Penguin Systems Unlimited, DBA Penguin Pools

What Penguin Systems Unlimited, DBA Penguin Pools does

Penguin Systems Unlimited, LLC, doing business as Penguin Pools, is a privately held, full-service inground swimming pool builder and service provider founded in 2002 and headquartered in New Berlin, Wisconsin, with a second office in Minneapolis, Minnesota. The company designs and installs custom inground pools using two core product lines — vinyl liner pools (priced $60,000-$80,000, available in 17+ shapes and built around Latham Pool's exclusive UltraSeam liner technology) and fiberglass pools (priced $65,000-$90,000, delivered as factory-manufactured shells) — and complements installation with a service portfolio spanning weekly cleaning and maintenance, seasonal openings and closings, vinyl liner replacement, and pool remodeling.

The business serves residential homeowners in more than 90 communities across Wisconsin and Minnesota, employing between 11 and 50 staff including owner Matt Rozeski, project manager Chris Winkleman, and on-site foreman Dave. Its go-to-market is direct-to-consumer field sales, with on-property no-pressure consultations led by the owner and supported by location-specific landing pages for local SEO across the two-state footprint. Revenue mechanics combine a one-time construction stream (base package plus upgrades such as auto covers, decking, fencing, heaters, LED lighting, tanning ledges, and spill-over spas) with a recurring maintenance and service stream, the latter recognized as a 2025 Pool & Spa News Top 50 Service Company alongside its Top 50 Pool Builder award.

Core operational partnerships are anchored with Latham Pool for shells, liners, and equipment, and the company pursues community engagement through programs such as Wounded Warrior Project and Step Into Swim. No institutional investors, parent company, M&A activity, or funding rounds are disclosed; ownership is described as decentralized with each location independently owned and operated under the Penguin Pools brand.

Name

Penguin Systems Unlimited, DBA Penguin Pools

Legal name

Penguin Systems Unlimited, LLC

Website

https://penguinpool.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Penguin Pools is a privately held, full-service inground swimming pool builder and service company serving residential homeowners across Wisconsin and Minnesota, designing and installing custom fiberglass and vinyl liner pools (with Latham's UltraSeam technology) and providing recurring maintenance, openings/closings, liner replacement, and remodeling.

Ownership category

akta.pro rank

Product category

Residential Swimming Pool Construction

akta.pro primary industry

Pool Decking & Surrounds (HSAPALAK)

Keywords

• Inground pool construction
• Vinyl liner pools
• Fiberglass pools
• Pool maintenance services
• Swimming pool remodeling

Headquarters

HQ city

Waukesha

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pool Construction: One-time construction revenue from custom inground swimming pools including fiberglass and vinyl liner options. Revenue derived from base package pricing plus optional upgrades and add-ons.
2. Pool Maintenance Services: Recurring revenue from ongoing pool maintenance including weekly cleaning, opening/closing services, and repairs. Recognized as 2025 PSN Top 50 Service Company.
3. Pool Accessories and Upgrades: Additional revenue from pool equipment, decking, fencing, heaters, auto covers, and other customization options

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Penguin Pools is a full-service inground swimming pool builder and designer that designs, builds, and services custom inground swimming pools for residential homeowners. The company offers two core product lines — vinyl liner pools (with Latham Pool's UltraSeam technology) and factory-manufactured fiberglass pools — complemented by pool construction, cleaning and maintenance, seasonal opening/closings, vinyl liner replacement, and pool remodeling services.

Product overview

Penguin Pools is a full-service inground swimming pool builder offering two core product lines: Vinyl Liner Inground Swimming Pools (featuring Latham Pool's UltraSeam technology, available in 17+ shapes from Rectangle to Lagoon, priced $60,000-$80,000) and Fiberglass Inground Swimming Pools (factory-manufactured shells priced $65,000-$90,000). These are complemented by a comprehensive service portfolio including pool construction, cleaning and maintenance (awarded 2025 PSN Top 50 Service Company), seasonal opening/closing services, vinyl liner replacement, and pool remodeling. Optional add-ons include auto covers, decking, fencing, heaters, LED lighting, water features, tanning ledges, and spill-over spas. The company operates two locations serving the greater Milwaukee and Minneapolis metro areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Vinyl Liner Inground Swimming Pools

Quantifiable outcome

• Awarded 2025 PSN Top 50 Pool Builder in the United States
• +1 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Latham PoolcoreTechnology or IntegrationPenguin Pools uses highest quality pool products manufactured by Latham Pool. Partnership includes fiberglass pool shells and vinyl liner pools with Latham's exclusive UltraSeam liner technology. Latham is a major pool product manufacturer providing pool shells, liners, and equipment.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Blue Haven Pools & Spas: Multi-region residential pool builder offering custom inground pools with a similar direct-sales consultative approach. Provides a comparable mix of construction, service, and remodeling revenue streams as Penguin Pools.
• River Pools and Spas: Virginia-based fiberglass pool manufacturer and installer with comparable direct-sales model and educational content strategy. Competes in the same residential inground fiberglass pool segment as Penguin Pools with overlapping product offering.
• Anthony & Sylvan Pools: Long-established inground pool builder with comparable product offering (vinyl liner and fiberglass) and direct sales-led go-to-market model. Operates in the Mid-Atlantic and Southeast but addresses the same homeowner customer profile as Penguin Pools.
• California Pools & Landscape: Regional residential pool builder combining pool construction with surrounding landscape work. Comparable in combining pool builds with adjacent outdoor living services such as decking and fencing.
• Cody Pools: Texas-headquartered residential pool builder with vinyl liner and fiberglass offerings and a full-service maintenance program. Closely comparable business model and ticket size to Penguin Pools.
• Premier Pools & Spas: Largest residential pool builder franchise network in the United States, operating across many states with similar vinyl liner and fiberglass offerings. Competes head-to-head with Penguin in the mid-market residential segment with comparable service portfolios.

Regional players

• Claffey Pools: Texas-based residential pool builder with a similar mix of custom pool design, construction, and service. Comparable size and business model but focused on a regional southern market.
• Lehmann Pools & Spas: Regional pool builder offering custom inground pools, service, and renovations. Operates a similar full-service model to Penguin Pools but in a different geographic market.
• Caribbean Pools: Regional Texas-based pool builder offering vinyl liner and fiberglass pools with installation and service. Similar product mix but operates in a warmer geography than Penguin Pools.

Others

• Latham Pool: Large pool product manufacturer that supplies Penguin Pools' fiberglass shells and the proprietary UltraSeam vinyl liner technology. Adjacent ecosystem participant rather than direct competitor; supplies products Penguin depends on.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/penguin-systems-unlimited-dba-penguin-pools

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Penguin Systems Unlimited, DBA Penguin Pools