What Willy Naessens Swimming Pools does

Willy Naessens Swimming Pools, founded in 1962 and headquartered in Oudenaarde, Belgium, is a bespoke swimming pool construction firm specializing exclusively in 100% custom-built architectural concrete pools. The company operates as a subsidiary of the diversified Willy Naessens Group and serves primarily high-net-worth private residential clients, alongside secondary hospitality customers (hotels, campgrounds, spas, wellness centers). Core products include indoor and outdoor concrete pools, movable floor pools (via exclusive Aqualift Benelux distributorship), underwater window pools, infinity/overflow pools, lap pools, wellness pools, and natural swimming ponds. Underlying technology centers on full concrete construction for guaranteed 100% water tightness and longevity, stainless steel cable movable floor systems, hidden gutter buffer tank overflow systems, and integrated dehumidification systems for indoor installations.

The company runs a direct enterprise field-sales model with personal advisors and route supervisors assigned to each project from design through delivery. Three Belgian showrooms (Oudenaarde, Overijse, Schoten) serve as customer touchpoints, supplemented by an e-commerce webshop (zwembad.be, lifeisbetteratthepool.be) selling maintenance products and accessories. Pricing for new pool construction starts at approximately EUR 35,000, with project revenue recognized on completion; supplementary revenue streams include pool renovation services and product sales. International expansion is executed via own teams deployed to the Netherlands (~20 projects), France (~30), Luxembourg (~10), and Romania (1 public pool), cumulatively 50+ international projects.

The firm has accumulated over 1,000 customers across 60+ years and has won three consecutive EUSA Gold Awards (2023, 2024, 2025) for most beautiful pools in Europe. In 2024 it obtained Climate Neutral certification (audited by Preferred by Nature) across the Willy Naessens Group. Despite this track record, the company operates with only 12 employees, indicating heavy reliance on subcontracted construction labor under lean in-house design, project management, and customer-relations leadership.

Name

Willy Naessens Swimming Pools

Legal name

NV Willy Naessens Swimming Pools

Website

https://swimmingpools.be

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

11–50 employees

Short description

Willy Naessens Swimming Pools is a Belgian, family-owned custom concrete swimming pool builder (founded 1962) serving high-net-worth private homeowners and select hospitality clients in Belgium and four European countries, with projects starting at approximately EUR 35,000.

Ownership category

akta.pro rank

Product category

Swimming Pool Construction

NAICS

Poured Concrete Foundation and Structure Contractors (23811)

SIC

Heavy Construction Other Than Bldg Const - Contractors (1600)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Custom concrete swimming pools
• Indoor outdoor pool construction
• Pool renovation services
• Movable floor pools
• Architectural pool builder

Headquarters

HQ city

Oudenaarde

HQ country

Belgium

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Swimming Pool Construction: One-time sale of bespoke architectural concrete swimming pools for private residential and public/commercial use. Pricing starts from approximately EUR 35,000. Revenue recognized at project completion.
2. Pool Renovation Services: Renovation of existing swimming pools including tile replacement, mood lighting upgrades, filter/heating system overhaul, and conversion of swimming ponds to concrete pools.
3. Pool Products (Webshop): Online sale of pool maintenance products, accessories, equipment (dehumidifiers, heat pumps, covers, pool ladders) via zwembad.be and lifeisbetteratthepool.be webshops.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Willy Naessens Swimming Pools designs, builds, and maintains fully custom architectural concrete swimming pools for private residential and public/commercial clients. The company specializes in 100% concrete construction to centimeter-accurate specifications, with specialty pool types including indoor, outdoor, movable floor (Aqualift), infinity/overflow, underwater window, lap, wellness, and swimming pond designs. Projects start from approximately EUR 35,000 and are delivered across Belgium, Netherlands, France, Luxembourg, and Romania by the company's own construction teams.

Product overview

Willy Naessens Swimming Pools operates as a single-brand, full-service swimming pool construction company founded in 1962. The core offering consists of custom-built architectural concrete swimming pools offered in two primary categories: Indoor Swimming Pools (requiring dehumidification systems) and Outdoor Swimming Pools. These are complemented by specialty products including Pool with Movable Floor (via Aqualift partnership), Underwater Window Pools, Swimming Channels (lap pools), Overflow/Infinity Pools, Swimming Ponds, and Wellness Pools. The company also serves the commercial segment with Public Swimming Pools. Supporting services include Pool Renovations, Pool Maintenance Services, and Sustainable Pool Solutions (solar panels, heat pumps, rainwater systems). All pools are 100% custom-designed, built exclusively from concrete, and feature options including tiled or liner interior finishes, adjustable depth, and various step configurations. The product portfolio spans from standard private pools to award-winning luxury designs, with international delivery to Netherlands, France, Luxembourg, and Romania.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Swimming Pools Custom-built architectural concrete swimming pools designed for installation within residential or commercial buildings, enabling year-round swimming regardless of weather conditions. Includes integrated dehumidification systems for climate control.
• Outdoor Swimming Pools Custom-designed concrete swimming pools for garden installation, offering seamless integration with outdoor living spaces through fully personalized customization to centimeter-accurate specifications.
• Pool with Movable Floor (Aqualift) Specialty pools featuring adjustable-depth flooring technology via the Aqualift system. Transforms pool into terrace, room, or variable-depth swimming area in minutes while providing 100% safe pool cover and depth customization for different users including children.
• Underwater Window Pool Luxury pools featuring one or more transparent panels integrated into pool walls, allowing swimmers to view surroundings while bathing, combining exclusive aesthetics with technical waterproofing.
• Swimming Channel (Lap Pool) Long, narrow pool designs optimized for swimming lengths and fitness, custom-built to centimeter precision with adjustable width options for multiple swimmers.
• Overflow Pool (Infinity Pool) Mirror swimming pools where water level aligns flush with coping stones, creating seamless visual transition between pool and surroundings, with hidden overflow gutter and buffer tank filtration system.
• Public Swimming Pools Commercial-grade swimming pool installations for hotels, campgrounds, and spas, built according to legal requirements with seamless stylistic integration into the establishment's design.
• Pool Renovations Complete renovation services from tile to ladder, including swimming pond conversions to regular pools, technical updates to filter and heating systems, and aesthetic facelifts.
• Swimming Pond Ecological natural swimming pools combining swimming area with regeneration zone for biological water purification via lava pebbles and plants, fully custom-made with endless variations.
• Wellness Pool Compact pools with built-in seating areas, hydrojets for relaxation, and color lighting for evening ambiance, available with mosaic tiles or liner options.

Quantifiable outcome

• Independent technical inspection guarantees quality at delivery
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Aqualift BeneluxcoreChannel Partner/ Reseller/ DistributorWilly Naessens Swimming Pools is an official distributor of Aqualift, the innovative pioneers of pools with movable floors. As official Aqualift distributor, the company guarantees customers the best result when building a pool with movable floor. The partnership enables Willy Naessens to offer Aqualift's patented movable floor technology while providing its own installation expertise, design, and after-sales service.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Cranpool: Belgian swimming pool builder specializing in custom concrete pools. Most direct domestic competitor to Willy Naessens in the Belgian market, targeting the same HNW residential and public pool segments.
• Desjoyaux Pools: Founded in France in 1966 and one of the largest in-ground pool builders in Europe with a global franchise network. Directly comparable to Willy Naessens as a long-established European custom pool builder with international presence; competes in the same HNW residential pool segment.
• Piscines Magiline: French custom pool manufacturer and installer with European dealer network. Competes directly with Willy Naessens in the premium concrete/custom pool segment across Benelux and France, with similar full-service project management model.
• Compass Pools: UK and Australia-based ceramic-core composite pool manufacturer with European dealer network. Comparable as a premium custom pool builder with proprietary construction technology, though using a different material approach than Willy Naessens' all-concrete method.
• RivieraPool: German manufacturer of prefabricated swimming pools and self-build pool kits. Competes in the broader European pool market with a different (prefab) model but overlapping customer base of HNW residential buyers.
• Piscines Waterair: French pool kit manufacturer offering self-build and assisted-build pools across Europe. Partially overlapping with Willy Naessens in the European premium pool segment, though typically positioned at a lower price point with prefabricated kits.
• Eckra Pools: German custom pool builder with focus on high-end residential and commercial pools featuring design and technology emphasis. Comparable to Willy Naessens in positioning, with similar premium concrete construction approach in the German-speaking market.

Others

• Aqualift: Belgian inventor and manufacturer of movable floor pool technology. While Willy Naessens is the official Aqualift distributor in Benelux, Aqualift itself directly sells its technology — making it both a partner and a partial competitive alternative in the movable floor niche.

Regional players

• Hydrotech Pool Systems: Dutch pool builder serving the Netherlands and Belgium. Comparable to Willy Naessens in custom pool construction, with similar focus on residential HNW buyers in the Benelux region.
• Pools by Ripley: UK-based luxury pool builder specializing in bespoke concrete and tiled pools. Comparable in product (custom concrete pools) and customer segment (HNW), though operating primarily in the British market rather than continental Europe.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/willy-naessens-swimming-pools

Compliance2 records

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 Willy Naessens Swimming Pools