Phoenix Pools
Innovating the Midwest Poolscape from Dream to Dive
Cultivating culture, brand identity, and growth with excellent pool building and maintenance
Distinguished design and forward-thinking adaptability are two key elements that have taken root in the Midwest pool construction market.
One of, if not the largest, contributors to this shift is Phoenix Pools. Established in 2007, this Omaha-based company has become a cornerstone of Midwest pool construction and services.
Founded by Shane Johnson, the company’s journey began with a desire to deliver high-quality pools to the community while staying rooted in family values. Johnson has steered Phoenix Pools into becoming a premier provider of residential and commercial aquatic solutions.
Strategic innovation is a priority at Phoenix Pools. The company’s main goal is to retain a competitive and dominant presence in its industry.
So, maintaining cutting-edge technology and investing in unique assets have become a primary method of improving and extending the company’s operational capabilities, even during the Midwest’s challenging off-season.
Equally vital is the focus on building and retaining a skilled, passionate team. Recognizing the importance of employees’ contributions, Phoenix Pools emphasizes competitive compensation and creating a supportive work environment where people feel valued.
This focus also extends to maintaining meaningful relationships with key partners and suppliers, whose collaboration underpins the company’s ability to effectively meet customer demands. Integral to Phoenix Pool’s success from the beginning is Paramount Pool and Spa which provide their in floor cleaning systems and have always shown tremendous support for the business.
Today, Phoenix Pools is known not only for its construction expertise but also for its comprehensive approach to pool care, offering everything from maintenance to cutting-edge technology solutions.
The company’s customer-centric mission—delivering flawless pools that exceed expectations—lies at the heart of its quality craftsmanship.
Ultimately, this has associated its growing presence across Omaha and beyond with sustained profitability and continued ability to bring customers’ aquatic visions to life.
Building Pools and Relationships with A Culture of Simplicity
Phoenix Pools is a full-service pool and spa company with a robust range of offerings that reflect its commitment to customer satisfaction.
The company’s structure includes a retail location that provides water testing, chemicals, and pool equipment, as well as a service department with a dedicated manager and nine technicians.
This department ensures daily maintenance and repair services for pools and spas, catering to residential clients and commercial entities alike. The construction division specializes in creating in-ground pools, ranging from simple vinyl-lined designs to complex, luxury shotcrete installations.
These custom pools, priced anywhere from $80,000 to over a million dollars, reflect the artistry and precision Phoenix Pools brings to its projects. Additionally, the company offers remodeling services for aging pools, ensuring longevity and aesthetic appeal.
On the commercial side, Phoenix Pools focuses on medium-scale projects, such as pools for apartment complexes. To maintain strong client relationships, the company also offers winter services, reinforcing its role as a year-round partner for property managers.
“We build relationships with a lot of apartment management companies on the repair and renovation side, sometimes new construction as well. Then we focus on growing and developing that relationship further so that we can take care of their snow removal needs along with servicing their pools because we’re in an area where we have to winterize pools,” explains Owner Shane Johnson.
Phoenix Pools’ culture is rooted in simplicity and inclusivity, making it an attractive workplace for individuals from diverse backgrounds. Employees benefit from a supportive environment where communication is prioritized.
By centralizing job-specific information, Phoenix Pools empowers its team to deliver exceptional results without unnecessary administrative burdens. This emphasis on simplicity also extends to customer interactions, ensuring that clients enjoy a seamless experience from project inception to completion.
“You put the pool first and the people first, and you’re going to have success,” Johnson emphasizes. This philosophy drives every aspect of the company’s work, from simple residential projects to complex designs.
Johnson views culture as a shared mindset in which every team member aligns with the common goal of delivering top-tier pools. The result is a unified workplace that values care and camaraderie while striving for greatness, a natural byproduct of the company’s core mission.
Integrating Technology and Partnership for Stronger Brand Identity
Technology is a vital part of Phoenix Pool’s incredible internal environment and external image. Every pool built by Phoenix Pools integrates high-end features like in-floor cleaning systems and full automation, ensuring each creation stands out in quality and performance.
While these systems may sound complex, in actuality, the company’s approach to technology still reflects its ethos of simplicity and focus on helping people.
The philosophy regarding the type of technology used is just as straightforward: “The simpler it is, the more effective it becomes when dealing with multiple people,” Johnson explains.
The company’s adoption of Basecamp is a prime example. This project management app revolutionized the Phoenix Pools operation by centralizing communication, documentation, and workflow.
“What we like about Basecamp is that it’s very cost-effective. It grants unlimited users, has a low monthly rate, and applies well to the end user… it may not be ideal for every company, but it really is a perfect fit for me and my company,” Johnson explains.
Basecamp’s intuitive interface and cost-effectiveness make it ideal for Phoenix Pools. By allowing all stakeholders—employees, subcontractors, and even distributors—to access real-time updates, Basecamp enhances efficiency and ensures that information reaches the right people promptly.
The platform effectively eliminates inefficiencies associated with traditional phone and email communication. “Instead of relying on fragmented communication, everyone involved in a project has access to all relevant files and updates in one place,” Johnson states.
Initially hesitant about adopting the platform, Johnson is now a staunch advocate. “If you asked me today, I would not build a pool without it,” he remarks.
The company also prioritizes digital presence, with an emphasis on maintaining a modern, SEO-optimized website. This has become an essential tool for attracting new customers and staying competitive in the digital age.
As a result, Phoenix Pools has cultivated a strong brand identity that imbues its logos and vehicle wraps with the essence of its internal efficiency and excellence.
With its distinctive name, Phoenix Pools stands out in a market that often favors more conventional branding. The company’s bold, professional image reflects the quality of its pools.
“A strong brand should stand out to people who may never even need a pool,” Johnson asserts, underscoring the importance of memorable branding in creating a lasting impact.
Lastly, the hidden components behind the Phoenix Pools brand are its strong supplier relationships.
The company has developed long-term partnerships with key distributors, such as Bullfrog Spa, Pentair, Hayward and Pool Corporation.
“Poolcorp has been with me since day one. They try their best and do a great job ensuring we have everything we need…They’re for sure our biggest supplier and a nationwide distributor, so we’ve actually incorporated them into our Basecamp and use that to process all of our orders,” Johnson states.
Integration like this ensures that materials arrive on time and are aligned with project specifications, reflecting the company’s adaptability in managing diverse vendor relationships.
Expanding Horizons on Pool at a Time
Looking ahead, Phoenix Pools is exploring expansion opportunities, including the potential addition of a third retail location. Fortunately, its technology infrastructure’s adaptability allows the company to scale operations without compromising quality.
“I think about all the opportunities we’ve created with others over the past 17 years… and I feel good about what we’ve done in the past, so I feel good about what’s coming for us,” Johnson says.
For Phoenix Pools, growth is a deliberate process fueled by strategic investments in people, equipment, and innovative solutions. A significant portion of the company’s resources goes toward employee compensation, which explains its loyal and motivated workforce.
Operating in a seasonal industry presents unique challenges, particularly in retaining skilled employees during the off-season. So, the company intends to continue investing heavily in infrastructure to extend its pool-building capabilities into colder months.
A notable example is a 35-by-65-foot tent imported from overseas, which will enable employees to construct pools during winter.
This innovative approach bolsters the company’s bottom line and considers the employee experience, two things that will undoubtedly position it for continued growth in an unpredictable industry.
So it makes sense that Johnson is optimistic about the future, confident that the company’s history of hard work and integrity will continue to yield opportunities. By focusing on quality, innovation, and community, Phoenix Pools is poised to remain a leader in its field for years to come.
“We’ve planted a lot of seeds by doing the right thing,” Johnson reflects. “The future will take care of itself when you put the pool first and follow through on your promises.”
In an industry defined by competition and seasonal challenges, Phoenix Pools exemplifies what it means to thrive through a commitment to excellence, a strong brand identity, and a vision for sustainable growth.
With Shane Johnson at the helm, Phoenix Pools is not just building pools; it’s building trust, relationships, and a legacy of excellence that will ripple through the Midwest for years to come.
AT A GLANCE
Phoenix Pools
Led by founder Shane Johnson, the company integrates cutting-edge technology, innovation, and a commitment to quality craftsmanship to deliver exceptional aquatic solutions to residential and commercial clients.
What: A premier pool construction and maintenance company that has redefined the Midwest pool industry.
Where: Headquartered in Omaha, Phoenix Pools serves clients throughout the Midwest.
Website: www.phoenixpools.org
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