The Pool Journals

What The Pool Journals does

The Pool Journals is a private media startup founded in 2023 and headquartered in Minneapolis, operating a content and digital marketing services hub focused on the U.S. pool and spa industry. The company publishes a broad library of editorial content spanning consumer-facing pool care (water chemistry, equipment, seasonal maintenance, covers and liners) and B2B marketing guidance (local SEO, paid media, PPC, website design) for pool builders, service providers, and homeowners. This content platform functions as the top-of-funnel asset that feeds its commercial offerings.

The commercial business centers on the Digital Studio, an a la carte portfolio of done-for-you digital marketing services — Website Design, Local SEO, Meta Ads, and Google Ads — sold primarily to luxury pool builders and pool service providers, with a 15% discount applied when clients commit to two or more services and multi-year contract cadence available. A second revenue line is taking shape through an influencer/UGC community that lets pool brands advertise to the platform's audience, and a planned subscription-based education product called The Academy is currently in a public waitlist phase ahead of launch.

The Pool Journals is structured as an LLC, operates with 1–10 employees, and shows no disclosed external funding, parent company, or acquisition history, suggesting a bootstrapped operating posture. The underlying technology is a content management and digital publishing platform rather than a SaaS product; no AI/ML capabilities, APIs, SDKs, or proprietary models are disclosed. Distribution is content-first via SEO and a weekly newsletter, with services sold direct to pool companies through a sales-led motion.

Name

The Pool Journals

Legal name

The Pool Journals, LLC

Website

https://thepooljournals.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

The Pool Journals is a Minneapolis-based media startup that publishes pool care and pool-industry marketing content and sells Digital Studio marketing services (SEO, paid ads, web design) to U.S. pool builders and service providers.

Ownership category

akta.pro rank

Product category

Pool Industry Digital Marketing Services

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Water Testing & Chemical Balancing (HSAIALAB)

akta.pro secondary industries

Routine Pool Cleaning (Skimming, Vacuuming, Brushing) (HSAIALAA), Pool Opening & Seasonal Startup (HSAIALAD), Pool Cleaning Robots (CRACARAC), Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL)

Keywords

• Pool marketing services
• Local SEO for pools
• Pool industry content
• Digital marketing agency
• Pool professional education

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Digital Marketing Services: Done-for-you marketing services including Website Design, Local SEO, Meta Ads, and Google Ads for pool companies. Services are offered as bundled packages with a 15% discount for bundling 2+ services.
2. Advertising Revenue: The platform allows pool brands to advertise and showcase products through the influencer community and platform content.
3. The Academy (Upcoming): Educational/training platform for pool professionals on marketing topics, currently in development with waitlist available

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Pool Journals operates a pool and spa marketing and content hub. Its Digital Studio sells done-for-you digital marketing services (Local SEO, Meta Ads, Google Ads, and Website Design) to pool builders and service providers, with a 15% bundle discount on two or more services. The Academy is an upcoming subscription-based education platform for pool professionals, currently available via waitlist. The site also publishes free pool care and pool marketing articles and a weekly newsletter.

Product overview

The Pool Journals is a content and marketing resource hub for the pool and spa industry, operating as a media platform rather than a traditional SaaS product. The core offerings include the Digital Studio (a la carte marketing services covering Local SEO, Meta Ads, Google Ads, and Website Design), The Academy (educational platform currently on waitlist), and a comprehensive blog providing both pool care guides and pool marketing resources. The platform serves three primary audiences: luxury pool builders, pool service providers, and home owners with pools. Additional features include a UGC media upload tool, a newsletter delivering weekly pool marketing tips, and various educational content about pool equipment, water chemistry, and treatment.

Differentiator

Problem solved

Functional benefit

Brands

• The Academy: An educational platform for pool marketing, currently in waitlist phase, offering courses and training for pool industry professionals
• Digital Studio

Products and services

• Digital Studio A suite of done-for-you digital marketing services for pool companies, including Local SEO, Meta Ads, Google Ads, and Website Design. Sold a la carte with a 15% discount when bundling two or more services, marketed to pool builders and service providers as CPO Certified Marketers.
• The Academy Subscription-based educational platform offering courses on pool marketing and business growth aimed at pool industry professionals. Currently available via waitlist signup ahead of general availability.

Segments3 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

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• ServiceTitan: Leading SaaS platform for home and trade service businesses that includes marketing features, marketplace listings, and integrated advertising tools for pool service operators. Adjacent incumbent influencing the same SMB marketing budgets.
• Scorpion: Large venture-backed digital marketing platform purpose-built for home and local service businesses including pool companies. A much larger incumbent competing for the same Digital Studio customer wallet.
• Angi: Major home-services marketplace and lead-generation platform that captures pool-service demand nationally. Competes for the same pool-owner lead flow that drives customer acquisition for pool service providers.
• Thryv: End-to-end SMB business management and marketing platform used by home-service companies for websites, SEO, listings, and advertising. Competes broadly for pool-company marketing and CRM software spend.
• ReachLocal: Established SMB-focused digital marketing agency offering websites, SEO, and paid media with vertical specializations. Generalist incumbent that pool companies may choose over a specialist like The Pool Journals.

Direct peers

• Splashed: Digital marketing agency specializing in pool and outdoor-living businesses, offering SEO, paid media, and website services. Closest direct competitor to The Pool Journals' Digital Studio offering.
• Pool Magazine: Independent trade publication covering the pool and spa industry with news, product coverage, and lifestyle content. Direct competitor for pool-industry reader attention and brand-advertising spend.
• Pool & Spa News: Long-running B2B publication serving pool and spa professionals with industry news and educational content. Competes directly for both pool-pro readership and pool-brand advertising budgets.

Emerging players

• Vendasta: White-label SaaS platform that powers SMB marketing services for agencies and resellers. Adjacent competitor for any agency-style pool-marketing service built on top of partner infrastructure.
• Pool Marketing Pros: Niche marketing agency focused specifically on pool builders and service companies, offering websites and lead generation. Direct emerging competitor to The Pool Journals' Digital Studio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-pool-journals

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Pool Journals