America’s Swimming Pool Franchise

ASP’s franchise history began with predecessor ASP Franchising, LLC, which offered America’s Swimming Pool Company franchises from January 2006 through May 14, 2021. The system developed around pool cleaning, maintenance, renovation and related products and services for individual homeowners and commercial customers. Its standards cover service delivery, customer care, vehicles, equipment, technology and marketing.

The current franchisor, ASP Franchising SPE LLC, was formed in Delaware on March 24, 2021. It became the franchisor on May 14, 2021, when the existing U.S. franchise agreements and associated intellectual property moved into the company through an Authority Brands restructuring, and began offering franchises on May 17. Based in Columbia, Maryland, it is part of Authority Brands, with funds advised by Apax Partners identified as the ultimate majority owner in the April 24, 2026 disclosure document.

The 2026 FDD identifies Stewart C. Vernon as ASP’s chief executive officer and Jimmie H. Meece, Jr. as president, both in those roles since January 2023. Franchisees serve an assigned territory organized around residential pool counts, with requirements that vary by state. The current operating system uses Pool Brain as its designated software and permits an approved home or commercial business location. Pool care remains a competitive local service business, with regional climate affecting seasonality and the mix of work.

Before opening, the designated Key Person and any owners ASP specifies must successfully complete initial training. The program generally lasts 11 business days and is usually held in Macon, Georgia, although ASP may change the venue, duration or content. Its curriculum lists 32 classroom hours and 64 hours of practical instruction covering administration, advertising, marketing, customer service, operations, sanitation and safety. Tuition is included for the required Key Person and designated owners; franchisees pay travel, lodging, meals and wages. Accepted additional trainees and certain later programs can carry separate fees.

Launch preparation includes access to the operations manual, business and vehicle outfitting packages for the applicable fees, information on designated software, and call-center account setup where applicable. ASP conducts initial marketing on the franchisee’s behalf for a separate fee. The owner selects the business site, subject to approval, and secures the required equipment, insurance, permits and licenses. A home base is permitted; counseling for a commercial location is discretionary. The FDD estimates approximately one to nine months to opening, subject to the agreement’s deadline and readiness requirements.

ASP provides opening assistance in the manner and at the times it determines. Extra assistance requested beyond its usual support may incur fees and expenses. Owners must be prepared to begin operating when training and the other opening conditions are complete.

After launch, support includes maintaining brand standards, making required or optional additional training available, reviewing local advertising, managing the brand fund and administering applicable national, regional or key-account relationships. Brand-funded creative materials may be available, with reproduction or customization charged to the franchisee. Local marketing requires the greater of 3% of gross revenue or $30,000 per calendar year, separately from brand-fund and opening-marketing obligations.

Franchisees must use the designated Pool Brain software and pay the vendor’s fees, maintain compliant hardware and connectivity, and fund required technology updates. They also remain responsible for training employees beyond the programs ASP provides. The designated Key Person must personally manage the business as a primary occupation, complete initial training and work from the business office; that person need not be an equity owner.

ASP combines repeat pool-maintenance relationships with approved renovation and related service work, giving an engaged operator several ways to serve homeowners and commercial pool customers. Its appeal is the combination of field-service training, an established operating manual, branded equipment and vehicles, and a designated software system within one pool-service business. An approved home base offers a practical starting format for owners who prefer a service operation to a customer-facing storefront.

This opportunity suits an owner who enjoys building a local customer base, coordinating technicians and maintaining consistent service standards. A trained manager may serve as the Key Person, allowing the owner to organize leadership around the business’s needs while retaining responsibility for its performance. Territory protection is conditional and includes reserved rights, and the work requires attention to licensing, local marketing and seasonal demand. For the right operator, the attraction is a defined pool-care system with room to develop customer relationships across maintenance and project services.

Explore the operating model in America’s Swimming Pool Company: Pool Services and Franchise Ownership.