Natural Swimming Pools
Natural Swimming Pools Ltd. is a UK specialist founded in 2001 that designs and builds chemical-free natural swimming pools for high-end residential homeowners, using BIOTOP biological filtration technology and serving the entire UK plus select European projects.
- Company typePrivate
- Founded2001
- HeadquartersWattisfield, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Natural Swimming Pools does
Natural Swimming Pools Ltd. is a UK-based specialist design-and-build firm founded in 2001 that constructs chemical-free natural swimming pools for high-end residential clients. The company is headquartered in Wattisfield, Suffolk, and operates with a small team of five serving the entire UK alongside a handful of overseas projects in mainland Europe. Its core offering centers on three product lines — natural pools with aquatic plants (from £55,000+VAT), plant-free 'Living Pools' using BIOTOP biological filtration (from £50,000+VAT), and conversions of existing chemical pools to biological systems (from £20,000+VAT) — together with recurring seasonal and multi-year maintenance services.
The underlying technology relies on biological filtration rather than chlorine chemistry: micro-organisms in specialised foam and phosphate-absorbing filters break down organic impurities, with optional aquatic planting (lilies, reeds, rushes, iris) providing supplementary nutrient uptake. The company is the official UK partner of Austrian manufacturer BIOTOP and uses its 'phostech ultra' and Living Pool System technologies, adapted for UK conditions. A proprietary pool profile design enables maintenance via part-emptying at 3-5 year intervals rather than full drain, materially reducing lifetime servicing cost versus conventional pools.
Commercially, Natural Swimming Pools runs a direct-to-consumer sales model with bespoke design consultation, on-site construction by in-house installation teams, and long-tail aftercare. Lead generation leans on a visual portfolio website, an active Instagram channel, and annual presence at the RHS Chelsea Flower Show — where the firm won the 2026 Director General's Award, the show's highest honour. Pricing is publicly disclosed across four tiers plus accessories (solar covers, air-source heat pumps), and customers are exclusively individual residential homeowners, with no disclosed enterprise or commercial accounts.
Natural Swimming Pools firmographics
Firmographics- Name
- Natural Swimming Pools
- Legal name
- Natural Swimming Pools Ltd.
- Website
- https://naturalswimmingpools.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Natural Swimming Pools Ltd. is a UK specialist founded in 2001 that designs and builds chemical-free natural swimming pools for high-end residential homeowners, using BIOTOP biological filtration technology and serving the entire UK plus select European projects.
- Ownership category
- akta.pro rank
Natural Swimming Pools industry classification
Industry- Product category
- Natural Swimming Pool Construction and Maintenance
- NAICS
- Landscape Architectural Services (54132)
- akta.pro primary industry
- Water Features Design & Installation (Ponds, Fountains, Waterfalls) (HSAIABAE)
- akta.pro secondary industries
- Water Features (Ponds, Fountains & Waterfalls) (HSAPALAJ), Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)
Keywords
Where Natural Swimming Pools is headquartered
LocationHeadquarters
- HQ city
- Wattisfield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Natural Swimming Pools business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales
Revenue model
- Natural Swimming Pool Construction: One-time sale of custom natural swimming pools including design, construction and installation. Pools are tailored to individual client preferences with complete planning, construction and aftercare service.
- Pool Conversion Services: Conversion of existing chemical swimming pools to natural biologically filtered systems, replacing chemical treatment equipment with biological filtration.
- Maintenance and Aftercare: Seasonal maintenance services, full pool servicing at 3-5 year intervals, replacement of phosphate media at 2-7 year intervals, and support for running issues.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Natural Filtration Converter System |
| Unit Pricing | One time/ perpetual license | Pool Conversions with Plants |
| Unit Pricing | One time/ perpetual license | Pools with Plants |
| Unit Pricing | One time/ perpetual license | Small Pools without Plants |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Natural Swimming Pools product offering
Product offeringCore offering
Natural Swimming Pools Ltd. designs, builds and maintains chemical-free natural swimming pools for high-end residential properties in the UK and mainland Europe. The company delivers three core offerings: natural swimming pools with aquatic plants using Biotop phostech ultra filtration, plant-free Living Pools using Biotop's biological filtration system, and conversions of existing chemical pools into biologically filtered systems. Each project includes bespoke design, full construction, and ongoing aftercare/maintenance services.
Product overview
Natural Swimming Pools Ltd. offers three core product lines: Natural Swimming Pools with Plants (featuring aquatic planting for natural filtration using Biotop 'phostech ultra' technology), Living Pools without Plants (using Biotop's award-winning Living Pool System with biological foam filters and automatic robots), and Pool Conversions (transforming existing chemical pools into natural systems). The company provides comprehensive services including planning, construction, and aftercare. Pricing ranges from £20,000+VAT for converter systems to £55,000+VAT for pools with plants, with conversions starting at £45,000+VAT.
Differentiator
Problem solved
Functional benefit
Products and services
- Natural Swimming Pool with Plants
Quantifiable outcome
- Pools can reach 21C to 25C in summer naturally
- +2 more outcomes
Companies that use Natural Swimming Pools
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles1 record
Natural Swimming Pools technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Natural Swimming Pools partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- BIOTOPcoreOfficial Partner of BIOTOP, a leading manufacturer of natural pool technology. Company uses Biotop's Living Pool System and 'phostech ultra' filtration technology for pools without plants. BIOTOP is an Austrian company (bio.top) specialising in biological pool filtration systems.
- PerennialminorSupported by Perennial, a charity providing support to people working in horticulture, gardens and arboriculture.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Natural Swimming Pools competitors and assessment
Company assessmentBroad incumbents
- Compass Pools UK: Established UK manufacturer/installer of one-piece ceramic composite swimming pools; competes for the same luxury residential pool budget but with conventional chlorinated systems, representing the incumbent alternative NSP displaces.
- Cresta Leisure Pools: Long-established UK luxury swimming pool builder; competes in the high-end residential pool market with traditional chemical systems, providing the incumbent choice NSP's natural offering differentiates against.
- Hilton Pools: UK bespoke swimming pool design and construction company targeting premium residential clients; competes for the same discretionary luxury pool budget though with conventional (chlorinated) systems.
Direct peers
- BioNova Natural Pools: UK specialist natural swimming pool designer and builder; competes head-to-head with Natural Swimming Pools in the same chemical-free residential pool niche using biological/plant-based filtration.
- Clear Water Revival Natural Pools: UK natural swimming pool company using BIOTOP filtration systems; direct competitor with overlapping technology partner and identical chemical-free value proposition for residential clients.
- Gartenart Swimming Ponds: UK natural swimming pond and pool builder offering design, construction and planting for chemical-free swimming ponds; closest direct competitor in product and customer segment.
Others
- Tom Hoblyn Garden Design: UK landscape and garden designer who has collaborated with NSP on RHS Chelsea plantings; adjacent ecosystem participant with overlapping high-end residential clientele and potential referral pathway to natural pool installations.
Emerging players
- Biotop Landscaping & Pool Technology: Austrian pioneer of natural swimming pool biological filtration (the Living Pool System / phostech ultra); both a technology supplier to NSP and a broader European player that builds or licenses its system through regional partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Natural Swimming Pools social profiles
Digital presenceNatural Swimming Pools financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natural Swimming Pools leadership team
Management profileNumber of profiles
Profiles2 records
Natural Swimming Pools funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natural Swimming Pools M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Natural Swimming Pools
What does Natural Swimming Pools do?
Natural Swimming Pools Ltd. designs, builds and maintains chemical-free natural swimming pools for high-end residential properties in the UK and mainland Europe. The company delivers three core offerings: natural swimming pools with aquatic plants using Biotop phostech ultra filtration, plant-free Living Pools using Biotop's biological filtration system, and conversions of existing chemical pools into biologically filtered systems. Each project includes bespoke design, full construction, and ongoing aftercare/maintenance services.
Is Natural Swimming Pools a public or private company?
Natural Swimming Pools is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Natural Swimming Pools founded?
Natural Swimming Pools was founded in 2001. It employs 1 to 10 people.
Where is Natural Swimming Pools based?
Natural Swimming Pools is headquartered in Wattisfield, United Kingdom, in the Europe region.
How does Natural Swimming Pools make money?
Three revenue lines are on record. Natural Swimming Pool Construction is the primary driver. The others are pool Conversion Services and maintenance and Aftercare.
Who are Natural Swimming Pools's main competitors?
Broad incumbents on record are Compass Pools UK, Cresta Leisure Pools and Hilton Pools. Direct peers are BioNova Natural Pools, Clear Water Revival Natural Pools and Gartenart Swimming Ponds. Tom Hoblyn Garden Design is listed as an others. Biotop Landscaping & Pool Technology is listed as an emerging player.
Does Natural Swimming Pools have an API?
No public API is recorded for Natural Swimming Pools.
What industry is Natural Swimming Pools in?
Natural Swimming Pools's product category is Natural Swimming Pool Construction and Maintenance. Its primary akta.pro industry code is HSAIABAE, Water Features Design & Installation (Ponds, Fountains, Waterfalls), with a secondary code of HSAPALAJ, Water Features (Ponds, Fountains & Waterfalls). Its NAICS code is 54132.