Waterlines, Inc.
Waterlines, Inc. is a professional manufacturers' representative agency, founded in 1985, representing pool, spa, irrigation, and outdoor living product manufacturers to distributors, contractors, retailers, and OEMs across the Eastern US and Puerto Rico through a commission-based field sales model.
- Company typePrivate
- Founded1985
- HeadquartersNorth Haven, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Waterlines, Inc. does
Waterlines, Inc. is a privately-held professional manufacturers' representative agency founded in 1985 and headquartered in North Haven, Connecticut. The firm represents manufacturers of pool, spa, irrigation, and outdoor living products, selling those products through distributors to contractors, retailers, and OEMs across the Eastern United States and Puerto Rico. The company operates with approximately six field sales representatives, each living in and covering a defined territory, plus inside sales and office support staff led by President Damon Bickell following founder Steve Swirsky's death in 2023.
The business model is a commission-based manufacturers' representative model (analogous to affiliate/referral revenue). Waterlines does not produce its own products or technology and earns revenue as a percentage of sales its manufacturer-principals generate through the channel partners (distributors) it develops and maintains. Its go-to-market is a deliberate 'Pull-Through' strategy that allocates roughly 90% of sales effort to selling through distributor customers (contractors and retailers), bringing volume back through distribution. Supporting motions include attendance at nearly every regional trade show and table-top event plus national industry shows, product demonstrations, and bilingual Spanish/English training sessions.
Waterlines represents approximately 25 manufacturers across three product categories: Pool & Spa (King Technology, Dura Plastics, Poolmaster, Water Tech Corp, Filbur, Saftron, Tigre, Medallion Pools, Aiper, and others), Irrigation (Orbit Irrigation Products, Hydro-Rain, Sollos, Weld-On, Christy's, Tigre, MiFab, Beeco, American Vinyl Company), and Outdoor Living (Homecrest Outdoor Living, Summerset Casual, Open Air Outdoor Cabinetry, Ebel, Shield Outdoor Covers, BradAll). Several manufacturer relationships are long-tenured—King Technology 25+ years, Dura Plastics 20 years, Orbit/Hydro-Rain 15 years—indicating high retention within its represented portfolio.
Waterlines, Inc. firmographics
Firmographics- Name
- Waterlines, Inc.
- Legal name
- Waterlines, Inc.
- Website
- https://waterlinesinc.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Waterlines, Inc. is a professional manufacturers' representative agency, founded in 1985, representing pool, spa, irrigation, and outdoor living product manufacturers to distributors, contractors, retailers, and OEMs across the Eastern US and Puerto Rico through a commission-based field sales model.
- Ownership category
- akta.pro rank
Where Waterlines, Inc. is headquartered
LocationHeadquarters
- HQ city
- North Haven
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Waterlines, Inc. business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations
Revenue model
- Manufacturer's Representative Commission: Waterlines generates revenue as a professional manufacturer's representative agency, earning commissions from manufacturers for sales coverage and performance in their territory. They represent manufacturers in the pool, spa, irrigation, and outdoor living industries, selling through distributors to contractors, retailers, and OEMs.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Waterlines, Inc. product offering
Product offeringCore offering
Waterlines, Inc. is a professional manufacturers' representative agency that sells pool, spa, irrigation, and outdoor living products on behalf of multiple manufacturers to distributors, contractors, retailers, and OEMs throughout the Eastern United States. The company employs a "Pull-Through" marketing strategy, spending 90% of their time selling to distributor customers (contractors and retailers) to drive business back through distribution channels. They earn commissions from manufacturers for providing territory sales coverage, product training, and bilingual (Spanish/English) demonstrations.
Product overview
Waterlines, Inc. is a professional manufacturers' representative agency, not a product company with its own product/platform. The company provides sales representation services for multiple third-party manufacturers across three product categories: Pool & Spa (King Technology, Dura Plastics, Poolmaster, Water Tech Corp, Filbur Mfg, Saftron, Tigre, Medallion Pools, Aiper, and others), Irrigation (Dura Plastics, American Vinyl Company, Sollos, Orbit Irrigation Products, Hydro-Rain, Weld-On, Christy's, Tigre, MiFab, Beeco), and Outdoor Living (Ebel Inc., Homecrest Outdoor Living, Shield Outdoor Covers, Summerset Casual, Open Air Outdoor Cabinetry, BradAll). The company employs a "Pull-Through" marketing strategy, focusing 90% of efforts on selling to distributor customers (contractors and retailers) to drive business through distribution channels. Services include dynamic sales presentations, bilingual training (Spanish & English), marketing support, and product demonstrations.
Differentiator
Problem solved
Functional benefit
Products and services
- Pool & Spa Manufacturers' Representation
- Irrigation Manufacturers' Representation
- Outdoor Living Manufacturers' Representation
Companies that use Waterlines, Inc.
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Waterlines, Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Waterlines, Inc. partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered core and supporting.
- Water Tech CorpcoreWater Tech Corp has been represented by Waterlines for over 20 years. Waterlines previously represented the company Guy Erlich worked for before founding Water Tech, and upon founding his own company, continued the relationship with Waterlines.
- King TechnologycoreKing Technology has been affiliated with Waterlines for over 25 years in a sustained period of mutual respect and wonderful productivity. King Technology is a pool and spa equipment manufacturer.
- Dura Plastic FittingscoreWaterlines has been representing Dura Plastics for 20 years, described as 'some kind of record'. Dura Plastics is a manufacturer of plastic fittings for pool, spa, and irrigation applications.
- Poolmaster Inc.coreWaterlines has been among Poolmaster's shining stars, representing their products and earning a dominant position in one of the toughest territories in the country.
- Orbit Irrigation ProductscoreOrbit-HydroRain has received 15 years of representation from Waterlines. No manufacturer could ask for better representation, as Waterlines knows their territory and customers—and competition—better than anyone.
- T. Christy EnterprisescoreT. Christy Enterprises (Christy's) partners with Waterlines for irrigation products representation, valuing their market connections, years in the industry, and solid record of productivity.
- AVC Plastics (American Vinyl Company)supportingAmerican Vinyl Company (AVC Plastics) manufactures vinyl products for pool and irrigation applications, represented by Waterlines in their territory.
- SollossupportingSollos lighting products are represented by Waterlines for landscape lighting applications in the irrigation/outdoor living territory.
- Hydro-RainsupportingHydro-Rain irrigation products are represented alongside Orbit Irrigation Products under the same manufacturer representation relationship spanning 15 years.
- Weld-OnsupportingWeld-On adhesive products for PVC and irrigation applications are represented by Waterlines in their territory.
- Tigre USAsupportingTigre manufactures plumbing and irrigation products, represented by Waterlines in both the pool/spa and irrigation product categories.
- MiFabsupportingMiFab (Michigan Fabricators) products are represented by Waterlines for irrigation applications.
- BeecosupportingBeeco products are represented by Waterlines in the irrigation product category.
- Filbur ManufacturingsupportingFilbur Manufacturing pool and spa filters and products are represented by Waterlines in the pool and spa category.
- SaftronsupportingSaftron pool products are represented by Waterlines in the pool and spa category.
- Jack's MagicsupportingJack's Magic pool and spa products are represented by Waterlines in their territory.
- Medallion PoolssupportingMedallion Pools products are represented by Waterlines in the pool and spa category.
- AipersupportingAiper pool cleaning robots and products are represented by Waterlines in the pool and spa category.
- Nirvana HPsupportingNirvana HP pool and spa products are represented by Waterlines in the USA territory.
- Concrete Countertop SolutionssupportingConcrete Countertop Solutions pool form products are represented by Waterlines in the pool category.
- Ebel Inc.supportingEbel Inc. outdoor living products are represented by Waterlines in the outdoor living category.
- Homecrest Outdoor LivingsupportingHomecrest Outdoor Living patio furniture and products are represented by Waterlines in the outdoor living category.
- Shield Outdoor CoverssupportingShield Outdoor Covers pool and outdoor covers are represented by Waterlines in the outdoor living category.
- Summerset CasualsupportingSummerset Casual outdoor furniture and casual products are represented by Waterlines in the outdoor living category.
- Open Air Outdoor CabinetrysupportingOpen Air Outdoor Cabinetry products are represented by Waterlines in the outdoor living category.
- BradAllsupportingBradAll outdoor living products are represented by Waterlines in the outdoor living category.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Waterlines, Inc. competitors and assessment
Company assessmentBroad incumbents
- Leslie's: Largest US specialty retailer of pool and spa supplies, serving a contractor and end-consumer base that overlaps with the channel Waterlines' principals sell into. Comparable as a downstream channel participant in the same pool aftermarket Waterlines represents.
- Pool Corporation: Largest wholesale distributor of pool and related backyard products in North America. Comparable as the dominant channel intermediary serving the same contractors, retailers, and OEMs that Waterlines' principals sell through, though operating a distributor rather than rep model.
- King Technology: Pool and spa water treatment manufacturer represented by Waterlines for 25+ years. Comparable as a core principal in Waterlines' book and a direct illustration of the long-tenured manufacturer relationship that anchors the agency.
- Pentair: Global water solutions manufacturer with significant pool, spa, and irrigation exposure. Comparable as a manufacturer principal in the same categories Waterlines represents, with overlapping contractor and distributor relationships.
- Fluidra (Zodiac Pool Systems): Global pool and wellness equipment manufacturer whose Zodiac Pool Systems brand employs the same type of rep-agency channel Waterlines operates in. Waterlines team member John Quick was formerly Zodiac's NE Sales Manager, illustrating direct talent and relationship overlap.
- Hayward Holdings: Large manufacturer of pool equipment and connected water solutions that relies on independent rep agencies like Waterlines to drive sales through distribution. Comparable as a principal that uses the same rep-agency channel Waterlines operates in.
- SCP Distributors: Major wholesale pool products distributor (Pool Corp subsidiary) covering the same pool/spa contractor and retailer customer base that Waterlines sells into. Comparable as a leading channel participant in the same end markets, though via distribution rather than rep representation.
- Orbit Irrigation Products: Irrigation products manufacturer represented by Waterlines for 15+ years. Comparable as a principal manufacturer in the irrigation category and existing Waterlines partner, representing the type of manufacturer-rep relationship at the core of the agency's book.
Others
- Pool & Hot Tub Alliance: Trade association serving the pool, spa, and hot tub industry whose shows and events Waterlines regularly attends. Comparable as the dominant industry association and event organizer in the same pool/spa vertical Waterlines operates in.
- Manufacturers' Agents National Association (MANA): Industry trade association for the manufacturers' representative industry of which Steve Swirsky was a 20-year member. Comparable as the central industry body governing the rep-agency business model Waterlines operates within, and a relevant ecosystem participant.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Waterlines, Inc. social profiles
Digital presenceWaterlines, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waterlines, Inc. leadership team
Management profileNumber of profiles
Profiles9 records
Waterlines, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waterlines, Inc. 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 Waterlines, Inc.
What does Waterlines, Inc. do?
Waterlines, Inc. is a professional manufacturers' representative agency that sells pool, spa, irrigation, and outdoor living products on behalf of multiple manufacturers to distributors, contractors, retailers, and OEMs throughout the Eastern United States. The company employs a "Pull-Through" marketing strategy, spending 90% of their time selling to distributor customers (contractors and retailers) to drive business back through distribution channels. They earn commissions from manufacturers for providing territory sales coverage, product training, and bilingual (Spanish/English) demonstrations.
Is Waterlines, Inc. a public or private company?
Waterlines, Inc. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Waterlines, Inc. founded?
Waterlines, Inc. was founded in 1985. It employs 1 to 10 people.
Where is Waterlines, Inc. based?
Waterlines, Inc. is headquartered in North Haven, United States, in the North America region.
How does Waterlines, Inc. make money?
One revenue line is on record: manufacturer's Representative Commission.
Who are Waterlines, Inc.'s main competitors?
Broad incumbents on record are Leslie's, Pool Corporation, King Technology, Pentair, Fluidra (Zodiac Pool Systems), Hayward Holdings, SCP Distributors and Orbit Irrigation Products. Others are Pool & Hot Tub Alliance and Manufacturers' Agents National Association (MANA).
Does Waterlines, Inc. have an API?
No public API is recorded for Waterlines, Inc..