Aquafinity

What Aquafinity does

Aquafinity is a US-based master distributor and integrated service provider for commercial aquatic facilities, formed in 2022 from the consolidation of five legacy regional aquatic companies (AES in Arizona, ASSI in Washington, CES in Florida/Texas, Duffield Aquatics in South Carolina, and KSI in California) with operating histories dating back to 1972–1983. The company delivers complete water control across the commercial pool, spa, and water feature lifecycle — including water management, 24/7 GPM remote monitoring, equipment installation, permitting, scheduled maintenance, and the proprietary Q5® Water Quality Standard certification program — through seven regional offices and a nationwide field technician network equipped with GPS and tablet-based dispatch.

Its technology portfolio spans proprietary chemical controllers (BECSys5/BECSys7), variable-frequency-drive pump controllers (PFDx), EPA-approved pathogen remediation (Cryptolyte®), robotic vacuums (Enduro), recycled-glass filter media (AFM®), and on-site chlorine/hypochlorous generators (Pulsar, Hypogen). The business operates a unique Service Supported Distribution® (SSD) model combining exclusive global representation for leading aquatic technology manufacturers with wholesale supply, installation, on-site support, design coordination, and warranty administration — essentially a hybrid manufacturer-rep / distributor / service-contractor play.

Aquafinity makes money through hardware sales (12,000+ item e-commerce catalog), recurring monitoring subscriptions starting at $69/month, professional installation and maintenance service contracts, permitting and compliance services, and education/certification fees (AFO, CPO, AquaTech, HOOPS). Customers include flagship hospitality brands (Disney, MGM Resorts, Hilton, Marriott, Ritz Carlton, Caesars, Wyndham), entertainment operators (SeaWorld, LEGOLAND), universities (Florida, FSU, Georgia, Miami), municipalities, condominium/HOA communities, and pool contractors across North America, the Pacific Rim, and the Caribbean. The company remains privately held by the founding families with no disclosed institutional capital.

Name

Aquafinity

Legal name

Aquafinity

Website

https://aquafinity.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

Aquafinity is a US-based master distributor and service provider for commercial aquatic facilities, offering water management, 24/7 monitoring, equipment installation, and operator certifications. Formed in 2022 from five legacy aquatic companies, it serves hotels, universities, theme parks, and municipalities across North America.

Ownership category

akta.pro rank

Product category

Commercial Aquatic Water Management Services

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)

akta.pro primary industry

Water Testing & Chemical Balancing (HSAIALAB)

akta.pro secondary industries

Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ), Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL), Monitoring & Control (Dosing Systems, Remote Monitoring, Sensors) (BPABAJAK)

Keywords

• Commercial pool services
• Aquatic water management
• Pool monitoring systems
• Water treatment equipment
• Pool operator certification

Headquarters

HQ city

Chattanooga

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Sale of water treatment equipment, pumps, filters, heaters, UV systems, ozone systems, robotic cleaners, and related aquatic products through e-commerce store and regional offices.
2. Monitoring Programs: Monthly service programs providing 24/7 remote monitoring, alerting, and technical support. Programs start at $69 per month including training, on-site service, support, and guaranteed results.
3. Installation Services: Complete equipment installation services for water management systems, chemistry controls, pumps, filters, and facility upgrades.
4. Education and Certifications: Operator certification courses (AFO, CPO, AquaTech) and specialty courses offered in-person and online through Aquafinity U. Also includes CEU credits for building managers and contractors.
5. Scheduled Maintenance Agreements: Preventive maintenance programs and service agreements for ongoing equipment care, heater maintenance, and facility support.
6. Permitting Services: Assistance with regulatory compliance and permitting for pool operations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Aquafinity is a US master distributor and service center that supplies commercial aquatic equipment (controllers, pumps, filters, robotic cleaners, UV/ozone systems, chlorinators, filter media) and delivers integrated water management services for commercial pools, spas, and water features. Its offering combines proprietary Q5® water quality standards, EPA-approved Cryptolyte® remediation, 24/7 GPM remote monitoring, equipment installation, preventive maintenance, permitting assistance, and operator certification training (AFO, CPO, AquaTech) to hotels, universities, theme parks, HOAs, and municipalities.

Product overview

Aquafinity is a master distributor and service center offering complete aquatic products and services for commercial pools, spas, and water features. The company operates as a unified brand formed from the merger of five subsidiaries: AES (Arizona), ASSI (Washington), CES (Florida/Texas), Duffield (South Carolina), and KSI (California). Their portfolio combines proprietary products (BECSys control systems, PFDx pump controllers, Cryptolyte® treatment, robotic vacuums) with comprehensive services (24/7 GPM monitoring, water management, installation, permitting, scheduled maintenance). The Q5® Water Quality Standard serves as their quality certification framework. Their SSD Service Supported Distribution® model combines wholesale supply with installation, on-site support, and warranty administration. Education offerings include AFO, CPO, and AquaTech operator certifications plus specialty courses in saline chlorination, ORP, and green technologies.

Differentiator

Problem solved

Functional benefit

Brands

• Q5 Water Quality Standard: A pioneering water quality certification program that sets standards for aquatic facility water treatment and quality control.
• SSD Service Supported Distribution

Products and services

• Complete Water Management End-to-end water management program covering flow, filtration, chemistry control, monitoring, treatment, supplemental oxidation, robotic vacuuming, deck and safety, and code compliance for commercial pools, spas, and water features. Targets hotels, universities, theme parks, HOAs, and municipalities.
• GPM Global Pool Management™ (Pool Monitoring) 24/7/365 remote monitoring and control subscription program that delivers equipment-room visibility, log keeping, escalating alert notification, and remote diagnostics. CES monitoring programs start at $69/month with training, on-site service, support, and guaranteed results.
• Complete Equipment Installation Full-service equipment installation for pools, spas, and water features, including water management systems, chemistry controls, pumps, filters, and facility upgrades.
• Complete Permitting Regulatory permitting assistance for aquatic facilities, supporting compliance with state and local public health codes.
• Scheduled Maintenance Agreements Preventive maintenance programs and service agreements providing ongoing equipment care, heater maintenance, and facility support for commercial aquatic operations.
• BECSys Control Systems Advanced automated chemical controller systems available in multiple sizes (BECSys5, BECSys7) providing direct minute-by-minute control of commercial pool water chemistry, with DSBM™ Dual Setpoint Booster Mode and MCR® DOH-approved variance capability.
• PFDx Pump Controller Variable Frequency Drive pump controller with NEMA4x weather-rated package, 2-keystroke programming, BECS controller and energy management system communications, capable of saving up to 85% on pumping costs.
• Cryptolyte® AFR Remediation System EPA-approved treatment system that works alongside chlorination to remediate Cryptosporidium and chlorine-resistant pathogens from accidental fecal releases in commercial pools in 30-60 minutes.
• Enduro Robotic Pool Cleaners Site-maintained robotic pool vacuum line (M, XL, Peps, Spot models) with 7 cleaning modes, 4-electric-eye navigation, and on-deck maintenance and repair capability; the first and only robotic vacuums completely site maintained.
• QuickVac Pro Backpack Vacuum Battery-powered backpack vacuum system for facility pools and fountains, available in standard and new XL stainless-steel configurations combining lightweight design with Enduro factory robotic cleaning technology.
• AFM® Glass Filter Media Next-generation filter media made from recycled glass that filters down to sub-micron level, with a self-sterilizing surface resistant to bacterial growth, designed to last the life of the filter and save 50% of backwash water.
• Hypogen On-Site Hypochlorous Acid Generator On-site generator that produces NEWater (Neutral Electrolyzed Water), an all-natural, organic, non-toxic hypochlorous acid sanitizing solution for pool and spa facilities.
• Pulsar Commercial Chlorine Feeders Commercial chlorine feeding systems including the Pulsar30 feeder (handles 100,000+ gallon pools) and Pulsar Infinity slow-dissolve tablets for commercial saline chlorination.
• Precision AMF Strainers Custom strainers in FRP (fiberglass) and stainless steel with clear viewing lid, swing-down T-bar handles, 50 PSI pressure rating, available in custom configurations for commercial aquatic systems.
• AFO (Aquatic Facility Operator) Certification Course Pool operator certification course covering filtration, water testing, treatment, risk management, facility design, troubleshooting, and disinfection; offered online via Aquafinity U and in person.
• CPO (Certified Pool Operator) Certification Nationally recognized Certified Pool Operator certification program delivered in-person and online through Aquafinity U.
• AquaTech Certification 18-hour nationally recognized pool operator certification course with DOH approval for 5-year certification, delivered via Aquafinity U.
• HOOPS (Hands On Operator Pool School) 8-hour hands-on training class with 10 learning stations covering DOH code compliance, chemical feed systems, equipment room piping, ORP, pumping systems, filters, water balance, and chemical controllers.

Quantifiable outcome

• Up to 50% less water usage
• +9 more outcomes

Named customers20 records

Segments7 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

13 partnerships are on record, tiered flagship, major and core.

• DisneyflagshipChannel Partner/ Reseller/ DistributorDisney utilizes Aquafinity's water management services for aquatic facilities at Disneyland resort properties, demonstrating trust in the company's quality standards and service capabilities.
• MGM Resorts InternationalflagshipChannel Partner/ Reseller/ DistributorMajor hospitality partner receiving comprehensive water management and pool monitoring services across MGM resort properties.
• Hilton Hotels & ResortsflagshipChannel Partner/ Reseller/ DistributorStrategic partner for pool water quality management and monitoring across Hilton hotel properties.
• Marriott InternationalflagshipChannel Partner/ Reseller/ DistributorHotel partner receiving Aquafinity's pool operations and maintenance services at Marriott properties.
• Ritz CarltonflagshipChannel Partner/ Reseller/ DistributorLuxury hospitality partner requiring high-quality water management for resort aquatic facilities.
• Caesars EntertainmentflagshipChannel Partner/ Reseller/ DistributorGaming and hospitality partner with aquatic facilities requiring comprehensive water management.
• Wyndham HotelsmajorChannel Partner/ Reseller/ DistributorHotel partner with pool properties requiring water management services.
• University of FloridamajorChannel Partner/ Reseller/ DistributorUniversity athletic and recreational facilities with multiple pools managed by Aquafinity.
• SeaWorldmajorChannel Partner/ Reseller/ DistributorEntertainment venue partner requiring water quality management for marine and aquatic exhibits.
• LEGOLANDmajorChannel Partner/ Reseller/ DistributorTheme park partner with water attractions requiring specialized water management.
• Enduro FactorycoreTechnology or IntegrationAquafinity (CES) serves as exclusive US Master Distributor and Factory Service Center for Enduro line of robotic pool cleaners for over 9 years. The partnership includes complete site maintenance and repair capabilities.
• AFM®/IFTS ManufacturercoreTechnology or IntegrationPartnership for AFM® Next Generation filter media - solar-powered manufacturing facility converting recycled glass into advanced filter media for pools.
• BECS/Pulsar ManufacturerscoreTechnology or IntegrationLong-standing partnerships for BECS control systems and Pulsar chlorination technology, including 25+ years of successful installations.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Maytronics: Maytronics is the global leader in robotic pool cleaners (Dolphin brand). It is the OEM behind much of the Enduro product line that Aquafinity distributes and services, making it a core supplier whose channel strategy directly affects Aquafinity.
• Fluidra: Fluidra is a global pool and wellness equipment manufacturer with brands including Zodiac, Jandy, and Polaris. As a manufacturer of pool equipment sold through distributors like Aquafinity, it is both a supplier and a competitor as it expands direct service offerings.
• Leslie's Poolmart: Leslie's is the largest direct-to-consumer pool supplies retailer in the US, also serving pros. While primarily residential, it overlaps with Aquafinity in chemical supply and equipment distribution, and competes for the pool professional buyer.
• Pentair: Pentair is a global water treatment and pool equipment manufacturer with deep commercial pool presence. It competes with Aquafinity on filtration, pumps, and automation products, and supplies some equipment Aquafinity distributes and integrates.
• Pool Corporation: Pool Corporation is the largest wholesale distributor of pool and aquatic products in the world, serving residential and commercial customers across North America, Europe, and Australia. It is a broad incumbent that competes with Aquafinity's distribution arm while operating at vastly greater scale and breadth.
• Hayward Holdings: Hayward is a leading North American pool equipment manufacturer (pumps, filters, heaters, automation). It competes with Aquafinity in commercial equipment and competes for the same installer and contractor channel.

Emerging players

• King Technology: King Technology manufactures water care products including the FROG mineral-based sanitization system used in residential and commercial pools. It overlaps with Aquafinity on chemical treatment solutions and competes for the pool operator buyer.
• Lonza (Arch Chemicals): Lonza's Arch Chemicals business is a major supplier of pool and spa sanitizers (chlorine, bromine, specialty chemicals) under the HTH, Baquacil, and Pulse brands. It competes with the chemical side of Aquafinity's product portfolio and is also a key upstream supplier.
• Culligan Water: Culligan provides commercial and residential water treatment and has expanded into commercial pool and aquatic markets. It overlaps with Aquafinity on water quality monitoring, chemistry, and filtration for commercial facilities.

Others

• Pool & Hot Tub Alliance (PHTA): PHTA is the industry trade association that administers the CPO and other certification programs Aquafinity delivers. It is an ecosystem participant whose standards, certification revenue share, and continuing-education requirements directly shape Aquafinity's education business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aquafinity360

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Aquafinity