As Latham Pools prepares to celebrate its 70th anniversary next year, the company shows no signs of slowing down. On the contrary, CEO Scott Rajeski says the company is leaning harder than ever into what made them a leader in the first place — innovation, execution, and an unwavering focus on the customer experience.
Reflecting after connecting at this year’s Pool & Spa Show in Atlantic City, Rajeski observed a noticeable resurgence of energy in the pool sector. “The excitement, the enthusiasm at the show — it was probably one of the better shows in many years,” he shared. “Traffic was great, attendance was up, and, you know, a lot of buzz back in the industry, which is great for all of us.”
Meeting the Moment: The Rise of Plunge Pools
One of Latham’s most talked-about recent developments is their expanded plunge pool collection — a timely response to changing consumer demands as lot sizes continue to shrink across North America.
“The response has been phenomenal,” Rajeski said. “People are using their pool in the backyard as an entertainment feature these days. You know, the Milan has really resonated, and we’ve just launched the vinyl liner package pool Calypso series in four configurations. Starting with a very simple pool, but then one that becomes more and more feature-rich over time, with benches and ledges that are in there.”
Latham’s plunge pools are designed not just for smaller spaces, but for faster, easier installation — a major advantage in today’s tight labor market. Their new Calypso series was recognized at the International Pool | Spa | Patio Expo for its innovation in installation time, energy efficiency, and ease of maintenance.
“It’s a very simple design. It’s a really easy install for a pool builder,” Rajeski explained. “More importantly, it’s a much faster install, so the consumer’s able to get into their backyard and get into their pool and enjoy it much quicker.”
Turning Challenges Into Opportunities
Amid recent reports of widespread issues with concrete pool deterioration — sometimes called “concrete cancer” (ASR) — Latham sees an opportunity to educate consumers about alternatives like fiberglass.
“It’s unfortunate for all the homeowners who bought one of those pools and are experiencing going through these issues and concerns,” Rajeski said. But the shift in consumer awareness aligns perfectly with Latham’s long-standing messaging.
“We’ve been trying to market the benefits of fiberglass against concrete pools. I do think this gives us another opening in terms of educating consumers, builders about fiberglass — the opportunity, whether it’s the faster install, the low-cost maintenance… you’re getting a shell built in one of our factories, delivering it right to the backyard, setting that vessel in the ground, and the homeowner never has to worry about anything again.”
Timing has worked in Latham’s favor. Their “Sand State Strategy” — a focused and concerted effort to expand its market penetration launched just as headlines about concrete pool issues became more prominent.
“We’re advertising and marketing all of the benefits of fiberglass pools — the ownership, the faster install, the customization, the cost benefits versus a concrete pool. We’ll continue to drive the awareness of fiberglass ownership.”
Leading the Digital Revolution in Pool Buying
Latham’s innovation isn’t limited to product design — it extends into technology platforms designed to transform the pool-buying experience.
Tools like the Latham Pool Visualizer, which allows consumers to see how a pool would look in their backyard via augmented reality, were born out of real-world frustrations.
“You’re out there spray painting your backyard, moving templates around, trying to get a feel of what it’s going to look like,” Rajeski recalled. “I remember I said, you know, imagine if you could come up with a tool — just like in Christmas Vacation with Clark Griswold when he imagines the pool in his backyard and he can visually see what it’s going to look like.”
Visualizers not only enhances the consumer experience but also accelerate the sales cycle, said Rajeski. “It was all about enabling the pool buying decision for the homeowner, but also generating a lead direct to the dealer to hook the consumer and build their opportunity to close the sale.”
Latham’s tech ecosystem also includes Measure by Latham Pools — an AI-powered device that uses LIDAR and HD cameras to create precise measurements for safety covers and vinyl liners in minutes.
“It all started with a conversation about the disruption caused by measuring a liner in the backyard… very time-consuming, completely manual, and lots of opportunities for mistakes,” Rajeski explained.
Instead of requiring a two- or three-week process with multiple site visits, Measure by Latham Pools can map a pool with one technician in under 30 minutes. “It designs and quotes the liner or cover immediately and sends that quote right back where you can hit the button, create the purchase order, and send all of that design and cut sheets right back to our manufacturing facilities to produce that liner.”
It’s a major efficiency boost for both dealers and homeowners. “Now they’re measuring four or five times more liners in a particular day… It’s a huge profitability play for the builder.”
Importantly, the system’s built-in AI continuously improves with use. “The more measurements we collect, the smarter the device gets — cutting that design time down, hopefully eventually to 10 or 15 minutes.”
Strengthening the Connection Between Consumers and Builders
In tandem with its visualizer and measuring technology, Latham developed the My Latham platform — an all-in-one system that keeps consumers organized and engaged throughout the pool planning process.
“What we’re trying to be is the salesperson out there connecting the person who’s interested in a pool to the pool builder who can install it for that homeowner,” Rajeski said. “We nurture them through that entire buying process… then make that connection of a hot sales lead to one of our best builders in that area or zip code.”
Everything — from educating homeowners about fiberglass vs. concrete, to offering AR visualization, financing options, and finding a local builder — is streamlined through My Latham, making it easier than ever to turn dreams into backyard realities.
The Road Ahead: Innovation at Full Speed
As Latham looks ahead to its Platinum Anniversary in 2026, innovation remains at the heart of its vision for the future.
“We’ve talked a lot about launching many new, innovative models and pools that will resonate in specific geographies,” Rajeski revealed. “Smaller pools with built-in spas and ledges — just beautiful designs that will fit in those smaller backyards.”
Beyond new designs, Latham is also focused on upgrading manufacturing capabilities to produce models faster. “Cycle time, speed to market, the ability to produce more models for builders faster — that’s where we’re headed.”
Rajeski credits the company’s success to its people: “It’s having extremely bright and talented individuals in the organization — from marketing, to engineering, to the hourly folks making the pools in the factory, to the truck driver delivering that pool right to the backyard.”
At the end of the day, he said, it’s about helping families create lifelong memories. “Everyone dreams of having that swimming pool, celebrating life’s memories and moments… it’s not every day you get to wake up, come to work, do something that makes people’s dreams come true.”
As Latham nears its 70th year, that mission remains stronger — and more innovative — than ever.
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Listen to our entire conversation with Latham CEO Scott Rajeski on the Pool Magazine Podcast.
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