poolklubben
Poolklubben AB is a privately held Swedish direct-to-consumer e-commerce retailer based in Vellinge that sells pool and spa chemicals, own-brand and third-party equipment, and custom pool covers directly to Swedish residential pool owners without intermediaries.
- Company typePrivate
- Founded-
- HeadquartersVellinge, Sweden
- Headcount—
- GTM typeB2C
- OfferingDigital Commerce or Content
What poolklubben does
Poolklubben AB is a privately held Swedish direct-to-consumer e-commerce retailer headquartered in Vellinge, Sweden, specializing in pool and spa chemicals, equipment, accessories, and installation services. The company sources products directly from manufacturers without intermediaries, operating exclusively through its Swedish-language online storefront at poolklubben.se plus a small warehouse pickup location in Vellinge open weekdays 15:00–16:30. It serves a horizontal segment of Swedish residential pool owners with a catalog of approximately 97 SKUs spanning low-ticket consumables (chlorine tablets, algaecides, test strips, pool salt) through mid-tier hardware (sand filters, pool robots) to high-ticket equipment and structural products (heat pumps, pumps, salt chlorinators, custom pool covers priced up to 167,395 SEK as packaged solutions).
The company's core proprietary technology centers on three own-brand equipment lines — GreenMachine inverter heat pumps, BlueMachine inverter pool pumps, and WhiteMachine salt chlorinators — that share a unified WiFi/app control ecosystem. It also operates the Pooltak Designer, an interactive online configurator that lets customers specify custom pool cover dimensions, colors, materials, and accessories with instant quotes. Sourcing relationships include Ecochem (Spain, ISO 9001/14001-certified chemicals produced via Pyrenees hydroelectric power), a French pool cover manufacturer (LowProfile and 2XLowProfile lines, NFP90-309 safety certified, Qualicoat Qualimarine powder coating), Akzo Nobel (pool salt), Brenntag (hydrochloric acid and treatment chemicals), and Tintometer/Lovibond (water testing equipment).
Poolklubben's business model is a transactional DTC e-commerce operation: free shipping on orders over 600 SEK, same-day dispatch for orders placed before noon, pay-as-you-go unit pricing on consumables, and one-time hardware pricing on equipment. The company emphasizes content marketing — extensive pool care guides, blog posts, water testing tutorials, and video content — as its primary demand-generation channel, supported by email newsletter, organic social (Facebook, Instagram, YouTube), SEO, and Trustpilot reviews. Revenue streams split between repeat-purchase consumables (chemicals, salt, test supplies) and occasional high-value hardware sales, with new bundle pricing (pool cover + WhiteMachine packages; GreenMachine + BlueMachine packages) intended to raise average order value and lock customers into the proprietary equipment ecosystem. The company has no disclosed funding rounds, no external investors, and no disclosed headcount or revenue figures.
poolklubben firmographics
Firmographics- Name
- poolklubben
- Legal name
- Poolklubben AB
- Website
- https://poolklubben.se
- Company type
- Private
- Operating status
- Operating
- Short description
- Poolklubben AB is a privately held Swedish direct-to-consumer e-commerce retailer based in Vellinge that sells pool and spa chemicals, own-brand and third-party equipment, and custom pool covers directly to Swedish residential pool owners without intermediaries.
- Ownership category
- akta.pro rank
poolklubben industry classification
Industry- Product category
- Pool & Spa Supplies Retail
- akta.pro primary industry
- Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL)
- akta.pro secondary industries
- Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ), Water Testing & Chemical Balancing (HSAIALAB)
Keywords
Where poolklubben is headquartered
LocationHeadquarters
- HQ city
- Vellinge
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
poolklubben business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Pool and Spa Chemical Sales: One-time and recurring sales of pool maintenance products including chlorine tablets, pH adjusters, algaecides, and test strips. Consumables represent repeat purchase opportunities.
- Pool Equipment Hardware: Sales of pool pumps, filters, heat pumps, salt chlorinators, pool robots, and water testing equipment. Higher-ticket items with longer replacement cycles.
- Pool Cover Sales: Custom-manufactured pool covers from a French supplier, sold in standard sizes or custom-designed via the online tool. Premium pricing with bundle options including installation.
- Pool Installation Packages: Bundled packages combining pool covers with automation equipment (WhiteMachine salt chlorinator) at discounted package pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Chemicals and consumables - Unit pricing |
| One time/ perpetual license | Pay-as-you-go | Pool equipment - One-time hardware purchases |
| One time/ perpetual license | Pay-as-you-go | Pool covers - Custom and standard sizes |
| Unit Pricing | Pay-as-you-go | Package deals - Bundled products |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
poolklubben product offering
Product offeringCore offering
Poolklubben is a Swedish e-commerce retailer that sells pool and spa chemicals, hardware (pumps, filters, heat pumps, robots, salt chlorinators), and French-manufactured custom pool covers directly to consumers without intermediaries. Its portfolio is anchored by its own WhiteMachine, BlueMachine, and GreenMachine connected equipment lines, complemented by an online Pooltak Designer that lets buyers configure and quote custom pool covers. The company also provides certified pool technician installation and maintenance services from its Vellinge headquarters and warehouse.
Product overview
Poolklubben is a Swedish e-commerce retailer specializing in pool and spa products sold direct from manufacturers without intermediaries. Their product portfolio includes two main branded product lines: (1) WhiteMachine salt chlorinators with app-based WiFi control, (2) BlueMachine inverter pool pumps, (3) GreenMachine inverter pool heat pumps, all connected via a unified app ecosystem. They also offer French-designed Pooltak LowProfile and Pooltak 2XLowProfile pool covers with up to 10-year warranties. Their product range spans pool chemicals (Multiklor tablets, shock chlorine, algaecides), pool robots (Maytronics Dolphin series), water testing equipment (Scuba 3s, Blue Connect), sand filters (Falsterbo, Smygehuk), PVC installation supplies, and pool accessories. They sell bundled packages combining pool covers with WhiteMachine salt chlorinators for comprehensive pool setups.
Differentiator
Problem solved
Functional benefit
Brands
- GreenMachine: Pool heat pumps sold under the GreenMachine brand name, including models S, M, L, XL, and XXL for different pool sizes
- BlueMachine
- WhiteMachine
Products and services
- WhiteMachine Salt Chlorinator Own-branded salt chlorinator with WiFi app control for Swedish residential pools sized 5-75 m³. Designed for automated pool water treatment and integration with Poolklubben's connected equipment ecosystem.
- BlueMachine S Inverter Pool Pump Own-branded inverter pool pump for 10-50 m³ residential pools with WiFi app control and 5-year motor warranty. Marketed as energy-efficient and quiet.
- BlueMachine M Inverter Pool Pump Own-branded inverter pool pump for larger 10-70 m³ pools with WiFi app control and 5-year motor warranty.
- GreenMachine Inverter Pool Heat Pump (S, M, L, XL, XXL) Own-branded fully variable inverter pool heat pumps in five sizes (S-XXL) for residential pools from 15 to 80 m³, marketed as quiet, energy-efficient, and WiFi app-controlled.
- Pooltak LowProfile Pool Cover French-designed low-profile pool cover with exclusive French design, 7 cm narrow guide rail, safety certification for snow/wind loads, and up to 10-year warranty. Available in standard sizes 3x6 m to 4x10 m with custom configurations via Pooltak Designer.
- Pooltak 2XLowProfile Pool Cover Extra-low-profile pool cover (31 cm height) with French design, 7 cm narrow guide rail, NFP90-309 safety certification, and up to 10-year warranty. Available in 3x6 m to 4x10 m sizes with custom configurations.
- Multiklor Chlorine Tablets 200 g multi-function chlorine tablets sold in 5 kg, 10 kg (dual bucket), and 15 kg (triple bucket) packages. Marketed as the company's bestselling product line for residential pool water cleaning.
- Chockklor Shock Chlorination Granules (5x1 kg) 98% concentration shock chlorination granules sold as a 5 x 1 kg package for residential pool and spa water cleaning.
- Algdräp Algaecide (1 liter) Non-foaming liquid floating algaecide for residential pool water to prevent and kill algae growth.
- AntiFlock Flocculant Tablets (1 kg) Concentrated 98% antiflocculant tablets sold in 1 kg packs for clarifying residential pool water through flocculation.
- Multiklor Lyx 5 kg Individually Wrapped Tablets 5-function individually wrapped 200 g chlorine tablets in 5 kg buckets, marketed as a premium bestseller for residential pool maintenance.
- Multiklor Triple Exact 5 kg Three-Phase Tablets Latest-generation 6-function chlorine tablets (250 g) divided into three phases, sold in 5 kg buckets for residential pool water treatment.
- Scuba 3s Digital Water Tester Digital photometric water tester from Lovibond with NFC app connectivity that measures 11 pool-water parameters (chlorine, pH, alkalinity, hardness, copper, active oxygen, phosphates, and more) for residential pool owners.
- Blue Connect 2026 Gold Smart Water Tester Smart water tester with built-in WiFi, rechargeable battery, and salt chlorinator compatibility. Measures pool water chemistry and sends data to a smartphone for residential pools up to 55 m³.
- Sandfilter Falsterbo Ø600 Sand Filter Package Sand filter package for residential pools up to 60 m³, including 6-way valve and 140 kg filter glass. Manufactured in Spain with 3-year warranty.
- Maytronics Dolphin EON 120D Pool Robot Rechargeable cordless pool robot for residential pools up to 55 m³ with state-of-the-art features and 36-month warranty.
- Maytronics Dolphin Liberty 600 Pool Robot Rechargeable cordless pool robot for residential pools up to 90 m³ with 36-month warranty.
- Maytronics Dolphin M550 Pool Robot Maytronics Dolphin pool robot positioned at a strong price/performance ratio for residential pools, with 36-month warranty.
- Aseko Asin Aqua Salt REDOX VS Salt Chlorinator Premium salt chlorinator with automatic regulation of chlorine, pH, and algaecide for private residential pools.
- Zodiac eXO iQ 10 Salt Chlorinator Zodiac salt chlorinator for residential pools up to 50 m³, marketed as an alternative to Aseko Salt when paired with Dual Link.
- Zodiac eXO iQ 18 Salt Chlorinator Zodiac salt chlorinator for residential pools up to 80 m³, marketed as an alternative to Aseko Salt when paired with Dual Link.
- Akzo Nobel Pool Salt (25/50/100 kg) Mediterranean pool salt from Akzo Nobel for use with salt chlorinators, sold in 25 kg, 50 kg, and 100 kg packaging with home delivery.
- Pooltak + WhiteMachine Installation Package Bundled package combining a Pooltak LowProfile or 2XLowProfile pool cover with a WhiteMachine salt chlorinator at package pricing for 3x6 m to 4x10 m pools.
- GreenMachine + BlueMachine Pool Heat & Pump Package Bundled near-silent pool equipment package pairing a GreenMachine inverter heat pump with a BlueMachine inverter pump, sized for pools from 15-30 m³ up to 50-80 m³ at package pricing.
- Certified Pool Technician Installation Services In-person installation and pool technician services offered by Poolklubben's certified pool technicians for the company's pool equipment, salt chlorinators, and pool covers.
Quantifiable outcome
- Free shipping threshold reduces cart abandonment
Companies that use poolklubben
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
poolklubben technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
poolklubben partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- French Pool Cover ManufacturercorePoolklubben secured general agency rights for the Swedish market from a French manufacturer of premium pool covers (LowProfile and 2XLowProfile series). The partnership began in March 2025 after 7 years of negotiations. The manufacturer produces 5000-6000 pool covers annually across Europe using fully computerized production with CNC machining and robotic bending.
- Ecochem (Spain)coreEcochem manufactures Poolklubben's own-brand chemicals in Spain using hydroelectric power from the Pyrenees. ISO certified on both manufacturing and environmental standards. Products shipped with environmentally certified transport.
- Akzo NobelminorPoolklubben resells Akzo Nobel Mediterranean salt for pools in 25kg, 50kg, and 100kg packages with home delivery options.
- Brenntag GmbHminorGerman chemical distributor supplying Poolklubben with hydrochloric acid and other pool water treatment chemicals. Weekly deliveries ensure fresh product stock.
- Tintometer Group GmbH (Lovibond)minorPoolklubben resells Lovibond water testing equipment and reagents including the Scuba 3s digital water tester, test tablets, and calibration solutions.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
poolklubben competitors and assessment
Company assessmentDirect peers
- Poolspecialisten: Swedish online pool products retailer selling chemicals, equipment, and accessories to residential pool owners — the closest domestic head-to-head competitor in the same geography with overlapping SKU coverage and target customer.
- Swim & Fun: Nordic (Denmark-headquartered) pool and spa products brand selling chemicals, equipment, and accessories across Scandinavia via DTC channels — same product/customer profile as Poolklubben but with broader Nordic geographic reach.
Broad incumbents
- Biltema: Large Nordic discount retailer offering pool chemicals, basic equipment, and accessories alongside a vast general merchandise assortment, leveraging scale to undercut on price for commoditized pool SKUs.
- Jula: Major Nordic DIY and home retailer carrying pool chemicals and accessories; competes with Poolklubben on price and convenience across its100+ store footprint.
- Bauhaus: European DIY/home improvement chain with Swedish operations selling pool chemicals, basic equipment, and seasonal pool accessories — competes as a one-stop alternative to specialist retailers.
- Bayrol: Leading European pool water treatment chemical manufacturer (Germany) selling both via B2B distribution and increasingly DTC across Europe — directly comparable in product category to Poolklubben's Ecochem private-label line.
- Fluidra: Spanish-headquartered global pool equipment conglomerate owning brands like AstralPool and Zodiac — competes with Poolklubben's branded equipment offerings and could bypass the retailer via direct channels or new local partners.
- Hayward: Global pool equipment manufacturer (pumps, filters, heaters, automation) supplying pro and consumer channels — represents both a potential supplier partner and an alternative brand Poolklubben customers could buy directly.
- Pentair: Global water and pool equipment manufacturer offering pumps, filters, heaters, and automation systems — competing brand portfolio against Poolklubben's BlueMachine/GreenMachine/WhiteMachine line.
Others
- Maytronics: Israeli manufacturer of Dolphin robotic pool cleaners (which Poolklubben resells); listed because they are simultaneously a key supplier and a potential direct-to-consumer competitor in the pool robot category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
poolklubben social profiles
Digital presencepoolklubben compliance and trust
Trust signalCompliance4 records
poolklubben financial estimates
Financial estimateRevenue estimate
Valuation estimate
poolklubben leadership team
Management profileNumber of profiles
poolklubben funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
poolklubben 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 poolklubben
What does poolklubben do?
Poolklubben is a Swedish e-commerce retailer that sells pool and spa chemicals, hardware (pumps, filters, heat pumps, robots, salt chlorinators), and French-manufactured custom pool covers directly to consumers without intermediaries. Its portfolio is anchored by its own WhiteMachine, BlueMachine, and GreenMachine connected equipment lines, complemented by an online Pooltak Designer that lets buyers configure and quote custom pool covers. The company also provides certified pool technician installation and maintenance services from its Vellinge headquarters and warehouse.
When was poolklubben founded?
poolklubben was founded in -1.
Where is poolklubben based?
poolklubben is headquartered in Vellinge, Sweden, in the Europe region.
How does poolklubben make money?
Four revenue lines are on record. Pool and Spa Chemical Sales are the primary driver. The others are pool Equipment Hardware, pool Cover Sales and pool Installation Packages.
Who are poolklubben's main competitors?
Direct peers on record are Poolspecialisten and Swim & Fun. Broad incumbents are Biltema, Jula, Bauhaus, Bayrol, Fluidra, Hayward and Pentair. Maytronics is listed as an others.
Does poolklubben have an API?
No public API is recorded for poolklubben.
What industry is poolklubben in?
poolklubben's product category is Pool & Spa Supplies Retail. Its primary akta.pro industry code is CRAJAKAL, Pool & Spa Chemicals (Chlorination, pH Control, Algaecides), with a secondary code of HSAIALAJ, Equipment Installation & Upgrades (Automation, Covers, Sanitizers).