In The Swim

What In The Swim does

In The Swim is a privately held direct-to-consumer e-commerce retailer of swimming pool and spa supplies, founded in 1982 and headquartered at 320 Industrial Drive, West Chicago, Illinois. The company operates a single fulfillment node serving the 48 contiguous US states (explicitly excluding Hawaii, Alaska, and Puerto Rico) and supports transactions via intheswim.com alongside phone (1-800-288-7946) and email ([email protected]) channels. Its catalog spans pool chemicals (chlorine, bromine, shock, algaecides, clarifiers, balancers, stain removers), pool equipment (pumps, filters, heaters, cleaners, salt cells, lights, chemical feeders from Hayward, Pentair, and Polaris), pool covers (solar, winter, safety), pool liners (above-ground and custom inground vinyl), pool parts, ladders and steps, slides, diving boards, floats, deck equipment, and spas (AquaRest sub-brand).

The storefront is anchored by an extensive parts finder system covering more than 10,000 SKUs and supplemented by an inground liner instant estimate tool and oval liner custom measurement form that capture bead type, wall height, hopper depth, and bottom contour to enable self-service custom liner ordering. The product mix blends third-party brands with private-label In The Swim branded chemical bundles and EPE foam pool noodles. Pricing is transactional/pay-as-you-go with a $100 free-shipping threshold, price points ranging from $1.69 replacement cords to $1,099.99 designer handrails, and Affirm-backed installment financing available for higher-ticket items such as inground liners starting at $772.57.

Revenue is generated almost entirely through one-time sales of merchandise, with no subscription, leasing, or service-contract model apparent in the data. Acquisition is driven primarily by an educational content engine (blog, eGuides, DIY installation guides, weekly email newsletter) targeting residential pool owners as the primary segment, with commercial pool operators and DIY-oriented homeowners serving as secondary segments. The company has a single disclosed funding event in March 2005 (Founders Equity) and no parent company, M&A activity, or disclosed leadership team in the aggregated data.

Name

In The Swim

Legal name

In The Swim

Website

https://intheswim.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

51–100 employees

Short description

In The Swim is a privately held direct-to-consumer e-commerce retailer founded in 1982 and headquartered in West Chicago, Illinois, selling swimming pool and spa supplies, equipment, parts, covers, liners, and chemicals to residential and commercial pool owners across the 48 contiguous US states.

Ownership category

akta.pro rank

Product category

Swimming Pool Supplies Retail

akta.pro primary industry

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

akta.pro secondary industries

Water Testing & Chemical Balancing (HSAIALAB), Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL)

Keywords

• Pool supplies retail
• Swimming pool chemicals
• Pool equipment parts
• Pool maintenance products
• Spa and hot tub supplies

Headquarters

HQ city

West Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Pool Supplies E-commerce: In The Swim generates revenue through direct-to-consumer sales of pool supplies, equipment, chemicals, and parts via their e-commerce platform. They sell both third-party branded products and their own private-label In The Swim branded items including pool chemicals and foam pool noodles.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

In The Swim is a direct-to-consumer e-commerce retailer of swimming pool and spa supplies, selling pool chemicals (chlorine, shock, algaecides, balancers, clarifiers), pool equipment (pumps, filters, cleaners, heaters, chlorine generators, lights), pool covers (solar, winter, safety), inground and above-ground pool liners, replacement parts, ladders, handrails, slides, diving boards, floats, and AquaRest hot tubs. The catalog mixes third-party brands (Hayward, Pentair, Polaris, S.R. Smith, Saftron, Inter-Fab, Confer Plastics, Loop Loc, GLI, AquaPRO) with the company's own private-label In The Swim branded pool chemicals and foam pool noodles. Sales are fulfilled via intheswim.com, a 1-800 phone line, and customer-care email, with shipping limited to the 48 contiguous U.S. states.

Product overview

In The Swim is an online swimming pool and spa supply store offering a comprehensive portfolio of products organized into major categories: pool chemicals (chlorine, bromine, shock, balancers, algaecides, clarifiers), pool covers (solar, winter, safety, leaf catchers), pool equipment (pumps, filters, cleaners, heaters, chlorine generators, lights, chemical feeders from Hayward, Pentair, and Polaris), pools and pool accessories (liners, ladders, slides, diving boards, floats), pool parts, spas and hot tubs (AquaRest), and deck equipment parts. The company also offers its own private-label In The Swim branded foam pool noodles and branded pool chemical bundles. Custom tools include an inground liner instant estimate tool and oval liner measurement form. In The Swim operates as a direct-to-consumer e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• AquaRest: Hot tub brand sold through In The Swim

Products and services

• Pool Chemicals Sanitizers (chlorine and bromine), shock treatments, water balancers, algaecides, clarifiers, stain removers, chlorine-free alternatives, start-up kits, water testing products, and cleaning chemicals, sold in sizes including 25 lb and 50 lb chlorine tablet packs and a 24-pack shock treatment bag. In The Swim also sells its own private-label In The Swim Pool Chemical Bundles under this category. The category targets residential pool owners performing routine water care and seasonal opening/closing.
• Pool Covers Solar pool covers, solar cover reels, solar heaters, solar sun rings, winter pool covers, safety pool covers, leaf catchers, and liquid solar covers for above-ground and inground pools. The category targets residential pool owners managing heat retention, debris, winterization, and child/pet safety.
• Pool Equipment Pool pumps (above-ground, inground, variable speed), pool filters (sand, cartridge, DE), pool cleaners (robotic, pressure, suction, handheld), pool heaters (natural gas, propane, electric heat pumps, solar, chillers), chlorine generators and salt cells, pool lights, and chemical feeders (mineral purifiers, automatic feeders, floaters). The category carries dedicated shop pages for the Hayward, Pentair, and Polaris brands. The category targets residential and light-commercial pool owners replacing or upgrading mechanical equipment.
• Pools and Pool Accessories Complete above-ground pools, soft-sided pools, Best Value Pool Kits (Weekender brand), pool ladders and steps, alarms and safety equipment, pool slides, diving boards, pool floats and toys, patio umbrellas, outdoor entertainment, outdoor furniture, storage solutions, skimmers, vacuum heads and hoses, and pool paint and deck coatings. The category targets residential pool owners outfitting and accessorizing a backyard pool.
• Inground Pool Liners Custom inground vinyl pool liners made from 100% virgin vinyl, available in multiple patterns, with closeout pricing starting at $772.57 and interest-free monthly payments of $69.73 via Affirm. Sold alongside DIY installation guidance and custom measurement tools (oval liner measurement form, inground liner instant estimate). The offering targets DIY homeowners replacing their own inground liner.
• Pool Parts Replacement filter cartridges, filter parts, pool cleaner parts, pool pump parts, pool heater parts, pool pump motors, chlorinator parts, and salt system parts, browsable via a 10,000+ SKU parts finder tool. The category targets pool owners and service technicians repairing existing equipment.
• Spas and Hot Tubs (AquaRest) AquaRest hot tubs sold as the company's house brand, with companion offerings including spa covers (custom builder tool), spa and hot tub chemicals, spa equipment, spa accessories, spa steps and rails, and spa fragrances. The offering targets residential hot tub owners and buyers.
• In The Swim Branded Foam Pool Noodles In The Swim private-label foam pool noodles (EPE foam, water-resistant) sold in 40-pack multi-packs in assorted colors (Red, Pink, Blue, Jewel) at $59.99 (reduced from $79.99) and in Super Swim 40-pack and Foam Swim Red 40-pack variants. The offering targets residential pool owners, community pools, and commercial buyers of bulk pool toys.
• Pool Handrails and Grab Rails Pool handrails and grab rails from Saftron (polymer), S.R. Smith, and Inter-Fab (stainless steel), ranging from basic 3-bend stair rails to designer deck-to-stair rails up to ~$1,099.99. Available in multiple bend styles, materials, colors, and grades for residential and commercial inground pools.
• Above Ground Pool Ladders & Steps Above-ground pool ladders and steps from Confer Plastics, Main Access, and Vinyl Works of Canada, including A-frame safety ladders (Roll Guard, Evolution), adjustable heavy-duty deck ladders, pool step systems (CCX curve steps), deck entry systems, and smart step units sized for 48"–54" pool walls. The offering targets residential above-ground pool owners.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Pinch A Penny: Pinch A Penny is a US franchise-based pool supplies retailer offering chemicals, equipment, parts, and accessories to residential pool owners. It competes with In The Swim on the same core product categories but primarily through local franchise storefronts rather than pure e-commerce.
• Royal Swimming Pools: Royal Swimming Pools is an online retailer of above-ground pools, pool liners, equipment, and accessories. It directly competes with In The Swim in the e-commerce channel, particularly in pool kits, liners, and equipment for residential pool owners.
• Doheny's Pool Supplies: Doheny's is a long-established pool supplies retailer with online and regional storefronts, selling pool chemicals, equipment, parts, and pool accessories. It is directly comparable to In The Swim in catalog breadth and target customer (residential pool owners), though it has a stronger California concentration.
• Splash Supercenter: Splash Supercenter is an online pool supplies retailer offering above-ground pools, equipment, chemicals, liners, and accessories. It competes with In The Swim in the direct-to-consumer e-commerce channel for both DIY pool buyers and ongoing consumables customers.
• Pool Warehouse: Pool Warehouse is an online specialty retailer of pool equipment, chemicals, parts, and accessories targeting residential pool owners. It is a direct e-commerce-only peer with a comparable product mix and customer base to In The Swim, particularly in equipment and replacement parts.
• Leslie's: Leslie's is the largest US specialty retailer of pool supplies, chemicals, equipment, and parts, operating both e-commerce and a large brick-and-mortar footprint. It is the most directly comparable competitor to In The Swim, selling overlapping product categories to residential pool owners nationwide.

Broad incumbents

• Pool Corporation (PoolCorp): PoolCorp is the world's largest wholesale distributor of swimming pool supplies, equipment, and related products. While B2B rather than B2C, it sits in the same supply ecosystem and ultimately serves overlapping end customers, making it a broad incumbent comparable to In The Swim's product universe.
• Lowe's: Lowe's is a national home improvement retailer with a pool supplies and outdoor living assortment including chemicals, pumps, filters, and accessories. It serves the same residential pool owner customer as In The Swim but treats pool as one of many home improvement categories.
• Amazon: Amazon operates a third-party marketplace with extensive pool chemicals, accessories, and equipment listings from multiple sellers. It competes with In The Swim on selection, price, and shipping speed for the commoditized subset of pool supplies, particularly consumables and accessories.
• Home Depot: Home Depot is a national home improvement retailer carrying a broad pool supplies assortment including chemicals, equipment, covers, and accessories. It overlaps with In The Swim on a meaningful subset of categories and competes for the same DIY residential pool owner, but pool is a small slice of its overall portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks3 records

Key highlights6 records

Customer concentration

• Xx.com/intheswimmers
• Facebookfacebook.com/InTheSwim
• LinkedInlinkedin.com/company/in-the-swim

Revenue estimate

Valuation estimate

Number of profiles

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 In The Swim