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2025 Pool Industry Insights, With Teri Wiltshire, Master Pools Guild

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2025 Pool Industry Insights, With Teri Wiltshire, Master Pools Guild

Few organizations have a clearer view of the luxury pool industry than the Master Pools Guild (MPG). With currently over 105 elite pool builders and construction experts around the globe, the Guild has a finger on the pulse of what’s driving both growth and concern in today’s market. Executive Director Teri Wiltshire is on the frontlines of these conversations, regularly checking in with members, conducting surveys, and hosting mastermind sessions to help the industry adapt.

One of the most pressing topics in recent years has been the rising cost of building a pool. Wiltshire explained, “It’s a combination of rising material costs, skilled labor shortages, increased demand during the pandemic that no one could keep up with. And now inflation and even things like freight and permitting delays all seem to be adding layers of cost to every project.”

For builders, these challenges demand careful financial management and strong communication. As Wiltshire noted, “Budgeting early, locking in pricing with suppliers when this is possible, improving their project planning, making sure that their contracts are up to date, and being transparent with clients upfront—all of those go a long way into creating a successful project outcome.”

The strain is felt differently depending on the region. In coastal states, shipping delays and port congestion push prices higher. In landlocked areas, material transport costs can balloon quickly. And in fast-growing states like Texas and Florida, shortages of skilled subcontractors have added both time and expense to projects. The complexity of the problem is part of why Wiltshire and MPG members are doubling down on sharing best practices across borders.

Protecting the Homeowner’s Investment

While costs rise, homeowners are also seeking peace of mind with such a major investment. Wiltshire emphasized the importance of doing homework: “Review your state’s licensing requirements and make sure the builders you’re speaking to meet all of those. Check their references, warranties, do a deep dive into the warranties they’re offering. Does the company have a physical place of business? Are they PHTA members?”

Continuing education, she said, is another factor that benefits everyone: “Keeping their skillset up to date is going to translate into better service for the consumer.” And of course, she added, “If you ask me, I’m always gonna say that they could check and see if they’re a member of the Master Pools Guild.”

At present, MPG boasts 105 members worldwide, all vetted luxury pool builders. Their website allows homeowners to search by zip code and connect directly with builders in their area.

Pools as Investments, Not Just Amenities

Pools as Investments, Not Just Amenities

The Value Added to Homes

What once might have been seen purely as a lifestyle upgrade has become a tangible financial asset. Wiltshire confirmed what many real estate analysts have reported: “What we’ve seen is that homeowners can recover up to 50% or more of their initial investment depending on the market. But in luxury markets, it’s not uncommon to see a pool make the difference in closing the sale. Realtor, HomeAdvisor, and BankRate all report that adding an inground pool can raise a home’s value by about 7%, even higher in warm climate areas. In California, for example, pools have added up to 10% to a home’s value.”

Several factors determine the return, from design and location to build quality and the surrounding amenities. Wiltshire pointed out, “The quality of the construction and adjacent elements like landscaping and outdoor kitchens, possibly spas, depending on the individual’s preferences—I believe all of those add to the desirability.”

Beyond the Numbers

The pandemic reinforced the idea of home as sanctuary, and that shift remains strong. Wiltshire tied it directly to consumer behavior: “Let’s not forget the health and wellbeing focus post-COVID—a healthy, active lifestyle in an environment that you can control. Who wouldn’t want to be able to provide that for their family?”

That dual appeal—financial ROI and lifestyle enhancement—continues to drive demand even as costs rise. Pools are increasingly part of a bigger picture: an outdoor living environment where families gather, host, and invest in their wellbeing.

Pool Builders Continue To Try and Improve Their Marketing in the New Era

Marketing in the New Era

Why Visibility Matters

If building pools has grown more complex, selling them has become equally so. Consumers are better informed, more research-driven, and more selective than ever before. Wiltshire put it bluntly: “Consumer behavior’s changed. People start online and if they can’t find you, or worse, if what they find isn’t great, you’re immediately out of the running.”

During the pandemic, however, things looked very different. Pools practically sold themselves. Builders joked that you could close a deal on the back of a cocktail napkin—and for a while, that wasn’t far from reality. Phones rang off the hook, waiting lists stretched months or years, and many admitted they were busier than they had ever been. Some proudly pointed to record-setting sales, but few wanted to acknowledge how quickly the momentum shifted once the pandemic bubble burst.

Wiltshire didn’t mince words about the fallout. “A lot of builders took their foot off the gas during COVID because they were all booked out, and now leads have kind of dried up and they’re scrambling to be seen again.”

What was once an environment of effortless sales has shifted into a far more competitive environment. As she explained, “Leads were flowing in organically for a good long while, but that’s changed. It’s tapered off and builders need to reinvest in SEO, local listings, reviews—all the fundamentals.”

Steps to Take Right Now

Wiltshire recommends starting simple: “If they start with their website, they’re active on social, they showcase their work using video and every avenue available, that is a great place to start. And then ultimately, you want to ask your happy customers for their reviews.”

The impact of a testimonial—especially a video one—cannot be overstated. “Trust matters. When someone is about to spend six figures on a pool, they’re not just going to pick a name out of a hat. They want to read a review, they want to see someone standing there or sitting there looking into the screen and sharing their experience and it being a wonderful over-the-top experience.”

Building a Five-Star Reputation

So how can builders generate more of those powerful endorsements? Wiltshire offered concrete advice: “Start with your Google Business Profile. The verification process for that’s changed a little bit and it can be lengthy, but it is worth the time and it’s worth the effort. Make sure that you are well represented on Houzz and Facebook—even Yelp and the Better Business Bureau. And anywhere you can put an image of your work, a beautiful image of something amazing you’ve created, plaster that everywhere.”

Timing matters, too. “It’s never a bad idea to ask right after the job wraps up. Typically, the homeowner is excited and there’s a lot of energy there. They’re ready to dip their toe or dive directly in, so that’s not a bad time to connect. But once everything is finished as well—when that backyard is complete with landscaping and possibly even the outdoor kitchen or the adjacent entertainment area—showcase all of it. Let the consumer see what could be possible in their backyard.”

The Discipline of Marketing

Wiltshire also stressed that marketing isn’t a one-off campaign, it’s a continuous effort. Builders who want to thrive must treat it as part of their long-term business plan: from maintaining fresh photography and updated websites to monitoring online reputation and responding to reviews. For many MPG members, peer-to-peer accountability helps keep that focus.

Looking Ahead

Wiltshire says for members of the Master Pools Guild and the rest of the industry at large, the challenges of 2025 are real but manageable. Rising costs, tighter margins, and shifting consumer expectations demand adaptation, but they also offer opportunities for the builders willing to evolve. Transparency in pricing, commitment to education, and proactive marketing are the keys to thriving in this environment.

“In times like these, the mission is clear,” Wiltshire said. “Deliver more than clients expect—and do it with the integrity and craftsmanship that define the best in our industry.”

Ready to take a deeper dive?

Listen to our entire conversation with Teri Wiltshire, Executive Director for Master Pools Guild, on the Pool Magazine podcast.

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Susie Cuebas

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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Tech Company Fills Dangerous Abandoned Pool After Safety Concerns Raised By Industry Expert

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Tech Company Fills Dangerous Abandoned Pool After Safety Concerns Raised By Industry Expert

A neglected swimming pool sitting on property owned by Micron Technology has finally been filled in nearly three years after the company purchased the site — ending a situation that neighbors and pool safety professionals had warned posed serious risks.

According to recent reports, construction crews this week demolished the boarded-up home on Henry Clay Boulevard in Clay, New York, and filled the abandoned in-ground swimming pool with gravel after months of concerns over stagnant water, mosquitoes, and public safety hazards.

The property had remained vacant since Micron purchased it in August 2023 as part of the company’s massive semiconductor expansion project in Central New York.

A Dangerous Situation Drawing Attention

For pool industry professionals, the story highlights a recurring issue involving abandoned residential pools and the liabilities they can quickly create when properties sit unattended for extended periods.

“You have an unoccupied property that has a potential dangerous condition,” said Wendy Purser of the Pool & Hot Tub Alliance in comments to Syracuse.com last month.

Neighbors reportedly complained the pool had become filled with stagnant water and leaves while remaining openly accessible for months. Concerns ranged from accidental drownings to mosquito infestations and waterborne health issues.

Under New York state building codes, residential swimming pools are required to be maintained in a “clean and sanitary condition.” Local regulations in the Town of Clay reportedly go even further, requiring abandoned pools to be filled to ground level and reported to the town codes office.

The abandoned pool can easily be seen in this Google Earth satellite image of the property.
The abandoned pool can easily be seen in this Google Earth satellite image of the property.

Town Officials Step In

According to the report, town officials were initially unaware of the condition of the property until contacted by reporters in April. Following an inspection, the town secured the property by locking the gate surrounding the pool area.

The situation also drew the attention of local health officials. Onondaga County had reportedly planned mosquito treatment measures for the stagnant water after concerns emerged over disease-carrying insects breeding in the pool.

Two weeks after the issue became public, a spokesperson for Micron stated that demolition and pool removal had already been planned as part of the company’s broader redevelopment work.

What Is Micron Building in New York?

Micron reportedly paid $500,000 for the property, which will ultimately be used to support underground infrastructure connected to the company’s planned semiconductor manufacturing campus.

While many outside the tech industry may not recognize the name, Micron Technology is one of the largest semiconductor manufacturers in the United States. The company produces memory and storage chips used in everything from smartphones and laptops to AI systems, cloud computing infrastructure, vehicles, and advanced electronics.

Its planned New York expansion has been described as a semiconductor “megafab” project that could eventually total roughly $100 billion in investment. The Clay development north of Syracuse is expected to create thousands of jobs while dramatically expanding domestic chip manufacturing capacity in the United States.

The first fabrication facility is currently expected to come online later this decade after delays pushed back earlier timelines. Micron has indicated the broader campus could eventually include four separate chipmaking plants.

Why Abandoned Pools Become a Serious Liability

While the scale of the development may be enormous, the abandoned pool became an example of how quickly neglected aquatic environments can become liabilities — particularly when ownership changes hands and residential properties sit dormant.

For pool professionals, the story reinforces an issue the industry has long emphasized: an unused swimming pool still requires active maintenance, monitoring, and secure barriers regardless of whether the property is occupied.

Standing water in abandoned pools can rapidly become breeding grounds for mosquitoes, algae, bacteria, and other contaminants. At the same time, unsecured pools remain one of the most serious accidental drowning risks for children.

Industry experts frequently point out that even pools awaiting demolition or redevelopment must still comply with local safety and sanitation requirements.

Ultimately, crews resolved the situation by removing the pool entirely — bringing an end to a problem that had drawn increasing scrutiny from neighbors, health officials, and pool safety advocates alike.

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POOLCORP Welcomes John Watwood as President and Chief Executive Officer

Seasoned distribution leader to drive POOLCORP’s next chapter of growth, deepening commitment to customers and supply partners

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COVINGTON, LA., May 14, 2026 — POOLCORP, the world’s largest wholesale distributor of swimming pool and outdoor living products, recently announced the appointment of John Watwood as President and Chief Executive Officer.

Watwood joined the company in January 2026 as Executive Vice President and has quickly made an impact after spending much of his time in POOLCORP sales centers, meeting with customers, engaging with suppliers, and aligning closely with teams across the business. With extensive leadership experience in industrial and specialty distribution, Watwood brings a deep understanding of how to build high-performing teams, strengthen customer connections, and create long-term value in the industry.

Prior to joining POOLCORP, Watwood served as Senior Vice President of Sales and Operations at Motion Industries, a leading distributor of industrial parts and value-added solutions and a subsidiary of Genuine Parts Company. During his career, he has led large-scale sales and operations organizations focused on customer growth, supply chain excellence, and market expansion.

“John has gained the trust of our employees, customers, and suppliers in a very short period of time,” said Kenny St. Romain, Senior Vice President at POOLCORP. “He understands distribution at its core, but more importantly, he understands the value of relationships and the local support that our customers need. Our field teams have seen firsthand his commitment to listening, supporting our customers, and helping us continue to evolve our already successful service model. There’s real excitement across the organization about where we’re headed under John’s leadership.”

Watwood’s appointment marks the next chapter for POOLCORP as the company continues to invest in customer-focused solutions, sales and service excellence, operational capabilities, and technology-enabled experiences designed to help industry professionals grow and operate more efficiently.

“I’m incredibly honored to lead POOLCORP in an industry built on lasting partnerships, trust, and service,” said Watwood. “What has stood out to me most over the last several months is the passion of our people and the strength of our relationships. I am excited to build upon our incredible legacy and look forward to strengthening our support for the industry by deepening our customer and supplier relationships, and continuing to invest in the people, capabilities, and execution that make POOLCORP the best and most value-driven distribution partner.”

About Pool Corporation

POOLCORP is the world’s largest wholesale distributor of swimming pool and related outdoor living products. The Company operates approximately 455 sales centers in North America, Europe, and Australia, through which it distributes more than 200,000 products to roughly 125,000 wholesale customers, including pool builders, retail stores, and service professionals. For more information, please visit www.poolcorp.com.

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When Pool Projects Become Political – Trump’s Pool Contractor Got Review Bombed

Political controversy surrounding the Lincoln Memorial Reflecting Pool put a pool contractor at the center of a national backlash.

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There are pool projects, and then there are projects that stop being about pools altogether.

The resurfacing of the Lincoln Memorial Reflecting Pool has become one of the most politically charged aquatic construction stories in recent memory, dragging a relatively unknown contractor, Atlantic Industrial Coatings, directly into the center of a national media firestorm. What might otherwise have been viewed as a complex waterproofing and restoration project is now being debated across cable news, social media, mainstream newspapers, and Google Reviews by people who have never hired the company, worked with the company, or, in many cases, likely even heard of the company before last week.

As the controversy intensified following reporting by The New York Times and other national media outlets, Atlantic Industrial Coatings’ Google Business profile was inundated with one-star reviews from non-customers condemning the company over the project, the politics surrounding it, and the reported ballooning cost of the renovation itself.

Some reviewers accused the company of “destroying” a national monument. Others referenced the project’s no-bid contract status, allegations of favoritism, and ties between the contractor and President Donald Trump. Several reviews contained no written explanation whatsoever, simply dropping the company’s rating lower with anonymous one-star hits.

For contractors in the pool and aquatic construction industry, the situation raises a difficult question:

What happens when taking on a nationally visible project turns your business into collateral damage in a political war you never intended to participate in?

Public Outrage vs Legitimate Reviews

Review bombing is hardly new. Restaurants, hotels, brands, entertainers, and public figures have all experienced it at one time or another. But the reflecting pool controversy highlights how vulnerable contractors can be when political outrage spills into business platforms that were originally intended to measure customer satisfaction.

Atlantic Industrial Coatings currently sits with a devastatingly low Google rating following a flood of politically motivated reviews. Many of the posts appear to come from individuals who were never customers and never interacted with the company in any traditional business capacity.

That distinction is important.

Google reviews were originally designed to help consumers evaluate legitimate customer experiences. Did the contractor show up? Was the workmanship good? Did the company honor its warranty? Was communication professional? Those are the kinds of things reviews are supposed to reflect.

Instead, Atlantic Industrial Coatings is being judged by people reacting to headlines, politics, presidential associations, and media narratives surrounding the reflecting pool restoration.

To those in the trade reading this, that may feel deeply unfair.

A company can spend years building its reputation one project at a time only to watch its online presence get torched in a matter of days because of a politically radioactive contract.

At the same time, there is another side to this discussion that cannot simply be dismissed.

Critics Are Not Inventing the Controversy

To be clear, the backlash here did not emerge out of thin air.

The core issue driving public outrage is not merely the coating color or aesthetic concerns surrounding the reflecting pool. The controversy centers on allegations reported by major national media outlets that a renovation originally discussed publicly as a roughly $1.8 million repair project reportedly ballooned into $13.1 million without a competitive bidding process.

That scrutiny intensified even further after preservation groups filed suit attempting to stop the project altogether, arguing the Trump administration bypassed historic review procedures and oversight protections surrounding one of Washington’s most iconic landmarks.

Critics argue that a taxpayer-funded restoration project tied to the Lincoln Memorial deserves intense public scrutiny, especially if normal procurement channels and preservation reviews were circumvented.

Those are legitimate public-interest questions.

It’s also true that Atlantic Industrial Coatings had never previously held a federal contract before being awarded the reflecting pool project, further fueling criticism surrounding the administration’s selection of the company. At the same time, President Trump publicly described the contractor as “a guy who’s unbelievable at doing swimming pools” who had worked on projects connected to his properties.

Industry experts have also raised legitimate technical concerns about the renovation itself. Tim Auerhahn, chairman of The Aquatic Council, told The New York Times that the reflecting pool’s longstanding algae and filtration issues would not simply disappear because the basin was coated blue, stating plainly, “Painting is not going to solve that problem.”

It is not unreasonable for journalists, watchdog groups, preservation advocates, or even members of the pool industry itself to question how a federal project increased in scope and cost so dramatically, or whether the work being performed fully addresses the reflecting pool’s underlying structural and mechanical problems.

The problem is that public scrutiny surrounding a project can quickly become public punishment of the contractor itself.

And those are not necessarily the same thing.

Critics are sounding off because of a $13.1 million dollar no-bid contract awarded to restore the Lincoln Memorial Reflecting pool.
Critics are sounding off because of a $13.1 million dollar no-bid contract awarded to restore the Lincoln Memorial Reflecting pool. Photo Credit – Erik Cox Photography

Contractors Rarely Control the Politics Around a Job

One of the realities of working in construction, especially at the commercial or municipal level, is that contractors often inherit political baggage they did not create.

A contractor may bid or accept work based on technical specifications, project scope, deadlines, and compensation. They are not necessarily the architects of procurement policy, government oversight, or political messaging surrounding the project.

If the reports are accurate that Atlantic Industrial Coatings was brought in under accelerated timelines for a nationally scrutinized restoration effort, they may simply have been the company willing and capable of executing the work under extraordinary pressure.

That distinction is important because the online reaction increasingly treats the contractor as though they were personally responsible for every political decision tied to the project.

For contractors watching this unfold, the message is unsettling.

Take on a politically sensitive project and your business may become permanently associated with national controversy whether you intended that or not.

“Trump’s Pool Guy” and the Optics Problem

The optics surrounding the project became even more combustible once national reporting began characterizing Atlantic Industrial Coatings as connected to Trump properties and previous work involving the president’s golf clubs.

Fair or unfair, that framing changed the narrative instantly.

The company was no longer simply a contractor restoring a reflecting basin. It became, in the public imagination, “Trump’s pool contractor.” In today’s hyper-polarized climate, that label alone was enough to trigger backlash regardless of the technical merits of the work itself.

For some people, the project immediately became symbolic of broader grievances involving politics, government spending, favoritism, and executive power.

Once that happened, Atlantic Industrial Coatings was no longer operating inside the normal rules of reputation management.

They became a proxy target.

Is Google Responsible for Fixing This?

That question is becoming increasingly difficult for platforms to ignore.

Google’s policies prohibit reviews from people who did not have a legitimate experience with a business, and many of the reviews targeting Atlantic Industrial Coatings appear to fall squarely into that category. Several are openly political, some contain no actual review content, and others seem tied entirely to reactions from national news coverage rather than firsthand customer experiences.

At the same time, the situation is more nuanced than a traditional fake review campaign.

Critics would argue the company accepted a highly visible public contract tied to taxpayer money, historic preservation concerns, and a politically charged administration. Supporters counter that Google Reviews were never intended to become a public referendum on federal politics or presidential decision-making.

That’s really the issue.

Atlantic Industrial Coatings is not being judged primarily on workmanship, communication, or customer satisfaction. The company is being judged on a national controversy surrounding a project most reviewers have no direct connection to.

For contractors, that’s a troubling precedent.

Because once online review systems become vehicles for political outrage rather than legitimate customer feedback, any company attached to a controversial public project can find its reputation under attack regardless of the quality of its work — suddenly becoming one headline away from being the next target.

Watch this article as a video:

Featured Photo Credit: ZUMA Press, Inc. | Alamy


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