Explore Industries' New Model Aims to Reshape the Pool Business

KNOXVILLE, TN – May 14, 2026 – As the demand for fiberglass swimming pools surges across North America, manufacturer Explore Industries is rolling out an ambitious strategy designed to reshape how its independent dealers do business. The company is expanding its Elite Dealer Program, an initiative that moves beyond traditional supplier relationships toward a more integrated, brand-aligned partnership that some analysts are describing as a 'franchise-lite' model for the pool industry.

Available to top-performing dealers in its Leisure Pools and Aviva Pools networks, the program offers exclusive territories, centralized marketing, and strategic business support. In exchange, independent builders operate directly under the corporate banner, a move that signals a significant shift in the traditionally fragmented landscape of local pool builders. This initiative comes as fiberglass pools, once a niche product, are rapidly gaining market share, growing at a projected compound annual rate of over 5.5% globally.

A New Blueprint for Pool Builders

At its core, the Elite Dealer Program aims to solve a long-standing challenge for independent pool builders: how to scale effectively. Historically, many local builders have operated in isolation, responsible for their own branding, marketing, and operational systems. This new model seeks to change that dynamic by providing a comprehensive support structure.

"Historically, many pool builders have had to navigate growth independently, often without access to branding, marketing infrastructure, or operational support needed to scale efficiently," said Clint McCain, Chief Commercial Officer at Explore Industries, in a recent statement. "The Elite Dealer Program changes that dynamic by creating a true growth collaboration between Explore Industries and its dealers."

Participants in the program gain access to a suite of powerful tools. This includes comprehensive marketing support covering everything from website development and SEO to paid media and social media management, all designed to generate leads centrally. Dealers also receive advanced installation and business training through the company's 'Explore Academy.'

What truly sets the model apart is the deep brand alignment. Elite Dealers operate under the Leisure Pools or Aviva Pools name within an exclusive territory, backed by a long-term agreement. While they remain independently owned, they leverage the national recognition of a brand with over 150,000 pools installed globally. This structure is a departure from looser networks where manufacturers simply supply shells to a variety of independent businesses, each with its own local brand.

Riding the Fiberglass Wave

Explore Industries' strategic push is timed to capitalize on a fundamental shift in the swimming pool market. For years, concrete and vinyl-liner pools dominated the residential market. Today, fiberglass is rapidly closing the gap, driven by significant advantages in speed and convenience. Homeowners are increasingly drawn to fiberglass for its faster installation times—often weeks instead of months—and its smooth, non-porous surface that resists algae and requires fewer chemicals, reducing long-term maintenance costs.

Technological advancements have also broadened their appeal. Manufacturers now offer a vast array of sophisticated designs, including free-form shapes, integrated tanning ledges, and built-in spas, dispelling the old notion of fiberglass pools as simple, one-size-fits-all products. As consumer demand grows, the ability to deliver a quality product quickly and consistently has become a key competitive advantage. The Elite Dealer Program is positioned as a framework to help dealers meet this evolving expectation with a standardized, high-quality process from sale to installation.

Since its launch in 2025, the program has expanded to over 30 locations across North America, indicating a clear appetite for this more structured approach. By professionalizing its network, Explore Industries is betting that a consistent brand experience, backed by local expertise, is the key to capturing a larger share of this booming market.

The Dealer's Dilemma: Growth vs. Autonomy

The program's benefits are compelling, as illustrated by the company's flagship success story, Leisure Pools Coastal Mississippi. The 30-year-old business, formerly known as Backyard Paradise Pools, was the first to join the program. After rebranding and integrating with the centralized marketing system, the dealership reported a lead generation increase of approximately four times compared to the previous year. This demonstrates the potential for established, trusted local businesses to amplify their reach and performance through the program.

However, this model presents a classic trade-off for independent business owners: the promise of accelerated growth in exchange for a degree of autonomy. For many dealers, their local brand name is the result of years, or even decades, of building a reputation in their community. Adopting a corporate brand, even a well-regarded one, means relinquishing that hard-won identity. The long-term agreements required by the program also represent a significant commitment, often including performance metrics and operational standards that must be maintained.

This approach contrasts with that of some competitors. Other major manufacturers, such as Compass Pools, actively market their dealer programs by highlighting the absence of franchise fees and the ability for dealers to build their own independent brand equity. The choice for a dealer, therefore, becomes a strategic one: align closely with a single, powerful manufacturer for integrated support, or maintain independence to retain full control and brand flexibility. The decision hinges on a business owner's long-term goals and their willingness to trade autonomy for a structured path to growth.

A More Aligned and Consolidated Future

The expansion of the Elite Dealer Program reflects a broader vision for a more consolidated and professionalized industry. By bringing proven local operators under a unified brand and operational model, Explore Industries is creating a network that can offer a more consistent customer experience across different regions. This approach aims to elevate standards for quality, speed, and service in a market that can be highly variable.

For consumers, this could mean greater peace of mind, knowing they are dealing with a local business backed by a global manufacturer's resources and warranties. For the industry, it may signal a trend toward greater integration between manufacturers and their sales channels, blurring the lines between supplier and partner.

As Explore Industries continues to engage with qualified dealers to expand its Elite network, the swimming pool industry will be watching closely. The success of this high-integration model could set a new benchmark, potentially influencing how manufacturers and independent builders collaborate for years to come. The ultimate test will be whether this structured partnership can consistently deliver superior results for the manufacturer, the dealer, and the end customer. As demand for fiberglass pools continues to grow, the Elite Dealer Program is positioned to help its members capture market share while operating within a more scalable framework.