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Say No To Doing Free Pool Designs

Builders need to start saying no to doing free pool designs. This practice devalues the service designers provide.

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Say No To Free Design - Free Pool Designs Are Bad For The Industry

Pool design has changed dramatically over the last decade. In the past, builders either did a hand drawing or used a series of stencils to quickly come up with a pool design concept. It’s only been within the last decade that pool companies felt the need to begin incorporating free designs into their sales process. In years past this had become a common practice. Builders created advertisements with tag lines like “Get a FREE Design” to attract homeowners, hoping to sell them a pool and gave the designs away for free.

The days of having to give away free designs are over. Ads like this hurt the industry.

One thing that the pandemic has done is reignite an interest in swimming pools the likes of which has never been seen. The days of having to go that route and give away a valuable service like design are behind us. Builders no longer have to do that to entice homeowners. These days everyone and their mother-in-law wants a pool. It’s time to start saying no to free design.

A decade ago using 3D design presentations was considered a differentiator. Over the past 10 years that perception has changed. These days the majority of large pool companies incorporate some aspect of 3D design as part of their sales process. Homeowners have come to expect a 3D rendering and their tolerance for quality is quite high given the status of the technology available today.

Why Giving Away Design Is Bad For The Industry

One major and significant aspect of doing designs is often overlooked and that is the amount of time needed to create a sophisticated 3d design. Even when using cutting edge technology like Structure Studios, a design could take anywhere from hours to even days or weeks to complete depending on how elaborate the design plan is.

The average homeowner in 2021 expects to see a 3D rendering of what their pool design will look like.

Accommodating every single prospect that could conceivably want a pool this season with a 3D design is impossible says Cameron Rhodes, co-owner of Southern Poolscapes. “We’ve gotten away from doing free designs a while ago. Honestly, with the amount of folks that want an inground pool right now, you really don’t need to be doing that anymore.”

Ryan Baird of Beyond Blue Pools in Houston said that he has done away with free designs altogther. “Honestly, I feel like if a homeowner truly values the work that is going into the design they should pay for it. There is a cost associated with doing these designs as well as how much time they take.” said Baird whose design / build firm has had their busiest season ever.

Design is a Painstaking Process

There is a growing consensus in the pool & spa industry to do away with free designs. Many experts feel that offering a design service for free commoditizes and devalues the creativity and labor that is involved with creating a custom backyard design for the customer.

The entire process of creating a custom 3d rendering for a customer is a time consuming process. So why not charge for it?

The level of detail and intricacy programs like Vip 3D are capable of achieving has upped the bar for pool designers considerably. An incredible amount of personalization is involved with creating one of these designs. Just learning the software itself takes professional pool designers a long time to perfect.

Swimming pool designer Brandt Gibert of Windgate Custom Pools said his process is seldom a one off design. “Each version of one of my designs takes me a few hours to complete and customers sometimes want to see 2 or 3 different concepts before they come to a decision.”

Say No To Doing Free Pool Designs
Even using a design template involves hours of customization to create a backyard design. Photo Credit – Dan Everton

“Even using a design template only gives you the basis for creating a foundation for a backyard design. It’s not like you can hand that to a customer and say here’s your design.” said Denis Nadeau of Your Backyard Haven in Ontario. When formulating the overall design concept of the pool, experts say it’s difficult or impossible to make a one design fits all type of solution.

“There is no cookie cutter or templatized approach towards designing custom luxury inground pools” said Jason DeBosky of Crystal Blue Aquatics, “People want something unique. A truly discerning homeowner is going to want to see their home, their environment, and the elements discussed during project planning in their design concept. I don’t know how you make that happen with a template.”

Lack of Accreditation

Being a designer in the pool industry has its own unique set of challenges. Most designers get their experience once they are actually in the industry. While there are a number of training programs such as Genesis and Watershape University, there are currently no prepatory or formalized college programs specifically focusing on pool design. Quite often, pool builders who are adept at construction struggle with learning the design aspect and mastering the software. In fact, many builders prefer to subcontract out the design process entirely and pay a staff to produce designs for their customers. Which makes one wonder, if companies are paying for the designs, why are they giving them away for free?

Education is one thing that differentiates pool designers from landscape architects or engineers. Each has accredited college degrees associated with those disciplines. Many pool builders say that not having a pool design focused degree they can hang their hat on has been what has held them back from charging for their services.

The vast majority of professional designers have spent weeks and months first learning and then perfecting this new design craft by watching a series of tutorials and engaging in the trial and error process of teaching themselves to be 3D designers without any formal instruction. This certainly begs the question “how does the pool industry determine who is qualified to be a pool designer?” It’s not an easy question to answer.

One question that is easy to answer is “why stop giving away free designs?” Many pool companies are reluctant to do away with free design because they consider it a value added service. This train of thought is flawed and I’ll explain why. Companies that don’t charge for design train customers to associate zero value with the service.

Truth be told, each design takes someone a substantial amount of time to create. When accounting for the hundreds of man-hours spent learning the software and adding on the recurring costs of purchasing high-end computer hardware and 3D rendering software it all adds up.

The toll on the design staff performing their 20th round of revisions to Mrs. Jones’ pool just to get her to sign the contract is mentally taxing, especially when you’re not being paid for them. The price tag associated with allowing that process to continue during this climate when pools are practically selling themselves is unfathomable. If you are still offering free designs, you should probably stop.

5/5 - (9 votes)

Pool News coverage brought to you by Pool Magazine's own Marcus Packer. Marcus Packer is a 20 year pool industry veteran pool builder and pool service technician. In addition to being a swimming pool professional, Marcus has been a writer and long time contributor for Newsweek Magazine's home improvement section and more recently for Florida Travel + Life. Have a story idea or tip you'd like to share with Pool Magazine? Email [email protected] your story idea.

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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.

5/5 - (13 votes)

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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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