In the 19th century, sea captains had few accurate charts to
sail by, relying instead on word-ofmouth
experiences and the opinions
of other captains to anticipate potential
challenges on the journey ahead.
In a similar spirit, we offer this
forward-looking discussion for pool and
spa dealers preparing for the spring
and summer of 2025. While there are
some risky shoals out there — such as
ordering amid rising product costs —
there are also opportunities, as demand
remains relatively strong by historical
standards.
Retailers across the country have
been making critical decisions — ones
that could define their year. Inventory
planning is always a delicate balance, but
in a market that has seen extreme highs
and lows over the past few years, the
stakes feel even higher.
Some dealers are optimistic,
predicting steady growth, while others
are more cautious, watching economic
trends, consumer behavior, and, of
course, the weather as they prepare. One
thing is certain: Every retailer has made
strategic choices based on their past
experiences and future expectations.
The Grit Game team spoke with several
industry leaders to get a firsthand look at
how they’re approaching the upcoming
season.
SHIFTING STRATEGIES FOR A
NEW MARKET
In New York, Joe Cimino, president
of Dolphin Pools, has taken a highly
focused approach to inventory. “The
inflated COVID buying patterns have
come to a halt, and the focus has been
on maximizing profitability via smaller
ticket items,” says Cimino. Like many
retailers, he recognizes that fine-tuning
inventory to match current demand
is key to maintaining financial health.
Instead of carrying a wide assortment of
big-ticket items, the company is being
more selective, ensuring that every
stocked product aligns with customer
needs and purchasing trends. This
strategy helps them maintain a lean
inventory while still meeting demand for
high-end products when necessary.
But one of his biggest concerns
is one that’s impossible to control: the weather. “So far, 2025 has been
uncooperative. It’s been the coldest
winter in years, and it makes forecasting
the spring opening season worrisome.”
Yet, despite the uncertainty, Cimino
remains confident in his plan. When
asked on a scale of one to 10 how
confident he was in his 2025 inventory
preparedness, Cimino responded 10.
“We work shoulder to shoulder with
the staff and pay attention to what
our customer base is asking for and
purchasing.” His biggest takeaway from
past seasons? “You cannot be everything
to everybody. We’re focusing on what we
do best for our customer base.”
RIDING THE WAVE OF
GROWTH
For some retailers, the outlook for 2025
is bright.
“We’re probably going to have a
very good year. I expect a 10% growth,”
says Gary Burnett of Burnett Pools Inc.
in Ohio. Like many in the industry, he
recognizes the limitations of relying
solely on retail sales, so he’s shifting
focus: “We’re also focused on increasing
our service side through the next year
since retail can only increase so much.”
This diversification is a common
theme among retailers looking to solidify
their revenue streams. With economic
uncertainty looming, many businesses
are prioritizing stability by expanding
into service offerings, ensuring
consistent income even if discretionary
retail spending fluctuates. Expanding
service offerings not only provides a
steady revenue stream but also builds
stronger relationships with customers,
making them more likely to return for
future purchases.
CHALLENGES ON THE
HORIZON
Despite careful planning, concerns
remain. For Paul Como Jr., owner of
Pool Doctor in East Northport, N.Y.,
forecasting for 2025 is complicated.
Como notes a continued shift toward
online shopping, particularly for toys and
accessories. “The trend of our customer
base has been more empowered to buy
these items online, and COVID, in many
ways, drove this business even further in
the direction of e-commerce. Pricing is
also very difficult to compete with.”
Another common challenge among
a multitude of pool pros? Employee
retention. Seasonal businesses often
struggle with keeping trained staff year
after year, and for many, this remains a
top priority. Finding and retaining skilled
employees ensures a higher level of
service, which can be a key differentiator
in a competitive market.
“As long as we can keep our numbers
on par from the last few years, we’ll be
okay,” Como adds.
CAUTIOUS OPTIMISM: A
MARKET RESET
Others see 2025 as a return to normal
after the surge of demand fueled by
COVID-era stimulus money.
“It’s going to be better. I think we hit
a significant slump when all the COVID
money ran out, and we’re coming
back into either normal or good,”
explains Reid Scott of Scott Pools, Inc.
in Indiana. The company adjusted
its early buys carefully, considering
previous carryover inventory. “We would have been a little heavier on our
early buys, but because we went heavy
during the COVID years, we had some
carryover, so the early buys were more
in line with what’s ‘normal’ — but only
because of that.”
Retailers like Scott are focusing
on maintaining efficiency, using past
seasons’ lessons to avoid overbuying
and keeping inventory levels in check.
Many retailers are becoming more
selective in their purchasing strategies,
ensuring they invest in the right mix
of products to maximize profitability
without taking on excess financial risk.
LEVERAGING DATA FOR
SMARTER INVENTORY
DECISIONS
For some retailers, technology
and data analytics are becoming
increasingly vital tools in the inventory
planning process.
“For 2025, our buying decisions are
driven by data-driven forecasting to
better project inventory needs,” says
Dapo Fadeyi, president of E-Konomy
Pool Service & Supplies in New
York. He emphasizes the importance
of agility in today’s market: “We’re
seeing continued demand for core,
high-volume items, while specialty
products fluctuate more. Staying agile
is key, especially in an inflationary
environment, where maintaining
competitive pricing is essential.”
One of his biggest concerns is
overstocking. “Excess inventory can tie
up resources unnecessarily. Thankfully,
our next-day ordering flexibility allows
us to efficiently manage one-off or less
common items without the burden of
stocking.”
To mitigate risk, Fadeyi is leaning
deeper into technology. “We’re using
data analytics and AI to refine our
inventory planning. By focusing on
patterns in customer buying habits
and local market shifts, we’re better
positioned to stock smarter, reduce
excess inventory, and capitalize on
high-demand products.” The use
of AI-driven insights helps retailers
anticipate market shifts with greater
accuracy, allowing them to pivot
quickly when needed.
THE 2025 TAKEAWAY:
SMART, STRATEGIC AND
FOCUSED
As the 2025 season unfolds, pool
retailers are proving that success isn’t
just about making the right bet — it’s
about smart planning, adaptability,
and knowing their customers. Some
are predicting growth, while others
are cautiously watching market trends
and shifting consumer behaviors. The
strategies may differ, but the goal is
the same: a winning season built on
careful forecasting and maximizing
profitability.
Whether it’s shifting to more
service-oriented models, optimizing
inventory, or harnessing the power of
data, one thing is clear: The pool retail
industry is evolving, and those who
plan wisely are best positioned to ride
the wave into a successful year.
This article first appeared in the April 2025 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
