What Royal Swimming Pools does

Royal Swimming Pools is a privately held e-commerce retailer headquartered in Memphis, Tennessee, that has been operating continuously since 1987. The company sells do-it-yourself inground, semi-inground, and above-ground swimming pool kits along with a broad range of supporting pool equipment, accessories, and adjacent outdoor-living products. Its core product portfolio spans three kit categories — vinyl liner inground kits (available in eleven shapes including rectangle, L-shape, lagoon, kidney, and lap pool), above-ground kits (carrying branded lines such as Pretium, Embassy Coastline, Legacy Outback, Royal Retreat, Matrix, Whispering Wind II, Saltwater Ultimate, and Verona), and semi-inground kits for sloped terrain — plus pumps, filters, heaters, salt systems, liners, covers, chemicals, ladders, slides, lights, water features, hot tubs, saunas, and patio products. The catalog exceeds 12,000 SKUs across 45+ brands, and the company also operates a private-label line, Royal's Choice.

The underlying technology is a direct-to-consumer e-commerce platform with product catalog, shopping cart, customer accounts, order management, and a quote request system, augmented by a Pool Kit Configurator that lets buyers customize kits by shape, size, and equipment specifications. A separate Learning Hub and knowledge base provide installation guides, budgeting content, and maintenance advice, and the company maintains a dedicated Pool Builder Program for professional installers. The platform supports BBB-accredited operations and integrates with major OEM partners including Hayward, Pentair, Jandy, Rheem, S.R. Smith, Doughboy, Latham, GLI, Loop-LOC, and Pool FROG.

The business model is predominantly transactional one-time purchase revenue from kit sales and accessories, with pricing set per unit and custom inground kits handled via a quote request system that allows buyers to select a preferred sales consultant. The Royal's Rewards loyalty program adds an optional retention layer with 1 point earned per dollar spent, redeemable for future-purchase discounts. Distribution is exclusively online through the company website with nationwide U.S. shipping, supplemented by phone-based sales support. The customer base comprises individual DIY homeowners seeking cost savings versus professional installation (testimonials cite savings of approximately 50% or $20,000) and professional pool builders purchasing kits for client projects.

Name

Royal Swimming Pools

Legal name

Royal Swimming Pools Inc

Website

https://royalswimmingpools.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Royal Swimming Pools is a privately held, Memphis, Tennessee-based e-commerce retailer selling DIY inground, semi-inground, and above-ground pool kits and accessories directly to US homeowners and professional pool builders. Founded in 1987, the company offers 12,000+ products across 45+ brands plus its own Royal's Choice line.

Ownership category

akta.pro rank

Product category

Swimming Pool Kits and Equipment Retail

akta.pro primary industry

Pool Draining, Refill & Water Exchange Services (HSAIALAK)

Keywords

• DIY pool kits
• Inground pool kits
• Above ground pools
• Pool equipment supplies
• Swimming pool accessories

Headquarters

HQ city

New Memphis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Pool Kit Sales: Revenue generated from selling inground, semi-inground, and above-ground pool kits directly to consumers and builders. Products include complete kits with walls, liners, equipment, and accessories.
2. Pool Accessories and Equipment: Sales of supporting products including pumps, filters, heaters, cleaners, chemicals, covers, ladders, lighting, and water features. Also includes hot tubs, saunas, and patio/leisure products.
3. Royal's Rewards Program: Loyalty program where customers earn points on purchases (1 point per dollar spent) that can be redeemed for discounts on future purchases. Points expire after 365 days of inactivity.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Royal Swimming Pools is a direct-to-consumer e-commerce retailer that sells do-it-yourself inground, semi-inground, and above-ground swimming pool kits along with related pool equipment, liners, covers, chemicals, accessories, hot tubs, saunas, and outdoor living products. The company supports DIY homeowners with free technical support, an online pool kit configurator, and a learning hub of educational content, while also serving professional pool builders through a dedicated builder program.

Product overview

Royal Swimming Pools is a direct-to-consumer e-commerce retailer specializing in DIY swimming pool kits and related outdoor living products. The core product portfolio consists of three main pool kit categories: DIY Inground Pool Kits (vinyl liner pools in rectangle, L-shape, lagoon, kidney, double Roman, oval, round, lap, deer creek, contemporary L-shape, T-shape, and other shapes), Above Ground Pool Kits (round and oval models from brands including Pretium, Embassy, Legacy Outback, Matrix, Whispering Wind, Saltwater Ultimate, and Verona), and Semi-Inground Pool Kits (rectangle, oval, freeform, and Grecian shapes). The company also offers a comprehensive range of supporting products including pool equipment (pumps, filters, heaters, salt systems), pool liners, pool covers (safety, solar, winter), pool chemicals, pool accessories (ladders, slides, lights, water features), hot tubs, saunas, patio/deck products, and indoor game tables. Additional services include a loyalty program (Royal's Rewards), online pool configurator tool, learning hub with educational resources, and a professional pool builder program. The company serves both DIY homeowners and professional pool builders across the United States.

Differentiator

Problem solved

Functional benefit

Brands

• Royal's Choice: Private label brand offering pool equipment, panels, pumps, filters, sand filters, handrails, and pool accessories.
• Royal's Rewards

Products and services

• DIY Inground Pool Kits Do-it-yourself vinyl liner inground swimming pool kits designed for homeowner installation, including structural walls, liners, and hardware in multiple shapes and sizes.
• Above Ground Pool Kits Prefabricated above-ground swimming pool kits in round and oval models with steel, resin, and hybrid frames, including saltwater-compatible options.
• Semi-Inground Pool Kits Hybrid pool kits for partial below-grade installation, suitable for sloped or uneven yards where traditional inground installation is impractical.
• Pool Equipment Pool operation equipment including pumps, filters, heaters, automatic cleaners, chemical feeders, and salt systems for residential pools.
• Pool Liners Vinyl pool liners in various patterns and styles for inground and above-ground pools, including custom measuring and ordering services.
• Pool Covers Seasonal pool protection including automatic, safety, solar, winter, and leaf net covers for inground and above-ground pools.
• Pool Chemicals Pool water treatment chemicals including sanitizers, balancers, and specialty chemicals for residential pools.
• Pool Accessories Pool enhancement accessories including ladders, steps, diving boards, slides, lights, water features, spillover spas, and swimout benches.
• Hot Tubs Hot tub and spa products including Royal Series hot tubs, portable inflatable hot tubs, and poolside spillover spas.
• Saunas Home saunas including portable units and Heatwave infrared saunas with ceramic and carbon heater options.
• Patio and Deck Products Outdoor living products including grills, patio umbrellas, pergola kits, fire bowls, sun shades, and water features.
• Pool Floats and Games Pool recreation items including floats, pool sports equipment, and pool toys for residential recreational swimming.

Quantifiable outcome

• Customers report saving up to $20,000 or approximately 50% compared to professional pool company installations

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• GLIcoreChannel Partner/ Reseller/ DistributorGLI (George L. Interiors) is a manufacturer of pool safety covers and mesh safety covers. Royal Swimming Pools resells GLI products including solid safety covers, ProMesh covers, and Secur-A-Pool mesh covers in various sizes.
• HaywardcoreChannel Partner/ Reseller/ DistributorHayward is a major manufacturer of pool equipment including pumps, filters, heaters, and automatic cleaners. Royal Swimming Pools carries Hayward products and is an authorized dealer.
• PentaircoreChannel Partner/ Reseller/ DistributorPentair is a manufacturer of pool and water treatment equipment. Royal Swimming Pools resells Pentair pool products.
• JandycoreChannel Partner/ Reseller/ DistributorJandy manufactures pool equipment including pumps, filters, heaters, and automation systems. Royal Swimming Pools carries Jandy products.
• RheemcoreChannel Partner/ Reseller/ DistributorRheem is a manufacturer of residential and commercial heating and cooling equipment, including pool heaters. Royal Swimming Pools resells Rheem pool heaters.
• S.R. SmithcoreChannel Partner/ Reseller/ DistributorS.R. Smith manufactures pool accessories including diving boards, pool slides, and pool ladders. Royal Swimming Pools carries S.R. Smith products such as the TurboTwister pool slide.
• Doughboy PoolscoreChannel Partner/ Reseller/ DistributorDoughboy is a manufacturer of above-ground and semi-inground pools. Royal Swimming Pools is an authorized dealer for Doughboy products.
• LathamcoreChannel Partner/ Reseller/ DistributorLatham is a manufacturer of pool and spa products including poolside spas. Royal Swimming Pools carries Latham products such as the 92' Scalloped Pool Side Spa.
• Loop-LOCminorChannel Partner/ Reseller/ DistributorLoop-LOC manufactures safety pool covers. Royal Swimming Pools resells Loop-LOC pool safety covers.
• Pool FROGminorChannel Partner/ Reseller/ DistributorPool FROG manufactures pool chemical systems and sanitizers. Royal Swimming Pools carries Pool FROG products including the 6100 Series kits and Bac Pac chemical packs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• InTheSwim: InTheSwim is an online direct-to-consumer pool supplies and equipment retailer serving DIY pool owners. Closely comparable to Royal Swimming Pools in DTC e-commerce model, DIY homeowner focus, and broad pool-chemicals-and-accessories catalog, though Royal differentiates on full kit sales.
• Doheny's Pool Supplies: Doheny's is a long-established pool and spa supplies retailer with strong online presence, serving both DIY homeowners and professionals. Directly comparable to Royal Swimming Pools in channel (DTC + B2B), category breadth (equipment, chemicals, accessories), and customer segments.

Broad incumbents

• Pentair: Pentair (NYSE: PNR) is a global water treatment and pool equipment manufacturer with significant DTC and dealer-distribution presence. Comparable as a major OEM that Royal resells, and a potential long-term channel conflict if Pentair expands direct-to-consumer.
• Home Depot: Home Depot (NYSE: HD) carries above-ground pools, pool equipment, chemicals, and accessories in-store and online at massive scale. Adjacent competitor for above-ground pool buyers and accessory shoppers, but does not specialize in full inground DIY kits or technical support.
• Leslie's Pool Supplies: Leslie's (NASDAQ: LESL) is the largest specialty pool and spa care retailer in the US, with hundreds of physical stores plus e-commerce. Comparable as a pool supplies retailer serving homeowners with chemicals, equipment, and accessories, but operates at much larger scale, has its own proprietary brands, and does not focus on full DIY inground kit sales.
• Hayward Pool Products: Hayward is one of the largest pool equipment manufacturers (pumps, filters, heaters, cleaners, automation) and operates its own dealer/DTC channels. Royal is an authorized Hayward dealer; Hayward represents both a key supplier and a structural disintermediation risk.

Others

• Pool Corporation: Pool Corporation (NASDAQ: POOL) is the largest wholesale distributor of swimming pool supplies, equipment, and related products in North America, serving primarily B2B pool builders and service companies. Comparable ecosystem participant but operates upstream in the wholesale distribution tier rather than competing for DIY consumers.
• Latham Pool Products: Latham is a manufacturer of vinyl liner pool kits, poolside spas, covers, and related products, and is also a Royal Swimming Pools strategic partner. Comparable as an upstream supplier/pool kit manufacturer and adjacent ecosystem participant rather than a direct retail competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xinfo.royalswimmingpools.com/sales
• Instagraminfo.royalswimmingpools.com/sales
• LinkedInlinkedin.com/company/royal-swimming-pools

Compliance1 record

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 Royal Swimming Pools