inBlue

What inBlue does

inBlue is a Denmark-based (Aalborg) scientific engineering company founded in 2010 as a sister entity of the ULTRAAQUA group, specializing in holistic water and air treatment systems for swimming pools. The company's core offering integrates proprietary UV disinfection (POOLRAY, MULTIRAY, ULTRABLUE series), gravity-operated drum filtration with SUB5 5-micron screen technology, invented gas stripping for THM and trichloramine removal, and CFD 3D hydraulic design — targeting pollutants at the source before they form harmful chlorine by-products. The technology was developed from 30+ years of research originating at Aalborg University by co-inventors Ole Grønborg and Jens Skjølstrup, with 100+ public pool and water park installations in operation worldwide achieving claimed outcomes of 50% energy reduction, 50% reduced water consumption, and up to 80% operating cost reduction.

inBlue serves municipal and government swimming facilities (its primary segment), hotel and wellness properties, rehabilitation and healthcare facilities, town-scale community pools, and specialty aquatic projects. Revenue is generated through two streams: hardware sales of UV systems, drum filters, gas strippers, and hydraulic components, and professional engineering services including custom CFD 3D modeling, water quality dimensioning, and air quality simulation. The company distributes globally through a network of regional partners — DB Perks (Canada), ULTRAAQUA Middle East, inBlue AB (Sweden), inBlue UK, ULTRAAQUA North America, and inBlue India — complemented by direct sales and engineering support from its Aalborg headquarters. The system is specified and installed in partnership with major Scandinavian construction contractors including NCC Sverige AB and PEAB AB. ULTRABLUE UV systems hold NSF-50 and ÖNORM certifications, qualifying the solution for regulated public pool deployments across North America and Europe.

Name

inBlue

Legal name

inBlue

Website

https://inblue.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

inBlue is a Danish engineering company (founded 2010, part of ULTRAAQUA group) that designs and supplies holistic water and air treatment systems for swimming pools, combining proprietary UV, drum filtration, gas stripping, and CFD hydraulic design. It serves municipal, hospitality, and healthcare facilities globally through a distributor network, with 100+ installations worldwide.

Ownership category

akta.pro rank

Product category

Pool Water Treatment Equipment

NAICS

Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564), Pumps & Pumping Equipment (3561)

akta.pro primary industry

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

Keywords

• Pool water treatment
• UV disinfection systems
• Swimming pool engineering
• Drum filtration systems
• Pool water quality

Headquarters

HQ city

Aalborg

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Treatment Equipment Sales: inBlue sells key equipment and engineering solutions for pool water treatment, including UV systems (POOLRAY, MULTIRAY, ULTRABLUE), drum filters, gas strippers, and hydraulic components. Products are sold as part of custom-engineered systems for each installation.
2. Engineering and Design Services: Custom engineering services including hydraulic CFD 3D modeling, water quality modeling, air quality modeling, and system design. The company provides full engineering support for installation projects worldwide.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

inBlue designs, manufactures, and sells a holistic pool water and air treatment system for public swimming pools, water parks, hotels, and healthcare facilities. The offering combines proprietary UV disinfection units, a gravity-operated drum filter with SUB5 5-micron screen technology, a patented gas stripper, CFD 3D hydraulic water returns, and UV-integrated HVLS ventilation, sold as custom-engineered installations supported by water and air quality modeling services.

Product overview

inBlue offers a comprehensive, modular water and air quality management solution for swimming pools. The core inBlue solution integrates multiple products including UV disinfection systems (POOLRAY, MULTIRAY, ULTRABLUE), gravity-operated drum filtration, gas strippers for chlorine by-product removal, and hydraulic water return systems. Supporting tools include water quality dimensioning and air quality modeling services that enable predictive analysis for system design and optimization. The solution is available worldwide through a network of distribution partners.

Differentiator

Problem solved

Functional benefit

Products and services

• POOLRAY UV Compact UV disinfection system for smaller to medium-sized swimming pools, optimized for disinfection and combined chlorine removal at the lowest investment cost. Features a single-ended UV lamp for easy service and a PLC-based controller for integration. Targeted at smaller commercial pool installations.
• MULTIRAY UV Professional pool UV series optimized for disinfection, chloramine reduction, and crypto/giardia safety in swimming pools. Features tool-free lamp service, a sensor operating directly in water, and intelligent PLC control with lamp dimming based on combined chlorine sensing. Targeted at professional pool operators.
• ULTRABLUE UV Professional certified UV series optimized for disinfection, chloramine reduction, and crypto/giardia safety, with NSF-50 and ÖNORM certifications. Features pool-optimized medium-pressure lamp technology, high-grade electropolished AISI 316L stainless steel construction, tool-free service, and energy-saving electronic ballast. Targeted at public pools and water parks.
• Drum Filter Gravity-operated membrane filtration system and the center of the inBlue concept. Operates with around 0.3 m head, uses 10-100x less energy than conventional sand or DE filters, and returns 75% of water directly to the pool without further filtration. Targets commercial and public pool operators.
• Gas Stripper Patented gas stripping technology invented by inBlue that removes trichloramine (>95%) and THM (>60%) from pool water through counter-current air-water contact. Sold as part of inBlue engineered systems for public and commercial pools.
• Water Returns (inlet series) Side and floor water return inlets that generate energy-preserving currents to transport particles to filtration. Designed using CFD 3D hydraulic modeling and refined through 20+ years of inBlue engineering experience. Targets energy-efficient pool circulation design.
• Water Quality Dimensioning Tool Mathematical modeling tool that calculates key water quality parameters (DOC, combined chlorine, THM, trichloramine, turbidity) based on design parameters such as flow and filtration technology. Enables predictive water quality analysis and correct sizing of treatment technology.
• Air Quality Modeling CFD-based simulation service that models THM and trichloramine flux from pool surfaces into the natatorium atmosphere, paired with a heat transfer model for thermal-induced flows and a 3D THM transport model. Used to identify optimal ventilation strategies.
• UV Ventilation (Northern Light HVLS UV Fan) High Volume Low Speed (HVLS) roof ventilator developed with Nordicco, with integrated UVC lamps that deactivate airborne pathogens (eliminating 87.9% of SARS-CoV-2 per passage) and reduce chloroform and trichloramine in pool facilities.
• Engineering and Design Services Custom engineering services including hydraulic CFD 3D modeling, water quality modeling, air quality modeling, and full system design for inBlue installations worldwide. Provided alongside equipment sales to municipal, hospitality, construction, and healthcare clients.

Quantifiable outcome

• 50% energy reduction
• +7 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature10 records

Partnerships

13 partnerships are on record, tiered core, major, strategic, minor, regional and notable.

• ULTRAAQUAcoreOEM/ Whitelabel/ Licensing PartnerinBlue is part of ULTRAAQUA group. ULTRAAQUA manufactures advanced UV water disinfection systems and markets under the ULTRAAQUA brand name. The parent company was founded in 1996 as Skjølstrup & Gronborg A/S by Ole Gronborg and Jens Skjolstrup based on research at Aalborg University.
• Jysk SvømmebadsteknikcoreStrategic or Co-development PartnerCo-founder of inBlue in 2010 alongside Ultraaqua. Swedish sister company developed to mature the inBlue concept. Specializes in pool installation and renovation projects.
• inBlue AB (Sweden)coreChannel Partner/ Reseller/ DistributorSwedish sister company primarily owned by employees. Markets the finalized inBlue concept worldwide. Located in Sweden with regional sales responsibility.
• NCC Sverige ABmajorImplementation/ SI/ Consulting PartnerMajor construction partner for large-scale inBlue projects including Hyllie Aquapark Malmö, Sjöbo Swimming Pool, and Burlöv Swimming Pool.
• PEAB ABmajorImplementation/ SI/ Consulting PartnerMain contractor for several large-scale inBlue projects including Snurrom Badhus Kalmar, Harjager Swimming Pool Kävlinge, and Vattenhuset Ängelholm.
• RambøllmajorImplementation/ SI/ Consulting PartnerEngineering consultancy that pioneered the inBlue technology for lower operating costs. Chief consultant Henning Hammerich engineered the Køge Waterpark system. Designed several other systems based on Lalandia Rødby experiences.
• NordiccostrategicTechnology or IntegrationPartner in development of HVLS Northern Light roof ventilator featuring integrated UVC lamps for airborne pathogen and chlorine by-product reduction.
• NorvatekminorStrategic or Co-development PartnerCollaborated in construction of Hyllie Waterpark experimental water area.
• DB Perks and Associates Ltd. (Canada)regionalChannel Partner/ Reseller/ DistributorCanadian distribution partner for inBlue solutions. Regional sales contact for North America market.
• ULTRAAQUA Middle East L.L.C-FZregionalChannel Partner/ Reseller/ DistributorSales and service partner for Middle East region. Contact: [email protected], Phone: +971 56 771 5658
• inBlue IndiaregionalChannel Partner/ Reseller/ DistributorSales, service and testing center for inBlue solutions in India.
• Bjarke Ingels Group (BIG)notableStrategic or Co-development PartnerArchitectural firm for World EXPO Shanghai 2010 Danish pavilion where inBlue technology was featured with the Little Mermaid statue.
• Jysk SvømmebadsteknikmajorImplementation/ SI/ Consulting PartnerPartner in reconstruction of Scandic The Reef Resort, installing the inBlue solution in just 3 months.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Real Tech: Canadian UV-based water and wastewater treatment specialist with municipal and recreational-water applications. Emerging peer with partial overlap on UV disinfection for pools/aquatics, though smaller and less specialized in pool-specific filtration and hydraulic design than inBlue.
• Mar Cor Purification: Provider of water purification and filtration products for healthcare, life sciences, and industrial customers with growing recreational water exposure. Comparable as a specialized water-treatment player selling engineered systems, but with a different customer concentration than inBlue.

Broad incumbents

• Veolia Water Technologies: Major municipal and industrial water treatment provider with disinfection, filtration, and process engineering capabilities. Adjacent peer in the broader water-treatment landscape inBlue operates in; could credibly expand into the public-pool water treatment segment.
• Culligan International: Global water treatment franchise focused on residential and light commercial filtration and softening, with growing commercial/industrial offerings. Comparable as a brand-led water treatment provider but lacks inBlue's public-pool engineering depth.
• Hayward Holdings: Large US-listed pool equipment manufacturer with filtration, sanitization, pumps, and automation offerings. Relevant as a broad incumbent with overlapping pool-water-treatment product lines, but distributed primarily through dealer/residential channels rather than engineered public-pool systems.
• Xylem: Global water technology major (now including Evoqua) with broad municipal and industrial water treatment, including UV and filtration. Adjacent rather than direct competitor in pools, but represents the type of large incumbent that could move further into commercial pool water treatment over time.
• Pentair: Global water treatment and pool equipment company with filtration, UV, and chemical-free disinfection systems. Closest broad incumbent to inBlue on the UV/pool side; competes on pool applications but also serves much broader residential and industrial water markets.
• Fluidra: Global pool and wellness equipment manufacturer offering filtration, disinfection, pumps, and water treatment products. Compares to inBlue as the dominant incumbent serving the same pool operator customer base across residential and commercial segments, though inBlue is more focused on high-end commercial/public pools.

Direct peers

• Waterco: Australia-listed pool equipment manufacturer with filtration, pumps, sanitization, and water treatment products for residential and commercial pools. Directly comparable product portfolio (filtration + chemical/UV treatment) targeting the same end-customers as inBlue, with strong APAC distribution.
• ULTRAAQUA: Parent company of inBlue and manufacturer of the UV disinfection systems (POOLRAY, MULTIRAY, ULTRABLUE) that sit inside inBlue's solution. Highly comparable on technology (UV water disinfection) and on customer overlap in industrial/municipal water, but focused on UV-only rather than inBlue's holistic pool treatment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/inblue-com

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 inBlue