Midwest Pool Management

What Midwest Pool Management does

Midwest Pool Management is a privately held, Missouri-based provider of aquatic facility management services operating since 1967. The company delivers recurring managed-services contracts for the day-to-day operation of swimming pools and aquatic facilities across four customer segments: municipalities and public entities, private clubs, residential subdivisions and HOAs, and apartment complexes. Service coverage is anchored by two regional offices — a headquarters in Earth City, MO (St. Louis metro) and a regional office in Independence, MO (Kansas City metro) — with seasonal staffing that scales to 1,500+ aquatic personnel per year.

The company's product surface is organized around four interlocking offerings: Pool Management (core operations, staffing, ADA compliance), Lifeguard Training Programs (delivered as a Regional Training Center for StarGuard Elite / Starfish Aquatics Institute, integrating CPR, First Aid, Bloodborne Pathogens, Emergency Oxygen, and AED certification), Aquatic Consulting (pre-construction, operational, and evaluation engagements), and Swim Lessons (a six-level curriculum from Shrimp through Seal delivered at municipal and private club sites). The technology layer is intentionally lean: DigiQuatics is used for workforce scheduling across the seasonal lifeguard base, and Cognito Forms handles swim lesson registration. No proprietary AI/ML, data flywheel, or developer platform components were disclosed.

Commercially, the company runs a sales-led, direct B2B go-to-market in which prospective clients request bids via a website form, followed by likely site visits and contract negotiation. Revenue is generated primarily through recurring managed-services contracts (priced quote-by-quote against facility size and scope), with secondary streams from training/certification, consulting, and swim lessons. Go-to-market channels include a content-and-inquiry website, four active social media profiles per metro (Facebook, Instagram, Twitter/X, LinkedIn), and an employee referral channel powered by the Mitc CWM job portal. Pricing is not publicly disclosed, and the company has not raised outside funding.

Name

Midwest Pool Management

Legal name

Midwest Pool Management

Website

https://midwestpool.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Midwest Pool Management is a Missouri-based, privately held aquatic facility operator founded in 1967 that delivers recurring pool management, lifeguard training, aquatic consulting, and swim lessons to municipalities, private clubs, HOAs, and apartment complexes across the St. Louis and Kansas City metros, supported by 1,500+ seasonal staff annually.

Ownership category

akta.pro rank

Product category

Aquatic Facility Management Services

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Facilities Support Management Services (8744)

akta.pro primary industry

Pool Opening & Seasonal Startup (HSAIALAD)

akta.pro secondary industry

Water Testing & Chemical Balancing (HSAIALAB)

Keywords

• Aquatic facility management
• Pool management services
• Lifeguard training programs
• Swim lesson instruction
• Aquatic consulting services

Headquarters

HQ city

Maryland Heights

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pool Management Contracts: Recurring management contracts for aquatic facilities, providing comprehensive pool operations, staffing, and day-to-day management services to municipalities, private clubs, subdivisions, and apartment complexes.
2. Training and Certification Services: StarGuard Elite lifeguard training and certification programs offered through their Regional Training Center status. Generates revenue from training courses for their own staff and potentially external participants.
3. Consulting Services: Pre-construction, operational, and evaluation consulting services for aquatic facilities, including feasibility studies, operational plans, equipment selection, and operational efficiency assessments.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Midwest Pool Management provides outsourced swimming pool management for municipalities, private clubs, subdivisions, and apartment complexes, including daily operations, trained lifeguard staffing, regulatory compliance, and customer service. The company complements these management contracts with lifeguard training and certification (as a StarGuard Elite Regional Training Center), aquatic consulting for facility design and operational evaluation, and structured swim lesson programs across six progressive skill levels.

Product overview

Midwest Pool Management is a swimming pool management service company operating since 1967. The company offers a unified suite of aquatic management services centered around its core Pool Management Services, supplemented by Lifeguard Training Programs (as a StarGuard Elite Regional Training Center), Swim Lesson Programs with six progressive skill levels, and Aquatic Consulting Services for facility design, construction, and operations. The company manages pools for municipalities, private clubs, subdivisions, and apartment complexes across Missouri, hiring over 1,500 aquatic staff annually. The four named service areas form an integrated offering: management handles day-to-day operations, training ensures certified staff, consulting supports strategic decisions, and swim lessons provide community programming.

Differentiator

Problem solved

Functional benefit

Products and services

• Pool Management Services Comprehensive swimming pool management services for municipal facilities, private clubs, subdivisions, and apartment complexes, including daily operations, staff management, customer service, and ADA compliance.
• Lifeguard Training Programs Training programs for lifeguards and aquatic staff conducted as a Regional Training Center for StarGuard Elite, including drowning prevention, surveillance, CPR, First Aid, Bloodborne Pathogens, Emergency Oxygen, and AED certification.
• Aquatic Consulting Services Consulting services for pre-construction planning, operational construction support, and facility evaluation, including staffing requirements evaluation, operational plans, equipment selection, feasibility studies, and safety inspections.
• Swim Lesson Programs Structured swim lesson programs for children from 6 months to advanced levels across six progressive levels (Shrimp, Seahorse, Starfish, Guppy, Flipper, Seal), teaching skills from water comfort to advanced stroke development.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Starfish Aquatics InstitutecoreStrategic or Co-development PartnerStarfish Aquatics Institute partnership. Company serves as a Regional Training Center for StarGuard Elite, a nationwide network of experienced aquatic professionals providing programs and training. StarGuard certification integrates CPR, First Aid, Bloodborne Pathogens, and AED training.
• Association of Aquatic ProfessionalsminorStrategic or Co-development PartnerProfessional association membership supporting industry standards and professional development in aquatic facility management.
• World Waterpark AssociationminorStrategic or Co-development PartnerProfessional association membership connecting the company with waterpark industry best practices and standards.
• Kansas Recreation & Parks AssociationminorStrategic or Co-development PartnerRegional professional association membership supporting recreation and parks industry connections in the Kansas service territory.
• Missouri Parks and Recreation AssociationminorStrategic or Co-development PartnerRegional professional association membership supporting recreation and parks industry connections in the Missouri service territory.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• American Pool Enterprises: One of the largest commercial pool management companies in the Northeast, providing lifeguard staffing, facility management, and aquatic services to municipalities, country clubs, and HOAs — directly comparable operating model and customer mix to Midwest Pool Management.
• National Aquatic Services: Commercial swimming pool management and aquatic services firm serving municipal, military, and private-club facilities, with parallel service offerings in operations, lifeguard staffing, and consulting.
• Premier Pools & Spas: National pool service and management company with commercial and residential divisions; competes in the same pool operations, maintenance, and renovation services space as Midwest Pool Management.

Emerging players

• Starfish Aquatics Institute: Aquatic safety and training organization that issues StarGuard Elite lifeguard certification; Midwest Pool Management operates as one of its Regional Training Centers, making Starfish both a partner and a partial competitor in the certification/training vertical.
• Jeff Ellis & Associates: Aquatic risk management, lifeguard training, and aquatic facility consulting firm; overlaps with Midwest Pool Management's training and consulting service lines rather than full facility management.
• Big Blue Swim School: Fast-growing franchise operator of swim lesson programs for children; directly comparable to Midwest Pool Management's structured six-level swim lesson business and could expand into Midwest markets.

Broad incumbents

• ABM Industries: Large publicly traded facility-services conglomerate offering janitorial, parking, and integrated facility management; represents a broad incumbent that could move into specialized aquatic facility management with greater scale and capital.
• ServiceMaster: Established facility-services platform across commercial cleaning, restoration, and maintenance; comparable as a broader facility-services peer with potential to expand into specialized aquatic management.
• Sodexo: Global facility management and food services company with significant presence in education, recreation, and corporate campuses — overlapping customer segments where aquatic facility services are procured.

Others

• Pool Corporation: Largest wholesale distributor of pool supplies, equipment, and parts; not a direct competitor but a key supplier ecosystem participant whose pricing and product availability directly affect Midwest Pool Management's input costs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/mpm_stl
• Facebookfacebook.com/mpmstl
• LinkedInlinkedin.com/company/midwest-pool-management
• Instagraminstagram.com/mpm_stl

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Midwest Pool Management