CUSTOM POOLS AND LANDSCAPES OF RICHMOND

What CUSTOM POOLS AND LANDSCAPES OF RICHMOND does

Custom Pools and Landscapes of Richmond is a privately held, family-owned design-build contractor founded in 1989 and headquartered in Richmond, Virginia. The company serves residential homeowners across the Greater Richmond metropolitan area — including Henrico, Chesterfield, Hanover, and Goochland counties and surrounding towns — offering a single point of contact from initial consultation through ongoing maintenance. Its service portfolio covers fiberglass and custom concrete pool installation, pool renovation and equipment repair, seasonal opening and closing, hardscaping (stone patios, retaining walls, fire features, outdoor kitchens, pool decks), and landscape design and installation.

Its core technology is largely embodied in its authorized-dealer relationships with three fiberglass pool manufacturers — Latham (NASDAQ: SWIM), Okeanos, and Glimmerglass — which provide differentiated product lines (e.g., Latham's Advanced Composite Technology with Crystite Gel Coat, Okeanos's no-concrete-collar design, Glimmerglass's vinyl ester resin construction) along with manufacturer-backed warranties. Installation execution relies on GPS-enabled excavation for precision grading and placement. Project timelines vary materially by pool type: fiberglass installs in 3-5 days versus 3-6 months for custom concrete.

The business model combines one-time project revenue (pool installations priced at $50,000-$120,000+, hardscaping, landscape installations, equipment repair) with a smaller recurring maintenance subscription book (Basic $120/month, Complete Care $180/month, Premium Plus $250/month) and seasonal service fees. Go-to-market is sales-led and direct-to-consumer: homeowners reach the company through a website contact form, the phone number (804) 502-1733, Google reviews, or on-site consultations, with no intermediary sales channel. Customer financing is facilitated through a referral partnership with Lyon Financial. The firm reports 1-10 employees and has remained independently owned by the Farinholt family since founding, with no disclosed funding rounds, acquisitions, or institutional investors.

Name

CUSTOM POOLS AND LANDSCAPES OF RICHMOND

Legal name

Custom Pools & Landscapes of Richmond

Website

https://customlandscapesofrichmond.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Custom Pools and Landscapes of Richmond is a family-owned design-build contractor founded in 1989 that designs, installs, and services residential pools, hardscapes, and landscapes for homeowners across the Greater Richmond, Virginia metropolitan area.

Ownership category

akta.pro rank

Product category

Residential Pool Construction & Outdoor Living Services

NAICS

Landscape Architectural Services (541320)

akta.pro primary industry

Outdoor Kitchens & Living Space Build-Out (Softscape Integration) (HSAIABAH)

akta.pro secondary industries

Pool Decking & Surrounds (HSAPALAK), Outdoor Kitchens & Built-In BBQ Islands (HSAIACAF), Water Features Design & Installation (Ponds, Fountains, Waterfalls) (HSAIABAE)

Keywords

• Residential pool installation
• Custom pool construction
• Landscape design services
• Hardscaping services
• Pool maintenance services

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Pool Installation: One-time installation revenue from fiberglass and custom concrete pools. Fiberglass pools typically range $50,000-$80,000 installed; custom concrete pools range $60,000-$120,000+. Revenue recognized upon project completion.
2. Pool Maintenance Services: Recurring maintenance service plans including Basic Weekly ($120/month), Complete Care ($180/month), and Premium Plus ($250/month). Also includes seasonal opening ($295+) and closing ($395+) services.
3. Pool Equipment Repair: One-time repair and replacement services for pumps, filters, heaters, salt systems, automation, and lighting. Equipment upgrades and modernization services.
4. Landscape Design Services: Design consultation, installation, and rejuvenation services for landscapes including plantings, irrigation, and lighting. One-time project-based revenue.
5. Hardscaping Services: Installation of stone patios, retaining walls, fire pits, outdoor kitchens, walkways, and pool decks. One-time project-based revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Custom Pools and Landscapes of Richmond is a turnkey design-build firm that designs, builds, renovates, and services residential pools and outdoor living spaces in the Greater Richmond, Virginia metropolitan area. The company installs fiberglass pools from three authorized manufacturers (Latham, Okeanos, Glimmerglass) and custom concrete pools, and provides complementary landscape design, hardscaping, pool renovation, equipment repair, and weekly/seasonal pool maintenance services.

Product overview

Custom Pools and Landscapes of Richmond operates as a turnkey design-build firm offering integrated pool and landscape services. The company specializes in fiberglass pool installation through authorized dealer partnerships with Latham, Okeanos, and Glimmerglass brands, alongside custom concrete pool construction for fully custom designs. The service portfolio encompasses pool maintenance (three tier levels from Basic at $120/month to Premium Plus at $250/month), pool renovation and equipment services, hardscaping (stone patios, retaining walls, fire features, outdoor kitchens, pool decks), and landscape design and installation. All services are unified under a single point of contact from consultation through final installation and ongoing maintenance.

Differentiator

Problem solved

Functional benefit

Products and services

• Fiberglass Pool Installation Professional installation of fiberglass pools from three authorized manufacturer brands (Latham, Okeanos, and Glimmerglass) for residential homeowners, with typical 3-5 day installation timeframes and low maintenance requirements due to the non-porous gel coat surface.
• Custom Concrete Pool Installation Fully custom concrete pool construction offering unlimited shapes and features for residential homeowners, with 3-6 month installation timelines due to concrete curing requirements and higher long-term maintenance needs including resurfacing approximately every 10 years.
• Pool Maintenance Services Recurring weekly and bi-weekly pool maintenance for residential pool owners, including water testing, chemical balancing, skimming, brushing, equipment inspection, and filter maintenance across three tiered plans (Basic at $120/month, Complete Care at $180/month, Premium Plus at $250/month).
• Pool Renovation & Restoration Pool renovation services for existing residential pools, including replastering and refinishing, tile replacement and repair, and complete pool modernization with equipment upgrades, LED lighting, and automation system installation.
• Pool Equipment Repair & Replacement Expert repair and replacement services for residential pool pumps, filter systems, heaters, salt systems, automation controls, and pool lighting across all major equipment brands.
• Seasonal Pool Opening & Closing Professional seasonal services for residential pool owners, including spring pool opening (cover removal, equipment reconnection, system startup) starting at $295, and winter pool closing (water treatment, line drainage, equipment storage, cover installation) starting at $395.
• Hardscaping Services Custom hardscaping installation for residential properties, including stone patios, retaining walls, fire pits, outdoor fireplaces, walkways, steps, outdoor kitchens, and pool decks using natural stone (flagstone, bluestone, travertine), brick, concrete pavers, and segmental block systems.
• Landscape Design & Installation Comprehensive landscape design services for residential properties, including master plan design with 3D renderings, garden design, native plant design, tree and shrub planting, irrigation systems, and landscape lighting tailored to Richmond's climate.

Quantifiable outcome

• Fiberglass pool installation: 3-5 days vs 3-6 months for concrete
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Latham Pool ProductsflagshipChannel Partner/ Reseller/ DistributorAuthorized dealer for Latham fiberglass pools - the largest inground pool manufacturer with 70+ years of experience, publicly traded on NASDAQ (SWIM). Offers Advanced Composite Technology and Crystite Gel Coat with limited lifetime warranty.
• OkeanoscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Okeanos fiberglass pools - Canadian manufacturer with lifetime structural warranty for original owner, no-concrete-collar design, and 10-year gel coat warranty. 28 models available.
• GlimmerglasscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Glimmerglass fiberglass pools - American-made since 1999 from facilities in Fort Plain, NY and Ashburn, GA. Features vinyl ester resin construction with industry-leading warranty.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• River Pools: Fiberglass pool specialist and manufacturer-affiliated dealer network. Directly comparable as a fiberglass-focused pool installer serving homeowners with similar speed-of-installation value proposition.
• Premier Pools & Spas: Largest residential pool builder in the United States with a national footprint of regional offices. Directly comparable as a turnkey gunite/concrete and fiberglass pool builder targeting premium homeowners.
• Anthony & Sylvan Pools: One of the largest residential pool builders in the US, operating across multiple states with design-build and renovation services. Highly comparable to Custom Pools as a turnkey residential pool contractor serving affluent homeowners.
• Blue Haven Pools & Spas: Multi-regional residential pool builder with both franchise and corporate locations offering new construction, renovation, and service. Comparable in business model and customer profile to Custom Pools' integrated install/maintenance offering.
• California Pools: Large regional pool builder with design-build services across multiple Southwestern markets. Comparable turnkey model for premium residential pool installation.
• Parrot Bay Pools & Spas: Regional residential pool builder offering design-build and maintenance services. Comparable mid-size contractor competing for the same premium homeowner segment.
• All Seasons Pools & Spas: Regional pool builder and service provider offering new construction, renovation, and maintenance subscriptions. Highly comparable recurring service revenue model.

Regional players

• Claffey Pools: Texas-based residential pool builder with design-build and service offerings. Operates with a comparable turnkey model in a different geography, providing useful benchmark for scaling and execution.

Emerging players

• San Juan Pools: Fiberglass pool manufacturer operating through regional dealers. Adjacent comparator for fiberglass pool economics and dealer-channel dynamics relevant to Custom Pools' positioning.
• Leisure Pools USA: Fiberglass pool manufacturer with a dealer network similar to Custom Pools' manufacturer relationships. Adjacent in the value chain and comparable as a fiberglass-focused competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

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 CUSTOM POOLS AND LANDSCAPES OF RICHMOND