With their promise to “raise the industry standard for pool service,” America’s Swimming Pool Company (ASP) has grown from a single-truck operation in Macon, Georgia to the largest swimming pool service franchise in the United States. Founded in 2002 by a young entrepreneur with no pool industry background, ASP now operates over 380 franchise locations across 26 states, serving hundreds of thousands of pools nationwide.

The residential pool service market represents a $15 billion industry opportunity driven by America’s growing pool population and increasing homeowner preference for professional maintenance over DIY care. With over 50% of pool owners now hiring professionals, the market dynamics strongly favor established service providers who can deliver reliability and expertise.

This comprehensive analysis explores every aspect of the ASP franchise opportunity: complete investment breakdown, ongoing fees, the proven business model, comprehensive support system, keys to success, and how ASP compares to competitors in the increasingly competitive pool service franchise market.

Expansion and Milestones

America’s Swimming Pool Company’s evolution from startup to industry leader demonstrates the power of a scalable franchise model:

2002: Founded by Stewart C. Vernon in Macon, Georgia with a mission to provide “high-quality, honest pool maintenance at affordable prices.” Vernon apprenticed under a retiring pool professional to learn the trade from scratch.
2005: Achieved over $1 million in revenue with five service trucks, doubling sales annually for the first few years through exceptional service and customer trust.
2006: ASP Franchising formally established to replicate Vernon’s successful model nationwide, marking the beginning of systematic expansion.
2008: Secured national supply account with PoolCorp, providing bulk buying power benefits to franchisees and strengthening operational systems.
2011: First appearance on Entrepreneur magazine’s Franchise 500 list, establishing credibility and national recognition that continues today.
2018: Major milestone—acquired by Authority Brands (backed by Apax Partners) as their first acquisition, providing access to extensive corporate support infrastructure and cross-brand expertise.
2023: Launched new Pool Construction Division, enabling franchisees to build new pools in addition to servicing existing ones, creating additional revenue streams.
Present Day: Over 380 franchise units across 26 states, firmly established as America’s largest swimming pool service franchise with recognition as Entrepreneur’s #1 Pool Maintenance Franchise.

What Does an ASP Franchise Cost?

The initial investment to launch an America’s Swimming Pool Company franchise ranges from $84,395 to $210,121. This positions ASP as an accessible opportunity in the home services sector, with no expensive retail storefront required. Most franchisees operate from a home office or small warehouse space, keeping overhead minimal while focusing on service delivery.

Initial Investment Breakdown

Initial Franchise Fee: $40,000 for a standard territory, scaling up to $90,000 for larger territories with more pools. Territory size is determined by the number of pools in the geographic area rather than population alone.
Equipment & Vehicle Setup: Professional pool service equipment, branded vehicle wrapping, initial chemical inventory, tools, and safety equipment needed for comprehensive service delivery.
Technology & Marketing: Setup costs for proprietary software systems, initial marketing campaigns, and professional branding materials to establish market presence.
Working Capital: $16,000 recommended for additional operating funds to cover expenses during the initial 6-month ramp-up period while building the customer base.

Financial requirements include $50,000 minimum liquid capital and sufficient net worth to support the investment. ASP offers significant incentives: 30% franchise fee discount for honorably discharged veterans, $5,000 discount for first responders, and $5,000 diversity discount for minority, women, or LGBTQ+ owners.

Ongoing Fees & Royalties

ASP uses a graduated royalty structure that rewards growth and performance:

Sliding Royalty Fee: 5-7% of gross revenue on a sliding scale. New franchisees pay 7%, which decreases to 6% and eventually 5% as revenue benchmarks are achieved, effectively rewarding high-performing owners.
National Brand Marketing Fund: 1% of gross sales supporting system-wide advertising, brand development, and lead generation initiatives.
Technology Fee: $250 per month for integrated software, CRM systems, and operational tools.
Website Maintenance: $350 per month for professionally managed local web presence and SEO optimization.

The franchise is SBA-approved and offers third-party financing options to qualified candidates.

How Much Do ASP Franchisees Make?

According to ASP’s Franchise Disclosure Document (FDD), the business model demonstrates strong revenue potential with clear pathways for growth and profitability.

Revenue Performance

Top Performers: The top 25% of ASP franchise territories averaged over $1.78 million in annual gross revenue. This demonstrates the significant earning potential for well-executed operations.
Profit Potential: The best-performing single territory achieved a net profit of $518,336 in 2023, indicating excellent return on investment potential for top operators.
Multiple Revenue Streams: Franchisees generate income through recurring maintenance contracts, equipment repairs, renovations, and now new pool construction, creating diverse income sources.

Business Model Strengths

Recurring Revenue Foundation: Weekly and monthly maintenance contracts provide predictable cash flow throughout the operating season.
High-Margin Services: Equipment repairs, renovations, and specialty services command premium pricing compared to basic cleaning.
Scalability: Successful franchisees often expand to multiple trucks and crews, dramatically increasing revenue potential without proportional overhead increases.
Year-Round Revenue: In warmer climates, service continues year-round. In seasonal markets, renovation projects and equipment servicing provide off-season income.

Profitability Factors

The pool service industry offers attractive unit economics when properly executed:

Protected Territory: Exclusive territorial rights provide a defined customer catchment area for systematic development.
Low Fixed Overhead: Home-based operations minimize rent and facility costs compared to retail-dependent businesses.
Equipment Leverage: Each service truck can typically handle 8-12 pools per day during peak season, creating strong productivity metrics.
Customer Lifetime Value: Pool owners who start with maintenance often add repairs, renovations, and eventually new construction, maximizing long-term value per customer.

The Business Model: A Day in the Life

ASP operates as a mobile, route-based service business with comprehensive capabilities spanning the entire pool ownership lifecycle.

Core Service Operations

Weekly Maintenance: The foundation of the business involves systematic pool cleaning, chemical balancing, equipment inspection, and minor repairs on regular routes. Technicians typically service 8-12 pools per day, following optimized routes managed through proprietary software.

Equipment Repair & Replacement: ASP franchisees handle pumps, motors, filters, heaters, automation systems, and plumbing repairs. This higher-margin work often develops naturally from maintenance relationships and provides significant revenue opportunities.

Renovation Projects: From minor improvements like tile repair to major renovations including resurfacing, liner replacement, and equipment upgrades. These larger projects provide substantial revenue boosts and typically occur during off-peak seasons.

New Construction: The newest service line allows qualified franchisees to build custom pools, partnering with established suppliers for fiberglass and equipment installations.

Daily Workflow

A typical operational day begins with route planning and truck loading at the franchise’s home base. Technicians receive their schedules via mobile app, including special customer requests and previous service notes. Throughout the day, technicians document chemical readings, service completions, and equipment issues through the integrated CRM system.

Customer communication is automated—service reports are generated and emailed immediately after each visit, often including photos of the clean pool. This transparency builds trust and differentiates professional service from less sophisticated competitors.

Administrative tasks including billing, scheduling, and customer inquiries are managed through ASP’s comprehensive software suite, allowing owners to focus on business growth rather than paperwork.

Training & Support System

ASP provides what may be the industry’s most comprehensive training program through their “Pool School” at headquarters in Macon, Georgia.

Initial Training: 11 days of intensive training at ASP’s state-of-the-art 20,000 square foot facility featuring 12 full-size functional display pools. The curriculum covers technical skills (water chemistry, equipment repair, renovation techniques) and business operations (customer service, marketing, financial management).

Hands-On Learning: Trainees practice real repairs in actual pools under expert supervision, ensuring competency before returning to their markets. No prior pool industry experience required—the program transforms newcomers into certified professionals.

Ongoing Support Infrastructure:

Dedicated Operations and Business Coaches for ongoing guidance
Largest peer support network in the pool service industry
Regular webinars, regional meetings, and annual franchise conferences
Technical support hotline for complex repair situations
Certified Pool Operator (CPO) certification included in training

Marketing Launch Support: New franchisees receive a comprehensive 10-week marketing action plan including:

Complete database of every pool in their territory with demographic information
Professional branding materials and vehicle graphics
Targeted direct mail campaigns
Local website optimization and Google Ads management
Social media content and digital marketing support

Technology Platform: Integrated software suite managing scheduling, routing, customer communications, billing, and performance analytics. The system automates routine tasks and provides real-time business insights.

Keys to Success as an ASP Franchisee

Analysis of top-performing ASP locations reveals several critical success factors that separate thriving operations from struggling ones.

System Adherence and Coachability: The most successful franchisees fully embrace ASP’s proven systems, training programs, and operational procedures. Those who attempt to “reinvent the wheel” or ignore corporate guidance typically struggle, while franchisees who follow the established playbook ramp up faster and achieve higher performance.

Multi-Stream Revenue Optimization: Top performers effectively utilize all available revenue streams—maintenance, repairs, renovations, and construction. Rather than limiting themselves to basic pool cleaning, successful owners identify and convert customers’ additional needs into higher-ticket services, dramatically increasing average customer value.

Operational Excellence: Efficient route management, proper chemical handling, consistent service quality, and professional customer communication separate industry leaders from mediocre operators. Successful franchisees invest in proper equipment, train their teams thoroughly, and maintain ASP’s professional standards.

Local Market Development: While ASP provides national brand recognition and marketing support, successful franchisees actively engage in local community marketing, networking, and relationship building. Many top performers become known as the “pool expert” in their area through community involvement and word-of-mouth reputation building.

Strategic Hiring and Team Building: As the business grows, successful owners excel at recruiting, training, and retaining quality technicians. The physical nature of pool service work requires finding reliable employees who can represent the brand professionally while working unsupervised at customers’ homes.

Financial Management and Seasonality Planning: Particularly important in seasonal markets, successful franchisees manage cash flow carefully during peak season to sustain operations during slower winter months. They often schedule renovation projects during off-peak periods to maintain year-round revenue.

ASP vs. The Competition

The pool service franchise market features several established competitors, each with distinct positioning and operational models.

Brand	Franchise Model	Initial Investment	Ongoing Fees	Units (U.S.)	Key Differentiators
America’s Swimming Pool Co	Mobile service + renovations + construction	$84K–$210K	5-7% sliding royalty, 1% marketing	380+	Largest network; comprehensive services; Authority Brands backing; proven system.
Pool Scouts	Residential maintenance focused	~$80K–$150K	6-8% royalty, marketing fees	~100	Specialized maintenance; newer system; tech-forward approach.
Pinch A Penny	Retail store + service hybrid	$500K–$800K	Varies by location	280+	Retail presence; strong Southeast brand; higher investment requirement.
Poolwerx	Global brand, retail + service	$100K–$300K+	Varies	~100	Global brand; retail hybrid model; Australian origins.
Blue Haven Pools	Pool construction focused	$200K+	Varies	60+	Construction specialist; 70-year history; custom concrete pools.

Competitive Analysis

Scale and Market Presence: ASP’s 380+ locations across 26 states represent the largest pool service franchise network in America. This scale provides advantages in brand recognition, purchasing power, and operational support that smaller competitors cannot match.

Service Comprehensiveness: Unlike competitors who focus narrowly on maintenance (Pool Scouts) or construction (Blue Haven), ASP provides a complete solution spanning maintenance, repairs, renovations, and new construction. This “one-stop shop” approach maximizes customer lifetime value and provides multiple revenue streams.

Authority Brands Backing: ASP’s acquisition by Authority Brands provides access to resources, technology, and cross-brand expertise that independent franchisors cannot offer. This corporate backing ensures continued innovation and support infrastructure investment.

Investment Accessibility: Compared to retail-hybrid models like Pinch A Penny or Poolwerx (requiring $500K+ for store buildouts), ASP’s home-based model offers lower barriers to entry while maintaining professional service capabilities.

Proven Track Record: With over 20 years of operation and consistent Entrepreneur Franchise 500 recognition, ASP has demonstrated sustained performance through multiple economic cycles, including strong growth during the 2008-2010 recession.

Final Verdict: Is an ASP Franchise a Good Investment?

America’s Swimming Pool Company represents a compelling opportunity to enter the recession-resistant pool service industry with a proven, comprehensive business model. The franchise offers several significant advantages: reasonable startup costs, extensive training and support, multiple revenue streams, and participation in a growing market with favorable demographic trends.

The business model’s strength lies in its combination of recurring maintenance revenue (providing stable cash flow) with higher-margin repair, renovation, and construction services (driving profitability). ASP’s comprehensive approach allows franchisees to capture significantly more value from each customer relationship compared to single-service competitors.

Key success factors include following ASP’s proven systems, effectively utilizing all revenue streams, maintaining high service quality, and actively engaging in local market development. The franchise’s extensive training program enables success even for those without prior pool industry experience.

However, prospective franchisees must consider the seasonal nature of the business in certain climates, the physical demands of pool service work, and the importance of hiring and managing reliable technicians. The ongoing fee structure (5-7% royalty plus additional fees) requires strong revenue generation to maintain healthy margins.

The ideal ASP franchisee is an entrepreneurial leader who enjoys hands-on business operations, has strong customer service instincts, and is committed to building a local presence in their community. Success requires active involvement in day-to-day operations, especially initially, and a willingness to follow ASP’s established systems while adapting to local market conditions.

For entrepreneurs who fit this profile and are prepared to invest the time and energy required to build a comprehensive service business, ASP offers a proven pathway to business ownership in a stable, growing industry. The combination of America’s largest pool service network, comprehensive support systems, and multiple revenue stream opportunities creates a platform for building a substantial and profitable business.

The pool service industry’s fundamentals—growing pool population, increasing professional service adoption, and recurring revenue nature—provide a solid foundation for long-term success. ASP’s position as the established market leader, backed by Authority Brands’ resources and a proven franchise system, makes it an attractive option for qualified entrepreneurs seeking to enter this resilient home services sector.

Disclaimer: The information presented in this analysis is based on research conducted from publicly available sources as of August 2025. While we strive for accuracy, LeadTruffle does not guarantee the completeness or correctness of the data. This article is for informational purposes only, and potential franchisees should conduct their own thorough due diligence, including a detailed review of the Franchise Disclosure Document (FDD), before making any investment decisions.

America's Swimming Pool Company Franchise Review 2025: Costs, Fees & Is It Worth It?