Burton Pools & Spas

What Burton Pools & Spas does

Burton Pools & Spas is a residential pool builder, hot tub retailer, and pool service provider headquartered in Fort Smith, Arkansas, and operating across Arkansas, Oklahoma, and Missouri through five physical retail showroom locations. Founded in 1978, the company constructs custom inground pools across three primary construction types—vinyl liner, fiberglass, and gunite—alongside semi-inground (Doughboy Hydrosphere), above-ground (Doughboy), and plunge (Thursday Pools) options. The product portfolio also spans premium hot tub brands (HotSpring Spas, Freeflow Spas, Fantasy Spas), Endless Pools swim spas, saunas, and cold plunge tubs, plus an in-store retail operation for pool chemicals (Poolife, Baquacil), equipment (Pentair, Hayward, Jandy), and accessories. Beyond construction and product sales, Burton operates a recurring pool service and maintenance business covering weekly/biweekly service plans, equipment repair, vinyl liner replacement, and seasonal pool opening/closing.

The business runs on a showroom-driven, sales-led model in which customers consult with dedicated sales staff, evaluate products in person, and receive at-home consultations followed by company-performed installation. Pricing spans a wide range—from roughly $3,999 for entry-level hot tubs to $35,000–$90,000+ for inground pools, with most inground sales concentrated in the $60,000–$90,000 band—and is supported by third-party financing partners (HFS Financial, Lyon Financial, GreenSky) that provide loans up to $200,000 with terms up to 25 years. The company holds flagship channel relationships with leading industry brands and has cumulatively built over 12,000 pools and sold more than 9,000 hot tubs across its 48-year history. Marketing is local and content-driven: a website knowledge center/blog, location-targeted SEO pages, social channels (Facebook, Twitter, Pinterest), customer testimonials, and community involvement programs. Burton has earned recognition as a Top 50 Pool Builder (2019, 2022) and Top 50 Pool Service Company (2022) from Pool & Spa News, an NSPI Gold Medal for pool design, and holds a BBB A+ rating.

Name

Burton Pools & Spas

Legal name

Burton Pools & Spas

Website

https://www.burtonpools.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Residential Pool Construction and Outdoor Living Retail

akta.pro primary industry

Water Testing & Chemical Balancing (HSAIALAB)

akta.pro secondary industries

Routine Pool Cleaning (Skimming, Vacuuming, Brushing) (HSAIALAA), Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ), Leak Detection & Repair (Pool/Spa Plumbing & Shell) (HSAIALAH), Pool Opening & Seasonal Startup (HSAIALAD), Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL), Pool Decking & Surrounds (HSAPALAK)

Keywords

• Pool construction
• Hot tub sales
• Pool maintenance services
• Swim spa installation
• Outdoor living products

Headquarters

HQ city

Fort Smith

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pool Construction & Installation: Custom inground pools (vinyl liner, fiberglass, gunite), semi-inground pools, and above ground pools. Primary revenue driver with prices ranging from $35,000-$90,000 for inground pools.
2. Hot Tub & Swim Spa Sales: Sales of HotSpring Spas, Freeflow Spas, Endless Pools swim spas, saunas, and cold plunge products. Hot tub prices start at $3,999 and go up to $21,000+.
3. Pool & Spa Supplies & Chemicals: Retail sales of pool and spa chemicals, equipment, replacement parts, automatic cleaners, pool covers, filters, pumps, and accessories. Brands include Poolife, Baquacil, Polaris, Beatbot, Pentair, Hayward, and Jandy.
4. Pool Service & Maintenance: Weekly and biweekly pool maintenance service plans, equipment repair, vinyl liner replacement, pool opening/closing services, and pool cover replacement.
5. Financing Services: The company facilitates financing through HFS Financial, Lyon Financial, and GreenSky, earning referral or partnership benefits from these lending partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Burton Pools & Spas is a pool builder, hot tub retailer, and pool service provider that designs, sells, and installs custom inground pools (vinyl liner, fiberglass, gunite), above-ground and semi-inground pools, plunge pools, premium hot tubs, swim spas, saunas, and cold plunge products. The company also operates five retail showrooms stocked with pool and spa chemicals, equipment, automatic cleaners, covers, and accessories, and provides recurring pool maintenance, equipment repair, vinyl liner replacement, pool opening/closing, and pool renovation/remodel services to residential customers across Arkansas, Oklahoma, and Missouri.

Product overview

Burton Pools & Spas operates as a pool builder, supply store, and service provider offering custom inground pools, above-ground pools, semi-inground pools, luxury hot tubs, swim spas, saunas, and cold plunge products. The product portfolio includes multiple pool types (vinyl liner, fiberglass, gunite, plunge, and semi-inground pools), hot tub brands (HotSpring Spas, Fantasy Spas, Freeflow Spas), Endless Pools swim spas, water care products (Poolife, Baquacil, Sirona), custom features (waterfalls, tanning ledges, lighting, pool slides, infinity edges), and comprehensive services including pool renovations, maintenance, equipment repair, and financing options through HFS Financial, Lyon Financial, and GreenSky. The company serves residential customers across Arkansas, Oklahoma, and Missouri through five retail locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Inground Pools (Vinyl Liner, Fiberglass, Gunite) Custom-designed inground swimming pools available in vinyl liner, fiberglass, and gunite construction styles for residential homeowners in Arkansas, Oklahoma, and Missouri, with pricing typically ranging from $35,000 to $90,000+.
• Above-Ground Pools Affordable, easy-to-install above-ground pools including Doughboy models, with entry-level packages starting at approximately $6,500 installed and popular 24' round pools around $8,700.
• Semi-Inground Pools Hybrid pools combining the aesthetics of inground with easier installation, including Doughboy Hydrosphere models, with packages starting at $15,760 installed and going up to $35,000+.
• Plunge Pools Compact, deep residential pools designed for cooling off and relaxation, including the Thursday Pools Plunge Pool Series.
• Hot Tubs (HotSpring, Freeflow, Fantasy Spas brands) Retail sale of premium (HotSpring Spas), mid-range (Fantasy Spas by Caldera), and entry-level (Freeflow Spas) hot tubs with prices ranging from $3,999 for basic models to $21,000+ for fully featured units, including installation.
• Endless Pools Swim Spas Compact Endless Pools Fitness Systems enabling in-place swimming, exercise, and family recreation, sold as packages including delivery and installation from $29,500 to $60,000+ depending on size and features.
• Saunas Home saunas sold through Burton Pools showrooms as part of a complete home wellness setup for heat therapy and relaxation.
• Cold Plunge Tubs Cold water immersion tubs sold for at-home recovery, contrast therapy, and wellness routines.
• Pool Renovations and Remodels Renovation services that transform existing pools through resurfacing, replastering, tile and deck upgrades, reshaping, entry modernization, and energy-efficient equipment installations.
• Pool Service and Maintenance Recurring professional pool maintenance under weekly or biweekly service plans, plus on-call service, repair, and water chemistry support for residential pools across the service area.
• Pool Equipment Repair and Upgrades Expert repair, replacement, and upgrade service for pool pumps, filters, heaters, and automation systems using Pentair, Hayward, and Jandy equipment.
• Vinyl Liner Replacement High-quality vinyl liner replacements for existing pools, providing a fresh, leak-free interior surface.
• Pool Opening and Seasonal Closing Seasonal pool opening and winterization services preparing residential pools for summer use or off-season storage.
• Pool Cover Replacement Replacement pool covers supplied and installed to maintain safety, debris protection, and temperature control on residential pools.
• Pool and Spa Supply Store Retail showrooms at five locations selling pool and spa chemicals (Poolife, Baquacil, Sirona), automatic cleaners (Polaris, Beatbot), equipment, replacement parts, filters, pumps, pool covers, patio furniture, and backyard accessories.

Quantifiable outcome

• Over 12,000 pools built and 9,000+ hot tubs sold over 48+ years
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• HotSpring SpasflagshipChannel Partner/ Reseller/ DistributorHotSpring Spas is the world's #1 selling hot tub brand. Burton Pools is a Regional Dealer of the Year winner and carries the full HotSpring Spas line including HotSpring Spas and Freeflow Spas.
• Endless PoolsflagshipChannel Partner/ Reseller/ DistributorEndless Pools Fitness Systems provides swim spas sold and installed by Burton Pools. Products offer fitness, family fun, and recovery in a compact footprint.
• DoughboycoreChannel Partner/ Reseller/ DistributorDoughboy above ground pools and Doughboy Hydrosphere semi-inground pools are carried and installed by Burton Pools.
• Thursday PoolscoreChannel Partner/ Reseller/ DistributorThursday Pools provides fiberglass pools including their Plunge Pool Series, sold and installed by Burton Pools.
• LathamcoreChannel Partner/ Reseller/ DistributorLatham provides vinyl liner pools sold through Burton Pools showrooms.
• Fantasy Spas (Caldera)coreChannel Partner/ Reseller/ DistributorFantasy Spas (Caldera brand) hot tubs are offered at Burton Pools locations.
• PentaircoreTechnology or IntegrationPentair provides pool equipment and automation systems sold through Burton Pools for equipment repair and replacement.
• HaywardcoreTechnology or IntegrationHayward provides pool equipment sold through Burton Pools for equipment repair and replacement.
• JandycoreTechnology or IntegrationJandy provides pool equipment sold through Burton Pools for equipment repair and replacement.
• PoolifeminorChannel Partner/ Reseller/ DistributorPoolife pool chemicals and water care products sold at Burton Pools locations.
• BaquacilminorChannel Partner/ Reseller/ DistributorBaquacil chlorine-free pool chemicals sold at Burton Pools locations. Offers soft, comfortable water without strong chlorine smell.

Scale indicators6 records

Recent moves4 records

Expansion highlights6 records

Broad incumbents

• Hayward: Major pool equipment manufacturer (pumps, filters, heaters, automation) and core equipment partner of Burton. Comparable as an incumbent supplier whose products Burton installs, services, and depends on for parts availability.
• Anthony & Sylvan Pools: Long-established national residential pool builder with full design-build-service capabilities. Comparable to Burton's core business but operates at much larger scale and broader geographic footprint.
• Latham Pool Products: Largest U.S. manufacturer of vinyl liner pools and pool covers, and an existing supplier partner of Burton. Comparable as a key industry incumbent whose products Burton installs, and as a benchmark for the broader pool manufacturing ecosystem.
• HotSpring Spas: World's #1 selling hot tub brand and flagship product partner of Burton. Comparable as the brand whose full line Burton sells, and as a benchmark for the premium hot tub category that drives a significant share of Burton's revenue.
• Pentair: Global leader in pool equipment, automation, and water treatment. A core equipment partner of Burton, comparable as a benchmark for the pool equipment and automation category that Burton resells and services.

Direct peers

• Premier Pools & Spas: One of the largest U.S. pool builders, operating through a network of regional locations. Comparable to Burton in custom pool design, construction, and service offering, but at significantly greater national scale.
• River Pools & Spas: National fiberglass pool specialist that also sells vinyl liner pools and hot tubs with a strong content-driven digital presence. Comparable to Burton in residential pool offerings and emphasizes educational marketing similar to Burton's Knowledge Center.
• Blue Haven Pools & Spas: National residential pool builder and service company with multiple regional locations, offering custom inground pools, renovations, and ongoing service. Closely comparable to Burton in vertical integration, showroom model, and service-revenue mix.

Regional players

• California Pools: Large regional pool builder concentrated in the Southwestern U.S. with a similar design-build-service model. Comparable in product offering and customer segment, but with a different core geography.

Emerging players

• Thursday Pools: Fiberglass pool manufacturer whose plunge and small-pool product lines are sold and installed by Burton. Comparable as a supplier partner and as a partial competitor in the fiberglass/plunge pool category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/burtonpools
• Facebookfacebook.com/BurtonPools
• Pinterestpinterest.com/burtonpools

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&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Burton Pools & Spas