Pool News
2025 Pool Industry Insights, With Teri Wiltshire, Master Pools Guild
Few organizations have a clearer view of the luxury pool industry than the Master Pools Guild (MPG). With currently over 105 elite pool builders and construction experts around the globe, the Guild has a finger on the pulse of what’s driving both growth and concern in today’s market. Executive Director Teri Wiltshire is on the frontlines of these conversations, regularly checking in with members, conducting surveys, and hosting mastermind sessions to help the industry adapt.
One of the most pressing topics in recent years has been the rising cost of building a pool. Wiltshire explained, “It’s a combination of rising material costs, skilled labor shortages, increased demand during the pandemic that no one could keep up with. And now inflation and even things like freight and permitting delays all seem to be adding layers of cost to every project.”
For builders, these challenges demand careful financial management and strong communication. As Wiltshire noted, “Budgeting early, locking in pricing with suppliers when this is possible, improving their project planning, making sure that their contracts are up to date, and being transparent with clients upfront—all of those go a long way into creating a successful project outcome.”
The strain is felt differently depending on the region. In coastal states, shipping delays and port congestion push prices higher. In landlocked areas, material transport costs can balloon quickly. And in fast-growing states like Texas and Florida, shortages of skilled subcontractors have added both time and expense to projects. The complexity of the problem is part of why Wiltshire and MPG members are doubling down on sharing best practices across borders.
Protecting the Homeowner’s Investment
While costs rise, homeowners are also seeking peace of mind with such a major investment. Wiltshire emphasized the importance of doing homework: “Review your state’s licensing requirements and make sure the builders you’re speaking to meet all of those. Check their references, warranties, do a deep dive into the warranties they’re offering. Does the company have a physical place of business? Are they PHTA members?”
Continuing education, she said, is another factor that benefits everyone: “Keeping their skillset up to date is going to translate into better service for the consumer.” And of course, she added, “If you ask me, I’m always gonna say that they could check and see if they’re a member of the Master Pools Guild.”
At present, MPG boasts 105 members worldwide, all vetted luxury pool builders. Their website allows homeowners to search by zip code and connect directly with builders in their area.

Pools as Investments, Not Just Amenities
The Value Added to Homes
What once might have been seen purely as a lifestyle upgrade has become a tangible financial asset. Wiltshire confirmed what many real estate analysts have reported: “What we’ve seen is that homeowners can recover up to 50% or more of their initial investment depending on the market. But in luxury markets, it’s not uncommon to see a pool make the difference in closing the sale. Realtor, HomeAdvisor, and BankRate all report that adding an inground pool can raise a home’s value by about 7%, even higher in warm climate areas. In California, for example, pools have added up to 10% to a home’s value.”
Several factors determine the return, from design and location to build quality and the surrounding amenities. Wiltshire pointed out, “The quality of the construction and adjacent elements like landscaping and outdoor kitchens, possibly spas, depending on the individual’s preferences—I believe all of those add to the desirability.”
Beyond the Numbers
The pandemic reinforced the idea of home as sanctuary, and that shift remains strong. Wiltshire tied it directly to consumer behavior: “Let’s not forget the health and wellbeing focus post-COVID—a healthy, active lifestyle in an environment that you can control. Who wouldn’t want to be able to provide that for their family?”
That dual appeal—financial ROI and lifestyle enhancement—continues to drive demand even as costs rise. Pools are increasingly part of a bigger picture: an outdoor living environment where families gather, host, and invest in their wellbeing.

Marketing in the New Era
Why Visibility Matters
If building pools has grown more complex, selling them has become equally so. Consumers are better informed, more research-driven, and more selective than ever before. Wiltshire put it bluntly: “Consumer behavior’s changed. People start online and if they can’t find you, or worse, if what they find isn’t great, you’re immediately out of the running.”
During the pandemic, however, things looked very different. Pools practically sold themselves. Builders joked that you could close a deal on the back of a cocktail napkin—and for a while, that wasn’t far from reality. Phones rang off the hook, waiting lists stretched months or years, and many admitted they were busier than they had ever been. Some proudly pointed to record-setting sales, but few wanted to acknowledge how quickly the momentum shifted once the pandemic bubble burst.
Wiltshire didn’t mince words about the fallout. “A lot of builders took their foot off the gas during COVID because they were all booked out, and now leads have kind of dried up and they’re scrambling to be seen again.”
What was once an environment of effortless sales has shifted into a far more competitive environment. As she explained, “Leads were flowing in organically for a good long while, but that’s changed. It’s tapered off and builders need to reinvest in SEO, local listings, reviews—all the fundamentals.”
Steps to Take Right Now
Wiltshire recommends starting simple: “If they start with their website, they’re active on social, they showcase their work using video and every avenue available, that is a great place to start. And then ultimately, you want to ask your happy customers for their reviews.”
The impact of a testimonial—especially a video one—cannot be overstated. “Trust matters. When someone is about to spend six figures on a pool, they’re not just going to pick a name out of a hat. They want to read a review, they want to see someone standing there or sitting there looking into the screen and sharing their experience and it being a wonderful over-the-top experience.”
Building a Five-Star Reputation
So how can builders generate more of those powerful endorsements? Wiltshire offered concrete advice: “Start with your Google Business Profile. The verification process for that’s changed a little bit and it can be lengthy, but it is worth the time and it’s worth the effort. Make sure that you are well represented on Houzz and Facebook—even Yelp and the Better Business Bureau. And anywhere you can put an image of your work, a beautiful image of something amazing you’ve created, plaster that everywhere.”
Timing matters, too. “It’s never a bad idea to ask right after the job wraps up. Typically, the homeowner is excited and there’s a lot of energy there. They’re ready to dip their toe or dive directly in, so that’s not a bad time to connect. But once everything is finished as well—when that backyard is complete with landscaping and possibly even the outdoor kitchen or the adjacent entertainment area—showcase all of it. Let the consumer see what could be possible in their backyard.”
The Discipline of Marketing
Wiltshire also stressed that marketing isn’t a one-off campaign, it’s a continuous effort. Builders who want to thrive must treat it as part of their long-term business plan: from maintaining fresh photography and updated websites to monitoring online reputation and responding to reviews. For many MPG members, peer-to-peer accountability helps keep that focus.
Looking Ahead
Wiltshire says for members of the Master Pools Guild and the rest of the industry at large, the challenges of 2025 are real but manageable. Rising costs, tighter margins, and shifting consumer expectations demand adaptation, but they also offer opportunities for the builders willing to evolve. Transparency in pricing, commitment to education, and proactive marketing are the keys to thriving in this environment.
“In times like these, the mission is clear,” Wiltshire said. “Deliver more than clients expect—and do it with the integrity and craftsmanship that define the best in our industry.”
Ready to take a deeper dive?
Listen to our entire conversation with Teri Wiltshire, Executive Director for Master Pools Guild, on the Pool Magazine podcast.
Pool News
Blue Wave Recall on Over 13,000 Above Ground Pools
Blue Wave has issued a recall affecting multiple above-ground swimming pool models after federal safety officials identified a potential drowning hazard involving children.
The recall, announced by the U.S. Consumer Product Safety Commission (CPSC) on December 18, covers approximately 13,400 Blue Wave brand above-ground pools that are 48 inches deep or taller and utilize an exterior compression strap as part of the pool’s frame system.
Reason for the Recall
The affected pools feature a compression strap positioned around the outside of the vertical support poles. While the strap is designed to provide structural stability, the CPSC determined that its placement may unintentionally create a foothold.
According to the agency, this foothold could allow children to climb into the pool, even when the ladder has been removed, creating a risk of unsupervised access and potential drowning.
No injuries or fatalities have been reported in connection with the recalled products at the time of the announcement.
Affected Models
The recall applies to the following Blue Wave above-ground pool models:
• Blue Wave 15-Ft Rd 48-In Active Frame Pool
• Blue Wave 18-Ft Rd 52-In Active Frame Pool
• Blue Wave 18-Ft Rd 52-In Dark Cocoa Wicker Frame Pool
• Blue Wave 24-Ft Rd 52-In Dark Cocoa Wicker Frame Pool
• Blue Wave Rustic Cedar 15-Ft Round 48-In Deep Frame Swimming Pool Package W/Cover
• Blue Wave Rustic Cedar 18-Ft Round 52-In Deep Frame Swimming Pool Package W/Cover
• Blue Wave 18-Ft Round 52-In Gray Rattan Swimming Pool Package W/Cover
• Blue Wave 18-Ft Round 52-In Espresso Wicker Swimming Pool Package W/Cover
• Blue Wave 15-Ft Round 48-In Navy Blue Frame Swimming Pool Package W/Cover
• Blue Wave 18-Ft Round 52-In Navy Blue Frame Swimming Pool Package W/Cover
• Blue Wave 15-Ft Round 48-In Aspen Swimming Pool Package W/Cover
• Blue Wave Mocha Wicker 18-Ft Round 52-In Deep Swimming Pool Package With Cover
• Blue Wave Mocha Wicker 24-Ft Round 52-In Deep Swimming Pool Package With Cover
• Blue Wave Laguna 15-Ft Round 48-In Deep Swimming Pool Package With Cover
• Blue Wave Laguna 18-Ft Round 52-In Deep Swimming Pool Package With Cover
All affected models share a common design feature: an exterior compression strap that encircles the pool’s vertical supports.
Sales Channels and Distribution
The recalled pools were sold nationwide from January 2021 through July 2025 through a mix of big-box retailers, sporting goods stores, and online marketplaces, including:
• The Home Depot
• Lowe’s
• Dunham’s Sports
• Amazon
• Walmart
• Wayfair
Retailers have been notified to halt sales of affected models and to direct customers to the manufacturer’s recall remedy.
What Dealers and Retailers Should Know
For dealers and retail partners, the recall highlights the importance of prompt inventory review and customer outreach. Any remaining unsold stock matching the recalled models should be removed from the sales floor and distribution channels immediately.
Retailers that sold affected units during the recall period may see an increase in customer inquiries regarding eligibility, repair kits, and interim safety measures. Clear communication at the point of contact will be critical, particularly around the distinction between structural components and ladders, which many consumers assume are the primary access risk.
Service professionals and retail staff should also be prepared to explain that the recall does not involve a full product replacement, but rather a manufacturer-provided modification designed to eliminate the foothold while maintaining frame integrity.
Manufacturer Remedy
Blue Wave is offering a free repair kit to affected pool owners. The kit replaces the exterior compression strap with a lower-profile system installed closer to ground level. Once the repair is completed, the original strap can be removed.
Until the repair is installed, the manufacturer and CPSC recommend that pool owners prevent unsupervised access to the pool area or drain the pool temporarily.
Dealers and service professionals should advise customers not to remove or cut the compression strap prior to installing the repair kit, as doing so could compromise the pool’s structural stability.
Manufacturer
New Poolsafe Removable Mesh Safety Fences
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
Industry News
Latham Group Appoints Sean Gadd as Chief Executive Officer
Latham Group, Inc. (Nasdaq: SWIM), the largest designer, manufacturer, and marketer of in-ground residential swimming pools in North America, Australia, and New Zealand, appoints Sean Gadd as the company’s new President and Chief Executive Officer as part of a CEO transition that will take effect on January 5, 2026. The appointment follows a comprehensive search as part of a succession planning process led by the Board and current CEO Scott Rajeski, who will be retiring from Latham and will serve as a special advisor to the company.
Sean Gadd comes to Latham following a 21-year career at James Hardie. He most recently served as President of North America since 2022, where he has had full P&L responsibility for James Hardie’s largest regional business. Prior to his role as President of North America, Sean served as Executive Vice President, North America, Commercial (2018-2022) and Executive Vice President, Markets and Segments, North America (2015-2018) at James Hardie, leading the front end of the business across product, marketing, and sales. Sean has been instrumental in spearheading James Hardie’s substantial organic net sales growth since 2022, driving material conversion and deeper market penetration through a refined go-to-market strategy targeting end-users via channel partners. Sean brings experience that is directly comparable to Latham’s material conversion and Sand State initiatives, and his demonstrated success in driving strategic growth will be invaluable for Latham and its shareholders.
James E. Cline, Chairman, commented, “Sean is known as a strong leader and brand-builder and has an impressive track record of driving growth at James Hardie. We are thrilled that he has accepted the CEO role at Latham, and the Board believes Sean will be able to leverage his robust commercial experience, sector knowledge, and branding expertise to accelerate our ability to continue to gain share and further the conversion to fiberglass from concrete pools.”
“I am pleased to be joining Latham and am looking forward to building on its achievements to date. This is an excellent opportunity for me to utilize my experience in the building products category to drive further market penetration and adoption of Latham’s top-quality products and greater recognition for its superior service standards,” Mr. Gadd commented.
Mr. Gadd will also become a member of Latham’s Board of Directors, replacing Mr. Rajeski, who is resigning from the Board concurrently with his retirement.
Mr. Cline commented, “On behalf of the Board of Directors, I want to express our deep appreciation for the contributions that Scott Rajeski has made to Latham during his long tenure at the company, first as Chief Financial Officer and, since 2017, as President and Chief Executive Officer. Under his leadership and that of his executive and operating teams, the company went public in April of 2021 and has experienced substantial growth, demonstrated resilience within a difficult industry environment, and built a strong financial position.”
Mr. Rajeski noted, “It has been a privilege to serve as the President & CEO of Latham alongside the talented executive and operating teams that we have at the company. Together, we have advanced the awareness and adoption of fiberglass pools and autocovers, while implementing production and related efficiencies that have streamlined our operations. I am proud to be retiring as CEO of Latham with the company in a strong financial position and in very capable hands. Throughout my conversations with Sean, I have been very impressed with his leadership capabilities and background, and I am confident that he will bring a unique skillset that will allow Latham to continue to outperform the industry, gain further traction in the important Sand States, and remain an acquirer of choice.”
About Latham Group, Inc.
Latham Group, Inc., headquartered in Latham, NY, is the largest designer, manufacturer, and marketer of in-ground residential swimming pools in North America, Australia, and New Zealand. Latham has a coast-to-coast operations platform consisting of approximately 1,850 employees across around 30 locations.
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