What Rogers Pools does

Rogers Pools is a family-owned custom concrete swimming pool construction company headquartered in Brisbane, Queensland, founded in 1993 by Peter Rogers and now led by his children Dean and Ricki-Lee Rogers. The firm designs and builds bespoke concrete pools for residential and commercial customers across South East Queensland, with formal/geometric and natural/freeform styles, plus dedicated difficult-site and access solutions (narrow access, steep blocks, small lots, boundary issues, underground pipework redirection). The business serves primarily residential homeowners seeking custom pools on challenging sites where standard fibreglass options are unsuitable, with secondary segments in commercial/developer projects (rooftop, indoor, retirement/therapy, school, water park pools) and pool renovation clients. Construction is built on-site using gunite/shotcrete concrete methods, with a sales-led, direct-consultation go-to-market and quote-based, project-specific pricing. The current pipeline is sustained by a regional reputation of 1,000+ completed pools over 30+ years and recent SPASA recognition including Best Concrete Pool Builder & Business of the Year 2023 and SPASA National Residential Lighting Feature 2024.

Name

Rogers Pools

Legal name

Rogers Pools

Website

https://rogerspools.com.au

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Rogers Pools is a family-owned custom concrete pool builder founded in 1993 in Brisbane, serving residential and commercial customers across South East Queensland. The firm specializes in difficult-site construction (narrow access, sloping blocks, underground pipework), pool renovations, and award-winning formal and natural pool designs.

Ownership category

akta.pro rank

Product category

Swimming Pool Construction Services

akta.pro primary industry

Pool Decking & Surrounds (HSAPALAK)

Keywords

• Custom concrete pools
• Pool construction services
• Pool renovation services
• Difficult site pool builders
• Swimming pool builders

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Custom Concrete Pool Construction: One-time custom pool building services for residential and commercial properties. Includes design, council approvals, construction, and handover. Pricing is quote-based and project-specific depending on pool size, complexity, site conditions, and selected features.
2. Pool Renovations: Renovation services for existing pools including cosmetic updates, system changes, layout modifications, interior/surround updates, and additions like spas and spillways.
3. Pool Features and Options: Add-on features including interior finishes (tiles, pebbles, glass beads), heating systems (gas, solar, electric), automation upgrades, and lighting packages sold as components of pool builds or renovations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Rogers Pools is a custom concrete swimming pool builder in South East Queensland that designs, constructs, and renovates residential and commercial pools. The company specializes in technically challenging sites such as narrow access, sloping blocks, and small lots, and offers licensed installation of the Paramount PCC 2000 in-floor cleaning system along with complementary services including lighting, heating, automation, and interior finishes.

Product overview

Rogers Pools is a family-owned custom concrete pool construction company offering bespoke swimming pool design and building services across South East Queensland. The core product is custom concrete pools available in multiple styles (formal/geometric and natural/freeform), with specialized capabilities for difficult sites and challenging access. The company offers the core custom pool construction as the primary offering, supplemented by add-on features including the Paramount PCC 2000 in-floor cleaning system (as a licensed installer), interior finishes, LED pool lighting, heating systems, and smart automation. Additional services include commercial pool construction, pool renovations, and difficult site/access specialty solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Concrete Pools End-to-end design and construction of bespoke concrete swimming pools for residential and commercial clients in South East Queensland, including difficult access sites.
• Formal Pools Geometric, architectural-style concrete pools with clean lines, suited to modern home designs and structured landscapes.
• Natural Pools Freeform, organic-style concrete pools designed to blend into natural landscapes and backyard environments.
• Commercial Pools Concrete pool construction for commercial, developer, and community projects such as hospitality, multi-unit, and aquatic facilities.
• Pool Renovations Refurbishment, resurfacing, and modernization of existing concrete pools, including interior finishes, lighting, heating, and automation upgrades.
• Difficult Site & Access Solutions Specialist concrete pool construction on technically challenging sites including narrow access, sloping blocks, small lots, boundary issues, and underground pipework.
• Paramount PCC 2000 In-Floor Cleaning System Licensed installation of the Paramount PCC 2000 in-floor cleaning system, provided as a branded add-on to Rogers Pools' custom pool builds.

Quantifiable outcome

• Established 1993 - 30+ years of operation with portfolio of over 1,000 custom pools
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Paramount PCC 2000coreTechnology or IntegrationRogers Pools is a licensed installer of the Paramount PCC 2000 Infloor Cleaning and Circulation System. This is their primary automated cleaning technology offering, described as achieving low maintenance levels unachievable with other pool cleaners. The partnership provides exceptional chemical distribution and low running costs for customers.
• SPASA (Swimming Pool & Spa Association of Australia)coreOthersRogers Pools actively participates in SPASA awards programs, having won multiple Queensland and National awards including Best Concrete Pool Builder & Business of the Year 2023 and SPASA National Residential Lighting Feature 2024. Membership provides industry recognition and credibility.
• ReachLocalminorGTM or Marketing PartnerDigital advertising partnership for retargeting and online marketing. ReachLocal provides advertising services including retargeting products that show Rogers Pools advertisements to users who have visited their website or third-party networks.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Freedom Pools: Major Australian fiberglass pool manufacturer and installer with national dealer coverage. Comparable as a competing pool brand in the Australian market, though focused on fiberglass rather than the custom concrete construction that is Rogers Pools' specialty.
• Narellan Pools: Large Australian pool franchise network building fiberglass and concrete pools nationally through franchisees. Comparable to Rogers Pools as a competing pool construction brand, but uses a franchise model and broader geographic reach versus Rogers' family-owned regional approach.
• Compass Pools Australia: One of Australia's largest pool builders offering both fiberglass and concrete pools nationally with a wide dealer network. Comparable to Rogers Pools as a competing pool construction brand targeting Australian homeowners, but operates at much broader scale and across more geographies.
• Barrier Reef Pools: National Australian fiberglass pool manufacturer and builder with extensive dealer network. Comparable as a competing pool construction brand for Australian homeowners, but skewed toward prefabricated fiberglass rather than custom concrete builds.

Direct peers

• Blue Haven Pools: Long-established Australian custom pool builder, particularly active in NSW and Queensland, offering concrete pool design and construction including difficult sites. Comparable as a direct peer offering custom concrete pool builds to Australian residential customers, often competing with Rogers Pools in SEQ/northern NSW.
• Summerset Pools: Australian custom concrete pool builder operating across multiple states with design and construction services. Comparable to Rogers Pools as a custom concrete pool builder targeting residential customers, though with broader geographic coverage.

Others

• Poolwerx: Australia's largest pool maintenance and service franchise network. Adjacent rather than directly competing — Rogers Pools builds pools while Poolwerx services them — but both operate in the Australian pool ecosystem and could be referral partners.
• Paramount Pool & Spa Systems: Technology partner of Rogers Pools and manufacturer of the PCC 2000 in-floor cleaning system. Adjacent rather than competing; comparable as the supplier of a key differentiating technology that Rogers Pools is licensed to install.
• Davey Water Products: Australian manufacturer of pool equipment, pumps, filters, and water treatment products. Adjacent supplier in the pool ecosystem rather than a direct competitor, comparable as a provider of pool-related components used in pool construction.

Regional players

• Aqualux Pools: Australian pool builder focused on specific regions, offering custom pool design and construction. Comparable as a custom pool builder competing for similar residential customers, but operating in different geographies than Rogers Pools' SEQ stronghold.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/rogerspools
• Facebookfacebook.com/rogerspoolsqld
• LinkedInlinkedin.com/company/rogers-pools

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 Rogers Pools