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Chatting with Pool Design Innovator – Noah Nehlich

Discussing his start in the pool industry and release of Vip3D 3.0. Product feedback from designer Kyle Franco.



Today we're chatting with Noah Nehlich of Structure Studios and learning more about Vip3D 3.0

For the past decade Pool Studio has been a favorite design software for professionals in the pool industry. With the release of Vip3D 3.0 the software has evolved to move the future of Pool Design into an artform all it’s own. The new capabilities of the software make 3D renderings more realistic than ever before. Today we’re chatting with Noah Nehlich, the innovative genius and driving engine of Structure Studios – developers of Pool Studio, VizTerra, Vip3D, and YARD.

We wanted to give our readers the complete backstory about Nehlich and Structure Studios. In the course of our discussion we found out how he first got his start in the pool industry and talked about some of the amazing new features in Vip3D’s latest release. We also talked with one of the beta testers and top pool designers – Kyle Franco, to get his assessment about the new features in version 3.0.

Today, we're chatting with Noah Nehlich - Founder & President of Structure Studios
Today, we’re chatting with Noah Nehlich – Founder & President of Structure Studios

The Story Behind Noah Nehlich & Structure Studios

Noah Nehlich has certainly come a long way in his career. Twenty years ago he had aspirations of being a video game designer. He spent the majority of his time designing game levels and mods for popular computer games. The trajectory looked set for a career in Gaming. That was, until the day he happened to incorporate one of his brother-in-laws pool designs into a game level he had modifying. Nehlich had been inspired by the design (a geometric pool with fire bowls) and replicated it into a 3D model.

The rendering which would be considered rough by todays standards was pretty cutting edge at the time and utilized the Unreal Engine found in some of the most popular computer games of the day. When his brother-in-law saw the end result he was floored. Word began to quickly get around. Joe Vassallo (an industry veteran) who was with Paddock Pools at the time, had seen a demonstration and introduced Nehlich to Buzz Ghiz of Paramount.

Ghiz, (a legend in his own right in the pool industry) was impressed with the young man and the technology. Ghiz asked Nehlich to give a presentation of his 3D pool designs.

“I’m 19 years old and there I am… in a corporate boardroom, giving a presentation for the very first time in my life. But it’s going well, I mean, there were audible gasps in the room.”

Noah Nehlich – Structure Studios

From that point Nehlich’s path transitioned from Gaming Designer to Pool Designer. Nehlich had begun providing design services for a variety of diffent pool companies. He had put together some 3D Pool Packages and began functioning as a design consultant for pool builders across the country.

At first Nehlich offered 6 different pools with 3 variations each for $5,000. The design packages he offered sold quickly. Pool companies noticed that 3D renderings helped them dramatically shorten the sales cycle. Nehlich observed that while his product was very successful, his business model still wasn’t. He noticed that he still wasn’t making much profit as a Pool Designer. “The process simply took too long.” said Nehlich.

Nehlich knew that 3D rendering technology would streamline the sales process and change the pool industry.

Pivoting to Software Development

Nehlich knew that converting his design process into a software was the correct path towards establishing a much more profitable business model. It was at this point that he began working with a team of developers in order to help bring his vision for the product to life. Nehlich found a group of initial investors and began the arduous process of developing a software and bringing it to market.

Innovation comes with struggle

“The journey wasn’t without it’s struggles.” says Nehlich “It took four years and we went 10 times over our original projected budget for developing the software.”

Early investors threatened to walk numerous times, Nehlich explained. The stress of potential failure was something that he coped with daily during development. Still, he continued to throw everything he had at his idea. When down to his last $1.18 in his pocket, Nehlich found that he had exactly enough money left for a poor man’s feast at Taco Bell. He paused for a second and seemed to reflect on this for a moment during the course of our conversation.

With the software still left unfinished, Nehlich was some how able to convince investors to continue with the project. Investors agreed not to pull the plug, provided he was able to complete a sale. At the 11th hour, Nehlich had managed to sell Viking Pools a 3D Rendering package for $20,000. The cash infusion brought investor confidence back in Nehlich, enough to see the software project through to it’s fruition.

Fast foward to 2004 – Structure Studios was staring at 400 pre-orders valued at $2,000 each. First year revenue of $800,000 from a grass roots effort of showing off the product one builder at a time. “There were no crowd funding platforms like Kickstarter back in ’04, they simply didn’t exist yet.” said Nehlich.

Nehlich and his team had successfully managed to build enough confidence with early adopters to grow his software Pool Studio into a viable product and Structure Studios into a thriving company.

Pool Studio would revolutionize the industry by giving designers the tools they needed to produce sophisticated 3D renderings.
Pool Studio would revolutionize the industry by giving designers the tools they needed to produce sophisticated 3D renderings.

The software and company which Nehlich had founded, suddenly began receiving tremendous attention. During conventions and tradeshows, throngs of spectators were huddling 20 deep just to grab a glimpse of the incredible new 3D technology in action.

The product however, was still very new for the industry. Builders were in awe of the capabilities, but Structure Studios was still finding difficulty achieving mass adoption with their new product.

“In 2008, the economy was riding high and many builders felt they still didn’t need 3D in order to close sales.” said Nehlich. This was in spite of the fact that more and more companies began incorporating 3D in their sales presentations.

By 2009, The Great Recession had hit the pool industry hard and perceptions slowly began shifting. “Builders found increasing competition in the market.” said Nehlich. “The economic downturn had suddenly made it much more difficult for them to close sales.” he continued.

Builders vying for those same discretionary dollars suddenly found that they needed a differentiator to help give them an edge. Structure Studios answered by providing them the means to compete at a whole new level. Nehlich had helped usher in a new era, providing the pool industry with the software necessary to Design for Story. Homeowners could now completely visualize what their outdoor project would look like from start to finish as a realistic 3D representation.

Demand for Nehlich’s 3D design software began to skyrocket. Structure Studios would ultimately wind up releasing a variety of different software products that catered to pool designers as well as landscape and hardscape designers.

  • VizTerra is the Professional Designer’s Choice. Customized for landscape, hardscape, and outdoor living and garden designers as well as builders and architects.
  • Pool Studio is an intuitive interface with 3D design tools that enables designers to create immersive 3D presentations. The software makes generating expertly designed swimming pools a breeze.

In 2009, Structure Studios combined the two softwares together into a unified platform and released Vip3D which is actually an acronym for Vizterra in Pool Studio. The new software combined the best aspects of both and was an immediate success. With tremendous confidence in the future of his product, Nehlich leveraged every penny he had during the height of the recession in 2010 to purchase 100% ownership of Structure Studios.

Over the years, Nehlich and his team have continuously worked on their platform to refine and improve the experience for both the end user and the consumer. Recently they released their newest version of the award winning platform. A new and improved rendering engine supports many of the innovative features now found in Vip3D.

New Enhancements in Vip3D 3.0

  • Next-level realistic real-time 3D rendering
  • Edit shapes instantly in 3D
  • More automatic terrain data
  • All new material library

One of the aspects that Nehlich and his team worked hard on improving in 3.0 is the realism in 3D graphics. “The consumers tolerance for 3D changes with the technology.” said Nehlich. “The bar for realism in 3D environments goes up each year.”

Pool Designer Kyle Franco Beta Tested Vip3D 3.0

To get a pulse of how the new features in Vip3D are perceived in the industry, we decided to contact Kyle Franco, a top pool designer and one of the beta testers of Version 3.0.

We asked Franco, co-owner of Premier Pools & Spas in Fort Worth, what he thought of the new version. Franco, who has been using the software for years, makes great use of the platform. A top performer for the Premier Pools organization; his 3D pool designs are helping him develop his social media following.

Kyle Franco -showcasing some of the new functionality found in Vip3D 3.0 - Seen here: More realistic flame effects, depth of field and fireflies which Franco incorporated into his sales presentation.
Kyle Franco -showcasing some of the new functionality found in Vip3D 3.0 – Seen here: More realistic flame effects, depth of field and fireflies which Franco incorporated into his sales presentation.

“The new version really allows me as a custom designer to take things to the next level with more details.” said Franco, whose designs can also been seen on DIY Channel’s TV Show – Pool Kings. “As a builder it helps provide a better visual for the homeowner so that they have the right expectations when the pool is completed.” he continued.

“I nearly perfected the old version and was excited to see this come out and begin working on it!” said Franco, “The new functions in version 3 allow me to design even faster than before, which is a huge bonus for someone like me.”

We asked him to elaborate on what other improvements he liked. “One of my favorite things about the new version is the detail in color, and presentation mode. All the options to really spice up the images and videos, are incredible! All in all, just an amazing update… I have all 5 of my designers using it!”

The Future of Pool Design

Nehlich says the future for 3D Pool Designs is even brighter as we move into 2022 and beyond. “As mobile processors and hardware catches up, we continue to innovate and improve upon our products.” said Nehlich.

Augmented Reality is one of the emerging technologies Structure Studios has invested in - Seen here: YARD (Your Augmented Reality Designer) app which enables homeowners to visualize pool designs in real time.
Augmented Reality is one of the emerging technologies Structure Studios has invested in – Seen here: YARD (Your Augmented Reality Designer) app which enables homeowners to visualize pool designs in real time.

Emerging technologies like Augmented Reality, Aerial 3D Mapping and Virtual Reality have found a home in the product. Structure Studios release of YARD (Your Augmented Reality Designer) a new add-on available for Vip3D customers is a testament to their investment in continuously improving the design platform.

Companies like Cody Pools, Anthony Sylvan, and Presidential Pools are already early adopters of this new technology. Wearable tech like the Oculus is also dramatically gaining traction with builders as a means to immerse potential buyers in the design and shorten the sales process.

Feature Photo Credit: Kyle Franco – Premier Pools & Spas

5/5 - (30 votes)

Editor in Chief of Pool Magazine - Joe Trusty is also CEO of, 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 or call (916) 467-9118 during normal business hours. For submissions, please send your message to

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Claffey Pools Acquired by Riverbend Sandler Pools



Claffey Pools Acquired by Riverbend Sandler Pools

The pool industry has seen a spate of recent acquisition announcements. The latest, being the recent acquisition of Claffey pools by Riverbend Sandler Pools. Backed by Chicago-based Concentric Equity Partners, they are continuing efforts to consolidate the swimming pool construction and maintenance industry in the Dallas-Fort Worth market.

The acquisition agreement was signed on December 31, 2021 but only made public on Thursday. Full details about the exact terms of the deal were not disclosed.

This marks the third major pool builder purchased by the holding company, after acquiring Pulliam Pools back in November. The acquisition of the Fort Worth-based firm made it one of the nation’s largest pool construction companies.

This recent acquisition of Claffey Pools which is ranked within the nations top pool construction companies with about $32 million in reported residential construction revenue in 2020. A builder of high-end inground swimming pools, Claffey’s average pool project costs around $142,000.

Riverbend Sandler intends to make considerable advancements by acquiring existing service and maintenance companies, in addition to focusing on construction. Consequently, they hope to become a key service provider in the state’s pool service and maintenance sector.

This in itself appears to be a key decision point for the Claffeys who are looking to expand their pool service and maintenance divisions. Last year’s Texas Pool freeze caused unprecedented amounts of damage across the Lone Star state and saw Claffey perform over 1,000 repairs as a result.

In regards to any restructuring of the organization, the Claffeys, along with their 95 employees, will remain with the company. Riverbend Sandler has announced its intentions to continue its expansion. It will continue to concentrate on Texas, for the time being, looking seriously to expand into the Austin, Houston, and San Antonio markets after having established the predominant marketshare in the Dallas area.

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GENESIS Announces Newest Platinum Sponsor: Pool Magazine




GENESIS Platinum Sponsor - Pool Magazine

(Alexandria, Va.) – GENESIS is pleased to announce its newest Platinum Sponsor, Pool Magazine. The GENESIS sponsorship program showcases companies that are dedicated to the highest standards of best practices, quality, and ethics in the pool and spa industry.

“We look forward to collaborating with PHTA and expanding our relationship as a Platinum Sponsor,” says Joe Trusty, CEO & Editor-in-Chief. “We are excited for this next chapter and look forward to making a positive impact on the industry.”

As a Platinum Sponsor, Pool Magazine will have the opportunity to maximize its brand visibility, connect with thousands of engaged industry professionals, and unlock valuable opportunities.

“We are delighted to add Pool Magazine to our distinguished list of Platinum Sponsors,” says Janay Rickwalder, Vice President of Communications and Public Relations of PHTA. “Pool Magazine has everything we look for in a partner: quality services that can benefit our members, an understanding of the importance of continuing education, and a finger on the pulse of industry trends. I am excited for this collaboration and to working together in 2022.”

For more information, please contact Janay Rickwalder, PHTA’s Vice President of Communications and Public Relations, at or 703.357.3918.


About the Pool & Hot Tub Alliance 

The Pool & Hot Tub Alliance (PHTA), a non-profit organization with nearly 3,500 members from around the world, was established in 1956 to support, promote, and protect the common interests of the $36.5B pool, hot tub and spa industry. PHTA provides education, advocacy, standards development, research, and market growth to increase our members’ professionalism, knowledge and profitability. Additionally, PHTA facilitates the expansion of 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

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Pool Contractors Gift New Pool To Grandma After Disaster



Pool Contractors Gift New Pool to 80 Year Old Grandmother in Indianapolis

A group of pool contractors are the answer to one homeowners prayers. For years, Kitty Smitth, an 80-year old resident of Indianapolis, had dreamed of having an inground swimming pool for her 29 grandchildren and great-grandchildren to enjoy. Smith had just recently used her life savings to purchase a home and property in South Indianapolis that she was hoping would allow her to finally realize those dreams.

Smith acknowledges that the home she purchased needed a lot of work inside, but held out hope of enjoying the backyard with her family. For Smith and her grandchildren, the backyard pool meant a safe haven from the dangers of the pandemic that was sweeping across the country last summer.

“They were here, swimming and playing. I can’t tell you how great that was. This has just been my dream my whole life,” she told reporters.

Smith’s pool collapsed after a snowstorm this February. Photo Credit: WTHR

Future summer dreams would be put to an end this February when a winter storm caused her pool to collapse into a heap of disintegrating concrete and collapsed fiberglass walls. Smith was horrified to find that her backyard pool had collapsed in on itself in the night. “My whole body just started going numb and shaking. I couldn’t believe what I was seeing,” she told reporters.

An engineering report was conducted to determine the cause of the failure. Analysis determined that a leak may have contributed to its collapse. A new pool cover, which had just been installed, combined with the inadequate water level in the pool may have contributed to adding stress on the walls of the pool.

To add insult to injury, Smith quickly found out that her homeowners insurance would not cover the damage. Despite being a customer of the same company for over 40 years and having a policy that includes the replacement cost of an inground pool, her insurance company refused to pay a cent. They claimed her policy excluded any leak in the structure of the pool.

Smith was faced with an impossible problem. The cost of installing a new inground pool would be at least $60,000 plus an additional $20,000 for hauling away the debris from the old pool that had collapsed. “I just put everything into my house”, Smith told reporters, indicating that she didn’t have the financial resources to rebuild the pool. She stated that she felt like her insurance company had left her high and dry.

Smith contacted investigative reporters and discussed her problem with them. The reporters shared her story with some folks they knew in the pool industry that could help lend a hand. Ultimately, eight separate Indiana companies came together headed up under Automatic Pool Covers owner, Michael Shebek. Shebek pooled his resources and network to help put together a team that will help rebuild Smith’s backyard.

What is truly incredible about this story is that although some of the companies on this list are competitors, they are all united in the single goal to help one local resident recover the usage of her pool.

Shortly before the Thanksgiving holiday, Smith was greeted with the surprise of a lifetime. The contractors who have agreed to rebuild her pool at zero cost, showed up at her house along with the 13news team to break the good news. Overwhelmed with emotion, Smith hugged them all and said “I don’t know your names but I know your hearts,” telling the contractors, “I love you.”

A team of local pool contractors has vowed to help Smith rebuild her pool. Photo Credit: WTHR

Smith will hopefully have a new pool to enjoy with her grandchildren this summer. The contractors have all assured her that the unsightly mess in her backyard will be removed and a new pool installed. The entire cost of the project is estimated to cost approximately $90,000.

“Just no words. There aren’t words big enough to thank everyone,” Smith said. “I’m just so thankful.”

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