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Head to Head With Joe Vassallo of Paragon Pools

Pool Magazine goes head to head with Las Vegas pool builder, Joe Vassallo

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Head to Head with Joe Vassallo - Paragon Pools

Joe Vassallo has been a permanent fixture in the pool industry for the past three decades. As a youngster in Brooklyn, NY – he had dreams of becoming an architect and went to the prestigious Brooklyn Tech High School. Receiving some initial design training, he quickly realized he didn’t have the funds necessary to pursue a degree in architecture.

Putting those dreams aside he began a career running a wholesale distribution company for Tropicana orange juice. After selling his business and relocating to Las Vegas, Vassallo quickly realized that there was a different standard of living than the one he was accustomed to in New York.

Starting a Life in Las Vegas

“One of the attractions about Las Vegas, wasn’t the gambling or the nightlife, coming from a high-end real estate place like New York to Las Vegas, the money went pretty far. I was barely 40 years old and was able to sell my house and buy another house twice the size for half the cost and had a nicer living environment than living in the city,” said Vassallo.

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“When I bought my house, like everyone else in Vegas, I wanted a swimming pool. I had a guy come out to design my pool and my design juices started to kick in,” said Vassallo, “I pretty much knocked him off his drafting table and started designing my pool.”

First Forays Into The Pool Industry

“The guy said, ‘Hey, you’re pretty good at this, you ought to talk to my boss.’,” said Vassallo, “turns out his boss was the owner of Tango Pools, Tony Tegano who has since passed away, was a little Italian guy like me from New York. I went to go meet him and we got along great and he hired me and that’s when I first got into the swimming pool industry.”

“Life seems to have a path that takes you where you are supposed to go.”

Joe Vassallo – Paragon Pools

For Vassallo, this first foray into design meant getting back to his initial aspirations of being an architect when he was a student in Brooklyn. While this wasn’t architecture, he was feeding a creative impulse and found enjoyment in what he was doing. “It was great because it brought me back to what I wanted to do which was design, while not designing a building, it was fun designing pools. It was fun to meet people and talk about things that they were really excited about. People are happy to see you in this business, it’s not like you’re going to the dentist or something.”

Vassallo’s career inevitably saw him progress to become the General Manager of Paddock Pools, where he truly began to establish a name for himself in the Las Vegas market as a leading designer. Eventually, Vassallo would feel an impulse to leave that organization to start his own vision, Paragon Pools. “Truth be known, it was an owner absentee business. We were in Vegas and they were really located in Arizona. I thought it was time to get on my own. I was doing everything on my own anyway. I got a little nudge from my publicist at the time, Mary Vail who said you really need to open up your own company. With her encouragement, that’s what I wound up doing and we opened up Paragon Pools in 2001.”

Las Vegas pool builder, Joe Vassallo Sr. and publicist / photographer, Mary Vail
Joe Vassallo Sr. and publicist/photographer, Mary Vail – Photo Credit: Las Vegas Business Press

Becoming a Top Pool Builder in the Las Vegas Market

The path to becoming a top builder in the Las Vegas market wasn’t always a linear one for Vassallo who can recall setbacks that came with the Great Recession in 2008. “Las Vegas went through a very rough period,” said Vassallo, “where we were having more foreclosures than anyplace else in the country. In order to survive that (time period), we started doing more of the remodeling and repair work. A lot of people, even if they wanted to leave their homes they couldn’t because they couldn’t get the value out of it and were probably underwater at best.”

A Make or Break Moment

The inability for homeowners to get full market value for their homes during the Great Recession meant that many opted to remodel their existing pool and stay in their homes. A sophomore pool company at the time, Paragon Pools was able to ride out the recession doing remodels. This was a make-or-break time period that saw many seasoned builders leave the industry. What followed would be a contraction in the industry that would last for the next five years. “The remodeling and repair business became kind of a lifeline for us and then finally we moved out of that bad time into some better times. Right now things are just going through the roof. I’ve got way more business than I can handle.”

Paragon Pools - Las Vegas Pool Builders

Unprecedented Demand for Inground Pools

Joe has been in the industry for decades and has seen bull markets and bear markets. The interest in swimming pools has been white-hot the last two years. We asked Vassallo if he has ever experienced anything like this and if he could predict what was coming next to which he responded, “In 30 years, I’ve never seen anything like this. I can only guess, I’m not an economics expert but I think it was a confluence of several things,” said Vassallo, “number one, when Covid hit, manufacturing started to dwindle. Plants were either closing or just running skeleton crews, and transportation stopped.”

“Look at the other side of that,” said Vassallo, “Mom, Dad, and the kids are home. They’ve been talking about getting a boat or something for the last few years and just never pulled the trigger. Now everybody is home and looking at an empty backyard in 100-degree weather and said ‘you know what, we can’t spend money going out to dinner or traveling on vacation, let’s spend it in the backyard.”

A Paradox of Buying Habits Leads to Booming Economy For Pool Builders

The paradox in how a pandemic could lead to a booming economy for the pool industry is one Vassallo feels can be explained, “Luckily everyone was still working. Most people were able to work from home given all the new technology we have. There were still those discretionary dollars available and they were able to pull the trigger.”

Las Vegas Pool Builders - Paragon Pools - Joe Vassallo

The situation has created a spike in demand that builders have not been able to fully capitalize on. “We have this downturn in supply and a huge increase in demand,” said Vassallo. As a thought leader in the pool & spa industry, we asked Vassallo if he thought the industry was doing all it could to capitalize on demand right now to which he responded, “I would say we’re probably far from that, I’m sure everyone else is probably like me. The resources just aren’t there to fully capitalize on demand. Manufacturers are at their limit, they just can’t produce enough. I know for me, I’m getting five times more leads than I can handle.”

Pool Industry Unable to Fully Capitalize on Demand

While labor shortages still prevail around the United States, Vassallo says finding enough available bodies still remains a problem. “I just can’t find the people and resources to be able to capture that five times increase, I can’t even capture it three times,” said Vassallo. The limitations are the materials and labor, it’s not there to support what you can design and sell.”

White Hot Market is a good problem to have in the pool industry says Joe Vassallo

A White Hot Pool Market is a Good Problem to Have

While supply and demand issues still remain a problem, Joe Vassallo says it is a better problem to have than the one he experienced a decade ago during the Great Recession. “When there was no one looking to buy a pool.”

Setting Expectations With Customers

There is another problem, however, and that is setting expectations with customers. Given the nature of the sheer influx of consumers interested in a pool versus the amount of labor and materials to actually build them, a backlog is forming. Managing those expectations to capitalize on momentum is essential during this time.

A sentiment to which Vassallo agrees, “The first thing I tell potential customers is that I’m probably not going to be able to get back to you for at least six weeks. That’s before I can even give them a design or proposal and in some cases, it’s gone further than that.”

Passing the Torch

As Paragon Pools moves into its third decade of existence, the milestone is a poignant one for Vassallo who has been slowly making the transition to take a step back. Joe Vassallo Jr. who recently was named PHTA Builder of the Year, is taking a more active role at the helm of operations for Paragon Pools. It is a point of pride for Vassallo Sr. (who received the Builder of the Year Award in 2012) and has been grooming his son over the last decade in preparation for handing over operations to him.

“You have to be very very lucky. First, I’ve always had a very good relationship with my son. I coached him through little league,” said Vassallo, “We did a lot of things together all the way through. When he was in high school during the summers I used to take him out with me and just help me go measure a yard. He would hold the end of the tape while I went around and measured it.”

The process of becoming immersed in that world and learning the trade would take years, but Joe Vassallo says that his son began demonstrating leadership qualities that gave him the confidence he could step back.

“Little by little he started to get more and more involved. I don’t want to say that I pushed him that way but I did not discourage him in any way,” said Vassallo, “he started to demonstrate some talent and I helped him nurture that talent and as time went by he became one of my best designers and salespeople. Obviously, the next step was to run a company. He took to all of that and embraced it and enjoys it.”

Vassallo finds time to engage in passion projects. Float Like a Duck is a swimming initiative started by Paragon Pools.

Vassallo Sr. now spends the majority of his time working on commercial projects and devoting energy to a swim program the company has developed to help local children in their community. The Float Like a Duck program developed by Paragon Pools is something the family is passionate about and is proud to be able to give back to the Las Vegas community.

Establishing a Succession Plan

Putting a succession plan in place for Joe Vassallo Jr. to direct day-to-day operations has been what has allowed Vassallo to focus on his passion projects. Aside from receiving a major acknowledgment of achievement this year, operations have been running as smooth as ever and Vassallo Sr. seems pleased.

Paragon’s reputation as an elite builder continues to grow and as a result, the jobs are getting more complicated, more over the top, and more expensive. “There was a time where we were doing maybe 150-160 pools a year. Now, it’s more like 50 or 60 but they’re much higher-end and more complicated than they were before.”

That type of high-end work is right in the wheelhouse for Joe Vassallo Jr. who is now firmly at the helm guiding Paragon Pools into a second generation that has become synonymous with setting the highest standard in the industry. Clearly, the apple did not fall far from the tree.

Listen to our entire interview with Joe Vassallo Sr. on the Pool Magazine podcast

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Editor in Chief of Pool Magazine - Joe Trusty is also CEO of PoolMarketing.com, the leading digital agency for the pool industry. An internet entrepreneur, software developer, author, and marketing professional with a long history in the pool industry. Joe oversees the writing and creative staff at Pool Magazine. To contact Joe Trusty email [email protected] or call (916) 467-9118 during normal business hours. For submissions, please send your message to [email protected]

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Pool Builder

Basin Pool Designs Has The Right Recipe For Creating Spectacular Luxury Pools

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Nick Buchholz didn’t come into the pool industry through construction or design school—he came in through the kitchen. His early ambition was to become a world-class chef, and it’s that culinary background that now shapes his approach to custom pool building at Basin Pool Designs. Based in Tennessee, Buchholz doesn’t just build pools—he assembles immersive environments with the same precision, layering, and intention as a Michelin-starred tasting menu. “It’s quite similar,” says Bucholz, “starting with the raw ingredients and trying to turn them into something spectacular.” That mindset—equal parts obsessive and creative—has positioned Basin as one of the most design-forward firms in the country, with pools that feel more like art installations than backyard amenities.

At first glance, Buchholz’s journey from aspiring chef to luxury pool designer may seem unconventional. But look closer, and the connection between haute cuisine and high-end pool building becomes apparent. Much like designing a gourmet menu, every Basin project is layered with thoughtful detail, curated ingredients, and a deeply personal creative process. “The process for me is almost the same,” says Buchholz. “I do think about it like I’m building a menu or creating a new dish.”

From Culinary Arts to Outdoor Artistry

Raised in Tennessee, Buchholz initially pursued a career in fine dining, attending culinary school and working under top chefs. But he soon realized the restaurant life—working nights, weekends, and holidays—clashed with the lifestyle he wanted. A friend introduced him to pool and landscape design, and from there, Buchholz’s trajectory shifted.

“I honestly thought I was going to be a chef,” he says. “But I was fortunate enough to get to talk someone into letting me design some projects, and I taught myself CAD.”

As 3D modeling software became accessible, Buchholz saw an opportunity. Unable to hand-draw, he leaned heavily into the new digital tools, quickly developing a skillset that blended his creative instincts with technical precision. He spent years designing for top-tier firms in Phoenix—including California Pools—before moving back home to Tennessee to start Basin Pool Designs.

Basin Pool Designs: Beyond the Ordinary

While many builders in the region chased production work during the pandemic boom, Buchholz went the opposite direction, focusing on highly custom, boutique projects.

“I’m not interested in volume,” he explains. “I want every project to be unique. It doesn’t excite me to get up and build a 20-by-40 rectangle in every backyard.”

This design-forward approach is evident in every Basin Pool Designs project. Whether it’s a highly technical pool application, a modern accent to the overall outdoor living area, or something completely visually unexpected, each project is deeply considered.

And yet, the firm isn’t about luxury for luxury’s sake. Buchholz is just as proud of using materials smartly and economically—another lesson he carried from the kitchen.

“One of my mottos I picked up from an incredible chef I worked for was ‘peasant food fit for a king,’” he shares. “We don’t have to use $100-a-square-foot tile to make it look excellent.”

Sukabumi stone, for instance, features prominently in several of Basin’s projects. It’s not exorbitantly priced, but when deployed with care and context, it elevates the entire aesthetic. It’s this philosophy—refined design, thoughtful materials, and masterful execution—that’s become Basin’s signature recipe.

The Process: Part Art, Part Engineering

For Buchholz, the design journey begins with immersion: understanding the client, the architecture of the home, the surrounding landscape, and the emotional experience the space should create.

“I sweat the small stuff,” he says. “Every little line matters. I want to bring the outdoor project indoors and vice versa, so it feels like one seamless environment.”

Buchholz’s attention to detail isn’t limited to visuals. Basin projects are engineered to the highest standards, with pressure-tested plumbing, compaction testing, and retaining systems that rival commercial installations. That blend of artistic vision and structural rigor is what earns the trust of architects, engineers, and discerning homeowners alike.

One standout project in Brentwood—a 66-foot Lautner edge pool—was constructed on unstable soil, requiring 80-foot helical piers and significant structural coordination before a single drop of water could be added.

Lautner Edge Pool

“We had to build it upside down, basically,” Buchholz recalls. “The pool was laid out before the house was even there, and the elevation challenges were serious.”

Yet the result is flawless: an elevated mirror of still water that reflects the sky and surrounding hills. Shot by renowned photographer Jimmy Smith, the image is so iconic it’s featured prominently on PebbleTec’s website.

A Circle of Inspiration

Though Basin Pool Designs calls Tennessee home, the firm’s creative DNA is informed by Buchholz’s time in the Southwest and his participation in organizations like Tributary Revelation and Genesis. Influences like Kirk Bianchi, Randy Angell, and Ben Lasseter have helped shape his approach.

Basin Pool Designs

“I’ve been fortunate to be around so many good designers,” he says. “But I’m also inspired by people outside the pool world—architects, landscape designers, even chefs.”

Spa & Sun Shelf Design

In fact, one of Buchholz’s favorite projects—a striking elliptical pool set on a private runway in Lebanon, TN—was originally inspired by the nose cone of a DC-9 airplane. The design curves harmoniously with the surrounding garden walls and includes a custom wood diving board installed in the center of a Baja shelf.

Custom Diving Board

“It was a risky design,” Buchholz admits. “But the ellipse was so captivating for that space. Even though the home is all straight lines, the pool just opens everything up in a more organic way.”

Unique Modern Pool Design

Intentional Spaces, Calming Energy

For Buchholz, a successful design isn’t just about form—it’s about feeling. One early-career build, nestled at the foot of Camelback Mountain in Arizona, remains a favorite. With its intimate integration into the home, perimeter overflow edges, and quiet minimalism, the pool delivers what he describes as “a sense of calm.”

Modern Pool Design

“I like still water. It calms me,” he says. “I’m an intense person all day, and when I see that clean design and those earth tones reflecting in the water, it just levels me.”

It’s that feeling—restorative, peaceful, refined—that Buchholz wants to deliver for every client.

Selective by Design

The statement “We don’t build for everyone” appears boldly on Basin’s website. It’s not an attitude of elitism—it’s about alignment.

“I’m passionate and opinionated,” Buchholz says. “It’s easy to tell if a client will respond well to that. And if they understand the level of craftsmanship and experience we bring, then they’re probably a Basin Pool Designs client.”

Luxury Pool With Fire Features

That alignment is key, especially when the firm is asked to push boundaries. From raised spas and fire features to complex geometry and full outdoor living compositions, Buchholz is often asked to deliver the exceptional—and thrives under those expectations.

“Every one of these builds is a different challenge,” he adds. “But that’s what keeps it exciting.”

What’s Next for Basin Pool Designs?

Looking ahead, Buchholz wants to explore designs that blend structure and softness—organic forms with refined precision.

“I’d love to do a full perimeter-overflow circular pool,” he says. “Something modern, but it feels calm. More grasses, more earth tones, less flash.”

Whatever the form, one thing is clear: Buchholz will approach it the same way he approaches every project—with a chef’s discipline, an artist’s eye, and a builder’s commitment to excellence.

Ready to take a deeper dive?

Listen to our entire conversation with Nick Buchholz with Basin Pool Designs on the Pool Magazine podcast.

Photo Credits:
Builder: Basin Pool Designs
Photographer: Jimi Smith Photography

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United Aqua Group Member Builds Dream Pool for Local Boy Battling Cancer, Inspired by Conference Keynote

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UAG - Dominick with Tredway Pools

LAS VEGAS, Nev. (May 22, 2025)— After hearing a moving keynote address at the 2025 United Aqua Group conference, Luke Unger of Tredway Pools in Fort Wayne, Indiana returned home with a renewed commitment to making a difference. Remarkably, on the same day, he received a message about a local boy battling cancer whose biggest wish was to swim in his own backyard pool.

For Unger, the timing felt like more than a coincidence, it felt like a calling.

“When I heard John [O’Leary] at the UAG conference, it really struck a chord,” said Luke Unger, owner of Tredway Pools and United Aqua Group member. “It reminded me that our work can be more than business, it can be a way to change lives. When I saw that message, it was just a no-brainer. We had to do it.”

Skimmer

The keynote speaker shared his powerful story of surviving burns over 100% of his body as a young boy, inspiring UAG members to turn resilience into action and make a meaningful impact with their lives. 

Tredway Pools is preparing to bring Dominick’s dream pool to life.

“This is what our group is all about,” said United Aqua Group President Craig Goodson. “We’re not just a buying group; we’re a network of leaders who care deeply about their communities. Luke’s action is a shining example of the character and compassion our members bring to our industry.”

United Aqua Group frequently hosts events that go beyond technical training and purchasing power. Its annual conference aims to build leadership, foster inspiration, and create lasting partnerships across the pool and spa industry.

For more information, please contact [email protected].

About United Aqua Group

UAG is a premier group purchasing organization serving the pool and spa industry. Since 1963, UAG has empowered its members with access to competitive pricing, exclusive vendor programs, and industry-leading resources. With a nationwide network of over 350 independent pool professionals, UAG fosters a culture of collaboration and excellence, supporting businesses of all sizes and experiences levels in both the residential and commercial sectors.

Learn more about United Aqua Group and how to join here.

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Contractors and Builders

PHTA and ICC Publish ANSI/PHTA/ICC-4 2025 American National Standard For Aboveground/Onground Residential Pools

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PHTA and ICC Publish ANSI/PHTA/ICC-4 2025 American National Standard For Aboveground/Onground Residential Pools

(Alexandria, Va.) – The Pool & Hot Tub Alliance (PHTA) and the International Code Council (ICC) are pleased to announce the American National Standards Institute (ANSI) approval and publication of ANSI/PHTA/ICC-4 2025 American National Standard for Aboveground/Onground Residential Swimming Pools (PHTA-4). 

The newly revised PHTA-4 standard provides recommended minimum guidelines for the design, equipment, operation, and installation of aboveground/onground residential swimming pools. This is an essential document for the pool and hot tub industry, and especially for manufacturers and producers of aboveground/onground residential swimming pools. Consumers who own or are considering installing a pool of this type will find vital safety requirements within.

“PHTA is proud to have spearheaded the revision of this key standard for the pool industry,” says Sabeena Hickman, CAE, President and CEO of PHTA. “We are grateful to have the ICC as a partner as we continue to improve the design, operation, and safety of aboveground and onground residential pools. We could not have accomplished this without the incredible efforts of our volunteers who served on the PHTA-4 Standard Writing Committee and the subject matter experts who provided their insights.”

The changes to the standard include several new requirements which were added with safety features in mind. Pools with a reinforcing strap or belt around the outside must not be designed in a way that it could be used as a foothold for a child to climb into the pool. Detailed content about barriers around the swimming pool was also added to correspond with requirements in the International Swimming Pool and Spa Code (ISPSC). Another new safety-related requirement restricts openings and gaps at a certain level below the water surface to avoid underwater entrapment.

Federal, state, local, and international authorities, as well as industry members and consumers, recognize the need for modern, up-to-date standards governing the design, construction, alteration, repair, and maintenance of swimming pools, spas, hot tubs, aquatic facilities, and other water-containment vessels. Part of the ANSI/PHTA standards development process includes regular review of existing standards to ensure this need is met. The newly revised PHTA-4 standard explains certain criteria for the design, manufacturing, testing, care, and use of aboveground/onground residential (Type O) non-diving swimming pools and their components.

This standard applies to pool builders, manufacturers, producers, pool service companies, certifying bodies, pool designers, public health and building code officials, local municipalities, and pool and spa operators, as well as consumers who wish to enjoy this type of pool.

The new PHTA-4 standard is available to read here or purchase here. For more information, please visit the PHTA-4 webpage, email [email protected], or call (703) 838-0083.

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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.

About the International Code Council

The International Code Council is the leading global source of model codes and standards and building safety solutions. Code Council codes, standards and solutions are used to ensure safe, affordable and sustainable communities and buildings worldwide.

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