Failure to market your swimming pool is like having a pool with no WATER
Is your aquatic facility in need of repairs? Does it need to be renovated? Is your swimming pool and ancient dinosaur on the brink of being extinct? Do you ever ask yourself the question of….how can our pool compete with the bigger better community or pool companies or aquatic facilities?
CHANGE THE WAY YOU THINK!
Most likely you are doing a job or maybe volunteering for an organization that has been stuck doing things the same way for years upon years. It’s time for a CHANGE in thinking! Your aquatic facility is a business and MUST be treated like one. Yes that’s right, you must run your aquatic facility just like a business…and that business is more than just “a job”. It’s a mindset and a lifestyle,and starting with a swimming pool marketing plan is a good way to build your business.
All aquatic facilities must have a swimming pool marketing, advertising, promoting, fundraising, sponsors and special promotion plan to keep its clientele coming back for repeat business. You might be saying, “Our aquatic facility is here for the community and is an expense/service and cannot generate revenue”, or maybe your saying, “Our members/patrons pay monthly/annual dues and we are happy with that, but we have a hard time affording all the expenses to keep our facility running like we want too”, and you know what….YOUR RIGHT!! That’s exactly what businesses say when they are going out of business. It’s time to BREAK THE MOLD!
Let’s face it! We are in the entertainment business. We compete for consumers’ leisure time and entertainment dollar. USA Management provides the full range of resources and services you need to help your business succeed.
“But how can we afford it”?
“How much money does it cost for change”?
It all starts with a change in mindset and a clear plan. Being one of the top pool companies, USA Management has been developing these plans for decades. Let us show you how to take your existing budget & facility and turn it into something that you and your community will be proud to be a part of today.
There is no single right number, but treating marketing as a line item is better than leaving it out. Start with a small, fixed amount tied to a clear goal, such as more passes sold, and adjust each season based on what actually brings people through the gate.
Attracting new visitors uses trial days, referral offers, and local promotion, while keeping members relies on friendly staff, regular events, and clear communication. Retention is usually cheaper, so make sure current members feel valued before spending heavily on new ones.
Many people check hours, photos, and reviews before they visit. Keep your hours current, post real photos of a clean facility, and reply politely to reviews, including critical ones, so families see that someone is paying attention.
Fix the visible basics first: cleanliness, signs, paint, and shade. Be honest about what is coming and share progress on upgrades, since improvements build excitement. Highlight what already works, like friendly staff, programs, and convenience, instead of comparing yourself to newer facilities.
Parents choose pools based on safety and convenience first, so lead with trained lifeguards, clean water, and clear rules. Then show the fun: events, lessons, and family-friendly hours. Real photos and short parent testimonials are more convincing than general slogans.
