Fitz’s Fish Ponds
Fitz's Fish Ponds is a privately held New Jersey-based pond construction, service, and aquatics retailer serving residential homeowners, koi enthusiasts, and commercial properties across NJ, PA, and TN via 9 retail locations and e-commerce, while operating as the largest US importer of Japanese koi.
- Company typePrivate
- Founded2010
- HeadquartersFairfield, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Fitz’s Fish Ponds does
Fitz's Fish Ponds is a privately held, multi-channel pond and aquatics company founded circa 2010 and headquartered in Fairfield, New Jersey. The company designs, builds, and services custom water features — including water gardens, pondless waterfalls, and dedicated koi ponds — for residential and commercial customers, while also operating 9 retail locations across New Jersey, Pennsylvania, and Tennessee plus a global e-commerce storefront. Its product surface spans pond construction services, a comprehensive catalog of pond equipment (pumps, filtration, UV clarifiers, ionizers from brands such as Atlantic/Oase, Aquascape, and Bermuda), Japanese imported koi sourced directly from 40+ breeders across 56 varieties, fish health services delivered through an in-house aquatic veterinarian, landscaping and hardscaping, and large-pond/lake management.
The business operates six primary revenue streams: project-based pond construction and installation contracts; one-time sale of imported Japanese koi (individual fish priced $120-$735 and pond packs $150-$735); hardware sales of pond supplies and equipment via e-commerce and retail; recurring pond service and maintenance (cleaning, winterization, repair visits starting at $229); specialized fish health services (vet follow-ups starting at $500); and a wholesale koi program for B2B resellers. Go-to-market combines brick-and-mortar retail, e-commerce, on-site consultation and installation services, community-driven events (Koi Fest, Plant Fest, Aquascaping classes, Japan koi sourcing trips), and a content/blog funnel.
Customer segments are primarily residential homeowners and koi enthusiasts, with a secondary commercial/municipal segment for large pond and lake management. The company positions itself as the largest US importer of Japanese koi and the only operator in its industry with an in-house aquatic veterinarian, supported by Inc. 5000 recognition, a 4.9 average Google rating across 600+ reviews, and a service operation active for over a decade. Geographic reach currently spans NJ, NY, PA, and TN, with recent Tennessee expansion (Chattanooga and Franklin in 2025) and a Florida pop-up signaling further geographic ambition.
Fitz’s Fish Ponds firmographics
Firmographics- Name
- Fitz’s Fish Ponds
- Legal name
- Fitz's Fish Ponds
- Website
- https://fitzfishponds.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fitz's Fish Ponds is a privately held New Jersey-based pond construction, service, and aquatics retailer serving residential homeowners, koi enthusiasts, and commercial properties across NJ, PA, and TN via 9 retail locations and e-commerce, while operating as the largest US importer of Japanese koi.
- Ownership category
- akta.pro rank
Where Fitz’s Fish Ponds is headquartered
LocationHeadquarters
- HQ city
- Fairfield
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
Fitz’s Fish Ponds business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Pond Construction & Installation: Custom pond design, installation, and construction services including water gardens, pondless water features, dedicated koi ponds, and associated landscaping/hardscaping. Revenue generated through project-based contracts with consultation, design, and construction phases.
- Japanese Imported Koi Sales: Sale of Japanese imported Koi fish with 56 varieties sourced from over 40 Japanese breeders. Products include individual koi and pond packs at various price points.
- Pond Supplies & Equipment: E-commerce and in-store sales of pond equipment including pumps, filters, UV clarifiers, ionizers, lighting, water treatments, liner repair kits, and replacement parts from brands like Bermuda, Atlantic/Oase, Aquascape, and others.
- Pond Service & Maintenance: Recurring revenue from maintenance services including pond cleaning, winterization, water testing, and repair services. Service visits starting at $229.
- Fish Health Services: Specialized aquatic veterinary services including follow-up sick visits with aquatic veterinarian starting at $500, fish health technician visits, and advanced water testing.
- Wholesale Koi Program: B2B program allowing retailers to purchase Japanese Koi at wholesale prices for resale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Water Feature Repair Service Visits |
| Unit Pricing | Pay-as-you-go | Aquatic Veterinarian Follow-up Visit |
| Unit Pricing | Pay-as-you-go | Japanese Koi Individual Fish |
| Unit Pricing | Pay-as-you-go | Koi Pond Packs |
| Unit Pricing | Pay-as-you-go | Pond Equipment Parts |
| Other | Pay-as-you-go | Shipping Policy |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Fitz’s Fish Ponds product offering
Product offeringCore offering
Fitz's Fish Ponds designs, builds, and services custom ponds, waterfalls, water gardens, and other water features for residential and commercial clients. The company also sells 56 varieties of Japanese imported Koi sourced directly from 40+ Japanese breeders, operates a full-service pond supply e-commerce and retail business (pumps, filtration, ionizers, UV clarifiers, kits), provides fish health services through an in-house aquatic veterinarian, and runs a wholesale Koi program for retailers.
Product overview
Fitz's Fish Ponds is a specialized pond and aquatics retail and service company operating as a multi-location e-commerce platform. The company offers an integrated portfolio combining (1) expert pond construction services for residential and commercial clients, (2) comprehensive maintenance including fish health care with in-house veterinary services, (3) Japanese imported koi sales sourced directly from Japan through farm trips, and (4) a full e-commerce catalog of water garden products including pumps, filtration systems, UV clarifiers, ionizers (Atlantic Triton, Anjon), aquarium/aquascaping supplies, and decorative ornaments. The business operates 9 retail locations across New Jersey, Pennsylvania, and Tennessee, combining brick-and-mortar retail with online sales.
Differentiator
Problem solved
Functional benefit
Brands
- FFP Aquariums & Aquascaping: Specialized aquarium and aquascaping retail division operating within select Fitz's Fish Ponds retail locations (Green Brook and New Hope), offering aquarium filters, aquatic plants, aquarium lighting, livestock, and aquascaping services.
Products and services
- Pond Construction Services Expert pond construction services including water gardens, pondless water features, and dedicated koi ponds tailored to residential and commercial client needs, delivered through project-based contracts covering consultation, design, and construction phases.
- Pond Service & Maintenance Comprehensive pond maintenance services including cleaning, winterization, and ongoing maintenance for residential and commercial ponds, with year-round service visits starting at $229.
- Fish Health Services Professional fish health care including treatment for common fish illnesses and diseases, fish euthanization, and fish necropsy services, delivered by an in-house aquatic veterinarian with follow-up visits starting at $500.
- Aquarium & Aquascaping Services Specialized aquarium and aquascaping services including new aquascape design and setup, maintenance, and aquarium makeovers, provided under the FFP Aquariums & Aquascaping sub-brand.
- Landscaping & Hardscaping Upscale landscape transformation services including design, construction, masonry, stonework, and plantings designed to integrate with pond and water feature installations.
- Large Pond & Lake Management Management services for large ponds and lakes including floating aeration, decorative fountains, diffused water aeration, and lake water treatments for commercial and municipal properties.
- Japanese Imported Koi Collection of 56 imported Japanese Koi varieties sourced directly from 40+ breeders, including individual koi and pond packs at various price points, shipped Monday-Wednesday only.
- Water Garden Equipment & Supplies Wide range of pond supplies including pumps, aeration, filtration, complete pond kits, pond lighting, water testing, water treatments, and replacement parts from brands including Bermuda, Atlantic/Oase, Aquascape, EasyPro, and Savio.
- Atlantic Triton Ionizer Advanced water feature control system with minimal maintenance designed for decorative ponds and water gardens, sold as a standalone product to improve water clarity and quality.
- Anjon Ionizer Standalone water treatment device that controls algae growth, improves water clarity, and reduces the need for chemical treatments by releasing copper and silver ions into pond water.
- Aquarium & Aquascaping Products Complete aquarium and aquascaping supplies including filters, aquatic plants, lighting, livestock, CO2 systems, substrates, hardscape, and water conditioners carried under the FFP Aquariums & Aquascaping sub-brand.
- Bermuda Spitting Koi Ornament Decorative pondside ornament combining artisan craftsmanship with dynamic water projection functionality, sold as a standalone product.
- Bermuda Spitting Tortoise Ornament Decorative pondside ornament featuring a tortoise design with interactive water projection capabilities, sold as a standalone product.
- Koi Sourcing Trips to Japan Organized Koi sourcing trips to Japan including visits to the All Japan Koi Show, autumn trips, and spring trips to source from world-class breeders.
- Aquascaping 101 Classes Educational group classes teaching aquascaping techniques, held at various Fitz's Fish Ponds retail locations.
- Complete Pond Kits All-in-one pond building kits from brands including Aquascape, Atlantic, EasyPro, and Savio, available in configurations for various pond sizes.
- Wholesale Koi Program B2B program allowing qualified retailers to purchase Japanese Koi at wholesale pricing for resale to their own customers.
Quantifiable outcome
- 4.9-star average Google rating from over 600 reviews
- +2 more outcomes
Companies that use Fitz’s Fish Ponds
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Fitz’s Fish Ponds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fitz’s Fish Ponds partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor and core.
- Off The Hook Comedy ClubminorCo-hosted a Koi Fish Pop-Up Shop event in Naples, FL on February 22-23, 2025. The partnership combined Fitz's Fish Ponds' koi expertise with the comedy club's venue and audience for a community event featuring koi sales, giveaways, and entertainment.
- Off The Hook Comedy ClubminorPartner venue for Grand Opening events, providing location and promotional support for Koi Fest and other community events.
- Aokiya Koi FarmcorePrimary Japanese koi breeder supplying high-quality koi. Fitz's imports directly from this farm as part of their Japanese Koi sourcing program.
- Dainichi Koi FarmcoreMajor Japanese koi breeder in the Fitz's import program, supplying premium koi varieties.
- Hiroi Koi FarmcoreJapanese koi breeder partner for the direct import program.
- Ikarashi Koi FarmcoreJapanese koi breeder supplying varieties including Ikarashi Ozumi and Kazuto Ikarashi through the direct import program.
- Isa Koi FarmcoreJapanese koi breeder partner in the import program.
- Izumiya Koi FarmcoreJapanese koi breeder supplying koi through the direct import program.
- Kaneko Koi FarmcoreJapanese koi breeder supplying Tamasaba and other varieties to Fitz's through direct import.
- Koda Koi FarmcoreJapanese koi breeder supplying koi through the import program.
- Suda Koi FarmcoreJapanese koi breeder supplying Butterfly Koi varieties to Fitz's through direct import.
- Yoshino Koi FarmcoreJapanese koi breeder supplying high-quality koi through the import program.
- Omosako Koi FarmcoreJapanese koi breeder partner in the direct import program.
Scale indicators8 records
Recent moves13 records
Expansion highlights5 records
Fitz’s Fish Ponds competitors and assessment
Company assessmentDirect peers
- Aquascape Inc. Aquascape Inc. is a major US manufacturer and designer of ecosystem ponds, water features, and pond equipment with a strong contractor/retail network. Like Fitz's, it combines pond construction with retail and supplies distribution, making it the closest head-to-head peer.
- Kloubec Koi Farm: Kloubec Koi Farm is a US koi breeder and online retailer offering imported Japanese koi alongside domestically bred varieties. It overlaps with Fitz's on Japanese koi sourcing, retail sales, and hobbyist education.
- Next Generation Koi & Pond: Next Generation Koi & Pond is a US-based koi retailer and pond service provider offering imported Japanese koi plus installation and maintenance services. Competes directly with Fitz's on koi sales, pond construction, and servicing in the regional pond-care market.
- Black Water Creek Koi Farms: Black Water Creek Koi Farms breeds and distributes high-quality koi to hobbyists and retailers across the US. Comparable in its focus on show-quality and imported koi sales, mirroring Fitz's wholesale and direct-to-consumer program.
- EasyPro Pond Products: EasyPro Pond Products manufactures and distributes a broad line of pond and water feature equipment (aerators, filters, fountains) through dealers and its own storefront. Comparable to Fitz's as a multi-channel pond equipment supplier serving retailers and end consumers.
- Scott David Koi Farms: Scott David Koi Farms is a US koi operation focused on imported and domestically bred koi sold to collectors and dealers. Overlaps with Fitz's Japanese Koi import program and wholesale/dealer business model.
- Imperial Tropicals: Imperial Tropicals is an established online retailer of tropical fish, koi, and pond/aquarium livestock serving hobbyists nationwide. Comparable to Fitz's e-commerce and wholesale aquatic livestock distribution.
Broad incumbents
- OASE Living Water: OASE (formerly Oase) is a large German-based manufacturer of pond pumps, filters, and water-feature equipment with established US distribution. It overlaps with Fitz's on pond equipment sales but operates at a different scale as a manufacturer/distributor rather than retailer/installer.
Others
- Atlantic-OASE Professional Group: Atlantic-OASE is a US distributor of pond and water-feature equipment brands (formerly Atlantic Professional Group) supplying Fitz's stores with pumps, filters, and water treatments. Acts as a supplier ecosystem partner rather than direct competitor.
- Hikari USA: Hikari USA is a leading manufacturer of premium fish food and aquatic health products. It is a supplier partner to Fitz's rather than a competitor, stocking the brand in its retail stores for ornamental and koi nutrition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Fitz’s Fish Ponds social profiles
Digital presenceFitz’s Fish Ponds financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fitz’s Fish Ponds leadership team
Management profileNumber of profiles
Fitz’s Fish Ponds funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fitz’s Fish Ponds M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fitz’s Fish Ponds
What does Fitz’s Fish Ponds do?
Fitz's Fish Ponds designs, builds, and services custom ponds, waterfalls, water gardens, and other water features for residential and commercial clients. The company also sells 56 varieties of Japanese imported Koi sourced directly from 40+ Japanese breeders, operates a full-service pond supply e-commerce and retail business (pumps, filtration, ionizers, UV clarifiers, kits), provides fish health services through an in-house aquatic veterinarian, and runs a wholesale Koi program for retailers.
Is Fitz’s Fish Ponds a public or private company?
Fitz’s Fish Ponds is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fitz’s Fish Ponds founded?
Fitz’s Fish Ponds was founded in 2010. It employs 11 to 50 people.
Where is Fitz’s Fish Ponds based?
Fitz’s Fish Ponds is headquartered in Fairfield, United States, in the North America region.
How does Fitz’s Fish Ponds make money?
Six revenue lines are on record. Pond Construction & Installation is the primary driver. The others are japanese Imported Koi Sales, pond Supplies & Equipment, pond Service & Maintenance, fish Health Services and wholesale Koi Program.
Who are Fitz’s Fish Ponds's main competitors?
Direct peers on record are Aquascape Inc., Kloubec Koi Farm, Next Generation Koi & Pond, Black Water Creek Koi Farms, EasyPro Pond Products, Scott David Koi Farms and Imperial Tropicals. OASE Living Water is listed as a broad incumbent. Others are Atlantic-OASE Professional Group and Hikari USA.
Does Fitz’s Fish Ponds have an API?
No public API is recorded for Fitz’s Fish Ponds.