Pools have been around for many years, and like all industries, they are subject to change. This sentence sounds like the opening of every “Suck It Up, Buttercup!” pep talk that has been given to discontents unhappy with new things since the dawn of time. But let me explain.
In some cases, these changes have threatened the livelihood of pool service professionals. When I was asked to give the Keynote address at the World Aquatic Health Conference last year (WAHC), it seemed obvious that the topic, especially in light of the recent pandemic, would be the changes we have seen over the years within the pool industry. It also allowed me to highlight successes and prepare for looming changes. You must understand, however, that I am not interested in jumping aboard the evolution train or waving my white flag. The passengers that I am able to convince onboard.
It is a common misconception that to change, you must change — and become someone else. They tell you “Hey, change is necessary.” This advice/instruction makes people want a telepole to hit themselves in the face. The words “comply” and “evolve”, sound as if someone or something is trying to take away something from you.
It’s hard to ride your car on a Jersey sidewalk when everything is thrown off. We should not be deluded into thinking that we can make the journey effortless or uneventful. No matter how bumpy it is, as long you don’t loose any of the you-ness, that makes you unique, you should be fine.
When the next big wave comes, grab your fists tight around your chutzpah as if it were your life. Because it is. This is your lifesaver. You must then recognize the change and give it a finger. Take control. This is how you can help an industry survive a forced change and still be something that you want to work in.
Please forgive me – I can get passionate. When the shmutz comes, I’m adamant it will be the expertise and character in the field of work that gets us through. Let’s look at some of the changes that the pool industry has seen, including some product announcements in the past and some things they said would put us out of business.
1980s
Mail-order companies have been one of the biggest changes in the pool industry. The first major player was a husband and wife team who took orders and shipped products out of their garage. Does this sound familiar? We will continue to see this trend.
They began offering cheaper prices for chemicals and equipment than traditional pool companies. The industry was alarmed by this change, as many thought that mail order companies would drive traditional pool service and retail companies out of business.
This didn’t happen. Many homeowners preferred traditional pool services despite the low prices of mail-order companies. Pool service companies offer a higher level of service and expertise than mail-order companies. Mail-order companies also forced homeowners to maintain their pools themselves, which was time-consuming and difficult.
1990s
Two friends partnered in the early 1960s and began selling direct to consumers…wait for it…from their garage. The reach of their business grew at a moderate pace throughout the remainder of the decade and the following two. This retail giant didn’t begin to grow quickly and nationally until the 1990s. They expanded and so did their purchasing power.
The sticker price reflected the deep discounts that they received. It was a blow that would have put us out of business. How can we compete? The short answer is: we don’t. We force them to compete with us. We did exactly that. We lost some mom and pops, I won’t lie, but the service was still going strong. We were able to offer unsurpassed customer service in the customer’s own backyard. The convenience factor and level of expertise was also unmatched.
2000s
Lowe’s began as a general retailer in 1921. However, Home Depot was the first to open 60,000 square foot of retail space. It wasn’t an issue for us, because they didn’t sell pool equipment until the early 2000s. The pool pros were put under pressure when customers began mentioning HD product ads. Again, however, it was knowledge that won out. Do you not believe me? Ask any orange vests the next time you are in the pool how to use their chemicals.
2010s
E-commerce has also become a major threat to the industry. Amazon and other e-commerce platforms made it easier for consumers to purchase pool chemicals and equipment from home.
You’ll find people selling products at substantially reduced prices from their garages or warehouses. This shift also threatened the very existence of pool service companies, as homeowners were now able to buy the products and maintain their pools themselves. This was a major problem. From their garage, anyone could sell pool products across the country. YouTube, created in 2005 by three guys in their garage, was a concern because of the DIY video instructions that were available for free. We value our knowledge and experience, which is reflected in our prices. If not, then you are selling yourself short. Even though there are many very knowledgeable people on the platform who provide excellent instruction, most of the how-to-pool videos were created by idiots.
How did we compete against the Internet? We didn’t. We forced the internet to compete with us. It turned out that traditional pool service companies can’t compete with us: They are known for providing personalized service, superior technical expertise, and a doctor/patient relationship.
Remember that you are a sort of quasi-chemist. Try this: Tell your customer to check the internet for the date they will be able to come and guarantee that pump they purchased and installed themselves last month. Okay, so it’s not true, but…
Pool service professionals, as in all previous challenges, remained strong and did not give up during the weather events. Amazon was started in Jeff Bezos’ garage 30 years ago.
2020s
The COVID-19 virus pandemic brought significant changes to many industries. The pool industry was no exception. At first, the government quarantined us all. Initially, the government quarantined us all.
We all took it upon us to call legislators and demand that this be changed. Some of us even called states other than our own. Myself and Dan Lenz, (All Seasons Pools Chicago, Ill.), were able to have the ban on pool construction and service lifted in three different states, and in two counties of a completely different state. We hired people to sew masks when they were scarce and we could not work without them. We then shared them free of charge with other pool professionals. I personally sent around 1,000 masks to all pool service technicians in the United States.
The cost of chemicals and pool equipment has skyrocketed due to supply chain disruptions. Many believed that these price increases would put traditional pool service providers out of business as homeowners could no longer afford to pay for their services.
Once again, the pool industry is a driving force in the landscape’s evolution. Despite the shortages and constant price increases, we thrive. This, my friend is all because of you as a pool professional. We found a solution to everything. This is not “adapting.” This is taking control — it’s what we’re good at.
The article was first published in AQUA Magazine, the leading resource for pool and spa retailers, builders, and service professionals. All industry professionals can subscribe to the print edition of AQUA Magazine for free. Subscribe by clicking here.
