Florida Water Products

What Florida Water Products does

Florida Water Products is a Tampa, Florida-based wholesale distributor of pool and spa supplies serving builders, retailers, and service professionals statewide. Founded in 1986 and now operating under the Heritage Pool Supply Florida brand following integration into Heritage Pool Supply Group (headquartered in McKinney, Texas), the company distributes more than 50,000 SKUs spanning chemicals, commercial-grade equipment, maintenance and service products, outdoor living, pools and spas, tile, and hardscapes.

Distribution is executed through a combination of physical branch locations, company-owned delivery fleet routes, will-call, store pickup, and the Heritage Pool+ e-commerce platform, which provides 24/7 ordering, real-time pricing and inventory visibility, account management, and a companion mobile app on iOS and Android. Customer acquisition is account-based, with credit terms or cash-on-delivery terms applied to trade buyers; service professionals can additionally enroll in the Heritage Pro Service rewards program for repeat-purchase incentives. Noble Tile Supply is a featured partner brand for tile, hardscape, and pool finish categories.

The business model is B2B wholesale distribution with no disclosed public pricing. Revenue is generated through one-time product sales at account-specific pricing, with no subscription, licensing, or recurring software component. Reporting lines feed into Heritage Pool Supply Group, a privately held diversified distribution platform that maintains an active acquisitions posture, suggesting the Florida entity functions as a regional operating unit within a larger roll-up strategy rather than as a standalone venture-backed business.

Name

Florida Water Products

Legal name

Florida Water Products

Website

https://fwppool.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

Florida Water Products, now Heritage Pool Supply Florida, is a Tampa-based wholesale distributor of pool and spa supplies serving builders, retailers, and service professionals across Florida via branches, an owned delivery fleet, and the Heritage Pool+ digital platform.

Ownership category

akta.pro rank

Product category

Pool and Spa Wholesale Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Water Sports & Marine Recreation Gear Distribution (CRAOAJAD)

akta.pro secondary industries

Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Pool and spa supplies
• Wholesale distribution
• B2B pool equipment
• Pool chemicals distribution
• Tile and hardscape supply

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Distribution: B2B wholesale distribution of pool and spa supplies including chemicals, equipment, maintenance products, outdoor living items, tile, and hardscapes to builders, retailers, and service professionals. Products are sold via account credit terms or cash on delivery through physical branches and online platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Florida Water Products is a B2B wholesale distributor of pool and spa supplies serving builders, retailers, and service professionals across Florida. The company offers access to over 50,000 products from trusted manufacturers across categories including chemicals, commercial products, maintenance/service, outdoor living, pools/spas, and tile/hardscapes, distributed via its Heritage Pool+ digital platform, statewide branch network, and owned delivery fleet.

Product overview

Florida Water Products (now part of Heritage Pool Supply Group) operates as a pool and spa distribution company serving builders, retailers, and service professionals since 1986. The company offers access to over 50,000 products from trusted manufacturers through its digital Heritage Pool+ platform (online shopping with 24/7 access, real-time pricing, inventory availability) and physical branch locations. The product portfolio spans Chemicals, Commercial Products, Maintenance/Service Products, Outdoor Living, Pool & Spa Products, and Tile & Hardscapes. Key product subcategories include Pumps, Pool Cleaners, Automation & Controls, and Pool Tiles. The company also offers the Heritage Pro Service rewards program for service professionals. The portfolio is unified under the Heritage Pool Supply Group identity, formerly encompassing legacy brands including Florida Water Products.

Differentiator

Problem solved

Functional benefit

Brands

• Heritage Pool+: Digital online shopping platform with 24/7 access, real-time pricing, inventory availability, and account management tools.
• Heritage Pro Service

Products and services

• Heritage Pool+ Digital Platform 24/7 online shopping and account management platform for pool and spa professionals, offering real-time pricing, inventory availability, and ordering via web and mobile app.
• Heritage Pro Service Rewards Program Loyalty and rewards program for pool and spa service professionals, enabling them to earn rewards on purchases made through Heritage Pool Supply Group.
• Pool and Spa Chemicals Sanitizers, balancers, and treatment chemicals for pool and spa water care, sourced from trusted manufacturers and distributed to pool and spa professionals.
• Commercial Pool Products Commercial-grade pool equipment and supplies for large-scale commercial pool installations and facility operators.
• Pool and Spa Maintenance/Service Products Cleaning, maintenance, and service products for ongoing pool and spa care, including robotic cleaners and routine service supplies.
• Outdoor Living Products Outdoor furniture and living products designed to complement residential and commercial pool and spa environments.
• Pool and Spa Equipment (Spas and Hot Tubs) Complete pool and spa product lines including spas, hot tubs, and associated equipment for residential and commercial applications.
• Tile and Hardscape Products Pool tiles, hardscape materials, travertine, and pool finishes sourced from trusted manufacturers including Noble Tile Supply for new builds and remodels.
• Pool Pumps Energy-efficient pool pumps built for long-lasting performance and easy installations across residential and commercial pool jobs.
• Pool Cleaners (Robotic) Durable, high-performing robotic pool cleaners designed to reduce maintenance time and keep pools spotless for service professionals and end users.
• Automation and Controls Systems Smart pool and spa automation and control systems that allow professionals and end users to manage pool functions remotely.
• Online Billing and Invoice Management Streamlined online billing and invoice payment service for B2B accounts via the Bill Trust platform.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Noble Tile SupplycoreChannel Partner/ Reseller/ DistributorHeritage Pool Supply Group proudly carries products from Noble Tile Supply across tile, hardscapes, and pool finishes. Noble Tile is presented as one of the best brands in their catalog offering quality products for new builds and remodels.
• Heritage Pro ServicecoreGTM or Marketing PartnerService professionals who purchase from Heritage Pool Supply Group are eligible to join Heritage Pro Service and start earning rewards. This loyalty/rewards program incentivizes repeat purchases from service professionals in the pool and spa industry.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pool Corporation: Pool Corporation is the world's largest wholesale distributor of swimming pool supplies, equipment, and related products. It is the most significant direct competitor through its SCP Distributors and Superior Pool Products brands operating in Florida, with substantially greater purchasing power and branch density.
• Leslie's Poolmart: Leslie's is the largest direct-to-consumer pool and spa supplies retailer in the U.S. While it serves consumers rather than trade customers, it competes for end-user pool maintenance spend and overlaps in core chemical and equipment categories that flow through the wholesale channel.

Direct peers

• SCP Distributors: SCP Distributors is a wholly-owned subsidiary of Pool Corporation and one of the largest pool and spa distributors in the U.S. It operates an extensive branch network in Florida competing directly with Heritage Pool Supply Florida for the same pool builder, retailer, and service professional customers.
• Superior Pool Products: Superior Pool Products is another Pool Corporation subsidiary focused on distribution to pool builders, with significant Florida presence. It targets the same commercial and residential builder segment that is a primary customer for Florida Water Products.
• Horizon Distributors: Horizon Distributors is a U.S. wholesale distributor of swimming pool, spa, and outdoor living products serving similar builder, retailer, and service pro channels. It is directly comparable as a regional/multi-region pool and spa distributor with overlapping product categories.
• Pinch A Penny: Pinch A Penny is a Florida-based franchise pool and spa supplies retailer with deep roots in the same regional market. It is comparable as a Florida-focused pool and spa retail/distribution brand targeting residential and prosumer pool owners with overlapping chemical and accessory categories.
• Pool Builders Supply: Pool Builders Supply is an independent regional distributor of swimming pool equipment, chemicals, and supplies serving builders and service companies. It is directly comparable in business model and product mix as a smaller-scale trade-focused pool distributor competing for similar customer accounts.

Emerging players

• Recreonics: Recreonics is a commercial pool and aquatic products supplier. It is already referenced within the Heritage Pool Supply Group catalog for commercial pool products, indicating direct category overlap in commercial-grade equipment, supplies, and replacement parts for institutional pool operators.

Others

• Noble Tile Supply: Noble Tile Supply is a tile, hardscape, and pool finish supplier that is a channel partner carried by Heritage Pool Supply Group. It is comparable as an adjacent supplier in the same pool construction supply chain, specifically the tile and finish category that builders source through distributors.

Regional players

• All-Safe Pool Supply: All-Safe Pool Supply is a regional pool supplies distributor serving Texas and surrounding markets. It is comparable as a multi-branch regional B2B pool and spa distributor with similar product breadth, builder/service focus, and delivery-led model targeting the same customer personas in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@HeritagePSG
• Facebookfacebook.com/fwppool
• LinkedInlinkedin.com/company/heritage-pool-supply-group
• Instagraminstagram.com/heritagepsg

Revenue estimate

Valuation estimate

Number of profiles

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 Florida Water Products