What Carlton Pools does

Carlton Pools is a family-owned swimming pool construction and service company founded in 1973, headquartered in Warminster, Pennsylvania, and operating across Pennsylvania, New Jersey, and Delaware. The company designs and builds custom inground concrete pools for both residential homeowners and commercial clients, with over 80% of construction work performed by dedicated in-house crews rather than third-party contractors. It holds builder licenses in three states (PA PA013594, NJ 13VH01226500, DE 1989005356) and operates seven retail locations across PA (Collegeville, New Britain, Trexlertown, Warminster, West Chester) and NJ (Flemington, Toms River) that serve as customer acquisition points, supply points for equipment and chemicals, and free water-testing stations.

The company's product and technology stack centers on proprietary and partnered pool finishes — it is the exclusive regional provider of aquaBRIGHT™ through the ecoFINISH family-of-companies partnership, alongside PebbleTec and ecoFINISH coatings — combined with pool automation systems from Hayward, Jandy, and Pentair. Adjacent service lines include pool renovation (resurfacing, coping, decking, tile, and feature upgrades), recurring service (seasonal openings/closings, weekly valet cleaning, repairs performed by CPO-certified technicians), retail products (above-ground pools, plunge pools, Chill Tub Pro cold-water therapy tubs, HELFA infrared saunas), and outdoor-living extensions (landscaping, hardscaping, outdoor kitchens, Swim+Garden precast architectural products). The commercial portfolio spans healthcare (Jefferson Health, Christian Health, Bayhealth), hospitality (Best Western, Holiday Inn, Homewood Suites), senior living (Lennar, NV Homes), multi-family residential, and recreation facilities (YMCA, JCC).

Carlton Pools operates a hybrid go-to-market combining direct-to-consumer residential sales (with in-person design consultations and project-based contracts typically spanning 10–12 weeks post-permitting) and enterprise field sales for commercial projects. Revenue mechanics are diversified across one-time project construction, one-time renovation, recurring service subscriptions (Plan A/B/C openings/closings, weekly valet), and hardware retail. Customer financing is offered through HFS Home Improvement Loans, Lyon Financial, and PayPal NCP. The company is independently owned and operated by the Solana family (Joe Solana and Sherry Solana), is BBB-accredited, a member of APSP and ASTM International, and has accumulated a workforce with exceptional tenure — multiple employees with 20+ years and a service team member at 49 years — anchored to its 50+ year operating history.

Name

Carlton Pools

Legal name

Carlton Pools

Website

https://carltonpools.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Swimming Pool Construction & Services

akta.pro primary industry

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

Keywords

• Swimming pool construction
• Pool renovation services
• Pool maintenance service
• Commercial pool building
• Pool retail supplies

Headquarters

HQ city

Warminster

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Pool Construction: Custom inground concrete swimming pool construction for residential and commercial clients. Revenue is project-based, one-time with significant ticket sizes. Process includes consultation, design, permitting, excavation, construction, and final inspection spanning 10-12 weeks after permits.
2. Pool Renovation: Renovation services including resurfacing, coping replacement, decking, tile replacement, and upgrades (spas, waterfalls, fountains). One-time project revenue with potential for upselling additional services.
3. Pool Service & Maintenance: Ongoing pool service including openings/closings, cleaning, maintenance, and repairs. Service plans available (Plan A for complete opening/closing, Plan B for mesh cover). Valet service offering weekly visits.
4. Retail Products: Sale of pool equipment (pumps, filters, heaters), chemicals, accessories, above-ground pools, plunge pools, chill tubs, and saunas through 7 retail locations. Free water testing offered to drive product sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Carlton Pools is a family-owned swimming pool builder and service company that designs and constructs custom inground concrete pools for residential and commercial clients across the PA, NJ, and DE tri-state area. The company offers comprehensive pool renovation services (resurfacing, coping, decking, tile replacement), full-service pool maintenance (openings/closings, cleaning, repairs), and operates 7 retail stores selling pool equipment, chemicals, and supplies including above-ground pools, plunge pools, chill tubs, and saunas. Over 80% of pool construction is performed in-house with dedicated crews.

Product overview

Carlton Pools is a family-owned swimming pool builder and service company offering a comprehensive portfolio of pool-related products and services. The core offerings include custom inground concrete residential and commercial pool construction, with over 80% of work performed in-house. Supporting the construction business are seven retail store locations across PA and NJ. The renovation division provides resurfacing (aquaBRIGHT, PebbleTec, ecoFINISH), coping, decking, tile, and upgrade services (spas, waterfalls, fountains, lighting). Full-service maintenance includes openings/closings, cleaning, maintenance, and repairs. Adjacent products include plunge pools, Chill Tub Pro cold therapy units, HELFA infrared saunas, landscaping/hardscaping services, outdoor kitchens, and Vintage Cast precast architectural products. The company also resells equipment from Jandy, Hayward, Pentair, Polaris, Zodiac, and Doughboy above-ground pools through retail stores.

Differentiator

Problem solved

Functional benefit

Brands

• aquaBRIGHT: High-performance pool finish offered exclusively by Carlton Pools in the area.
• ecoFINISH

Products and services

• Residential Pool Construction Custom inground concrete swimming pools built for homeowners, featuring design consultation, excavation, construction, and finishing with premium surfaces like aquaBRIGHT and PebbleTec.
• Commercial Pool Construction Design and construction of commercial inground pools for hotels, community centers, apartment complexes, campgrounds, resorts, healthcare facilities, swim clubs, and senior living communities.
• Pool Renovation Services Comprehensive renovation services including resurfacing, coping replacement, decking, tile replacement, and upgrades (spas, waterfalls, fountains) to modernize and restore existing pools.
• Pool Service & Maintenance Comprehensive pool maintenance services including openings and closings, cleaning, maintenance, and repairs performed by certified pool technicians (CPO certified).
• Pool Openings & Closings Professional seasonal pool opening and closing services including cover removal, filter system activation, winterization, and equipment maintenance. Service plans available: Plan A (Complete Opening/Closing), Plan B (Mesh Cover), Plan C (DIY).
• Weekly Valet Pool Cleaning Service Weekly valet cleaning service including vacuuming, brushing, skimming, water testing, chemical balancing, filter backwashing/recharging, and basket emptying.
• Pool Repair Services Repair services for pumps, filters, heaters, salt generators, air blowers, automation systems, and pool covers.
• Pool Upgrades & Features Enhancement services including spa additions, waterfalls, fountains, and LED lighting installations from Hayward and Jandy.
• Retail Stores (Pool Equipment & Supplies) Seven retail store locations offering pool equipment, chemicals, parts, above-ground pools, plunge pools, chill tubs, saunas, and supplies with free water testing services.
• Plunge Pools Compact 15ft x 8ft x 4ft pools designed for small spaces, delivered ready-to-use with filter, pump, and cantilever decking up to 300 sq ft.
• Chill Tub Pro Cold water therapy tubs with precise temperature control for at-home cold water immersion therapy.
• HELFA Infrared 130 Sauna Infrared sauna units designed for home use, providing wellness benefits with private, accessible installation.
• Landscaping & Hardscaping Services Landscape design and installation including storm water management, rain gardens, grading, drainage, sod, landscape bed edging, plus hardscape construction including paver patios, retaining/boulder walls, blue stone patios, low voltage lighting, masonry veneer, and outdoor kitchen installations.
• Pool Financing Services Financing solutions through HFS Home Improvement Loans and Lyon Financial offering unsecured pool loans with low fixed rates, no stage funding, and no equity needed.

Quantifiable outcome

• Over 80% of pool construction performed in-house, reducing reliance on third-party contractors and ensuring quality control
• +2 more outcomes

Named customers21 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• HaywardcoreTechnology or IntegrationEquipment partner supplying pool pumps, filters, heaters, and automation systems. Hayward Expert Line products and Totally Hayward rewards program available through retail stores.
• JandycoreTechnology or IntegrationEquipment partner supplying heat pumps, water levelers, and other pool equipment for commercial and residential pools.
• PentaircoreTechnology or IntegrationEquipment partner providing residential and commercial water solutions and pool equipment.
• DoughboycoreChannel Partner/ Reseller/ DistributorAbove-ground pool supplier. Carlton Pools is an authorized supplier of Doughboy above-ground pools sold through retail stores.
• ecoFINISHcoreStrategic or Co-development PartnerHigh-performance pool coating technology partner. Part of Carlton's family of companies. Exclusive provider of aquaBRIGHT finish in the area. Offers wide range of color options inspired by beaches worldwide.
• Vintage CastcoreStrategic or Co-development PartnerPre-cast concrete architectural products partner. Part of Carlton's family of companies. Supplies Kope coping, spillways, ornamental orbs, pillar caps, fountains, and architectural stone for pool projects.
• Optus ResinminorStrategic or Co-development PartnerPart of Carlton's family of companies. Resin products for pool applications.
• BioGuardminorChannel Partner/ Reseller/ DistributorPool chemical and maintenance product partner. Products like Pool Magnet Plus available through retail locations.
• SwimSEOminorGTM or Marketing PartnerDigital marketing partner specializing in search engine optimization for swimming pool companies. Part of Carlton's family of companies.

Scale indicators7 records

Recent moves2 records

Expansion highlights6 records

Others

• ecoFINISH: Manufacturer of high-performance polymer pool coatings including the aquaBRIGHT finish offered exclusively by Carlton Pools. ecoFINISH is described as part of Carlton's family of companies and represents both a supplier relationship and a strategic co-development partner in the premium pool finish category.
• Pebble Technology (PebbleTec): Manufacturer of premium pool finishes including PebbleTec, PebbleSheen, and PebbleFina products. Pebble Technology is a supplier relationship for Carlton's renovation/resurfacing business, offering pool surface finishes that compete against ecoFINISH and aquaBRIGHT in the premium pool finish category.

Regional players

• Shasta Pools: One of the largest pool builders in the Southwest United States, operating in Arizona and surrounding states. Shasta offers custom residential and commercial pool construction, retail, and service — a comparable operating model to Carlton in a different regional market.
• California Pools & Landscape: Large regional pool and landscape builder serving Southern California with custom residential and commercial pool construction. While operating in a different geography, the company offers comparable products and services to Carlton and serves as a relevant benchmark for regional pool builder scale.

Direct peers

• Anthony & Sylvan Pools: Largest residential pool builder in the United States with regional operating centers across multiple states. Anthony & Sylvan directly competes with Carlton in the custom inground concrete pool construction and renovation market, serving similar residential and commercial customers with comparable project-based business models.
• Blue Haven Pools & Spas: Multi-regional pool builder with retail and service locations across the US, offering custom inground pools, renovations, and retail products. Blue Haven's vertically integrated model and geographic footprint mirror Carlton's structure and target customer base.
• Premier Pools & Spas: National pool builder franchise operating across numerous US markets with custom residential and commercial pool construction. Premier operates with a similar sales-assisted consultation model and competes directly with Carlton in regional markets for project-based pool contracts.

Broad incumbents

• Pool Corporation: Largest wholesale distributor of swimming pool supplies, equipment, and related products in North America with over 400 locations. Pool Corp is a broad incumbent in the pool ecosystem, supplying many of the same products Carlton resells at retail, including Hayward, Pentair, and Jandy equipment.

Emerging players

• Thursday Pools: Fiberglass pool manufacturer serving residential and commercial markets through a dealer/installer network. Thursday Pools represents an emerging technology alternative to traditional concrete pool construction, competing indirectly with Carlton for residential pool customers.
• River Pools & Spas: Fiberglass pool manufacturer and installer network with strong digital marketing presence. River Pools represents a different technology approach (fiberglass vs. Carlton's concrete) but competes for the same residential pool customers and demonstrates an emerging digitally-native model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CarltonPools
• Instagraminstagram.com/carltonpoolspa

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Carlton Pools