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Say No To Doing Free Pool Designs

Builders need to start saying no to doing free pool designs. This practice devalues the service designers provide.

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Say No To Free Design - Free Pool Designs Are Bad For The Industry

Pool design has changed dramatically over the last decade. In the past, builders either did a hand drawing or used a series of stencils to quickly come up with a pool design concept. It’s only been within the last decade that pool companies felt the need to begin incorporating free designs into their sales process. In years past this had become a common practice. Builders created advertisements with tag lines like “Get a FREE Design” to attract homeowners, hoping to sell them a pool and gave the designs away for free.

The days of having to give away free designs are over. Ads like this hurt the industry.

One thing that the pandemic has done is reignite an interest in swimming pools the likes of which has never been seen. The days of having to go that route and give away a valuable service like design are behind us. Builders no longer have to do that to entice homeowners. These days everyone and their mother-in-law wants a pool. It’s time to start saying no to free design.

A decade ago using 3D design presentations was considered a differentiator. Over the past 10 years that perception has changed. These days the majority of large pool companies incorporate some aspect of 3D design as part of their sales process. Homeowners have come to expect a 3D rendering and their tolerance for quality is quite high given the status of the technology available today.

Why Giving Away Design Is Bad For The Industry

One major and significant aspect of doing designs is often overlooked and that is the amount of time needed to create a sophisticated 3d design. Even when using cutting edge technology like Structure Studios, a design could take anywhere from hours to even days or weeks to complete depending on how elaborate the design plan is.

The average homeowner in 2021 expects to see a 3D rendering of what their pool design will look like.

Accommodating every single prospect that could conceivably want a pool this season with a 3D design is impossible says Cameron Rhodes, co-owner of Southern Poolscapes. “We’ve gotten away from doing free designs a while ago. Honestly, with the amount of folks that want an inground pool right now, you really don’t need to be doing that anymore.”

Ryan Baird of Beyond Blue Pools in Houston said that he has done away with free designs altogther. “Honestly, I feel like if a homeowner truly values the work that is going into the design they should pay for it. There is a cost associated with doing these designs as well as how much time they take.” said Baird whose design / build firm has had their busiest season ever.

Design is a Painstaking Process

There is a growing consensus in the pool & spa industry to do away with free designs. Many experts feel that offering a design service for free commoditizes and devalues the creativity and labor that is involved with creating a custom backyard design for the customer.

The entire process of creating a custom 3d rendering for a customer is a time consuming process. So why not charge for it?

The level of detail and intricacy programs like Vip 3D are capable of achieving has upped the bar for pool designers considerably. An incredible amount of personalization is involved with creating one of these designs. Just learning the software itself takes professional pool designers a long time to perfect.

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Swimming pool designer Brandt Gibert of Windgate Custom Pools said his process is seldom a one off design. “Each version of one of my designs takes me a few hours to complete and customers sometimes want to see 2 or 3 different concepts before they come to a decision.”

Say No To Doing Free Pool Designs
Even using a design template involves hours of customization to create a backyard design. Photo Credit – Dan Everton

“Even using a design template only gives you the basis for creating a foundation for a backyard design. It’s not like you can hand that to a customer and say here’s your design.” said Denis Nadeau of Your Backyard Haven in Ontario. When formulating the overall design concept of the pool, experts say it’s difficult or impossible to make a one design fits all type of solution.

“There is no cookie cutter or templatized approach towards designing custom luxury inground pools” said Jason DeBosky of Crystal Blue Aquatics, “People want something unique. A truly discerning homeowner is going to want to see their home, their environment, and the elements discussed during project planning in their design concept. I don’t know how you make that happen with a template.”

Lack of Accreditation

Being a designer in the pool industry has its own unique set of challenges. Most designers get their experience once they are actually in the industry. While there are a number of training programs such as Genesis and Watershape University, there are currently no prepatory or formalized college programs specifically focusing on pool design. Quite often, pool builders who are adept at construction struggle with learning the design aspect and mastering the software. In fact, many builders prefer to subcontract out the design process entirely and pay a staff to produce designs for their customers. Which makes one wonder, if companies are paying for the designs, why are they giving them away for free?

Education is one thing that differentiates pool designers from landscape architects or engineers. Each has accredited college degrees associated with those disciplines. Many pool builders say that not having a pool design focused degree they can hang their hat on has been what has held them back from charging for their services.

The vast majority of professional designers have spent weeks and months first learning and then perfecting this new design craft by watching a series of tutorials and engaging in the trial and error process of teaching themselves to be 3D designers without any formal instruction. This certainly begs the question “how does the pool industry determine who is qualified to be a pool designer?” It’s not an easy question to answer.

One question that is easy to answer is “why stop giving away free designs?” Many pool companies are reluctant to do away with free design because they consider it a value added service. This train of thought is flawed and I’ll explain why. Companies that don’t charge for design train customers to associate zero value with the service.

Truth be told, each design takes someone a substantial amount of time to create. When accounting for the hundreds of man-hours spent learning the software and adding on the recurring costs of purchasing high-end computer hardware and 3D rendering software it all adds up.

The toll on the design staff performing their 20th round of revisions to Mrs. Jones’ pool just to get her to sign the contract is mentally taxing, especially when you’re not being paid for them. The price tag associated with allowing that process to continue during this climate when pools are practically selling themselves is unfathomable. If you are still offering free designs, you should probably stop.

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Pool News coverage brought to you by Pool Magazine's own Marcus Packer. Marcus Packer is a 20 year pool industry veteran pool builder and pool service technician. In addition to being a swimming pool professional, Marcus has been a writer and long time contributor for Newsweek Magazine's home improvement section and more recently for Florida Travel + Life. Have a story idea or tip you'd like to share with Pool Magazine? Email [email protected] your story idea.

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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.

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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.”

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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