What Aquilus Groupe does

Aquilus Groupe is a French swimming pool and spa manufacturer founded in 1981 and headquartered in Albon, Drôme. The company operates through a franchise network of more than 60 independent concessionnaire stores across France, Belgium, Switzerland, and French overseas territories, with a lean central organization of 51-100 employees and a €350,000 share capital. The portfolio centers on approximately 30 customizable in-ground pool models (rectangular, square, rounded, kidney-shaped, overflow, mirror, mini-pool), the proprietary M'Water hybrid pool-spa concept with a sliding terrace, a Kit Piscine Prêt-à-Monter DIY product, relaxation and swim spas (including exclusive French distribution of American Whirpool), saunas, hammams, and supporting equipment (Roboss 4X robotic cleaner, Thelma automated bar covers, heat pumps, water treatment, enclosures). Sustainability-oriented variants include the BI-O concept and Piscine Durable.

The business operates a dual B2B/B2C revenue model. Consumer-side revenue is generated through project-based pool construction and renovation, hardware sales of spas and equipment, and recurring maintenance/after-sales services executed by local concessionnaires. B2B revenue is derived from franchise entry fees, ongoing royalties, branded equipment supply, and training/certification delivered through the La Ruche headquarters-academy complex. Three installation formulas (full DIY kit, partial Aquilus support, and full turnkey service) segment the consumer offer, while trade-show participation (Piscine Global, Franchise Expo), seasonal Aquifolies promotions, TV spots, a referral/parrainage program with €250 vouchers, and an active website feed the dealer pipeline.

Customers are organized into two segments: individual residential homeowners (the demand pool for installation, renovation, and wellness equipment, addressing the French market where 3.5 million pools exist and ~40% of consumers aspire to pool ownership) and entrepreneur-franchisees who acquire an Aquilus concession. The company is led by founder Bernard Stagnoli (Président Fondateur) and Xavier Fourel (Directeur Général), with no external institutional investors or parent company disclosed. Strategic emphasis centers on organic network expansion, exclusive wellness distribution rights, and proprietary product innovation rather than financing-driven scaling or inorganic growth.

Name

Aquilus Groupe

Legal name

SAS AQUILUS GROUPE

Website

https://aquilus-piscines.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

Aquilus Groupe is a French pool and spa manufacturer founded in 1981, operating through 60+ independent concessionnaire stores across France, Belgium, and Switzerland, serving residential homeowners with custom in-ground pools, spas, saunas, equipment, and the proprietary M'Water hybrid pool-spa concept.

Ownership category

akta.pro rank

Product category

Swimming Pool Manufacturing

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)

akta.pro primary industry

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

akta.pro secondary industries

Pools, Spas & Hot Tubs Retail (Chemicals, Accessories) (CRAIAIAK), Pool Decking & Surrounds (HSAPALAK)

Keywords

• Swimming pool construction
• Pool equipment manufacturing
• Spa distribution
• Pool renovation services
• Franchise dealer network

Headquarters

HQ city

Albon

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pool Construction and Renovation: Aquilus designs, manufactures, and installs custom in-ground pools (buried/enterrees) across nearly 30 models. Also offers pool renovation services. Revenue is generated through project-based sales at dealer level, with the Aquilus network supporting design, installation, and project management.
2. Spa, Swim Spa, Sauna, and Hammam Sales: Sale of wellness equipment including relaxation spas, swim spas, infrared cabins, saunas, and hammams through the dealer network. Aquilus is the exclusive French distributor of American Whirpool spas.
3. Pool Equipment and Accessories: Equipment sales including robot cleaners, heat pumps, pool covers, safety barriers, water treatment products, filters, electrolyzers, and pool maintenance supplies. Dealers carry and sell these products in-store and online.
4. Pool Maintenance and After-Sales Services: Dealers offer ongoing services including pool maintenance contracts, winterization, restart, leak detection, liner installation, and general repair (SAV). These generate recurring service revenue.
5. Concessionnaire Franchise Fees: Aquilus recruits and onboards independent concessionnaires (franchisees) who pay entry fees and ongoing royalties for brand, product supply, training, and support. This is a B2B revenue stream supporting network expansion.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Aquilus Groupe designs, manufactures, and distributes custom in-ground swimming pools, spas, and wellness equipment through a network of over 60 independent concessionnaire stores across France and Belgium. The company offers nearly 30 pool models across multiple shapes (rectangle, square, rounded, kidney, infinity, mirror, mini), the proprietary M'Water hybrid pool-spa concept, relaxation and swim spas (including exclusive French distribution of American Whirpool spas), saunas, infrared cabins, and pool renovation services. Customers can choose between three installation formulas: a DIY Prêt-à-Monter kit, partial Aquilus support, or full turnkey project management.

Product overview

Aquilus Groupe is a French manufacturer and network of pool and spa specialists operating since 1981. The company offers a comprehensive portfolio centered around in-ground and above-ground swimming pools, spas, saunas, and the innovative hybrid M'Water concept (mi-pool mi-spa). The product range includes various pool models (rectangular, square, rounded, infinity edge, mirror, mini-pool) available as custom builds or DIY kit formats, complemented by relaxation and swim spas, infrared cabins, and saunas. Supporting products include automated pool covers (Thelma), robotic cleaners (Roboss 4X), pool enclosures, heat pumps, and maintenance chemicals. The company provides three installation formulas ranging from self-assembly kits to full-service project management, along with renovation and maintenance services through a network of over 60 franchise locations across France.

Differentiator

Problem solved

Functional benefit

Brands

• M'Water: Hybrid mi-pool mi-spa concept developed by Aquilus, combining features of both swimming pools and spas with a sliding terrace.

Products and services

• M'Water hybrid pool-spa Proprietary hybrid mi-piscine mi-spa concept developed exclusively by Aquilus, featuring a sliding terrace and multifunctional design for swimming, relaxation, sport, and family leisure in a compact footprint. Targeted at homeowners with small gardens who want a single unit serving multiple use cases.
• Kit Piscine Prêt-à-Monter (DIY pool kit) Self-install pool kit designed for homeowners who want to build their own in-ground pool, with step-by-step instructions and checkpoint support from an Aquilus dealer at key stages. Targeted at DIY-oriented or budget-conscious buyers.
• Piscines Enterrées (In-ground pools) Custom in-ground swimming pools offered in multiple shapes (rectangular, square, rounded, kidney-shaped, mini, infinity/debordement, mirror) with personalization options for finish, lining, and equipment. The core offering of Aquilus, comprising nearly 30 models distributed through the concessionnaire network.
• Spas de Relaxation (Relaxation spas) Home wellness spas with chromed jets, heated water, and multiple seating configurations (e.g., 4-person Spa 250 with 23 chromed jets), sold through the Aquilus dealer network. Aquilus is the exclusive French distributor of American Whirpool spas.
• Spas de Nage (Swim spas) Swim spas combining pool-length swimming with spa hydrotherapy, equipped with jet systems for swimming in place and therapeutic massage. Includes models such as a 6-person swim spa with 56 chromed jets and acupressure jets, available at promotional prices during Aquifolies campaigns.
• Saunas et Cabines Infrarouges (Saunas and infrared cabins) Finnish saunas and infrared cabins offered in indoor and outdoor configurations for home wellness, distributed through the Aquilus dealer network alongside pools and spas.
• Piscine Rénovation (Pool renovation service) Pool renovation services including liner replacement, PVC coating, leak detection, and pool structure restoration, delivered through Aquilus concessionnaires. Generates recurring revenue from existing pool owners needing upgrades or repairs.

Quantifiable outcome

• Heating cost savings of up to 30% with the automated Oasis Led spa cover
• +2 more outcomes

Named customers6 records

Segments2 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

Four partnerships are on record, tiered core and minor.

• American WhirpoolcoreTechnology or Integration · 12 November 2019Aquilus is the exclusive French distributor of American Whirpool spas. Representatives of American Whirpool traveled to Aquilus's headquarters in Albon in November 2019 for training sessions with the dealer network, presenting the premium spa range. This exclusive distribution partnership gives Aquilus access to high-end spa technology and positions it uniquely in the French wellness market.
• Un toit pour les abeilles (Association for Bee Conservation)minorOthers · 1 May 2019Aquilus sponsors a beehive through the 'Un toit pour les abeilles' association as part of its environmental commitment. This CSR partnership reflects Aquilus's stated value of innovation in service of sustainable development.
• Jeux Nationaux de l'Avenir Handisport (JANH)minorOthers · 1 May 2019Aquilus is a partner/sponsor of the Jeux Nationaux de l'Avenir Handisport, a national sports event for young athletes with disabilities held in Valence. This sponsorship aligns with Aquilus's community engagement and brand visibility goals.
• La Ruche (New Headquarters)coreOthers · 1 January 2019Aquilus moved into its new headquarters called 'La Ruche' (the Beehive) in January 2019 at 340 route des Sorbiers, Albon. This purpose-built facility serves as the nerve center for the entire network, housing sales, marketing, technical, logistics, and training functions. It symbolizes the company's 'innovation hive' culture.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Jacuzzi: Global premium spa and wellness brand. Comparable to Aquilus's spa category (including the American Whirpool exclusive distribution) but operates at much larger scale and brand recognition.
• Intex: Global mass-market brand for above-ground pools, spas, and pool accessories. Adjacent competitor to Aquilus at the lower-priced, non-installed end of the pool market.
• Bestway: Global manufacturer of above-ground pools, spas, and pool equipment. Overlaps with Aquilus on hardware and spa categories but competes at a different price tier and distribution scale.

Direct peers

• Diffazur: French pool builder with a multi-decade history offering custom concrete pools and wellness products. Comparable to Aquilus on heritage, design-led positioning, and renovation services.
• Waterair: French pool manufacturer specializing in self-build (kit) pools, very close to Aquilus's Prêt-à-monter DIY kit. Competes on price-sensitive residential pool buyers across France.
• Piscines Desjoyaux: Largest French in-ground pool manufacturer with an integrated production and dealer network. Direct competitor to Aquilus in pool construction, renovation, and equipment across the French residential market.
• Alliance Piscines: French pool manufacturer and dealer network with national coverage. Competes with Aquilus on franchise-driven distribution of in-ground and above-ground pools across France.
• Piscines Magiline: French pool manufacturer and franchise network offering custom in-ground pools and equipment. Directly comparable to Aquilus on network-based GTM and full-service residential installations.
• Mondial Piscine: French pool manufacturer operating a franchise/concession model for pool construction. Closely comparable to Aquilus on dealer-led GTM and product breadth in the residential segment.
• Ibiza Piscines: French pool manufacturer offering in-ground pools, spas, and equipment through a regional dealer network. Comparable to Aquilus on product mix and franchised distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AquilusPiscinesSpas
• Instagraminstagram.com/aquilus_piscines_spas
• Xx.com/aquiluspiscines
• LinkedInlinkedin.com/company/aquilus-groupe

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Aquilus Groupe