Pool News
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.

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.

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
Pool News
Leslie’s Reportedly Prepares for Chapter 11 Bankruptcy as Possible Nasdaq Delisting Looms
The nation’s largest specialty pool retailer reportedly seen preparing to file for Chapter 11.

Leslie’s, Inc. (NASDAQ: LESL) is reportedly preparing to file for Chapter 11 bankruptcy protection as soon as next week, potentially handing control of the 63-year-old retailer to its lenders. The news comes as the company faces the prospect of being delisted from Nasdaq following a prolonged collapse in its share price.
According to September 24 reports from Bloomberg and The Wall Street Journal, Leslie’s is working toward a restructuring agreement that would transfer ownership to its creditors. Lenders are reportedly prepared to provide approximately $100 million in financing to keep the business operating through bankruptcy, while roughly $750 million in debt could be exchanged for equity.
For existing shareholders, the implications could be devastating. If the restructuring proceeds as reported, their investments could be substantially diluted or wiped out entirely.
Leslie’s has not formally announced a bankruptcy filing, but the possibility is hardly unexpected. In its August quarterly SEC filing, the company acknowledged substantial doubt about its ability to continue operating and warned that bankruptcy could become necessary if it was unable to restructure or refinance its debt.
The latest developments suggest that efforts to stabilize the business through store closures, lower prices and aggressive cost-cutting have not been enough to overcome its mounting financial problems.
A Second Trip to Wall Street That Could End in Bankruptcy
This isn’t Leslie’s first time as a publicly traded company.
After previously operating as a public company before being acquired by private equity, Leslie’s returned to Wall Street in October 2020, during an unprecedented boom in swimming pool construction and backyard spending.
With millions of Americans investing in pools, outdoor living and home improvements, the company appeared well positioned for continued growth.
Instead, the years that followed proved considerably more difficult.
As pandemic spending faded, inflation and higher interest rates squeezed household budgets. New-pool construction slowed, consumers became more selective about discretionary purchases, and the extraordinary demand that had fueled the industry began returning to normal.
Leslie’s was also facing growing competition from Walmart, Home Depot, Lowe’s, Amazon and numerous online pool supply retailers. Customers who once relied on their local pool store could now compare prices and purchase many of the same products without leaving home.
The company responded by closing 80 underperforming stores and one distribution center, reducing inventory and introducing lower prices to attract customers.
For a brief period, those efforts appeared to be working.
According to its second-quarter earnings report, revenue increased 4.3%, comparable sales improved 6.6%, and customer counts rose 8% compared with the previous year. Investors cautiously welcomed the improvement, hoping it signaled the beginning of a turnaround.
Unfortunately, that optimism proved short-lived.
Summer Sales Tell a Different Story
Leslie’s third-quarter earnings, released August 12, revealed that the company was still struggling during what should have been its strongest selling season.
Revenue declined 8.4% to $458.5 million, compared with $500.3 million during the same quarter a year earlier. Comparable sales fell 6.2%, while adjusted EBITDA dropped from $81.6 million to $55.7 million.
Gross margins also deteriorated, falling from 39.6% to 36.5%, illustrating the difficulty of maintaining profitability while lowering prices to compete for customers.
For the first nine months of fiscal 2026, Leslie’s reported a net loss of $87.7 million. Management subsequently withdrew its full-year financial guidance as the company explored alternatives to address its debt.
The problem wasn’t simply that Leslie’s was selling fewer pool supplies. It was that declining sales were making an already difficult financial situation considerably worse.
As of July 4, Leslie’s reported approximately $1.21 billion in total liabilities against $722.2 million in assets, including roughly $753 million in long-term debt.
Closing stores and reducing expenses can help preserve cash, but those measures alone cannot resolve a debt burden of that magnitude.
The reported restructuring would effectively exchange much of that debt for ownership of the company, giving Leslie’s an opportunity to continue operating without the same financial obligations hanging over its head.
For its existing shareholders, however, that opportunity could come at a substantial cost.
Nasdaq Delisting Could Be Next
Bankruptcy isn’t Leslie’s only immediate concern. The company also faces the prospect of being removed from Nasdaq, and the timing of its previous reverse stock split could accelerate that process.
Leslie’s completed a 1-for-20 reverse stock split in September 2025, consolidating every 20 existing shares into one in an effort to address its declining stock price. Split-adjusted trading began September 29, but the stock has since fallen back below Nasdaq’s $1 minimum bid-price requirement.
Normally, a company whose closing bid price remains below $1 for 30 consecutive business days receives 180 days to regain compliance. However, Nasdaq’s rules prohibit that grace period for companies that completed a reverse stock split within the preceding year.
Leslie’s reverse split became effective September 26, 2025, making the timing of its latest share-price decline particularly significant.
If Leslie’s has closed below $1 for 30 consecutive business days while that one-year reverse-split restriction remains in effect, it would not be eligible for Nasdaq’s ordinary compliance period. Under Nasdaq’s rules, staff would issue a Staff Delisting Determination rather than provide the usual 180-day period to regain compliance.
The company could request a hearing to appeal such a determination, although an appeal would not guarantee that its shares remain listed.
A Chapter 11 filing would create another potential obstacle. Nasdaq has discretionary authority to delist companies undergoing bankruptcy, particularly when a restructuring could eliminate existing shareholder equity.
As of September 24, a new Nasdaq delisting determination related to the company’s current share-price performance or reported bankruptcy preparations has not been publicly confirmed.
What Bankruptcy Would Mean for the Pool Industry
A Chapter 11 filing wouldn’t necessarily mean Leslie’s is going out of business.
The process allows companies to continue operating while restructuring their debts, renegotiating contracts and developing a plan to emerge from bankruptcy. The reported $100 million in financing could provide the cash necessary to pay employees, purchase inventory and keep stores open while the restructuring moves through court.
For pool owners, the immediate impact may be relatively limited. Leslie’s could continue selling chemicals, equipment and replacement parts while providing the water testing and technical advice that have long been central to its retail business.
For manufacturers and distributors, however, the implications could be considerably greater.
Leslie’s remains one of the industry’s largest retail distribution channels. A bankruptcy could force suppliers to renegotiate payment terms, reconsider credit arrangements and adjust inventory or production plans. Additional store closures could also affect manufacturers that depend heavily on the retailer to get their products in front of consumers.
Independent pool stores and competing retailers could potentially gain customers if Leslie’s reduces its footprint, particularly in markets where the company has historically maintained a strong presence. However, disruptions to supplier relationships and distribution could also create challenges for businesses throughout the industry.
The bigger question is how much of Leslie’s existing business will survive the restructuring. Its nationwide store network, established customer base and professional water testing services still have value, but those advantages haven’t been enough to offset declining sales and the company’s substantial debt.
Can Leslie’s Survive?
For Leslie’s, Chapter 11 could provide an opportunity to address financial problems that store closures and cost-cutting have been unable to resolve. Exchanging debt for equity could substantially reduce its obligations and allow the retailer to continue operating under new ownership.
That doesn’t mean the underlying challenges disappear. Leslie’s would still have to compete with big-box retailers and online sellers, rebuild customer traffic and find a way to operate profitably with a potentially smaller retail footprint.
For existing shareholders, the reported restructuring presents a different situation. If lenders take ownership in exchange for forgiving debt, there may be little or nothing left for current equity holders.
The coming days should provide a clearer picture of the company’s future. A formal bankruptcy filing would reveal the proposed restructuring terms, financing arrangements and any additional changes to its retail operations.
For the thousands of employees, manufacturers and suppliers that depend on Leslie’s, the immediate concern will be whether the company can maintain normal operations while reorganizing its finances.
For a retailer that has served American pool owners since 1963, the next chapter could look considerably different from the business that returned to Wall Street six years ago.
Pool News
RENOLIT Establishes U.S. Engineering Department for Pool Business

New department will expand technical support for reinforced PVC membrane systems across North America
RENOLIT has established a dedicated U.S. engineering department within its North American Pool business unit to support the continued growth of reinforced PVC membrane systems in the North American swimming pool market.
Led by Brandon Mays, the new department will serve as a technical link between architects, aquatic consultants, builders, installers, RENOLIT’s North American commercial team and the company’s engineering and manufacturing resources in Europe. It will provide project-specific technical support, including system recommendations, specification guidance, submittal packages, technical drawings, accessory selection, and installation details.
A primary focus for the department will be developing standardized construction details and installation guidelines that reflect North American construction methods, codes and field conditions. These resources are designed to help architects and aquatic consultants incorporate reinforced PVC membrane systems into project specifications with greater clarity and consistency, while giving builders and installers more complete guidance in the field.
The department will support commercial pool projects from the earliest design and specification stages through installation, helping project teams identify and address potential technical challenges before construction begins. It will also coordinate the adaptation and development of complete systems for the North American market — including membranes, terminations, transitions, drainage components and other accessories — and will contribute to installer training, technical education and the development of qualification standards and best practices, including research into North American testing, certification and code requirements for commercial aquatic facilities.
“For years, we have heard a consistent need from architects, consultants, builders and installers for stronger technical resources in North America,” said Tony Jordan, Business Development Manager. “The creation of this department is a direct response to that need and an important step in supporting the market’s long-term growth.”

Mays brings extensive experience in commercial aquatics, reinforced PVC membrane systems, and project coordination to his new role. He will collaborate closely with RENOLIT’s North American sales, business-development, training and customer-service teams while maintaining a direct technical connection with the company’s Pool engineering team headquartered in Spain. “My priority is to make technical support easier to access and more useful throughout the life of a project,” said Mays. “That means working closely with architects, consultants, builders and installers to develop solutions that are technically sound and practical to execute.”
The establishment of the engineering department reflects RENOLIT’s broader effort to advance reinforced PVC membranes as complete, engineered waterproofing systems rather than treating the membrane solely as a pool finish. By expanding its technical resources in the United States, RENOLIT aims to reduce uncertainty and construction risk while giving architects, builders, installers and facility owners greater confidence in how these systems are designed, specified and installed — representing the next stage of RENOLIT’s ongoing commitment to technical support, professional education and the long-term development of reinforced PVC membrane systems throughout North America.
More information about RENOLIT’s partnership and products can be found here:
Pool News
AvenBlu Launches Free Pool Chemistry Hub and Calculator

New public resources focus on helping pool owners understand water-test results as a connected system rather than a collection of isolated numbers.
AvenBlu, a digital pool-care platform for homeowners and pool professionals, has expanded its free public resource library with a new Pool Chemistry Guide and a companion Pool Calculator designed to turn confusing test results into clearer next-step decisions.
For many homeowners, the hardest part of pool care begins after the test strip. They have numbers, but not context. AvenBlu’s latest launch is built around that gap, helping users understand how readings influence one another and what should be addressed first instead of simply handing them another chart of “good” numbers.
“A chlorine reading by itself doesn’t tell the entire story. We wanted to build something that helps people understand the context before they start adding products.” TY — AVENBLU
Moving Beyond Individual Test Numbers
The Pool Chemistry Guide explains the measurements homeowners encounter most often when testing residential water: free chlorine, combined chlorine, pH, total alkalinity, cyanuric acid, calcium hardness, salt, and water temperature.
Its core premise is simple: these readings are not independent pass-or-fail grades. They are connected signals. A pool may have chlorine that looks acceptable on paper while still underperforming because pH, stabilizer, temperature, recent swimmer load, or general water condition are pulling the system in another direction.
The guide also clarifies a distinction that often gets blurred in consumer-facing pool content: the difference between public-health baselines, commonly used industry operating methods, and AvenBlu’s own conservative planning recommendations.
Instead of encouraging users to chase every number at once, AvenBlu frames pool care as a deliberate sequence: test, interpret, correct, circulate, and retest.
- Explains why free chlorine needs CYA and pH context.
- Shows how alkalinity affects pH stability.
- Connects calcium, temperature, and balance to scale or aggressive water.
- Clarifies that saltwater pools still require complete chlorine and water-balance management.

For homeowners overwhelmed by conflicting online advice, that framing can reduce guesswork. For service providers, it can mean conversations start with better information and more realistic expectations.
From Education to Practical Pool Decisions
The chemistry hub connects directly with AvenBlu’s free Pool Calculator, which lets homeowners enter pool volume and current test results to better understand what those numbers mean and estimate conservative starting adjustments. The calculator is intentionally designed around a test-correct-circulate-retest workflow rather than encouraging several overlapping corrections at once.
- Test: Start with a current sample and a clear set of readings.
- Interpret: Read chlorine, pH, stabilizer, and balance together.
- Correct: Make one deliberate adjustment rather than several guesses.
- Circulate: Let water mix fully before treating old numbers like current reality.
- Retest: Use the new reading to choose the next move.
That same philosophy carries into issue diagnosis. For green water, cloudy water, strong chlorine odor, staining, scaling, rapidly disappearing chlorine, or unstable pH, AvenBlu presents symptoms as investigative clues rather than definitive diagnoses.
“The goal isn’t to make every number move at once. It’s to understand the relationships and make the next deliberate move.”
It also draws clear safety lines, advising homeowners to stop and seek appropriate help when facing fumes, spills, burns, major overdoses, uncertain chemical combinations, severe contamination, or circulation failures.

A Growing Pool-Care Knowledge Library
The Pool Chemistry Guide is part of a broader expansion of AvenBlu’s public educational resources. The goal is not to publish disconnected articles, but to create a connected user journey that mirrors the way real homeowners think about their pools.
Someone researching a strong chlorine odor can move from an issue-specific guide into broader chemistry education, then use a calculator or retesting workflow to evaluate their own pool. A homeowner dealing with scale can move from identifying the symptom to understanding how calcium, pH, alkalinity, temperature, and overall balance may contribute.
Pool Calculator
Helps homeowners enter pool volume and test results, understand what the numbers mean, and estimate conservative starting adjustments.
Pool Chemistry Guide
Explains chlorine, pH, alkalinity, stabilizer, calcium, salt, testing, water-balance interactions, and correction order in plain language.
Pool Care Guides
Issue-specific resources covering cloudy and green water, saltwater care, stain and scale clues, seasonal maintenance, retesting, and safety.

About AvenBlu
AvenBlu is a digital pool-care platform built to help homeowners better understand, manage, and maintain their pools while also giving pool professionals tools for business visibility, customer management, documentation, and ongoing service operations.
Its platform combines pool-care education, water-test interpretation, maintenance planning, troubleshooting resources, and professional-service connections in one system.
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