Rainbows are born when light bends, refracting into something new. For more than 40 years, Rainbow Pools & Living Art Designs has done the same — adapting to industry shifts while keeping its core colors intact.
Founded in 1982 by John and Ardra Todd, the company has grown from a family-run business into a full-service operation that blends retail, service, construction, and design. Their son Mike Todd, who started as a service manager in the ’90s, stepped into leadership as president and CEO in 2008.
In 2024, Rainbow Pools entered a new chapter by joining forces with Aqua Doctor, Chaikin Ultimate, Cool Pool & Spa, and Gorlin Pools & Spas to form Azureon — a partnership designed to strengthen operations and give participating companies a greater voice amid rising private equity activity in the pool and spa industry. Rather than waiting for outside investors to dictate terms, the founding group proactively selected a private equity partner to guide the company’s development and stay ahead of industry shifts.
“We wanted to make sure we could choose our partners,” says General Manager Diana Amori. “Instead of letting outside investors come in and strip companies apart, we combined forces with leaders in our region to secure resources and strengthen operations. It’s about growth — but growth on our terms.”
RETAIL THAT FEELS DIFFERENT
Step inside Rainbow Pools’ Fishkill showroom, and it’s immediately clear: This isn’t a warehouse. Customers are welcomed by spas and saunas arranged in curated vignettes that create a highend first impression.
“It sets a different tone,” Amori explains. “Customers walk in and see wellness and comfort before they ever get to the chemicals.”
Store Manager Randi Raimondo, who came from the fashion retail world, brings that merchandising mindset to every corner of the showroom. Seasonal displays keep the space fresh, while signage produced in-house allows for quick, cohesive updates that support promotions and new product rollouts.
The effect is intentional: a showroom that inspires, not just a space to transact.
A BOLD BRAND TRANSITION
In 2025, after decades with the same manufacturer, Rainbow Pools made a bold move to Bullfrog Spas.
“It’s a huge change for us,” says Amori. “Our staff knew the old models inside and out. But Bullfrog Spas has been incredibly supportive, and honestly, our sales team is excited. It’s something new to learn and talk about.”
The switch underscores Rainbow Pools’ willingness to embrace change strategically, keeping both staff and customers engaged with fresh product offerings and updated technology.
WHERE RETAIL MEETS THE REST
The company’s retail store doesn’t just sell products — it acts as the front door to the entire business. Service and construction teams are housed under the same roof, allowing for seamless handoffs.
Upstairs, a conference room showcases tile, plaster, and liner samples for renovation and construction consultations. The retail team is trained to handle basic service and construction questions, connecting customers to specialists as needed.
“Our retail staff may not know how to plaster a pool,” Amori says, “but they know enough to get someone the right answer, fast.”
Behind the scenes, multiple warehouses support a growing service department, which has added routes and capacity with Azureon’s backing to keep pace with demand.
TRUST OVER PRICE
Rainbow Pools & Living Art Designs has built its reputation on expertise, not discounts. In a market where Walmart is just down the road, their edge comes from free water testing, honest advice, and long-term relationships.
“Customers know we’re not just selling them stuff to sell it,” Amori explains. “We’re here to make sure their pools and spas are cared for the right way.”
Many customers are now on their third or fourth spa with Rainbow Pools. Trade-ins are uncommon due to space, but loyal buyers are rewarded with discounts or complimentary disposal — and, more importantly, continuity of service.
Team Rainbow: Store Manager Randi Raimondo and General Manager Diana Amori lead with heart, strategy, and a passion for pools and people.
A CULTURE THAT LASTS
The company’s customer philosophy mirrors its staff culture. Many employees have been with Rainbow Pools for years, returning season after season. Each department fosters its own camaraderie — from bowling nights for the service team to sushi dinners for retail sales milestones — and leadership invests in coaching rather than throwing new hires “to the wolves.”
“Nobody comes in knowing everything,” says Amori. “We focus on coaching and putting people where their strengths are. That’s how you keep people.”
This approach leads to retention, deep product knowledge, and a team that genuinely enjoys their work — something customers feel the moment they walk in.
DIGITAL GROWTH AND WELLNESS EXPANSION
While Rainbow Pools thrives on inperson interaction, its digital presence has expanded with help from Azureon’s CMO Jason Collar. The company balances drone footage of construction projects with retail reels about water care and seasonal promotions. Facebook remains their strongest platform, with Instagram gaining traction.
At the same time, the company is broadening its wellness offerings, adding saunas to complement its spa lineup and moving beyond the limits of chemical sales.
“There are only so many chemicals you can sell someone,” Amori says. “Wellness lets us expand the conversation.”
COMMUNITY IMPACT
In 2025, Rainbow Pools hosted its first Step Into Swim fundraiser with All Sport in Fishkill, featuring Olympian Rowdy Gaines. Donations collected throughout the season were matched by the NESPA Foundation, making a meaningful contribution to local swim safety initiatives.
“It was our first time organizing something like that, and we learned so much,” Amori says. “We’re proud of what we accomplished — and it’s definitely something we want to continue.”
MOVING FORWARD
As Rainbow Pools & Living Art Designs heads toward 2026, its strategy blends heritage with evolution: expanding service routes, growing its wellness retail mix, deepening its digital footprint, and leveraging Azureon’s resources to scale without losing its identity.
For Amori, the heart of the business remains simple.
“Sometimes a customer comes in asking for every plumbing fitting they need to rebuild a system,” she says, smiling. “That’s not a headache — that’s the fun part. You solve the problem, they enjoy their pool, and everybody wins.”
This article first appeared in the November 2025 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
