What Waterline Technologies does

Waterline Technologies Inc. is a privately held, multi-brand e-commerce distributor of swimming pool and spa supplies operating from Santa Ana and Palm Desert, California, with a 60+ year operating history in the U.S. aquatic equipment market. The company sells approximately 30 product categories spanning pool chemicals (NSF/ANSI 60 certified), chemical automation and feed systems, filtration equipment, pumps, heaters, pool/spa automation, ADA-compliant accessibility lifts, deck and competitive swimming equipment, UV/ozone sanitization systems, water testing kits, and water treatment/wastewater products. The catalog aggregates major third-party brands including Pentair, Jandy (Fluidra), SR Smith, Evoqua Water Technologies, Paragon Aquatics, Spectrum Aquatics, AMETEK Rotron, Raypak, Rola-Chem, Stenner, and others, with no proprietary manufactured products disclosed.

The business is operated as a direct-to-consumer and B2B e-commerce storefront on BigCommerce, with nationwide shipping and free shipping on thousands of SKUs. Revenue is generated exclusively through one-time product sales at individually listed unit prices ranging from under $20 for small consumables to over $49,000 for commercial filtration systems. The customer base is split between commercial operators (hotels, municipalities, fitness centers, schools, universities, public aquatic facilities) and residential pool owners and service professionals. There is no subscription component, no disclosed enterprise contracts, no mobile app, no API, and no AI/ML features. The company appears independently owned with no disclosed parent, private equity backing, or institutional investment.

Name

Waterline Technologies

Legal name

Waterline Technologies Inc.

Website

https://waterlinetechnologies.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Waterline Technologies Inc. is a privately held U.S. e-commerce distributor of swimming pool and spa supplies, operating from California with a 60+ year history, selling 30+ product categories across chemicals, equipment, automation, and water treatment to commercial and residential customers nationwide.

Ownership category

akta.pro rank

Product category

Pool and Spa Supplies Distribution

NAICS

Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914), Water Supply and Irrigation Systems (22131)

SIC

Pumps & Pumping Equipment (3561), Water Supply (4941), Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564)

akta.pro primary industry

Water Testing & Chemical Balancing (HSAIALAB)

akta.pro secondary industries

Monitoring & Control (Dosing Systems, Remote Monitoring, Sensors) (BPABAJAK), Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL), Water Park Equipment & Technology Suppliers (Slides, Pumps, Filtration, Ride Systems) (THAAABAK), Filter, Pump & Heater Maintenance/Repair (HSAIALAC)

Keywords

• Pool and spa supplies
• Commercial pool equipment
• Water treatment chemicals
• Pool filtration systems
• Aquatic accessibility equipment

Headquarters

HQ city

Palm Desert

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Revenue is generated through direct product sales of swimming pool and spa equipment, chemicals, and supplies to commercial and residential customers. Products are sold at fixed prices listed on the e-commerce platform with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Waterline Technologies operates an e-commerce distribution platform that sells swimming pool and spa equipment, chemicals, filtration systems, pumps, heaters, automation controls, sanitizing systems, aquatic accessibility equipment, and related water treatment supplies from major brands such as Pentair, SR Smith, Raypak, Jandy, and Evoqua. The company serves both commercial pool/spa operators (hotels, municipalities, schools, fitness centers) and residential pool owners and service professionals through a BigCommerce-powered online storefront, with technical support, competitive pricing, and free shipping on thousands of products.

Product overview

Waterline Technologies is a B2B distributor of swimming pool and spa supplies serving both commercial and residential markets. The company operates as a multi-brand e-commerce platform offering over 30 distinct product categories including pool chemicals (certified to NSF/ANSI 60), chemical automation systems, filtration equipment, pumps, heaters, aquatic accessibility equipment, automation controls, and water treatment solutions. The portfolio includes major brands such as Pentair, SR Smith, Raypak, Evoqua, and others. Products are organized into commercial pools & spas supplies, residential pools & spas supplies, energy efficient products, and water treatment & wastewater categories. The company provides technical support, competitive pricing, and free shipping on thousands of products, with over 60 years of industry experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Pools & Spas Supplies

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• PentairminorOthersPentair is a major supplier brand carried by Waterline Technologies, offering commercial pool pumps, filters,自动化 systems, and water treatment equipment. Waterline distributes Pentair products as part of their comprehensive product catalog.
• SR SmithminorOthersSR Smith is a premier supplier of diving boards, slides, and aquatic equipment carried by Waterline Technologies for commercial and residential pool applications.
• JandyminorOthersJandy (part of Fluidra) is a brand supplier of pool automation, heaters, and equipment sold through Waterline Technologies.
• Evoqua Water TechnologiesminorOthersEvoqua supplies UV disinfection systems and CO2 equipment through Waterline Technologies for commercial pool water treatment applications.
• Paragon AquaticsminorOthersParagon Aquatics (now part of Pentair) supplies commercial deck equipment, starting blocks, and competitive swimming equipment distributed by Waterline.
• Spectrum AquaticsminorOthersSpectrum Aquatics supplies deck equipment, lane lines, and aquatic facility products carried by Waterline Technologies.
• AMETEK RotronminorOthersAMETEK Rotron supplies commercial regenerative blowers for pool air jets and spa applications sold through Waterline.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Pool Corporation: Pool Corporation is the largest global distributor of pool and spa products, operating 400+ sales centers under the SCP Distributors, Superior Pool Products, and Horizon Distributors brands. It is the dominant scaled competitor in the exact same product categories (chemicals, equipment, accessories) that Waterline distributes, with substantially larger catalog, faster delivery, and stronger commercial relationships.
• Leslie's Poolmart: Leslie's is the largest direct-to-consumer pool and spa care retailer in the U.S., operating 900+ retail stores plus e-commerce, with a strong focus on chemicals and recurring consumables. It competes with Waterline in residential chemicals and equipment, with much greater physical retail footprint and private-label chemical lines.
• Amazon Business: Amazon Business is the B2B arm of Amazon selling pool chemicals, equipment, and replacement parts to commercial buyers, often at lower prices with 1-2 day delivery. It is an indirect but increasingly important competitor for commoditized pool supplies, especially for residential and small commercial customers of Waterline.

Others

• Zoro (by Grainger): Zoro is a broad-line e-commerce industrial MRO supplies distributor owned by W.W. Grainger, carrying pumps, valves, fittings, safety equipment, and chemicals. It is a partial competitor where Waterline's commercial accounts cross-shop for commodity pumps, fittings, and maintenance supplies.
• Grainger: W.W. Grainger is the largest U.S. industrial distribution company, serving commercial and institutional buyers with MRO supplies including pumps, motors, safety equipment, and chemicals. It competes with Waterline for commercial pool operators' broader facility maintenance spend beyond specialized pool products.

Direct peers

• PoolSupplies.com: PoolSupplies.com is a direct-to-consumer online pool supplies retailer carrying chemicals, equipment, parts, and accessories from major brands. It targets the same residential and small commercial customer as Waterline through an e-commerce-only model.
• Doheny's Water Warehouse: Doheny's is a family-owned online and catalog pool and spa supplies retailer based in California, carrying pool equipment, chemicals, and replacement parts. It is a similarly sized direct competitor in the same California-rooted, e-commerce-and-distribution model as Waterline.
• INYOPools.com: INYOPools is a leading direct-to-consumer online pool supplies retailer offering pool equipment, parts, chemicals, and replacement components at competitive prices with strong content/SEO presence. It is the closest e-commerce-only direct competitor to Waterline's residential and prosumer pool supplies business.
• SwimmingPool.com: SwimmingPool.com is an online retailer of pool and spa supplies offering equipment, chemicals, cleaners, and parts. It competes in the same e-commerce pool supplies category as Waterline, with similar target customers (homeowners, service pros).

Emerging players

• Pool Parts to Go: Pool Parts to Go is an online retailer specializing in pool and spa replacement parts, equipment, and accessories. It overlaps with Waterline's replacement parts and equipment categories with a more focused, lower-overhead model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/waterlinetechnologies
• Xx.com/supercleanwater

Compliance1 record

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 Waterline Technologies