Now Pools is the first “on demand” pool and spa company. As co-owner Ross Novotny explains, “Our clients get a pool or spa when they want it, and get their yard back for the rest
of the year.” When clients sign up for a seasonal subscription, Now Pools will install an above-ground pool or spa; provide weekly service, chemicals, warranty, and maintenance as needed; and then remove the pool at the end of the subscription. After considering all these aspects, I knew there had to be other people in a similar position. Finally, we can get our kids outside in the summer and give them an oasis to have fun during the summer.”
“Like many businesses, I was my own target audience for our subscription,” Novotny relates, explaining the impetus for the company he co-founded in 2020. “I have young kids that I wanted to send outside in the summer to burn energy. Without a pool in Phoenix, that’s just cruel. At the time, I knew nothing about setting up a pool, maintaining pool water chemistry, or removing the pool. I also didn’t want to lose my yard to a pool during the winter when my family enjoys playing yard games in the beautiful Arizona winters.”
Developing the first company to offer on-demand pools and spas presented what Novotny describes as a steep learning curve. “Everything we developed, we had to create from scratch,” he says. Trial and error efforts included adapting concepts and ideas from other industries, such as SaaS companies and housecleaning businesses.
Also helpful was advice gleaned from business leaders such as Tony Hsieh and Richard Branson to “find ways that your business can serve others and be relentless in your pursuit of helping.” Novotny credits this as a foundational concept that is at the heart of Now Pools’ success and its great relationship with its manufacturer and local sports teams as well as clients. “The more you can do for others, the more they will go out of their way to help your growth.”
Currently based in Phoenix, Now Pools is looking to expand across the U.S. starting in 2025.
