Procalor

Name

Procalor

Legal name

PROCALOR HEATING & POOLS S.L.U.

Website

https://procalor.es

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Pool Equipment and Heating Systems Distribution

NAICS

Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Commercial and Service Industry Machinery Manufacturing (333310)

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Plastics Products, Nec (3089), Refrigeration & Service Industry Machinery (3580)

akta.pro primary industry

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

akta.pro secondary industry

Commercial Refrigeration & HVAC (Foodservice) Wholesale (AFAIALAI)

Keywords

• Pool equipment distribution
• Heating system installation
• Solar energy systems
• Water treatment equipment
• HVAC distribution services

Headquarters

HQ city

Santa Cruz De Tenerife

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Sale of heating, pool, water treatment, and solar energy equipment including pools, heat pumps, chlorinators, filtration systems, boilers, and accessories through their product catalog.
2. Installation Services: Complete installation services for heating, air conditioning, pool purification systems for private, public, and competition pools. Includes energy and hydraulic management system installations.
3. Maintenance Services: Ongoing maintenance services for installed equipment and systems.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Procalor is a multi-brand distributor, installer, and project contractor for heating, pool, water treatment, and solar energy equipment based in the Canary Islands, Spain. The company designs, supplies, installs, and maintains complete systems—including its own manufactured monocoque fiberglass pools—serving residential, commercial, public, and competition pool customers. It acts as the Official Hayward distributor alongside representing Viessmann, OASE, Roth, ELCO, Zodiac, Maytronics, Dolphin, Aquarite, and Passion Spas.

Product overview

PROCALOR Heating & Pools is a distributor and installer of water treatment, heating, and pool equipment based in the Canary Islands. The company operates as a multi-brand portfolio distributor rather than a single unified product platform. Its product offering spans eight main categories: (1) Air Conditioning featuring Viessmann Vitoclima products; (2) Gardens and Ponds with OASE and PONTEC equipment; (3) Monocoque Fiberglass Pools (PROCALOR's own manufactured pools with 10-year warranty) plus pool accessories, heat pumps (Hydroline, K Pac, SumHeat, Hayward), Aquarite electrolytic chlorinators, chemical maintenance products, LED lighting, cleaning robots (Dolphin, Zodiac, Maytronics), and automatic covers; (4) Solar Thermal Energy systems using Vitosol and Rothpool collectors; (5) Solar Photovoltaic Energy with Vitovolt panels; (6) Heating and Hot Water including Viessmann heat pumps (Vitocal series), boilers (Vitodens, Vitorond, Vitoplex), hot water accumulators, radiant floor systems, ELCO burners, radiators, and thermostats; (7) Passion Spas with over 40 spa models and barrel saunas; (8) Water Treatment products including softeners, electropumps, reverse osmosis systems, and Roth septic tanks. The company also provides installation and maintenance services.

Differentiator

Problem solved

Functional benefit

Brands

• Passion Spas: Exclusive spa designs with exceptional comfort seats, featuring hydrotherapy jets, LED chromotherapy lighting, and aromatherapy.

Products and services

• Air Conditioning Systems (Viessmann Vitoclima) Viessmann Vitoclima residential air conditioning units including the Confort and 200-S Eco models for home climate control, targeted at residential customers in the Canary Islands.
• Garden and Pond Equipment (OASE, PONTEC) Complete range of OASE and PONTEC products for gardens and ponds, including pumps, aquatic games, filtration, oxygenators, cleaning equipment, lighting, and pond construction materials for residential garden owners.
• PROCALOR Monocoque Fiberglass Pools Procalor's proprietary monocoque pools made of reinforced polyester and fiberglass (PRFV/GRP) with epoxy-vinylester resins, available in sizes from 2 to 10 meters in length, with and without slope, in suggestive shapes with soft-touch finish and integrated staircase, including spa combination options. Backed by a 10-year watertightness guarantee and compliant with UNE 53955 and UNE 53956 standards. More than 30,000 units installed since 1972.
• Pool Heat Pumps Heat pumps for pool water heating, including K Pac, Easy Temp, S. Line PRO 2, SumHeat, Hydroline, and Hayward Energyline PRO models, distributed by Procalor for residential and commercial pool owners.
• Aquarite Electrolytic Salt Chlorinators Automatic salt electrolysis chlorinators for pool sanitation, including Aquarite LT LS, LT SV, FLO Advance NG, and UV Low Salinity NG models with options for automatic pH correction and ORP control, for residential and commercial pool owners.
• BS LIGHT LED Pool Lighting LED pool lighting solutions including PAR56B252 LED lights and RGB controller systems for chromotherapy effects, for residential and commercial pool installations.
• Automatic Pool Cleaning Robots (Dolphin, Maytronics, Zodiac) Automatic pool cleaning robots including Dolphin ZENIT 10/15/20, Maytronics Serie Z, and Zodiac Voyager, RF 5200 iQ, and RF 5400 iQ models with intelligent navigation, for residential and commercial pool owners.
• Automatic Pool Covers (AQUADECK, COVERDECK SP, STARDECK SP) Automatic pool covers including AQUADECK Serie E, COVERDECK SP, and STARDECK SP models, plus thermal covers and protection covers, for residential and commercial pool owners.
• Pool Accessories Pool accessories including solar showers, rollers, filters, water meters, counter-current jets, stainless steel ladders, and filtration housings, distributed by Procalor for pool owners and installers.
• Pool Chemical Maintenance Products Pool chemicals and automated dosing systems including algicides, cleaners, flocculants, pH regulators, chlorine boosters, phosphate removers, and automated dosing systems, distributed by Procalor for residential and commercial pool maintenance.
• Solar Thermal Energy Systems Solar thermal energy systems using collectors or thermal solar panels to heat water for domestic hot water (ACS), support radiant floor heating, and pool climatization. Includes Viessmann Vitosol 200 panels, Termosifón Vitosol 111, and Rothpool solar pool heating systems, distributed by Procalor for residential and commercial customers.
• Solar Photovoltaic Energy Systems Photovoltaic systems that transform solar radiation into electrical energy using semiconductor materials, including Viessmann Vitovolt 300 panels, for isolated self-consumption with batteries or grid-connected installations, distributed by Procalor for residential and commercial customers.
• Viessmann Vitocal Heat Pumps Viessmann Vitocal heat pumps including Vitocal 100-A, 100-S, 111-S, 200-S, 222-S, 262-A, and 060 models for residential and commercial heating and hot water generation, distributed by Procalor.
• Viessmann Boilers (Vitodens, Vitorond, Vitoplex) Gas and gasoil boilers for residential and commercial heating, including Viessmann Vitodens 100-W, Vitodens 200-W, Vitorond 200, Vitorondens 222, Vitorondens 2019, and Vitoplex 200 models, distributed by Procalor.
• Hot Water Accumulators (ASFV1V, DABPW, DABV, ASF2V, Viessmann, Vitocell) Hot water storage tanks in various capacities including ASFV1V, DABPW, DABV, ASF2V, Viessmann, and Vitocell models, distributed by Procalor for residential and commercial heating systems.
• Fuel Oil Tanks and Accessories (Rothalen Plus, Rothstation) Gasoil storage tanks and related equipment including Rothalen Plus, Rothstation, and transportable multi-use tanks, distributed by Procalor for residential and commercial heating installations.
• Roth Radiant Floor Heating Systems Underfloor (radiant floor) heating systems with Roth pipes, manifolds, and accessories including X-PERT S5 tubes and plastic collectors, distributed by Procalor for residential and commercial heating installations.
• ELCO Burners ELCO gas and gasoil burners including EK EVO, NEXTRON, and PROTON models, plus TD series single-stage, two-stage, and three-stage burners for gas and gasoil heating systems, distributed by Procalor.
• Radiators and Towel Warmers Radiators and towel warmers including Magno, NE, RD, and FARHO radiator models, plus TR1 and Rayco towel warmers, distributed by Procalor for residential and commercial heating installations.
• Thermostats and Climate Controls (Touchline, Roth Basicline, Rothclima 365, Logamatic RC35) Thermostats and climate control systems including Touchline app-based controls, Roth Basicline T230V, Rothclima 365, and Viessmann Logamatic RC35, distributed by Procalor for residential and commercial heating system control.
• Passion Spas and Saunas Passion Spas exclusive spa designs with comfort seats, hydrotherapy jets, LED chromotherapy lighting, and aromatherapy. Includes the ACTIVITY, ADMIRE, AQUATIC, ARIZONA, BLISS, CARDIFF, DELIGHT, DESIRE, DREAM, DYNAMIC, ECSTATIC, ENERGY, EUPHORIA, EXCITE, EXERCISE, FELICITY, FITNESS, FLORIDA, HAPPY, HEART, JOY, MALTA, OXFORD, PLEASURE, REFRESH, RELAX, RENEW, REPOSE, RESORT, REWIND, SENSATION, SERENE, SOLACE, SOULMATE, SPIRIT, THEATER, and VITALITY spa models, plus SAUNAS BARRIL barrel saunas, for private and public use.
• Spa Accessories and Heaters (Balboa, Electro Evolution 2) Spa accessories including Balboa and Electro Evolution 2 heaters, distributed by Procalor for spa owners and installers.
• Water Softeners (DOLMA, NOVO) Water softening systems including DOLMA and NOVO models with Clack and TM valve heads, distributed by Procalor for residential and commercial water treatment.
• Electropumps Electric water pumps for various water transfer applications, distributed by Procalor for residential and commercial water systems.
• Reverse Osmosis Systems (EVO5, O5, A4, BONNA) 5-stage and compact reverse osmosis water purification systems including EVO5, O5, A4, and BONNA models, distributed by Procalor for residential and commercial water treatment.
• Roth Septic Tanks (Biostep, Rothrain, Rothepur FR-BIO) Roth wastewater treatment septic tanks certified CE per EN 1825, EN 12566-1, and EN 12566-3 standards, including Biostep, Rothrain, and Rothepur FR-BIO models, distributed by Procalor for residential and commercial wastewater treatment.
• Drinking Water Storage Tanks (TR-LENTZ) Modular and standard drinking water storage tanks from TR-LENTZ, distributed by Procalor for residential and commercial potable water storage.

Quantifiable outcome

• More than 30,000 pools installed and functioning since 1972
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• HaywardcoreChannel Partner/ Reseller/ DistributorOfficial Hayward distributor. Procalor distributes Hayward products including heat pumps, filters, pumps, and pool equipment. Hayward is a major manufacturer of pool equipment and the relationship provides access to quality pool technology products.
• ViessmanncoreChannel Partner/ Reseller/ DistributorViessmann products distributed by Procalor include Vitoclima air conditioning units, Vitocal heat pumps, Vitodens boilers, Vitovolt photovoltaic panels, and Vitosol thermal solar panels. Viessmann is a leading manufacturer of heating and energy systems.
• OASEminorChannel Partner/ Reseller/ DistributorOASE products for gardens and ponds distributed by Procalor including pumps, aquatic games, filtration, oxygenators, cleaning equipment, lighting, and pond construction materials.
• RothcoreChannel Partner/ Reseller/ DistributorRoth products for wastewater treatment (septic systems), floor heating, and water management distributed by Procalor. Products include Roth Biostep, Rothrain, Rothepur, and floor heating components.
• ELCOminorChannel Partner/ Reseller/ DistributorELCO burners distributed by Procalor including EK EVO, NEXTRON, and PROTON models for gas and gasoil heating systems.
• ZodiacminorChannel Partner/ Reseller/ DistributorZodiac robotic pool cleaners distributed by Procalor including Voyager and RF series models with iQ technology.
• MaytronicsminorChannel Partner/ Reseller/ DistributorMaytronics pool cleaning robots including the Serie Z line distributed by Procalor.
• DolphinminorChannel Partner/ Reseller/ DistributorDolphin ZENIT pool cleaning robots (ZENIT 10, 15, 20) distributed by Procalor.
• AquariteminorChannel Partner/ Reseller/ DistributorAquarite salt chlorinators distributed by Procalor including LT LS, LT SV, FLO Advance NG, and UV Low Salinity models.
• Passion SpascoreChannel Partner/ Reseller/ DistributorPassion Spas hot tubs and spas distributed by Procalor. Exclusive spa brand offering with wide range of models for private and public use including ACTIVITY, AQUATIC series, BLISS, CARDIFF, DESIRE, DREAM, ECSTATIC, EUPHORIA, EXCITE, EXERCISE, FELICITY, FITNESS, FLORIDA, HAPPY, HEART, JOY, MALTA, OXFORD, PLEASURE, REFRESH, RELAX, RENEW, REPOSE, RESORT, REWIND, SENSATION, SERENE, SOLACE, SOULMATE, SPIRIT, THEATER, VITALITY models, and SAUNAS BARRIL.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• AstralPool: Spanish pool equipment manufacturer and brand (part of Fluidra) distributed through installer channels in Spain. Closely comparable product portfolio to Procalor's pool side, including pumps, filters, chlorinators, and heat pumps.
• Fluidra: Barcelona-based global leader in pool and wellness equipment, with a major Spanish distribution footprint. Directly comparable as a multi-brand pool equipment distributor and manufacturer, although at vastly larger scale than Procalor.

Broad incumbents

• SCP Distributors: PoolCorp subsidiary and one of the largest pool products distributors in the U.S. Comparable as a multi-brand pool equipment distributor serving residential and commercial installer customers.
• Watts Water Technologies: Global manufacturer of water treatment, plumbing, and flow-control products including reverse osmosis and water softeners. Comparable to Procalor's water treatment category at much larger scale and as a manufacturer rather than regional installer.
• Viessmann: Leading German manufacturer of heating, heat pumps, solar thermal, and HVAC systems — Procalor's core heating partner. Comparable product portfolio across HVAC, solar, and hot water, but operates as an OEM with global distribution rather than regional installer.
• Hayward Holdings: Major manufacturer of pool equipment (pumps, filters, heat pumps, cleaners) — Procalor's flagship distribution partner. Comparable in product category but operates upstream as an OEM rather than as a regional installer.
• Pool Corporation (PoolCorp): World's largest wholesale distributor of pool and spa equipment, supplies and accessories, primarily in North America. Comparable business model to Procalor as a multi-brand pool distributor with installer customers.
• Roth Werke (Roth): German manufacturer of water/heating systems, floor heating, and wastewater treatment — Procalor's supplier for those categories. Directly comparable in product lines (solar thermal, radiant floor, septic tanks) but as an OEM rather than installer/distributor.

Regional players

• Celfort Instalaciones: Spanish regional installer specializing in heating, air conditioning, and renewable energy systems. Comparable as a small-to-mid regional HVAC/solar installer in mainland Spain; serves similar residential and commercial customer profiles as Procalor in the Canary Islands.
• Brico Depôt Iberia: Big-box DIY retailer in Spain carrying pool equipment, heat pumps, water treatment, and solar products. Operates in the same Spanish end-market as Procalor but competes on price, breadth, and convenience rather than bespoke installation service.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/procalor

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&A

Investments

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

Frequently asked questions about Procalor