America's Swimming Pool

<a href="https://www.linkedin.com/in/justinretzlaff/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-justin-and-kimberly-retzlaff-built-an-americas-swimming-pool-co-franchise-and-a-routine-that-works-2731644" target="_blank" rel="nofollow">Justin</a> and&nbsp;<a href="https://www.linkedin.com/in/kimberly-retzlaff/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-justin-and-kimberly-retzlaff-built-an-americas-swimming-pool-co-franchise-and-a-routine-that-works-2731644" target="_blank" rel="nofollow">Kimberly Retzlaff’s</a> franchise story started the way a lot of real-life decisions do: with a layoff, a late-night conversation and a growing sense that the corporate path was not taking them where they wanted to go.“During COVID times, Justin was laid off, and so we really started talking a lot about what our goals and priorities are,” Kimberly said. “My goal and priority was to be closer to family and to move back home. Justin had always wanted to run a business, so we kind of came to the agreement that we would start a company in Tucson.”<h2>A Late-Night ‘Light-Bulb’ Moment</h2>For Justin, the search did not start from scratch. He had spent years around franchise systems and knew what to look for, even if he did not always read every newsletter that landed in his inbox. “My previous jobs — a lot of them — were on the franchisor side of numerous national and international chains,” he said.“I always got the Franchise 500 newsletter in my box and very rarely read it,” Justin said. “One very late evening, I couldn’t sleep and decided to read the Franchise 500 newsletter. It was a pool company.”They opened their&nbsp;<a href="https://www.aspfranchising.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-justin-and-kimberly-retzlaff-built-an-americas-swimming-pool-co-franchise-and-a-routine-that-works-2731644" target="_blank" rel="nofollow">America’s Swimming Pool Co.</a> business in September 2021 — a local franchise operation focused on pool cleaning, repair and renovation — but Kimberly did not step in full time at the start. She kept her job in scholarly publishing while they built the operation, then joined the business as growth made the split harder to maintain. “For the first 18 months, my previous life was in scholarly publishing,” she said. “So I stayed in publishing for the first 18 months of our business.”&nbsp;Justin said that transition came through a practical conversation. “I think the first conversation was whether she wanted to continue on with her career or not,” he said.<h2>Dividing the Work, Sharing the Mission</h2>Once they were both in, the Retzlaffs leaned into a structure that matched their strengths instead of forcing both partners into the same lane. Kimberly describes Justin as the outward-facing driver. “Justin — he’s a visionary,” she said. “He is focused on following the systems to grow our business, and he is very good at marketing and sales to bring in new customers while keeping our current customers happy.”Kimberly’s role is the systems side of the business, the part that keeps a service operation consistent when schedules change and the days get chaotic. “With my prior life being in editing — [I’m] very detail-oriented and very into organization,” she said. “So I gravitated pretty naturally toward the finance and marketing kind of stuff.”Justin said the division keeps the partnership from turning into daily friction. “It just kind of a yin-and-yang fit,” he said. “The things we needed to operate the business, one of us was good at.”<h2>The Hard Part Is Turning It Off</h2>A clear structure helps, but it does not solve the hardest part: work bleeding into everything else. Kimberly said the overlap shows up in the small moments that are supposed to be theirs. “I would say the hardest thing has been that it’s really difficult to turn it off,” she said. “Even when we go out to dinner after work or when we’re on vacation somewhere, we’re constantly talking about the business.”Justin’s take is less about balance and more about the pace of growth that comes with ownership. “Every day we’re learning things,” he said. “We learn so much more every single day.”<h2>Growth That Leaves Room for Life</h2>In 2025, the Retzlaffs earned an internal milestone that validated what they were building. “The one thing that happened recently that we’re extremely proud of is that we were named&nbsp;<a href="https://1851franchise.com/america-swimming-pool/info">ASP’s</a> 2025 franchise of the year,” Kimberly said.They have learned what many service owners learn the hard way: growth only helps if it buys back time. “This year, our main goal is to restructure our team and bring on a little bit more management support so that Justin and I can start to step back — so it’s not like we have to have our phones on us 24/7,” she said.Justin said they are also building systems to prevent a common service business plateau. “We’ve noticed a recurring theme in development points of pool companies where they tend to plateau — hit a wall,” he said. “We’re trying to put a new system in place that will avoid us hitting that wall and allow us to keep scaling.”<h2>Advice for Other Husband-and-Wife Teams</h2>Kimberly’s advice starts with alignment before the first busy season hits. “Sitting down and having that discussion about who’s going to do what, and coming to some agreement on how you resolve differences of opinion,” she said.She also pointed to something simpler, but harder to remember when work is constant: reinforce the partnership, not just the operation. “Catch each other doing things right and compliment each other on jobs well done,” Kimberly said.Justin said he did not expect the role they would grow into within the franchise community, but it has become one of the more meaningful parts of the journey. “We are being asked to and have become leaders of our franchise network,” he said. “So many people are now looking up to us. That’s not just our employees and our business and our clients, but other franchises around the country.”For more information on franchising with America’s Swimming Pool Co., please visit&nbsp;<a href="https://1851franchise.com/america-swimming-pool/info">https://1851franchise.com/america-swimming-pool/info</a>.

America's Swimming Pool Franchise - Justin and Kimberly Retzlaff - 1851 Franchise

Justin and Kimberly Retzlaff’s America’s Swimming Pool Co. Franchise Story

1851 Franchise

A move back to Tucson sparked the leap, but the real story is how they built a structure that let both the business and their marriage hold up under pressure.

This brand page has been paid for by AMERICA'S SWIMMING POOL. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

How Justin and Kimberly Retzlaff Built an America’s Swimming Pool Co. Franchise and a Routine That Works

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America’s Swimming Pool Company Signs 15 Franchise Deals in 2025, Expands into Nine States

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A Father-Son Team Builds an ASP Franchise in Frisco, Texas

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COLUMBIA, Md. —&nbsp;<a href="https://www.aspfranchising.com/">America’s Swimming Pool Company,</a> a residential pool services franchise part of&nbsp;<a href="https://www.authoritybrands.com/">Authority Brands,</a> closed out 2025 by signing 15 franchise deals that added 32 territories during the year. Growth came as the brand expanded its footprint into nine new states, including Arizona, Florida, Louisiana, Missouri, North Carolina, Ohio, Oklahoma, Tennessee and Texas, further strengthening its national presence.“2025 was a strong year for America’s Swimming Pool Company because we remained focused on sustainable growth and giving franchise owners the tools and support they need to achieve their goals,” said&nbsp;<a href="https://www.linkedin.com/in/jimmie-meece-63725262/">Jimmie Meece</a>, Brand President of&nbsp;<a href="https://1851franchise.com/america-swimming-pool">America’s Swimming Pool Company.</a> “The addition of 32 territories across nine states shows the strength of our model and the demand we’re seeing for professional pool services as we head into 2026.”During the year, the brand also continued to invest in additional franchisee support while expanding its new construction revenue stream, providing owners with another long-term growth opportunity alongside recurring cleaning, maintenance, repair, and renovation services.Looking ahead, America’s Swimming Pool Company has identified several priority markets for expansion in 2026. These include Cleveland, Cincinnati, Columbus, and Akron in Ohio; Boston, Massachusetts; Greenwood, Indiana; Bucks County, Pennsylvania; Denver, Colorado; Phoenix, Arizona; Wellington, Florida; Olathe, Kansas; and Omaha, Nebraska as the brand looks to place new franchise owners in areas with strong demand and long-term potential.The brand’s momentum continues into 2026 with multiple industry recognitions. America’s Swimming Pool Company ranked No. 160 on&nbsp;<a href="https://www.entrepreneur.com/franchise500?type=multisearch&amp;data1=randomize:false,rankId:f500&amp;sort=f500&amp;sortMethod=global&amp;globalLimit=25">Entrepreneur’s 2026 Franchise 500® list</a>, released in January 2026, and was recognized as No. 37 on Entrepreneur’s 2025 Top Franchises for Veterans list. The brand also placed No. 310 on the Franchise Times Top 400 and received a Game Changers Award from Franchise Dictionary Magazine.In 2026, America’s Swimming Pool Company will continue its strategic expansion in high-demand markets while empowering franchise owners with the services, support and infrastructure needed to build durable, multi-revenue businesses.About America’s Swimming Pool CompanyAmerica's Swimming Pool Co. is the largest swimming pool cleaning, repair, and renovation franchise in the nation. Founded in 2002 by Stewart C. Vernon, the company is based on the belief that by providing a higher quality pool service at a reasonable price, the brand would raise the industry standards for pool service. In 2005, ASP began franchising and now covers more than 400 cities in 22 states across the nation. For more information on ASP's swimming pool franchise opportunities, click here. For more information on ASP - America's Swimming Pool Co. Company, visit the website.&nbsp;

The pool cleaning and maintenance franchise added 32 territories in 2025 and continued building its new construction service offering.

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<a href="https://www.aspfranchising.com/">America’s Swimming Pool Company</a> has built one of the most comprehensive training and support ecosystems in the pool care industry — one that empowers new franchisees from day one with hands-on education, business coaching, and access to evolving technologies that drive long-term growth.According to&nbsp;<a href="https://www.linkedin.com/in/david-montanez-66015a19">David Montanez</a>, vice president of franchise development, every franchisee’s journey begins with an intensive, multi-phase training process designed to build both business acumen and technical confidence.“We offer six weeks of coaching, and this is all before you even come to our on-site Pool School training program,” Montanez said. “The minute you sign your agreement, the first thing that happens is you get homework to prepare you for Pool School. It’s in Macon, Georgia, and there are seven different swimming pools in operation — saltwater, freshwater and more — so you can get hands-on experience with servicing the primary issues.”Montanez says the&nbsp;<a href="https://1851franchise.com/america-swimming-pool/info">America's Swimming Pool Co.</a> training program follows the mantra “from green to clean in two days.”“Our team shows every one of the franchisees how to do that, and then at the end, they even show how to install a pool and how it gets lifted out of the dirt and put back in,” he said. “There’s a tremendous amount of work that’s done at Pool School.”<h2>Coaching for Growth From the Start</h2>Montanez says the first six weeks after signing the franchise agreement focus on fundamentals. “The six-week period is where we walk you through the financials, business development and marketing,” he said. “We want franchisees to have the business basics. We have reasons behind everything we do — it ties the whole process together.”That approach ensures new owners aren’t just learning how to clean or repair pools; they’re also learning how to run a business efficiently, manage finances and build local brand awareness before ever opening their doors.After Pool School, franchisees continue with local coaching to help them set up their business and start operations successfully.“Once you return home, you start getting local coaching,” Montanez said. “That helps you set up your business and also build your local network. The coaching goes from the day you sign the agreement, through Pool School, and after opening day.”America’s Swimming Pool Co.’s system is built to ensure&nbsp;<a href="https://1851franchise.com/america-swimming-pool/americas-swimming-pool-asp-franchise-joel-davis-frisco-texas-2730168">franchisees</a> never feel isolated. The training campus in Macon is open year-round, with recurring monthly sessions and continuing education opportunities.“You can come back to Pool School anytime you want,” Montanez said. “Just make the appointment, and you can show up. We also have training done by our providers — if there’s a new pool pump coming in, for example, we can help franchisees with that.”<h2>Leveraging Technology To Elevate the Industry</h2>As the pool care industry becomes increasingly data-driven,&nbsp;<a href="https://1851franchise.com/america-swimming-pool/dive-into-a-profitable-future-5-reasons-to-invest-in-americas-swimming-pool-franchise-today-2730292#featured">America's Swimming Pool Co. ensures franchisees are at the forefront of innovation</a>.“The evolution of technology is going faster and faster,” Montanez said. “Everything from when a technician used to show up with a little glass vial to check the pH — all of that is being done today by technology. They can do it on site, get a sample and it helps keep the health of the pool. It also tells you how the filters are performing.”Through connected devices and sensors, franchisees can now monitor pool conditions remotely, tracking water chemistry, filter performance and more, allowing for proactive service and enhanced customer satisfaction.“We’re now monitoring the water and keeping track of pH levels remotely,” Montanez said.&nbsp;This use of smart technology not only improves service quality but also strengthens recurring revenue streams by helping franchisees manage more pools efficiently.<h2>Expanding Through New Service Lines</h2>The America’s Swimming Pool Co. business model is built on three pillars: service, maintenance and installation. New franchisees start with the essentials, maintaining and cleaning pools, while building experience and customer relationships. Over time, they can expand into more advanced offerings, such as renovations and installations.“Franchisees coming into the business shouldn’t put in a new pool on day one,” Montanez said. “But they should ensure they’re maintaining pools for customers. Demand is what drives the services you provide. Customer needs have changed, whether it be cost or space. We now have pools with electro-cleaners, where they get energized as they go through and take care of the bacteria. You’re also getting sensors that evaluate water pressure. All of these technologies are helping our franchisees — not replacing them.”Montanez notes that for franchisees who have established a strong maintenance base, expanding into renovations and new construction represents a significant opportunity for growth and increased profitability. These high-ticket services, while less frequent than routine maintenance, allow owners to diversify their revenue streams, capture a larger share of the local market, and potentially mitigate the impact of seasonality by offering larger-scale projects that can span multiple months.&nbsp;ASP provides the guidance and support necessary for franchisees to transition successfully into these advanced service lines as they build experience and confidence in the system.<h2>A Booming Industry Backed by an Established System</h2>With more than 10 million pools nationwide and only half serviced by professionals, America’s Swimming Pool Co. continues to lead a&nbsp;<a href="https://1851franchise.com/america-swimming-pool/americas-swimming-pool-company-franchise-growth-2730453#featured">$15 billion industry ripe for growth</a>. The brand’s hands-on training and comprehensive support make it a top choice for entrepreneurs looking to enter a scalable, recession-resistant business.As Montanez sums it up, America’s Swimming Pool Co.’s growth formula is simple: empower franchisees through knowledge, technology and community.“We tie the whole process together, from financials and marketing to operations and technology,” he said. “That’s what sets our franchisees up for long-term growth.”To find out more information on costs to buy this franchise, visit<a href="https://1851franchise.com/america-swimming-pool">&nbsp;1851franchise.com/america-swimming-pool</a>.

ASP provides extensive support to its franchisees in order to foster long-term growth and momentum in the booming pool care industry.

How America’s Swimming Pool Co. Supports Franchisees With Coaching, Technology, and New Service Lines

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How Justin and Kimberly Retzlaff Built an America’s Swimming Pool Co. Franchise and a Routine That Works

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