Valley Aquatic Solutions

What Valley Aquatic Solutions does

Valley Aquatic Solutions, operating under the legal name Horizon Commercial Pools, is a privately-held commercial swimming pool company headquartered in De Pere, Wisconsin and serving the Midwest United States since 1993. The company provides an integrated offering to commercial pool operators that includes pool chemicals and equipment (sold through an owned e-commerce storefront), on-site maintenance and renovation services, and Certified Pool Operator (CPO) certification training delivered both in-person and online. Its customer base spans hotels, health clubs, municipal facilities, and other commercial establishments, with one explicitly named account (Plymouth Creek Athletic Club). Headcount is reported at 1-10 employees, and the company positions itself on long-term customer relationships, operator education, and one-stop convenience rather than on any proprietary technology platform.

The business operates a sales-led go-to-market motion that combines direct digital product sales with field service delivery, supplemented by training courses that double as a customer acquisition channel by building familiarity with the company's recommended processes and consumables. Revenue is generated across three streams: one-time product sales (chemicals and equipment), recurring professional services (maintenance and renovation), and professional services from training/certification course fees; no pricing is publicly disclosed. The company markets primarily through its website, Google reviews, social media (LinkedIn, Facebook, Instagram), and the CPO seminars themselves, with no external funding, partnerships, patents, or M&A activity documented in the available data.

Underlying technology is conventional: the e-commerce site provides standard account, cart, and checkout functionality, and service delivery is manual/field-based. There is no indication of AI/ML, proprietary software platforms, or significant technology investment beyond a standard web storefront. The competitive moat rests on regional brand recognition accumulated over 30+ years, long-tenured customer relationships (10+ years documented), and the embedded switching costs created by the training program, rather than on technology differentiation.

Name

Valley Aquatic Solutions

Legal name

Horizon Commercial Pools

Website

https://valleyaquatic.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Valley Aquatic Solutions (Horizon Commercial Pools) is a privately-held Midwest U.S. company that sells commercial pool chemicals and equipment, provides on-site maintenance and renovation services, and delivers CPO certification training to commercial pool operators.

Ownership category

akta.pro rank

Product category

Commercial Pool Services

SIC

Services-Amusement & Recreation Services (7900)

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)

Keywords

• Commercial pool services
• Pool chemicals supply
• Pool equipment supply
• Pool renovation services
• CPO certification training

Headquarters

HQ city

De Pere

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Chemicals and Equipment): Sells pool chemicals, equipment, and related supplies through their online store to commercial pool operators and facility managers.
2. Service and Maintenance: Provides pool maintenance, renovation, and daily maintenance services for commercial facilities.
3. Training and Certification: Offers Certified Pool Operator (CPO) certification courses and training seminars, generating revenue from course fees while also building customer relationships and trust.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Valley Aquatic Solutions (doing business as Horizon Commercial Pools) sells commercial pool chemicals and equipment through an online store and delivers on-site pool maintenance, renovation, daily maintenance services, and Certified Pool Operator (CPO) certification training seminars to commercial facility operators such as hotels, health clubs, and municipal facilities in the Midwest.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Pool Chemicals and Equipment

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• Pool Corporation: The largest wholesale distributor of swimming pool supplies, equipment, and related products in North America. Comparable because PoolCorp (through SCP) supplies commercial pool operators with the same chemicals and equipment categories Horizon Commercial Pools sells, though at far greater scale and broader geographic reach.
• SCP Distributors: PoolCorp's commercial-focused distribution arm supplying pool equipment, chemicals, and parts to service companies and pool builders. Directly comparable as a competing supply channel for the same commercial pool operator customer base that Horizon serves.
• Leslie's Poolmart: Largest direct-to-consumer pool supplies retailer in the U.S. Comparable in selling pool chemicals and equipment, though primarily residential-focused. Represents a competing channel for chemical/equipment sales that could absorb commercial customers with online ordering.
• American Pool Enterprises: Large commercial pool management and lifeguard services company operating across multiple U.S. regions. Comparable as a scaled commercial pool service provider whose service offerings overlap with Horizon's maintenance and renovation streams.

Direct peers

• Commercial Pool & Spa Supply: Specialized supplier of commercial pool and spa equipment, chemicals, and parts serving hotels, health clubs, and aquatic facilities. Directly comparable to Horizon in targeting the same commercial operator segment with similar product categories.
• AquaStar Pool Products: Provider of commercial pool equipment, chemical controllers, and water management solutions for aquatic facilities. Comparable because it serves the same commercial customer base with overlapping product (equipment, chemical automation) and service categories.
• Chem-Aid (Pool & Spa Chemical Solutions): Regional commercial pool chemical and service provider offering water testing, chemical balancing, and on-site pool management. Highly comparable service model — recurring chemical management for commercial pools — and the closest head-to-head competitive analog.
• USA Pool Management: National commercial pool service company providing daily maintenance, renovation, chemical management, and certified operator services to hotels, HOAs, and municipal facilities. Comparable across all three of Horizon's service pillars at larger geographic scale.

Regional players

• Midwest Pool Management: Regional commercial pool management company serving the Midwest market with maintenance, renovation, and operator services. Comparable as a same-region competitor offering a similar bundled commercial pool service offering.

Emerging players

• Aqua Logic: Provider of automated water chemistry controllers and pool management technology for commercial and high-end residential pools. Comparable at the equipment/automation layer that Horizon sells and installs as part of its renovation offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/horizonpoolsupply
• LinkedInlinkedin.com/company/valley-aquatic-solutions
• Instagraminstagram.com/horizoncommercialpools

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Valley Aquatic Solutions