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Pool Goods: From Brick & Mortar Pool Store to Online Retailer

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In the competitive world of swimming pool retail, standing out requires more than just having the right products. For Jake Riggs and his family-owned business, the key to thriving in both physical and digital realms lies in their deep industry knowledge and unwavering commitment to customer service. PoolGoods.com, their latest venture, exemplifies how traditional businesses can successfully transition to the online market while maintaining their core values.

Transitioning From Brick & Mortar to E-Commerce

Jake Riggs, the dynamic force behind Pool Goods, shared insights into this journey, reflecting on the company’s rich history and strategic shift towards e-commerce. “We have three physical retail locations here in the South Carolina, North Carolina area,” Riggs explained. “Really, what began this journey for us 35 years ago was my dad and uncle started selling walk-in spas. They turned that into a pool business, and eventually a service business. We’ve always adapted to the industry’s needs, which led us to this venture.”

The catalyst for this transition was simple yet profound: offering customers a path of least resistance. “What we’ve noticed is our customers wanted another way to buy from us,” Riggs said. “Whether that be actual tangible products or just our service. That’s really what launched PoolGoods.com. We started the site because it’s an avenue that the customers want to be met at. Now we’re accessible 24/7, regardless if our retail or building operation isn’t open.”

Riggs’ background in the tech industry provided him with unique insights, making the digital leap smoother. “For me personally, it was a natural fit. I came from a tech distribution company, and I took what I learned there on the business-to-business side I brought over here. My family, on the other hand, had to adapt from their roles in construction and sales. We realized convenience is key. I asked a long-time customer why they weren’t buying chemicals from us, and they said it was just more convenient to buy online. That was the wake-up call.”

Online Retail: Into The Deep Water

Despite the challenges of delving into online retail, Riggs is optimistic about the future. “It’s been two years of trial and error, but we hit a point now where we’ve got a really good team. We take pride in our industry knowledge and accessibility to our customers,” he said.

Understanding the intricacies of e-commerce was one of the most significant hurdles. “How do you understand Google or the search engines?”, Riggs mentioned, “How do you understand the advertising? There’s just a bunch of verbiage that being a pool person, you don’t immediately understand. And it’s like this Bigfoot thing. What is SEO? What are backlinks?”.

Access to so much consumer data provides the opportunity for optimizing content based on what consumers are really searching for. Leveraging this data, has been instrumental to growing their online platform. “There’s a lot of metrics that we look at now so that we can be relevant in search. I mean it’s Amazon, Walmart, you’re competing against those guys,” said Riggs.

In 2023, U.S. e-commerce sales reached about $1.119 trillion, a 7.6% increase from 2022. This booming market presents a significant opportunity for pool stores to capture a larger share of the pie. Riggs and his team recognized this potential early on and made strategic investments to position PoolGoods.com favorably in this expanding landscape.

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Getting more people onto the website required investment and strategic planning. “You have to pay to play. It’s more capital to open up a retail store but it’s the same principle with e-commerce. There’s nothing fair about it. You have to be relevant with SEO and get on those pages,” Riggs noted.

Pool Goods

Differentiation Based on Service

“Where the bigger players miss the connection on service. What’s your why? It’s natural because we’re in the business,” explained Riggs, “If you’re buying shock because Amazon has a great ad and a great price on it, and you don’t know water chemistry, you’re going to have awful results. You might ruin your pump, you might ruin your liner or plaster. This is a different type of industry that the big box stores or the big e-commerce will never truly understand. We address it so naturally, so easily. It’s what we do every day. We’re physically doing the work.”

Competing in the online retail space, especially with thinner margins, requires a clear strategy. “We’re not trying to reinvent the wheel. We’re just trying to be us—local, homegrown, family-owned. We know the vendors, the players, and we have thousands of customers who love us,” Riggs emphasized.

Leveling The Playing Field

For pool professionals looking to compete against big box online retailers, the lesson from PoolGoods.com is clear: leverage your expertise and commitment to service. Riggs concluded, “Service wins, especially when done at a high level. Our industry knowledge and our ability to connect with customers are what set us apart. We’re having fun doing it, and that’s the most important part.”

Ready to take a deeper dive? Listen to our entire interview with Jake Riggs of PoolGoods.com and Pool Magazine Editor – Joe Trusty on the Pool Magazine podcast.

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Pool News coverage brought to you by Pool Magazine's own Marcus Packer. Marcus Packer is a 20 year pool industry veteran pool builder and pool service technician. In addition to being a swimming pool professional, Marcus has been a writer and long time contributor for Newsweek Magazine's home improvement section and more recently for Florida Travel + Life. Have a story idea or tip you'd like to share with Pool Magazine? Email [email protected] your story idea.

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Pool Service

Poolwerx Continues to Make a Splash Hitting 100 Territories Nationwide

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Renowned Pool Franchise Celebrates Growth Milestone Fueled by Multi-Revenue Stream Model and Proven System

DALLAS, TX. (September 18, 2025)  Poolwerx, the world’s leading pool service and retail franchise, proudly announces the opening of its 100th active territory. With more than 400 territories awarded across the globe and a proven U.S. model built on recurring revenue streams, premium retail experiences, and high-touch support, Poolwerx continues to strengthen its position as the only true one-stop solution in the pool care industry. 

“Reaching 100 units is a tremendous accomplishment for our team and our franchise partners, but it’s just the beginning,” said Andrew Kidd, CEO of Poolwerx USA. “Our success comes from providing a premium, full-service pool care solution and building a culture where franchise partners feel supported to grow. We’ve proven this model works across markets, and we’re excited to bring Poolwerx to hundreds more communities.”

Founded over 30 years ago in Australia, Poolwerx entered the U.S. in 2015. Today, Poolwerx’s franchise partners operate across 17 states, coast to coast, with growth fueled by both mobile and brick-and-mortar retail stores. With over 100 units now operating, Poolwerx is positioned for a new era of growth and expansion, targeting 300 U.S. territories by 2027. 

Poolwerx operates with a multi-revenue stream model that combines retail, service, chemical products, and diagnostics. Its retail stores function as trusted community hubs, offering free water testing, expert advice, and product sales, while its professional service teams deliver reliable maintenance and care. This integrated approach generates recurring, recession-resistant revenue and firmly positions Poolwerx as reliable experts in the industry. 

“Pool ownership can be a chore, and our goal is to make it fun, easy, and reliable,” said Jeff Powell, Vice President of Sales at Poolwerx. “Our franchise partners benefit from a proven system, a brand with three decades of legacy, and a commitment to innovation that keeps us ahead of the curve.”

With mobile options and territories still available across the U.S., Poolwerx is actively seeking franchise candidates who are growth-minded, entrepreneurial leaders — ideal for empire builders, multi-unit operators, and veterans. For more information about Poolwerx and its franchise opportunity, please visit https://poolwerxfranchising.com

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About Poolwerx

Poolwerx is the largest global franchise pool retail and service brand with over 650 service vehicles and 180 retail stores across the U.S., Australia, and New Zealand. Offering recurring maintenance, repair, retail, and delivery services, the brand’s success stems from its cutting-edge technology, thorough training, and scalable business model. For more information, visit poolwerx.com. For franchise opportunities, visit poolwerxfranchising.com.

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Press Releases

Pinch A Penny Opens New Store in Lakeway, Texas

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Lakeway, TX — Pinch A Penny, America’s largest franchise pool supply, service and renovation company, celebrated the grand opening of its newest location in Lakeway, Texas with a ribbon-cutting ceremony and donation program last Tuesday, July 8, 2025.

The event marked not only a significant milestone for local owners Kevin and Cheryl Bell but also a heartfelt effort to support those affected by recent flooding across Central Texas.

In response to the devastating floods over July 4th weekend, the Bell family organized a donation drop‑off program during store hours, now through Sunday, August 3, 2025. Community members are invited to contribute items such as clean towels, bottled water, diapers, dry snacks, cleaning supplies, and other essential goods. All donations will go directly to local flood relief organizations supporting affected families across Central Texas.

Pinch A Penny celebrated the Grand Opening of its new location in Lakeway, Texas

“We are thrilled to start offering pool service and supplies at the Lakeway and Bee Cave communities.” said Kevin Bell, the store’s owner. “But even more importantly, we want to lend a helping hand to our neighbors in need. This donation drive is our way of giving back and standing with Texas during this challenging time.”

 Pinch A Penny is open from 9am-6pm Monday through Friday, 10am-6pm on Saturday and 12pm-4pm on Sunday. The store is located at 1510 Ranch Road 620 South Suite 600 to serve both the Lakeway and Bee Cave communities.

For more information about product lines, services, or donation guidelines, visit https://pinchapenny.com/stores/lakeway-tx-295 or call (512)969‑8343.


About Pinch A Penny
For over 50 years, Pinch A Penny has been a trusted expert in pool and spa care, operated by local owners who are committed to delivering knowledgeable advice, quality products, and exceptional customer service at neighborhood locations throughout the sunbelt states. With franchise owners on premise at every location, Pinch A Penny provides its customers with premier pool care and unrivaled services. Backed by parent company, POOLCORP (POOL), the largest swimming pool distributor in the world, Pinch A Penny owners and associates undergo educational programming to obtain the expert qualifications of Certified Pool Operators. For more information about Pinch A Penny or POOLCORP, visit https://pinchapenny.com or https://poolcorp.com.

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Pool Maintenance

Pinch A Penny Franchise Owners Open First Store In North Carolina

From Poolside Romance To Business Expansion: New Pinch A Penny Franchise Owners Open First Store In North Carolina

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Pinch A Penny Franchise Owners Open First Store In North Carolina

RALEIGH, NC (April 29, 2025) – Pinch A Penny opened its first location in Raleigh, North Carolina this past Friday, marking its continued strategic expansion throughout the Sun Belt region. Raleigh locals Aaron and Shawnta Askins are partnering with Pinch A Penny to own and operate the new store, harnessing their shared industry experience, deep community roots and exceptional customer service to bring premium pool service and products to the Triangle area. Since starting with one family-owned location in Clearwater, FL, Pinch A Penny has grown exponentially across the southeastern U.S., and continues to do so by franchising with locals to own and operate every location and offer unrivaled customer service and premium products. With owners on site daily, Pinch A Penny customers across the country are provided expert, personalized advice, allowing them to select the best products and services for their pools’ needs. All Pinch A Penny locations offer custom pool service plans, free water testing, equipment installation and repair, as well as high-quality products including specialty chemicals, automatic pool cleaners, pumps, heaters, chillers and more.

Now, as the brand surpasses 300 locations and celebrates 50 years in business, the company will begin developing its presence in the Carolinas.

“Pinch A Penny has always been committed to choosing franchise partners who reflect our values and care deeply about their communities,” said Jim Eisch, President and CEO of Pinch A Penny. “Aaron and Shawnta’s story is a powerful example of purpose and partnership, and we are proud to partner with them as we expand to Raleigh.”

The Askins bring a blend of industry and customer care expertise. Aaron spent more than 16 years working with POOLCORP, the world’s largest swimming pool distributor and the organization’s parent company, providing him experience in water filtration, softeners and home exteriors. Shawnta brings more than a decade of experience in interior design, community ministry and leadership, along with the care and insight of being a full-time mom. Their journey together began when they met while working at a pool service store, and their shared history in the industry, paired with a vision for family-run entrepreneurship, now comes full circle with their very own Pinch A Penny location.

“We’ve been in the brand family for 16 years, and, with the family-owned-and-operated aspect of Pinch A Penny, we knew we were ready to build something of our own with them,” said Shawnta Askins, co-owner of the Raleigh, NC location. “Owning our own Pinch A Penny store allows our family to work together, pour into our community and provide our neighbors with trustworthy service rooted in real, personable relationships.”

The Raleigh store offers Pinch A Penny’s full suite of services, including free water testing, equipment installation and repair, pool renovation and outdoor living design, as well as a wide selection of chemicals, pool supplies and outdoor products to supply Raleigh with pool and patio essentials. After spending 20 years in Raleigh and building deep connections in the area, the Askins know the needs of the region well and look to actively support local schools and causes close to their hearts through their partnership with Pinch A Penny.

With a focus on community, the Raleigh team hopes to build long-term relationships with customers rooted in effective communication, education and scalable service to find the right solutions for each lifestyle.

“Our goal is to serve our customers the way we’d want to be served,” said Aaron Askins, co-owner of the Raleigh Pinch A Penny. “That means listening to needs, providing honest expertise and making sure people feel confident in services they’re getting, what they’re buying and how to use products. We’re not just opening a pool store. We’re investing in our neighborhood.”

The Raleigh Pinch A Penny, located at 7901 Falls of Neuse Road, opened on Friday, April 25, 2025. The Askins family will host locals for a Grand Opening celebration at 10 a.m. ET on Wednesday, May 14, complete with a ribbon cutting and an opportunity to meet the owners. The store features 2,600 sq. ft. of retail and service space. Hours of operation are Monday – Friday 9 a.m. – 6 p.m. ET, Saturday 9 a.m. – 5 p.m. ET and Sunday 11 a.m. – 3 p.m. ET.

About Pinch A Penny:

Pinch A Penny is America’s largest franchise pool supply, service and renovation company, now serving local communities for more than 50 years. Starting with one local family-owned location, the brand now has over 300 franchise locations across the sunbelt states and is listed as one of the Top 100 Recession-Resistant franchises by Franchise Business Review. With franchise owners on premise at every location, the organization provides its customers with premier pool care and unrivaled services. Backed by parent company, POOLCORP (POOL), the largest swimming pool distributor in the world, Pinch A Penny owners and associates undergo educational programming to obtain the expert qualifications of Certified Pool Operators, with no prior pool experience needed. The organization is expanding across the west and east and plans to partner with dedicated franchise owners looking to serve their local communities. With an Average Unit Volume of $2 million per location, Pinch A Penny provides its franchisees with exponential income potential, as well as in-house financing of up to 80% and turnkey operational support. For more information about Pinch A Penny or POOLCORP, visit https://pinchapenny.com or https://poolcorp.com. To learn about local Pinch A Penny franchising opportunities, visit https://pinchapenny.com/franchising.

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