The pool service industry has undergone significant changes in recent years, presenting both challenges and opportunities for businesses.

As we dive into the intricacies of this sector, we’ll explore key trends and strategies to effectively market your pool cleaning business in this evolving landscape.

The Evolving Pool Service Industry

The U.S. swimming pool industry is a significant contributor to the labor market, with over 50,000 individuals employed in 2020, highlighting its role beyond recreation.

The industry witnessed a dramatic 54% increase in swimming pool sales in 2020, reflecting a thriving upward trend and potential profitability​​.

California leads the U.S. in the number of swimming pools, offering a hotbed of business opportunities.

The market size of the Pool Cleaning Services industry in the U.S. has grown an average of 1.7% annually between 2016 and 2021, indicating an increasing demand for maintenance services​​.

However, the industry faces challenges like labor shortages, with many companies struggling to find consistent, reliable help.

Supply chain issues, notably shortages of trichlor chlorine and polyethylene, have also impacted businesses.

Rising energy and material costs have led to price increases, although consumers seem willing to invest more in creating luxurious outdoor spaces​​​​.

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Marketing Strategies In A Transforming Industry

Digital Presence and Customer Engagement

In this dynamic market, having a robust online presence is crucial. Your website should not just list services but showcase the experience of pool owners.

Utilize SEO and social media platforms to enhance visibility and engage with your audience. Offering digital customer experiences through self-service portals for scheduling, payments, and document access can set your business apart​​​​.

Search Engine Optimization (SEO) is crucial in ensuring that potential customers find your website easily when searching for pool cleaning and maintenance services.

By using targeted keywords, using SEO strategies, and continually updating content, you can significantly enhance your website’s visibility in search engine results.

Social media platforms offer powerful tools for engagement and brand building. Regular posts, interactive content, and responsive customer service on platforms like Facebook, Instagram, and Twitter can help in creating a strong community around your brand.

Sharing educational content, pool maintenance tips, and behind-the-scenes glimpses of your work can foster trust and loyalty among your audience.

Diversifying Services and Technology Adoption

Top performers in the pool service space are adapting by expanding into complementary services like pool remodeling, outdoor kitchens, and lighting.

Investing in technology like fleet tracking, pool service software, automated water testing sensors, and mobile payment solutions can drive efficiencies and reduce operational costs​​.

Embracing Industry Trends

The industry is ripe for consolidation, with merger and acquisition activity spiking among regional pool service chains.

For smaller players, focusing on delivering high-quality service and embracing technological innovations is key to thriving amid these changes​​.

The integration of technology in pool management is a major trend. This includes the development of smart pool monitoring systems that allow remote monitoring and control of pool conditions, such as chemical levels and temperature, from smartphones or tablets.

Additionally, the industry is witnessing a surge in eco-friendly technologies like solar-powered heaters, variable speed pumps, and LED lighting systems, which not only reduce the carbon footprint but also offer cost savings on energy bills.

There’s a shift towards more naturalistic designs in swimming pools, moving away from traditional styles.

This includes the use of artificial rock formations, waterfalls, and natural stone decking to blend pools seamlessly with the landscape.

Moreover, the use of sustainable materials like recycled glass tiles and eco-friendly concrete mixes in pool construction is on the rise, reflecting a growing environmental consciousness.

Pools are increasingly seen as multifunctional leisure spaces. There is growing demand for pools with integrated spas, sun shelves, sports facilities, and interactive water features like fountains and splash pads.

Additionally, there is an emphasis on inclusive design to ensure pools are accessible to people of all abilities.

Embracing Industry Trends

The global pool cleaning and maintenance services market was valued at USD 26.36 billion in 2023 and is expected to reach USD 49.97 billion by 2032, growing at a CAGR of 7.4% during the forecast period. 

The pool equipment and maintenance market is experiencing growth driven by factors like the construction of new swimming pools, usage of diverse materials in pool building, growth in the tourism and hospitality industry, and the rising popularity of personal pools.

However, the market faces challenges such as high costs and time involvement, ensuring user safety, maintaining water hygiene, and complying with legal maintenance guidelines.

Traditional Marketing and Community Involvement

Despite the digital shift, traditional marketing methods like print materials and local community engagement remain effective.

Personalized service and building strong customer relationships can lead to referrals and repeat business, crucial for long-term success​​.


The pool service industry is experiencing significant growth and transformation. By understanding these trends and strategically aligning your marketing efforts, your pool cleaning business can navigate this evolving landscape successfully.

Emphasize digital engagement, service diversification, and customer experience while maintaining traditional marketing methods to create a comprehensive approach that addresses the current market dynamics.