MIDAS Pool Products

What MIDAS Pool Products does

MIDAS Pool Products GmbH is a privately held German B2B distributor of swimming pool technology, headquartered in Neuhof-Dorfborn and operating since 1974. The company sells more than 10,000 products across 11 categories, including filtration systems (e.g., MIDA.Calypso GRP filter vessels), heating equipment (e.g., MIDA.Perla full-inverter heat pumps with up to 22.3 COP), cleaning robots (e.g., W-Warrior-Cleaner), water treatment systems, pool covers, lighting, and installation components. Its portfolio combines exclusive distribution of premium third-party brands (Coverseal automatic covers with patented locking technology, WaterRows graphene-reinforced GFK pools with 40-year warranty) with its own MIDA-branded product lines.

MIDAS sells exclusively to professional pool builders, installers, and pool construction companies across more than 100 countries, positioning itself explicitly as a B2B partner. Distribution is conducted through a proprietary 24/7 webshop for registered trade customers, three regional field sales representatives covering German territories, an internal sales desk, and a dedicated export department with multilingual staff (German, English, French). Pricing is not publicly disclosed and operates on a quote-based B2B model. Revenue streams include one-time product sales (equipment, accessories, premium pools) plus recurring services such as aftersales support, spare parts, and partner marketing materials.

The company is owner-managed: Marco Schneider became sole owner and managing director in 2023, joined by Elena Jakobson as co-managing director. Headcount is in the 11-50 range, with documented leadership including Heads of Aftersales, Marketing, and Warehouse/Logistics. The company received EU EFRE funding and relocated to larger headquarters in 2022, and operates an annual MIDA.Workshops training program that drew 120+ participants from Germany, Austria, and Switzerland in 2025.

Name

MIDAS Pool Products

Legal name

MIDAS Pool Products GmbH

Website

https://midas-gmbh.de

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

MIDAS Pool Products GmbH is a German B2B distributor founded in 1974, selling over 10,000 swimming pool technology products across 11 categories to professional pool builders, installers, and construction companies in more than 100 countries.

Ownership category

akta.pro rank

Product category

Pool Equipment & Supplies Distribution

NAICS

Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914), Totalizing Fluid Meter and Counting Device Manufacturing (334514)

SIC

Pumps & Pumping Equipment (3561), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Totalizing Fluid Meters & Counting Devices (3824)

akta.pro primary industry

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

akta.pro secondary industry

Water Testing & Chemical Balancing (HSAIALAB)

Keywords

• Pool equipment distribution
• Swimming pool technology
• Pool filtration systems
• Pool heating systems
• Pool cleaning equipment

Headquarters

HQ city

Neuhof

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pool Equipment and Accessories Sales: Sale of over 10,000 pool products including filtration systems, pumps, water treatment, heating, cleaning equipment, covers, lighting, and installation parts. Products sold through B2B webshop and sales representatives.
2. WaterRows Premium Pool Systems: Sale of premium fiberglass pool basins with integrated technology and extended warranties (40 years).
3. Aftersales Service: Technical support, maintenance, and spare parts service for installed pool equipment.
4. Marketing Services: Promotional materials and marketing support for B2B partners including brochures and advertising items.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

MIDAS Pool Products is a B2B distributor of swimming pool technology offering over 10,000 products across 11 categories including filtration systems, pumps, water treatment, heat pumps, automatic pool cleaners, safety covers, LED lighting, and installation components. The company combines own-brand products (MIDA.Perla heat pumps, MIDA.Calypso filters, Technikboxen) with exclusive distribution partnerships for Coverseal automatic covers and WaterRows premium fiberglass pools, serving pool builders and installers through a 24/7 Webshop and regional sales representatives.

Product overview

MIDAS Pool Products is a B2B pool technology distributor offering over 10,000 pool products across 11 main categories. The portfolio includes own-brand products like the MIDA.Perla full-inverter heat pump, MIDA.Calypso filter vessels, and Technikboxen technical boxes, as well as exclusive sub-brands such as Coverseal automatic pool covers (with Automatic and Semi-automatic models) and WaterRows premium GFK pools with graphene-ceramic construction. The product range spans filtration, pumps, water treatment (electrolysis, UV-C), heating, cleaning robots (W-Warrior-Cleaner), lighting, covers, and installation components. Products are distributed exclusively through trade partners and are supported by the MIDA.Workshops training program.

Differentiator

Problem solved

Functional benefit

Brands

• MIDA.Perla: Full-inverter heat pump product line with up to 22.3 COP, 13-32 kW capacity, for pools up to 140 m³.
• MIDA.Calypso
• MIDA.Workshops
• MIDA.Marketing Service
• Coverseal

Products and services

• Coverseal Automatic Pool Cover

Quantifiable outcome

• 40-year manufacturer warranty on WaterRows GFK pools against leaks and osmosis
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• WaterRowscoreTechnology or IntegrationPremium GFK pool manufacturer offering fiberglass pools with integrated LED lighting and intelligent Inflow cleaning system. WaterRows pools feature graphene-reinforced ceramic structure with 40-year warranty. MIDAS distributes these premium pools as part of their product portfolio.
• CoversealcoreTechnology or IntegrationExclusive distributor of Coverseal automatic pool covers in Germany and international markets. Coverseal offers automatic and semi-automatic pool covers with patented technology for safety, insulation, and water quality. The partnership includes intensive training and certification programs for installers.
• fittminorChannel Partner/ Reseller/ DistributorItalian manufacturer of fluid handling systems including pipes, fittings, and hoses for pool and water applications.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• SCP (Pool Corporation): US-listed largest wholesale distributor of pool and related products serving pool builders and service companies. Comparable B2B distribution model and customer base, though at much larger scale and primarily North American focus.
• Pentair: Global water treatment and pool equipment company with strong presence in pool pumps, filters, and automation. Overlapping product portfolio and B2B channel relationships make Pentair a relevant comparable for MIDAS's pool technology distribution business.
• Fluidra: Spanish-listed global pool equipment manufacturer and distributor with broad portfolio across residential and commercial pool technology. Directly comparable to MIDAS as a B2B pool technology supplier but operates at vastly greater scale with manufacturing integration.
• Hayward Holdings: US-based global pool equipment manufacturer offering pumps, filters, heaters, cleaners, and automation. Comparable product breadth and B2B distribution model targeting pool builders, though focused primarily on North American market.
• BWT (Best Water Technology): Austrian-headquartered European water technology group operating in pool, spa, and water treatment markets. Comparable DACH-region presence and overlapping product categories (filtration, water treatment, dosing systems) make BWT a strong regional peer for MIDAS.

Direct peers

• Behncke: German pool technology manufacturer and supplier of filter systems, heat exchangers, water treatment, and control technology. Strong direct competitor in the German pool equipment market with overlapping product categories.
• Maytronics: Israeli manufacturer of robotic pool cleaners (Dolphin brand) and pool water treatment. Directly comparable in the wireless pool robot category where MIDAS distributes the W-Warrior-Cleaner, representing potential overlap or supplier-customer dynamics.
• CCEI: French pool equipment specialist offering lighting, water treatment, control systems, and pool accessories. Comparable in European B2B distribution of pool technology with focus on residential and commercial pool professionals.
• Peraqua: Austrian B2B distributor of pool and wellness technology offering filters, pumps, covers, water treatment, and pool accessories. Highly comparable DACH-focused B2B distributor model targeting pool builders with similar product breadth.

Regional players

• Binder: German specialist in pool and wellness technology covering filtration, water treatment, and pool construction components. Comparable in product mix and German-market focus though with stronger emphasis on private-label distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/midaspoolproducts
• LinkedInlinkedin.com/company/midaspoolproducts

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 MIDAS Pool Products