What Keith Zars Pools does

Keith Zars Pools is a privately held, family-owned custom swimming pool design, construction, and service company headquartered in San Antonio, Texas, founded in 1985 by Keith Zars. The company designs and builds gunite pools for affluent residential homeowners across South Central Texas, offering luxury features such as infinity edges, tanning ledges, integrated spas, waterfalls, fire features, and custom lighting, and also serves commercial clients (hotels, resorts, community centers) with code-compliant construction. Operations are run through four office/showroom locations in San Antonio, New Braunfels, Kerrville, and Corpus Christi, supported by a directly employed staff of licensed electricians and master plumbers and a proprietary 18-inch sub-waterline inlet placement specification.

The business model is multi-stream. Primary revenue comes from one-time custom construction contracts (quote-based, with a $2,000 new-pool deposit), augmented by project-based renovation work, recurring weekly cleaning and equipment service subscriptions, an aftermarket e-commerce shop for chemicals, parts, heaters, and robotic vacuums, and an annual-renewal Lifestyle Protection Plan warranty product. Pricing is opaque/custom for builds and itemized for retail products. Marketing is a mix of local SEO, a Google Guaranteed badge, social media (Facebook, Instagram, Twitter, Pinterest, YouTube), educational blog content, referral programs for construction and renovations, and community/charity engagement (notably a St. Jude Fiesta on the River sponsorship).

The company claims over 12,800 custom pools built, 16,000+ word-of-mouth recommendations, 575 returning renovation households, and 375 multi-pool families, along with six consecutive years (2020-2025) on the PSN Top 50 Builder list and four consecutive World's Greatest Pools awards (2022-2025). It has no disclosed parent company, no institutional investors, no funding rounds, no M&A history, and revenue is not publicly disclosed. Geographic scope is regional, confined to Texas Hill Country and South-Central Texas markets.

Name

Keith Zars Pools

Legal name

Keith Zars Pools

Website

https://keithzarspools.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

251–500 employees

Short description

Keith Zars Pools is a privately held San Antonio-based custom swimming pool builder, renovator, and service provider founded in 1985, serving residential and commercial clients across South Central Texas through four offices and a parts e-commerce shop.

Ownership category

akta.pro rank

Product category

Swimming Pool Construction Services

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

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

Keywords

• Custom pool construction
• Pool renovation services
• Pool maintenance
• Luxury pool design
• Swimming pool builder

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Custom Pool Construction: Design and construction of custom luxury swimming pools for residential and commercial clients. Revenue generated through project contracts with pricing based on pool size, features, materials, and site conditions. Custom gunite pools with features including infinity edges, tanning ledges, waterfalls, integrated spas, fire features, swim-up bars, custom lighting, and outdoor kitchens.
2. Pool Renovation Services: Renovation and remodeling of existing pools including new tile and coping, plaster resurfacing, LED lighting upgrades, equipment modernization, and layout modifications. 575 Texas households have returned for pool renovations.
3. Pool Service and Repair: Ongoing maintenance, equipment repair, leak detection, and replacement services. Weekly professional cleaning services keep pools pristine year-round. Preventive maintenance plans including Lifestyle Protection Plan coverage.
4. Pool Products E-commerce: Online shop selling pool chemicals, equipment parts, cleaning supplies, heaters, and accessories. Products include chlorine tablets, muriatic acid, DE powder, Alga Tec, Beau Tec, Orenda products, pump baskets, brushes, heaters, and Polaris robotic vacuums.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Keith Zars Pools designs and builds custom luxury gunite swimming pools for residential and commercial clients across South Central Texas, with features including infinity edges, tanning ledges, waterfalls, integrated spas, fire features, and outdoor kitchens. The company also provides pool renovation (resurfacing, tile, coping, lighting, and equipment upgrades), ongoing pool service and repair (leak detection, equipment replacement, automation), and weekly professional cleaning, supported by a Lifestyle Protection Plan warranty program and an online shop for chemicals, equipment, and accessories.

Product overview

Keith Zars Pools operates as a luxury swimming pool design and construction company serving South Central Texas, offering custom residential and commercial pool services through a platform of integrated product categories. The core service offering encompasses residential pool construction (including infinity edges, tanning ledges, waterfalls, integrated spas, and custom lighting), pool renovation, pool service and repair, and weekly pool cleaning. The company complements its service business with a proprietary product line including the Lifestyle Protection Plan (LSPP) warranty program and Keith Zars Turf artificial turf. The e-commerce shop supports the service operation with pool equipment (Jandy and RayPak heaters, Polaris robotic vacuums), cleaning supplies (Taylor Test Kit, brushes, skimmer nets, Leaf Eater debris removal systems), and pool chemical products (chlorine tablets, liquid chlorine, muriatic acid, Alga Tec, Beau Tec, Orenda enzyme treatments, diatomaceous earth). The product ecosystem is designed to serve customers from initial pool construction through ongoing maintenance and care.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 12,800 custom pools built since 1985
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Claffey Pools: Texas-based custom pool builder serving the Dallas-Fort Worth metroplex with residential and commercial pool construction, renovation, and service. Directly comparable as a regional luxury custom pool builder with a similar full-service construction-plus-service model.
• Premier Pools & Spas: One of the largest pool builders in the U.S., operating through a franchise model across multiple states including Texas. Comparable on custom residential pool construction, design awards, and integrated service operations.
• Shasta Pools: Arizona-based custom pool builder with design awards and a full construction, renovation, and service offering. Comparable as a regional luxury pool builder with strong brand recognition and award-winning design portfolio.
• California Pools & Landscape: Large Southwest U.S. custom pool builder offering design, construction, and service across multiple offices. Comparable in business model — quote-based custom gunite construction with integrated service and recurring maintenance.
• River Pools: Mid-Atlantic custom fiberglass and pool builder known for content marketing and thought leadership in the pool industry. Comparable as a regional custom pool builder leveraging digital content and brand authority to drive custom pool sales.

Broad incumbents

• Anthony & Sylvan Pools: One of the largest U.S. pool builders with national footprint offering custom pool design, construction, renovation, and service. Comparable offering with broader geographic scale; functions as a broad incumbent that competes in the same luxury residential segment.
• Blue Haven Pools & Spas: National custom pool builder and renovator with offices across multiple states. Comparable on the custom residential pool construction and renovation business, with broader geographic reach than Keith Zars' regional footprint.

Regional players

• Texas Pools & Patios: Texas-based custom pool and outdoor living builder serving the Austin/San Antonio corridor. Direct competitor for Texas luxury pool construction with similar outdoor living expansion focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/keithzarspools
• YouTubeyoutube.com/user/KeithZarsPools
• Facebookfacebook.com/KeithZarsPools
• Instagraminstagram.com/keithzarspools
• Pinterestpinterest.com/keithzarspools

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 Keith Zars Pools