For many homeowners, moving is no longer an option—remodeling is—and the shift is creating a surge in demand for pool renovations. Pool contractors are responding with upgraded designs, smarter systems, and a few words of caution for those rushing into the high-reward, high-risk world of remodels.

Renovations Rev Up

“Renovations are our biggest growth market—more than new pool builds,” says Mike Church, CEO of Cody Pools, headquartered in Austin, Texas. The company brought in $10 million in renovation revenue last year and expects to hit $15 to $16 million this year.

Church attributes the trend to economic pressures. “Interest rates are keeping people in their homes, so they’re improving what they have,” he says. The pools are often 10 to 15 years old, fully functional but visibly outdated.

Cody Pools is capitalizing on this opportunity with a measured design process. After assessing the site and existing pool structure, the company invites homeowners to a design session, followed by a visit to the showroom to choose finishes and features. Renovation budgets typically run $15,000 to $25,000, but some projects go far beyond that with the addition of spas, tanning ledges, or shallow-end reshaping. “A lot of clients are paying in cash,” Church adds.

The 2023 acquisition of American Pools & Spas has further expanded Cody’s renovation reach into Central Florida, where markets like Orlando and Tampa are heating up.

What Clients Want

Design upgrades vary, but the key trends are clear:

• Surface updates: Replacing white marcite with pebble or quartz finishes is now the baseline for modern looks and longer life.
• Tile and coping: Homeowners are steering away from dated patterns and toward clean, often imported styles. Church says handmade Japanese tiles are emerging as high-end favorites.
• Layout changes: Beyond aesthetics, many homeowners are changing the pool’s footprint—adding spas and removing deep ends. Shallower pools are safer for grandkids and are cheaper to operate, requiring less appliance-generated heat, says Rich Gallo, CEO of Pure Swim in Los Angeles.

Today’s renovations are as much about brains as beauty, with smart technology topping homeowner wish lists. Variable-speed pumps have become the industry standard for energy efficiency, while automation systems allow users to control lighting, temperature, and cleaning right from their smartphones. High-end projects often go a step further, incorporating advanced chemical management systems such as automated pH balancing, CO₂ acid tanks, and water purification through ozone and UV.

“It’s more efficient, safer, and clients are willing to spend the extra $8,000 to $25,000 for it,” says Gallo.

Proceed with Caution

While renovation projects may appear lucrative—often netting $10,000 in profit per project—they come with hidden challenges.

“It’s always attractive to see the high-revenue renovations bring in,” Gallo says. “But what [professionals] don’t realize is, just as there are bigger revenues, there are also bigger expenses.”

And risks.

Gallo has seen many pool-maintenance professionals jump into the renovation market only to find themselves over their heads. The biggest mistake new entrants make? Underestimating the complexity. Renovations often come with structural unknowns, high customer expectations, and intense competition.

“You’re entering an arena where you’re doing bid work. Each bid can take six to eight hours,” Gallo says. That’s time away from their pool routes, he cautions.

His advice to aspiring renovation contractors is blunt: “I’d carefully outline all the risks. Then ask yourself, can I live with those consequences?”

The Bottom Line

There’s no shortage of pools—or homeowners eager to modernize them. But delivering successful renovations requires more than just technical skills. It demands design savvy, deep product knowledge, and the ability to manage the inevitable chaos that comes with remodeling.

For contractors ready to invest in the tools, talent, and time it takes to meet today’s high standards, the renovation market represents a huge opportunity. Just be prepared. This is no side hustle—it’s a whole new business.