Skimmer recently released its 2025 State of Pool Service report, which covers emerging trends, challenges, and opportunities in the pool service market. 

According to the report, the industry is evolving rapidly. But despite economic pressures like inflation and labor shortages, pool service businesses are proving their resilience by adopting more strategic approaches to growth, pricing, and customer engagement. The 2025 State of Pool Service report is based on a survey of over 2,000 pool professionals and examines how the industry responded to challenges in 2024 and the strategies pool pros are implementing to succeed in 2025.

“The pool service industry is undergoing significant change, but the resilience and adaptability of pool professionals stand out,” said Jack Nelson, CEO of Skimmer. “This report provides actionable insights to help businesses navigate these shifts and thrive in 2025.”

Key takeaways from this year’s report:

1. Economic pressures persist: Inflation, labor shortages, and rising material costs were top challenges in 2024 and will continue into 2025.
2. Optimistic outlook: Pool pros remain confident about 2025, planning moderate price increases to offset costs.
3. Strategic growth approaches: More businesses are leveraging technology, diversifying services, and focusing on operational efficiency.
4. Private equity impact: Industry consolidation is growing, generating mixed reactions from independent service providers.
5. Marketing shifts: Businesses are focusing more on customer engagement rather than traditional lead generation.
6. Slow adoption of plus chems pricing: Despite fluctuating chemical prices, many businesses have yet to transition to a plus chems pricing model.

In this article, we briefly explore each key trend covered in the 2025 State of Pool Service report. For more in-depth analysis, download Skimmer’s free report here.

The economy remains the biggest challenge for pool pros

Throughout 2024, economic factors were the primary concern for pool professionals, with rising labor, chemicals, and equipment costs squeezing profit margins. Inflation has also driven up wages, while supply chain disruptions have kept material costs volatile. Looking ahead to 2025, pool businesses are focusing on cost efficiency and strategic pricing adjustments to maintain financial stability.

Industry response to economic pressure:

• Increasing service prices: Most businesses plan to raise prices moderately in 2025 to keep pace with inflation.
• Efficiency improvements: Pool pros are streamlining operations, reducing waste, and using technology to improve scheduling and billing.
• Hiring & retention strategies: With a persistent labor shortage, businesses are offering better wages and training programs to attract and retain talent.

There is optimism for 2025 thanks to strategic pricing adjustments

Despite economic uncertainty, pool pros remain optimistic about their business prospects. A key strategy for navigating financial pressures is the implementation of strategic price increases.

Pricing trends:

• Incremental price adjustments: Businesses are adjusting rates by 5-10% rather than making drastic increases.
• Value-based pricing: Many pool pros are shifting to pricing structures that highlight the quality and reliability of their service.
• Transparent communication: Customers are more likely to accept price increases when businesses clearly explain rising costs and added value.

Smarter growth strategies are taking root

In 2025, pool pros are prioritizing sustainable, long-term growth. Instead of relying solely on new customer acquisition, many are improving efficiency and expanding their service offerings.

2025 growth tactics:

• Finding internal efficiencies: Pool pros are moving away from just packing on more business at all costs. 60% of survey respondents said that in 2025, they’re planning on prioritizing internal efficiencies to support profitability.
• Diversifying services: Expanding into other lines of business gives pool pros the opportunity to upsell to their existing customer base and find new business. 
• Increasing marketing budgets: 40% of survey respondents said a bigger marketing budget is on the table for 2025. This makes sense, given the relatively low barrier to entry in the pool service market. Established companies always have new competitors to contend with, and marketing beyond word of mouth will be increasingly important for pros to find new business.

Private equity is playing a growing role in the pool service industry

The pool and spa service industry has seen a surge in private equity (PE) investment, driving consolidation and expansion. PE firms are acquiring companies to create larger, more efficient entities and focus on expanding product distribution.

Several factors drive this trend, including growing consumer demand, market fragmentation, and the appeal of recurring revenue. For pool and spa service business owners, PE investment can provide access to capital, operational expertise, increased valuations, market stability, and partnership opportunities. 

However, challenges exist, such as loss of autonomy, cultural misalignment, financial pressures, short-term profit focus, employee disruption, and legal risks.

Despite the prevalence of this kind of investment activity, pool pros themselves are split on what this means for the market. Some view PE investment as an opportunity for growth, higher service pricing, and easier business exits. Others worry about declining service quality, aggressive expansion strategies, and the negative impact on the industry’s reputation.

The marketing landscape has shifted in the past 12 months

Marketing strategies in the pool and spa service industry have evolved significantly over the past year, with more professionals investing in paid marketing. Only 35 of last year’s survey respondents reported doing paid marketing, with that number increasing to 41% this year.

Survey results also show an overall increase in marketing activity, particularly in paid search, SEO, referrals, direct mail, cold calling, and events. Conversely, reliance on lead suppliers has dropped by over 55%, likely due to cost concerns, competition from shared leads, and inconsistent quality. With over 42% of respondents working with a marketing budget of $5,000 or less, many are shifting to strategies that provide better control over lead quality and ROI.

Paid search has emerged as a top-performing channel, ranking second only to referrals in lead quality. Other high-ranking channels include SEO, paid social, and direct mail. The increased use of events, cold calling, and community engagement suggests a renewed focus on personal connections to drive business growth.

This year’s survey also indicates a more optimistic approach to marketing budgets. In contrast to last year’s split outlook, over 50% of respondents plan to increase their marketing budgets in 2025, with less than 10% expecting to cut spending.

The data highlights a shift toward strategic, high-ROI marketing efforts that prioritize sustainable growth, quality leads, and direct engagement over costly, low-return lead generation services.

Adoption of a plus chems pricing model is still sluggish

Despite ongoing chemical price volatility, most pool pros still favor an all-inclusive pricing model, with over 54% of survey respondents using a flat monthly rate that includes chemicals. Only 20% have adopted a “plus chems” model, where chemical costs are charged separately, and even fewer charge per stop.

There are several factors driving the preference for all-inclusive pricing. It simplifies billing for customers, improves satisfaction by providing predictable costs, and differentiates businesses from competitors. Additionally, it streamlines operations, allowing bulk chemical purchasing and reducing administrative work. Many pros also see it as a way to build customer loyalty, ensuring consistent service without disputes over added costs.

“We like to treat our clients the way we would like to be treated. No-nonsense pricing. In business, there is always a risk, and you can choose to put that risk on the client or your own business. We choose to take the risk off of our clients. It forces our entire team to become better and more mindful of their craft,” says Chancy Green of Cool Pool People in Frisco, Texas.

Thomas Walsh of Integrity Pool Service agrees, saying “It would be very hard to get most of my customers to accept anything less than all-inclusive. They like the predictability of the same amount each month, they can schedule the bill every month and not think about it”.

While including chems in pricing fosters trust and operational efficiency, it carries risks such as fluctuating chemical costs and the perception of higher base prices, which may deter budget-conscious customers. 

Conclusion

The pool service industry is evolving in response to economic pressures, increased competition, and changing consumer expectations. While challenges like inflation, labor shortages, and market consolidation persist, pool pros are adopting more strategic, data-driven approaches to growth and pricing. With a focus on efficiency, service diversification, and customer engagement, the industry is set for continued success in 2025.

By leveraging smart pricing models, investing in technology like Skimmer’s all-in-one pool service software, and maintaining strong customer relationships, pool businesses can stay ahead of industry changes and drive sustainable growth in the coming year.

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