Swimming Pool Services
Swimming Pool Services is a family-owned pool builder, hot tub retailer, and service provider founded in 1967 in Waukesha, Wisconsin, serving Greater Milwaukee and Southeast Wisconsin with custom inground pool construction, multi-brand hot tub sales, recurring maintenance, and outdoor living installations for residential customers.
- Company typePrivate
- Founded1967
- HeadquartersWaukesha, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Swimming Pool Services does
Swimming Pool Services is a privately held, family-owned pool builder, hot tub retailer, and service operator founded in 1967 and headquartered in Waukesha, Wisconsin. The company designs and constructs custom inground pools — both outdoor and indoor — for residential and commercial clients, with individual project values typically ranging from $200,001 to $500,000+. It is the only Wisconsin-based firm recognized as a Pool & Spa News Top 50 pool builder and has held Top 50 Service Provider status for multiple consecutive years. Operations span custom design and permits, construction, renovation, ongoing route-based maintenance, vinyl liner replacement, and repair services.
The retail and distribution layer covers three authorized hot tub brands — Caldera Spas (premium Utopia, Paradise, and Vacanza series), Fantasy Spas (affordable Premier and Sport plug-and-play lines), and SwimLife swim spas — alongside Cover-Pools automatic pool covers and BioGuard/FROG water care chemistries. Distribution combines a Waukesha showroom, an e-commerce storefront at shop.swimmingpoolservices.com, and on-site sales consultations for construction projects. Financing is offered through Wells Fargo.
Revenue is generated across five streams: one-time custom pool construction ($200K-$500K+ projects), hot tub and swim spa hardware sales ($5K-$30K units), recurring weekly/monthly maintenance subscriptions, water care and supplies retail, and outdoor living installations (fire features, kitchens, pergolas, lighting, pool houses). Geographic reach is concentrated in Greater Milwaukee and Southeast Wisconsin across roughly 15 communities. Customer mix is dominated by residential SMBs, with no publicly disclosed enterprise anchor accounts.
Swimming Pool Services firmographics
Firmographics- Name
- Swimming Pool Services
- Legal name
- Swimming Pool Services
- Website
- https://swimmingpoolservices.com
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Swimming Pool Services is a family-owned pool builder, hot tub retailer, and service provider founded in 1967 in Waukesha, Wisconsin, serving Greater Milwaukee and Southeast Wisconsin with custom inground pool construction, multi-brand hot tub sales, recurring maintenance, and outdoor living installations for residential customers.
- Ownership category
- akta.pro rank
Swimming Pool Services industry classification
Industry- Product category
- Pool and Spa Construction and Services
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)
- akta.pro secondary industry
- Pool Draining, Refill & Water Exchange Services (HSAIALAK)
Keywords
Where Swimming Pool Services is headquartered
LocationHeadquarters
- HQ city
- Waukesha
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Swimming Pool Services business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Pool Construction and Installation: Custom inground pool design, permitting, construction and installation services for residential and commercial clients. One-time project revenue with significant project values ranging from $200,001 to $500,000+ based on project scope.
- Hot Tub and Swim Spa Sales: Retail sales of hot tubs and swim spas through authorized dealer relationships with Caldera Spas, Fantasy Spas, and SwimLife brands. Products range from entry-level to luxury models with financing options available.
- Pool and Hot Tub Service/Maintenance: Ongoing maintenance services including pool opening/closing, weekly service routes, repairs, vinyl liner replacement, and renovation services. Regular route service provides recurring revenue from customer contracts.
- Water Care Products and Supplies: Sale of pool chemicals, hot tub chemicals, cleaners, filters, and accessories through both retail location and online store. Products include BioGuard, GLB, FROG, FreshWater, and SpaGuard brands.
- Outdoor Living Solutions: Installation services for outdoor fireplaces, fire pits, pergolas, pool houses, cabanas, outdoor kitchens, and landscape lighting. Project-based revenue similar to pool construction.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level hot tubs (Fantasy Spas Sport Series) |
| One time/ perpetual license | Pay-as-you-go | Mid-range hot tubs (Fantasy Spas Premier Series, Caldera Vacanza Series) |
| One time/ perpetual license | Pay-as-you-go | Premium hot tubs (Caldera Utopia Series, Cantabria) |
| One time/ perpetual license | Pay-as-you-go | Swim Spas |
| One time/ perpetual license | Multi-year contract | Custom Pool Construction |
| Subscription | Monthly | Pool/Hot Tub Maintenance Route Service |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels12 records
Swimming Pool Services product offering
Product offeringCore offering
Swimming Pool Services is a residential pool builder, hot tub dealer, and pool/spa service company based in Waukesha, Wisconsin. Founded in 1967, the company designs and installs inground pools, sells Caldera and Fantasy Spas hot tubs and Endless Pools swim spas, and provides ongoing maintenance, water care, repair, and outdoor living solutions to homeowners across Greater Milwaukee and Southeast Wisconsin.
Product overview
Swimming Pool Services is a pool and hot tub builder, dealer, and service company serving Greater Milwaukee and Southeast Wisconsin. The company operates as a single unified service offering centered on inground pool design and construction, hot tub sales and service, swim spas, outdoor living solutions, and water care products. The product portfolio includes two hot tub sub-brands: Caldera Spas (premium line with Utopia, Paradise, and Vacanza series totaling 12+ models) and Fantasy Spas (affordable plug-and-play line with Premier and Sport series totaling 8 models), alongside proprietary swim spa offerings (SwimExpert, SwimFit, SwimFun Playstream), custom inground pools (indoor and outdoor), outdoor living installations (fireplaces, kitchens, lighting, structures), and comprehensive maintenance and repair services. Water care products and chemicals are sold through their retail store and online shop.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Inground Swimming Pool Construction Design and installation of custom residential inground swimming pools for homeowners in Greater Milwaukee and Southeast Wisconsin.
- Caldera Hot Tub Sales Retail sales of Caldera-brand hot tubs as an authorized dealer for residential customers.
- Fantasy Spas Hot Tub Sales Retail sales of Fantasy Spas-brand hot tubs as an authorized dealer for residential customers seeking lower-cost spa options.
- Endless Pools Swim Spa Sales Retail sales and installation of Endless Pools swim spas for residential customers wanting compact lap-swimming or fitness pools.
- Pool and Spa Maintenance Service Recurring pool and hot tub cleaning, water care, and equipment checks for residential customers in the Greater Milwaukee area.
- BioGuard Water Care Products Retail sales of BioGuard-brand pool and spa water care chemicals, test kits, and related consumables.
- Outdoor Living Solutions Design and installation of outdoor living features (patios, fire features, landscaping) integrated with pool and spa projects for residential customers.
- Pool and Spa Repair Service Diagnostic and repair services for residential pool and spa equipment, including pumps, heaters, covers, and automation systems.
Companies that use Swimming Pool Services
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles1 record
Swimming Pool Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature8 records
Swimming Pool Services partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- Caldera Spas (Watkins Wellness)coreAuthorized dealer for Caldera Spas, a premium hot tub brand. Offers the Utopia, Paradise, and Vacanza series of hot tubs. Access to FreshWater Salt System and FreshWater IQ smart monitoring technology. Customers receive full warranty support and factory-direct pricing.
- Fantasy SpascoreAuthorized dealer for Fantasy Spas, offering the Sport Series and Premier Series of affordable, plug-and-play hot tubs. Products feature rotomolded unibody construction, FROG @ease water care, and energy-efficient designs.
- SwimLife (SwimExpert, SwimFit, SwimFun)coreAuthorized dealer for SwimLife swim spa brands including SwimExpert, SwimFit, and SwimFun Playstream. Swim spas combine fitness swimming with hot tub relaxation in a compact footprint for homes with limited space.
- BioGuardcoreUtilizes BioGuard Smart Lab for computerized water analysis. Offers BioGuard pool chemicals, algaecides, balancers, and shock treatments. BioGuard products available at retail location with free water testing services.
- FROG (King Technology)supportingProducts include FROG @ease In-Line System for hot tubs and FROG pool chemicals. FROG @ease uses SmartChlor technology for simplified water maintenance with pre-filled cartridges.
- FreshWater (Watkins Wellness)supportingOffers FreshWater Salt System and FreshWater IQ smart monitoring for Caldera spas. Salt system generates chlorine from salt for easier maintenance. IQ system provides app-based water monitoring and alerts.
- Cover-PoolssupportingAuthorized dealer for Cover-Pools automatic pool covers. Also services Coverstar, Aquamatic Cover Systems, and Pool Cover Specialist brand automatic covers. Provides parts and tune-up services.
Scale indicators5 records
Recent moves5 records
Expansion highlights6 records
Swimming Pool Services competitors and assessment
Company assessmentDirect peers
- Premier Pools & Spas: Largest residential pool builder in the United States, operating a network of regional builders that design and construct custom inground pools with the same sales-led, on-site consultation motion used by Swimming Pool Services. Closely comparable on project price points, construction model, and full-service offering.
- Anthony & Sylvan Pools: National residential pool builder and renovator serving multiple U.S. regions with custom pool design, construction, and service. Directly comparable to Swimming Pool Services on project scale, custom construction approach, and the inclusion of renovation and ongoing service.
- Blue Haven Pools & Spas: Regional and national residential pool builder with a comparable custom design/build plus service business model. Operates its own branch networks selling hot tubs and pool equipment, mirroring Swimming Pool Services' one-stop-shop structure.
- California Pools & Landscape: Regional residential pool builder combining custom pool construction with outdoor living and landscape services. Comparable on integrated outdoor-living project model, design-led sales, and premium project price points.
- River Pools & Spas: Regional fiberglass and vinyl-liner pool builder with in-house service and renovation arms. Comparable on the design/build/service bundling, content-driven marketing approach, and mid-sized regional builder economics.
Broad incumbents
- Pinch A Penny: National franchise chain for pool and spa retail, supplies, and service — overlapping with Swimming Pool Services' water care retail, recurring service, and route-based maintenance operations, but operating at vastly greater geographic scale under a franchise model.
- Leslie's: Largest U.S. specialty retailer of pool and spa supplies, chemicals, and equipment, with growing service offerings. Overlaps with Swimming Pool Services' water care retail and recurring chemical/maintenance business, though Leslie's does not build pools.
- Pool Corporation: Largest wholesale distributor of swimming pool supplies, equipment, and related products in North America, with growing retail exposure through Pinch A Penny. Touches Swimming Pool Services' supply chain as the upstream distributor for many of the brands it carries.
Others
- Watkins Wellness (Caldera & Hot Spring Spas parent): Manufacturer of Caldera Spas and Hot Spring Spas — key brand partner and primary premium-product supplier for Swimming Pool Services. Comparable as an upstream ecosystem participant rather than a competitor; Watkins owns the IP for FreshWater Salt, FreshWater IQ, and FiberCor featured in the company's lineup.
- Cover-Pools: Manufacturer of automatic pool covers; Swimming Pool Services is an authorized Cover-Pools dealer and also services Coverstar, Aquamatic, and Pool Cover Specialist covers. Comparable as an enabling supplier rather than a competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Swimming Pool Services social profiles
Digital presenceSwimming Pool Services compliance and trust
Trust signalCompliance3 records
Swimming Pool Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Swimming Pool Services leadership team
Management profileNumber of profiles
Swimming Pool Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Swimming Pool Services 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 Swimming Pool Services
What does Swimming Pool Services do?
Swimming Pool Services is a residential pool builder, hot tub dealer, and pool/spa service company based in Waukesha, Wisconsin. Founded in 1967, the company designs and installs inground pools, sells Caldera and Fantasy Spas hot tubs and Endless Pools swim spas, and provides ongoing maintenance, water care, repair, and outdoor living solutions to homeowners across Greater Milwaukee and Southeast Wisconsin.
Is Swimming Pool Services a public or private company?
Swimming Pool Services is a private company. It is classified as family owned and is currently operating.
When was Swimming Pool Services founded?
Swimming Pool Services was founded in 1967. It employs 11 to 50 people.
Where is Swimming Pool Services based?
Swimming Pool Services is headquartered in Waukesha, United States, in the North America region.
How does Swimming Pool Services make money?
Five revenue lines are on record. Pool Construction and Installation is the primary driver. The others are hot Tub and Swim Spa Sales, pool and Hot Tub Service/Maintenance, water Care Products and Supplies and outdoor Living Solutions.
Who are Swimming Pool Services's main competitors?
Direct peers on record are Premier Pools & Spas, Anthony & Sylvan Pools, Blue Haven Pools & Spas, California Pools & Landscape and River Pools & Spas. Broad incumbents are Pinch A Penny, Leslie's and Pool Corporation. Others are Watkins Wellness (Caldera & Hot Spring Spas parent) and Cover-Pools.
Does Swimming Pool Services have an API?
No public API is recorded for Swimming Pool Services.
What industry is Swimming Pool Services in?
Swimming Pool Services's product category is Pool and Spa Construction and Services. Its primary akta.pro industry code is HSAIALAJ, Equipment Installation & Upgrades (Automation, Covers, Sanitizers), with a secondary code of HSAIALAK, Pool Draining, Refill & Water Exchange Services. Its NAICS code is 713940 and its SIC code is 7900.