Industry News
The Pool Business Phone Problem Nobody Talks About
AI is quietly closing one of pool service’s oldest competitive gaps — but the technology is only as good as the operator behind it
There’s a telling detail buried in the way pool service companies have historically grown. It has nothing to do with pricing, technical skill, or route density. It comes down to who picked up the phone.
Hal Denbar spent years running one of the larger pool service operations in the country. Speaking recently on the Pool Guy Podcast, he described a growth pattern so consistent it had become almost a formula: customers would call two or three smaller companies, nobody would answer, and his team would get the business by default.
“So much of our growth would come from a customer that had called two or three smaller companies where nobody picked up the phone,” he said. “We would by default get those customers because we were going to always pick up the phone in a way the smaller companies couldn’t.”
That’s a remarkably honest summary of a structural disadvantage that has quietly shaped this industry for decades. Solo operators and small crews service pools during business hours. Inbound calls come during business hours. When those two facts collide, leads disappear into voicemail. Studies of small business call behavior suggest that the majority of callers who hit voicemail don’t call back and simply move on to the next name in their search results.
AI-powered phone handling is starting to address this across the trades, and pool service — with its heavy concentration of solo operators and small crews — is a natural fit. Skimmer is the pool service management platform with the largest installed base in the industry, and became the first major vertical software vendor to ship an AI phone product purpose-built for pool pros earlier this year. Where that product sits within a broader industry shift toward AI adoption says something worth paying attention to.
A Practical Industry, Moving Carefully
2026 is the first year the pool service industry has structured data on how owners actually think about AI. Skimmer’s 2026 State of Pool Service Report showed that nearly 60% of owners intended to invest in AI-driven tools in 2026, with 21% describing themselves as very likely to do so.
Read alongside the skepticism in the same data set, that number tells a more complete story. 40% of owners say they would never trust AI to fully handle invoicing and payments. 28% wouldn’t trust it with quotes and estimates. 19% wouldn’t trust it with customer communication. Pool pros are broadly open to AI as an assistant and broadly resistant to AI as an autonomous agent and the line tightens wherever revenue or the customer relationship is directly at stake.
The concerns owners cite are operational rather than philosophical: Will it actually work reliably? Will it confuse my customers? Will my staff use it? That’s how professionals who run tight operations have always evaluated change. The use cases gaining ground reflect that posture.
Writing and communication tasks, like drafting customer responses, rate increase letters, policy documents, and social media content, are where real-world adoption has taken hold. In every case, the AI produces a draft that a human reviews before anything goes out. Low risk, real time saving, no automated decision with consequences attached. getskimmergetskimmer
Inbound phone handling fits a similar profile, which is why it has emerged as one of the first AI capabilities to gain meaningful traction not just in pool service but across field service industries broadly.
Why the Phone is Where AI is Landing First
The asymmetry of the problem is worth understanding. A call going poorly leaves a poor first impression. A missed call is a customer the operator never knew they had. That risk profile makes phone handling one of the more defensible entry points for AI in any trade business.
AI phone handling requires no service history to function. The data requirements are minimal: the operator’s services, pricing, policies, and service areas. Compare that to the more sophisticated capabilities pool service software vendors are beginning to build toward — churn prediction, route profitability scoring, predictive maintenance — all of which require months or years of clean, structured operational data before they can deliver anything meaningful. Phone handling works on day one.
The underlying technology has also matured. AI voice agents five years ago were brittle, easy to confuse, prone to loops, and recognizable as automated in ways that actively irritated callers. The current generation handles natural language considerably better, can be trained on domain-specific knowledge, and escalates intelligently when it hits the boundaries of what it knows. That’s a categorically different product from the IVR systems the trades experimented with for years.
Generic answering services, which have been the traditional alternative for operators who couldn’t staff a receptionist, can run up to $500 per month, with no knowledge of the operator’s business, customer base, or service area. A domain-trained agent integrated into the operator’s management platform, capable of creating a lead record before the caller hangs up, represents a meaningfully different capability. Skimmer’s AI Phone is priced at $99 per month and operates within the platform rather than as a standalone tool, giving it access to existing customer data from the start. Operators configure the system before it goes live, reviewing and editing everything it pulls from their website. If the agent doesn’t know something, it says so and offers to take a message or transfer the caller.
The knowledge base is bounded by what the operator puts in. A well-configured system performs very differently from one set up in ten minutes and never revisited.
The Limits That Matter
AI in pool service cannot replace field judgment. It cannot assess whether a pump is developing a bearing problem from the sound it makes, recognize that a pool has higher bather load than the readings suggest, or make a real-time call about whether conditions are safe for a chemical treatment. These are sensory, contextual judgments built on years of experience.
Phone handling sits well outside that risk zone, but there are subtler limits worth naming. AI has no knowledge that a particular customer had a difficult conversation about pricing last season, that another has been with the company for eleven years and deserves a personal call, or that a third wants the technical explanation rather than the summary. That relational knowledge lives with the operator and their team.
There’s also an adoption question that gets underweighted in most vendor conversations. Most AI errors in small business settings trace back to unclear instructions or rushed use, not technology failure. Staff who haven’t been shown how to use a tool properly will either misuse it or avoid it. An AI phone system configured with incomplete service areas, outdated pricing, or no escalation rules for emergencies creates problems the launch metrics don’t capture. The owners getting the most value from AI right now started with a narrow use case, kept humans reviewing output, and built from there. That model applies to phone handling as much as anywhere else.
What’s Actually Changing
For years, the ability to answer every inbound call was a competitive advantage that scaled with headcount. Larger operations with office staff picked up. Smaller ones didn’t. That gap shaped customer acquisition in ways Denbar described plainly — the bigger operators captured leads the smaller ones were simply unavailable to take.
AI compresses that gap at the entry level. A solo operator using AI phone handling can offer the same baseline responsiveness as a company with dedicated office staff, around the clock, at a fraction of the cost. The ceiling on what AI can do in a pool service business scales with operational data — clean service records, consistent chemical logs, complete billing history. Operators building those records now are the ones who will be positioned to use more sophisticated capabilities as they mature.
Research on small business AI adoption consistently finds that very small businesses are most likely to believe AI isn’t applicable to their scale, but this belief drops significantly as business size increases. The evidence suggests this is primarily an education problem, not an applicability problem.
The use cases exist for the one-truck operator, and we know the phone has always been a growth lever in pool service. Whether smaller operators take up the AI version of it — and configure it carefully enough to actually work — is the open question.
KANSAS CITY, Mo. — Landmark Aquatic, a national leader in commercial aquatic construction and renovation, is pleased to announce the promotion of Jason Hill to General Manager of its Kansas City, Missouri market. Hill brings nearly two decades of commercial aquatic experience to the role, having worked his way through the industry as a laborer, plumber, project superintendent and project manager. That hands-on path through the trades gives him a perspective few general managers share.
“I truly understand the jobs of everyone here,” explains Hill. “It’s not just how they’re supposed to perform, I actually understand their day-to-day struggles, their desire for growth, and their need to have the best tools at their disposal to do their job efficiently.”
As he begins his tenure, Hill said mentorship and workforce development will be a top priority, particularly given how few professionals nationwide specialize in commercial pools.
“The commercial pool industry is such an anomaly,” he said. “As we grow our team, we are not likely to find commercial pool people waiting in our market to be hired, rather I am going to have to make commercial pool people. Training and coaching them is a big part of making that happen.” Hill’s emphasis on training echoes the company culture that earned Landmark a Top Workplace award, given in part for its investment in employee career development.
Hill is already collaborating closely with Landmark’s marketing team to grow the company’s visibility across the Kansas City market, contributing fresh ideas that are helping generate excitement. “I’m excited to compete with our other markets and see how far we can climb,” he said, noting his hometown ties add extra motivation.
With his depth of field experience and people-first approach, Hill is positioned to grow Landmark Aquatic’s presence and reputation throughout the region.
Jason can be reached at [email protected].
About Landmark Aquatic:
Landmark Aquatic is a nationwide provider of commercial aquatic facility design, construction, and maintenance services, with more than six decades of industry experience. Serving clients across most of the U.S., Landmark delivers construction-led solutions and on-going support though its AquatiCare maintenance team, ensuring excellence “for the life of your pool.” Committed to the full lifecycle of every facility, Landmark prioritizes long-term partnerships while adapting to client needs through exceptional service, operational excellence, and forward-thinking solutions. For more about Landmark Aquatic visit www.landmarkaquatic.com.
The U.S. swimming pool industry in 2026 remains one of the largest and most resilient sectors within the outdoor living economy. While the explosive pandemic-era construction boom has normalized, the broader market continues generating billions annually through remodeling, maintenance, chemicals, service, automation, equipment replacement, retail sales, and backyard lifestyle upgrades.
Today, the United States is home to an estimated 10.7 million swimming pools², including approximately 10.4 million residential pools² spread across suburban and Sun Belt markets nationwide. That installed base continues creating recurring demand for service, repairs, remodeling, water care products, heaters, pumps, filters, lighting, automation systems, and outdoor living enhancements year after year.
The broader pool and spa industry itself is estimated to generate more than $60 billion annually¹, making it one of the most significant categories within the home improvement and outdoor living sectors.
Unlike many industries that rely heavily on new construction starts alone, the modern swimming pool business increasingly operates as a long-term ownership economy. Every installed pool becomes a recurring source of demand for service professionals, remodelers, manufacturers, distributors, retailers, and technology providers.
Table of Contents
• U.S. Pool Market at a Glance
• America’s Massive Installed Pool Base
• In-Ground Pools Continue Leading the Market
• Above-Ground Pools Still Represent a Major Category
• The Hot Tub and Spa Market Is Booming
• Commercial Pools Continue Producing High-Value Revenue
• Sun Belt States Continue Dominating Pool Ownership
• Pool Distribution Infrastructure Continues Expanding
• New Pool Construction Has Normalized
• Why Pool Remodeling Is Booming
• Outdoor Living and Backyard Wellness Continue Growing
• Technology Is Transforming the Pool Industry
• Why the Pool Market Remains Strong
• The Future of the U.S. Pool Industry
U.S. Pool Market at a Glance
• Total swimming pools in the United States: 10.7 million²
• Residential swimming pools nationwide: 10.4 million²
• Estimated annual industry value: More than $60 billion annually¹
• Residential in-ground pools: 5.4 million³
• Residential above-ground pools: 3.4 million³
• Residential spas and hot tubs: 5.5 million³
• Commercial pools nationwide: 300,000+³
• U.S. households with a swimming pool: Approximately 8%⁴
• Annual new in-ground pool construction: Approximately 60,000–61,000 pools annually³
• Largest regional markets: Florida, California, Texas, and Arizona⁵
• Largest pool distribution networks: POOLCORP and Heritage Pool Supply Group
• Fastest-growing segments: Pool remodeling, automation, outdoor living, and wellness products
• Strongest recurring revenue category: Pool service and maintenance
America’s Massive Installed Pool Base
The biggest story in the pool industry today is not necessarily how many new pools are being built. It’s how many pools already exist.
With more than 10.7 million pools currently operating nationwide², the United States has built one of the largest recurring aftermarket economies in the outdoor living sector. Over 8% or 1 in 12 households have a swimming pool installed in the backyard.
Every installed pool creates continuing long-term demand for:
• Weekly service and maintenance
• Chemicals and water care
• Equipment replacement
• Pool remodeling
• Heater and pump upgrades
• Lighting modernization
• Smart automation systems
• Leak detection and repairs
• Tile and coping replacement
• Outdoor living renovations
This recurring demand is one of the primary reasons the industry has remained relatively stable despite higher interest rates and slower housing activity entering 2026.
Unlike industries tied entirely to new construction, the pool business benefits from a massive installed customer base that continues spending money year after year simply to maintain and modernize existing pools.
In-Ground Pools Continue Leading the Market
The United States currently has an estimated 5.4 million residential in-ground swimming pools³, making in-ground construction the dominant segment of the professional pool industry.
In-ground pools continue driving the highest-value backyard projects because they are permanent, highly customizable, and deeply integrated into modern outdoor living design.
Today’s premium residential pool projects increasingly include:
• Integrated spas
• Baja shelves and tanning ledges
• Infinity edges
• Fire bowls and fire features
• Waterfalls and scuppers
• Outdoor kitchens
• Pergolas and shade structures
• Luxury hardscape design
• Smart automation systems
• LED lighting environments
The modern residential pool is no longer viewed as a standalone feature. It has become the centerpiece of a larger outdoor entertainment and wellness environment.
Luxury homeowners continue investing heavily in resort-style backyard spaces that combine recreation, hospitality, wellness, and technology into a single integrated environment.
Above-Ground Pools Still Represent a Major Category
Although above-ground pools receive less attention within luxury outdoor living discussions, they continue representing a substantial portion of the total U.S. market.
Current estimates place the residential above-ground pool market at approximately 3.4 million pools nationwide³.
Above-ground pools remain especially popular among:
• First-time pool owners
• Budget-conscious households
• Rural homeowners
• Seasonal-climate markets
• Families seeking lower upfront investment
These pools continue generating strong demand for:
• Pool liners
• Pumps and filtration systems
• Water care products
• Seasonal maintenance
• Covers and accessories
• Heaters and circulation equipment
For many consumers, above-ground pools represent an entry point into long-term pool ownership.
The Hot Tub and Spa Market Is Booming
One of the most surprising realities within the broader aquatic industry is the sheer size of the residential spa and hot tub market.
The United States now has an estimated 5.5 million residential spas and hot tubs³ currently operating nationwide — slightly more than the number of residential in-ground swimming pools.
That creates a major opportunity for pool service professionals willing to expand beyond traditional swimming pool maintenance.
Many homeowners still separate spa ownership from pool service despite the overlap in:
• Water chemistry
• Filtration systems
• Pumps and circulation
• Heating systems
• Automation controls
• Preventative maintenance
The growth of hydrotherapy, cold plunge systems, wellness-focused outdoor living, and recovery-oriented backyard design continues fueling expansion throughout this category.
Spas have increasingly become part of larger wellness-oriented backyard environments that emphasize relaxation, recovery, stress reduction, and health-conscious living.
Commercial Pools Continue Producing High-Value Revenue
The U.S. commercial aquatics sector remains another critical segment of the broader market.
Current estimates place the number of commercial pools nationwide at more than 300,000 facilities³.
Sun Belt States Continue Dominating Pool Ownership
Pool ownership continues clustering heavily throughout warm-weather states where outdoor living plays a larger role in residential culture.
The largest pool markets in the United States remain:
• Florida⁵
• California⁵
• Texas⁵
• Arizona⁵
Together, these states account for a massive share of national pool construction, remodeling, distribution, and service activity.
Florida in particular continues gaining momentum due to:
• Rapid population migration
• Year-round swimming climate
• Expanding suburban development
• Strong luxury housing activity
• High pool ownership rates per capita
California still maintains one of the country’s largest installed pool bases, while Texas continues benefiting from explosive suburban expansion and population growth.
Arizona remains one of the densest pool ownership markets in the nation due to extreme summer temperatures and strong backyard culture.
Many industry analysts now believe Florida may eventually surpass California as the nation’s largest pool market due to long-term demographic shifts and continued migration into the Southeast.
Pool Distribution Infrastructure Continues Expanding
The long-term strength of the installed pool market has fueled aggressive expansion among national distribution networks.
POOLCORP, the largest wholesale pool products distributor in the industry, currently operates 456 sales centers globally⁶.
At the same time, Heritage Pool Supply Group has expanded rapidly to more than 160 locations across 36 states⁷.
Combined, those two companies alone now represent more than 600 distribution and supply locations serving builders, retailers, remodelers, and service professionals throughout North America.
That infrastructure exists to support continuing demand for:
• Equipment replacement
• Chemicals and water care products
• Remodeling materials
• Pumps and heaters
• Automation systems
• Plumbing and fittings
• Outdoor living products
• Service and repair operations
Distribution expansion is one of the clearest indicators that the installed pool market remains economically strong.
The continued growth of national distribution networks has also helped improve product availability, logistics, technical training, and contractor support across the industry.
New Pool Construction Has Retracted
The pool industry experienced unprecedented growth between 2020 and 2022 as homeowners redirected spending into backyard improvements during the pandemic.
During the height of the surge:
• Builders reported multi-year backlogs
• Equipment shortages became widespread
• Labor shortages intensified
• Construction pricing climbed dramatically
• Automation demand surged
• Project values increased substantially
In many markets, contractors were booking projects 18 to 24 months in advance⁸ during the peak boom cycle.
That pace has moderated entering 2026.
Current estimates suggest the U.S. market is now building approximately 60,000 to 61,000 new in-ground pools annually³.
While lower than pandemic highs, that still represents a healthy long-term construction environment supported by strong consumer interest in outdoor living.
The normalization of construction activity has also helped stabilize:
• Material availability
• Equipment lead times
• Labor scheduling
• Consumer expectations
• Builder backlogs
Rather than signaling industry weakness, many professionals now view the current market as healthier and more sustainable than the extreme boom conditions seen during the pandemic years.
Why Pool Remodeling Is Booming
One of the most important trends shaping the pool industry in 2026 is the explosive growth of remodeling and renovation work.
Millions of residential pools across the country are now decades old and entering major modernization cycles.
Rather than relocating or constructing entirely new pools, homeowners are increasingly investing in upgrading existing backyards through:
• Resurfacing and replastering
• Tile and coping replacement
• Spa additions
• Saltwater conversions
• LED lighting upgrades
• Smart automation installation
• Variable-speed pump upgrades
• Baja shelves and tanning ledges
• Water and fire features
• Outdoor living integration
For many contractors, remodeling now represents a more predictable and stable revenue source than speculative new construction.
The aging installed pool base virtually guarantees long-term demand for renovation services well into the future.
Many homeowners are also choosing to remodel because upgrading an existing pool is often significantly less expensive and less disruptive than building a completely new one.
Outdoor Living and Backyard Wellness Continue Growing
Swimming pools are increasingly becoming part of larger lifestyle-focused outdoor living environments.
Modern homeowners are investing heavily in transforming their backyards into resort-style spaces designed around:
• Entertainment
• Hospitality
• Relaxation
• Recovery
• Fitness
• Wellness
Today’s premium backyard projects increasingly include:
• Outdoor kitchens
• Covered patios and pergolas
• Cold plunge pools
• Hydrotherapy systems
• Swim jets and resistance systems
• Smart outdoor lighting
• Audio and entertainment systems
• Fire pits and fireplaces
• Luxury hardscape installations
Consumers are no longer simply purchasing swimming pools. They are investing in complete outdoor experiences.
This broader shift toward experiential outdoor living has helped elevate the pool industry far beyond its traditional role as simply a recreational category.
Technology Is Transforming the Pool Industry
Technology adoption throughout the pool industry has accelerated rapidly over the past several years.
Modern pool owners increasingly expect app-driven experiences that allow remote control over:
• Pool lighting
• Pumps and filtration
• Water features
• Heating systems
• Cleaning schedules
• Water chemistry systems
• Temperature settings
At the same time, pool professionals themselves are becoming increasingly technology-driven operationally.
Today’s service companies rely heavily on:
• Route optimization software
• CRM platforms
• Automated billing systems
• GPS dispatching
• Water chemistry tracking apps
• Customer communication tools
• Marketing automation systems
• Remote monitoring platforms
The pool industry is becoming more connected, more automated, and more data-driven than ever before.
Artificial intelligence, predictive maintenance tools, smart diagnostics, and remote monitoring technology are also beginning to reshape how pool professionals manage customer accounts and equipment performance.
Why the Pool Market Remains Strong
Despite broader economic uncertainty, several major long-term fundamentals continue supporting the industry.
Massive Installed Base
With more than 10 million pools already operating nationwide², the recurring aftermarket opportunity remains enormous.
Recurring Service Demand
Pools require continuous maintenance, chemicals, repairs, and upgrades regardless of housing cycles.
Outdoor Living Remains Popular
Consumers continue prioritizing backyard entertainment, outdoor kitchens, wellness environments, and luxury exterior design.
Aging Pool Infrastructure
Millions of older pools now require resurfacing, modernization, automation upgrades, and equipment replacement.
Wellness Trends Continue Growing
Hydrotherapy, cold plunge systems, swim fitness, and spa-focused backyard design continue gaining popularity among homeowners nationwide.
Distribution Networks Continue Expanding
The rapid growth of distribution networks reflects continued long-term confidence in the installed pool market and the recurring revenue opportunities surrounding it.
The Future of the U.S. Pool Industry
Looking ahead, the long-term outlook for the U.S. pool market remains strong.
The explosive pandemic construction surge may have normalized, but the industry now sits atop one of the largest installed residential pool bases in history.
That installed base will continue creating durable long-term demand for:
• Service and maintenance
• Remodeling and renovation
• Equipment replacement
• Automation upgrades
• Outdoor living enhancements
• Wellness-focused backyard design
• Commercial aquatics support
• Water care and chemical products
For builders, service professionals, manufacturers, distributors, and retailers alike, the opportunity in 2026 is no longer simply about building new pools.
It’s about maintaining, modernizing, automating, upgrading, and supporting the millions of pools Americans already own.
As outdoor living continues evolving into a year-round lifestyle category centered around wellness, hospitality, technology, and luxury residential design, the swimming pool industry appears positioned to remain one of the strongest segments within the broader home improvement economy for years to come.
Industry News
PHTA Opens Public Review of Revised PHTA-6 Spa Standard
The revised PHTA-6 standard addresses requirements for residential portable spas and exercise spas, with public comments being accepted during the review period.
(Alexandria, Va.) — The Pool & Hot Tub Alliance (PHTA), the trade association representing the swimming pool, hot tub, and spa industry, is inviting public review and comment on the proposed revision of the PHTA-6 Standard for Residential Portable Spas and Exercise Spas.
As an American National Standards Institute (ANSI)-accredited standards developer, PHTA follows a consensus-based standards development process that includes public review and comment opportunities for proposed standards revisions.
The draft revision of the PHTA-6 standard focuses on site-specific installation and consumer use of residential portable spas and exercise spas after delivery to the end user. Proposed updates are intended to improve enforceability, support regulatory alignment, address certification gaps, and enhance safety continuity throughout the industry.
The revised draft also includes updated language and new content designed to reflect current industry practices, technologies, and requirements.
The public review period for the draft PHTA-6 standard opens May 22, 2026, and closes July 6, 2026. During this time, industry professionals, regulatory agencies, and other interested parties are encouraged to review the draft and submit comments for consideration.
The public review announcement was published in ANSI Standards Action on May 22, 2026.
The draft standard and instructions for submitting comments are available on the PHTA-6 webpage at phta.org.
For additional information, please contact PHTA’s Standards Department at [email protected] or call (703) 838-0083.
About the Pool & Hot Tub Alliance:
The Pool & Hot Tub Alliance (PHTA), a non-profit organization with 4,000+ members from around the world, was established in 1956 to support, promote, and protect the common interests of the $62B pool, hot tub, and spa industry. PHTA provides education, advocacy, standards development, research, and market growth initiatives to increase our members’ professionalism, knowledge, and profitability. Additionally, PHTA promotes the use of pools by expanding swimming, water safety, and related research and outreach activities aimed at introducing more people to swimming, making swimming environments safer, and keeping pools open to serve communities. For more information, visit www.phta.org.
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