Above-ground, Beyond Expectations

For swimming pool companies trying to maintain sales momentum and revenue, one opportunity is worth a second look: above-ground pools. While many builders have historically dismissed the category, fearing it would cannibalize higher-ticket custom builds or clash with their brand’s luxury image, today’s above-ground options are changing minds.

Embracing both markets

Companies such as Burton Pools & Spas, which operates multiple locations in Arkansas, have successfully embraced both markets. Burton offers custom gunite, fiberglass and vinyl-liner pools — and for above-ground, Doughboy Pools. 

“We’ve been with Doughboy Pools for 35 years,” says co-owner Caleb Burton. In addition to being manufactured in Arkansas, Doughboy is unique because “they essentially build the whole pool, liners, filters and pumps,” he says. “And they’re built to last.”

Travis Hogan, owner of Fiesta Pools & Spas in Tulsa, Oklahoma, agrees that above-ground pools are a smart addition to a pool builder’s lineup — especially in uncertain times. “It’s great to diversify,” he says. “You have to be set up for it, but it allows you to serve a totally different customer base.” 

For Hogan — whose company offers Doughboy and Wilbar above-ground pools in addition to gunite, fiberglass and vinyl in-ground options — that means not just a lower price point but an entirely different buyer mindset. “Most of your in-ground customers are starting in the low $60,000s in our market, and that’s not in everyone’s budget,” he explains. “But they still want something nice for $6,000 to $12,000 — and above-ground pools let us offer that.”

The demand is real. Market Research Future projects the global above-ground pool market will grow at a compound annual growth rate of 4.32% through 2032, with North America holding the largest share.

The buyer difference 

Importantly, in-ground and above-ground customers often differ. Above-ground shoppers are mostly families but also include rental property owners, seasonal residents, rural buyers and even older buyers wanting to be the “cool grandparents” to visit. They are looking for affordability, flexibility, faster turnaround (no excavation), easy maintenance and overall value. 

Above-ground advantages include compact size — ideal for today’s smaller backyards — and flexible installation on terrain unsuitable for excavation. Modern features like smart automation, LED lighting, energy-efficient pumps and upgraded filtration systems are also standard offerings.

While value remains a key driver for above-ground pool sales, the market also offers more luxury options that cater to higher-end tastes and preferences.

“We do really nice $25,000 to $30,000 above-ground pools,” Hogan adds, with a reminder that just because it’s not in-ground doesn’t mean it’s cheap or low-end.

Presentation and installation

Uninspiring visuals are a vestige of the past. In addition to round models, above-ground pools are now available in oval, rectangular and square versions; paired with professionally built decking, stone accents and lush landscaping, these pools can rival their in-ground counterparts.

“We partner with a decking company and can build that into the price,” Burton says. “Whatever their price point and budget, we can make it.”

Hogan agrees that presentation plays a role in sales. “There’s a saying that the more you show, the more you sell, and there’s probably truth to that,” he says. But he notes it also comes with challenges, like space limitations and insurance requirements. 

The installation process also presents unique considerations that must be carefully managed. “They’re a different animal from the installation standpoint,” Hogan says.

Fiesta Pools & Spas handles installation both in-house and through subcontractors. While traditional above-ground models are usually outsourced, the company’s semi-inground offerings are often tackled by their existing in-ground crews.

“There’s a little bit of a training curve, but if you can build an in-ground pool, you can learn to do this,” Hogan says.

Still, he cautions that retailers need reliable installation partners or trained staff to succeed with above-grounds. “If you’re going to do it, you either need an in-house team or you need somebody good who can do it right,” he says. “That’s the key.”

But for retailers willing to tackle the logistics, the return is often worth it. Hogan has seen above-ground pool customers become repeat chemical and accessory buyers, and the product category often generates long-term relationships with the retail store. 

Tailoring sales and marketing

Sales and marketing strategies need to be customized for the above-ground pool segment. Burton draws from a slogan from the company’s early days that still resonates: “Where you can get your feet wet without getting over your head.” This approach highlights both the affordability and accessibility of above-ground pools, appealing to a different customer base than traditional in-ground options.

Hogan agrees that marketing above-ground pools requires a unique approach. “We market them as their own separate category [and highlight the price],” he explains, saying sometimes customers come in thinking they want an in-ground pool, but when they see how affordable above-ground options are or realize an in-ground pool is out of reach, they make the switch.

Hogan adds that many customers will pay cash for an above-ground pool, though financing is also popular. “We offer something for their budget, versus saying, ‘Sorry, we don’t have anything for you,’ ” he says.

Sales commissions may be lower on above-ground pools, but it’s a sale you wouldn’t have made otherwise. As this portion of the business grows, some pool companies are assigning a dedicated staff member to focus solely on this market segment. 

Manufacturers also help drive sales. Burton mentions the popular “Dough for Doughboy” campaign, which they piggyback on for added promotional support. This turnkey marketing package includes a dedicated landing page, digital ad management for Google and Facebook and a full suite of customizable assets — from email graphics to video ads and social content. 

On the customer side, the manufacturer-backed rebate program gives buyers money back when they purchase a Doughboy above-ground pool. The promotion is designed to incentivize sales by offering a financial reward — effectively lowering the entry cost for customers while giving retailers like Burton Pools & Spas a strong marketing hook.

Reaching more customers 

That kind of support makes it even easier to tap into a wider customer base — something Burton sees as a key advantage of offering above-ground pools. “The main reason pool builders should add above-ground sales is that it allows you to lower your price point and reach more people,” he says. “It allows us to add more water, thus providing more customers for our retail locations.” 

And in the long term, today’s above-ground customer may become tomorrow’s custom-pool client. Burton also notes that above-ground pool owners are often more loyal to their retail store than in-ground customers, pumping up an existing market. Either way, above-ground pools provide an opportunity for repeat business and growth.