Club Piscine Marcel Dionne & Fils Inc

What Club Piscine Marcel Dionne & Fils Inc does

Club Piscine Marcel Dionne & Fils Inc is a privately held, family-owned retail and installation business founded in 1978 in Rimouski, Quebec, operating as a multi-banner franchisee under Club Piscine Super Fitness (pools, spas, outdoor furniture, fitness), Passion Jardins (garden center and nursery), and Passion Feu (fireplaces, stoves, and BBQs). The company sells in-ground and above-ground pools in multiple materials (vinyl, fiberglass, steel), spas under the Jacuzzi, Solstice, and Innovaspa brands, a broad BBQ line anchored by Napoléon with Kamado Joe, Broil King, and Jackson Grills as secondary lines, and fireplaces and stoves from Napoléon, Hearthstone, Osburn, Amantii, Ambiance, and Louisiana Grills. Its seven production greenhouses, described as the largest garden center east of Quebec City, supply a full horticultural inventory — trees, shrubs, fruit trees, conifers, hedging cedars, perennials, soils, and amendments — and the company complements retail with paid services: pool installation and repair, landscape design and consultation, soil analysis, and home delivery in the Rimouski area.

The business is run as a second-generation family enterprise with roughly 60 employees at seasonal peak, with day-to-day contacts including Etienne and Frédéric Dionne. It operates two physical retail locations — the Rimouski headquarters at 905 Rue de Lausanne and a secondary store at 338 Avenue de Port-Royal Ouest in Bonaventure — and serves exclusively residential homeowners in the Bas-Saint-Laurent and Gaspésie regions of eastern Quebec. Revenue is generated almost entirely through direct-to-consumer hardware sales supplemented by installation, repair, delivery, and landscaping services, with pricing set on a quote basis per project. Marketing is conducted via organic Facebook and Instagram, the company website (mdionne.com), and promotional circulars issued through the three banner networks; no e-commerce channel, no proprietary technology platform, and no AI or software component to the offering is disclosed.

Name

Club Piscine Marcel Dionne & Fils Inc

Legal name

Club Piscine Marcel Dionne & Fils Inc

Website

https://mdionne.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Rimouski

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from selling outdoor equipment including pools (above-ground and in-ground), spas, garden furniture, BBQs, smokers, outdoor kitchens, fireplaces, stoves, gardening products, plants, and accessories. The company also offers professional services including pool installation, repair services, and landscaping consultation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Club Piscine Marcel Dionne & Fils Inc is a multi-banner retail business founded in 1978 that sells pools (above-ground and in-ground), spas, outdoor furniture, gazebos, BBQs, fireplaces, stoves, and horticultural/garden products at two Quebec locations. The company also provides professional pool installation, pool repair, landscape design, soil analysis, and delivery services, operating under the Club Piscine Super Fitness, Passion Jardins, and Passion Feu banners.

Product overview

Club Piscine Marcel Dionne & Fils Inc operates as a multi-banner retail company specializing in outdoor living products and services. Founded in 1978 and based in Rimouski and Bonaventure, Quebec, the company operates three specialized divisions under one roof: Club Piscine Super Fitness (pools, spas, fitness, outdoor furniture), Passion Jardins (garden center, nursery, horticultural products), and Passion Feu (fireplaces, stoves, barbecues). The core product portfolio includes in-ground and above-ground pools in various materials (fiberglass, steel), spas from Jacuzzi/Solstice/Innovaspa, outdoor furniture and gazebos, and a comprehensive selection of barbecues featuring Napoleon as the flagship brand alongside Kamado Joe, Broil King, and Jackson Grills. The fireplace and stove offerings include Napoléon, Hearthstone, Osburn, and various other heating brands. The garden center, the largest east of Quebec City, spans seven production greenhouses offering trees, shrubs, ornamental plants, fruit trees, conifers, hedging cedars, and horticultural supplies. Installation, repair, and landscaping services complement the retail offerings across all product categories.

Differentiator

Problem solved

Functional benefit

Brands

• Club Piscine Super Fitness: Pool, spa, garden furniture, barbecue, and fitness equipment retail banner under which the company operates its pool and outdoor products division
• Passion Jardins
• Passion Feu

Products and services

• Pools (Above-ground, In-ground, Fiberglass, Steel) Swimming pools sold in multiple formats (above-ground, in-ground, fiberglass, steel) for residential installation, available in various shapes, sizes, and finishes.
• Spas Spas and hot tubs from brands including Jacuzzi, Solstice, and Innovaspa, sold for home relaxation and massage.
• Outdoor Furniture and Gazebos Patio furniture sets, umbrellas, sun shelters, gazebos, and solariums for outdoor relaxation.
• Barbecues and Grills Gas, charcoal, and pellet barbecues featuring brands such as Napoleon (Prestige, Prestige PRO, Rogue, Legend, Phantom, Freestyle), Kamado Joe, Broil King, and Jackson Grills, plus Louisiana Grills pellet smokers.
• Fireplaces and Stoves Wood, gas, electric, and pellet fireplaces and stoves from brands including Napoleon, Amantii, Ambiance, Hearthstone, Osburn, and others, for residential heating.
• Garden Center and Nursery Garden center offering trees, shrubs, fruit trees, conifers, hedging cedars, deciduous trees, grasses, indoor plants, natural stones, compost, soil amendments, and gardening accessories; the largest garden center east of Quebec City with seven production greenhouses.
• Fitness Equipment Home fitness equipment including treadmills, stationary bikes, and weight machines.
• Pool Installation and Repair Services Professional pool installation services including site preparation, structure assembly, plumbing, and accessory installation, plus pool repair and maintenance services.
• Landscape Design and Soil Analysis Services Landscape design and installation services including plant selection advice, hedge layout, and irrigation solutions, plus complete soil analysis to determine fertilization and amendment needs.
• Delivery Service Local delivery service for plants, products, and furniture to customers' homes in the Rimouski area, with in-store pickup also available.

Quantifiable outcome

• Serving the Bas-Saint-Laurent and Gaspésie regions with two retail locations

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

Partnerships

Seven partnerships are on record, tiered core and major.

• Club Piscine Super FitnesscoreChannel Partner/ Reseller/ Distributor · 1 January 1978Master franchise partnership since 1978. Marcel Dionne & Fils operates as a Club Piscine Super Fitness franchisee, selling pools (above-ground and in-ground), spas, outdoor furniture, fitness equipment, gazebos, and BBQs under the Club Piscine banner. The banner is the largest Quebec retailer of pools, garden furniture, BBQs, spas, and fitness equipment with over 40 stores in Quebec and Ontario.
• Passion JardinscoreChannel Partner/ Reseller/ Distributor · 1 January 1978Garden center affiliated with the Passion Jardins banner since 1978. Passion Jardins is a Canadian network of garden centers offering inspiration, trends, and quality gardening products. Marcel Dionne & Fils operates the largest Passion Jardins location east of Quebec City with seven production greenhouses.
• Passion FeucoreChannel Partner/ Reseller/ Distributor · 1 January 1978Stove and fireplace boutique affiliated with the Passion Feu banner since 1978. Passion Feu is a network of over 280 retailers in North America specializing in fireplaces, stoves, and BBQs with highly qualified and nationally certified experts providing precise and economical advice.
• NapoléonmajorTechnology or IntegrationExclusive brand partnership for fireplaces, stoves, and BBQs. Napoléon offers patented technologies for gas and charcoal grills including infrared burners, stainless steel construction, and advanced temperature control systems. Marcel Dionne & Fils carries the complete Napoléon product line including Prestige, Prestige PRO, Phantom, Rogue, Legend, and Freestyle series BBQs.
• Kamado JoemajorTechnology or IntegrationPremium ceramic BBQ partnership featuring innovative multi-functional designs for grilling, smoking, roasting, and pizza cooking with precise temperature control.
• Broil KingmajorTechnology or IntegrationPartnership for gas BBQs featuring powerful burners, cast iron cooking grids, dual-zone cooking system, and robust construction for durability.
• Jackson GrillsmajorTechnology or IntegrationPartnership for premium gas BBQs featuring modern design, quality stainless steel construction, even heat distribution, and spacious cooking surfaces.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Patrick Morin: Quebec-based building materials and hardware retail chain with stores across the province, including eastern regions. Overlaps with Marcel Dionne on garden supplies, BBQs, outdoor equipment, and small hardware items from a multi-category big-box-style assortment.
• Canadian Tire: Iconic Canadian general merchandiser with deep Quebec penetration, selling BBQs, outdoor furniture, gardening tools, and seasonal outdoor living goods. Competes on price and convenience across most of Marcel Dionne's categories.
• Lowe's Canada: National home improvement chain operating in Canada after acquiring Rona assets. Carries garden, BBQ, fireplace, and outdoor equipment that competes head-to-head with Marcel Dionne's assortment.
• Home Depot Canada: National home improvement big-box with strong garden, BBQ, fireplace, and outdoor seasonal assortments. Competes with Marcel Dionne on commodity lines and increasingly on premium brands such as Napoleon.
• Réno-Dépôt: Quebec-anchored big-box home improvement banner within the Rona family. Competes with Marcel Dionne on seasonal outdoor, garden, and BBQ categories with a larger-store, lower-touch shopping model.
• Rona: Largest Canadian-owned home improvement retailer with extensive Quebec footprint. Sells BBQs, outdoor furniture, garden supplies, and pool accessories alongside broad building materials — direct multi-category overlap.
• Costco Canada: Membership warehouse club with seasonal patio furniture, BBQs (including Napoleon and Broil King), garden supplies, and hot tub/patio goods at aggressive pricing. Increasingly overlaps with high-ticket categories in eastern Quebec.

Direct peers

• Trévi: Trévi is a major Quebec-headquartered manufacturer and retailer of pools, spas, and outdoor living products with company-owned and franchise retail locations. It directly competes with Marcel Dionne's pool/spa business and shares the same Quebec specialty-retail playbook.

Others

• Passion Jardins (banner network): Canadian garden-center franchise network of which Marcel Dionne's Rimouski center is a member. Functions as the parent banner ecosystem rather than a free-standing rival, analogous to Club Piscine.
• Club Piscine Super Fitness (banner network): The Quebec pool/spa/BBQ franchise banner under which Marcel Dionne operates, with 40+ stores. It is the parent franchise ecosystem and a direct counterpart to the company's own franchise location, rather than a free-standing competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/marceldionneetfils
• Instagraminstagram.com/fdionne896
• LinkedInlinkedin.com/company/club-piscine-marcel-dionne-&-fils-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Club Piscine Marcel Dionne & Fils Inc