The industry is quietly undergoing a change. Each month and every year, more veteran workers are leaving the industry, while a newer generation takes their place. It is evident at trade shows and in conversations, as well as when you visit companies that manage pools and spas. This industry is run by professionals with years of experience who are planning for their eventual retirement and graceful transition from full-time management.
There are many reasons for the success of this industry’s large old guard. The pool and spa industry grew rapidly when today’s retirees started out as young entrepreneurs. Many people began businesses when the country realized its love for pools and spas.
Some of the businesses that they started are now 40 or 50 year old. In some cases, the original entrepreneurs still run the business. Despite this, the consolidation that is seen in other industries has not taken place. Our industry is still a collection discrete proprietary firms.
The sheer enjoyment of working in the spa and pool industry has also been a major factor. People tend to stay in this industry because it is fun. It’s a profession that people are proud of, because they make people happy by giving them water.
A younger generation has taken over the reins and is hoping to guide this industry into a brighter future than that which the seniors have left behind.
Three successful newcomers, who rose quickly to positions in retail, service and building, were interviewed to find out their thoughts on the industry they inherited and what direction things might go in the future. These are the new captains of the industry who will guide the industry through the mid-century.
Meet the Panelists…
Maggie Wood
Maggie Kraus photos courtesy of m.krausphoto
Maggie Wood
Hansen’s was founded by’s dad in 1982. It is a construction, retail and service company that serves Northern Illinois and Southeastern Wisconsin. She started working in the business at a very young age. Now she is general operations manager, and has transitioned into ownership.
Michael Krause
All photos of Michael courtesy Cody Margott
Michael Krause
worked for years in his stepdad’s pool service business before he started his own pool company, First Response Pool Service, north of Los Angeles. He had to overcome a bad break (two, actually) at the start, but that’s all behind him now.
“The weekend that I launched my business, I broke both of my legs. My dream of owning a business seemed to have vanished. After a year’s worth of surgery and a lot of time on the couch, I decided to give up. If I can walk well, I will figure out how to service pools all day. We are still going strong today. The business is booming .”
Chase Decker
All photos of Chase courtesy Kelly Tarrant Photography
Chase Decker
started working summers for a pool company when he was 18. It wasn’t long before his twin brother, Shane, joined him, learning the job from the bottom up; however, the brothers always dreamed of owning their own business. Three years ago, they started Tennessee Valley Pool & Spas, offering retail, service and fiberglass installation.
“I began by installing pool decks. It was addictive, but I liked it. There are so many ways to install a pool deck. My brother and I are now working together. He is doing the installation and maintenance, while I am handling more of the day-to-day operation. .”
THE Greatest Generation of Pool and Spa Professionals:
People who built up the industry over the past century are now leaving. Some have already left. This was a self-sufficient generation that had a lot of entrepreneurial skills. The pool builders of that generation didn’t have the same educational opportunities or tools as we do today. But they were able to solve many challenges in building pools, and some of them brilliantly. They had some years where they thrived and others — 1981, 1992, 2008 — when they simply hung in there to fight to survive.
MAGGIE : “What this generation showed us was lots of grit. My dad [Dave Sturino was Maggie’s father and the founder of the company] showed me what grit is. He had to do a lot, both personally and professionally. There was a severe economic downturn. When that happened, I had just graduated from high school. I was young, naive and honestly didn’t notice much, because he kept pushing forward. He made sure that we never felt the negatives in life. I am so proud of all the changes this generation has experienced, the ups and the downs. “There’s a great deal there, a ton of knowledge and grit they’ve displayed for the past 40 years.”
MICHAEL : “It’s amazing what they built before the technology that we have today. We now have access to internet training, education and all of those other things they didn’t. I mean, my phone can give me instant information. Many of the standards weren’t developed when the pool industry was just starting out. You learned from a pool expert or mentor who said “Hey, look at this, try it on your pools.”
CHASE They showed us — younger people coming into the industry – this is how it should be done. It can be difficult to convey this message to younger generations, depending on who you are talking to. That’s the thing I most respect. As a member of the younger generations, you may think that you know. You may think you know it all, but you don’t. “But yes, when you talk about the older generations, I believe it comes down to gritty. Maggie chose a great word. “Grit is the word that best describes their work ethic.”
On the subject of competitors becoming collaborating rivals:
Most companies have competed fiercely for customers for most of the industry’s history. They believed that what was good for my neighboring pool and spa company would be bad for mine, and vice versa. Businesses jealously guarded their business and product knowledge to prevent it from being used against them. This mentality is changing along with the changing of the guard.
Two new paradigms are heard in the voices of the younger generations: “A rising tide raises all boats” or “the larger the pie, then the bigger each piece”. Competition will always be a driving force in business. But the next generation is also aware of the importance of collaboration.
MICHAEL : “On service, at least here in Southern California, about eight years ago, it was not uncommon for there to be bad feelings between pool service men from different companies. They always put quantity before quality. The number of accounts you have in service seemed to be more important than your profit numbers. When I started attending the Western Pool & Spa Show I noticed that the pool guys were not talking to each other as much. They would just walk past each other.
“I believe that’s changing. You see a lot of people talking, mingling, and laughing together. Sometimes, they even try to come up together with new ideas. Working together has been a great thing for our industry. If we work together as a team, no matter which side we are on – whether we’re building, installing, or servicing – we can grow the industry for everyone.
“If another pool man asks me ‘How’d you do that?’ or ‘What’re you adding to your pools to give it that perfect touch?’, I will tell them immediately because they may find a better solution than mine and tell me about it. I know I’m in it for the long haul, and I am confident in my work, so I don’t worry about losing anything by helping others. We’ll just keep growing our industry which will grow us.
CHASE When I started in the industry, there was a lot more competition.
There’s always someone who is better than you. You can become better by befriending the people you once considered your enemies, and learning from them. I learned a lot from buying groups. I learned a lot from Gohlke Pools where they have people who are very good at it.
“And then I knew that we are nowhere near what they do.” It’s a mind-opener to see it the first time.
MAGGIE “That’s such an important thing. To drop that armor, and to drop the ego, and to say, ‘Okay, I know I’m good at it, but what’m I missing?'” But, this can be a very difficult thing to achieve.
I’ve developed a number of good relationships with people who are in the same industry all across the country. The relationships that we have with people in the pool and spa industry are what keeps us interested in this business. Our industry is unique. It’s not. One of the best things about my job is that I get to do everything. It’s exciting to know that no day is the same. No one else can really appreciate what it’s like unless they are also doing it.
“And those closer relationships will help us move towards a common objective. The game will change for us all if those of us who care about our industry work together to send the message that we are here to help. “Building these relationships with like-minded professionals can be like creating a product that we all create — it is life-enhancing.”
ON THE NEW WORK-LIFE BALANCE
Generations that are retiring from the spa and pool industry worked before the turn-of-the century. This was a different time in our country’s past. You did work for money. It was considered good to do more work, as it meant earning more money. The unpleasant aspects of work are generally tolerated when both eyes are on the paycheck.
Gleichzeitig, the interpersonal relationships between employees and managers were also different. Managers knew less about the personal lives of their employees. It was not really a part of the equation. Now, the workplace dynamics are changing quickly. The next generation is leading this change.
MAGGIE : This change has been discussed frequently between my older and younger staff, and in particular between myself and my father. He was born in 1960, when it was all about show up, shut-up, and get on with the job. They did it that way, and they got a lot of things done. We don’t do that anymore. My generation is not like that. We want more.
I worked seven days per week during the summer for more than 10 years. I have two small children and a husband who works nine to five during the week. When COVID struck, we spent the first time as a regular family. I used that time to think hard about the implications of all this for our business and my employees. “I decided to close the business on Sundays. This was a big decision for us. It wasn’t a decision that was met with much support at first, but it has gained a lot more acceptance now. I believe my father sees it too. “I’ve had my employees stay with me much longer due to it.”
“None was easy. Over the past five years, my dad and I have spent a great deal of time on it. And I pushed him just a bit. He didn’t always like it, but I pushed him hard to step down from his management role. I knew that the next generation needed more than anything else. I am so grateful that my dad, who is a brilliant man and a mentor to the highest degree, knows when to step back without being offensive. He said: “Okay, this is what you get.” “You take the reins and I will step back from managing people.
ON THE FUTURE OF THE POOL INDUSTRY — WINNING RESPECT
A combination of factors has led to a relatively low level of respect for a profession requiring a combined knowledge of chemistry and plumbing, electrical engineering, materials, and structural engineering. The first task for the next generation will be to eliminate consumer ignorance and increase the respect due to the complex endeavor of providing clean, clear, safe recreational waters every day.
MICHAEL : I’d like to watch this industry follow the plumbing, electrical and HVAC industries. Customers respect those industries. This level of respect is not yet attained by the pool industry.
When a plumber gives them a price, it’s “Oh, I guess that’s what we’ll pay.” When the plumber tells them the price, they say, “Oh, that’s about what we’ll be paying.”
MAGGIE : “You’re right Michael, we’ve dealt with this for a long time — people asking us, ‘Why don’t you diagnose it over the telephone?’ or what have you.
We get calls from customers who want to know why water is coming out of the backwash port when we are super busy at work. We put so much effort into training that we are forced to think of ourselves as lawyers. You wouldn’t just call a lawyer to ask for advice.
“We are not respected for our knowledge, so we’re asked to give it for free. We need to start positioning our work as a career. It’s more than a temporary job for the summer.”
“PHTA offers an apprenticeship program in service. That’s a good step forward.” I think we need to get things in place for retailers and service providers so that they can attend a career fair at a high-school and be prepared to tell a young person that there are career options available to them. Come and be our apprentice to become a professional pool service — not just a pool guy/gal but a professional pool service.
Maggie, Michael, and Chase will be joining the AQUA Live Leaders Retreat in December to participate in “Observations From The Next Generation”, a panel discussion on the changes that are occurring in the industry. This live discussion will take place from 12:00 pm to 1:00 pm, Wednesday, 12/12/13.
