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The Next Generation of Rising Stars in San Antonio

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The Next Generation of Rising Stars in San Antonio - Element Pool Company

There are a few rising stars in the pool industry that are definitely setting a name for themselves. One powerhouse couple that stands out and is establishing themselves as the next generation of elite pool builders in San Antonio, is JC and Daniella Rodriguez.

The couple recently appeared together in Pool Pro Magazine’s 30 Under Forty issue with JC Rodriguez being featured on the cover. Their new pool construction firm Element Pool Company has been creating a reputation in their local market for designing beautiful outdoor living environments and exquisitely crafted inground swimming pools.

Recently featured on the cover of PoolPro’s 30 Under Forty Issue – JC Rodriguez of Element Pool Company in San Antonio

“It was a surprise to be chosen for the 30 Under Forty, we both made it and in fact, Dani was recognized as ‘Rookie of the Year’,” said JC Rodriguez. “I laughed out loud when I heard I won and said ‘no way you’re kidding me’,” said Daniella Rodriguez, who said she couldn’t believe it when she heard the news. “Sure enough, I opened up the magazine, and there I was. It was a real honor,” said Rodriguez.

This type of acclaim is helping establish a footprint for the new firm in a crowded market inundated with pool construction companies. The recognition that Daniella Rodriguez received is an equally encouraging sign that signifies women have begun to claim their rightful place in a largely predominantly male industry. Alluding to this, she agreed, “We have to make elbow room in the industry in order to make a name for ourselves, so I was really happy to step up to the plate for all of us,” said Rodriguez.

Pool Pro 30 Under Forty - Rookie of the Year - Daniella Rodriguez
PoolPro ‘Rookie of the Year’ – Daniella Rodriguez

Rising Stars Make a Dynamic Husband & Wife Team

It’s exceptionally rare to find a couple working together in the field of pool construction. In this regard, Element Pool Company is something of a rarity. The pairing of their skillsets appears to provide a well-nuanced balance that customers in their market seem to greatly appreciate.

At the first point of contact, Daniella often leads off the conversation with customers. “Dani navigates them and helps provide some of the introductory information. We let them know that we’re a little more custom than your drop-in fiberglass pools or cookie cutter concrete swimming pools,” said JC Rodriguez.

Approaching Things Differently

“It’s such a large market in San Antonio and there is so much competition,” said Rodriguez. “A lot of the top builders in the United States are in this area. Huge companies that build hundreds of pools a year. We wanted to make a name for ourselves and realized that a lot of that came from the relationships we’re building with the customer. We saw that we could distinguish ourselves in this regard versus making it a one-off project. Establishing that long-term relationship with the client is what our company is based on.”

Turning Customers Into Brand Ambassadors

It’s this novel approach toward client acquisition that sets Element Pool Company apart in some regard. Establishing that type of strong referral-based business is a strategy that appears to be working for the couple.

For many consumers, a swimming pool may be the single most expensive thing they purchase for their home. For some, it’s the culmination of a dream they may have had for decades. Pool ownership is the realization of a goal for many and a life-affirming purchase. This is why the experience holds as much importance as the end result itself, in terms of converting customers into brand ambassadors.

“We’re definitely cognizant of the fact that this is a major purchase for homeowners,” said JC Rodriguez, “one of the things I tell our customers is that we’re not going to do just one design and say ‘hey that’s the pool we want to build you, take it or leave it.'”

Changing The ‘Order-Taking’ Mentality

In this high-volume environment, many pool companies have resorted to an ‘order taking’ mentality as they try to keep up with demand. This is a practice that Rodriguez says he is desperately trying not to adopt. “During the height of the pandemic there were a lot of companies out here that were just giving over the phone quotes and virtual estimates. To us it never made sense because you don’t understand the necessities of that backyard,” explained Rodriguez.

“Even through the pandemic we were always interested in getting into the backyard,” said Rodriguez, “If the client stayed in the home, we were on the phone with them the entire time while we were back there.

“Our goal is to always understand what the house and backyard are calling for, as well as what the customers are looking for,” Rodriguez explained that it’s much easier to get a true sense of that customers lifestyle and accurately bid a project rather than trying to supply a virtual estimate.

“A lot of customers have been dreaming about building a pool for a long time,” said Rodriguez, “We want to make sure we get it right. Ultimately, they will be living with it long after we’re gone from the backyard. We’ll make a hundred different design changes if we need to. This way, we’re getting the right design at the right budget. The goal is that when they walk outside they’re ecstatic about their backyard.”

Educating The Customer

As the prices for swimming pools continue to rise, one of the biggest challenges Rodriguez says he faces is educating consumers on what swimming pools really cost these days. “I wish we could still build pools for the same price we were building them a few years ago. Your average pool in the San Antonio market is going to be around 15 feet wide by 30 feet long. These days, for a basic swimming pool without any extra bells or whistles, you’re going to be starting at around the $60,000 range and going up from there.”

One of the pools they built that caught our eye certainly isn’t in the bottom of that price range. This pool features an expansive travertine deck, a spa, premium pebble tec interior, ledge loungers (Signature Collection), and exciting fire bowls with sheer descents by USA Fire Bowls.

A separate conversation area at a lower elevation with it’s own smartly appointed fire table was another great feature. These are all subtle nuances that add to the overall experience. Aside from the basic cost of pool construction, all these factors add to the total price of the project and that’s before ever getting to what’s actually in the pool itself.

When discussing some of the higher echelon features that homeowners are looking for in their pool such as LED lighting, pool automation, and dramatic fire features, “homeowners can easily price themselves into the $400,000 range and up”, said Rodriguez.

Quality pool builders can definitely justify the asking price. During the pandemic, homeowners made it clear they were willing to pay top-dollar for a backyard that truly delivers the experience they are dreaming of.

Providing a premium product combined with a great customer experience is what consumers want. With projects like this one, Element Pool Company appears to be delivering just that. This young but talented pool firm is definitely on our radar now and one to watch in the upcoming years.

Listen to our discussion with Element Pool Company on the Pool Magazine podcast.

Additional Photo Credit: PoolPro

4.7/5 - (18 votes)

Editor in Chief of Pool Magazine - Joe Trusty is also CEO of PoolMarketing.com, the leading digital agency for the pool industry. An internet entrepreneur, software developer, author, and marketing professional with a long history in the pool industry. Joe oversees the writing and creative staff at Pool Magazine. To contact Joe Trusty email [email protected] or call (916) 467-9118 during normal business hours. For submissions, please send your message to [email protected]

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Tenex Capital Management Acquires Pool Builder Franchisor, Blue Haven National Management Inc.

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Tenex Capital Management Acquires Pool Builder Franchisor, Blue Haven National Management Inc.

New York, NY – December 3, 2025 – Tenex Capital Management (“Tenex”) is pleased to announce an investment in Blue Haven National Management, Inc. (“Blue Haven” or “The Company”), a 71-year-old franchisor of swimming pool builders.

Headquartered in San Diego, CA, Blue Haven is believed to be the 2nd largest residential-focused pool builder franchisor in the United States. With 60+ locations nationally, Blue Haven is one of the most recognized brands in the pool industry. Blue Haven will continue to be run by Ryan Ripley, President/CEO and Matt Kimball, COO.

Blue Haven CEO, Ryan Ripley, commented, “We were very impressed by Tenex’s experience and network in the pool space and other similar industries. They offer extensive operational expertise and are poised to support our efforts in expanding our footprint by enabling us to better service existing and new franchisees. We have spent the past couple of years developing new technology for pool builders that is designed to improve the customer experience, and we believe Tenex will be a valuable partner as we continue to develop and implement Blue Haven’s offerings.”

Blue Haven COO, Matt Kimball stated, “Tenex provides the capital and resources that we believe will support our growth plans. We expect this partnership to help us move more quickly and make targeted investments for the benefit of our franchisee base and other stakeholders.”

Tenex Managing Director, Gabe Wood, remarked, “We are thrilled to partner with the Blue Haven management team & franchise operators. We look forward to providing marketing and technology support, as well as other capabilities that will allow Blue Haven to pursue their strategic and operational objectives to drive sustainable growth for this respected brand.”

The transaction closed on November 26th, 2025.

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Thinking Around Covers & Corners: A Pac-Man Style Spa

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Thinking Around Covers & Corners: With Todd Thomasson of Rockwater Farms

A client approached Rockwater Farm Landscapes & Hardscapes with a unique request: design a luxury backyard pool and spa that incorporated an autocover system. For many designers, that detail might have been a limitation, but for Todd Thomasson, owner of Rockwater Farm, it became the spark for something original. Rather than compromise the spa design, he treated the challenge as an opportunity to elevate the overall aesthetic. The result is a one-of-a-kind “Pac-Man” style spa that delivers both functionality and a striking focal point for the backyard.

A Philosophy of Unique Design

For Thomasson, every project begins with the belief that no two backyards should ever look the same. “We simply don’t build the same thing twice,” he explained. “Even if it’s another 20 by 40 pool, the backyard, the access, the elevations—all of it is different. Every time is the first time for us, and that’s what makes design exciting”.

This philosophy extends beyond pools. Founded nearly two decades ago, Rockwater Farm began as a landscaping company rooted in Thomasson’s background as a trained stonemason. Over the years, the company evolved to specialize in complete outdoor environments—pools, pavilions, fireplaces, outdoor kitchens, and landscape integration. That holistic approach ensures projects flow seamlessly, with one point of accountability and a vision that unifies all elements of the backyard.

Setting the Stage for Something Different

Like many of Rockwater Farm’s most memorable projects, this one began with a relationship. The homeowners had been long-time maintenance clients, trusting the company with their property care for years. When they purchased a new home in a growing neighborhood, they wanted more than just a functional backyard — they envisioned a place to entertain, gather, and enjoy with family.

The project unfolded in phases. First came a patio, outdoor kitchen, and pergola connected to the house — all designed and built by Thomasson’s team. But those elements were only part of a bigger dream. From the start, the homeowners knew a pool and spa would eventually complete the space. The question wasn’t if, but how.

The “Pac-Man” Spa

When it came time to plan the pool and reconcile the client’s desire for an autocover, Thomasson faced a design puzzle. The cover system required uninterrupted space at one end of the pool, which conflicted with traditional spa placement. Rather than forcing a compromise, he cut a quarter out of the spa and turned it into a design opportunity.

“I didn’t want the typical spa on the side of the pool that spills in. Those are dime a dozen,” said Thomasson. “We’re always asking: what haven’t we done, or what can we pull from different projects to create something unique? This became what we call a crow’s nest of a spa, perched up on the corner of the pool. Because of the shape, it ended up looking like Pac-Man”.

The cut-out serves multiple purposes. It creates a clean line for the autocover to function, ensures no one has their back to the pool—a safety consideration—and frames the water in a striking way. “By taking out that piece, we kept visibility of the water as a priority. Everyone in the spa is still looking across the pool, not away from it,” he explained.

Pac-Man style three quarter spa with the fourth quarter turned into a tanning ledge
Pac-Man style three quarter spa with the fourth quarter turned into a tanning ledge.

A Balance of Safety and Style

Safety wasn’t an afterthought. For Thomasson, it was ingrained in the design process. He recalled his own childhood experiences as part of the inspiration: “I grew up with a pool. My mom was a school teacher, sitting on the deck with a whistle. That always stuck with me—the importance of seeing the water. It’s something I think about in every project”.

In this way, the spa design became both functional and symbolic. It respected the client’s need for safety, maintained visual oversight of the water, and at the same time became a distinctive element that elevated the project’s sophistication.

Aerial view of a unique Pac-Man style three quarter spa

Material Selections That Complement the Design

The pool’s elegance extends beyond its shape. Every material was selected with care. Around the pool, Thomasson used marble decking with a sandblasted finish, chosen for its comfort and practicality. “It doesn’t get hot underfoot like flagstone, pavers, or even concrete. At the same time, it provides grip, so it’s safe as well as beautiful”.

The pavilion, angled to enhance views from the house, introduces a rustic counterpoint with Pennsylvania flagstone underfoot and heavy timber framing overhead. “Everything on this project is natural stone. We don’t really do pavers. I’m biased as a former stonemason, but I believe it’s a better product. It holds up, and it looks timeless,” Thomasson said.

The interior finish of the pool is a darker blue plaster, selected for both aesthetic and practical reasons. It reflects light beautifully and helps maintain water temperature, creating shimmering, reflective tones that change with the sky.

Transitioning Spaces Through Stone

Another intentional design detail was the use of contrasting materials at transitions. “I like step treads to be a contrasting material so they stand out. If you run travertine everywhere, bright sunlight can wash out those changes and someone could trip. By mixing materials, you get safety and visual definition, while also creating a sense of arriving in a new space,” Thomasson explained.

Bringing the Backyard to Life at Night

Bringing the Backyard to Life at Night

While the spa steals the show during the day, the backyard transforms into something even more dramatic after sunset. Thomasson integrated extensive lighting throughout the landscape, pavilion, and pool features. Solid granite fire bowls, gas-powered and glowing after dark, punctuate the scene. The pavilion’s fireplace adds warmth and atmosphere, while deck jets and bubblers with LED lighting create playful movement and vibrant accents.

“There’s just a lot of different activity that can happen out here. It’s not just a backyard—it’s a resort,” Thomasson said.

The Moment It All Came Together

For Thomasson, the true impact of the design hit during the project’s first photo shoot. “It really sank in when I was there at night. The lights were on, it was warm, everything came together. I just walked around and thought, ‘We actually built this. This looks awesome.’ It was one of those moments where you stop, take it in, and appreciate what you created”.

That moment of reflection underscores what makes Rockwater Farm distinctive: a blend of design ingenuity, craftsmanship, and respect for the client’s trust.

Beyond the Expected

What could have been a design obstacle—the integration of an autocover—became the genesis of one of Rockwater Farm’s most memorable projects. By embracing the challenge, Thomasson and his team produced something that is not only functional but also a signature piece of design. The Pac-Man spa represents more than a clever workaround; it reflects a philosophy of turning limitations into opportunities.

In Thomasson’s words, “Ultimately, you want something different in your portfolio. That’s how we approach design. It’s about pushing creativity while still serving the client’s needs”.

For Rockwater Farm, thinking around covers and corners has become second nature—and it shows in every detail of this unique backyard retreat.

Ready to take a deeper dive?

Listen to our entire conversation with Todd Thomasson of Rockwater Farm on the Pool Magazine Podcast.

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Anthony & Sylvan Pools Announces CEO Transition

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Anthony & Sylvan Pools

WARMINSTER, PA, UNITED STATES, October 10, 2025 — Anthony & Sylvan Pools – the premier residential swimming pool and spa builder, renovator, and service provider in the United States – today announced that Chief Executive Officer Bonnie Chong will be stepping down after nearly eight years with the company to pursue a new opportunity in the professional services sector.

Since joining Anthony & Sylvan in 2018, Chong has held several key executive positions, including General Counsel, Chief Financial Officer, and most recently Chief Executive Officer since April 2022. During her tenure, she guided the company through the challenges of the pandemic and the post-COVID market environment while helping to strengthen its culture, built a high-performing leadership team and prepared a framework for the next phase of growth. Chong reflected, “Leading and supporting Anthony & Sylvan’s growth over the past eight years has been a true honor for me. I am grateful for what we have achieved and look forward to its continued growth and success in the years ahead.”

Chong will remain on the Anthony & Sylvan Board of Directors to support a smooth transition and continue contributing to the company’s strategy.

The Board has appointed Alan Walker, Senior Vice President of Operations, as Interim CEO, effective October 22, 2025, while a search is conducted for a permanent successor. With more than 20 years at Anthony & Sylvan, Walker brings extensive operational experience, deep industry knowledge, and strong relationships throughout the organization and the pool industry.

“Bonnie’s leadership, intellect, and integrity have guided Anthony & Sylvan through a transformative period,” said Erik Waldin, Chairman of the Board. “We are grateful for her many contributions and wish her all the best in her future endeavors. We also have full confidence in Alan’s leadership and his ability to continue the company’s positive momentum.”

About Anthony & Sylvan

Founded in 1946, Anthony & Sylvan Pools is one of the nation’s largest and most experienced swimming pool design and construction companies. In its nearly 80-year history, it has served more than a million customers throughout the U.S.

The entities doing business as Anthony & Sylvan Pools include Anthony & Sylvan Pools Corporation, Anthony & Sylvan Corp. and Anthony & Sylvan Pools North Carolina LLC. Anthony & Sylvan’s statewide licenses/registrations: #SPB.0000089 and HIC.0501976(CT); #2006201521(DE); #410512000233(DC); CPC1459629 and CPC1459777 (FL); #203008(MA); 05-129792 – Reg#95872(MD); #13VH01546700(NJ); #H-20201 and #WC22294H09(NY); #0023414(NV); #68766(NC); #006381(PA); GC-46619(RI); CLG 125269(SC); #75966(TN);13800478-5501(UT); #2701011419(VA RFC/ELE); and #WV030223(WV). FOR INFORMATION ABOUT CONTRACTORS AND THE NEW JERSEY CONTRACTORS’ REGISTRATION ACT, CONTACT THE NEW JERSEY DEPARTMENT OF LAW AND PUBLIC SAFETY, DIVISION OF CONSUMER AFFAIRS AT 1.888.656.6225.

Nicole Lasorda
Anthony & Sylvan

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