Aquatic Management Group

What Aquatic Management Group does

Aquatic Management Group, Inc. (AMG) is a private, founder-owned commercial pool management company headquartered in Raleigh, North Carolina. Founded in 2008, the company delivers managed aquatic services to commercial pools, swim clubs, and community associations across two regional divisions — AMG of the Triangle (Raleigh, Cary, Apex, Wake Forest) and AMG of the Triad (Winston-Salem, High Point, Burlington).

AMG's core offering bundles certified lifeguard staffing, commercial pool maintenance, renovation and repair, and facility consulting into multi-season managed services contracts. The company complements these operational services with a training program portfolio that includes lifeguarding certification, First Aid/CPR/AED courses, and Certified Pool Operator (CPO) training. It also operates an event-hosting line, Party at The Pool, for aquatic venues.

AMG runs a B2B sales-led go-to-market, reaching customers through direct outreach and partnership inquiries into its website. It positions itself as a premium, safety-first operator, advertising roughly 30% higher base pay than competitors for lifeguards, attendants, and managers. The company has no disclosed technology platform, proprietary software, or AI/ML capabilities; its core asset is its trained, certified seasonal workforce and its 16-year brand presence in the North Carolina market, where it serves hundreds of clubs and communities.

Name

Aquatic Management Group

Legal name

Aquatic Management Group, Inc.

Website

https://aquaticmanagementgroup.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Aquatic Management Group is a private commercial pool management company in North Carolina that provides lifeguard staffing, maintenance, renovation, and training services to hundreds of swim clubs, community associations, and commercial aquatic facilities across the Triangle and Triad regions.

Ownership category

akta.pro rank

Product category

Commercial Pool Management Services

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL)

akta.pro secondary industries

Aquatic Centers & Swimming Facilities (MPAKAEAF), Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

Keywords

• Commercial pool management
• Lifeguard staffing services
• Pool maintenance services
• Pool renovation repair
• Aquatic facility management

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Commercial Pool Management Services: Ongoing contracted services for commercial pool operations including lifeguard staffing, maintenance, and facility management for clubs and communities.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Aquatic Management Group is a commercial pool management services company that contracts directly with clubs, community associations, and commercial aquatic facilities across North Carolina to deliver trained lifeguard staffing, routine pool maintenance, renovation and repair, and facility consulting. The company complements these managed services with paid training programs that certify lifeguards, First Aid/CPR/AED responders, and Certified Pool Operators.

Product overview

Aquatic Management Group is a pool management services company operating as a unified service offering rather than a software platform. The company provides commercial aquatic facility management through multiple integrated service lines: Commercial Lifeguard and Swim Club Management, Commercial Pool Maintenance, Renovation and Repair, Commercial Facility Consulting, and Party at The Pool. In addition to operational services, AMG offers training programs including Lifeguarding Courses, First Aid/CPR/AED Training, and Certified Pool Operator (CPO) Training. The company serves clubs and communities across North Carolina, operating under regional divisions AMG of the Triangle (Raleigh area) and AMG of the Triad (Greensboro area).

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Lifeguard and Swim Club Management Premium pool management service providing trained lifeguards and professional swim club operations for commercial aquatic facilities such as clubs, community pools, and resort pools.
• Commercial Pool Maintenance Comprehensive maintenance services for commercial pools, ensuring clean, safe, and properly functioning aquatic facilities through routine cleaning, chemistry balancing, and equipment checks.
• Renovation and Repair Pool renovation and repair services for commercial aquatic facilities undergoing upgrades or requiring restoration of pool infrastructure and finishes.
• Party at The Pool Event hosting and party management services for aquatic venues, enabling commercial facilities to host member or community events at their pools.
• Lifeguarding Courses Lifeguard certification and training courses for individuals seeking employment in aquatic safety, supporting AMG's internal staffing pipeline.
• First Aid/CPR/AED Training Emergency response training covering first aid, cardiopulmonary resuscitation (CPR), and automated external defibrillator (AED) usage for staff and community members.
• CPO Training (Certified Pool Operator) Certified Pool Operator training course covering pool maintenance, water chemistry, safety, and regulatory compliance, with online primer and exam components, certifying participants to operate commercial pools.
• Commercial Facility Consulting Expert consulting services for commercial aquatic facilities covering operational guidance, regulatory best practices, and management advisory.

Quantifiable outcome

• 30% higher base pay than competitors for lifeguards, attendants, and managers

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 indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pool Management Inc. Commercial pool management provider delivering lifeguard staffing, maintenance, and renovation for HOA and club pools. Mirrors AMG's core commercial-pool service model and customer segments.
• Sundance Pool & Spa: Regional commercial pool management and maintenance company serving community pools, apartment complexes, and country clubs. Comparable service mix and customer base, though focused primarily in Texas rather than the Southeast.
• American Pool Enterprises: Largest commercial pool management company in the United States, providing lifeguard staffing, pool operations, and renovation services to HOAs, country clubs, and municipal facilities nationwide. Most directly comparable to AMG in service mix, customer base, and operating model, but at materially greater scale and geographic reach.
• Premier Pool & Spa Management: Regional commercial and residential pool management company offering lifeguard staffing, maintenance, and renovation. Comparable to AMG in service stack and customer base (HOAs, swim clubs), serving overlapping Sun Belt geographies.
• Aqua-Aid: Commercial pool and aquatic facility management firm providing staffing, operations, and consulting services to clubs, HOAs, and municipalities. Closely aligned with AMG's commercial-pool, lifeguard-staffing-led offering.
• Jeff Ellis & Associates (Ellis & Associates): Aquatic safety and lifeguard training/management firm offering International Lifeguard Training Program certifications and aquatic facility management services. Highly comparable to AMG's lifeguard training and managed staffing pillars.

Others

• CPO certification providers (PHTA / NSPF): Pool & Hot Tub Alliance and similar certification bodies provide the CPO curriculum AMG teaches. Comparable in that they offer the same training program category but operate as standards/credentialing organizations rather than commercial staffing operators.

Broad incumbents

• PoolCorp: Largest wholesale distributor of pool supplies, equipment, and related goods in North America. Adjacent incumbent whose renovation/repair supply chain and customer base overlap with AMG's renovation and maintenance services.

Emerging players

• Swim Club Management Group: Specialized swim-club-focused management company offering lifeguard staffing and seasonal operations. Comparable niche focus on swim clubs but with narrower service breadth than AMG.
• Yelp/Thumbtack local pool service contractors: Fragmented network of independent commercial and residential pool service contractors accessed via on-demand marketplaces. Represent AMG's primary low-cost, local competitive threat in any given NC submarket.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/p/DA1JJkdxToq

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 Aquatic Management Group