Manufacturers
Latham Pools: Driving Innovation as They Approach a Platinum Milestone
As Latham Pools prepares to celebrate its 70th anniversary next year, the company shows no signs of slowing down. On the contrary, CEO Scott Rajeski says the company is leaning harder than ever into what made them a leader in the first place — innovation, execution, and an unwavering focus on the customer experience.
Reflecting after connecting at this year’s Pool & Spa Show in Atlantic City, Rajeski observed a noticeable resurgence of energy in the pool sector. “The excitement, the enthusiasm at the show — it was probably one of the better shows in many years,” he shared. “Traffic was great, attendance was up, and, you know, a lot of buzz back in the industry, which is great for all of us.”
Meeting the Moment: The Rise of Plunge Pools
One of Latham’s most talked-about recent developments is their expanded plunge pool collection — a timely response to changing consumer demands as lot sizes continue to shrink across North America.
“The response has been phenomenal,” Rajeski said. “People are using their pool in the backyard as an entertainment feature these days. You know, the Milan has really resonated, and we’ve just launched the vinyl liner package pool Calypso series in four configurations. Starting with a very simple pool, but then one that becomes more and more feature-rich over time, with benches and ledges that are in there.”

Latham’s plunge pools are designed not just for smaller spaces, but for faster, easier installation — a major advantage in today’s tight labor market. Their new Calypso series was recognized at the International Pool | Spa | Patio Expo for its innovation in installation time, energy efficiency, and ease of maintenance.
“It’s a very simple design. It’s a really easy install for a pool builder,” Rajeski explained. “More importantly, it’s a much faster install, so the consumer’s able to get into their backyard and get into their pool and enjoy it much quicker.”
Turning Challenges Into Opportunities
Amid recent reports of widespread issues with concrete pool deterioration — sometimes called “concrete cancer” (ASR) — Latham sees an opportunity to educate consumers about alternatives like fiberglass.
“It’s unfortunate for all the homeowners who bought one of those pools and are experiencing going through these issues and concerns,” Rajeski said. But the shift in consumer awareness aligns perfectly with Latham’s long-standing messaging.
“We’ve been trying to market the benefits of fiberglass against concrete pools. I do think this gives us another opening in terms of educating consumers, builders about fiberglass — the opportunity, whether it’s the faster install, the low-cost maintenance… you’re getting a shell built in one of our factories, delivering it right to the backyard, setting that vessel in the ground, and the homeowner never has to worry about anything again.”
Timing has worked in Latham’s favor. Their “Sand State Strategy” — a focused and concerted effort to expand its market penetration launched just as headlines about concrete pool issues became more prominent.
“We’re advertising and marketing all of the benefits of fiberglass pools — the ownership, the faster install, the customization, the cost benefits versus a concrete pool. We’ll continue to drive the awareness of fiberglass ownership.”
Leading the Digital Revolution in Pool Buying
Latham’s innovation isn’t limited to product design — it extends into technology platforms designed to transform the pool-buying experience.
Tools like the Latham Pool Visualizer, which allows consumers to see how a pool would look in their backyard via augmented reality, were born out of real-world frustrations.
“You’re out there spray painting your backyard, moving templates around, trying to get a feel of what it’s going to look like,” Rajeski recalled. “I remember I said, you know, imagine if you could come up with a tool — just like in Christmas Vacation with Clark Griswold when he imagines the pool in his backyard and he can visually see what it’s going to look like.”
Visualizers not only enhances the consumer experience but also accelerate the sales cycle, said Rajeski. “It was all about enabling the pool buying decision for the homeowner, but also generating a lead direct to the dealer to hook the consumer and build their opportunity to close the sale.”
Latham’s tech ecosystem also includes Measure by Latham Pools — an AI-powered device that uses LIDAR and HD cameras to create precise measurements for safety covers and vinyl liners in minutes.
“It all started with a conversation about the disruption caused by measuring a liner in the backyard… very time-consuming, completely manual, and lots of opportunities for mistakes,” Rajeski explained.

Instead of requiring a two- or three-week process with multiple site visits, Measure by Latham Pools can map a pool with one technician in under 30 minutes. “It designs and quotes the liner or cover immediately and sends that quote right back where you can hit the button, create the purchase order, and send all of that design and cut sheets right back to our manufacturing facilities to produce that liner.”
It’s a major efficiency boost for both dealers and homeowners. “Now they’re measuring four or five times more liners in a particular day… It’s a huge profitability play for the builder.”
Importantly, the system’s built-in AI continuously improves with use. “The more measurements we collect, the smarter the device gets — cutting that design time down, hopefully eventually to 10 or 15 minutes.”
Strengthening the Connection Between Consumers and Builders
In tandem with its visualizer and measuring technology, Latham developed the My Latham platform — an all-in-one system that keeps consumers organized and engaged throughout the pool planning process.
“What we’re trying to be is the salesperson out there connecting the person who’s interested in a pool to the pool builder who can install it for that homeowner,” Rajeski said. “We nurture them through that entire buying process… then make that connection of a hot sales lead to one of our best builders in that area or zip code.”
Everything — from educating homeowners about fiberglass vs. concrete, to offering AR visualization, financing options, and finding a local builder — is streamlined through My Latham, making it easier than ever to turn dreams into backyard realities.
The Road Ahead: Innovation at Full Speed
As Latham looks ahead to its Platinum Anniversary in 2026, innovation remains at the heart of its vision for the future.
“We’ve talked a lot about launching many new, innovative models and pools that will resonate in specific geographies,” Rajeski revealed. “Smaller pools with built-in spas and ledges — just beautiful designs that will fit in those smaller backyards.”
Beyond new designs, Latham is also focused on upgrading manufacturing capabilities to produce models faster. “Cycle time, speed to market, the ability to produce more models for builders faster — that’s where we’re headed.”
Rajeski credits the company’s success to its people: “It’s having extremely bright and talented individuals in the organization — from marketing, to engineering, to the hourly folks making the pools in the factory, to the truck driver delivering that pool right to the backyard.”
At the end of the day, he said, it’s about helping families create lifelong memories. “Everyone dreams of having that swimming pool, celebrating life’s memories and moments… it’s not every day you get to wake up, come to work, do something that makes people’s dreams come true.”
As Latham nears its 70th year, that mission remains stronger — and more innovative — than ever.
Ready to take a deeper dive?
Listen to our entire conversation with Latham CEO Scott Rajeski on the Pool Magazine Podcast.
Awards
Best Booth Awards Announced at Coverings 2026
April 1, 2026 – LAS VEGAS – Coverings (coverings.com), the largest international tile and stone event in North America, has announced seven Best Booth Awards for the 2026 show in Las Vegas, including three Best in Show awards, three Best Display awards and one Best Stone Display award. The annual awards program recognizes exhibits with exceptional creative and visual materiality experiences for showgoers.
“The booth craftsmanship and display ingenuity the exhibitors evoke on the show floor make Coverings a highly unique opportunity for attendees to be inspired by tactile and aesthetic spaces,” said Jamie Rich, Coverings managing director. “From new tile and stone collections thoughtfully presented to immersive exhibits designed with architectural elements and passthrough walkways, there is no shortage of innovation.”
A panel of tile and stone industry leaders selected the seven standout booths to spotlight as this year’s Best Booth Award recipients, though the caliber across the entire show floor is truly impressive.
Ceramica Del Conca (Booth 1614) received Best in Show for its immersive design that brings visitors on a sensory journey. Attendees visiting Ceramica Del Conca’s booth are greeted by the eye-catching exterior, covered with three-dimensional red stone and illuminated by LED lights hidden behind mirrors with primal shapes. Large surfaces flank the floors and walls of the first three rooms in the exhibit space, highlighting the three-dimensional effect of porcelain stoneware stones. The exhibit space also spotlights seven tile collections, including the Dinamika Stone Edition collection and Dimore collection.
A Best in Show award was also granted to Stonepeak Ceramics (Booth 6234) for its storytelling design, “The Magical Journey,” which illustrates how the company has transformed ceramics over time through innovation, sustainability and design. The entrance to the booth showcases an immersive journey that passes through a magical portal, beyond which visitors are offered a new interpretation of ceramics and led into a space of perceptions. The design transforms reality, and a perfect balance that plays on perspectives is revealed. Attendees enter the exhibition space, where porcelain dress stairs, vases and columns are installed upside down to represent an altar-universe and heaven-like experience. A Material Library is available inside the booth and features Stonepeak’s entire range of ceramic and porcelain products, including terrazzo-looks, marble-looks, stone-looks and more, showcasing the diverse product range of colors, thicknesses, formats and finishes.
VIVES AZULEJOS Y GRES (S.A.) (Booth 819) was also honored as a Best in Show winner. The company’s vibrant display, showcased through ceramics, is inspired by the striking impact one experiences when visiting Las Vegas. VIVES has conveyed this through its Surf collection, which offers a wide variety of decorated tile in multiple formats and colors. Key features of the booth for attendees to enjoy include two towers that simulate with tile the illuminated signs of Las Vegas as well as a central corridor, highlighting the full color range offered by the Surf collection. Two other collections creatively displayed are Tandem Wood and Duo.
Ceramica Rondine – Bottega (Booth 1145) earned one of the Coverings 2026 Best Display honors. Attendees visiting the booth are guided through a series of interconnected rooms, each displaying different ceramic and porcelain offerings from the company. A standout space within the exhibit is the Japan-inspired room, which displays a variety of Ceramica Rondine – Bottega’s wood-look tile collections and is centered around a vibrant cherry blossom tree. Select other collections on display include Pastel X, Portland Rock and Vibe.
Another Best Display award was presented to Decocer (Booth 833) for its “Echoes of the Earth” design by architect Héctor Ruiz Velázquez. The booth was created as a fully immersive experience inspired by the primal qualities of clay and the natural world. The entire pavilion functions as architecture made of ceramics, rather than using traditional panels or displays, allowing visitors to walk on, touch and inhabit the materials. In the central space of the booth, ceramic columns, clad in earth-toned tiles, emerge from the clay walls. The curved, flowing forms of the stand create an organic and natural spatial experience to showcase eight tile collections from the company, including Talya and Eterea.

Wonder Porcelain (Booth 4439) also received a Best Display award. The company’s impressive exhibit showcases warm colors, technical finishes, new product sizes and in-house mosaics, and each room of the booth features a different feel and experience. It was designed to display Wonder Porcelain’s product offerings via the walls and floors. A highlight of the booth is the black and white checkerboard floor, featuring the company’s new obsidian-black Tuxedo™ Porcelain™ Collection and bright-white Arctic Style Porcelain™. Wonder Porcelain’s Taj Opus™ collection is also on display, which captures the timeless character of Taj Mahal marble through a thoughtfully reinterpreted, shimmering and nuanced design.
The Best Stone Display award went to ANTOLINI® (Booth 7833) for its striking exhibit designed as a contemporary village, conceived by designer and creative lead Alessandro La Spada. The concept invites visitors to follow the story of natural stone – from its origin in the quarry to its transformation into refined architectural surfaces. The space invites visitors to see luminous backlit walls, refined kitchen surfaces and the expressive finishes of the Texture+ Collection. In a dedicated space of the booth, these innovations reveal how technology can elevate stone, unveiling unexpected textures and depth. Coverings 2026 attendees touring the space can discover more than 20 of Antolini’s natural stones, including Cipollino GreyWave and Irish Greene®, both part of the Exclusive Collection.
Learn more at www.coverings.com.
About Coverings: Coverings is the largest and preeminent ceramic tile and natural stone trade fair and exposition in the United States and North America. It features exhibitors from 40 countries and is the stage for introducing some of the most innovative tile and stone products in the world with hundreds of exhibitors.
The exposition and conference, with more than 35 years of successful history, serve as a valuable and complimentary learning resource for all segments of the industry, with dozens of educational opportunities throughout the show. Coverings attracts thousands of distributors, retailers, fabricators, contractors, specifiers, architectural and design professionals, builders, real estate developers, as well as journalists, reporters, broadcasters, podcasters and bloggers who cover the vital tile and stone industry.
Key sponsors of the show are Ceramics of Italy/Confindustria Ceramica, Ceramic Tile Manufacturers Association of Spain (ASCER)/Tile of Spain, Tile Council of North America (TCNA), National Tile Contractors Association (NTCA), Ceramic Tile Distributors Association (CTDA) and International Product Assurance (IPA) Laboratories.
The show is managed by Taffy Event Strategies.
For more information about attending, sponsoring or exhibiting at Coverings 2026, contact Taffy Event Strategies at 571-313-5801 or [email protected].
Press Contacts:
Eberly & Collard Public Relations
404-574-2900
Sophie Collins: [email protected]
Don Eberly: [email protected]
Manufacturers
Announcing the 2025 Pentair Pool Pro Awards Winners
Seven Pool Industry Professionals to be Recognized as “Backyard Legends”
2025 Pentair Pool Pro Awards Winners
The awards recognized seven outstanding individuals for their exceptional expertise and dedication to the pool industry. The winners are:

Premier Pool Pro Award: Jena Beach, Service Manager at Coastal Pools

Lifetime Achievement Award: Shannon Grave Jones, Owner at Graves Pools and Spas

Lifetime Achievement Award: Sean Johnson, Executive Vice President, Field Services at Amenity Pool Services

Unsung Hero Award: Jake Skipper, Owner/Operator at Skipper Pools & Spas

Advancing Automation Award: Claudio Pámanes, Owner at Pámanes Pools
“It’s inspiring to see the impact these pool professionals have had on their communities,” said Greg Claffey, President and Chief Revenue Officer, Pentair Pool. “And hearing their stories of success and growth has been downright humbling. It’s an honor to recognize them with these awards in tandem with our sponsors – AQUA Magazine, Pool & Hot Tub Alliance, and GENESIS®.”
Attendees to the Atlantic City Pool and Spa Show can visit the Pentair Pool Booth (2219) on Wed., Jan. 28 at 4 p.m. EST for a public celebration of these winners.
For more information on the winners and to see highlights of the upcoming awards celebration in Atlantic City, please visit www.pentair.com/pool-pro-awards or www.facebook.com/pentairpool.
About Pentair Pool
At Pentair, we help the world safely and sustainably move, improve, and enjoy water, life’s most essential resource. From our residential and business solutions to industrial water management and everything in between, Pentair is focused on smart, sustainable water solutions that help our planet and people thrive.
As an industry leader in the pool and spa space, Pentair Pool is driven to help people sustainably enjoy water. Our solutions include industry-leading pumps, automation, lighting, heating, and filtration technology that help our customers enjoy a smarter and more sustainable pool. Customer success is at the heart of our vision for bringing family and friends together in the pool and on the deck to build social connections, create lifelong memories, and help promote fitness and enjoyment. For more information, visit www.pentair.com/poolandspa.
Manufacturer
Confer Plastics Plans 30,000-Square-Foot Warehouse Expansion
Confer Plastics, one of the most established manufacturers serving the pool and spa industry, is moving forward with a 30,000-square-foot warehouse expansion at its Wheatfield, N.Y., facility. The project, now under town review, is designed to support the company’s rising production volume across pool, spa, and outdoor living categories — as well as the continued growth of its emerging direct-to-consumer business.
Company president Bob Confer confirmed that the new warehouse space at 2107 Liberty Drive will help accommodate increased demand for core products such as pool ladders, steps, hot tub cabinets, and other blow-molded components widely used across the aquatics market.
“We’re also expanding to accommodate our direct-to-consumer business, which is a relatively new endeavor for us,” he wrote in an email. “In 2023, we developed online channels for snow sleds and patio furniture. Our initial success has been pretty decent, so we expect the future for those products, and more to come, to be bright.”
The project contractor, Tedesco Construction Services, has previously overseen multiple expansion efforts for Confer at its primary manufacturing plant on Witmer Road in North Tonawanda. That facility houses some of the largest blow molding machines in the world, including a 15-foot-tall unit capable of handling 145 pounds of material at a time. The company’s capabilities extend far beyond aquatics: Confer also manufactures items for stadium seating, medical devices, kayaks, mannequins, trash receptacles, and more.
While the Wheatfield expansion will not directly add new jobs at that location, Confer noted that the increased warehouse capacity “could lead to a handful of jobs” at the main North Tonawanda plant. Additional storage effectively boosts manufacturing throughput, allowing the company to run molding machines more efficiently and increase overall production cycles.
Founded in 1973, Confer Plastics has grown to a 195-employee operation and remains one of Western New York’s most enduring manufacturers within the pool and spa sector. The warehouse expansion underscores the company’s commitment to supporting its dealer network, OEM partners, and consumers as demand for outdoor living products remains strong.
Featured Photo Credit: Confer Plastics
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