Maytronics
Maytronics is the publicly traded Israeli pioneer and global leader in robotic pool cleaners, selling the Dolphin and Niya brands of autonomous corded and cordless cleaners through dealers, major retailers, and direct e-commerce to residential and commercial pool owners worldwide.
- Company typePublic
- Founded1983
- HeadquartersJezreel, Israel
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Maytronics does
Maytronics Ltd., founded in 1983 at Kibbutz Yizre'el, Israel, is the publicly traded (TASE: MTRN) pioneer and global market leader in robotic pool cleaning technology under the Dolphin brand, with a complementary value-tier Niya brand. The company designs and manufactures autonomous robotic pool cleaners for residential and commercial pools, featuring proprietary technologies including CleverClean smart navigation, JetIQ shallow-water cleaning (8-inch depth), DebrisLock backwash filtration, an anti-tangle swivel system patented in 2005, inductive charging on the cordless Liberty line, and Wi-Fi connectivity through the MyDolphin Plus mobile app. Product lines span entry-level corded units at $499 (Dolphin Nautilus CC, Dolphin Active) through premium cordless models at $1,599-$2,099+ (Dolphin Liberty 600, EON 120d), plus commercial Dolphin Wave units for hotels, resorts, and large public pools, supported by Puri Tech pool chemicals and genuine replacement parts/accessories.
Revenue is generated primarily through one-time hardware sales via a global authorized dealer and distributor network, direct-to-consumer e-commerce on maytronics.com (US-only shipping), Amazon marketplace, and major retailers including Home Depot, Lowe's, Best Buy, and Walmart. Maytronics serves residential pool owners (primary), commercial pool operators (hotels/resorts/apartment complexes), and pool service professionals across more than ten countries in North America, Europe, Oceania, Latin America, Africa, and the Middle East, with wholly-owned subsidiaries in the US (Atlanta, est. 2007), France (2009), Australia (2010), Spain (2012), Germany (via Bünger & Frese, 2020), plus majority-owned ECCXI (US, 2022) and Orimatech (Australia, 2022). FY2025 revenue was 1.4 billion ILS (~$385M USD), a 13.6% year-over-year decline, with a 222 million ILS net loss; however, operating cash flow improved 126% to 292 million ILS and net debt was reduced by $168 million. In April 2026, new CEO Rafael Benami announced a strategic refocusing toward core robotic pool-cleaning operations and exit from non-core pool water monitoring/control activities.
Maytronics firmographics
Firmographics- Name
- Maytronics
- Legal name
- Maytronics, Ltd.
- Website
- https://maytronics.com
- Company type
- Public
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Maytronics is the publicly traded Israeli pioneer and global leader in robotic pool cleaners, selling the Dolphin and Niya brands of autonomous corded and cordless cleaners through dealers, major retailers, and direct e-commerce to residential and commercial pool owners worldwide.
- Ownership category
- akta.pro rank
Maytronics industry classification
Industry- Product category
- Robotic Pool Cleaners
- NAICS
- Small Electrical Appliance Manufacturing (335210)
- SIC
- Electric Housewares & Fans (3634)
- akta.pro primary industry
- Pool Cleaning Robots (CRACARAC)
- akta.pro secondary industries
- Routine Pool Cleaning (Skimming, Vacuuming, Brushing) (HSAIALAA), Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL)
Keywords
Where Maytronics is headquartered
LocationHeadquarters
- HQ city
- Jezreel
- HQ country
- Israel
- HQ region
- Middle East
Offices7 records
Markets served
Maytronics business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Robotic Pool Cleaner Sales: Primary revenue stream from sale of robotic pool cleaners. Products include corded and cordless models ranging from entry-level ($499) to premium ($2,099+). Full-year 2025 revenues declined 13.6% to 1.4 billion ILS.
- Replacement Parts & Accessories: Revenue from genuine replacement parts including filters, brushes, caddies, power supplies, cables, motor units, and tracks. Parts include Ultra-Fine Filter Assemblies ($15-$169), Universal Caddy ($109-$269), and various filter kits.
- Pool Chemicals: Sale of pool chemicals including chlorine and sanitizers, pH water balancers, shock oxidizers, and pool maintenance chemicals under the Puri Tech brand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level corded robotic pool cleaners for small pools |
| One time/ perpetual license | Pay-as-you-go | Mid-range Wi-Fi enabled robotic pool cleaners |
| One time/ perpetual license | Pay-as-you-go | Premium corded and cordless robotic pool cleaners |
| One time/ perpetual license | Pay-as-you-go | Premium cordless robotic pool cleaners with advanced features |
| Unit Pricing | Pay-as-you-go | Replacement parts, filters, and accessories |
| One time/ perpetual license | Pay-as-you-go | Commercial-grade robotic pool cleaners for large facilities |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels8 records
Maytronics product offering
Product offeringCore offering
Maytronics designs, manufactures, and sells robotic pool cleaners under the Dolphin and Niya brands for residential in-ground and above-ground pools as well as commercial pools. Its products range from entry-level corded cleaners (~$499) to premium cordless models ($2,099+) and commercial Wave series, featuring proprietary navigation (CleverClean), shallow-water cleaning (JetIQ), and backwash filtration (DebrisLock) technologies, supported by genuine replacement parts, pool chemicals, and a Wi-Fi mobile app.
Product overview
Maytronics is a global leader in robotic pool cleaning technology with a comprehensive product portfolio spanning residential and commercial segments. The core product lines include the Dolphin EON (cordless with JetIQ technology for shallow-water cleaning), Dolphin Nautilus (best-value to premium corded models including CC, CC Plus, CC Supreme, and Titan), Dolphin Liberty (cordless line with inductive charging), Dolphin Wave (commercial cleaners for large and mid-sized pools), and Niya (value-oriented pool cleaners). The Dolphin brand, established in 1983, offers products ranging from $499-$2,099 for corded models and $899+ for cordless. Supporting offerings include the MyDolphin Plus mobile app for Wi-Fi enabled scheduling, Puri Tech pool chemicals (chlorine, pH balancers, shock oxidizers), genuine parts and accessories, and certified refurbished units. The portfolio is organized across residential categories (Best Performance, Best Seller, Best Value, Cordless) and commercial categories (Extra Large Pools, Mid-Sized Pools), with products available through direct online sales and a global dealer network.
Differentiator
Problem solved
Functional benefit
Brands
- Dolphin: Flagship brand of robotic pool cleaners for residential and commercial pools, including corded and cordless models
- Niya
- Dolphin EON
- Dolphin Liberty
- Dolphin Wave
Products and services
- Dolphin EON 120d Premium cordless robotic pool cleaner with JetIQ shallow-water cleaning, DebrisLock backwash filtration, and 95% cleaning rate on synthetic leaves and organic debris. Designed for residential in-ground pools.
- Dolphin EON 100 Cordless robotic pool cleaner with JetIQ technology for shallow-water cleaning on sun ledges and Baja shelves, featuring DebrisLock backwash filtration.
- Dolphin Nautilus CC Plus w/Wi-Fi Wi-Fi enabled robotic pool cleaner with ultra-fine filtration (70 microns), CleverClean smart navigation, anti-tangle swivel cable, and MyDolphin Plus app for remote scheduling and control. Covers pools up to 50 ft with floor and wall cleaning.
- Dolphin Nautilus CC Best-value robotic pool cleaner for residential pools up to 33 ft with active scrubbing brush, top-load filtration basket, CleverClean navigation, and energy-efficient design using 87% less energy than pressure-side cleaners.
- Dolphin Liberty 600 Cordless robotic pool cleaner with inductive charging, long battery life, efficient debris removal, and floor/wall/waterline coverage including sun-ledge cleaning for tanning shelves as shallow as 30 cm.
- Dolphin Liberty 400 Cordless robotic pool cleaner in the Dolphin Liberty line offering freedom from power cords with inductive charging for residential pool cleaning.
- Dolphin Liberty 200 Cordless robotic pool cleaner with Eco Mode that keeps pool floor clean all week using three 40-minute cycles per charge, plus sun-ledge cleaning for shallow 30 cm tanning shelves and interchangeable fine/ultra-fine filter options.
- Niya Sonar 60 Robotic pool cleaner in the Niya brand offering smart, simple pool cleaning with performance and value for every pool type.
- Niya Sonar 30 Value-oriented robotic pool cleaner in the Niya line for budget-conscious pool owners seeking reliable cleaning performance.
- Niya Aquasweep S1 Cordless handheld pool vacuum with telescopic pole for manual spot cleaning of pool areas.
- Dolphin Wave 120 / 140 / 200 XL / 300 XL Extra-large commercial pool cleaners in the Dolphin Wave series designed for large hotels, resorts, and public pools requiring heavy-duty robotic cleaning.
- Dolphin Wave 100 / 80 / 60 / 90i / W 20 Mid-sized commercial pool cleaners in the Dolphin Wave series for apartment complexes, condos, and medium-sized commercial pools.
- Dolphin Nautilus Titan Premium performance residential pool cleaner in the Nautilus line with advanced features for in-ground pools.
- Dolphin Nautilus CC Supreme High-end Nautilus model with premium features for superior residential pool cleaning performance.
- Dolphin Explorer E50 Explorer series robotic pool cleaner with advanced cleaning capabilities for residential pools.
- Dolphin Skimmi Robotic pool skimmer for automated surface debris removal, operating independently on the pool water surface.
- Puri Tech Pool Chemicals Chemical product line under the Puri Tech brand including chlorine and sanitizers, pH water balancers, and shock oxidizers for complete pool water maintenance.
- Genuine Refurbished Dolphins Factory-refurbished Dolphin robotic pool cleaners offering certified quality at reduced pricing through the Dolphin Premium Outlet.
- Dolphin Parts & Accessories Genuine Dolphin replacement parts including fine, ultra-fine, and super ultra-fine filters, brushes, cables, caddies, covers, motor units, power supplies, and tracks for all Dolphin models.
Quantifiable outcome
- 95% cleaning rate on synthetic leaves and organic debris
- +3 more outcomes
Companies that use Maytronics
Customer profileSegments3 records
Ideal customer profiles3 records
Maytronics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature6 records
Maytronics partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered regional and core.
- OrimatechregionalMaytronics acquired Orimatech, the New South Wales and Queensland master dealer, in 2022 to strengthen presence in the Australian market.
- ECCXIregionalMaytronics purchased 70% of ECCXI, a US swimming pool and supplies sales and distribution company, in 2022 to expand distribution capabilities in the US market.
- Bünger & Frese GmbHregionalGerman wholesaler established in 1972 that joined Maytronics in 2020 to empower the German market with Maytronics pool cleaning products through their existing distribution network.
- MGI InternationalregionalMaytronics acquired MGI International in 2009 to establish Maytronics France, acquiring technologies including Posiedon, AquaAlarm, Espio, and Oxineo.
- AmazoncoreMajor online marketplace partner for distribution of Dolphin products. Maytronics products featured in Amazon promotional events including Big Spring Sale alongside competitor brands.
- Best BuycoreMajor retail partner for Dolphin product distribution in physical stores. Referenced in product availability and brand protection program documentation.
- Home DepotcoreMajor home improvement retailer partner for Dolphin product distribution. Referenced in brand protection and authorized seller program documentation.
- Lowe'scoreMajor home improvement retailer partner for Dolphin product distribution. Included in authorized seller and brand protection program documentation.
- WalmartcoreMajor retail partner for Dolphin product distribution. Referenced in brand protection program documentation for authorized seller verification.
Scale indicators10 records
Recent moves10 records
Expansion highlights6 records
Maytronics competitors and assessment
Company assessmentBroad incumbents
- Fluidra: Fluidra is the global pool-equipment conglomerate that owns Polaris and Zodiac and competes with Maytronics across full pool solutions, leveraging its dealer and OEM relationships to bundle robotic cleaners into broader pool builds.
- Hayward Industries: Hayward is one of the four US robotic pool cleaner market players alongside Maytronics and offers a wide portfolio including the TigerShark and AquaVac robotic lines, competing across residential and commercial channels.
- BWT Pool Products: BWT is a European water-treatment specialist that also markets pool equipment including robotic cleaners, competing with Maytronics in EU markets where Maytronics holds strong share via Maytronics France and Maytronics Spain.
- Pentair: Pentair is a broad-pool-equipment incumbent (pumps, filters, heaters, automation) that also sells robotic cleaners under the Kreepy Krauly brand, competing with Maytronics in the integrated pool-system bundle sold through dealers and retailers.
Direct peers
- BeatBot: BeatBot is a fast-growing cordless robotic pool cleaner specialist targeting the premium-and-above tier with AI navigation and app control, competing head-to-head with the Dolphin Liberty 600 and Dolphin EON lines in the consumer channel.
- Aiper: Aiper is a Chinese-founded cordless robotic pool cleaner brand that has emerged as the primary challenger to Maytronics in the residential segment, offering app-connected, battery-powered robots at aggressive price points that directly compete with the Dolphin Liberty and EON lines.
- Zodiac Pool Systems (Fluidra): Zodiac, a Fluidra brand, sells robotic pool cleaners (including the Alpha and Vortex lines) through professional dealers and retail, directly competing with the Dolphin Nautilus range in both residential and light-commercial segments.
- Polaris (Fluidra): Polaris, owned by Fluidra, sells a competing line of robotic and pressure-side pool cleaners through US pool dealers and big-box retailers, overlapping directly with Maytronics' Dolphin Nautilus and Dolphin Wave commercial ranges.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Maytronics social profiles
Digital presenceMaytronics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maytronics leadership team
Management profileNumber of profiles
Profiles7 records
Maytronics subsidiaries and ownership
Company hierarchySubsidiaries7 records
Maytronics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maytronics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maytronics
What does Maytronics do?
Maytronics designs, manufactures, and sells robotic pool cleaners under the Dolphin and Niya brands for residential in-ground and above-ground pools as well as commercial pools. Its products range from entry-level corded cleaners (~$499) to premium cordless models ($2,099+) and commercial Wave series, featuring proprietary navigation (CleverClean), shallow-water cleaning (JetIQ), and backwash filtration (DebrisLock) technologies, supported by genuine replacement parts, pool chemicals, and a Wi-Fi mobile app.
Is Maytronics a public or private company?
Maytronics is a public company. It is classified as public and is currently operating.
When was Maytronics founded?
Maytronics was founded in 1983. It employs 501 to 1,000 people.
Where is Maytronics based?
Maytronics is headquartered in Jezreel, Israel, in the Middle East region.
How does Maytronics make money?
Three revenue lines are on record. Robotic Pool Cleaner Sales are the primary driver. The others are replacement Parts & Accessories and pool Chemicals.
Who are Maytronics's main competitors?
Broad incumbents on record are Fluidra, Hayward Industries, BWT Pool Products and Pentair. Direct peers are BeatBot, Aiper, Zodiac Pool Systems (Fluidra) and Polaris (Fluidra).
Does Maytronics have an API?
No public API is recorded for Maytronics.
What industry is Maytronics in?
Maytronics's product category is Robotic Pool Cleaners. Its primary akta.pro industry code is CRACARAC, Pool Cleaning Robots, with a secondary code of HSAIALAA, Routine Pool Cleaning (Skimming, Vacuuming, Brushing). Its NAICS code is 335210 and its SIC code is 3634.