The 2025 Top 50 Service Survey

Learn how this group has fared so far in 2025, as well as its outlook for year-end outcomes and attitudes toward current industry issues.

4 MIN READ

Photo courtesy Goodall Pools

In addition to being named as part of our prestigious list, this year’s Top 50 Service companies have plenty of reasons for a positive outlook.

Among other pieces of good news: Few of this year’s Top 50 reported decreases in accounts, revenues or profits for 2025 so far. But between those three data points, the most decreases were seen in profits, with 12.8% of the Top 50 reporting a drop in profits compared to autumn of last year. On the other hand, only 8.5% are seeing lower revenue, and a mere 4.2% report having fewer accounts now than the same time in 2024. Those who did experience increases reported more generous hikes in revenues and accounts, but modest ones in profits.

When they close the books on 2025, only 8.5% of these service firms expect to look back on decreased revenues compared with all of 2024, while 4.3% expect a flat year compared with last year. About 62% expect modest increases of 10% or less.

Rising costs no doubt are contributing to the struggle to maintain profits. When asked how costs are affecting their businesses, only 4.3% reported losing jobs because of price increases, but fully 23.4% said price hikes are making it more difficult to attract customers. Meanwhile, 53% of respondents said they raised their prices in 2025 to keep up with inflation, while 8.5% have chosen to absorb cost increases for the time being.

With all the consolidation currently taking place, this group mostly maintains its independent bent. About 66% said they would not consider joining a consolidator, or that they feel ambivalent about it. Still, just under 28% already are part of a consolidation model or actively pursuing joining one. Another 6.4% said they would consider it.

Not only large consolidators have the expansion bug. Of the Top 50, 42.5% expect to make an acquisition or open new locations in 2026, while another 4.2% are open to the possibility.
It’s clear that, once again, these firms are boosting their marketing efforts to better position their companies for success. A full 72.3% have recently increased their marketing budgets.

Check out the results to see what other changes they’re making, and to see their responses to other questions.

About the Author

Rebecca Robledo

Rebecca Robledo is deputy editor of Pool & Spa News and Aquatics International. She is an award-winning trade journalist with more than 25 years experience reporting on and editing content for the pool, spa and aquatics industries. She specializes in technical, complex or detail-oriented subject matter with an emphasis in design and construction, as well as legal and regulatory issues. For this coverage and editing, she has received numerous awards, including four Jesse H. Neal Awards, considered by many to be the “Pulitzer Prize of Trade Journalism.”