Pool Magazine

What Pool Magazine does

Pool Magazine is a privately held, niche trade media company serving the swimming pool and spa industry, founded by Editor in Chief Joe Trusty and publishing continuously since Fall 2021. Its core product is a multi-platform editorial operation built around poolmagazine.com, with 3,051 indexed pages covering industry news, builder profiles, equipment, safety, manufacturers, and lifestyle content. Distribution extends to email newsletters, RSS feeds, a podcast series, social media, native iOS and Android applications, and a quarterly print magazine (currently Volume 6), establishing reach across pool builders, service companies, equipment manufacturers, and pool industry consumers in the United States.

The business operates five revenue streams: premium sponsor advertising from a roster of enterprise industry brands (POOLCORP, Pentair, Hayward, Latham, Viking Capital, Basecrete, AquaBlu, Genesis/PHTA, CPO Class), a free B2B newsletter subscription, a paid patron program delivering quarterly print issues, branded merchandise, and a paid press release writing and distribution service syndicated to Google News and 200+ news websites. The company also operates a companion sub-brand, Spa Magazine, extending coverage into the adjacent hot tub and spa industry. Operating geographies are explicitly limited to the United States, and the organization is small (11-50 employees), founder/editor-led, and independently operated with no disclosed institutional funding or parent company.

Pool Magazine is functionally a content and media business rather than a software product company. Its platform architecture is a standard CMS-driven publishing operation with extensions into mobile apps, podcast distribution, and e-commerce for merchandise and press release services. The competitive advantage lies in vertical specialization and consolidated trade audience reach, with flagship enterprise sponsors anchoring a recurring advertising base. Premium sponsor relationships function as both the primary revenue engine and the principal concentration risk, given the finite number of pool industry brands capable of supporting premium placements.

Name

Pool Magazine

Legal name

Pool Magazine

Website

https://poolmagazine.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Pool Magazine is a privately held, multi-platform trade publication serving the U.S. swimming pool and spa industry through digital news, a quarterly print magazine, a podcast, mobile apps, branded merchandise, and press release distribution, monetized primarily via premium enterprise sponsors and a paid patron program.

Ownership category

akta.pro rank

Product category

Trade Publication & Industry News Media

NAICS

Periodical Publishers (51312)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Business, Finance & Industry Trade Magazines (MPAJAEAM)

Keywords

• Pool industry news
• Trade publication
• Swimming pool media
• Spa industry coverage
• Pool equipment reporting

Headquarters

HQ city

Pilot Hill

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising & Sponsorships: Revenue generated through premium sponsors (POOLCORP, Pentair, Hayward, Latham, etc.) and display advertising on the website and in print issues.
2. Free Subscriptions: Free subscriptions for pool and spa industry professionals delivered via email newsletter and digital access.
3. Patron Program: Paid patron program offering quarterly print magazine in the mailbox along with other perks. Platinum Sponsors get their name or business listed inside as supporters.
4. Merchandise Sales: Sale of branded Pool Magazine merchandise including apparel, hats, drinkware, and accessories through the online merch store.
5. Press Release Services: Paid press release writing and distribution service with immediate website inclusion, expanded syndication to Google News and 200+ news websites.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Pool Magazine is a multi-platform trade publication delivering swimming pool and spa industry news, features, and editorial content to industry professionals and enthusiasts via its website (poolmagazine.com), quarterly print magazine, and podcast series. Core monetization comes from premium sponsor advertising (POOLCORP, Pentair, Hayward, Latham, and others), a paid patron program, branded merchandise, and a paid press release writing and distribution service syndicated to Google News and 200+ outlets.

Product overview

Pool Magazine is a multi-platform media company serving the swimming pool and spa industry. The core offering consists of an online news publication at poolmagazine.com delivering real-time industry coverage, a quarterly print magazine (Volume 6, Issue 2 currently), and a podcast series featuring industry interviews. Ancillary offerings include branded merchandise (apparel, hats, drinkware, accessories) and a paid press release writing and distribution service with syndication to 200+ outlets. The company operates primarily as a content and media business rather than a software product company.

Differentiator

Problem solved

Functional benefit

Brands

• Spa Magazine: Spa industry companion publication covering hot tub news, retail, and industry trends

Products and services

• Pool Magazine Online News Publication Pool Magazine's primary digital platform delivering swimming pool and spa industry news, features, and editorial content to pool industry professionals and enthusiasts, with 3,051 indexed pages of content covering news, builders, service, equipment, safety, and lifestyle topics.
• Pool Magazine Print Publication Quarterly/seasonal print magazine covering pool industry trends, innovations, builder profiles, and market analysis, available to patron subscribers and Platinum Sponsors. The publication has reached Volume 6, Issue 2 as of 2026.
• Pool Magazine Podcast Audio podcast series featuring interviews with industry leaders, discussions on pool market trends, and conversations with pool professionals, distributed across podcast platforms.
• Pool Magazine Merchandise Branded Pool Magazine merchandise including apparel, hats, drinkware, tote bags, beach towels, and accessories sold through an online merch store at price points ranging from $26 to $52 depending on item.
• Press Release Writing and Distribution Service Paid service offering press release composition by Pool Magazine writers with syndication to Google News and over 200+ news websites for pool and spa industry companies seeking exposure.

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered flagship and core.

• POOLCORPflagshipGTM or Marketing PartnerPremium sponsor of Pool Magazine. POOLCORP is the world's largest distributor of swimming pool supplies, equipment and related building materials. Listed as a premium sponsor receiving prominent visibility across website and print publications.
• PentairflagshipGTM or Marketing PartnerPremium sponsor advertising pool and spa products. Pentair is a leading provider of pool equipment, filtration systems, and water treatment solutions. Visible across Pool Magazine's digital and print platforms.
• HaywardflagshipGTM or Marketing PartnerPremium sponsor for pool equipment and automation. Hayward is a leading manufacturer of residential and commercial pool equipment. Prominent sponsorship placement on Pool Magazine website.
• Viking CapitalcoreGTM or Marketing PartnerPremium sponsor providing pool financing services. Viking Capital offers financing solutions for pool purchases through their pool loan platform. Banner advertising on Pool Magazine.
• LathamflagshipGTM or Marketing PartnerPremium sponsor of Pool Magazine. Latham Group is the largest manufacturer of fiberglass pools and a major player in vinyl liner pools. Featured as a premium sponsor throughout the website.
• RiverflowcoreGTM or Marketing PartnerPremium sponsor advertising river flow pumps and pool equipment. Riverflow produces specialty pumps for pools, spas, and water features. Display advertising on Pool Magazine.
• BasecretecoreGTM or Marketing PartnerPremium sponsor for pool waterproofing products. Basecrete produces waterproofing solutions for pool construction and renovation. Sponsorship placement on Pool Magazine website.
• AquaBlu MosaicscoreGTM or Marketing PartnerPremium sponsor for luxury pool tile and mosaics. AquaBlu Mosaics distributes premium pool tile products including Bisazza. Banner advertising on Pool Magazine.
• Genesis (PHTA)coreGTM or Marketing PartnerSponsored advertisement partner for pool industry education. Genesis is a premier training program for pool professionals under the Pool & Hot Tub Alliance (PHTA). Banner advertising placement on Pool Magazine.
• CPO ClasscoreGTM or Marketing PartnerMarketing partnership for Certified Pool Operator (CPO) training classes. CPO Class offers virtual online classes to become certified pool operators. Featured banner advertising driving referrals to cpoclass.com.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pool & Spa News: Long-standing B2B trade publication covering the pool and spa industry with news, product coverage, and industry analysis — the most established direct competitor to Pool Magazine in the same vertical and audience.
• PoolPro Magazine: Official publication of the Pool & Hot Tub Alliance (PHTA), covering industry standards, training, and professional development for pool builders and service technicians — competes for the same trade audience.
• Aqua Magazine: Pool and spa industry trade publication delivering news, builder profiles, and product information to pool professionals — directly comparable in audience, content mix, and advertiser base to Pool Magazine.

Others

• Skimmer: Software platform for pool service companies — serves the same pool service professional audience as Pool Magazine but is a vendor/solution rather than a media competitor; useful benchmark for how the pool vertical is being digitized.
• PHTA (Pool & Hot Tub Alliance): Industry association producing standards, training, and the affiliated PoolPro publication — adjacent ecosystem player that influences the same trade audience and sets the editorial and certification agenda Pool Magazine covers.

Emerging players

• Luxury Pools Magazine: Niche publication focused on high-end residential pool design and outdoor living — overlaps with Pool Magazine's lifestyle and builders coverage but targets the premium consumer/design-builder segment.

Broad incumbents

• ServiceTitan: Leading software platform for home services businesses including pool and spa service companies — broader incumbent serving the same contractor audience and increasingly competing for trade media attention and sponsorships.
• Zonda (formerly Hanley Wood) Media: Large B2B media company publishing numerous residential construction and home services trade titles (including pool industry coverage) — competes for the same pool industry ad dollars as part of a much broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/magazine_pool
• YouTubeyoutube.com/channel/UCt7xjZACq5h9vJUBpYHMWQA
• Facebookfacebook.com/poolmagazine
• LinkedInlinkedin.com/company/poolmagazine
• Instagraminstagram.com/poolmagazine

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 Pool Magazine