What Natare does

Natare Pools (formerly Natare Corporation, legal name Natare Corporation) is a specialty manufacturer of custom stainless steel swimming pool and aquatic facility systems, headquartered and manufacturing in Indianapolis, Indiana. The company operates two principal construction technologies — All-Welded Stainless Steel (AWS) for fully welded, single-structure pools and the Structural Panel System (SPS) for bolted on-site assembly — and pairs them with a proprietary in-house equipment portfolio that spans Natatec PVC membrane linings, MicroFlo vacuum sand filtration, Integrity perimeter gutters, GPM marine-grade polymer grating, pool bulkheads, VGBA-compliant drain covers, air sparger safety systems, deck surfacing, and acrylic panels. Originating within Recreonics Corporation (founded 1969, first stainless steel pool installed 1973), Natare was formally established as a separate company in 1992 when Recreonics was divided into a manufacturing entity and a distribution entity; the company completed its transition to 100% employee ownership in 2025 after launching the process in 2022.

Natare generates revenue through project-based custom pool system sales (design, engineering, fabrication, and installation), standalone equipment and component sales, design-assistance and consulting services, and a global channel-partner network with exclusive territorial rights. Pricing is quote-based and not publicly disclosed, consistent with a bespoke commercial infrastructure sales motion. The company sells direct to enterprise customers through a sales-led field force of sales engineers and product specialists, and indirectly through a curated global network of certified pool builders, contractors, and specialty partners. Customer segments are organized vertically across Education, Hospitality, Sports & Competition, Wellness & Healthcare, Public & Community Recreation (primary), and Multi-Family Residential, Waterparks, Military & Government, YMCA/YWCA/JCC, and Swim Clubs & Schools (secondary), with named enterprise and institutional reference customers including Marina Bay Sands, Marriott Marquis Houston, Hyatt Regency Salt Lake City, Indiana University, University of Minnesota, several US Air Force Bases, and large civic aquatic centers in New Zealand and Canada.

Natare's value proposition rests on durability (25-year structural warranty), lightweight construction (~1/10th the weight of concrete enabling rooftop and high-rise installations), efficiency (MicroFlo up to 80% backwash water reduction; filter cycles 30+ days vs 3-5 days for conventional filters), and integrated design-to-install services — all backed by over 50 years of category-defining experience and an employee-owned workforce averaging 13.5 years of tenure. Geographic reach spans 45 countries across six continents with approximately 8,000 completed projects, including a New Zealand regional operation through partner CPC International.

Name

Natare

Legal name

Natare Corporation

Website

https://natare.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

Natare is an Indianapolis-based, 100% employee-owned manufacturer of custom stainless steel swimming pool systems and proprietary aquatic equipment, serving commercial, institutional, hospitality, and government projects across 45 countries.

Ownership category

akta.pro rank

Product category

Commercial Swimming Pool Manufacturing

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (238220), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)

akta.pro secondary industries

Filter, Pump & Heater Maintenance/Repair (HSAIALAC), Pool Decking & Surrounds (HSAPALAK), Water Softener, Filtration & Treatment System Installation (HSAOAAAH)

Keywords

• Stainless steel pools
• Commercial pool manufacturing
• Aquatic facility construction
• Pool filtration systems
• Pool equipment components

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Stainless Steel Pool Systems: Design, engineering, manufacturing, and installation of custom stainless steel pools and spas for commercial, institutional, and leisure environments worldwide. Revenue is generated through project-based contracts for complete pool systems including structure, circulation, and long-term performance components.
2. Pool Equipment and Components: Sale of proprietary pool equipment including MicroFlo filtration systems, perimeter gutters, bulkheads, grating systems, PVC membrane linings, drain covers, spargers, acrylic panels, and deck surfacing. Products sold as standalone components or integrated with pool systems.
3. Design Assistance and Consulting Services: Services including assistance in selecting proper equipment and systems based on project needs, new construction coordination, installation oversight, and renovation consulting.
4. Partner/Dealer Network Revenue: Revenue generated through a global network of certified pool builders, contractors, and specialty partners who distribute and install Natare products in their respective markets. Partners receive exclusive territorial rights, training, and ongoing support.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Natare designs, engineers, manufactures, and installs custom stainless steel swimming pools, spas, and complete aquatic systems for commercial, institutional, hospitality, and competition facilities worldwide. Its offering is centered on proprietary All-Welded Stainless Steel (AWS) and Structural Panel System (SPS) construction methods, complemented by an in-house equipment portfolio including Natatec PVC membrane linings, MicroFlo filtration, perimeter gutters, bulkheads, grating, drain covers, spargers, and deck surfacing, supported by design consulting, installation, and renovation services.

Product overview

Natare is a manufacturer of custom stainless steel pool systems and aquatic equipment, offering two primary construction methods: All-Welded Stainless Steel (AWS) and Structural Panel System (SPS). The product portfolio centers on stainless steel pools and spas, complemented by a comprehensive range of proprietary equipment systems including Natatec® PVC membrane linings (in partnership with RENOLIT), MicroFlo® vacuum sand filtration, Integrity™ perimeter gutter systems, GPM™ marine-grade polymer grating, pool bulkheads and headwalls, VGBA-compliant drain covers, air sparger systems for diving pools, Natatec® SOLID deck surfacing, and acrylic panels. These products are supported by design, consulting, new construction, installation, and renovation services. The company primarily serves commercial, institutional, and hospitality aquatic environments.

Differentiator

Problem solved

Functional benefit

Products and services

• All-Welded Stainless Steel Pool Systems (AWS) Fully welded stainless steel pool structures fabricated to project-specific dimensions for commercial, institutional, and hospitality aquatic facilities. Once assembled, the AWS system forms a single continuous watertight structure with integrated floor, wall, and buttress support systems, plus stainless steel water distribution built into the structure.
• Structural Panel System (SPS) Heavy-gauge stainless steel wall panels that are bolted together on-site and supported by an engineered stainless steel buttress system. Sold only with Natatec PVC membrane lining systems, providing configurability for challenging site conditions.
• Natatec PVC Membrane Lining Systems Reinforced PVC membrane pool lining system with two flexible PVC layers laminated to a reinforced inner polyester mesh core, serving as both a durable interior finish and complete waterproofing system. Distributed and installed by Natare as the exclusive North American commercial pool partner of RENOLIT.
• MicroFlo Vacuum Sand Filtration Systems Vacuum sand filtration technology that operates under negative pressure rather than positive pressure, using gravity to reduce pump strain, lower electrical consumption, improve filtration efficiency, and minimize backwash frequency. Can reduce backwash water consumption by up to 80 percent and extend filter cycles to 30+ days.
• Integrity Perimeter Gutter Series Pre-engineered, self-contained overflow gutters that combine gutter and plumbing functions into a single integrated profile, with built-in stainless steel trough, pressurized filtered water return, integrated inlets, and continuous perimeter overflow. Includes automatic surge control weirs to regulate water level changes.
• Pool Bulkheads & Parapet Headwalls Movable, fixed, and hybrid stainless steel bulkheads for dividing pools and adapting configurations for competition, training, and multi-use programming. Hybrid variants combine the stainless steel structural framework with GPM polymer trim above the waterline.
• GPM Marine-Grade Polymer Grating Systems Custom pool grating systems fabricated in-house from marine-grade polymer, impact-reinforced and resistant to UV radiation, fading, pool chemicals, and frost. Slip-resistant with permanent matte finish; will not rot, discolor, delaminate, chip, or crack.
• VGBA-Compliant Drain Covers Drain covers engineered to reduce suction entrapment risks while maintaining proper hydraulic performance, fabricated in-house using GPM polymer material to meet Virginia Graeme Baker Pool & Spa Safety Act requirements.
• Air Safety Cushion Sparger (Bubbler) Systems Diving pool systems that create an instant air cushion beneath diving boards and platforms to improve diver safety and surface visibility during high-board and platform dives.
• Natatec SOLID Floor & Deck Surfacing 80-mil reinforced PVC/polyester composite membrane for wet deck areas providing slip-resistant, watertight surfaces for pool decks, locker rooms, and shower areas.
• Acrylic Panels (Underwater Windows) Transparent acrylic pool panels that introduce daylight and visual connection into aquatic environments, used in commercial pools and specialty aquatic facilities.
• NataTread SafeStep Polymer Decking Semi-rigid polymer overlay for horizontal surfaces requiring slip resistance on ramps, sloped entries, stair treads, benches, and pool decks.
• Pool Construction, Design, Installation & Renovation Services Comprehensive project services including design assistance, equipment/system selection consulting, new construction coordination, installation oversight, and renovation consulting for stainless steel pool systems across commercial, institutional, and hospitality aquatic facilities.

Quantifiable outcome

• Stainless steel pools are approximately 1/10th the weight of concrete pools
• +5 more outcomes

Named customers16 records

Segments10 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• RENOLITcoreTechnology or Integration · 1 January 1986Exclusive North American commercial pool partnership for Natatec PVC membrane lining systems. RENOLIT is one of the world's most established PVC membrane manufacturers. Natare serves as the exclusive North American commercial pool partner, distributing and installing RENOLIT's reinforced membrane products originally introduced to North America in 1986.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Fluidra: Fluidra is a global pool and wellness equipment manufacturer with brands such as AstralPool, Jandy, and Zodiac serving residential and commercial markets. It competes with Natare in commercial pool equipment (filtration, pumps, automation) and through its Certikin and AstralPool commercial lines in pool construction-related categories.
• Hayward Holdings: Hayward Holdings is a major North American pool equipment manufacturer producing pumps, filters, heaters, automation, and lighting for residential and commercial pools. While primarily residential-focused, it competes with Natare in commercial filtration and water management equipment categories.
• Pentair: Pentair is a large established pool and water treatment equipment manufacturer with broad residential and commercial portfolios including filtration, pumps, and automation. It overlaps with Natare in commercial filtration, sanitization, and water management equipment categories, though Pentair does not manufacture stainless steel pool structures.
• Polaris Pool Systems: Polaris is a manufacturer of automatic pool cleaners, filtration, and related pool maintenance equipment under the Fluidra umbrella. It competes with Natare-adjacent equipment categories in commercial pool operations and water management.

Others

• Councilman-Hunsaker: Councilman-Hunsaker is an aquatic planning, design, and engineering consulting firm specializing in commercial pools, natatoriums, and waterparks. It is an adjacent peer that often sits on the same project teams and specifications as Natare, making it a relevant comparable for the design-assist/consulting layer of the value chain.
• RENOLIT: RENOLIT is a global PVC membrane manufacturer and Natare's exclusive North American commercial pool partner for Natatec reinforced membranes. It is both a strategic supplier/partner and an indirect potential competitor in PVC pool lining systems outside the exclusive territory.

Direct peers

• Myrtha Pools: Myrtha Pools is the closest direct competitor to Natare, manufacturing modular stainless steel pool systems for competition, leisure, and commercial aquatic facilities globally. Both companies target Olympic venues, collegiate natatoriums, and municipal aquatic centers with proprietary prefabricated pool construction technology.
• WhiteWater: WhiteWater is a leading designer and manufacturer of water park attractions and aquatic play equipment, overlapping with Natare's Waterparks & Entertainment segment. Both companies deliver large-scale, custom-designed aquatic experiences globally for theme parks, municipalities, and resorts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NatarePools
• Facebookfacebook.com/NatareCorp

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Natare