Starting a pool company is an exciting venture that combines hands-on skills in construction and water chemistry with solid business acumen. It's a multi-billion dollar market, and there's consistent demand for new pools and regular maintenance from homeowners, hotels, and local communities.
This guide will walk you through the practical steps, from securing funding and getting the right licenses to acquiring equipment and building supplier relationships, to help you launch a successful pool company in the U.S.
Step 1: Create your business plan and validate your idea
Start by researching local demand. Check your county clerk’s office for the number of recent swimming pool permits issued. This data shows you where new construction is happening. Also, browse platforms like Houzz and Angi to see service requests in your area.
Next, identify your competition. Use Google Maps to find every pool service company within a 15-mile radius. Note their services, pricing if available, and customer reviews. This helps you find a gap in the market you can fill, like eco-friendly maintenance or specialized repairs.
Estimate your startup costs
Your initial investment will likely range from $20,000 to $45,000. A reliable used truck might cost $15,000 to $30,000. Professional-grade equipment, including vacuums, pumps, and test kits, will add another $2,000 to $5,000.
Many new owners underestimate their initial chemical inventory, which can run $1,000 to $3,000. It is tempting to buy cheaper gear, but a low-quality pump that fails mid-season will cost you more in the long run. Budget for durable equipment from the start.
With these figures in mind, you can build a concrete action plan. Here are 3 immediate steps to take:
- Research pool construction permits issued in your top three target zip codes over the last year.
- Create a spreadsheet of five local competitors, noting their services and average customer rating.
- Draft a startup budget with high and low estimates for equipment, a vehicle, and initial chemical stock.
Step 2: Set up your legal structure and get licensed
Most new pool pros choose a Limited Liability Company (LLC). It protects your personal assets if the business is sued and offers tax flexibility. You can file this yourself through your Secretary of State's website for about $100 to $500, depending on your state.
Once your LLC is approved, get an Employer Identification Number (EIN) from the IRS. It’s free, takes minutes to get online, and you will need it to open a business bank account. This step is non-negotiable if you plan to hire anyone.
State licenses and local permits
This is where many new owners stumble. A general business license is not enough. Most states require a specialty contractor's license, like California's C-53 Swimming Pool Contractor license. Check your state's contractor board for its specific requirements. The process can take 2-4 months and cost over $500.
You will also need general liability insurance of at least $1 million. A commercial auto policy for your work truck is also a must. Some owners try to save money with personal auto insurance, but it will not cover you if an accident happens on the job.
Here are 4 immediate steps to take:
- File for an LLC with your state's Secretary of State.
- Apply for a free EIN on the IRS website.
- Identify the specific contractor license required by your state's licensing board.
- Contact an insurance agent for quotes on general liability and commercial auto policies.
Step 3: Secure your insurance and manage risk
You will need a general liability policy of at least $1 million, which typically costs $600 to $1,500 per year. This covers accidental property damage. Also, secure a commercial auto policy for your work truck; your personal auto insurance will not cover job-related accidents.
Additional coverage to consider
Some owners learn the hard way that general liability does not cover faulty work. For that, you need professional liability insurance. It protects you if a chemical mistake damages a pool surface. Once you hire an employee, you must also have workers' compensation insurance.
You might want to get quotes from providers like The Hartford, Next Insurance, or Hiscox, as they specialize in contractor policies. An agent familiar with the pool industry understands specific risks, like chemical spill liability, and can find you appropriate coverage.
Here are 4 immediate steps to take:
- Request quotes for a $1 million general liability policy.
- Ask insurers about adding professional liability coverage for faulty workmanship.
- Contact an insurance agent who specializes in trade contractor policies.
- Budget for workers' compensation premiums if you plan to hire employees.
Step 4: Acquire your equipment and find a location
You do not need a retail storefront. A home office and a secure 500-1,000 square foot storage unit work well for most startups. Look for units in areas zoned for light industrial or commercial use to store chemicals and equipment legally.
When you negotiate a lease for a storage unit, you might want to ask for a shorter term, like one or two years. This gives you flexibility as your business grows without a long-term commitment. Some owners make the mistake of signing a five-year lease too early.
Stock your truck and storage
Your equipment directly impacts your efficiency. Plan to invest in professional-grade gear from a pool supply distributor, not a big-box store. A commercial-grade vacuum, like a Hammer-Head, will run $1,500 to $2,500 but will outlast cheaper models many times over.
Also, budget for a high-quality water chemistry test kit, such as the Taylor K-2000, which costs about $100. You will also need professional poles, nets, and brushes, which will add another $300 to $500. To open an account with a supplier like Poolcorp or Heritage Pool Supply Group, you will need your business license.
Here are 3 immediate steps to take:
- Research pricing for a 500-1,000 square foot storage unit in a light industrial zone.
- Create a shopping list with prices for a commercial vacuum, a Taylor K-2000 test kit, and basic gear.
- Contact a local branch of a supplier like Poolcorp to inquire about opening a wholesale account.
Step 5: Set up your payment processing
For weekly maintenance, payment is typically due upon service completion. For larger construction jobs, a 50% deposit upfront with the balance due on completion is standard. Some new owners only take cash or checks, but this can slow down cash flow while you wait for payments to clear.
You want to make it easy for customers to pay you instantly. Look for a payment solution with low transaction fees and no monthly charges. For a pool company that needs to accept payments on-site, JIM offers a streamlined solution.
With JIM, you can accept debit, credit and digital wallets directly through your smartphone - just tap and done. At just 1.99% per transaction with no hidden costs or extra hardware needed, it is a strong option. Most other providers charge between 2.5% and 3.5%, so the savings add up.
This is particularly useful for collecting payment after a weekly service or a quick repair. Getting started is straightforward:
- Get Started: Download JIM app for iOS
- Make a Sale: Type the sales amount, hit sell, and ask your customer to tap their card or device on your phone
- Access Funds: Your money is available right on your JIM card as soon as the sale is done - no waiting for bank transfers
Here are 3 immediate steps to take:
- Decide on your payment terms for maintenance versus construction jobs.
- Compare payment solutions, focusing on transaction fees and hardware needs.
- Download the JIM app to explore its on-site payment features.
Step 6: Fund your business and manage finances
An SBA 7(a) loan is a popular choice for funding. Lenders often approve $25,000 to $50,000 for pool startups with a solid business plan and a credit score over 680. Interest rates typically range from 10% to 13%. Also, look into equipment financing for your truck and vacuum.
Calculate your working capital
Some new owners focus only on startup gear and forget operating costs. You will need about $10,000 to $15,000 in working capital to cover your first six months. This pays for fuel, insurance, marketing, and chemical restocks before you have steady cash flow.
From day one, track every dollar. Use accounting software like QuickBooks Online or Wave to manage income and expenses. Open a separate business checking account immediately. This makes tax time much simpler and keeps your personal finances safe. You might want to set aside 25-30% of profits for taxes.
Here are 4 immediate steps to take:
- Contact your local bank about its SBA 7(a) loan process.
- Calculate your 6-month working capital needs based on your budget.
- Open a dedicated business checking account.
- Compare accounting software like QuickBooks Online and Wave.
Step 7: Hire your first employees and set up operations
Your first hire and key metrics
Your first hire will likely be a Pool Service Technician. This person handles daily cleaning, water testing, and minor equipment checks. Expect to pay a salary between $40,000 and $55,000. A skilled technician can manage a route of 60-80 pools, generating over $100,000 in annual revenue.
When hiring, look for someone with a Certified Pool Operator (CPO) certification. This shows they understand water chemistry and safety protocols. It is also a strong selling point for customers who want to know their pool is in professional hands.
Streamline your daily workflow
To manage your routes efficiently, you might want to use scheduling software like Jobber or Skimmer. These platforms help you optimize driving routes to save fuel and time. They also handle invoicing and customer communication, which keeps your back-office work organized from the start.
Some new owners run into trouble by misclassifying their first technician as a 1099 independent contractor to avoid payroll taxes. The IRS has strict rules on this. It is a good idea to consult an accountant to set up your payroll correctly with a W-2 employee.
Here are 4 immediate steps to take:
- Draft a job description for a Pool Service Technician, including responsibilities and desired qualifications.
- Research local CPO certification courses and their costs.
- Sign up for a free trial of a scheduling software like Jobber or Skimmer.
- Consult an accountant about the difference between a W-2 employee and a 1099 contractor.
Step 8: Market your business and get customers
Start with targeted door hangers in neighborhoods with pools. A simple, professional design is enough. A 1-2% response rate is a solid benchmark, so 1,000 hangers could land you 10-20 new leads. Focus your efforts on homes that already have pools to maximize your return.
Build your digital footprint
Claim your free Google Business Profile immediately. This is often how customers will find you. Upload high-quality photos of your work truck and equipment. Some owners make the mistake of using stock photos, which customers can spot easily. Real photos build trust.
Once you land your first few jobs, ask every happy customer for a Google review. Positive reviews are your most powerful sales tool. You might also want to join local Facebook groups and Nextdoor to answer questions and offer helpful advice, which establishes you as a local expert.
Track your marketing spend. A good target for your Customer Acquisition Cost (CAC) for a recurring maintenance client is between $150 and $250. If you spend $500 on marketing and get three new clients, your CAC is about $167, which is a healthy number.
Here are 4 immediate steps to take:
- Design and order 1,000 door hangers for your top target neighborhoods.
- Claim and complete your Google Business Profile with real photos of your gear.
- Ask your first three clients to leave a review on Google.
- Join two local community Facebook groups and create a business page on Nextdoor.
Step 9: Price your services for profitability
Most pool companies build their business on recurring weekly service. A standard residential pool service typically runs $150 to $250 per month. This price should include chemicals, brushing, skimming, and equipment checks. One-time cleanups can be priced from $250 to $500, depending on the pool's condition.
For repairs, a common model is an hourly rate plus parts. A good starting rate is $95 to $125 per hour. When you price parts and chemicals, a 100% to 150% markup over your wholesale cost is standard. This ensures you cover your costs and achieve a healthy profit.
Set your service rates
To see what your market will bear, call a few local competitors and ask for a quote. You do not have to be the cheapest. Many new owners make the mistake of underpricing to win jobs, but this makes it difficult to build a sustainable business or raise rates later.
Your goal for weekly service routes should be a 40-50% gross profit margin after accounting for labor and chemicals. Remember to factor drive time between jobs into your overall cost structure. That "windshield time" is a real expense that can eat into your profits if ignored.
Here are 3 immediate steps to take:
- Call three local competitors to get a quote for weekly pool service.
- Create a price sheet for your three main services: weekly maintenance, one-time cleanup, and hourly repair labor.
- Calculate your chemical markup by comparing your supplier's price list to your target retail prices.
Step 10: Maintain quality and scale your operations
As you grow, consistency is key. Create a standardized service checklist for every visit. This should include water tests, chemicals added, and equipment checks. It ensures every customer gets the same high level of service, no matter which technician shows up.
You can measure quality with a few numbers. Aim for a customer retention rate above 95% annually. Also, track callbacks for service issues. If you have fewer than two callbacks for every 100 visits, your quality control is strong. Keep your Google rating above 4.8 stars.
Benchmarks for growth
Knowing when to hire is a common challenge. A good rule of thumb is to start looking for a new technician when your current routes reach 80% capacity. This gives you time to find and train someone before your team is overworked and service quality slips.
With more technicians, route management software like Skimmer or Jobber becomes invaluable. These platforms help you manage multiple schedules, track chemical inventory across different trucks, and automate billing for a growing client list, which frees you up to focus on expansion.
Here are 4 immediate steps to take:
- Create a quality control checklist for technicians to use at every service stop.
- Set up a simple spreadsheet to track your customer retention rate and number of callbacks each month.
- Calculate your lead technician's current route capacity to see if it exceeds 80%.
- Review the advanced features of your scheduling software to support a second technician.
Starting a pool company is a rewarding path. Remember, your reputation for reliable service is your most valuable asset. Each clean pool and happy client builds your business. You have the steps, now go build a great company.
And as you start to collect payments, a simple solution like JIM can help. It turns your phone into a card reader for a flat 1.99% fee, so you get paid on the spot. Download JIM to get started.
