Aquamagie / Magiline

What Aquamagie / Magiline does

Aquamagie is a French pool and wellness constructor and distributor based in Alsace, operating as the official regional distributor of Magiline intelligent pool systems. Founded as a SAS in 2015 with €10,000 of share capital, the company runs its commercial showroom in Geispolsheim and is legally registered in Entzheim (SIRET 75023189600010). Its core offering is customized swimming pools (MagiGuard and MagiFirst product lines featuring proprietary FX20 and FX30 filtration), complemented by Magiline and Aquavia spas, Harvia saunas, swim spas, Nordic baths, pool enclosures, and renovation services. An online boutique extends the catalogue with 147 accessory and consumable SKUs from brands such as Bayrol, HTH, Zodiac, Maytronics/Dolphin, Formidra, and Intex. The Magiline range carries the Origine France Garantie certification, positioning Aquamagie as the only French pool constructor carrying that label, supported by a 10-year product warranty and 30 years of experience referenced in company materials.

The company's go-to-market is sales-led and direct-to-consumer, combining a regional showroom, on-site consultations, project quote-based pricing for custom pools, unit pricing for accessories, and demand generation through its website, Facebook presence, a customer referral (parrainage) program, and seasonal promotional events (Aquafolies, Summer Time, Snow Time, Magic Christmas). Pricing for pool construction is opaque (quote-driven per project), while consumables and accessories transact at unit prices online, with free delivery for orders over €100 within department 67. Revenue streams span one-time project fees for pool construction and equipment, transaction revenue from the e-commerce boutique, and recurring revenue from maintenance contracts, renovations, and after-sales service (SAV). Geographic scope is concentrated in Alsace — primarily Bas-Rhin — with limited documented projects in Haut-Rhin and southern Germany (Rheinhausen, Grafenau), indicating modest cross-border extension rather than a deliberate international expansion strategy.

The business model relies on a long-tail of affluent residential homeowners seeking custom, warranty-backed wellness installations, with the primary customer concentration risk being regional rather than account-specific. The strategy rests on three pillars: exclusive regional distribution of Magiline's intelligent pool technology, Origine France Garantie certification as a trust signal, and a multi-decade experiential track record that supports a premium, consultation-led sales motion. The operating model is consistent with a small, founder-managed regional installer-distributor rather than a scaled multi-region platform.

Name

Aquamagie / Magiline

Legal name

AQUAMAGIE

Website

https://aquamagie.fr

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Aquamagie is an Alsace-based pool and wellness distributor and installer, serving residential homeowners with custom Magiline pools, spas, Harvia saunas, swim spas, and pool accessories through its Geispolsheim showroom and online boutique.

Ownership category

akta.pro rank

Product category

Custom Pool Construction Services

NAICS

Landscape Architectural Services (54132), Landscape Architectural Services (541320)

akta.pro primary industry

Water Features Design & Installation (Ponds, Fountains, Waterfalls) (HSAIABAE)

akta.pro secondary industries

Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ), Pool Decking & Surrounds (HSAPALAK), Hot Springs, Lagoons & Water-Based Wellness (Thermal Pools, Floating Spas) (THAJAJAN)

Keywords

• Custom pool construction
• Swimming pool installation
• Spa distribution
• Sauna sales
• Pool maintenance accessories

Headquarters

HQ city

Geispolsheim, Grand Est

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Custom Pool Construction and Installation: Design, construction, and installation of customized swimming pools (Magiline products) for residential clients. Includes consultation, site preparation, construction, and finishing work. Revenue generated from one-time project fees based on pool specifications and site requirements.
2. Spa and Sauna Sales: Sale of spas (Magiline, Aquavia brands) and saunas (Harvia partner). Products include various models ranging from compact to premium lines. Revenue from product sales with installation services available.
3. E-commerce Accessories and Consumables: Online boutique selling 147 products including pool maintenance chemicals (Bayrol, HTH brands), cleaning robots (Zodiac, Maytronics Dolphin), water treatment products, accessories, and spa consumables. Revenue from individual product transactions with free shipping for orders over €100 in department 67.
4. Renovation and After-Sales Services: Pool renovation services for existing installations, maintenance contracts, and after-sales service (SAV). Revenue from service fees and spare parts.
5. Pool Covers and Enclosures: Sale and installation of pool covers, shelters, and enclosures. Complementary product category to new pool installations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Aquamagie is a regional French distributor and installer that builds custom residential swimming pools under the Magiline brand, complemented by a turnkey wellness offering that includes Magiline and Aquavia spas, Harvia saunas, swim spas, Nordic baths, and pool enclosures. Beyond construction, the company runs an online boutique with 147 products covering water treatment, robotic cleaners, and accessories, supported by renovation, after-sales, and maintenance services for the lifetime of the pool.

Product overview

Aquamagie is a pool, spa, and sauna constructor based in Alsace, France, operating as an official distributor of Magiline products—the only pool manufacturer with the 'Origine France Garantie' label. The company offers a comprehensive wellness portfolio centered on customizable Magiline swimming pools (available as outdoor, indoor, covered, or above-ground models including MagiGuard and MagiFirst variants), complemented by Magiline spas (with models such as Orchidee, Iris, Magnolia, Dalhia, Lotus, and Azalee) and Harvia saunas. Additional offerings include swim spas, Nordic baths, pool enclosures, and renovation services. The e-commerce boutique extends the product range with water treatment chemicals (Bayrol, Hth), pool robots (Zodiac, Dolphin brands), solar showers, and pool accessories totaling over 147 products.

Differentiator

Problem solved

Functional benefit

Products and services

• Piscines Magiline (Custom Swimming Pools) Fully customisable in-ground swimming pools distributed under the Magiline brand, certified 'Origine France Garantie', available as outdoor, indoor, above-ground, or covered configurations in models including MagiGuard and MagiFirst. Designed, constructed, and installed for individual residential homeowners in Alsace.
• Spas Magiline Magiline-branded residential spa range including Orchidee (6-person XL), Iris (compact 3-person), Magnolia, Dalhia, Lotus, and Azalee models, with galvanized steel structures and chromotherapy/aromatherapy options. Sold to individual homeowners through consultation.
• Spas Aquavia Aquavia-branded residential spa product line organised across the Aqualife Line, Premium Line, and Exclusive Line series, offered to individual homeowners alongside the Magiline spa collection.
• Saunas Harvia Sauna units from Finnish manufacturer Harvia supplied and installed by Aquamagie, providing complete packages with aesthetic design and easy assembly for residential wellness spaces.
• Spas de Nage (Swim Spas) Swim spa products combining swimming and hydrotherapy in a single installation, including the Fitness Spa, Compact Pool, Amazon, and Duo models for residential properties.
• Bains Nordiques (Nordic Baths) Outdoor Nordic bath products available in Europe, Iceland, and Scandinavia variants, offering hot-water bathing experiences for residential gardens.
• Abris de Piscine (Pool Enclosures and Covers) Pool enclosures, shelters, and covers sold and installed as a complementary category, including veranda-type structures that fully cover the basin for safety compliance and temperature control.
• Rénovations Piscines (Pool Renovation Services) Professional renovation services for existing residential swimming pools, including refurbishment, equipment upgrades, modernisation, and after-sales maintenance for the lifetime of the installation.
• Robots Piscine (Zodiac & Dolphin Pool Cleaning Robots) Automated pool cleaning robots from Zodiac (RF5400 IQ, RE4400 IQ, RF5200 IQ, RE4600 Voyager) and Dolphin/Maytronics (M400, S400) sold to residential pool owners through the Aquamagie e-commerce boutique.
• Douches Solaires et Hybrides (Solar and Hybrid Showers) Formidra-branded solar and hybrid outdoor showers including the Jolly, Spring, Cobra, Happy Go, and Dada models in 20L–40L capacities and multiple colours, sold to residential customers through the Aquamagie e-commerce boutique.
• Produits d'Entretien Piscine et Spa (Maintenance Chemicals and Consumables) Online catalogue of pool and spa maintenance consumables from Bayrol and HTH brands, including water treatment chemicals (chlorine, bromine, algaecides, descalers), testing kits, cleaning accessories, and other consumables sold to existing residential pool owners.

Quantifiable outcome

• 30 years of experience in pool, spa, and sauna installation
• +2 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• MagilinecoreChannel Partner/ Reseller/ DistributorAquamagie is the official distributor of Magiline products in Alsace. Magiline is described as 'the inventor of the intelligent pool' and holds the 'Origine France Garantie' certification. Aquamagie installs Magiline pools that are fully customizable to customer wishes, terrain, and budget.
• HarviacoreTechnology or IntegrationHarvia is the sauna partner for Aquamagie. They provide high-quality sauna products with aesthetic design, easy assembly, and complete package solutions. Harvia enables customers to create unique and elegant sauna interiors.
• BayrolminorChannel Partner/ Reseller/ DistributorBayrol supplies pool water treatment and maintenance chemicals sold through Aquamagie's e-commerce boutique. Products include Cell Renov, Desalgin, Decalcit, Soft & Easy, Chlorilong, and other treatment solutions.
• HTHminorChannel Partner/ Reseller/ DistributorHTH supplies pool maintenance chemicals including bromine products, chlorine treatments, and algaecides sold through Aquamagie's boutique.
• ZodiacminorChannel Partner/ Reseller/ DistributorZodiac provides pool cleaning robots (RF5400 IQ, RE4400 IQ, RF5200 IQ, RE4600 Voyager) sold through Aquamagie's online shop.
• Maytronics (Dolphin)minorChannel Partner/ Reseller/ DistributorMaytronics Dolphin pool cleaning robots (M400, S400 models) distributed through Aquamagie's boutique.
• AquaviaminorChannel Partner/ Reseller/ DistributorAquavia spa brand with multiple product lines (Aqualife, Premium, Exclusive) offered by Aquamagie alongside their own Magiline spa offerings.
• FormidraminorChannel Partner/ Reseller/ DistributorFormidra supplies solar and hybrid showers (Jolly, Spring, Cobra, Happy Go, Dada models) sold through Aquamagie's boutique.
• IntexminorChannel Partner/ Reseller/ DistributorIntex provides pool accessories including inflatable products (brassards, bouées) sold through Aquamagie's online store.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Irrijardin: French pool and spa retailer with multiple stores and installation services across France. Comparable multi-channel business model combining retail showroom, e-commerce, and installation — overlapping heavily with Aquamagie's distribution approach at greater scale.
• Piscines Waterair: French self-build pool kit manufacturer with similar custom residential positioning. Comparable product offering (custom-shaped pools) and target customer (residential homeowners), but distributes pool kits rather than full design-build services.
• Desjoyaux: Major French pool manufacturer and constructor founded in 1966, offering complete design-build pool installations across France. Directly comparable to Aquamagie's core custom residential pool construction business, but at significantly larger national scale.
• Mondial Piscine: French pool franchise network with installation services across France. Comparable network-distributed model to Alliance Piscines; targets the same residential pool installation customer as Aquamagie but with significantly broader geographic coverage.
• Cash Piscines: French pool equipment retailer with strong e-commerce focus selling chemicals, robots, and accessories. Comparable e-commerce boutique offering to Aquamagie's online store, with growing installation services that increasingly overlap with the constructor model.
• Alliance Piscines: French pool franchise network offering custom pool installation through local partners. Comparable geographically-distributed business model with national reach — a direct competitive threat through franchise scale advantages.
• Diffazur: French custom pool constructor with strong regional presence focused on personalized residential pool design and installation. Highly comparable business model to Aquamagie's constructor offering, competing for the same affluent homeowner segment.

Others

• Harvia: Finnish sauna manufacturer that supplies Aquamagie as a partner. Functions as upstream equipment supplier rather than direct competitor; relevant for understanding the supply ecosystem and as a comparable premium wellness brand in the same category.
• Fluidra (Zodiac): Spanish-headquartered pool equipment manufacturer whose Zodiac brand supplies Aquamagie with cleaning robots. Functions as equipment supplier and broader ecosystem player in the pool industry; relevant as a comparable category leader in pool hardware.

Broad incumbents

• Piscines Magiline: The parent brand and manufacturer that Aquamagie distributes exclusively in Alsace. Magiline itself operates a national network of authorized distributors across France; it sets industry standards for intelligent pools and supplies the technology underpinning Aquamagie's value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/aquamagie
• LinkedInlinkedin.com/company/aquamagie

Compliance2 records

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 Aquamagie / Magiline