ASP- AMERICA'S SWIMMING POOL COMPANY

What ASP- AMERICA'S SWIMMING POOL COMPANY does

ASP - America's Swimming Pool Company is a U.S. franchisor of residential and commercial pool service businesses, founded in 2002 by Stewart C. Vernon in Macon, Georgia. The company sells franchise rights to entrepreneurs who deliver pool cleaning, maintenance, equipment repair, renovation, and new construction services through ASP-branded territories, supported by the proprietary PoolOps software platform (scheduling, customer management, billing, chemical-readings tracking) and a 20,000-square-foot training campus. ASP operates over 390 service territories across more than 20 states under a network of 100+ independently-owned franchisees, and has been recognized on Entrepreneur's Franchise 500 list since 2011, including the #1 pool maintenance franchise ranking in 2021 and 2023.

ASP generates franchisor revenue through a mix of one-time initial franchise fees ($40,000-$90,000, with 30% veterans and $5,000 diversity discounts), recurring royalties of 5-7% of franchisee gross revenue (decreasing as franchisee revenue grows), a 1% brand fund contribution, and combined technology/website fees of $600 per month per operator. ASP Franchising SPE LLC, the operating entity, is a privately-held Georgia LLC owned by Authority Brands, Inc., a multi-brand home services franchise portfolio that also owns Mosquito Squad, Benjamin Franklin Plumbing, The Cleaning Authority, Mister Sparky, and One Hour Heating & Air, among others; this relationship gives ASP franchisees group purchasing leverage through BuyMax and preferred-vendor access to PoolCorp, Pentair, Zodiac, and Hayward.

End-customer demand for franchisees is split between residential pool owners (the primary segment, with over 10 million U.S. residential pools and only ~50% currently using professional cleaning services) and a diversified commercial book covering hotels, apartment complexes and HOAs, fitness centers, schools and universities, municipalities, country clubs, and event venues. The go-to-market is franchise-led and sales-led, combining outbound franchise development outreach, website lead capture, validation calls with existing franchisees, and a structured 5-step onboarding process culminating in the Pool School training program and CPO certification via the National Swimming Pool Foundation.

Name

ASP- AMERICA'S SWIMMING POOL COMPANY

Legal name

ASP Franchising SPE LLC

Website

https://aspfranchising.com

Company type

Private

Founded year

2002

Operating status

Operating

Short description

ASP - America's Swimming Pool Company is a U.S. franchisor selling rights for residential and commercial pool cleaning, maintenance, repair, renovation, and construction services, operating 390+ territories across 20+ states under 100+ franchise owners.

Ownership category

akta.pro rank

Headquarters

HQ city

Macon

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Franchise Fees: One-time initial franchise fee ranging from $40,000 to $90,000, determined by territory size and pool count in the territory. This is a upfront revenue stream from new franchise owners.
2. Royalty Fees: Ongoing royalty fees ranging from 5% to 7% of gross revenue, with lower rates as revenue increases, incentivizing high-performing franchise owners. This is a recurring revenue stream.
3. Pool Service Revenue (Franchisee): Franchise owners generate recurring revenue from residential and commercial pool cleaning, maintenance, equipment repair, and renovation services. The pool service industry is a $15 billion industry with over 50% of pool owners hiring cleaning services.
4. Marketing Fund: 1% of gross revenue from franchise owners contributed to the Brand Fund for national marketing efforts.
5. Technology and Website Fees: Monthly technology fee of $250 and monthly website fee of $350 charged to franchise owners for platform access.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels12 records

Core offering

ASP sells and licenses a swimming pool service franchise system to independent franchise owners who then deliver recurring pool cleaning, maintenance, repair, renovation, and construction services to residential and commercial customers across the United States. The franchise offering includes the ASP brand, the proprietary PoolOps software platform, the 11-day Pool School training program, marketing systems, and group purchasing power through BuyMax. Franchisees pay an initial franchise fee of $40,000 to $90,000, ongoing royalties of 5% to 7% of gross revenue, a 1% Brand Fund contribution, and a $600/month technology and website fee.

Product overview

ASP - America's Swimming Pool Company operates as a franchise-based pool service business offering a comprehensive suite of services centered on pool cleaning, maintenance, repair, renovation, and construction. The core offering consists of recurring cleaning and maintenance services supported by the proprietary PoolOps software platform for scheduling, customer management, and billing. Franchise owners can expand into higher-ticket services including equipment repair, pool renovations, and new pool construction. Commercial pool services for hotels, apartments, fitness centers, schools, and municipalities represent an additional revenue stream. The company provides training through its Pool School program at a dedicated training campus. The business model emphasizes recurring revenue through residential and commercial service contracts, with multiple revenue streams enabling year-round income opportunities.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 10 million swimming pools in the US with only 50% currently using professional pool cleaning services
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• PoolCorp (SCP Distributors)coreTechnology or IntegrationPoolCorp, the world's largest wholesale distributor of swimming pool supplies, equipment, and related leisure products, is a key vendor partner. ASP franchise owners benefit from purchasing arrangements through this partnership, with the franchisor facilitating relationships for supply procurement.
• BuyMaxcoreChannel Partner/ Reseller/ DistributorBuyMax, operating under the Authority Brands umbrella, provides group purchasing power for ASP franchise owners, bringing discounts and resources on pool supplies and enabling preferred pricing with many vendors. This partnership enables franchise owners to access supplies, equipment, and materials at lower costs than independent businesses.
• National Swimming Pool Foundation (NSPF)minorOthersASP's training program includes preparation for the Certified Pool Operator (CPO) certification through the National Swimming Pool Foundation's CPO exam. Franchise owners and employees receive CPO certification as part of their training.
• VetFran (International Franchise Association)minorGTM or Marketing PartnerASP is a proud member of the International Franchise Association's VetFran Program, which assists veterans and their spouses in finding employment within the franchise industry. ASP offers a 30% reduction in the initial franchise fee for qualified veterans.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Premier Pools & Spas: Premier Pools & Spas is one of the largest US pool builders and service companies with a network of regional locations. It overlaps directly with ASP in residential pool service, repair, and renovation offerings.
• Poolwerx: Poolwerx is the largest pool service franchise globally with operations across the US, Australia, and New Zealand. It directly competes with ASP in residential and commercial pool cleaning, maintenance, and repair franchising.

Broad incumbents

• Leslie's: Leslie's is the largest direct-to-consumer pool supply retailer in the US serving the same residential pool owner customer base as ASP. It represents both an adjacent competitor and a channel partner/supplier relationship.
• Mister Sparky: Mister Sparky is an Authority Brands sister franchise providing residential electrical services. It is comparable to ASP as a franchise concept under the same parent, sharing training infrastructure, franchise development, and the BuyMax purchasing program.
• Benjamin Franklin Plumbing: Benjamin Franklin Plumbing is a sister Authority Brands franchise serving residential plumbing customers. It shares the same franchise system mechanics, corporate support, and home-services customer base as ASP.
• One Hour Heating & Air: One Hour Heating & Air is another Authority Brands sister franchise providing HVAC services. It operates under the same franchise model and benefits from shared BuyMax purchasing power as ASP.

Others

• PoolCorp: PoolCorp is the world's largest wholesale distributor of pool supplies and equipment and an existing ASP vendor partner. It is an ecosystem participant whose pricing and supply dynamics directly shape ASP franchisee unit economics.

Regional players

• Pinellas Pools: Pinellas Pools is a regional pool service and construction company serving the Tampa Bay, Florida area. It offers comparable cleaning, repair, and renovation services to ASP but is geographically concentrated.
• America's Swimming Pool Products: America's Swimming Pool Products (asppoolco.com) is the consumer-facing service brand linked to ASP's franchise network, used by customers to book service. It represents the demand-side counterpart to the franchising operation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/authority-brands

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 ASP- AMERICA'S SWIMMING POOL COMPANY