Pool News
Pool Prices Are Going Up… Again
If you’ve been holding out and waiting for pool prices to drop, you may have to continue waiting. Analysts are predicting pool prices to increase this year due to rising costs for labor, materials, and equipment. The Federal Reserve approved the first rate increase in three years back in March in an effort to combat inflation, and a 50 basis point hike may be looming on the horizon.
Consumers who plan on buying a swimming pool this year can expect to pay a premium according to analysts. Builders across the nation are feeling the pinch of rising costs. Across the board; increased costs for labor and equipment are driving a need to recalibrate pricing structures yet again this season. Construction materials used to build swimming pools rose 31.3% percent from early 2020 to early 2022.
Construction Material Price Increases
As pool builders and swimming pool contractors attempt to maneuver a vastly different landscape of pricing, year over year increases can immediately be seen on the following materials:
- Concrete – Up 11.6% since the start of 2021
- Lumber – Up 79.5% in cost from September 2021 to April 2022.
- Steel – Up 74.4% in price since start of 2021
- PVC Pipe – Up 36.9% since start of 2021
(Statistics provided by the Associated General Contractors of America)
Manufacturers & Distributors Raising Prices
A round of price increase letters began circulating early this spring from some of the nation’s largest manufacturers and distributors. Consequently, builders are looking at big jumps in cost for pool pumps, filters, heaters, and a variety of other related equipment and components. Builders aren’t the only ones struggling, however. Pool service companies are also looking at sharp price increases from last year on chlorine as well as other chemicals.
To get a better understanding of how rising costs are impacting pool companies day to day operations, we asked several pool builders how they are navigating an environment of continuous price increases and what they are telling customers.
Consumers Have The Wrong Information About Pool Prices
“Honestly, there is a disconnect with consumers over how much pools really cost these days,” said Southern California pool designer James White of Dream To Design. “Homeowners are reading outdated or just completely inaccurate information when price shopping for a swimming pool.”
How Much Have Pool Prices Increased?
The majority of pool builders we surveyed in a recent poll say they have had to increase prices by 40-50% in order to keep up with inflation. “Unfortunately the base price of a swimming pool has gone up over the last two years,” said pool builder, JC Rodriguez who builds concrete in-ground pools, “for a basic pool without all the bells and whistles, we’re starting at around the $60,000 range and go up from there. Most of the time if we’re talking about a pool and spa with decking your average swimming pool is going to wind up at the $120,000-$130,000 price range.”
The prices that Rodriguez is estimating are consistent with what pool builders across the nation are charging for a complete in-ground swimming pool package. Pool Magazine surveyed a sample of 1,000 pool builders to see how their prices had increased since 2020.
Out of 1,000 pool professionals surveyed on April 1, 2022, 72.7% said they raised prices by over 30% since the pandemic began. 28.2% of builders surveyed reported they increased prices by over 50% since the start of 2020. Out of 1,000 builders surveyed, only 49 respondents indicated that they had raised prices less than 10% or not at all. While not indicative of price increases for the entire industry, this survey of builders provides a good cross sampling of increases across the country based off individual responses.
Homeowners Face Sharp Price Increases on Building a Swimming Pool in 2022
“We decided to build a pool at the absolute wrong time. I just paid $65,000 for our pool and it’s nothing extravagant,” said homeowner Mike Sovenski. “Not only was the same pool $40,000 before Covid, but our pool took 8 months to build. If I knew then what I know now, we would have waited but hindsight is 20/20.”
While some are struggling to rationalize the jump in prices, many homeowners have their minds fixed on building a pool this year and are ready to absorb the increases. “For us, it makes a lot of sense to build a swimming pool, this is a spec home and we will see our return on the back-end when we sell the house,” said Stepan Federov of Carmichael, CA.
Others have been waiting for so long just to get onto their builder’s dig schedule, that they are happy just to be able to say they are finally building a pool. “We wanted a pool and have just been playing the waiting game,” said Justin Brennan of Staten Island, NY, “It was our bad luck that we were unable to build exactly when we wanted to. Our builder was backlogged but we decided to wait,” explained Brennan, “we just broke ground last week and our pool will cost around 30% more than we were originally quoted. Quite frankly, I’m just happy that it’s finally underway.”
A Change In The Wind
While many homeowners are still waiting for the opportunity to build a pool, still more may decide to put off building a pool altogether right now. Indicators from some of the largest publicly held companies in the pool industry demonstrate that the pandemic craze for pools may be ending. Year-to-date, stock movements paint a less than rosy forecast for the rest of 2022. As of the time of this article – PoolCorp is down -24.31%, Fluidra is down -20.09%, and Latham’s stock is sharply down -50.06% since the start of the year. Watching how some of the top performers are struggling is a fair indication of what is going on in the rest of the industry.
In light of numerous global events, some of the largest pool builders are waiting to see exactly how the market will react before making any radical changes. “The geopolitical climate may certainly impact how our industry performs and how we’re able to enjoy the surge in demand, post-pandemic,” said Bonnie Chong, CEO of Anthony & Sylvan Pools who is actively monitoring developments in the industry. (Listen to our entire conversation on the Pool Magazine podcast).
“Not every market may experience the same factors that drive demand at the same time,” said Chong, who says that she plans to leverage Anthony & Sylvan’s footprint in a changing environment. Her outlook, however, remains optimistic that the demand will remain strong with consumers well into 2023. “Hopefully now folks have really started to find value in the home and value in spending time with family and friends in the backyard.”
The spike in demand we saw over the last two years does add some credence to that assumption. The pandemic probably did more to reinforce the value of a pool in the minds of consumers than possibly anything else in recent decades. One thing is clear, how consumers react to buying a pool in this rapidly changing environment is something the entire industry is watching closely this season.
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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