CUA Pools

What CUA Pools does

CUA Pools (legal entity CUA LLC) is a privately held, bootstrapped commercial pool maintenance company founded in 2017 and headquartered in Denton, Texas. It serves hotels, apartment complexes, homeowner associations, and public/recreational pools in the Dallas/Fort Worth and Houston Metro Areas through a recurring monthly subscription model with three commercial tiers — Standard Chemical ($350/month), Premium CPO ($500/month), and Weekly Cleaning ($700/month) — plus a residential chemical-only service at $94.99/month and add-on repair services billed at a $55 service call rate.

The company's central technology asset is the proprietary CUASCHEM5 Pool Monitoring and Dispensing System, an NSF/ANSI/CAN 50-compliant automated TCCA tablet feeder with electronic valve modulation, ORP and pH sensor monitoring, circulation-proof safety interlock logic, and cloud-based 24/7 remote monitoring (sub-one-minute sampling with 15-minute cloud transmission). The system is paired with CPO-certified onsite service visits that handle all chemical management for the client, and is supported by a customer web portal (my.cuapools.com) and a self-service billing dashboard. CUA also operates an Inspector Resources channel through which health inspectors can request chemical logs and submit inspection reports.

The go-to-market is primarily direct, combining enterprise field sales to commercial property managers with inside sales via phone, SMS, and website contact forms, supported by content marketing through the company blog on topics such as health code compliance, chemical choices, and cost-saving strategies. In January 2024, the company discontinued its Pool Automation Controller product line and transitioned affected customers to either a complimentary cellular Chemical Dispensing System or a 50%-discounted Jandy Automation System partnership. The company is founder-led (CEO/Founder Juan C Franco, COO Jhohanie Santos, CTO Juan M Franco) with 1-10 employees and no disclosed external institutional funding.

Name

CUA Pools

Legal name

CUA LLC

Website

https://cuapools.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

CUA Pools is a bootstrapped Denton, Texas-based commercial pool service company operating in DFW and Houston, providing subscription-based smart chemical maintenance using its proprietary NSF 50-compliant CUASCHEM5 feeder and 24/7 remote monitoring to hotels, apartments, HOAs, and public pools.

Ownership category

akta.pro rank

Product category

Commercial Pool Maintenance Services

NAICS

Facilities Support Services (5612)

akta.pro primary industry

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

akta.pro secondary industry

Routine Pool Cleaning (Skimming, Vacuuming, Brushing) (HSAIALAA)

Keywords

• Commercial pool maintenance
• Smart pool monitoring
• Automated chemical feeders
• Pool service subscriptions
• Pool equipment repair

Headquarters

HQ city

Denton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Monthly Commercial Pool Maintenance Subscription: Recurring monthly subscription services for commercial pool maintenance with three tiers: Standard Chemical ($350/month), Premium CPO ($500/month), and Weekly Cleaning ($700/month). Pricing based on pool size up to 35,000 gallons with additional charges for larger pools.
2. Residential Pool Maintenance Subscription: Monthly residential service contracts: Chemical Only at $94.99/month plus tax, with additional pool cleaning services at various frequencies ($229.99 weekly, $159.99 every other week, $139.99 every 3rd week, $119.99 every 4th week).
3. Pool Equipment Repairs and Replacement: Repair services for pumps, filters, heaters, motors, pool lights, valves, timers, automation, and plumbing leaks. Service call fee of $55 with repairs under $100 performed immediately and charged separately.
4. Volume Discounts for Multi-Pool Properties: Tiered discount system for property management companies managing multiple commercial pools. Discounts increase with the number of pools entrusted to CUA Pools management.
5. Filter Maintenance Services: Additional filter cleaning services: DE filters cleaned every 6 months ($100 pre-approved, $150 on-demand), cartridge filters every 3 months ($100 pre-approved, $150 on-demand). Optional $24.99/month filter cleaning package.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

CUA Pools provides commercial pool maintenance services to hotels, apartments, HOAs, and public pools in the Dallas/Fort Worth and Houston Metro Areas. Service delivery combines a proprietary automated chemical feeding system (CUASCHEM5) with 24/7 cloud-based remote monitoring, full onsite chemical handling, CPO-certified compliance management, and supplemental pool equipment repairs. Customers subscribe to recurring monthly maintenance plans bundled with the smart feeder hardware, which CUA leases for the duration of service.

Product overview

CUA Pools is a commercial pool maintenance company operating in the Dallas/Fort Worth and Houston Metro Areas, offering a portfolio of smart pool monitoring and chemical management services. The core offering centers on the CUASCHEM5 Pool Monitoring and Dispensing System—an NSF 50-compliant automated chemical feeder paired with remote cloud-based monitoring. Service delivery is structured in three tiers: Standard Chemical ($350/month), Premium CPO ($500/month), and Weekly Cleaning ($700/month). The company previously offered a Pool Automation Controller (discontinued January 2024), now replaced through a program offering either a complimentary Cellular Chemical Dispensing System or discounted Jandy Automation System. Customer-facing access is provided through a web portal (my.cuapools.com) and billing dashboard (billing.cuapools.com).

Differentiator

Problem solved

Functional benefit

Brands

• CUASCHEM5: Smart Chemical Feeder - Automated pool monitoring and trichlor tablet dispensing system with remote monitoring capabilities for commercial pools. Pressure-rated vessel assembly for 150 psi working pressure with ORP and pH monitoring.
• Standard Chemical Service
• Premium CPO Service
• Weekly Cleaning Service

Products and services

• Commercial Pool Maintenance Services Full-service commercial pool maintenance for hotels, apartments, HOAs, and public pools in DFW and Houston Metro Areas, bundling smart chemical feeding, 24/7 remote monitoring, onsite chemical management, Texas and national health code compliance, and equipment repairs.
• CUASCHEM5 Pool Monitoring and Dispensing System NSF/ANSI/CAN 50-compliant automated chemical feeder system for commercial pool circulation systems using TCCA tablets with electronic valve feed control, ORP/pH monitoring, cloud-based supervisory oversight, circulation proof interlock, and bounded daily feed limits; leased to clients as part of the maintenance subscription.
• Residential Pool Maintenance Subscription Monthly residential pool maintenance subscription including chemical balancing (chlorine, pH, alkalinity) starting at $94.99/month plus tax and an optional cleaning service at variable frequency (weekly $229.99, every other week $159.99, every 3rd week $139.99, every 4th week $119.99) for residential pool owners in DFW and Houston.
• Pool Equipment Repairs and Replacement Repair and replacement service for commercial and residential pool equipment including pumps, filters (cartridge, sand, DE), heaters and heat pumps, pool lights, valves, timers, automation components, and plumbing leaks, available standalone or as part of a maintenance subscription.
• CUA Customer Web Portal Customer-facing web portal for monitoring pool status (chemical readings, service activity), managing service requests, and accessing account/billing information, with iOS and Android progressive web app support.
• CUA Billing Dashboard Self-service billing portal for CUA Pools subscribers to manage payment methods, view invoices, and update account billing information.

Quantifiable outcome

• Significant cost savings compared to traditional pool maintenance contracts and in-house staff
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• America's Swimming Pool Company (ASP): National franchise network providing residential and commercial pool maintenance, service, and repairs. Directly comparable to CUA Pools as a recurring-service pool-care operator targeting property managers, hotels, and commercial pools; competes for the same contracts CUA targets in DFW/Houston.
• Poolwerx: Global pool service franchise offering residential and commercial pool maintenance with subscription-based service plans. Directly comparable to CUA in moving pool care into a recurring managed-service model with a focus on chemistry, equipment, and ongoing monitoring.
• Pinch A Penny: U.S. pool retail-and-service franchise combining in-store chemicals with weekly pool maintenance and repair service. Comparable to CUA as a recurring-service pool-care provider, though it relies on retail distribution rather than proprietary smart-monitoring hardware.

Broad incumbents

• Leslie's Pool Supplies: Largest U.S. specialty retailer of pool supplies and equipment, also offering pool service. A broad incumbent in the same commercial and residential pool-care category; overlaps with CUA on service contracts and chemical maintenance, but competes as a much larger, publicly traded retailer rather than a smart-monitoring specialist.
• Pool Corporation: Largest wholesale distributor of pool equipment, parts, and supplies to service professionals and retail stores. Comparable to CUA as a pool-industry incumbent adjacent to CUA's CUASCHEM5 feeder installation and equipment-repair services, but operates in distribution rather than recurring service.
• Pentair: Global manufacturer of pool and water-treatment equipment including pumps, filters, heaters, and automated chemical controllers. Directly comparable to CUA on the hardware side of smart chemical feeding and remote monitoring that competes with CUA's CUASCHEM5 system; broader incumbent as a diversified equipment supplier.
• Hayward Pool Products: Manufacturer of pool equipment, automation systems, and chemical controllers, including smart pool-control platforms. Overlaps with CUA's CUASCHEM5 in offering automated chemical feeding and remote monitoring, but operates as a much larger global equipment incumbent selling through dealers rather than as a managed service.

Others

• Fluidra / Jandy: Global pool equipment manufacturer whose Jandy brand supplies pool automation systems that CUA explicitly recommends as a replacement for its discontinued Pool Automation Controller. Most comparable as an automation-systems peer and existing channel partner to CUA.

Regional players

• Premier Pools & Spas: Large regional pool builder and service provider operating across multiple U.S. metros. Comparable to CUA as a commercial-and-residential pool service operator in shared sunbelt geographies, though primarily a builder rather than a managed-service subscription specialist.
• Splash Pool Services: Commercial pool service company serving Texas and neighboring markets with scheduled maintenance, compliance, and equipment repair. Comparable to CUA as a Texas-based commercial pool maintenance competitor with similar customer profiles (HOAs, hotels, apartments).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/CuaPools
• Facebookfacebook.com/CUApools
• LinkedInlinkedin.com/company/cua-pools

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 CUA Pools