While many segments of the pool industry are experiencing a slowdown in new construction, the sentiment among professionals engaged in high-end luxury projects remains remarkably positive. According to Jason Jovaag, owner of Hammerhead Aquatics, demand for premium pools and outdoor living spaces has held steady. “We deal with a lot of high-end builders and high-net-worth individuals,” Jovaag shared. “I wouldn’t say it’s recession-proof, but there’s still strong demand for what we do. We haven’t seen much of a slowdown in these higher-end projects.”
Jovaag, whose expertise lies in acrylic pool design, is frequently tapped to collaborate on innovative, large-scale builds across the country. In a recent conversation with Pool Magazine, he emphasized that the upper-tier market shows no signs of weakening. “We’re still getting new designs daily, and while some builders may be cautious with election uncertainty, the flow of high-end projects has continued without interruption.”
High-End Work Continuing Without a Hitch
The frenetic pace of new work for Hammerhead Aquatics has been emblematic of the resilience of luxury projects. The firm’s recent work includes the renovation of the Siesta Key Market pool, a property once featured on MTV’s Siesta Key. “The owner wanted to give the pool a facelift after the show wrapped,” Jovaag explained. “We added a four-sided acrylic window looking down into a bar area beneath the pool. The result is stunning, with ambient lighting enhancing the pool’s appearance throughout the day and night.”
Jovaag’s involvement in marquee projects underscores the strong demand for luxurious, high-concept pool designs. A standout among these projects is a recent installation at the St. Regis Resort. “We installed 24 acrylic windows in small plunge pools across three residential towers,” Jovaag noted. “Each unit has its own individual pool, and the stainless-steel vessels we used were a perfect fit for the project. This is a one-of-a-kind addition to a world-class property.”
Another eye-catching endeavor involved a rooftop pool renovation in downtown Miami. The stainless-steel pool, designed in partnership with Bradford Products, had to be delivered in multiple pieces by helicopter. “It was a challenging project,” Jovaag admitted. “Once the pool structure was installed, we added six acrylic windows around the perimeter, offering panoramic views of the Miami skyline. It’s a breathtaking addition, especially with the ambient lighting extending into the bay.”
High-end work such as this highlights a trend that has defined 2024—despite economic uncertainty, the luxury market continues to thrive. “These projects take years of planning, and the investment level remains high,” Jovaag said. “We’re working with clients who want to make bold statements with their properties, and they’re willing to pay for the best materials and craftsmanship.”
Expanding Opportunities and Continued Optimism
Looking ahead, Jovaag’s firm is poised to take on even more ambitious projects, including collaborations on international resorts and high-profile developments. “We’ve got some exciting projects lined up,” Jovaag revealed. “There’s Hilton work coming, resorts in the Bahamas, and a large-scale project in Anguilla that will push the boundaries of what we’ve done before.”
Hammerhead Aquatics is also involved in a unique build in Beverly Hills, working with McClean Architecture. “The project features a pool that is 80% acrylic, suspended over another pool on a lower level,” Jovaag explained. “The design includes eight acrylic windows built into the pool floor, with a U-shaped acrylic structure cantilevered off the house’s edge. As you drive through the Bird Streets, you’ll see this body of water seemingly floating off the side of the house.”
This level of complexity demonstrates how demand for high-end pool designs remains strong despite broader industry challenges. Jovaag emphasized that the market at this level has proven resilient. “We’re not seeing doom and gloom,” he said. “There’s some cautiousness with the upcoming election, but the high-end builders and designers I work with are staying busy. We’re planning well into 2025, and there’s no indication that the flow of luxury projects will slow down.”
Post-Pandemic Shifts Bolster Luxury Market
Jovaag attributes some of the ongoing demand to changes in consumer behavior sparked by the pandemic. “COVID made people rethink how they use their homes,” he explained. “Backyards became personal retreats, and outdoor living spaces exploded in popularity. Even now, clients want to create spaces that rival luxury resorts. They’re investing heavily to make their outdoor areas enjoyable year-round.”
While other segments of the industry may be feeling the impact of economic uncertainty, Jovaag remains optimistic about the future. “Our business is strong because these types of projects cater to clients who want the best of everything,” he said. “We’re not just building pools; we’re creating experiences that elevate properties to the next level.”
No Sign of Diminishing Demand of High-End Luxury Projects
With 2025 on the horizon, Jovaag is confident that high-end projects will continue to drive growth. “We’re seeing some incredible designs in the pipeline,” he shared. “Even though some clients are being cautious, the demand for unique, high-end pools isn’t going away. We’re excited about the challenges ahead and look forward to pushing the limits of what’s possible with our materials and designs.”
For Hammerhead Aquatics, the focus remains on delivering exceptional results. “We thrive on complexity and innovation,” Jovaag said. “The work we do is years in the making, and we’ve built a reputation for delivering on these large-scale, high-concept projects. We’re not slowing down.”
As the pool industry adjusts to changing conditions, the luxury sector stands out as a beacon of resilience. With no sign of diminishing demand, Hammerhead Aquatics and other high-end builders are well-positioned to navigate the evolving landscape. “We’re staying busy and optimistic,” Jovaag concluded. “The future looks bright for those of us working in the high-end market.”
Ready to take a deeper dive?
Listen to our entire conversation with Jason Jovaag of Hammerhead Aquatics on the Pool Magazine podcast.
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