829,221, and the franchise system manages more than 175 million gallons of water weekly. In 2025 ASP signed 15 new franchise deals adding 32 territories across nine new states, signaling continued geographic expansion into Midwest and Northeast priority markets.

Name

America's Swimming Pool Co.

Legal name

ASP Franchising SPE LLC

Website

https://asppoolco.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

America's Swimming Pool Company is a franchise-based pool service platform operating 390+ locations across 21-23 states, providing residential and commercial pool cleaning, repair, remodeling, and new construction under recurring maintenance plans and one-time engagements, owned by Authority Brands LLC.

Ownership category

akta.pro rank

Product category

Residential Pool Services

akta.pro primary industry

Water Testing & Chemical Balancing (HSAIALAB)

akta.pro secondary industries

Filter, Pump & Heater Maintenance/Repair (HSAIALAC), Leak Detection & Repair (Pool/Spa Plumbing & Shell) (HSAIALAH)

Keywords

• Pool maintenance services
• Pool cleaning services
• Pool repair services
• Pool renovation services
• Pool construction services

Headquarters

HQ city

Macon

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Pool Maintenance Services: Recurring weekly or scheduled pool cleaning and maintenance services provided to residential and commercial customers through franchise locations. Revenue generated through monthly service plans and one-time cleaning visits.
2. Pool Repair Services: One-time and recurring repair services including equipment repairs, leak detection, heater repair, and general pool repairs. Billed per service with diagnostic fees separate from repair work.
3. Pool Remodeling and Renovation: Remodeling services including resurfacing, replastering, retiling, and deck remodeling. Ranges from approximately $4,000 for small updates to tens of thousands for major overhauls.
4. New Pool Construction: New pool installation services including vinyl, fiberglass, concrete, and luxury pool installations. Inground pool projects often range from $35,000 to $65,000 or more. Construction program reached nearly $10 million in new pool projects over two years.
5. Franchise Fees: Revenue generated from franchise ownership. Investment cost ranges from $84,395 to $210,121. Franchisees pay ongoing fees for brand support, training, and operational resources.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

America's Swimming Pool Company (ASP) is a franchise-based pool service provider that sells recurring pool cleaning and maintenance plans, one-time and recurring pool repair services, pool remodeling (resurfacing, replastering, retiling, deck remodeling, liner replacement), and new inground pool construction (vinyl, fiberglass, concrete, luxury, and Plungie pools). The company also sells franchise ownership opportunities to entrepreneurs seeking to operate pool service businesses under the ASP brand across the United States.

Product overview

America's Swimming Pool Co. (ASP) operates a franchise-based pool service platform offering a comprehensive suite of swimming pool care services across over 390 locations in the United States. The core offering consists of recurring pool cleaning and maintenance services (including weekly service visits with digital photo reports), pool repairs (equipment, heaters, leaks), and pool remodeling (resurfacing, retiling, deck remodeling, liner repair). The platform expanded in 2024 to include a dedicated New Pool Construction Program for new inground pool installation, encompassing vinyl, fiberglass, concrete, luxury custom, and Plungie pre-cast pool installations, supported by an interactive Pool Design Tool for customer planning. Additional services include commercial pool management, safety features (fences, covers), seasonal opening/closing, hot tub services, and fountain maintenance. Financing options through Buyfin are integrated to support pool construction and major remodel projects. The company also offers franchise opportunities for entrepreneurs seeking to operate under the ASP brand.

Differentiator

Problem solved

Functional benefit

Brands

• Clean Water Matters: Corporate social responsibility initiative partnering with OneWorld Health to help provide clean water to communities around the world who need it most.

Products and services

• Pool Cleaning Services Weekly and routine residential and commercial pool cleaning including skimming, vacuuming, brushing, water chemistry testing and chemical balancing, filter maintenance, and basket emptying, delivered by NSPF Certified Pool Operator technicians through ASP franchise locations.
• Pool Maintenance Plans Customized recurring maintenance plans tailored to customer lifestyle and budget, including weekly service visits with detailed digital reports covering service times, chemical readings, products applied, and photos.
• Green-to-Clean Pool Recovery

Quantifiable outcome

• Over 103 million in systemwide sales in 2023 with average gross revenue per territory of approximately $829,221
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• OneWorld HealthcoreStrategic or Co-development PartnerASP has partnered with OneWorld Health to help provide a clean water source to communities around the world who need it most. This initiative, branded as 'Clean Water Matters,' reflects the company's belief that all people deserve access to clean water.
• Authority BrandscoreStrategic or Co-development PartnerAuthority Brands LLC is the parent company of America's Swimming Pool Company and other leading home service franchisors including Benjamin Franklin Plumbing, The Cleaning Authority, Mister Sparky, Mosquito Squad, and One Hour Heating and Air Conditioning. Together, these brands provide home services through approximately 860 franchise owners across North America.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Pinch A Penny Pool Patio Spa: The largest direct competitor to ASP, Pinch A Penny operates a franchise model offering pool cleaning, maintenance, repair, and retail chemicals across the southern United States. Both compete for residential pool service subscribers and franchisees, with overlapping service categories and similar recurring revenue models.
• Premier Pools & Spas: Premier Pools & Spas is one of the largest pool builders in the U.S. and overlaps directly with ASP's construction program across new pool installation, remodeling, and service. Both target residential pool owners with a full lifecycle offering from construction through ongoing maintenance.
• Poolwerx: Poolwerx is a global pool service franchise with U.S. operations offering residential and commercial pool maintenance, repair, and equipment installation. It directly competes with ASP for franchisees and end customers in overlapping U.S. markets with a similar full-service positioning.

Broad incumbents

• Leslie's Poolmart: Leslie's is the largest specialty retailer of pool supplies and equipment in the U.S., offering pool chemicals, equipment, and increasingly service. While primarily a retailer rather than a service franchise, it competes with ASP for the residential pool owner wallet and offers adjacent maintenance products.
• Anthony & Sylvan Pools: Anthony & Sylvan is a long-established pool builder and service provider operating across multiple U.S. states. It overlaps with ASP on new pool construction, renovation, and pool service, though it operates company-owned locations rather than a franchise model.

Emerging players

• Pool Scouts: Pool Scouts is an emerging pool service franchise focused on recurring maintenance plans with a tech-enabled operating model. It directly competes with ASP for franchisees in overlapping markets and pursues a similar recurring-revenue service strategy with digital customer reporting.
• River Pools and Spas: River Pools is a fiberglass pool installer with growing national reach offering pool installation and renovation services. It overlaps with ASP's installation services, particularly the fiberglass and Plungie pool installation offerings, though it does not offer recurring maintenance at scale.

Regional players

• California Pools & Landscape: California Pools is a regional pool builder and service provider concentrated in the Western U.S. It competes with ASP's construction program and service offering in overlapping geographies, particularly in California and the Southwest.
• Blue Wave Pool Service: Blue Wave Pool Service is a regional pool service provider operating in select U.S. markets, offering residential pool maintenance, cleaning, and repair. It is comparable to ASP franchisees at the local level, competing for the same residential maintenance customers in overlapping geographies.

Others

• Mister Sparky (Authority Brands): Mister Sparky is an Authority Brands sister franchise providing residential electrical services. While not directly comparable in product, it shares ASP's franchise operating model, Authority Brands support infrastructure, and customer base of residential homeowners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ASPpoolco

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 America's Swimming Pool Co.