franchise success story born from a passion for cars BUILDING SUCCESS, ONE POOL AT A TIME POOLS BY DESIGN WWW.POOLSBYDESIGNAZ.COM/ABOUT Maryanne Larison Vice President
POOLS BY DESIGN AT A GLANCE POOLS BY DESIGN WHAT: A n industry-leading pool construction company that blends craftsmanship with customer-centric innovation. WHERE: H eadquartered in Tucson, AZ WEBSITE: www.poolsbydesignaz.com/about BUILDING SUCC ONE POOL AT A TIME 1 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12
EXPLORING CREATIVE LABOR SOLUTIONS AS THE CATALYST FOR OPERATIONAL RESILIENCE CESS, Headquartered in Tucson, Arizona, Pools by Design has shown remarkable resiliency and long-term growth, which speaks volumes about its current success. It has maintained its strong organizational culture, customer-first mindset, and quality results even throughout volatile periods like the COVID-19 pandemic. Practically speaking, that means embracing new methodologies 2 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12
that streamline operations while ensuring that mastery of the fundamentals is retained and passed down to the next generation of pool builders. The principles that guide these builders play a vital role, and the company’s leadership understands that investing in comprehensive training and mentorship allows for the cultivation of talent, thus bridging the gap caused by labor shortages. Today, Pools by Design stands as a thriving organization that creates beautiful, durable pools tailored to customers’ needs. It’s a business defined by innovation, reliability, and customer satisfaction, delivering outdoor spaces that enrich lives and stand the test of time. A CORNERSTONE SHIFT TRIGGERED BY COVID-19 Pools by Design blends craftsmanship with customercentric innovation, solidifying its reputation as an industry leader. For decades, the company has excelled in designing and constructing pools that epitomize quality and style,creating bespoke outdoor oases for homeowners and businesses alike. Despite its immense success, it has not once lost sight of the customer’s needs. “We earn a profit by taking care of our customers,” President Ken Larison begins, “and we’ve been very fortunate to find people that think like I do, so we’ve been able to grow our company significantly since 2009.” The company currently boasts 55 in-house employees as well as approximately 15 – 20 regular subcontractors who help it get the job done. Fortunately, it does get the job done so well that over 70% of its work comes from referrals from the home builders and contractors that it works with. “We specialize more in the upper-end market, in the commercial market, and in the remodeling sector. Those have all been growth areas this year,” Larison comments, proudly explaining that the company is set to end 2024 with approximately 20% higher sales margins than it did in 2023. However, this incredible performance was one the company had to work towards as it recovered from the lasting effects of the COVID-19 pandemic, which created very double-edged conditions. During the pandemic, there was a tremendous influx of new clients; however, the company — like many others — was limited in both workforce and supply. “We had six months of backlog where we couldn’t even start those projects,” Larison explains, referring 3 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12 POOLS BY DESIGN
to how he would at times have to physically visit customers to help explain to them the difficult conditions that every pool builder was dealing with at the time. However, out of that adversity came a new level of awareness that caused the shifts the company needed to begin its recovery much faster than its competitors. Some of those changes included doubling the size of its office to increase space for long-term material stocking. Pools by Design recently purchased a company in Sierra Vista to further facilitate that goal. Additionally, the company aims to build a new threeacre warehouse facility by 2025, which will help with rapid growth and defense against roadblocks like the supply chain disruption it experienced during the pandemic. The harsh market conditions also increased the 4 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12
INTELLIGENT CLEANING SOLUTIONS FOR ANY POOL The key to maintaining pristine, clearer, and healthier pool water is an effective cleaning and circulation system. A Pentair in-floor system more evenly disperses sanitized water, minimizes cold pockets, reduces heat loss, and helps ensure an even disbursement of chemicals — all by itself. MORE TIME SAVED, MORE MONEY SAVED, AND MORE OF YOUR LIFE SPENT ENJOYING YOUR POOL. LEARN MORE WWW.PENTAIR.COM
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emphasis on partnership and collaboration. Larison found that in order to keep up, more manpower would need to be outsourced, which, of course, helped the company improve its vendor selection processes. Fortunately, Pools by Design recovered to the point where it was able to start its projects just weeks after being contracted and has since aimed to maintain and improve that strong standard going forward. NAVIGATING BEYOND LABOR AND SUPPLY SHORTAGES At the heart of Pools by Design’s success is its expertise in shotcrete pool construction. Shotcrete, a versatile method that allows for custom designs of any shape, size, or depth, has been a hallmark of the company’s operations for years. This approach not only provides clients with virtually 7 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12 POOLS BY DESIGN
limitless design options but also ensures long-term durability and customer satisfaction. Despite rising materials costs—concrete prices have doubled over the past four years—shotcrete remains the preferred choice in the Southwest. The region’s high demand for pools and Pools by Design’s established relationships with subcontractors and suppliers have allowed the company to continue delivering cost-effective shotcrete pools. However, recognizing the need to adapt to shifting industry dynamics and labor market challenges, Pools by Design has begun exploring alternatives like fiberglass pools to complement its offerings. The appeal lies in their streamlined construction process. “Fiberglass is the predominant method 8 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12
of construction in other US Markets,” Larison says, referring particularly to regions where freezing temperatures make this prefabricated option attractive. Most of the work is completed in a factory before the pool is delivered to the site.This allows installation to be completed in as little as two weeks—significantly faster than the six to ten weeks typically required for shotcrete pools. “We’ve developed systems and preferred pricing for shotcrete construction because a pool in the Northeast might cost twice or 50% more than what it costs here, which opens up a potential market for fiberglass,” Larison says, explaining that at the moment, the two materials are competing with each other, regionally speaking. Despite the promise of fiberglass pools, Pools by Design has encountered unique challenges in bringing them to market in the Southwest. 9 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12 POOLS BY DESIGN
Shipping costs for these large, pre-made pools are substantial, often requiring cranes to lift them over houses for installation.Additionally, fiberglass pools lack the design flexibility of shotcrete; customers must choose from pre-designed models, limiting customization options. Perhaps most significantly, the Southwest market has yet to embrace fiberglass pools as a cost-effective solution. “Many customers come to us expecting fiberglass to be a less expensive option,” Larison explains,“But by the time we factor in shipping and installation costs, fiberglass often ends up being more expensive than shotcrete.” The company has invested significant effort into figuring out how to make fiberglass a more viable option. However, even with those difficulties, it is still seeking solutions outside of material costs and conveniences. 10 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12
Managing your pool business is a lot easier with the Heritage Pool+ App. It’s built for pros who want to get in, place orders, and get back to work without the hassle. It has features like real-time notifications on orders and shipping, so you’ll always know what’s happening with your deliveries. If you need to reorder something fast, the app’s got a handy buyagain option and a barcode scanner to make it simple. You can also save time by sharing carts across branches and creating custom shopping lists. Whether you’re at the job site or on the road, the app lets you see what’s in stock, along with pricing and your order history. Everything is in one place, so you can keep things moving smoothly throughout the day. Spend less time worrying and more time doing. Grab the Heritage Pool+ App and get back to doing what you do best—taking care of business. • Order & Shipping Notifications • Intelligent Search & Top Sellers • Share Cart Across Pool Brands • Save for Later • Bar Code Scanner • Talk to Search • Buy Again Your Trusted Partner 24/7 DOWNLOAD OUR NEW HERITAGE POOL+ APP! DOWNLOAD NOW! POOLS BY DESIGN
Like many sectors, pool construction faces a generational shift as fewer young people enter the trades.This shortage is particularly acute in outdoor work, where challenging conditions often deter potential workers. These conditions highlight the importance of training new, younger pool builders, and fiberglass pools, which require smaller crews and shorter timelines, offer a potential solution to these challenges. However, Larison is keenly aware that this issue requires more than new products—it demands a robust commitment to training and workforce development. So, recruiting younger generations through apprenticeship models and clear pathways for career advancement is a critical focus for the company. “We’ve built a group of leaders with decades of experience, and they’re instrumental in training the next generation,” Larison says, explaining that senior team members play a critical role in mentoring 12 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12
younger employees and passing on their expertise. This requires full-time effort but is essential to ensuring the company’s long-term success. DESIGNING THE FUTURE PATH TO EXCELLENCE For a company like Pools by Design, success goes beyond profit margins or market share. It’s about creating an environment where people feel empowered to make decisions and are proud of the impact they have on customers. “The customer needs to see that every person we send out there that they connect with has their best interest at heart,” Larison explains. This customer-first philosophy is a defining feature of the company’s operations. Every employee, from field crews to office staff, is trained to prioritize customer satisfaction. The next 18 months hold significant promise for Pools by Design. “We’ll continue to excel in custom pool construction, 13 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12 POOLS BY DESIGN
for new ways to improve and grow. For this company, the future is as bright as the shimmering waters of the pools it builds. By combining time-tested craftsmanship with forward-thinking strategies, it remains well-equipped to navigate the complexities of the modern pool construction landscape. As it looks ahead to the next chapter, the company remains steadfast in its mission: delivering outdoor spaces that inspire joy and connection for generations to come. For a major pool construction company, that is the very definition of a legacy of success… and it’s entirely by design. PREFERRED VENDOR/PARTNER n Pentair & Pentair In-Floor Cleaning www.pentair.com/infloor n Heritage Pool Supply Group www.heritagepoolsupplygroup.com Heritage Pool Supply Group, the fastest growing pool supplies distributor in the industry, with 130+ locations across 36 states. We are dedicated to a people-first approach with a focus on providing the best customer service, building a great culture for our team members, and giving back in the local communities we serve. We are committed to elevating the industry and empowering pool professionals. remodeling, and commercial projects. At the same time, we’re positioning ourselves to capture the rebound in the entry-level market,” Larison says. He anticipates a resurgence in the entry-level pool market as interest rates stabilize, making homeownership—and pool ownership—more accessible for young families. While market conditions can be unpredictable, Pools by Design has consistently weathered challenges by staying true to its values and embracing innovation. Its adaptability sets it apart, as it’s always looking 14 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 12
WWW.POOLSBYDESIGNAZ.COM/ABOUT WWW.BUSINESSVIEWMAGAZINE.COM AS FEATURED IN Pools by Design
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