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Optimizing Your Pool Business For Success With Jacob Durand of J&M Pools

Optimizing your pool business during a changing economy is a must according to Jacob Durand of J&M Pools of Senoia, GA.

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Optimizing Your Pool Business For Success With Jacob Durand of J&M Pools

Success in the pool industry is a unique journey for each company, marked by a commitment to continuous improvement and strategic optimization. While the roadmaps may differ, one commonality among thriving pool companies is their dedication to fine-tuning their processes and promoting excellence within their teams. By focusing on recruiting top talent, leveraging education, and maintaining high standards, these companies achieve significant growth and customer satisfaction.

How One Pool Company Optimized For Growth

To gain insights into how optimization drives performance, we spoke with Jacob Durand, co-founder of J&M Pools in Senoia, GA. Ranked #12 on the 2023 PSN Top 50 list, J&M Pools is renowned for its luxury pool and outdoor living projects, consistently earning awards for design and craftsmanship.

Intelligently Scaling

The firm Jacob started with his brother Mike, was initially focused on cleaning and maintenance. The brothers however soon recognized the need to put together a robust team that could support future growth. By hiring skilled professionals, they could focus on brand building and marketing to attract more customers.

“What we did is we hired and tried to find the best talent in our area at the time. We ended up recruiting our first technician and then it wasn’t too long before we recruited a maintenance manager too. Then it was the same deal with new pool construction. It was a only matter of time before we got sick of saying no to the phone calls and hired a construction manager to expand that business. All that growth came from necessity,” said Durand.

Optimizing your pool business for growth with Jacob Durand, one of the nation's leading pool builders.
Builder: J&M Pools – Photography: Jimi Smith Photography

Attracting The Right Clients

The transition from a maintenance-focused firm to a builder of award-winning pools brought its own challenges. However, Jacob emphasized that these obstacles were opportunities for learning and growth.

“I would say the challenges never stop. Sometimes with the higher-end projects, you would love for everything to just be faster,” said Durand, “the problem with anything higher-end is speed is not necessarily of utmost importance, or at least it shouldn’t be. It should be the quality and the craftsmanship. We’ve been heavily involved with WaterShape and Genesis education, but always making sure that if we were going to do something, we were going to do it right. Not because we thought it was right, but because we knew it was right, because we were educated on the topic through the best in the industry,” he explained.

For high-end projects, managing client expectations is crucial. Consequently, Durand said their organization focuses on educating clients about the importance of quality over speed.

“A big challenge is really fine-tuning and explaining to the client saying hey, if you want something to this level, just don’t expect it to be fast. But when we’re done, you’re going to be glad we didn’t do it so quickly because you’re going to love it for many years to come,” Durand noted.

Builder: J&M Pools – Photography: Jimi Smith Photography

Allowing The Work To Sell Itself

One of the greatest lessons Durand found out about the pool sales process came with understanding the importance of showcasing their work through high-quality video and photography. He says it does a lot to help attract customers, however an in-person pool tour is his key to sealing the deal.

“We do so many fun projects. Whenever we have that client that really trusts us and we can incorporate fire elements, the furniture, the masonry, pebble interiors, landscaping, the outdoor lighting, the surround sound, when you get that full ambiance, there’s just no photo equal to the task. We win a lot of awards off of great photography. Jimi Smith is one of our photographers,” Durand shared.

“He is the premier pool photography guy. But you could take a thousand photos of this pool. You could video this pool. Nothing even comes close to going out there and experiencing it. Because when you’re in sensory overload and everything is creating a positive vibe with each other, there’s no image or video that comes close. You just have to be there in person,” confided Durand.

“I’d love to just take every potential client out and show them our top 20 to 30 pools because there’s nothing like it. With local people, we can do that and that’s huge. When someone says, Hey, why are you $30,000 or $40,000 more than your competitor? The product is the exact same. They’re so uneducated when they make a statement like that. It’s not their fault. They just don’t know any better until they see the work first-hand,” said Durand.

Builder: J&M Pools – Photography: Jimi Smith Photography

Leveraging Financing

Optimizing around new channels for financing has also been a cornerstone for J&M’s success, enabling them to undertake larger projects. Something Jacob noted has been critical in the face of changing economic conditions.

“Financing is huge for us for a number of reasons. Not everybody is going to have anywhere from $80,000 to $250,000 just freely disposable to spend on a swimming pool. What they need to do is they want to break that up into a monthly payment. We’ve had an awesome partner in Viking Capital. Even if they’re not financing the entire pool project, they can come in and serve as a reflection of us with the same quality for that client to help them through that financing side, which allows us to have much larger projects than we would have,” explained Durand.

Optimizing Your Pool Business: Trimming The Fat

The COVID-19 pandemic significantly impacted many industries, and the pool construction sector was no exception. As people sought ways to enhance their homes and outdoor living spaces, demand for pool services skyrocketed. This surge in demand attracted numerous new players to the market, leading to an oversaturation of pool builders, cleaners, and technicians.

“You had a lot of pool builders come into the market after 2021. In a sense, the industry became oversaturated with pool builders, pool cleaners, as well as techs. People were really doing poor quality work,” said Durand.

Durand explained how the scenario, while challenging, also created an opportunity for J&M Pools. “We were able to come in during that slow down and trim a lot of fat from our company. Anyone who didn’t meet the standards that we expect out of the J&M brand, we were able to let them go and then really strengthen the core,” explained Durand.

J&M Pools’ success stems from their intelligent scaling, attracting clients who value quality, letting their exceptional work speak for itself, leveraging financing options, and trimming inefficiencies. By focusing on these strategies, they have maintained high standards, navigated economic fluctuations, and achieved sustained growth. Their approach serves as a blueprint for other pool companies aiming for long-term success amidst changing market conditions.

Ready to Take a Deeper Dive?

Listen to our entire interview with Jacob Durand on the Pool Magazine podcast.

Photo Credits: Jimi Smith Photography

5/5 - (14 votes)

Editor in Chief of Pool Magazine - Joe Trusty is also CEO of PoolMarketing.com, the leading digital agency for the pool industry. An internet entrepreneur, software developer, author, and marketing professional with a long history in the pool industry. Joe oversees the writing and creative staff at Pool Magazine. To contact Joe Trusty email [email protected] or call (916) 467-9118 during normal business hours. For submissions, please send your message to [email protected]

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Tenex Capital Management Acquires Pool Builder Franchisor, Blue Haven National Management Inc.

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Tenex Capital Management Acquires Pool Builder Franchisor, Blue Haven National Management Inc.

New York, NY – December 3, 2025 – Tenex Capital Management (“Tenex”) is pleased to announce an investment in Blue Haven National Management, Inc. (“Blue Haven” or “The Company”), a 71-year-old franchisor of swimming pool builders.

Headquartered in San Diego, CA, Blue Haven is believed to be the 2nd largest residential-focused pool builder franchisor in the United States. With 60+ locations nationally, Blue Haven is one of the most recognized brands in the pool industry. Blue Haven will continue to be run by Ryan Ripley, President/CEO and Matt Kimball, COO.

Blue Haven CEO, Ryan Ripley, commented, “We were very impressed by Tenex’s experience and network in the pool space and other similar industries. They offer extensive operational expertise and are poised to support our efforts in expanding our footprint by enabling us to better service existing and new franchisees. We have spent the past couple of years developing new technology for pool builders that is designed to improve the customer experience, and we believe Tenex will be a valuable partner as we continue to develop and implement Blue Haven’s offerings.”

Blue Haven COO, Matt Kimball stated, “Tenex provides the capital and resources that we believe will support our growth plans. We expect this partnership to help us move more quickly and make targeted investments for the benefit of our franchisee base and other stakeholders.”

Tenex Managing Director, Gabe Wood, remarked, “We are thrilled to partner with the Blue Haven management team & franchise operators. We look forward to providing marketing and technology support, as well as other capabilities that will allow Blue Haven to pursue their strategic and operational objectives to drive sustainable growth for this respected brand.”

The transaction closed on November 26th, 2025.

5/5 - (7 votes)

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Thinking Around Covers & Corners: A Pac-Man Style Spa

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Thinking Around Covers & Corners: With Todd Thomasson of Rockwater Farms

A client approached Rockwater Farm Landscapes & Hardscapes with a unique request: design a luxury backyard pool and spa that incorporated an autocover system. For many designers, that detail might have been a limitation, but for Todd Thomasson, owner of Rockwater Farm, it became the spark for something original. Rather than compromise the spa design, he treated the challenge as an opportunity to elevate the overall aesthetic. The result is a one-of-a-kind “Pac-Man” style spa that delivers both functionality and a striking focal point for the backyard.

A Philosophy of Unique Design

For Thomasson, every project begins with the belief that no two backyards should ever look the same. “We simply don’t build the same thing twice,” he explained. “Even if it’s another 20 by 40 pool, the backyard, the access, the elevations—all of it is different. Every time is the first time for us, and that’s what makes design exciting”.

This philosophy extends beyond pools. Founded nearly two decades ago, Rockwater Farm began as a landscaping company rooted in Thomasson’s background as a trained stonemason. Over the years, the company evolved to specialize in complete outdoor environments—pools, pavilions, fireplaces, outdoor kitchens, and landscape integration. That holistic approach ensures projects flow seamlessly, with one point of accountability and a vision that unifies all elements of the backyard.

Setting the Stage for Something Different

Like many of Rockwater Farm’s most memorable projects, this one began with a relationship. The homeowners had been long-time maintenance clients, trusting the company with their property care for years. When they purchased a new home in a growing neighborhood, they wanted more than just a functional backyard — they envisioned a place to entertain, gather, and enjoy with family.

The project unfolded in phases. First came a patio, outdoor kitchen, and pergola connected to the house — all designed and built by Thomasson’s team. But those elements were only part of a bigger dream. From the start, the homeowners knew a pool and spa would eventually complete the space. The question wasn’t if, but how.

The “Pac-Man” Spa

When it came time to plan the pool and reconcile the client’s desire for an autocover, Thomasson faced a design puzzle. The cover system required uninterrupted space at one end of the pool, which conflicted with traditional spa placement. Rather than forcing a compromise, he cut a quarter out of the spa and turned it into a design opportunity.

“I didn’t want the typical spa on the side of the pool that spills in. Those are dime a dozen,” said Thomasson. “We’re always asking: what haven’t we done, or what can we pull from different projects to create something unique? This became what we call a crow’s nest of a spa, perched up on the corner of the pool. Because of the shape, it ended up looking like Pac-Man”.

The cut-out serves multiple purposes. It creates a clean line for the autocover to function, ensures no one has their back to the pool—a safety consideration—and frames the water in a striking way. “By taking out that piece, we kept visibility of the water as a priority. Everyone in the spa is still looking across the pool, not away from it,” he explained.

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Pac-Man style three quarter spa with the fourth quarter turned into a tanning ledge
Pac-Man style three quarter spa with the fourth quarter turned into a tanning ledge.

A Balance of Safety and Style

Safety wasn’t an afterthought. For Thomasson, it was ingrained in the design process. He recalled his own childhood experiences as part of the inspiration: “I grew up with a pool. My mom was a school teacher, sitting on the deck with a whistle. That always stuck with me—the importance of seeing the water. It’s something I think about in every project”.

In this way, the spa design became both functional and symbolic. It respected the client’s need for safety, maintained visual oversight of the water, and at the same time became a distinctive element that elevated the project’s sophistication.

Aerial view of a unique Pac-Man style three quarter spa

Material Selections That Complement the Design

The pool’s elegance extends beyond its shape. Every material was selected with care. Around the pool, Thomasson used marble decking with a sandblasted finish, chosen for its comfort and practicality. “It doesn’t get hot underfoot like flagstone, pavers, or even concrete. At the same time, it provides grip, so it’s safe as well as beautiful”.

The pavilion, angled to enhance views from the house, introduces a rustic counterpoint with Pennsylvania flagstone underfoot and heavy timber framing overhead. “Everything on this project is natural stone. We don’t really do pavers. I’m biased as a former stonemason, but I believe it’s a better product. It holds up, and it looks timeless,” Thomasson said.

The interior finish of the pool is a darker blue plaster, selected for both aesthetic and practical reasons. It reflects light beautifully and helps maintain water temperature, creating shimmering, reflective tones that change with the sky.

Transitioning Spaces Through Stone

Another intentional design detail was the use of contrasting materials at transitions. “I like step treads to be a contrasting material so they stand out. If you run travertine everywhere, bright sunlight can wash out those changes and someone could trip. By mixing materials, you get safety and visual definition, while also creating a sense of arriving in a new space,” Thomasson explained.

Bringing the Backyard to Life at Night

Bringing the Backyard to Life at Night

While the spa steals the show during the day, the backyard transforms into something even more dramatic after sunset. Thomasson integrated extensive lighting throughout the landscape, pavilion, and pool features. Solid granite fire bowls, gas-powered and glowing after dark, punctuate the scene. The pavilion’s fireplace adds warmth and atmosphere, while deck jets and bubblers with LED lighting create playful movement and vibrant accents.

“There’s just a lot of different activity that can happen out here. It’s not just a backyard—it’s a resort,” Thomasson said.

The Moment It All Came Together

For Thomasson, the true impact of the design hit during the project’s first photo shoot. “It really sank in when I was there at night. The lights were on, it was warm, everything came together. I just walked around and thought, ‘We actually built this. This looks awesome.’ It was one of those moments where you stop, take it in, and appreciate what you created”.

That moment of reflection underscores what makes Rockwater Farm distinctive: a blend of design ingenuity, craftsmanship, and respect for the client’s trust.

Beyond the Expected

What could have been a design obstacle—the integration of an autocover—became the genesis of one of Rockwater Farm’s most memorable projects. By embracing the challenge, Thomasson and his team produced something that is not only functional but also a signature piece of design. The Pac-Man spa represents more than a clever workaround; it reflects a philosophy of turning limitations into opportunities.

In Thomasson’s words, “Ultimately, you want something different in your portfolio. That’s how we approach design. It’s about pushing creativity while still serving the client’s needs”.

For Rockwater Farm, thinking around covers and corners has become second nature—and it shows in every detail of this unique backyard retreat.

Ready to take a deeper dive?

Listen to our entire conversation with Todd Thomasson of Rockwater Farm on the Pool Magazine Podcast.

5/5 - (13 votes)

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Anthony & Sylvan Pools Announces CEO Transition

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Anthony & Sylvan Pools

WARMINSTER, PA, UNITED STATES, October 10, 2025 — Anthony & Sylvan Pools – the premier residential swimming pool and spa builder, renovator, and service provider in the United States – today announced that Chief Executive Officer Bonnie Chong will be stepping down after nearly eight years with the company to pursue a new opportunity in the professional services sector.

Since joining Anthony & Sylvan in 2018, Chong has held several key executive positions, including General Counsel, Chief Financial Officer, and most recently Chief Executive Officer since April 2022. During her tenure, she guided the company through the challenges of the pandemic and the post-COVID market environment while helping to strengthen its culture, built a high-performing leadership team and prepared a framework for the next phase of growth. Chong reflected, “Leading and supporting Anthony & Sylvan’s growth over the past eight years has been a true honor for me. I am grateful for what we have achieved and look forward to its continued growth and success in the years ahead.”

Chong will remain on the Anthony & Sylvan Board of Directors to support a smooth transition and continue contributing to the company’s strategy.

The Board has appointed Alan Walker, Senior Vice President of Operations, as Interim CEO, effective October 22, 2025, while a search is conducted for a permanent successor. With more than 20 years at Anthony & Sylvan, Walker brings extensive operational experience, deep industry knowledge, and strong relationships throughout the organization and the pool industry.

“Bonnie’s leadership, intellect, and integrity have guided Anthony & Sylvan through a transformative period,” said Erik Waldin, Chairman of the Board. “We are grateful for her many contributions and wish her all the best in her future endeavors. We also have full confidence in Alan’s leadership and his ability to continue the company’s positive momentum.”

About Anthony & Sylvan

Founded in 1946, Anthony & Sylvan Pools is one of the nation’s largest and most experienced swimming pool design and construction companies. In its nearly 80-year history, it has served more than a million customers throughout the U.S.

The entities doing business as Anthony & Sylvan Pools include Anthony & Sylvan Pools Corporation, Anthony & Sylvan Corp. and Anthony & Sylvan Pools North Carolina LLC. Anthony & Sylvan’s statewide licenses/registrations: #SPB.0000089 and HIC.0501976(CT); #2006201521(DE); #410512000233(DC); CPC1459629 and CPC1459777 (FL); #203008(MA); 05-129792 – Reg#95872(MD); #13VH01546700(NJ); #H-20201 and #WC22294H09(NY); #0023414(NV); #68766(NC); #006381(PA); GC-46619(RI); CLG 125269(SC); #75966(TN);13800478-5501(UT); #2701011419(VA RFC/ELE); and #WV030223(WV). FOR INFORMATION ABOUT CONTRACTORS AND THE NEW JERSEY CONTRACTORS’ REGISTRATION ACT, CONTACT THE NEW JERSEY DEPARTMENT OF LAW AND PUBLIC SAFETY, DIVISION OF CONSUMER AFFAIRS AT 1.888.656.6225.

Nicole Lasorda
Anthony & Sylvan

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