Pool News
Exit Interview With Fluidra President – Troy Franzen
Troy Franzen chats one-on-one with Pool Magazine about his tenure as President of Fluidra North America
Fluidra announced that Troy Franzen would be retiring and that Lennie Rhoades would be stepping up as the new president of Fluidra North America. We had the opportunity to catch up with Troy to conduct an informal exit interview on the Pool Magazine podcast.
(Pool Magazine) PM: So are congratulations in order Troy, are you officially retired right now?
(Troy Franzen) TF: I am officially retired right now as we speak. This is my first week at home where I’m not looking at my phone every five minutes. It’s a different feeling, but yes, it’s kind of official as we speak.
PM: That’s terrific. 12 years with the company was a real achievement. You’ve had a great run and some big milestones with Fluidra. You were with them a long time, can you talk to us a bit about your experience with them?
TF: It was fantastic. I look back and twelve and a half years seem like it’s flown by. The last three years, as we know, kind of put time into a different kind of context.
PM: What changed in your life while you were president of Fluidra?
TF: What changed in my life? Oh, boy. Well, when I started with this company, I had three young children. Now, twelve and a half years later, I have three adult children that are almost all through school or working in post-grad school and so that’s made me proud. That’s been a big change in my life. I’ve learned a ton about certainly the industry, our company, and the pool business. It’s been a pleasure along the way.
PM: We know you played a significant role in the transition from Zodiac to Fluidra. I mean, you were there at the very start. Can you talk to us a bit about that and some of the other acquisitions, mergers, and changes that you saw happen during your time with the company?
TF: In 2010, I would say that we were then owned by Carlyle Private Equity. We were under the label of the company name Zodiac Pool Systems. If you go back and think about what occurred leading up to that time period with the housing market and of course the great recession that took place, it was a dramatic time frame not only for the industry but for our company.
The company changed dramatically as the economy kind of took a turn for the worse. A lot of under-investment or no investment or stripping of costs was taking place when I came on board. I would say the company was a little bit rudderless and lacking in direction. It needed some investment in key areas like customer service and quality and sales. It was a difficult time, but on one hand, it was nice to come in when things were at the bottom. There was only one way to go with that.
Bruce Brooks, our current CEO, and I were of like mind having worked together in the past. We set our sights on building a great company and not thinking about the short term and not thinking about flipping the company. We started thinking about building out a brand. Building out a quality infrastructure. Putting together a sales and customer service strategy that was focused on the customer. Y’know? Really saying ‘Hey, what do we want this company to be today?’ That was twelve and a half years ago, and the results speak for themselves.
PM: You’ve had a few big milestones over the last couple of years. Taylor Technologies, SR, Smith, CMP. There are some big acquisitions there.
TF: If you can go back before that, we weren’t doing a ton of acquisition work early on because we were still building out the foundation and fundamentals. We bought a company called Savi Lights years ago. Nicheless LED technology had some early quality challenges, but that acquisition kind of put us into the lighting category. We went on to buy a small company called Grand Effects, which kind of got us into that high-end decorative fire and water feature space.
When the pandemic kicked in was when a lot of companies kind of went into hiding or thought things were going to turn really bad. Not only did the market start to turn for the good, but Fluidra doubled down. The board gave us a lot of support not only financially, but gave us the leeway to go get aggressive.
We started with CMP custom molded products out of Atlanta, which kind of got us into a different vertical of spa OEM products, which we’re excited about. We also expanded our offering with alternative sanitizers, white goods, and some other products that fit in nicely with our Jandy and Polaris bundle. Then we moved on and bought eventually bought S.R. Smith up in Oregon. That got us into a lot of the deck equipment like slides, rails, diving boards, and then also allowed us a nice baseline of business to expand the commercial portfolio. Wrapping up with Taylor Water Technologies out of Maryland. It’s been a nice little bolt onto the family.
PM: These are some tremendous milestones. Troy, now that we’re getting to the point in our conversation where we’ve got to ask you, what made you decide to take this moment to retire?
TF: Oh, boy, I don’t know that there was one AHA moment. I always said I wanted to retire early, and I was naive enough to say when I was 21 that I’m going to retire when I’m 50. In fact, I missed my goal. I’m a little bit late but I always wanted to take time to do the things that I want to do; while I could do them, on my own schedule. I love sports, so to use a sports analogy, I didn’t want to go out on a low. I didn’t want to get carried out off the field on a stretcher and I wanted to make it my decision.
Fluidra had this incredible run of success. I would lie if I didn’t say the last couple of years have been incredibly rewarding, but they also have been challenging and especially when you throw the acquisition work on top of just the day-to-day heavy lifting that took place to service our customers.
It was time to take a break. I think late last year Bruce and I started talking about succession planning. As a public company, one of our jobs is to be stewards for the future, not just for now. How do you have a successful transition of power? So I said I’m ready to take a break, let’s start thinking about a handoff. That’s kind of when this started, almost about ten months ago. I know it kind of just was recently announced, but in fact, in my mind, the plan has been going on for some time now.
PM: Lennie Rhodes is going to be moving into your role. His previous role was CEO for Big Ass Fans. I saw he was VP at Husqvarna and before that Director of Marketing for Electrolux. This kind of unexpected move of bringing in a company outsider to the role, what was the strategy behind that decision to look outside the organization?
TF: Well, some people may call that an unexpected move or unconventional move, but I actually came from outside the industry when I came on. He’s got an incredible background. I think if you look at the companies he’s worked for, he’s worked in very similar kinds of channels and industries that we’re dealing with. Working through distribution is in his background. So I think Bruce thought that that was an important aspect. We wanted someone that would bring a new perspective, and diversity of ideas if you will. I think that’s why we landed on Lennie. I’m pretty excited. I spent a lot of time with him and in fact, I think the company is going to be in fantastic hands.
PM: Usually when there’s a change at the top, there’s a lot more change coming. What does the change in leadership look like for the rest of the executive organization as well as the rank and file of Fluidra North America?
TF: People have asked what I’m proud of leaving behind. I think that’s the leadership team we have in place at Fluidra. Twelve years ago we were always kind of the green, inexperienced, kind of rudderless management team. We have turned the corner and I would say over the last seven years, there’s been kind consistent, solid leadership, and a strategic plan. We’ve been a stable group in the industry. I’m very pleased and proud of the team we have in place. We’ve got a really solid, stable, mature executive leadership team and frankly, I don’t anticipate any changes in leadership.
PM: Lennie Rhoades is stepping in at a particularly challenging time. What advice as parting president, were you able to offer Lennie about what obstacles lie ahead?
TF: I started in 2010 so I kind of started, I don’t want to say a similar time period, but because I don’t think what’s going on now is going to have the same curve or the same kind of decline that occurred in 2008. Certainly, we are in a period of softening. We can debate whether we’re in or heading toward a recession, but I think the fundamentals are sound. My advice to him has been, don’t overreact. Don’t do anything in the short term that will impact a business that’s really stable.
Of course, he’ll have his own leadership style and he’ll have his own approaches, but I advised not to let the short-term media cycle or what’s going on with the economy affect what’s a pretty good organization with a good strategy. Stay the course. Look for ways to improve. Look for ways to drive more efficiency and unique ways to go to market. But don’t overreact to a short-term economic downturn.
PM: What are your plans now? What involvement, if any, do you plan to maintain with Fluidra as you exit the organization?
TF: On a personal note, I plan on taking a break, traveling with my wife, and spending some time with my three grown children. I’d love to get involved with volunteer charity work in my community. I do intend to help Bruce and the board and the leadership team in any way possible.
If there’s any future consulting or outside work that they need help; I don’t know, maybe it’s due diligence or looking at any future acquisitions. I’ve kind of signed on to help as any special projects come along and in the very short term plus help Lennie steer the way. Any questions he has or any doors he needs to open, I’m happy to help because it’s in my and everybody’s best interest to.
Y’know, I think the best has yet to come from the company. Although there’s a little bit of a soft spot in the economy, the future is really, really bright and I think you’re going to see big things out of Fluidra in the future.
Listen to our entire conversation with Troy Franzen on the Pool Magazine podcast
Poolside Adventures and Landmark Aquatic have joined forces to bring big-impact attractions with a small footprint to aquatic facilities across the country. The partnership pairs Poolside Adventures’ AquaClimb®, AquaZip’N® and AquaNinja® FLX attractions with Landmark’s expansive nationwide reach and proven expertise in aquatic facility design, construction, renovation, and maintenance.
Poolside Adventures attractions add excitement to aquatic facilities without a major renovation because they anchor directly to an existing pool deck with no water hookups, special tools or added concrete and reinforcement. In fact, the modular AquaClimb® walls can start with one section and grow with budgets. The AquaZip’N® is rapidly becoming a new, safer alternative to diving boards as it only requires four feet of water depth, can be installed in just a few hours, and has a throughput of six riders a minute.
“Some municipalities can’t afford a new water park or perhaps cannot renovate their pool this year,” said Cherie Moy, VP of Marketing and Strategic Partnerships for Poolside Adventures. “Our products are an easy answer: a big impact with a small footprint, adding an ‘active attraction’ that makes the pool more exciting.”
“Landmark has a large footprint across the country, and we’re especially excited about their reach into HOA communities, a growing market where our partnership has already led to multiple installations,” said Moy. “Together, we will help clients find the right fit for their space, their budget and to add action and adventure to their pool experience.”
Matt Cappello, Vice President of Design at Landmark Aquatic agrees saying, “We’re excited to collaborate with Poolside Adventures to promote the versatility, ease of installation and entertainment value their products will bring to more pools across the country.”
About Landmark
Since 1967, Landmark Aquatic has helped communities and organizations bring complex aquatic facilities to life and keep them performing. Today, we are the nation’s largest integrated commercial aquatics platform, providing design, construction, renovation, restoration, and maintenance services nationwide. Our construction-led expertise and long-term service capabilities give customers one trusted partner across every stage of a facility’s lifecycle. For the life of your pool. Learn more at www.landmarkaquatic.com.
About Poolside Adventures
For more than 20 years, Poolside Adventures’ flagship AquaClimb® has led the market for poolside climbing walls. Its full line, including the AquaClimb® Luxe, AquaZip’N® and AquaNinja® FLX, delivers challenging, safe fun for swimmers of all ages. For more about Poolside Adventures visit www.aquaclimb.com.
Vic Harshman brings extensive pool building experience to key leadership role
- Decades of proven pool construction experience across Nevada, Arizona and Texas
- Previously served as Shasta Pools’ exclusive excavation contractor
- Predecessor handpicked Harshman to grow position under new leadership team
SCOTTSDALE, Arizona (October 5, 2026) – Shasta Pools, Phoenix Metro’s most recognized pool builder, named Vic Harshman as Head of Residential Construction. Harshman joins the new leadership team with more than three decades of hands-on industry experience and a long-standing relationship with the company to one of its most critical leadership roles.
Harshman has held senior construction leadership positions in Arizona and Texas, and worked closely with Shasta Pools, developing firsthand knowledge about the company’s standards, culture and customers. The appointment reflects the momentum Shasta Pools has built since its August 6 acquisition by Dansons Capital Group, Accrual Equity Partners, and Hydro Construction, and positions the full-service 60-year old pool company for continued growth.
Leadership Perspective
“Vic brings exactly the kind of no-nonsense, customer-first leadership our residential construction division needs,” said Jeff Thiessen, President, Dansons Capital Group. “His philosophy is deeply aligned with ours. Keeping customers’ needs as the foremost priority at every stage of the build process is at the center of everything we do, and Vic lives that every day.”
Harshman’s career in pool construction began at age 19, when he purchased a backhoe and launched a business digging plumbing trenches and footings. When the housing market declined in the late 1980s, he relocated to Las Vegas and began excavating swimming pools, a move that led to the creation of Harshman Excavating.
Harshman built and operated excavation businesses in Nevada, Arizona and Texas, primarily serving the pool industry, and served for a period as Shasta’s exclusive excavation contractor.
In 2012, Harshman joined A&A Manufacturing, serving pool builders across an eight-state region and growing annual sales by 10x. In 2020, he joined Keith Zars Pools in Texas as Director of Construction, where he brought together decades of ownership, leadership and industry knowledge.
A Return Rooted in Relationships
“I have always believed that strong relationships, hard work, accountability and taking care of people are the foundation of a successful business,” said Vic Harshman, Head of Residential Construction, Shasta Pools. “Shasta has been a meaningful part of my career for many years. I am genuinely excited to come back and help lead this team into a very exciting future.”
Harshman steps into the role with the full support of Dan Thiessen, Chairman of the new ownership team, and John Mortensen, the outgoing head of residential construction. Mortensen recommended Harshman for the position and will now serve as the company’s lead trainer. That transition reflects Shasta Pools’ commitment to investing in its people and preserving institutional knowledge as the organization continues to grow.
ABOUT SHASTA POOLS:
Shasta Pools is Arizona’s trusted name in custom pool building, proudly serving the Valley since 1966. For 60 years, Shasta has transformed backyards into beautiful, functional spaces where families relax, entertain and enjoy life. The company specializes in new pool construction, remodeling, pool service and landscape design with plans for expansion into the home services market to provide customers with complete home care solutions. Learn more at ShastaPools.com.
ABOUT DANSONS CAPITAL GROUP:
Dansons Capital Group, headquartered in Scottsdale, Arizona, is a family-owned and family-managed investment firm built on shared values, integrity and long-term vision. The firm was established by the founders of Dansons, Inc., the company that launched and sold Pit Boss Grills. The company takes a hands-on approach, actively seeking opportunities across global markets and multiple asset classes. Its growing portfolio includes strategic real estate development holdings across multiple countries, oil drilling technologies, and limited partnership investments. Guided by a deep commitment to quality and the communities they serve, the Thiessen family leads with gratefulness for the blessings God has given them and in turn supports those less fortunate. Dansons Capital Group continues to identify and cultivate opportunities that reflect their family’s values and generational vision.
ABOUT ACCRUAL EQUITY PARTNERS:
Accrual Equity Partners (AEP) is a founder-led, privately funded private equity group built on the belief that every person, every percentage, and every product matters. This commitment, known as the “Power of One,” drives AEP’s mission to empower businesses and secure legacies across fragmented, service-based industries. AEP partners with founder-led and family-owned businesses to overcome barriers and unlock their full potential through strategic investment, operational performance enhancement, and advisory services. For more information, visit AccrualEquityPartners.com.
ABOUT HYDRO CONSTRUCTION:
Hydro Construction, LLC (HydroCon) was founded in 1986 to serve Arizona’s commercial pool construction and renovation market. Under the leadership of Curt Lonsdale, the company’s commercial pool construction division now manages some of the largest and most complex projects in the country.
Flowood, MS, October 1 – The National Tile Contractors Association (NTCA) is pleased to announce the addition of Jennifer Ibe as Membership and Sponsorship Sales Manager and Rachel Smith as Membership Marketing Manager. The two new positions strengthen NTCA’s focus on membership growth, retention, engagement, and delivering greater value to members.
“Growing and strengthening our membership is a key priority for the NTCA, and Jennifer and Rachel bring the experience and expertise to help us do that,” said Jeremy Sax, Deputy Director of NTCA. “Their complementary skills will allow us to take a more strategic approach to both membership development and the overall member experience.”
Jennifer Ibe, Membership and Sponsorship Sales Manager
Ibe brings more than 10 years of experience in association events, sales, sponsorships, relationship management, and strategic growth. Most recently, she served as Director of Sponsorship and Sales for the Global Workspace Association, where she led major conferences, sponsorship development, budgets, and initiatives that increased attendance by 33% and profitability by 30%.
At the NTCA, Ibe will lead membership recruitment, retention, re-engagement, and relationship development while supporting sponsorship and partner revenue opportunities. She will also represent the NTCA at major industry events and help strengthen relationships with members and prospective members.
Ibe holds a B.A. in Communications from the University of Illinois at Chicago.
Rachel Smith, Membership Marketing Manager
Smith brings extensive association experience in membership, communications, digital engagement, and member programming. Most recently, she served as Digital Communications Manager for the Association of Electric Companies of Texas. Previously, as Director of Membership for the Texas Economic Development Council, she managed more than 1,000 members and developed programs to increase member engagement and networking. She also served as Membership Coordinator for the Texas Association of Community Health Centers, where she managed more than 5,000 members and led new-member onboarding and retention initiatives.
At NTCA, Smith will focus on member onboarding, retention campaigns, communications, digital engagement, webinars, events, and community development. She will also support membership analytics and digital initiatives aimed at strengthening the member experience.
Smith holds a B.A. in Communications with a minor in Social Justice from West Virginia Wesleyan College.
“Jennifer’s focus on relationship-building and membership development, combined with Rachel’s experience in member communications and engagement, gives us a strong team focused on every stage of the member journey,” Sax added. “We’re excited about what this means for our members and for the future growth of NTCA.”
About NTCA
Established in 1947, the National Tile Contractors Association (NTCA) is a nonprofit trade association dedicated to the professional installation of ceramic tile and natural stone. It is widely recognized as the largest and most respected tile contractors’ association in the world. For those seeking to improve their tile business, NTCA provides unparalleled educational experiences, supportive peer interaction, unique cost-savings programs, and a commitment to help develop the skills needed to improve your work, recruit, train, and manage your employees, and ultimately, make your business more profitable. Find out more at www.tile-assn.com.
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