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Aquatics Veteran Natalie Hood Launches Natalie Hood & Associates, LLC

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Aquatics industry veteran Natalie Hood has launched Natalie Hood & Associates, LLC, bringing more than 25 years of hands-on, operational and leadership experience together in a new consulting company designed to help organizations turn industry ideas into programs, education, events and initiatives that move from concept to implementation.

Hood launched Natalie Hood & Associates after seeing the same challenge throughout her career: organizations often have a strong idea or an industry need but bringing it to life can require expertise across several areas. A new education program, certification, event or industry initiative can involve everything from curriculum and instructor development to regulatory approvals, communications and implementation. Natalie Hood & Associates was created to help organizations connect those pieces and move projects from ideas to execution.

“Over the years, I’ve had the opportunity to work on so many different sides of this industry, and I’ve seen how connected all of these pieces really are,” Hood said. “I wanted to create something that allows me to bring that experience together and help organizations take an idea, figure out what it needs to become and actually get it across the finish line.”

Hood’s career in aquatics began long before her corporate leadership roles, working hands-on as a lifeguard, Water Safety Instructor and swim coach. She later spent eight years with the National Swimming Pool Foundation (NSPF), advancing through management and leadership roles across operations, education, instructor development, events and industry programs. In 2019, NSPF and the Association of Pool & Spa Professionals (APSP) merged to form the Pool & Hot Tub Alliance (PHTA). Hood continued with the newly formed organization, ultimately serving as Director of Certification and Instructor Relations. At PHTA, Hood managed certification programs and relationships with more than 700 instructors across 127 countries, expanded service program approvals into more than 30 jurisdictions, developed educational and instructor programs, and led government affairs efforts involving pool and spa safety legislation and regulatory issues.

Most recently, Hood served as Director of Education and Events for The Grit Game, where she built the organization’s education department from the ground up and led instructional design for 12 new courses, including storyboards, examinations, training videos and LMS implementation.

Organizations can work with Hood to build or strengthen certification programs, develop curriculum and assessments, pursue state and regulatory approvals, create instructor and train- the-trainer programs, plan educational events and professional development, and support government affairs and industry initiatives. Her work also includes instructional design, industry communications, podcasting and media.

Podcasting and media also remain an active part of Hood’s work through Natalie Hood & Associates. Hood continues to own and host Myth Busting Wednesdays on the Talking PoolsPodcast, where her weekly episodes focus on education, current industry issues and challenging common misconceptions within the pool and spa profession.

The launch also includes nataliehoodassociates.com, where organizations can learn more about Hood’s experience, services and current work.

About Natalie Hood & Associates, LLC

Natalie Hood & Associates, LLC provides consulting and professional services across the aquatics and pool and spa industry, specializing in education and certification, curriculum and instructional development, government and regulatory affairs, events and professional development, industry engagement, podcasting and media.

Media Contact

Natalie Hood

Founder & Principal Consultant

Natalie Hood & Associates, LLC

[email protected]

nataliehoodassociates.com

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Alise Everton

Alise Everton has been working in the pool industry for the past decade and is an experienced press correspondent and contributor for numerous trade publications and web portals including PoolMagazine.com and PoolContractor.com among others. Contact her for guest posting opportunities, press releases, and pool equipment related news.

Manufacturer

JED Pool Tools CEO Featured on ‘Growing Up B2B’

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Cindi Heyen standing beside a JED Pool Tools trade show display promoting American-made pool maintenance products.

CEO Cindi Heyen discusses building and sustaining a family manufacturing legacy exploring succession, operational complexity, and long-term growth strategies for family-owned manufacturers

JED Pool Tools is pleased to announce it was selected and featured on the newest episode of Growing Up B2B, a podcast for leaders of family-owned B2B businesses. Host Ed Delia sat down with Cindi Heyen, President and CEO of JED Pool Tools and Northeastern Plastics, Inc., to discuss what it truly takes to evolve a family manufacturing company across generations without sacrificing the grit, values and work ethic that made the company successful in the first place.

In the episode, Cindi shares how her father built a small injection molding company after losing his job, and how she and her husband Alan took over in 1989, eventually acquiring the business in 2005. The conversation covers their engineering backgrounds, the acquisition of Northeastern Plastics, managing seasonality, implementing ERP systems, and navigating Alan’s health challenges. Cindi also discusses integrating her two sons into the business and her vision for simplification, succession, and long-term growth.

“We are thrilled to share our family’s story with the world, especially other B2B family businesses who likely see parallels with their own experiences,” says Rob Heyen, Sales Manager and son of Cindi and Alan Heyen.  In the episode, Cindi shares a story many business owners will recognize from family members stepping in to help, the constant balancing act between tradition and innovation, operational complexities, succession, and the systems required to keep moving forward.

To listen to the full podcast visit:

Apple Podcasts: https://lnkd.in/eYaAxC6a
Listen to the full episode on Spotify: https://lnkd.in/esQzSdZR

About JED Pool Tools
JED Pool Tools has been making high-quality pool tools and pool accessories in the USA for over 30 years. JED Pool Tools sells over 400 different products including residential and commercial skimmers, leaf rakes, poles, wall brushes and vacuum heads as well as hoses and through-wall skimmer parts. JED is a family-run company with three generations of Heyen family working for the company and is committed to creating and providing jobs for residents of Scranton, PA. JED is proud of and committed to manufacturing in the USA, many it its own facility in Scranton, PA. To learn more about the company and its products visit www.JEDPoolTools.com.

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Pool News

Scott Jones Named CEO of Landmark Aquatic

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Scott Jones wearing black glasses and a navy suit outdoors.

Landmark Aquatic announced the appointment of Scott Jones as Chief Executive Officer, effective November 1, 2026. Jones currently serves as Chief Operating Officer. J. Ryan Casserly, founder of the Landmark platform and its current CEO, will transition to Executive Chairman, where he will focus on mergers and acquisitions and continue working closely with the leadership team on Landmark’s long-term vision and strategic direction.

As Chief Operating Officer, Jones has worked across Landmark to strengthen operations, improve alignment, and advance initiatives that position the company for its next phase of growth. His appointment reflects the impact he has had on the organization and his commitment to investing in the people, processes, and capabilities that set Landmark apart in the marketplace.

“Over the past two years, Scott and I have worked closely together to strengthen the business and prepare Landmark for the future,” said Casserly. “He has developed a deep understanding of our industry, our people, and what makes this company special. Scott brings the leadership, operational perspective, and unwavering commitment to our mission that this next chapter requires. I have full confidence in his ability to keep advancing the business while staying true to what matters most — our people and the customers we serve.”

“I’m grateful for the opportunity to lead Landmark Aquatic and excited about what lies ahead for our company and the commercial aquatics industry,” said Jones. “We have a tremendous team, a strong foundation, and an opportunity to keep raising the bar for our industry. Our mission goes beyond the projects we deliver. It’s about creating opportunities for our employees and helping customers realize the full value of their aquatic facilities throughout their lifecycle. I look forward to building on our progress, working alongside our teams, and continuing to move Landmark forward.”

Landmark remains focused on developing its people, expanding its capabilities, and advancing the commercial aquatics industry through continuous improvement and a long-term commitment to the customers and communities it serves.

About Landmark Aquatic

Since 1967, Landmark Aquatic has helped communities and organizations bring complex aquatic facilities to life and keep them performing. Today, Landmark is the nation’s largest integrated commercial aquatics platform, providing design, construction, renovation, restoration, and maintenance services nationwide. Its construction-led expertise and long-term service capabilities give customers one trusted partner across every stage of a facility’s lifecycle. For the life of your pool. Learn more at www.landmarkaquatic.com.

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Manufacturer

Haviland Pool & Spa Invests $26 Million in Indiana Facility

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Exterior of the Aegis USA facility in Indiana, with gray and white walls and a glass entrance.

GRAND RAPIDS, Mich. (November 2, 2026) – Haviland Pool & Spa today announced a $26 million investment in a new, state-of-the-art manufacturing facility in Indiana to support the company’s continued growth. The facility will be operated as Aegis USA, a wholly owned subsidiary of Haviland Pool & Spa. The name comes from the aegis, the shield of protection in Greek mythology, and reflects the facility’s focus on safety.

The 50,000-square-foot facility will be dedicated to the manufacturing and packaging of chlorinated pool chemicals, with core operations encompassing tableting, pouching, filling and finished-goods packaging. The facility is expected to be operational in the first quarter of 2027.

“Aegis USA raises the bar for our entire industry,” said Meg Post, President and CEO of Haviland Enterprises. “Every part of this facility was designed around the safe handling of chlorine-based chemistries, and we believe it will set the new standard for pool chemical manufacturing in the United States. We’re proud to lead the way.”

Aegis USA tablet press

The project continues a multi-year investment strategy focused on strengthening Haviland’s capabilities across research, product development and manufacturing. In 2024, Haviland announced a $7 million, 11,000-square-foot flagship laboratory in Grand Rapids, which became fully operational in April 2025 and expanded the company’s product development, formulation and technical capabilities. The $26 million Indiana facility represents the next major step in that strategy.The new facility will feature tableting presses, packaging lines, advanced automation equipment and dedicated material storage. Designed specifically for oxidizing chemistries, the facility will incorporate modern engineering controls and safety systems throughout its manufacturing, storage and packaging operations.

“For our team, this is an opportunity to build an operation specifically around the needs of the customers we serve,” said Brian Schoen, Vice President of Haviland Pool & Spa. “The combination of new equipment, automation and a purpose-built facility will give us greater flexibility and strengthen our ability to meet customer needs as we continue to grow.”

With the addition of the Indiana facility, Haviland will operate seven locations across four states, including three facilities in Grand Rapids, Michigan and operations in Kalamazoo, Michigan; Cincinnati, Ohio; Phoenix, Arizona; and now Indiana. The growing footprint supports Haviland’s manufacturing, distribution and customer-service capabilities across the business.

About Haviland Pool & Spa
Haviland Pool & Spa is a division of Haviland Enterprises, Inc. that manufactures water treatment products for the pool and spa industry. The company produces eight house brands, including ProTeam, SpaPure and Durachlor, and provides private-label products for nationally recognized pool centers.

Haviland Enterprises is a 100% employee-owned company through an Employee Stock Ownership Plan (ESOP), giving its employees a direct stake in the long-term success of the company and its customers. Headquartered in Grand Rapids, Michigan, Haviland combines the personal service and culture of an employee-owned business with the capabilities to serve customers across the pool and spa, wastewater treatment, surface finishing, commodity distribution, and contract manufacturing industries. For more information, visit www.havilandusa.com.

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