Pool Trends From the Top

Easton Select Group is acquiring and expanding. Here’s what they’re seeing in the pool space.

The landscape of the landscape industry has changed dramatically over the last several years as mergers and acquisitions have become increasingly popular business strategies. And it’s no wonder why. The transition from scattered independent operators to large national powerhouses has allowed growth, market expansion, best practices, and cost reductions for those who go this route.

Medley Relay: Strength In Numbers

Easton Select Group, headquartered in Massachusetts, is no exception. The company’s journey began with Easton Pool & Spa, a family owned, Massachusetts-based business founded in 1972 by Henry Hobaica. Today, with Henry’s son, Dave Hobaica, serving as executive chairman since 1996, Easton Select is an example of how a second-generation business can scale with integrity and vision.

“Easton Pool & Spa thrived as a result of the core values set in place by Henry,” comments Dave Habaica. “Now, with the support of Brenton Point Capital Partners, we’re expanding nationally and are strategically aligned to provide unmatched support, resources, and innovative solutions to a wide range of pool professionals.”

The pool and spa industry has long been fragmented, with thousands of small-to-mid-sized service providers operating independently. Easton Select Group recognized this as both a challenge and an opportunity. Rather than simply acquiring companies to grow revenue, Easton Select focused—and continues to focus—on strategic partnerships that align with its mission to elevate industry standards. For instance, the past five years has seen a significant rise in U.S. pool installations, leading to increased demand for maintenance and services. To meet this demand, Easton Select is acquiring companies specializing in maintenance, parts, service, and cleaning.

Through these acquisitions, the company gains not just market share, but also access to a wider talent pool, nationwide expertise, and a deeper understanding of customer needs. Each acquisition is carefully integrated, allowing for economies of scale while preserving the unique character and strengths of the original brand. The result: a nationwide organization with a local touch.

“Our goal is to achieve the size and scale to become the industry’s leading provider of aftermarket pool and maintenance services, and the market leader in plunge pools. Our proven regional expertise, innovative solutions, and resources makes us an ideal partner to help local companies meet evolving  homeowner needs in their communities across the U.S.,” says Tim Dooling, CEO of Easton Select Group.

Today, the Easton Select Group umbrella includes a growing roster of pool builders and service providers. Each of these brands brings decades of experience, an expansive customer base, and a track record of excellence. By unifying them under a single operation, Easton Select has created a powerful engine of quality, consistency, and scale.

2025 Pool Design Trends

As a leader in the industry, Easton Select Group is not just responding to trends—it’s shaping them. Here are five major pool design trends the company says are defining outdoor living in 2025.

1. The Plunge Pool Revolution

Homeowners are embracing plunge pools—highly efficient, compact, customizable, and luxurious. These pools offer all the benefits of full-size installations in a fraction of the space, making them ideal for smaller backyards or as complementary features in larger backyards. With customizable features such as water features, lighting, and hydrotherapy jets, plunge pools provide year-round enjoyment and require significantly less maintenance and energy.

2. Smart Pools & Automation

Today’s homeowners expect pool systems that are efficient and connected so look to equip pools with state-of-the-art automation. Using apps and integrated smart systems, customers can control water temperature, filtration cycles, LED lighting, and chemical balance—all from their smartphones. These features not only add convenience but also improve energy efficiency and reduce operating costs.

3. A Wellness Focus

Pools are more than recreational features in 2025, they are now the epicenter to a wellness-focused living. Cold plunge pools, hydrotherapy spas, and hot/cold plunge pools are becoming staples for health-conscious homeowners. These pools are often paired with infrared saunas and outdoor meditation spaces, transforming backyards into wellness sanctuaries.

4. Multi-Functional Pool Spaces

Today’s homeowners expect more than just a place to swim—they’re seeking multi-use environments that blend with their lifestyle, from early morning workouts to late-night gatherings. These spaces are thoughtfully engineered to offer:

• Seating and dining areas that blend seamlessly with the pool deck
• Lounges and fire features that enhance ambiance and encourage year-round use
• Elevated decking systems that support outdoor kitchens, cabanas, and entertainment setups

This approach transforms the traditional backyard into a multi-functional retreat—a true extension of the home that adapts to every season, occasion, and need.

5. Tanning Ledges & Waterfalls

Many homeowners are seeking resort-inspired elements for their backyard spaces. Features like tanning ledges and cascading waterfalls transform pools into mini-getaways and offer both visual elegance and practical functionality. Tanning ledges provide shallow lounging areas perfect for sunbathing or letting young children play, while natural stone waterfalls add a calming, zen-like ambiance.

What’s next for the pool industry? New service offerings, enhanced digital customer tools, and expanded training programs for technicians, builders, and designers are all part of the roadmap as the line between indoor and outdoor living continues to blur.

Photos: Easton Select Group

Learn More: 

Molly Snyder
Marketing Manager, Easton Select Group
Easton, MA
mrsnyder@eastonselect.com

www.eastonselect.com

Read the article in the digital issue here.