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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