Prepare yourself for the year ahead

The third annual State of Pool Service report combines survey responses from 1,600+ pool pros, platform insights from 35,000+ Skimmer users servicing over 1M pools, plus market research from the pool care industry.

Pool pros expect growth, and they’re planning for it

Nearly 84% of respondents expect to generate more revenue in 2026 than they did in 2025, signaling a steady shift toward growth-minded planning.

Better operations are beating “more accounts”

The top growth strategy for 2026 is finding internal efficiencies (61%), with many pros prioritizing route density, service tiers, and operational discipline over adding pools.

Proof-of-work and consistency are becoming table stakes

Pool owners increasingly expect digital communication + photo/video reporting and consistent technician assignment, forcing operators to improve documentation, routing, and service standards.

Chemical billing models are diversifying to protect margins

The industry is moving away from a one-size-fits-all “chems included” approach: 45% include chems, 30% itemize, and 25% use hybrid models, reinforcing that pricing success in 2026 is defined by transparency and control.

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9 takeaways from this year’s survey

84%

expect to generate more revenue in 2026 than they did in 2025.

61%

plan to find internal efficiencies and streamline services in 2026.

42%

plan to expand into repairs, renovations, builds, or other service lines in 2026.

62%

say hiring qualified technicians is their top challenge.

48%

plan to increase their marketing spend in 2026.

63%

expect pool owners to demand digital communication and photo/video reports by 2026

78%

still buy parts and supplies in person from local distributors

76%

bill customers monthly for service.

47%

say AI is “very valuable” for reducing admin time.

The top 8 trends facing pool and spa service in 2026

A maturing industry: Professional expectations and strong underlying demand

Pool service is framed as a large, durable market that’s continuing to professionalize. As expectations rise—especially around communication and proof-of-work—operators are leaning into better systems, steadier pricing discipline, and tech-enabled workflows. The takeaway is that confidence is improving, and the businesses pulling ahead are building structure that can scale.

What’s keeping owners up at night: Pressure points and customer expectations

Pros are more optimistic, but they’re clear-eyed about what could disrupt the year—economic uncertainty, labor constraints, and rising costs remain the leading pressures. At the same time, pool owners expect greater transparency, consistency, and digital communication, rewarding businesses that operationalize quality rather than rely on heroic growth efforts. Growth is tied to stronger execution: clearer processes, better tools, and a more intentional customer experience.

Smarter growth: Efficiency first, then expansion

Growth strategies are shifting from “add more pools” to “grow smarter.” Many businesses are prioritizing efficiency, selective marketing, and expanded services, with some willing to trim low-margin accounts to improve profitability. Pricing increases remain measured (often under 10%), and we emphasize that maintaining margins requires understanding cost-to-serve and communicating changes confidently, especially as chemical billing structures evolve.

The talent reality: Hiring carefully and building consistency

Hiring intent is trending up, but the tone is controlled: most plan to hire or hold steady rather than overextend. Teams remain lean, and the report stresses that the scarcity of qualified technicians remains a defining constraint, making onboarding, training, and basic systems critical for sustainable growth. The bigger message is that scaling depends on repeatable performance, not simply adding headcount.

Marketing that works: Referral-led, local, and measurable

Marketing remains pragmatic: referrals lead, and most businesses plan to keep budgets modest while focusing on channels that reliably bring in people looking for pool care, like SEO and paid search. As tactics become more digital, more owners are sharing or outsourcing execution, but the strategy stays local and reputation-driven. The report encourages simple, structured programs—especially referrals and disciplined planning—over scattered experimentation.

The modern ops stack: Fewer tools, better workflows, practical AI

Software adoption is now the norm, with most businesses pairing field operations solutions with accounting and selectively adding tools. AI is moving from curiosity to cautious experimentation, with interest centered on time savings and consistency (paired with guardrails around reliability, privacy, and revenue-critical workflows). The throughline is consolidation and control: tighter processes, fewer systems, and automation where it removes friction.

Pricing models in motion: Monthly billing, chemical clarity, stronger cash flow

Monthly billing continues to dominate because it supports predictability for both customers and operators. The biggest evolution is how chemicals are handled, with more businesses moving away from fully “included” pricing toward itemized or hybrid models that better match real costs. Repair deposits are also becoming more common, reinforcing a broader shift toward healthier cash flow and reduced financial risk.

Consolidation on the horizon: The roll-up era meets the independent operator

Private equity roll-ups are more visible, but sentiment is mixed and often neutral, reflecting both curiosity and concern. Many owners remain selective about selling while demand is strong and operational improvements can increase business value. The report offers a framework for evaluating offers realistically, weighing the benefits of scale against risks to service quality and customer experience.