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Winter is for Strategy: Build Your 2026 Business Plan Now

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As the last pools are covered and the phone calls settle down, winter gifts the pool industry something rare: time to think.

For builders, service pros, and retailers alike, winter isn’t downtime — it’s the strategic season. It’s when smart operators look beyond the next call or contract and start shaping the business they want two years from now.

“Winter is when we build the business, not the pools,” says Jake Henderson of Blue Horizon Pools, who uses December to review margins, reset systems, and plan hiring before spring rushes back in. “If we wait until March to think strategically, it’s already too late.”

Across the industry, that mindset shift is catching on. Instead of winding down completely, more companies are using winter to strengthen their foundations by refining systems, training teams, and designing growth plans for 2026 and beyond.

Because in today’s market, the companies that treat winter as an opportunity, not an off-season, are the ones leading the pack when the weather warms up.


From Reaction to Intention

After the intensity of summer, the quiet of winter brings clarity. The rush fades, phones calm, and for the first time in months, owners can actually think.

It’s the perfect time to step back and ask big-picture questions: What worked? What didn’t? What do we want to do differently next year?

That space for reflection is what separates reactionary businesses from intentional ones.

“We used to treat January as catch-up season,” says Angela Ruiz of ClearBlue Pool Services. “Now it’s strategy season. We review our wins, fix the bottlenecks, and set our training plan for the year ahead. It changes everything.”

For many companies, this kind of winter planning isn’t about filling out spreadsheets — it’s about creating space to think. It’s also about designing a business that works on purpose rather than by momentum.

Winter gives owners emotional, operational, and financial distance. The stress of the season melts away and you can finally look at your business without the noise of chlorine deliveries, weather delays, and customer calls.

That distance is what allows growth-minded companies to identify patterns, anticipate challenges, and align their next moves with long-term goals.


What the Pros Are Doing This Winter

Across the country, pool professionals are putting their quiet months to work. Instead of to-do lists, strategic initiatives are forged and designed to strengthen their business before the next rush hits.

1. Modernizing Systems

Technology is taking center stage this winter. Companies are upgrading scheduling software, linking accounting tools, and adopting CRMs that help teams communicate more efficiently.

“We finally integrated our job tracking and invoicing software,” says Tony Miller of AquaEdge Pools. “It’s saving us hours every week and eliminating those little mistakes that used to cost us credibility.”

For many owners, it’s not about chasing the latest app. It’s more about using the off-season to simplify and systemize. When spring hits, there’s no time to experiment. Winter is when operational upgrades happen quietly in the background so the busy months can run smoothly.

2. Investing in People

Ask any pool company what their biggest challenge is, and you’ll hear the same answer: labor. Skilled, motivated, reliable labor.

swimming-pool-water-testing

That’s why many firms are treating winter as their training season. Cross-training service techs, offering leadership workshops, and paying for certifications are becoming common winter investments.

“We started a mentorship program for our younger crew,” says Henderson. “It keeps them engaged, and by spring, they’re already ahead of schedule on skills.”

Companies are also rethinking retention — offering flexible scheduling, performance bonuses, or simply creating space for team members to be heard. As Ruiz puts it: “If you don’t invest in people during the slow months, you’ll spend twice the amount replacing them during the busy ones.”

3. Refreshing the Brand

With fewer site visits and customer calls, winter is prime time to update your public face. Many businesses are using the off-season to revamp their websites, refresh photography, or launch new marketing campaigns.

“We do our brand audit in January,” says Miller. “New photos, updated testimonials, maybe a fresh logo tweak. By the time homeowners start dreaming about their next pool, we’re already in front of them.”

Others are leaning into storytelling by publishing project spotlights, filming behind-the-scenes videos, or writing articles that show their expertise. The off-season is the ideal moment to build authority and trust before the buying season begins.


Looking Ahead: Planning for 2026, Not Just 2025

Many business owners are no longer planning for the next season. They’re planning for the next two. With technology, materials, and customer expectations evolving so rapidly, forward-looking strategies are becoming the new norm.

Sustainability, automation, and efficiency top the list of 2026 priorities. Builders are exploring energy-efficient equipment and low-impact materials; service companies are focusing on automation and predictive maintenance; retailers are diversifying their offerings with smart pool technology.

“We’re budgeting for next year’s upgrades, but also setting aside for 2026 equipment transitions,” says Ruiz. “We know automation and energy savings are where the market’s heading. Planning ahead gives us a competitive edge.”

That kind of foresight also protects companies from economic swings. As discretionary spending fluctuates, diversified and well-structured businesses are more likely to stay stable.

In other words: when competitors are coasting, the strategic ones are charting.


The New Shape of Winter Strategy

The modern pool professional’s off-season isn’t about hibernation — it’s all about transformation.

Here’s what’s changing:

  • Data-Driven Decision Making: More owners are tracking metrics year-round — from profit margins to lead conversion rates — and using winter to analyze that data in depth.
  • Collaborative Planning: Instead of keeping plans top-down, many companies now involve their teams in goal setting. “It builds ownership,” says Miller. “People buy into what they help build.”
  • Sustainable Growth: Fast growth isn’t the goal anymore. Smart growth is. Companies are choosing intentional scaling by adding services or expanding geography only when systems can support it.

There’s a growing awareness that the pool industry, once driven by instinct and tradition, is now defined by planning, professionalism, and adaptability.


Community Over Competition

Another emerging theme this winter: collaboration.

Across regions, owners who used to view each other as competitors are now comparing notes, sharing resources, and supporting each other’s success. Whether through online groups, trade associations, or informal meet-ups, there’s a sense that the industry wins when everyone levels up.

Pool Trade Show Season Kicks Off in 2025 with The Pool & Spa Show in Atlantic City

“We share our vendor contacts, talk about pricing pressure, even swap advice on hiring,” says Ruiz. “Five years ago, that would’ve been unheard of. Now, we all realize we’re fighting the same challenges.”

That openness has made planning seasons like this one richer and more productive. When people talk honestly about what’s working, the entire industry grows stronger.


A Season for Builders to Build

Every strong season begins with choices made in the quiet months — in the calm before the rush.

Winter gives pool professionals something rare: time to think. And for those who use it wisely, that time becomes the foundation of growth, stability, and innovation.

“The work we do now pays off all year,” says Henderson. “We treat the winter like we treat excavation — it’s the groundwork. If you skip it, nothing else stands right.”

When the phones start ringing again, the companies that used winter for strategy won’t be scrambling. They’ll be ready with systems dialed in, teams aligned, and goals set in motion.

Because success in the pool industry might be built in the summer, but it’s planned for in the winter.

So grab a notebook, pour a cup of coffee, and ask yourself: What kind of business do you want to open in the spring?

Winter is the time to build it.

5/5 - (20 votes)

Susie Cuebas is a freelance content marketer and writer for Pool Magazine, where she brings her deep industry knowledge and creative storytelling to life. With over a decade of experience in the pool and spa industry — including past work with brands like Jandy®, CMP®, and Grand Effects® — Susie specializes in crafting engaging editorial that connects with pros, builders, and designers alike.

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Latham Rings Nasdaq Opening Bell Commemorating 70th Anniversary & 5 Year IPO

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Latham Rings Nasdaq Opening Bell Commemorating 70th Anniversary & 5 Year IPO

Latham Group, Inc. – the largest designer and manufacturer of in-ground residential swimming pools in North America, Australia and New Zealand, visited the Nasdaq MarketSite in Times Square.

The team at Latham proudly rang the Nasdaq Opening Bell. The industry leader took a moment to celebrate its 70th anniversary and five years as a public company, highlighting continued growth, strong market performance, and resilience in a shifting residential construction landscape.

The achievement follows a year of solid performance for Latham Group Inc., which reported 7% year-over-year revenue growth in 2025, even as the broader residential construction market faced ongoing economic headwinds.

Latham got to ring the Opening Bell at Nasdaq - shown celebrating the moment at Nasdaq MarketSite in Times Square

In a statement on LinkedIn, the company said:

“For seven decades, innovation has been at the core of what we do, made possible by the trusted builders and partners who bring these backyards to life every day.

Together, we’ve helped transform backyards into spaces where families gather and memories are made.

Here’s to 70 years of progress, partnership, and what we’ll build next!”

Photo Credit: Latham, The Pool Company

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SPS PoolCare Expands Enterprise Platform with ServiceTitan

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SPS’s Recent Acquisition of Pool Troopers Accelerates Company’s Investment in Scaled Infrastructure with ServiceTitan Powering Over 30 Branch Locations Across Five States and Standardizing Operations across the Service Cycle

LOS ANGELES – March 17, 2026ServiceTitan (Nasdaq: TTAN), the software platform that powers the trades, today announced that SPS PoolCare, the largest residential swimming pool services platform in the United States, is standardizing their 30+ branch locations across five states on the ServiceTitan platform. By unifying their family of brands on ServiceTitan, SPS will leverage a single, enterprise-grade system to unify its vast operations, accelerate its high-velocity acquisition strategy, and scale its platform.

“SPS is demonstrating how purpose-built technology can transform a traditionally fragmented industry,” said Connor Theilmann, Chief Business Officer of ServiceTitan. “Their leadership team has made a deliberate investment in enterprise infrastructure, and we’re proud to support their continued growth. Standardizing on ServiceTitan will allow SPS to meet the needs of a large, multi-location operation, with Fraser Ramseyer, Storr Group, and the SPS leadership team making this one of the most seamless large-scale integrations we’ve ever seen.”

CPO Class - Virtual Online Classes - Become a Certified Pool Operator

The move reflects SPS PoolCare’s continued investment in enterprise-grade infrastructure, as it advances its position as the dominant market leader in a highly fragmented industry. Founded in 2021 and backed by Storr Group, an investment firm that builds and scales industry-leading platforms, SPS PoolCare operates across Texas, Florida, Arizona, Nevada, and Georgia, where it employs more than 1,000 team members and is on track to perform more than two million weekly recurring pool services in 2026. ServiceTitan’s cloud-based platform serves as SPS PoolCare’s technology backbone, enabling SPS to manage complexity across geography, workforce scale, and service frequency.

“We’ve worked closely with the ServiceTitan team for several years, and this decision reflects the trust and alignment we’ve built as long-term partners,” said Lance Martin, CEO and COO of SPS PoolCare. “Our objective has always been to build a durable platform that enables our team to deliver exceptional service to our customers. Standardizing on ServiceTitan gives us the operational visibility, integration speed, and performance discipline required to scale responsibly and create long-term value.”

Ranked #1 on Pool and Spa News Top 50 Service list, SPS continues to solidify its position as the industry leader, driven by the company’s ability to pair high-velocity revenue growth with a deep commitment to staff training and retention, active industry leadership, and an early adopter of innovative technology within the pool service space. SPS PoolCare is dedicated to the communities it serves, ensuring that its national scale translates into a positive local impact across its entire service footprint.

“From inception, our thesis at Storr Group has been to build the pool industry’s first scaled category-defining operating platform,” Fraser Ramseyer, CEO of Storr Group and Founder of SPS PoolCare. “Technology is not ancillary to that vision – it is foundational. ServiceTitan provides the infrastructure necessary to integrate acquisitions efficiently, drive operational consistency, and support disciplined expansion.”

SPS PoolCare’s focus on being the employer-of-choice is supported by ServiceTitan’s mobile-first capabilities, which empower their over 1,000 staff team members with the tools they need to succeed in the field.

ServiceTitan continues to invest in purpose-built technology for the pool industry, offering features like route optimization, automated chemical tracking, and integrated project management for renovations. By providing real-time visibility into multi-location operations, ServiceTitan enables enterprise-scale businesses like SPS PoolCare to make data-driven decisions that fuel organic growth.

About ServiceTitan ServiceTitan is the software platform that powers trades businesses. The company’s cloud-based, end-to-end solution gives contractors the tools they need to run and grow their business, manage their back office, and provide a stellar customer experience. By bringing an integrated SaaS platform to an industry historically underserved by technology, ServiceTitan is equipping tradespeople with the technology they need to keep the world running.

About SPS PoolCare

As the #1 swimming pool services company in the United States, SPS PoolCare is on track to perform over 2,000,000 weekly recurring pool services in 2026 and employs more than 1,000 staff across five states. Backed by Storr Group, the company is focused on growing its family of brands across the Sun Belt, as it continues to make owning a pool a joy. SPS PoolCare is committed to creating a world-class service experience for its customers and being an employer-of-choice for its team members. Read more at spspoolcare.com.

About Storr Group

Storr Group is an operationally focused lower-middle-market private equity firm that backs, builds, and scales industry-leading platforms. With a rich background in business building, Storr combines world-class operators with strategic M&A, deep integration, and sophisticated technology to drive sustainable growth and long-term value. To partner today, visit storrgroup.com

Press Contact

Max Wertheimer

ServiceTitan, Inc.

[email protected]

© 2026 ServiceTitan. All rights reserved. ServiceTitan, the ServiceTitan logo, and all ServiceTitan product and service names mentioned herein are registered trademarks or unregistered trademarks of ServiceTitan, Inc. in the United States and other countries. Other brand names and marks mentioned herein are for identification purposes only and may be the trademarks of their respective holder(s).

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Honoring the 2025 Lifetime Achievement Pool Pro Award Winners With Pentair Pool

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Celebrating the long-standing industry leaders whose dedication, vision,
and service-first mindset have shaped the future of the aquatics industry.


The Pentair Pool Pro Awards shine a spotlight on pool professionals who elevate the
standard of excellence — those who champion safety, embrace innovation, and support
the next generation of industry talent. Among this year’s honorees, the Lifetime
Achievement Award holds special significance. It recognizes individuals whose years of
service, leadership, and impact have left lasting imprints on their teams, their customers,
and the pool community at large.


The 2025 Lifetime Achievement Award winners exemplify what it means to lead with
purpose. Their stories reflect a shared commitment to uplifting others, advancing the
industry, and showing what’s possible through hard work, humility, and a dedication to
doing things the right way.


Lifetime Achievement Award Winner: Shannon Jones

Owner, Graves Pools and Spas | Myrtle Beach, South Carolina
For Shannon Jones, the pool industry is more than a career — it’s a legacy. Celebrating 50
years in business, Graves Pools and Spas has been family-run for generations, and Jones is
proud to continue the mission her grandfather began… And share it with all three of her
children, who are also involved in the business. Early in her leadership journey, she created
a personal mission statement that still guides her today: to make a positive difference in
every life she meets.

That philosophy is woven through her business. Guided by servant leadership, Jones
focuses first on caring for her team, trusting that empowered employees deliver
exceptional experiences for customers. “The more I take care of them,” she says, “the more
they feel fulfilled, and the more they care for others.” Many members of her management
team have been with the company for 16, 18, even 25 years, a testament to her example-driven approach.

Jones’ commitment to excellence shows up in everyday actions, from celebrating safe
driving with the company’s “Golden Steering Wheel” award, to openly acknowledging and
correcting mistakes as part of a culture rooted in honesty. And her impact extends beyond
the business. Graves Pools and Spas supports swim education across three local YMCA chapters, providing equipment and services free of charge and hosting swim lessons in the
company’s pools. “If we save one child from drowning,” she says, “it would be worth
everything we give.”


As automation and A.I. reshape the industry, Jones is focused on bringing modern tools to
both residential and commercial customers, helping her community stay ahead of the
curve. And with all three of her children now part of the company, the future feels bright.
“Our opportunities are limitless,” she says. “And the more we grow, the more positive
differences we get to make. I’m honored to be recognized with this award, but having the
ability to make a difference in the world through my company, I’ve already won big time.”

Lifetime Achievement Award Winner: Sean Johnson


Executive Vice President, Field Services, Amenity Pool Services | New York City, NY
For Sean Johnson, the pool industry became a calling long before it became a career.
Growing up in New York City, Johnson didn’t learn to swim until he was a teenager, but he
was hooked from the moment he did. That first experience sparked a passion for aquatics
and lifeguarding that eventually led him to a career path, where he rose from an entry-level
role to leading an entire office by age 20.


Johnson’s lifelong dedication is rooted in helping people build meaningful careers. Whether
mentoring young lifeguards, developing leaders, or promoting from within, he has always
believed the strongest customer relationships start with strong teams. Throughout his
career with The Amenity Collective, a leader in aquatics, fitness, and recreation solutions,
Sean has been instrumental in the growth of its aquatics platform, including American Pool
and Amenity Pool Services, while mentoring field teams and building operational depth and
process across the organization. Under his leadership, his New York office grew from 40
commercial customers to more than 300, maintaining one of the highest customer
retention rates in the region.


His commitment to going above and beyond is perhaps best illustrated through his work
with Erickson Senior Living. Tasked with automating pools across dozens of properties,
Johnson personally visited every location — traveling more than 200 nights over three years
— to install systems, build relationships, and ensure residents enjoyed safe, perfectly
balanced pools. “It was one of the few things I got exactly right in my life,” he says, laughing.
“I made real personal friends along the way.”


Johnson also contributes beyond the industry, giving his time to Boy Scouts of America by
restoring trail systems, writing hiking guides, and continuing to serve as a scout leader. He’s
also a proud member of his local high school’s board.

Winning the Lifetime Achievement Award, he says, feels deeply personal. “I’ve worked in
this business my whole life,” Johnson shares. “To be recognized like this… it means
everything to me. I hope it shows young people that the pool industry is a real career —
something you can grow in, lead in, and truly be proud of. And beyond that, it’s just plain
fun!”


Celebrating All the 2025 Pentair Pool Pro Award Winners
In addition to the Lifetime Achievement honorees, Pentair recognized winners across
multiple categories, including Premier Pool Pro, Unsung Hero, Safety Advocate, and
Advancing Automation. Visit www.pentair.com/en-us/pool-spa/pool-pro-awards to meet
all the remarkable individuals shaping the future of pools one customer at a time.

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