If reinforced PVC membranes are such a technically sound and long-lasting waterproofing solution, the obvious question is:
Why aren’t they everywhere — especially in North America, the largest pool market in the world?

The answer lies in how American pools have traditionally been designed and built, and how that tradition has slowed the adoption of more engineered, reliable solutions — even when the performance benefits are clear.

A Legacy of Shape Over Function

One of the defining features of the North American residential pool market — especially since the 1950s — has been its love for freeform pool shapes. Curved, kidney-shaped, lagoon-style, and organically sculpted designs have dominated backyards across the U.S. for decades.

These shapes lend themselves well to gunite construction, which allows complete freedom in form and finish. But they pose a unique challenge for reinforced PVC membranes, which are supplied in rolls, custom-fitted on site by heat-welding and engineered for durability — but not extensive stretch.

Unlike flexible vinyl liners that can be vacuum-formed into irregular curves, reinforced PVC membranes are dimensionally stable and have minimal elasticity, one of the very features that makes them last so long. But that strength and rigidity also means they are best suited to smooth rectilinear shapes or pools with consistent radiuses and defined transitions.

For decades, this technical limitation restricted the adoption of reinforced membranes in a market dominated by complex, curvy pool forms — particularly in suburban residential builds.

Innovation Slow to Enter the U.S. Market

The North American pool industry has long been rooted in tried-and-true construction models that haven’t changed significantly since the 1940s. In fact, many pools built today still follow the same basic layout and methodology as the first post-war gunite pools:
Concrete shell, plumbing, plaster or tile finish — and little focus on true waterproofing as a separate function.

Meanwhile, European and other international markets, where space constraints and design culture favor cleaner, rectilinear architecture, have embraced reinforced membranes for decades. These regions have led in implementing engineered materials that decouple waterproofing from the structural shell, treating it as a specialized discipline rather than a side effect of the surface finish.

As a result, the U.S. market has largely lagged behind the evolution of reliable, low-maintenance, physics-based waterproofing methods — particularly in the residential sector.

A Building Culture Reluctant to Change — Until Now

Much like other mature industries, the North American pool market has historically been resistant to change, particularly when existing methods are familiar, profitable, and understood by local contractors. However, the tide is turning — thanks to shifting consumer expectations and a new generation of builders and homeowners.

Younger, more informed clients are beginning to ask different questions:

• “What actually makes this pool waterproof?”
• “Why do I need to replaster after a few years?”
• “What will last 20+ years without constant repairs?”

At the same time, builders are becoming more open to physics-first solutions — systems that are engineered to solve specific problems, not just following decades of precedent. That includes better understanding of water pressure, vapor migration, freeze-thaw cycles, and the chemical realities of long-term pool operation. Reinforced PVC membranes provide a waterproofing pool finish with unique benefits not provided by marbelite, stone-colored quartz finishes or thermoplastic coating. The reinforced PVC completely seals the structure of the pool and keeps it watertight, making it ideal for renovating existing pools and building new pools.

Gary Hohne, owner of Brighton Pools was born into the pool and spa industry. His father became a builder of vinyl liner pools in 1954, following the introduction of package pools construction in the industry. Hohne has been in the pool building business his entire life. “This is the only job and industry I’ve even been in,” he chuckles. Originally, his father owned Hohne Pools and more recently Hohne Jr. started a franchise of pool builders called Brighton Pools by Hohne which now has franchises in Maryland, Virginia, West Virginia, Pennsylvania, New Jersey, New York, Delaware, North Carolina, Florida and Tennessee! “Having a family swimming pool business that started 7 decades ago, I have watched the US market for swimming pools evolve over the years and I’m thrilled to have added reinforced PVC membranes to our residential pool construction options.”

Originally Hohne got started with reinforced PVC membrane with commercial pool renovations. “The first reinforced PVC membrane pool we renovated was Constitution Park in Cumberland, Maryland. “The pool at Constitution Park was built in the 1930’s and we completely renovated this 550,000-gallon pool with reinforced PVC membrane,” explains Hohne. “Back then we only used reinforced PVC membrane in commercial applications but in the last 5 years decided to train crews to install this membrane so we can offer to waterproof both new and existing swimming pools with a finish that will last 20 years or more; there is definitely a market of consumers who don’t want to have to repaint, replaster or change their pool liner out in 10 years to less—for them, this product is the ideal solution,” says Hohne.

Brighton Pools sees that reinforced PVC membrane is a waterproofing pool finish that works for both new pool constructions as well as renovation. “Consumers are savvy and many of them would prefer not to have to replace their vinyl pool liner every 10 years or need to replaster or re-paint their pool,” says Hohne. “These consumers are willing to pay more for a reinforced PVC membrane that will last more than 20 + years and we realized this and decided that we wanted to start offering reinforced PVC for residential pools and it has been highly successful.” One of the other reasons that Hohne’s company decided to add reinforced PVC to his offering is that it is the ideal solution for renovating all types of pools. Not only for repair and renovation but also as a complete waterproofing solution. “Whether we get a call to renovate a deteriorated gunite pool, or a plaster finish pool or a traditional vinyl liner, we offer reinforced PVC membrane because we know the reinforced PVC membrane will provide a complete waterproofing solution,” says Hohne. “We also know that these pool owners are likely looking for a long-term solution and are willing to pay for a reinforced membrane so they don’t need to deal with cracked or crumbling pool walls, peeling paint, falling tiles etc.” In fact, Hohne says that every quote they provide always includes a line for reinforced PVC membrane as an option because so many people are now opting for this more permanent solution. Hohne is continuing to expand franchise operations throughout the country and he knows that reinforced PVC membranes are an important part of the company’s growth. “As more and more people are trained to install reinforced PVC membranes, the more we will see reinforced PVC membranes catching up to their level of popularity in Europe.”

Design Trends Are Catching Up to the Material

Importantly, pool design itself is changing. Modern residential pools in North America —particularly in architecturally progressive markets like Miami, Austin, and Los Angeles — are starting to follow European-influenced trends: minimalism, linear geometry, clean edges, and symmetry.

These modern forms are ideally suited for reinforced PVC membranes, which are easier to fabricate and install in rectilinear or predictable geometries. As more homeowners seek out elegant, modern pools with lower maintenance, the case for reinforced PVC membranes becomes even more compelling.

For example, Plunge pools are a category of pool that has grown exponentially in recent years. And because of their shape and size, they lend themselves perfectly to reinforced PVC membrane. Bob Hobaica, owner of Plunge+ pools (part of Easton Select Group) honed-in on reinforced PVC as a superior, waterproofing interior for their plunge pool. “I had read several articles about reinforced PVC for use in pools over the past few years and talked to installers who actively use this finish in commercial pools,” explains Hobaica. “So when RENOLIT approached me, I was receptive to learning if this waterproofing pool interior solution would work for the Plunge+ pool.” Now Plunge+ pools are constructed using reinforced PVC membrane as its method of waterproofing and finishing the pool. “RENOLIT initially came out and trained our construction crew on how to install reinforced PVC,” explains Hobaica. “There is a bit of a learning curve to the installation. However, we were all super impressed with the durability and practicality of the product, not to mention that the company’s new TOUCH textures and colors are very attractive to consumers.”

In short: the market is finally catching up to the material.

Looking Forward: A Bright Future for Reinforced PVC in North America

The next decade will likely see a major shift in how North American pools are waterproofed and finished. The demand for durable, low-maintenance, and high-performance materials is rising. The industry’s younger generation is more open to physics-driven construction. And modern pool shapes are opening the door for solutions that weren’t viable in decades past.

Reinforced PVC membranes — with their 40+ years of proven performance across Europe, commercial installations, and high-end projects — are finally finding their place in the North American residential market.

As the focus moves from simply building pools to engineering them properly, reinforced membranes are not just an option — they’re part of the future.

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Aquadei Technologies, an Arizona-based leader in advanced water innovation, is proud to announce a formal alliance with the Master Pool Guild, International. Aquadei is the developer and patent holder of next generation oxygenated/ozone pool system technology now being adopted across the industry.

Oxygenated and ozonated pool systems represent a breakthrough in water treatment, using active ozone to sanitize, purify, and maintain pristine swimming environments. Unlike traditional chlorine-based methods, which rely on harsh chemical reactions to eliminate bacteria and algae, Aquadei’s patented technology infuses pools with both highly reactive oxygen and ozone molecules that naturally oxidize, disinfect and remove contaminants.

This approach can significantly reduce or eliminate the need for chlorine, resulting in cleaner, gentler water, and exceptional water clarity. Swimmers experience less skin and eye irritation, improved air quality around the pool, and a noticeably softer, more refreshing feel.

Aquadei recently completed a year-long pilot program with Shasta Pools of Phoenix, Arizona, a respected member of the Master Pool Guild. Following exceptional results, the Guild approved a national roll-out of Aquadei’s oxygenation technology for member companies.

Beyond enhanced water quality, Aquadei’s systems provide notable wellness benefits—especially for individuals with sensitive skin or respiratory concerns. Increased oxygen levels in the water may also support faster muscle recovery, making Aquadei an ideal choice for those interested in their overall well-being.

Website: www.aquadei.net
Media Contact: Mike Low, VP of Sales – 480-694-4709

About Aquadei Technologies

Aquadei is a water innovation company specializing in nanobubble and ultrafine bubble technologies for wellness, industrial water efficiencies and environmental regeneration. Aquadei advances sustainable solutions that combine quantum particle science with real world applications.

About Master Pool Guild International

Since 1962 the MPG has become a hallmark for elite-quality pool building by creating a network of the world’s most talented pool builders to consult, inspire, and support each other. This ethos of collaboration keeps the members at the forefront of the industry providing better quality service to their customers

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Poolsafe LLC, offers new mesh, removable safety fencing designed to be installed around any pool shape or size. Uses patented, transparent, large-hole ClearGuard Mesh for better visibility into the pool area, while also blending the fence into backyard. Lockable, self-closing Triton gate features a curved top bar to help prevent climbing. Unique Tri-Pod Truss system keeps gate aligned with daily usage. Available in 4ft and 5ft heights, in black, brown, beige, or gray colors. 

https://poolsafe.com/
(888) 489-2282

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Austin, Texas, November 19, 2025 — Skimmer today announced it ranked No. 163 on the Deloitte Technology Fast 500, a ranking of the 500 fastest-growing technology, media, telecommunications, life sciences, fintech, and energy tech companies in North America, now in its 31st year. Skimmer grew 500% during this period.

Skimmer’s chief executive officer, Jack Nelson, credits the company’s focus on product innovation and the rising demand for modern workflow tools among pool service businesses with the company’s revenue growth. 

“Pool service companies are embracing technology as they scale, and we’ve built Skimmer to give them a dependable operating system that adapts to their growth. Demand continues to accelerate because pros want tools that remove friction from their day-to-day work and strengthen their customer relationships,” said Nelson.

“We’ve expanded our team to meet that demand, investing in the talent and expertise needed to support our customers at every stage. Their success fuels our own, and keeping them at the center of our innovation efforts remains essential to how we grow.”

“This year’s rankings highlight both enduring leadership and breakthrough momentum,” said Wolfe Tone, US Deloitte Private & Emerging Client Portfolio leader and partner, Deloitte Tax LLP. “More than half of the winners are prior honorees, yet the majority of the top ten are first-time entrants — demonstrating the staying power of established leaders alongside the accelerating growth of new innovators across key sectors. As in previous years, private companies continue to dominate, underscoring the agility that private enterprises bring to competitive markets, enabling the exceptional triple and quadruple digit growth reflected in these rankings.”

Skimmer previously ranked No. 255 as a Technology Fast 500 award winner for 2024. The company’s rise to a higher position in 2025 reflects the momentum created by rapid product development, faster innovation cycles, significant investment in expanding its platform capabilities, and a decisive move upmarket. Skimmer continues to gain traction as pool service companies adopt technology at a faster pace, and the company’s ability to deliver new features, enhancements, and integrated workflows for pool businesses of all sizes has contributed to its accelerated year-over-year revenue growth.

About the 2025 Deloitte Technology Fast 500

Now in its 31st year, the Deloitte Technology Fast 500 provides a ranking of the fastest-growing technology, media, telecommunications, life sciences, fintech, and energy tech companies — both public and private — in North America. Technology Fast 500 award winners are selected based on percentage fiscal year revenue growth from 2021 to 2024.

In order to be eligible for Technology Fast 500 recognition, companies must own proprietary intellectual property or proprietary technology that significantly contributes to the company’s operating revenues. Companies must have base-year operating revenues of at least US$50,000 and current-year operating revenues of at least US$5 million, with a growth rate of 50% or greater. Additionally, companies must be in business for a minimum of four years and be headquartered within North America (United States and Canada).

About Skimmer

Skimmer is America’s #1 pool service software platform. The company is on a mission to modernize the pool and spa service and repair industry through easy-to-use software and best-in-class support. Over 30,000 pool service professionals servicing 900,000 pools in North America use Skimmer to get organized, get paid faster, and grow their businesses. For more information about this report, Skimmer, or our products and services, please visit www.getskimmer.com

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Florida has always been one of the strongest performing markets in the pool industry. When Florida grows, the rest of the pool world feels it. When Florida slows, that slowdown echoes across every major pool market in the country. With permit data now available through September, we finally have a complete view of how the state is performing year-to-date — and what the numbers reflect is a market still cooling, but in a steady and predictable way.

When measuring true year-to-date performance from January through September, Florida recorded 21,268 permits for 2025 compared to 21,908 during the same period in 2024. That’s a decline of 640 permits, or –2.92% YOY.

This marks the third consecutive year of softening permit activity since the highs of the pandemic boom. But the pace of the decline, and the underlying factors behind it, tell a far more balanced story than simply calling it a slump.

Florida Pool Permit Data Overview (Jan 2024 – Sep 2025)

Month-by-month YOY totals sourced directly from Florida Pool Pro Magazine & HB Weekly.

Top 10 Counties with the Biggest YOY Increases

Top 10 Counties with the Sharpest YOY Declines

A Market Cooling, But Much Less Than Expected

The COVID surge pushed the industry to extraordinary highs. Builders saw unprecedented demand and permit numbers that were never meant to be the new normal. With rising rates and higher construction costs, some cooling was predictable as the market settled into a more sustainable rhythm.

Many analysts predicted sharp declines in the 10% range for 2025.

Instead, Florida is hovering just under a 3% decline year-to-date, and several months posted meaningful year-over-year growth:

February 2025: +16.97%
March 2025: +16.76%
May 2025: +11.89%
July 2025: +16.24%
September 2025: +1.58%

These gains counterbalance weaker months, showing a market that has stayed resilient despite challenging economic conditions.

The only true outliers pulling the year down are the months of April and August.

A Weak Spring and a Soft End to Summer

If there were two stretches that really weighed on Florida’s 2025 permit numbers, it was a weak spring and a soft end to summer.

April 2024: 2,850 permits
April 2025: 2,218 permits
Difference: –632 permits
Drop: –22.2%

August 2024: 2,898 permits
August 2025: 2,269 permits
Difference: –629 permits
Drop: –21.7%

Industry veterans know that a couple of bad months don’t define a year. But the fact is, a dip during those two traditionally big pool months dragged down the curve for the reporting period. A weak spring and a soft end to summer were enough to tip the scales, keeping 2025 in negative territory despite steady performance across most other months.

Why Florida’s Market Remains Fundamentally Strong

Despite the mild 2.92% YTD dip, on-the-ground activity tells a different story. Builders, service companies, and renovation specialists across the state are staying busy.

Here’s why:

Renovation Work Is Robust

Even if homeowners aren’t building new pools, they’re investing in:

1. Pool resurfacing
2. Pool equipment upgrades
3. New tile and coping
4. Pool automation
5. Pool remodeling

The renovation market continues to prop up revenue and stabilize contractor schedules even as new pool construction projects continue to cool in 2025.

High-End Construction Hasn’t Slowed

Florida’s high-end residential pool market — especially in counties like Miami-Dade, Palm Beach, Lee, Sarasota and Collier — continues to show resilient demand. Miami-Dade posted a roughly +22% increase in permits year-over-year, Lee moved about +13%, Sarasota climbed about +11%.

Population Growth Continues

Florida remains one of the top inbound migration states. More residents = more long-term pool demand. That pipeline remains extremely healthy.

Swimming Pools Still in High Demand

A slowdown could be driven by hesitation, but it is certainly not a lack of desire. Swimming pools still rank high on homeowners’ wish lists; roughly 15% of the homes in the state of Florida have a pool.

Final Thoughts

Economic Headwinds Are Real — But Not Overwhelming

The factors shaping today’s environment are challenging but aren’t going away quickly:

1. Interest rates remain elevated
2. Construction costs remain high
3. Insurance premiums are a major pressure point
4. Homeowners are more cautious

Florida’s pool industry enters 2026 on steadier footing than many expected. Even with the current market conditions, permits are down less than 3% for the year — a far better outcome than the double-digit drop analysts were bracing for.

Looking ahead, 2026 has room for quiet but meaningful growth. Even a modest improvement in rates could unlock a wave of buyers who have been waiting for the right moment, and continued in-migration keeps Florida’s long-term demand solid. Homeowners are still building, still upgrading, and still prioritizing their outdoor spaces — just with more intention than in the frenzy years.

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(Alexandria, Va.) – The Pool & Hot Tub Alliance (PHTA), the trade association representing the swimming pool, hot tub, and spa industry, welcomes public review and comments on revisions to the ANSI/APSP/ICC-11 2019 American National Standard for Water Quality in Public Pools and Spas. Public review is a fundamental part of the American National Standards Institute (ANSI) standards consensus development process.

The PHTA/ICC-11 standard provides recommended minimum guidelines for the specifications for water quality parameters in the public swimming pool and spa industry. It covers a range of values relating to various chemicals that are acceptable for pool and spa operation, and for purposes of public health and safety.

The draft revision of the standard is now available during the 45-day public review. The public review draft can be found on the PHTA website and includes updates and revisions to the language used to standardize water quality in public swimming pools and spas. The PHTA-11 Standard Writing Committee also reorganized the order and placement of content, notably in Section 6 and Section 7, while keeping stated parameters the same. 

This standard applies to pool manufacturers, builders, designers, retailers, U.S. public health and code officials, local municipalities, pool and spa operators, and service companies, as well as consumers who use these types of pools and spas.

PHTA invites all pool, spa, and hot tub professionals, as well as non-industry members, to review the revisions and submit comments for consideration. The ANSI public review period for the PHTA-11 standard was published in the ANSI Standards Action newsletter on October 24, 2025. All public review comments are due by December 8, 2025.

For more information on the draft standard, please visit the PHTA-11 webpage, email standards@phta.org, or call (703) 838-0083. 

About the Pool & Hot Tub Alliance

The Pool & Hot Tub Alliance (PHTA), a non-profit organization with over 4,000 members from around the world, was established in 1956 to support, promote, and protect the common interests of the $62B pool, hot tub, and spa industry. PHTA provides education, advocacy, standards development, research, and market growth initiatives to increase our members’ professionalism, knowledge, and profitability. Additionally, PHTA promotes the use of pools by expanding swimming, water safety, and related research and outreach activities aimed at introducing more people to swimming, making swimming environments safer, and keeping pools open to serve communities. For more information, visit www.phta.org.

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When it comes to swimming pools, waterproofing is often assumed, not engineered. Builders focus on structure. Designers focus on aesthetics. Homeowners focus on features. But few ask the most fundamental question: What’s keeping the water in the pool?

Historically, pool builders have relied on concrete, tile, plaster, or thin coatings to do the job of waterproofing. These materials may resist water for a time, but they are not designed to provide true, long-term waterproofing. However builders looking for a long-term waterproofing solution are choosing Reinforced PVC (polyvinyl chloride) membranes because they are engineered specifically for the job of waterproofing.

Polyvinyl chloride, commonly known as PVC, is a widely used synthetic plastic polymer. It is versatile, durable, and relatively inexpensive, making it a popular choice for various applications, especially in construction. PVC can be found in both rigid and flexible forms, depending on the addition of plasticizers. The PVC used for waterproofing swimming pools is made flexible by the use of plasticizers. PVC is known for its smooth, non-porous surface that is resistant to water, chemicals as well as UV radiation. The use of PVC is therefore ideal for outdoor construction, plumbing and waterproofing membranes.

PVC liners and reinforced PVC membranes are the two main products made of PVC commonly used for swimming pool waterproofing. PVC liners are flexible sheets that provide a smooth, watertight surface ideal for residential pools due to their ease of installation and cost-effectiveness. Reinforced PVC membranes, on the other hand, consist of two sheets of vinyl that are laminated with a core of a polyester mesh to provide greater strength, durability and resistance to tearing without losing the elasticity and flexibility needed to adapt to different pool shapes and accommodate steps, tanning ledges, vanishing edge and beach entry pool designs etc. As a result, reinforced PVC membranes are ideal for high-end, larger commercial pools as well as residential pool construction and waterproofing.

Often misunderstood or lumped together with traditional, flexible vinyl liners, reinforced PVC membranes are an entirely different class of product that provides a true waterproofing solution and other benefits that meet the demands of performance and aesthetics required for building and renovating swimming pools.

Understanding the Difference: Reinforced PVC Membranes vs. Liners

It’s important to take the time to understand the differences between a reinforced PVC membrane versus a traditional, vinyl pool liner. While both use vinyl as a base material, the comparison between a reinforced PVC membrane and a vinyl liner is like comparing architectural-grade materials to decorative coverings — similar in base composition, however they are designed for very different applications and performance demands.

Traditional vinyl liners are made of a thinner, unsupported PVC sheet that are prefabricated to the pool shape and vacuum-formed into place. They are cost-effective and are best known for use in residential applications, especially in North America. On the other hand, reinforced PVC membranes are multi- layered systems with an internal polyester mesh, installed by certified technicians. They are welded onsite to create a seamless, robust lining with decades of durability. This product is commonly used in residential pools in Europe where it is the preferred solution for residential pool construction and waterproofing. Because of their strength, reinforced PVC membranes are frequently specified by architects and engineers for commercial pool applications, especially when waterproofing is of the utmost importance such as in elevated pools or pools with high bather loads.

The Physics of True Waterproofing

To determine the most effective pool waterproofing system, we must look at the physics of how water interacts with different materials:

Permeability: Concrete and rigid coatings are porous by nature. Over time, water will migrate through capillaries, especially under pressure.

Vapor Transmission: Even small amounts of vapor transmission can cause long-term damage behind finishes, such as blistering.

Structural Movement: Pools are dynamic structures. Ground settling, temperature expansion, and water pressure cause constant micro-movement of the pool structure.

UV and Chemical Degradation: Exposure to sunlight and pool chemicals breaks down many traditional finishes over time, compromising waterproofing integrity.

Only non-porous, flexible, and structurally independent membranes provide full waterproofing protection. Reinforced PVC membranes meet all the criteria:

1. Zero permeability to liquid and vapor
2. Resistance to hydrostatic and osmotic pressure
3. Crack-bridging flexibility
4. UV, chemical, and abrasion resistance
5. No reliance on adhesives or substrate bonding

Making the Smart Choice: A Physics-Based Evaluation

Both builders and consumers should take the time to evaluate waterproofing systems for their swimming pool by asking themselves these physics-based questions:

Reinforced PVC membranes check all the boxes — and they are backed by decades of proven use in the most demanding pool environments—from Olympic venues, hotels, resorts, water parks, high-rise elevated pools and elite residential properties.

Freeze-Thaw Resilience: A Hidden Advantage

In colder climates, swimming pools face a powerful natural stress: the freeze-thaw cycle. Water seeps into small cracks, freezes, expands, and worsens structural damage over time. Rigid coatings — including tile, plaster, or epoxy — cannot flex with this movement and often fail seasonally. Unlike other materials, reinforced PVC membranes are immune to this destructive freeze-thaw process. Their flexibility and mechanical independence from the concrete shell allow them to absorb expansion and contraction without cracking, delaminating, or weakening. This makes them ideal for pools in seasonal climates where winterization is a necessity.

Built to Move, Designed to Last

Swimming pools are not static. They expand and contract with temperature, vibrate with use, and shift subtly over time. Most finishes can’t keep up — but reinforced PVC can because they:

1/ are mechanically anchored to the shell — not bonded with adhesives that can fail

2/ bridge cracks and joints, maintaining water tightness

Additionally, reinforced PVC membranes are soft underfoot for swimmers, with optional textures for safety and aesthetics. They are also easily repairable, without the need for costly resurfacing.

It is therefore no surprise that reinforced PVC membranes are becoming the go-to specification for new construction, renovations, and commercial aquatic centers worldwide, especially since the product is offered in 60, 70 & 80mil thicknesses.

Waterproofing Is Not a Finish — It’s a Foundation

Reinforced PVC membranes are not just beautiful — they are engineered systems that deliver waterproofing as a scientific certainty, not a best guess. While other materials try to decorate or seal over a porous shell, membranes become the barrier, offering decades of reliability, even in harsh or variable environments. In today’s construction landscape, performance matters. And the physics points in one direction: reinforced PVC is the future of pool waterproofing.

In addition to the structural solution provided by these membranes, reinforced PVC membranes are now available in a wide range of new natural stone colors and textures that make them attractive to architects, designers and consumers. In fact, when builders and consumers see the variety of finishes available in reinforced PVC membranes, they are immediately drawn to the way they enhance and blend beautifully with today’s popular decking and coping treatments.

With these new stone and marble patterns, colors, and finishes, more and more hotels, athletic facilities, and wellness spas are choosing reinforced PVC membranes because they want a more attractive look that enhances the architectural design of the facility. The RENOLIT TOUCH Vanity white marble product, for example, looks amazing for large commercial spas and soaking tubs used in wellness centres, health spas, athletic facilities, and hotels.

Final Word: Waterproof First, Then Design

Waterproofing should never be an afterthought. It should be the first technical layer of decision-making, not something hidden behind tile or assumed to come with plaster.

Reinforced PVC membranes are not just a finish — they are a complete, engineered waterproofing solution. For consumers who value longevity, and for professionals who stake their reputation on reliable construction, these membranes offer a proven, physics-based path to performance and peace of mind.

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(Alexandria, Va.) – The Pool & Hot Tub Alliance (PHTA), the trade association representing the swimming pool, hot tub, and spa industry, is pleased to announce that Scott Frost has been appointed as Chairman of the Board for 2026. Frost is President of Heritage Pool Supply Group, the fastest growing pool supplies distributor in the industry.

Frost has more than 30 years of experience in the pool, spa, and hot tub industry and has been a member of the PHTA Board of Directors since the unification in 2019. He previously served as Board Treasurer from 2022-2024.

Frost joined Heritage Pool Supply Group in 2025 after more than three decades with Zodiac Pool Systems and Fluidra North America. He is known for driving growth, strengthening partnerships, and leading top-performing sales and marketing teams. Frost is now leading Heritage’s expansion and innovation with a focus on delivering long-term value for the company’s team, partners, and customers. As Chair of the PHTA Board of Directors, Frost is committed to fulfilling the association’s core pillars to educate, advocate, and elevate the pool, spa, and hot tub industry.

PHTA is also pleased to announce its Executive Committee for 2026:

•. Chair-Elect: Gregory Claffey, Pentair Pool
•. Treasurer: Stuart Baker, Hayward Holdings, Inc.
•. Secretary: Caley Golding, Gib-San Pool & Landscape Creations
•. Immediate Past Chair: Donna Williams, POOLCORP

PHTA’s Board Members at Large include:

•. Kyle Chaikin, The Chaikin Ultimate Group
•. Tim Colon, Pools of Fun
•. Greg Howard, Carecraft
•. Joe Laurino, Ph.D., Periodic Products, Inc.
•. Ted Lawrence, BioLab / KIK Consumer Products
•. Matthew McDermott, Heritage Pool Supply Group
•. Kevin Post, Counsilman-Hunsaker
•. Steve Stigers, Watkins Wellness
•. Jon Viner, Fluidra
•. Alan Walker, Anthony & Sylvan Pools
•. Paul Yates, Teserra Outdoors

“The professionals serving on the 2026 PHTA Board of Directors are known leaders who inspire those around them to excel,” says Sabeena Hickman, CAE, President and CEO of PHTA. “Scott Frost’s vast experience in the industry overall and with PHTA specifically means that he deeply understands the needs of our members. I know he will guide the organization with passion and enthusiasm, and I am excited for everything to come in 2026.”

For more information, please contact Amy Willer, PHTA’s Director of Content and Communications, at awiller@phta.org or 703-838-0083, ext. 121. 

###

About the Pool & Hot Tub Alliance
The Pool & Hot Tub Alliance (PHTA), a non-profit organization with over 4,000 members from around the world, was established in 1956 to support, promote, and protect the common interests of the $62B pool, hot tub, and spa industry. PHTA provides education, advocacy, standards development, research, and market growth initiatives to increase our members’ professionalism, knowledge, and profitability. Additionally, PHTA promotes the use of pools by expanding swimming, water safety, and related research and outreach activities aimed at introducing more people to swimming, making swimming environments safer, and keeping pools open to serve communities. For more information, visit www.phta.org.

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