Op Editorials
An Open Letter To Home Depot
Home Depot commercial may portray pool builders in a negative light and give misleading information to consumers.

For decades, my associates and I have tirelessly worked to enhance the knowledge and image of pool builders as highly skilled professionals through educational seminars, technical publications, hands-on demonstrations, certifications, and licensing in many states.
Yet, in your recent commercial, those efforts were thwarted by your organization’s portrayal of a pool builder.
The commercial, “Meet the kind of people who are in our parking lot at 5:45 a.m.” portrays pool builders with an old stereotype – a guy with an old beat-up truck and notepad drawing.

The video pans in on each of the “people” in their vehicles as the voiceover describes their profiles and why they are coming to The Home Depot. The last profile is Ed… “Ed’s putting in a pool for a friend… we all need an Ed!” The visual is of Ed making notes on a pad. As the commercial continues, the store opens and each of the “People” climb out of the vehicles to go inside. “Ed” with a window sticker “my other truck is a boat”, walks away from his vehicle, an old beat-up truck.
The original 1-minute commercial produced by BBDO Atlanta/BBDO New York was released in March 2022. A shortened 30-sec version was also released.
As a licensed pool contractor in Las Vegas, Nevada, a Certified Building Professional, and former director on the Pool and Hot Tub Alliance national board, I take offense to how your commercial depicts my industry. Not only is this commercial insulting to the many highly educated pool professionals across the US and internationally, but it also encourages the viewpoint that pool builders are simply a guy with old trucks and notepads. Furthermore, “friends” don’t know everything there is to know about building a safe and efficient pool.
There are many states that require licensing for pool construction. Most have specific guidelines such as building standards and regulations, ANSI and ISPSC codes and in some states- water use restrictions just to name a few.
Nevada homeowners do have the option to build their own pool. However, the Nevada State Contractors Board has outlined in strict detail the guidelines for such activity including registering the project, permitting, insurance responsibilities and mandatory use of licensed sub-contractors to do the work.
It is a crime for an unlicensed person to perform construction work even on an owner-builder pool project and that includes one’s “friend”.
While it seems that your creative team at BBDO wanted to capture a variety of individuals, needs and projects, they did not take time to consider the negative and dangerous implications of the “Ed” character.”
The Home Depot commercial could sway an unlikely consumer to seek a “friend”, an unlicensed and untrained individual to install their pool, jeopardizing the wellbeing of the family both physically and financially.
Ed might be better off “Putting in a garden for his wife!”
Contractors and Builders
Insurance Premiums on the Rise: How Pool Pros Can Stay Afloat
One pool company reevaluted their insurance carrier when faced with a premium increase. Learn why weighing your options may not be a bad idea.

Recently, Grimes Pools was in the thick of their busy season. Builds were in every stage, some still in permitting, others halfway done, and they barely had time to look up. Then their renewal hit: another premium increase with no heads-up and no strategy to reduce it.
Fortunately, they reevaluated their needs with a new carrier who stepped in with a clear plan: a full review of their program, a benchmark against industry peers, and a roadmap for how to move forward. Going with a pool-specific program, resulted in about 15 percent savings, and risk management improvements like driver safety protocols and subcontractor agreements. Today, they have direction, better protection, and the confidence to focus on growing their business.
So why are companies like Grimes Pools seeing their rates spike? And more important, how do you stay afloat? Let’s dive into the four forces pushing premiums higher, the pitfalls to watch when you shop for coverage, and the practical steps that can soften the blow at renewal time.
The Four Currents Lifting Pool Insurance Premiums
1. Claims and litigation are swelling.
Slip-and-falls around wet decks, chemical handling injuries, construction defect suits—every claim costs more than it did five years ago. Industry-wide, liability payouts have surged, climbing an average of 16% annually, with no slowdown in sight. Juries are also handing out larger awards (the so-called “social inflation” effect), so carriers pad rates to keep loss ratios healthy.
2. Mother nature packs a bigger punch.
Hurricane Idalia caused an estimated $2.5 to $4 billion in insured losses, with total economic damage potentially reaching $20 to $30 billion. Add to that a record-breaking year for hail in Texas—affecting over 2 million homes—and extensive wildfire losses in California, and reinsurers (the companies that insure your insurer) are facing mounting costs. As reinsurance expenses climb, primary carriers pass that burden downstream, contributing to higher premiums for policyholders.
3. Materials and labor costs keep climbing.
Materials and labor costs continue to rise due to persistent workforce shortages and price increases for essential construction materials. Additionally, uncertainty around tariffs on imported steel and aluminum could push these expenses even higher. Repairing the same claim simply costs more, and underwriters factor these increased costs directly into your premium.
4. Shrinking carrier appetite.
Fewer insurers are willing to write pool and spa risks—especially in high-claim states or for builders with even a minor loss history. Carriers are trimming their books, limiting coverage, or exiting the space altogether. Less competition means less pricing pressure, and underwriters get pickier about who they’ll take on. That combination drives premiums up and narrows your options.

Choosing an Insurance Carrier: Look Past the Sticker Price
Seek industry-specific coverage.
A one-size-fits-all contractor policy often excludes the unique risks faced by pool professionals—like chemical handling or pollution losses and design defects. Be sure your policy specifically addresses these exposures to avoid costly gaps in coverage.
Scrutinize the fine print.
Look for sublimits that quietly gut your protection—water damage caps, mold exclusions, or subcontractor warranty clauses.
Gauge financial strength.
Choose an A-rated carrier with a proven track record in the construction space. A carrier experienced in this sector is more likely to offer stable pricing and coverage that accounts for the unique risks pool professionals face. They’re also less likely to pull capacity when the market tightens. Check AM Best or Standard & Poor’s ratings before you sign.
Test the claims process.
Insurance is only as good as the adjuster who shows up when something breaks. Talk to peers: Did the carrier assign a dedicated construction specialist? How fast were reserves set? Was the settlement fair? Just as important, make sure the broker you work with has a dedicated claims team to assist and advocate for you throughout the process.
Demand proactive risk support.
The best partners help you avoid claims in the first place—onsite safety audits, toolbox talk templates, chemical handling checklists, contract language reviews. Those services can trim losses and, in turn, tame future rate hikes.
Planning Ahead: Five Moves to Keep Costs Contained.
- Budget for reality, not hope.
Build an eight to ten percent line-item increase into next year’s P&L. If you beat it—great. If not, you’re covered. - Document your safety culture.
Underwriters love evidence: signed training logs, SDS binders, weekly job‑site inspections. Hard data can earn credits worth three to five points on your rate. - Review limits and endorsements annually.
Did you add commercial pool remodeling? Start subbing out more work? Growth shifts your risk profile; adjust coverage before the insurer does it for you. - Benchmark against peers.
Ask your broker for a blind comparison of deductibles, limits, and rates across similar pool companies in your region. Gaps—high or low—signal where to tweak. - Lock in multi-year programs when you can.
Some carriers offer two or three-year rate agreements for accounts with solid loss histories. It’s hedge insurance against the next hard market wave.
Where Choosing a Quality Insurance Carrier Fits In
If you’d rather spend your time pouring concrete than decoding exclusions, a specialized partner helps. Look for carriers focused on pool and spa risks, from backyard installations to Olympic-size complexes. A solid pool insurance program closes industry-specific gaps, advocates during claims, and delivers risk management tools that keep premiums from spiraling.
The Takeaway
Premiums are rising because claims cost more, storms hit harder, and the global reinsurance tide is pushing all boats higher. Yet pool pros aren’t powerless. Understand the market forces, pick a carrier that truly knows chlorinators from coping stones, and put a proactive plan in place long before renewal. Do that, and you’ll keep insurance from eating the profits you worked so hard to build—no matter how choppy the water gets.
Contractors and Builders
Understanding Deepened Foundations in Pool Construction

When it comes to building a swimming pool, what happens below the surface is just as important as what’s visible above it. In areas with unstable, expansive, or soft soils—or on sloped lots—standard foundations simply won’t cut it. That’s where deepened foundation systems come into play. These structural supports, often hidden underground, are crucial for ensuring the long-term stability and safety of a pool. Depending on site conditions and engineering requirements, contractors may rely on a variety of pier types—each with its own strengths and limitations. In this article, we explore the most common deep foundation options used in pool construction: friction caissons, driven piles, helical piers, and end-bearing caissons.
Deepened Foundations in Pool Construction: Caissons, Piles, and Piers Explained
Friction Piers/Caissons
Friction caissons are drilled holes, filled with reinforcing steel and concrete. The engineer calculates the friction between the earth and the outer surface of the concrete. These rely upon the surface area of the outside of the caissons and the coefficient of friction of the soil for support. Therefore, their diameter and depth are designed to develop sufficient surface area and soil friction. If the earth is removed they lose their ability to support the structure.

Driven Piles
Driven piles work in much the same way as friction caissons, except that they are pounded into the ground. Precast concrete, wood or steel I-beam piles are driven into the ground by a pile driver to the point of refusal. They are not often used in residential construction, due to the noise and ground vibration they cause.
The vibrations can actually damage nearby structures. They also require large machinery that often cannot access residential lots. Driven piles can be “end bearing,” friction or a combination of both. They are most often used in swimming pools adjacent to water (lake front, beach front, swamp land), that have soft or incompetent soils.

Helical Piers
Helical Piers are giant soil “screws” that are drilled into the soil. They have significant limitations, due to their size and method of installation. Helical piers are limited in their load bearing capacity to the torque that the installation machinery can deliver. Helical piers also do not perform well in loose or soft soils. Their development depth is limited by the length of the shaft.
For pools, helical piers are most often used in areas of expansive soils or high water tables to hold down the structure. They are the most economical and weakest of the available options. To resist point loading on the tip of the shaft, grade beams or mat foundations are often utilized to spread the load across the underside of the pool floor.

End-bearing caissons
As the name implies, end-bearing caissons (seen above – Featured Image) are drilled or driven until the end of the pile contacts supporting bedrock or soils. They often develop support through a combination of skin friction and end load bearing. Bell caissons, flare out on the bottom to increase the contact footprint of the shaft. They require specialized augers to create the flared end.
The portion of a pier above grade is a “free standing” pier (aka: column). The tops of the columns are tied together by beams or a mat foundation to resist movement. They are often seen on bridges, overpasses and above grade swimming pools.
You can see why a soils report is required for pier supported structures. Without a soils report, the structural engineer will not know the soil’s coefficient of friction, it’s load bearing capacity or the expansion index for their design.
Conclusion
When it comes to pool construction, building a structurally sound pool on challenging terrain requires more than just a good understanding of design—it demands a deep understanding of soil behavior and the right foundation system to match. Whether it’s friction caissons, driven piles, helical piers, or end-bearing caissons, each solution serves a specific purpose based on site conditions and load requirements. Because these systems involve critical calculations and specialized installation methods, they’re never a DIY task. A thorough soils report and the expertise of a qualified structural engineer are essential. For pool contractors working in uncertain ground conditions, relying on professional guidance isn’t just smart—it’s a matter of long-term safety and liability.
Photo Credits: Swimming Pool Expert Witness
Op Editorials
Remembering Dan Everton: A Rising Star in the Pool Industry Gone Too Soon
The industry lost one of it’s rising stars far too soon. Dan Everton, dynamic Design Consultant with Premier Pools & Spas passed at age 43.

The pool industry is built on the backs of hardworking, visionary individuals—people who not only sell the dream of pool ownership but have the ability to bring it vividly to life. This past month, the industry lost one of those rare talents far too soon. Dan Everton, a dynamic Sales Design Consultant with Premier Pools & Spas in Sacramento, passed away unexpectedly at the age of 43. He leaves behind his loving wife Emily, and their two young daughters, Stella and Marley.
Dan’s path into the pool industry wasn’t a traditional one, but it was unmistakably inspired. After years of being a top-producing sales professional at Verizon—where his name became synonymous with excellence in performance—Dan was faced with a career crossroads when his Sacramento office closed. Rather than uproot his young family to stay with the company in the Bay Area, Dan made a bold pivot.
At the suggestion of a close family member working at Premier Pools & Spas, Dan pursued a new opportunity in a field he knew little about. At the time, Premier was looking to hire seasoned professionals with deep industry experience. But when Dan interviewed with owner Keith Harbeck, his charisma, quick mind, and incredible capacity to learn won him the position. The introduction may have opened the door, but Dan walked through it entirely on his own merit.

From day one, Dan threw himself into the pool world with the same passion and energy that made him successful in telecom. He quickly became a top performer in Premier’s Sacramento office—not by relying on slick sales tactics, but by mastering the nuances of pool design and putting customer satisfaction at the center of every transaction. He immersed himself in the latest 3D design software, creating stunning visual presentations that helped clients envision their dream backyards. And more than that, Dan had the rare ability to build trust quickly. His clients didn’t just feel like they were buying a pool—they felt like they were in good hands.
One of the things that set Dan apart was how deeply he cared about the customer experience—not just closing the sale, but capturing the joy of the entire pool-building journey. He was especially passionate about documenting the construction process, making each step feel memorable and exciting. For Dan, it wasn’t just about selling pools; it was about creating moments.
He had a particular love for what he called the most exciting day in the process: dig day. That was the moment it all became real. The excavators rolled in, the shape of the pool began to take form, and families saw their dream backyard finally coming to life. Dan didn’t treat it like just another step in the timeline—he treated it like a celebration.
Pool Construction: Dig Day for the Landregan Family in SacramentoWhen our construction crew doesn’t have the access they need to bring in heavy equipment – we have the option of doing a mini-dig. We bring in conveyor belts and mini bob cat excavators to get the job done. Gotta love dig day – best day in the pool business.
Posted by Dan Everton – Premier Pools & Spas on Friday, May 22, 2020
He’d text the customer the night before to hype them up like it was Christmas Eve, show up that morning ready to film video clips, snap photos, and high-five the kids. He made sure his clients knew this was the day they’d remember. In fact, Dan had a way of getting the whole neighborhood excited about it. If you lived nearby, you weren’t just witnessing construction—you were part of the experience, watching your neighbor take the leap into pool ownership.
Dan had a rare ability to turn customers into true ambassadors of the brand. He stayed connected with each family throughout the entire build, not just during the sale. When things didn’t go exactly as planned—as is sometimes the case in construction—Dan was there to hand-hold, reassure, and guide them through it. One customer gave him a glowing recommendation and recounts how he personally showed up to explain that their dig would take three days instead of one due to hitting unexpected rock. Rather than panic, Dan reframed the moment with calm professionalism and even a bit of humor, turning what could have been a stressful setback into just another chapter in their backyard story. It’s that level of care and follow-through that earned him not just repeat clients, but raving fans.
Ernst Family Testimonial for Dan Everton of Premier Pools & Spas – SacramentoThank you Ernst Family for letting me be your pool designer!
Posted by Dan Everton – Premier Pools & Spas on Monday, May 11, 2020
Dan’s talents extended far beyond his sales numbers. He was a natural connector, someone whose vibrant personality could light up a booth at a trade show or spark meaningful conversations at networking mixers. His presence added value wherever he went. For many, Dan was the first warm handshake at an industry event, the friendly face you hoped to see again, the person who made you feel welcome and excited to be part of the pool community.
Dan also played a pivotal role in helping shape the early vision for Pool Magazine. When the idea for the publication was still in its infancy, Dan believed in the potential and became one of its earliest backers—helping to secure the domain name PoolMagazine.com and PoolNews.com and encouraging the growth of the magazine as a platform to spotlight excellence in the pool industry. He was more than just a supporter; he was a true believer. And when it came time to introduce the publication and its founder to industry peers, Dan was often the one setting the stage with his trademark enthusiasm and charm.

Behind the scenes, Dan was a devoted husband, father, brother, son, and friend. He brought joy to family camping trips, made holidays feel more special, and was always up for a heart-to-heart about business, life, or the future. He had recently begun taking Genesis design classes, eager to continue growing his knowledge and refining his craft. Dan had big dreams for his career and an undeniable spark that made those dreams feel within reach.

His untimely passing leaves a tremendous void—not just in the lives of his loved ones, but also within the Premier Pools & Spas family and the wider pool community. Dan was still climbing. He was still learning, growing, and giving back. We will never get to see just how far he could have gone, but what he accomplished in such a short time was extraordinary.
As we remember Dan Everton, let us honor his memory by celebrating his legacy: a man who stepped into a new industry and made an immediate impact, who lifted others with his optimism and drive, and who believed in the dream of turning backyards into something extraordinary.
Dan, you were one of a kind. Your absence is deeply felt, but your spirit and contribution to this industry will not be forgotten.
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