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Breakdown

America's Swimming Pool Company franchise unit economics

America's Swimming Pool Company franchisees run home-based truck businesses that sell weekly maintenance, repair and subcontracted renovation for residential and commercial swimming pools across a territory measured in residential pools.

Territories reporting127

Average gross revenue$910,643

Combined EBITDA margin13.4%107 territories that sent QuickBooks statements

Total investment$88,695–$213,171

America's Swimming Pool Company franchise at a glance

The 2026 FDD reports revenue for 127 territories open all of 2025, and a quartile profit and loss for 107 of them that sent QuickBooks statements.

America's Swimming Pool Company franchisees averaged $910,643 of gross revenue in 2025, with a median of $594,460, according to Item 19 of America's Swimming Pool Company’s 2026 FDD, issued 24 April 2026. The 127 in that group are 88%* of America's Swimming Pool Company’s 145 territories. Fees paid to America's Swimming Pool Company come to about 6.71%* of sales.

An ASP franchise costs $88,695 to $213,171 to open, including a $40,000 base franchise fee for a one-unit territory, according to the 2026 FDD.
ASP charges a royalty of 7% of the first $100,000 of yearly Gross Revenue, 6% up to $250,000 and 5% above that, plus a 1% brand fund and a $250 monthly technology fee.
ASP requires local marketing of the greater of 3% of Gross Revenue or $30,000 a year.
At the $910,643 average, Averan puts the royalty, brand fund and technology fee at 6.71% of sales*, and the owner spends at least a further $30,000 a year on local marketing.
ASP’s 107 territories that reported QuickBooks profit and loss statements averaged $143,126 of net profit in 2025, and their quartile EBITDA lines combine to 13.4% of revenue*.
ASP reported 410 franchised units at the end of 2025, up from 392, held by 124 franchisees in 145 territories, with no company-owned units.

These figures come from America's Swimming Pool Company's 2026 Franchise Disclosure Document, as the brand reported them, and were read by Averan Advisors. The 6.71% fee share at the $910,643 average, and the 13.4% combined EBITDA margin weighted from the four Table 5 quartiles.

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By Scott Engler · Averan Advisors · Source: ASP Franchising SPE LLC, 2026 Franchise Disclosure Document (FDD) · Updated 16 October 2026

The highest-revenue quartile averaged 11.3 times the lowest*. Table 3 puts the top 32 territories at $2,117,078 and the bottom 32 at $187,849. Single territories ran from $21,725 to $4,518,150.
34% of territories reached the $910,643 average. Forty-three of 127 territories exceeded it. The median territory reported $594,460.
The lowest quarter by net profit averaged a loss of $519. Table 4 ranks 107 territories by net profit. The bottom 27 ranged from $39,774 to a loss of $81,030, and the top 27 averaged $370,217.
Payroll was the largest overhead line at 26.8% of revenue*. Across the 107 territories in Table 5, payroll averaged $257,294{C} and cost of goods sold 36.5% of revenue{C}. Payroll covers office staff and service technicians.
Units rose from 392 to 410 in 2025. Forty-eight units opened, 14 were terminated, one was not renewed and 15 ceased operations. Several openings were units added to existing territories, not new businesses.

Average revenue

How much does an ASP franchise make?

Gross Revenue per territory by quartile, 2025, 127 territories open all year (Item 19, Table 3)
Quartile	Territories	Average	Median	Highest	Lowest	Share above group average
Top 25%	32	$2,117,078	$2,003,291	$4,518,150	$1,254,472	47%
2nd quartile	32	$848,078	$820,774	$1,208,454	$594,460	44%
3rd quartile	31	$475,982	$496,651	$590,245	$308,829	61%
Bottom 25%	32	$187,849	$199,392	$302,243	$21,725	56%
All	127	$910,643	$594,460	$4,518,150	$21,725	34%

As printed in Item 19, Table 3. Excludes 13 territories opened in 2025, 10 that ceased operations in 2025 and 4 that did not report 12 months of revenue. Gross Revenue is franchisee-reported.

The 127 ASP territories open for all of 2025 averaged $910,643 of Gross Revenue, and the median was $594,460. Forty-three of them, 34%, exceeded the average. Gross Revenue is revenue before any costs, royalties or owner pay.

Systemwide sales were $119,126,486 in 2025, up 10% on 2024. Table 1 counts 144 territories that operated for any part of the year. For 112 territories in business at the end of both 2024 and 2025, Gross Revenue rose 8%, from $101,075,185 to $109,446,059.

A territory is measured in units of residential pools. One unit is 10,000 residential pools in California, 6,000 in Texas, Florida, Arizona and Nevada, and 3,000 elsewhere. A territory is usually one to three units, so the territories in this table are not all the same size.

The franchise agreement sets minimum Gross Revenue. It is $75,000 in the first year after training, $125,000 in the second and $225,000 in each later year. The lowest single territory in Table 3 reported $21,725.

Profit and loss

Profit and loss by revenue quartile, 2025

Average results per territory by revenue quartile, 2025, 107 territories with QuickBooks statements (Item 19, Table 5)
Line	Quartile 1 (27)	Quartile 2 (27)	Quartile 3 (26)	Quartile 4 (27)
Pool maintenance revenue	$893,044	$356,539	$234,606	$93,218
Pool repair and service revenue	$692,832	$307,930	$214,713	$91,072
Subcontractor revenue	$618,995	$217,105	$63,451	$37,034
Total Gross Revenue	$2,204,870	$881,574	$512,770	$221,324
Total cost of goods sold	$819,379	$334,044	$168,504	$72,422
Gross profit	$1,385,491 (63%)	$547,530 (62%)	$344,265 (67%)	$148,902 (67%)
Payroll	$630,640 (29%)	$210,705 (24%)	$129,563 (25%)	$53,538 (24%)
Office	$125,776 (6%)	$63,510 (7%)	$34,894 (7%)	$19,052 (9%)
Royalties	$86,428 (4%)	$46,122 (5%)	$27,914 (5%)	$16,737 (8%)
Vehicle	$83,839 (4%)	$38,799 (4%)	$25,262 (5%)	$10,647 (5%)
Insurance	$76,595 (3%)	$35,093 (4%)	$20,626 (4%)	$8,793 (4%)
Advertising	$54,726 (2%)	$42,323 (5%)	$23,078 (5%)	$17,688 (8%)
Professional fees	$14,060 (1%)	$7,504 (1%)	$6,032 (1%)	$2,663 (1%)
Total overhead	$1,072,064	$444,058	$267,370	$129,119
EBITDA	$313,428 (14%)	$103,473 (12%)	$76,896 (15%)	$19,783 (9%)

As printed in Item 19, Table 5, with percentages of total revenue as printed. Quartiles are ranked by Total Average Gross Revenue. Overhead lines are reordered by size. The FDD does not say whether owner pay is inside payroll.

Across all 107 territories, EBITDA came to 13.4% of revenue*. That weights each quartile by its territory count: $13,789,764 of EBITDA on $102,641,756 of revenue*, or $128,876 per territory* on an average of $959,269*.

Cost of goods sold took 36.5% of revenue* and payroll 26.8%*. Cost of goods covers pool chemicals, parts and materials sold, and subcontractor costs. Payroll covers office staff and service technicians.

Subcontracted work made up 28% of revenue in the top quartile and 12% to 25% in the others. In the top quartile, subcontractor cost was $393,540 against $618,995 of subcontractor revenue, a margin the FDD prints as 36%.

Royalties were 4% of revenue in the top quartile and 8% in the bottom. The tiered schedule charges 7% on the first $100,000 each year, so the rate falls as revenue rises. On the current schedule, $2,204,870 would carry $113,743 of royalty*; the quartile reported $86,428. The FDD does not explain the difference.

Table 4 gives a higher average net profit than Table 5 gives EBITDA for the same 107 territories. Net profit averages $143,126 in Table 4, against $128,876* of EBITDA combined from Table 5. Net profit is defined as Gross Revenue minus total expenses, so it would normally sit at or below EBITDA. The FDD does not reconcile the two.

Spread of results

Net profit by quartile, 2025

Net profit per territory by profit quartile, 2025, 107 territories (Item 19, Table 4)
Quartile	Territories	Average net profit	Median	Highest	Lowest	Share above group average	Average net profit %
Top 25%	27	$370,217	$284,708	$847,801	$214,719	30%	32%
2nd quartile	27	$133,614	$119,519	$204,093	$90,586	33%	28%
3rd quartile	26	$66,346	$67,056	$88,122	$39,880	54%	23%
Bottom 25%	27	-$519	$9,291	$39,774	-$81,030	59%	-8%
All	107	$143,126	$90,586	$847,801	-$81,030	33%	19%

As printed in Item 19, Table 4. Quartiles here are ranked by net profit, so they are not the same groups as the revenue quartiles in Table 5. Excludes 13 territories opened in 2025, 24 that did not provide complete QuickBooks records and 10 that ceased operations.

The 107 territories averaged $143,126 of net profit in 2025, with a median of $90,586. Thirty-five of them, 33%, exceeded the average. The average net profit percentage across all 107 was 19%.

The top quarter by profit averaged $370,217, and the bottom quarter averaged a loss of $519. The bottom group’s median was $9,291 and its lowest territory lost $81,030. Its average net profit percentage was -8%.

By revenue, the bottom quartile of Table 3 averaged $187,849 against $2,117,078 at the top. That is 11.3 times*. Inside the bottom quartile, single territories ran from $21,725 to $302,243.

EBITDA ranged from 9% to 15% of revenue across the four revenue quartiles in Table 5. It was 14%, 12%, 15% and 9% from the highest-revenue quartile to the lowest. Gross profit was 62% to 67% in all four.

Brand charges

Recurring ASP charges from Item 6, with Averan’s dollars at the $910,643 average and the $187,849 bottom-quartile average *Averan calculation
Charge	Rate in the FDD	At $910,643	At $187,849
Royalty	7% of the first $100,000 of yearly Gross Revenue, 6% to $250,000, 5% above	$49,032*	$12,271*
Brand fund	1% of Gross Revenue (can rise to 2%)	$9,106*	$1,878*
Technology fee	$250 a month	$3,000*	$3,000*
Paid to the franchisor, subtotal		$61,139 (6.71%)*	$17,149 (9.13%)*
Local marketing minimum	Greater of 3% of Gross Revenue or $30,000 a year	$30,000*	$30,000*
Total with local marketing		$91,139 (10.01%)*	$47,149 (25.10%)*

Rates from Item 6. Dollar amounts and percentages are Averan calculations at the Table 3 averages. The royalty tiers restart at 7% each calendar year. Local marketing is mostly paid to vendors, and includes a $350 monthly website fee and $6,000 a year of digital advertising.

At the $910,643 average, the royalty, brand fund and technology fee come to $61,139, or 6.71% of Gross Revenue*. The owner also spends at least $30,000 a year on local marketing, 3.29%* of the average.

The $30,000 local marketing floor is larger than 3% of revenue below $1,000,000 a year*. At the bottom-quartile average of $187,849, the charges above, including the $30,000 local marketing minimum, total 25.10% of revenue*, and the fees paid to the franchisor 9.13%*.

Other recurring costs are set by usage. Call center services are paid to a designated vendor after the $4,300 prepaid credit runs out, which the FDD expects after about 12 months, or about nine months in year-round states. Direct mail campaigns are required four to five times a year at $0.645 a piece.

Transfer and renewal fees are fixed. A transfer costs $10,000, plus more if the franchisor or a referral partner finds the buyer. Renewal for a second 10-year term costs $5,000.

Cost to open

Estimated initial investment (Item 7)
Line	Low	High
Franchise fee	$40,000	$90,000
Initial advertising fee	$5,820	$58,200
Operations outfitting fee	$3,600	$11,350
Truck outfitting fee	$6,365	$6,365
Insurance	$4,387	$6,393
Pre-paid call center fee	$4,300	$4,300
Vehicle wrap	$2,800	$4,200
Office equipment and supplies	$90	$4,060
Business outfitting fee	$3,621	$3,621
Vehicle	$0	$3,402
Legal, accounting and professional fees	$1,070	$2,140
Initial training expense	$642	$2,140
Licenses and bonds	$0	$1,000
Leasehold improvements and lease deposits	$0	$0
Additional funds, first six months	$16,000	$16,000
Total	$88,695	$213,171

As printed in Item 7, reordered by the high estimate. The low end assumes a one-unit territory outside the year-round states; the high end assumes a three-unit territory in California.

An ASP franchise costs $88,695 to $213,171 to open, of which $66,506 to $178,036 is paid to the franchisor or its affiliates. The franchise fee and the initial advertising fee account for most of the gap between the low and high ends.

The base franchise fee is $40,000 for one unit, and the FDD lists discounts. Veterans, active-duty personnel and existing franchisees receive 30% off; minority-, women- and LGBTQ+-owned businesses receive $5,000 off. Franchise fees collected in 2025 ran from $28,000 to $62,935.

The initial advertising fee is $1.94 for each residential pool in the territory. It pays for three direct mail campaigns run by the franchisor up to 90 days after opening.

The business is run from home with a pickup truck or cargo van. Item 7 carries no leasehold cost. The FDD estimates opening one to nine months after signing, and the $16,000 of additional funds covers the first six months.

Locations

Locations, 2023 to 2025

Franchised units, 2023 to 2025 (Item 20, Tables 1 to 3 and 5)
Year	Start	Opened	Terminated	Not renewed	Ceased other	End	Transfers
2023	364	38	20	0	7	375	23
2024	375	41	7	0	17	392	13
2025	392	48	14	1	15	410	20

As printed in Item 20. Counts are units, not franchisees or territories; one territory can hold several units. ASP had no company-owned units in any year. Eleven units were signed but not open at the end of 2025.

ASP ended 2025 with 410 franchised units, up 18 from 392. Forty-eight units opened and 30 left*: 14 terminated, one not renewed and 15 that ceased operations for other reasons.

The 410 units belong to 124 franchisees operating in 145 territories. Item 20 counts units because the territory size is measured in units of residential pools.

Some 2025 openings were units added to existing territories. The Item 20 notes describe franchisees adding zip codes or units at renewal or transfer in Arizona, Georgia, Oklahoma and Texas, so the opened column does not equal new businesses.

All five California units ceased operations in 2025, and Louisiana had five terminations. New York had six terminations. The franchisor projects 23 new franchised units in the next fiscal year.

Questions we get asked

Questions owners ask

How much does an ASP franchise cost to open?

Item 7 of the 2026 FDD puts the total at $88,695 to $213,171. The low end assumes a one-unit territory outside the year-round states, and the high end a three-unit territory in California. The base franchise fee is $40,000.

What fees does an ASP franchisee pay?

A royalty of 7% of the first $100,000 of Gross Revenue each year, 6% up to $250,000 and 5% above that, a 1% brand fund and a $250 monthly technology fee. Local marketing must be the greater of 3% of Gross Revenue or $30,000 a year. At the $910,643 average, Averan puts the royalty, brand fund and technology fee at 6.71% of revenue, before local marketing.

How much revenue does an ASP territory make?

The 127 territories open all of 2025 averaged $910,643 of Gross Revenue, with a median of $594,460. Quartile averages ran from $187,849 to $2,117,078. Thirty-four percent exceeded the average.

Does the ASP FDD show profit?

Yes. For 107 territories that sent QuickBooks statements, average net profit was $143,126 with a median of $90,586. Table 5 shows EBITDA of 9% to 15% of revenue by revenue quartile.

How many ASP locations are there?

Item 20 reports 410 franchised units at the end of 2025, held by 124 franchisees in 145 territories. There are no company-owned units. Eleven more units were signed but not open.

Is there a minimum sales requirement?

Yes. Item 12 sets minimum Gross Revenue of $75,000 in the first year after training, $125,000 in the second and $225,000 in each later year. If a franchisee misses it, the franchisor can require a revenue improvement program, shrink the territory or terminate.

Questions worth putting to America's Swimming Pool Company

These are questions the filing leaves open. An owner or a buyer can put them to the franchisor directly.

Is the revenue in Item 19 gross sales or collected revenue, and how many locations sit below the average?
Which factors does America's Swimming Pool Company see in its highest-selling locations, such as territory, years open and staffing?
How long does a new location take to reach the average you publish, and what does the build-up look like month by month?
At what level of sales do the minimum charges stop applying and the percentage take over?
How many America's Swimming Pool Company locations closed, were sold, or changed hands last year, and why?

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Questions owners ask next

The figures above raise these, and each one is answered on its own page.

At what level of sales does a minimum fee stop costing me more than the percentage?It works out the sales level where a minimum fee stops applying.
How much cash do I fund before a new location covers its own costs?It builds a 13-week forecast for the months before break-even.
What does this location earn on the money I put into it?It works out the payback period and cash-on-cash return for one unit.
How much of Item 19 can I rely on?It explains what an Item 19 financial performance representation tells you and what it leaves out.

Scott Engler

Founder & Principal, Averan Advisors

Averan provides bookkeeping, controller, and fractional CFO support for franchise owners and has Certified QuickBooks ProAdvisors on the team. More about the team →

Where these figures come from

Every figure here comes from ASP Franchising SPE LLC’s 2026 FDD and is unaudited by us. We are unaffiliated with the brand. Calculations of our own are labeled where they appear. The figures describe past performance at other businesses and are not a projection of yours. This page is an educational summary. It is not an offer to sell a franchise, and it is not financial, legal or tax advice. America's Swimming Pool Company is a trademark of its owner. How Averan reads a Franchise Disclosure Document.

These figures come from the brand's disclosure. They are not a forecast, an offer to sell a franchise or advice. Source: ASP Franchising SPE LLC, 2026 Franchise Disclosure Document, issued 24 April 2026.