What Watertronics does

Watertronics is a Hartland, Wisconsin-based manufacturer of custom pumping solutions for golf course irrigation, agricultural irrigation, landscape/turf irrigation, municipal water management, and industrial applications. The company was founded in 1987 as a division of Reinders Inc., became independent in 1994, was sold to Lindsay Corporation in 2008, and was bought back by co-CEOs Rick Reinders and Chip Carlson in 2018. Watertronics operates over 200,000 square feet of manufacturing capacity, including a dedicated 88,000-gallon dynamic test facility capable of testing pump stations at up to 20,000 GPM, a UL 508A-certified electrical control panel shop, and a composite manufacturing facility, with 700+ engineered systems shipped annually.

The company's product portfolio spans the WaterMax self-enclosed pumping system family (Pulse, 5000, 7000, 9000), custom vertical turbine and BlackMax submersible pump stations, and SkyHarvester rainwater harvesting systems, supported by the WaterVision 2.5 cloud telemetry platform, Well Sentry well monitoring devices, and patented components including the Electronic Butterfly Valve (EBV) pressure regulation system and Dynamic Demand Control closed-loop algorithm. Roughly 70% of revenue comes from engineered-to-order systems with typical 3-6 week engineering cycles, while ~25% comes from catalog/off-the-shelf products. The business model combines direct enterprise field sales with regional representatives across five continents, a certified Pump Service Network (PSN) of 200+ independent field technicians worldwide, and post-sale aftermarket parts, maintenance, and telemetry subscriptions.

Watertronics maintains UL-listed packaged pump stations and serves a diversified customer base including Pinehurst Resort, Caltrans, Central Park, SEATAC Airport, Cincinnati Zoo, the Navajo Gallup Water Supply Project, and the Rio 2016 Olympics golf course. Notable recent strategic moves include the 2024 launch of the Well Sentry well monitoring product, the February 2026 integration partnership with Rain Bird's CirrusPRO platform, and continued geographic expansion into Sub-Saharan Africa and MENA markets. The company has no disclosed venture capital or private equity investment and is privately held by its co-CEOs.

Name

Watertronics

Legal name

Watertronics LLC

Website

https://watertronics.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

51–100 employees

Short description

Watertronics is a Wisconsin-based manufacturer of custom pumping solutions for golf, agricultural, landscape, municipal, and industrial water management applications, serving customers across five continents with engineered-to-order pump stations, cloud telemetry, and a global certified service network.

Ownership category

akta.pro rank

Product category

Industrial Pumping Systems

NAICS

Pump and Compressor Manufacturing (33391), Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914), Water Supply and Irrigation Systems (22131), Water Supply and Irrigation Systems (221310), Fluid Power Pump and Motor Manufacturing (333996)

SIC

Pumps & Pumping Equipment (3561), Water Supply (4941), Water, Sewer, Pipeline, Comm & Power Line Construction (1623)

akta.pro primary industry

Pump & Compressor Packages (Skids, Booster Sets) (IMAHANAG)

akta.pro secondary industries

Pump, Well & Booster System Service for Irrigation (HSAIAEAI), Water & Wastewater Pipeline Pumping/Booster Stations & Pressure Management (Conveyance) (TLAGAHAJ), Treated Water Storage & Pressure Management (Reservoirs, Tanks, Booster Stations) (EUANAAAD), Water Source Development & Conveyance (Intakes, Canals, Pipelines) (AFACAFAH)

Keywords

• Custom pumping solutions
• Irrigation pump stations
• Golf irrigation systems
• Variable frequency drives
• Cloud telemetry monitoring

Headquarters

HQ city

Hartland

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pump Station Sales: Custom and configured-to-order pumping systems including vertical turbine pump stations, horizontal centrifugal pump stations, submersible sled-mounted pump stations (BlackMax), and WaterMax self-enclosed systems. Mix of engineered-to-order (70%) and catalog/off-the-shelf (25%) products.
2. Control Panels and Telemetry: Electrical control panels with VFD controls, variable frequency drives, soft starts, and programmable logic controllers. WaterVision telemetry products for monitoring and control.
3. Aftermarket Parts and Upgrades: Replacement parts and retrofits for any brand of pump station. Well Sentry base units at approximately $6,000 with full-featured units at $10,000.
4. Professional Services: Installation supervision, start-up, operator training, preventative maintenance programs, and service repairs through PSN network. Remote diagnostics and optimization services.
5. Service Network Training: Weeklong factory training courses for PSN technicians required every 2 years, supporting 350+ independent field technicians.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Watertronics designs and manufactures custom and configured pumping stations (vertical turbine, horizontal centrifugal, BlackMax submersible) for golf, agricultural, landscape, municipal/industrial/commercial, rainwater-harvesting, and water-district applications. Approximately 70% of business is engineered-to-order and 25% is catalog/off-the-shelf (WaterMax family), supported by VFD and PLC control panels, the WaterVision 2.5 cloud-telemetry platform, and the patented Electronic Butterfly Valve (EBV) for surge-free pressure regulation. Installation, start-up, training, and aftermarket service are delivered through the in-house team and the Pump Service Network (PSN).

Product overview

Watertronics provides custom pumping solutions for Golf, Landscape, Municipal, Agricultural, and Industrial applications. The product portfolio centers on the WaterMax self-enclosed pumping system family (Pulse, 5000, 7000, 9000) for landscape applications, complemented by custom vertical turbine pump stations, BlackMax submersible systems, and SkyHarvester rainwater harvesting units (SH-80, SH-Micro). These hardware products are supported by WaterVision 2.5 cloud telemetry platform for remote monitoring, control, and predictive analytics; Well Sentry for well monitoring; and Composite Enclosures for equipment protection. Key control components include the patented Electronic Butterfly Valve (EBV) for pressure regulation, VirtualVision 4 touchscreen interface, and VFD control panels. The company offers approximately 25% catalog products and 75% engineered-to-order solutions, with 70% of business involving replacement or upgrade of existing equipment. All pump stations include dynamic factory testing and are supported by the Pump Service Network (PSN) with 200+ certified technicians worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• WaterVision 2.5: Cloud-based telemetry and remote monitoring system for pump stations
• WaterMax
• WaterMax Pulse
• SkyHarvester
• BlackMax
• VirtualVision 4
• Well Sentry
• Electronic Butterfly Valve (EBV)

Products and services

• WaterMax Pulse Compact pre-engineered self-enclosed pumping system designed for schools, parks, sports fields, and residential/commercial landscape irrigation; delivers up to 120 GPM and up to 85 PSI boost with VFD control and optional cellular telemetry.
• WaterMax 5000 Self-enclosed pumping system for landscape/turf irrigation providing a turnkey pumping solution for parks, schools, roadway corridors, and commercial landscapes.
• WaterMax 7000 Mid-size self-enclosed WaterMax pumping system for larger landscape irrigation applications requiring greater flow and pressure than the WaterMax 5000.
• WaterMax 9000 Largest self-enclosed WaterMax pumping system for demanding landscape irrigation projects needing maximum flow and pressure capacity.
• Vertical Turbine Pump Stations Custom-engineered vertical turbine pump stations with ductile-iron bowls and 304 stainless-steel impellers for golf, agricultural, municipal, and industrial applications requiring high flow and corrosion resistance.
• BlackMax Submersible Sled-Mounted Pump Stations Submersible sled-mounted pump stations for irrigation and water management where submersible installation is required; available as catalog or configured-to-order systems.
• WaterVision 2.5 Cloud Telemetry Platform Cloud-based monitoring and control platform for Watertronics and third-party pump stations, with rules-based control for semi-autonomous operation, automated reporting, predictive maintenance alerts, and remote management from any web-enabled device.
• Well Sentry Remote Well Control Remote well monitoring and control device on the WaterVision 2.5 platform, with remote start/stop, prelubrication sequence, vibration sensing, real-time flow/pressure/well-level/power display, and kW/h-per-acre-foot efficiency monitoring.
• SkyHarvester SH-80 Rainwater Harvesting System Commercial-scale rainwater harvesting system with composite tanks (5,000-1,000,000 gallons), VFD-driven pumps, automatic level controls, and automatic source switching between harvested rainwater and city-water backup.
• SkyHarvester SH-Micro Rainwater Harvesting System Compact rainwater harvesting system designed for smaller-scale residential and light-commercial applications.
• Electronic Butterfly Valve (EBV) Patented surge-free electronic pressure-regulation valve that works alongside VFD controls and provides 100% backup pressure regulation in the event of a VFD fault, extending irrigation infrastructure life.
• Composite Enclosures 100% non-corrosive pultruded-fiberglass equipment enclosures with sound attenuation (11 dB standard, up to 20 dB with acoustic insulation), weatherproofing, hurricane wind-load ratings, and thermal insulation options for pump stations and equipment.
• GPIO Kit (General Purpose IO Kit) General Purpose IO Kit that attaches to Watertronics and some third-party pump stations to enable WaterVision 2.5 cloud connectivity and remote monitoring.
• Pump Service Network (PSN) Installation, Maintenance and Training Professional services offering covering installation supervision, start-up, operator training, preventative maintenance, repair, remote diagnostics, and certified technician training delivered through the Pump Service Network of 200+ independent field technicians worldwide.

Quantifiable outcome

• 65% salt reduction in golf course irrigation through source water blending
• +5 more outcomes

Named customers20 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• Rain Bird CorporationcoreTechnology or Integration · 19 February 2026Watertronics partnered with Rain Bird to integrate live pump flow and pressure data into Rain Bird's CirrusPRO software platform for golf course irrigation management. The integration allows superintendents to access Watertronics pump data alongside soil moisture data within a single platform. Currently in development with additional details at future date.
• Spectrum TechnologiescoreTechnology or Integration · 19 February 2026Spectrum Technologies partnered alongside Watertronics for Rain Bird CirrusPRO integration, providing soil moisture data via FieldScout TDR350. Both integrations allow golf course superintendents to access multiple data sources in a single platform.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Rain Bird Corporation: Global leader in golf and landscape irrigation. Rain Bird's CirrusPRO now integrates directly with Watertronics pump telemetry, making it both a customer/channel partner and the dominant adjacent player on the same golf course spec list.
• Valmont Industries: Owner of Valley Irrigation (center pivots) and a global infrastructure coatings provider; directly competes in agricultural pumping and irrigation infrastructure with deep ag dealer networks.
• Franklin Electric: Large manufacturer of water pumping systems, motors, and controls serving agricultural, municipal, and industrial customers globally. Closest public-market comparable on the pumping equipment side, including the Water Well industry segment.

Broad incumbents

• Pentair: Global water solutions provider with pumps, filters, and treatment for residential, commercial, agricultural, and industrial customers. Overlaps in irrigation pumps and booster systems with broader portfolio reach.
• Flowserve Corporation: Major manufacturer of pumps, valves, seals, and automation for power, oil & gas, chemical, and water industries. Competes for large engineered pumping packages in municipal and industrial bids.
• Lindsay Corporation: Publicly traded irrigation infrastructure company (Valley pivots, FieldNET telemetry) that owned Watertronics from 2008-2018. Direct overlap in agricultural irrigation pumping and remote monitoring, and a logical acquirer/partner for cross-sell.
• Xylem: Global water technology leader with a broad pump portfolio (Flygt, Bell & Gossett, Goulds) covering municipal, industrial, and irrigation applications. Competes on large booster stations and smart pumping across the same end markets.
• Grundfos: World's largest pump manufacturer with deep coverage in booster, irrigation, and water utility applications and a strong service network. Competes head-to-head on packaged pumping systems and intelligent pressure management.

Emerging players

• Hunter Industries: Family-owned manufacturer of irrigation components for landscape and golf, increasingly offering pump stations and central control. Adjacent competitor with growing direct overlap in turf irrigation pumping.
• Toro Company: Leading manufacturer of turf and landscape irrigation equipment, including pumps and controls for golf and commercial sites. Overlaps with Watertronics' landscape and golf segments through different channel strengths.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/WatertronicsLLC
• YouTubeyoutube.com/@Watertronics
• LinkedInlinkedin.com/company/watertronics-llc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Watertronics