When Aqua Pool & Spa Pros opened in Lindenhurst, Ill., in 1999, it was built on a simple idea: combine strong technical expertise with the kind of customer care that keeps people coming back. Founded by two friends with more than two decades of combined experience in pool and spa service and retail, the company has grown steadily while remaining rooted in the community it serves.
“From the very beginning, the goal was to create a company focused on making backyard dreams come true while also taking great care of our customers,” says Michael Dare, owner.
More than two decades later, that philosophy continues to shape the business. Aqua Pool & Spa Pros has built a team of experienced technicians, retail professionals and water analysis specialists who guide customers through every stage of pool and spa ownership, from equipment purchases to long-term maintenance.
Training and continued education are central to the company’s approach. Staff members regularly participate in professional development through organizations such as the Pool & Hot Tub Alliance, and the company maintains certified hot tub technicians along with highly trained water analysis lab specialists.
That focus on professionalism has helped the company earn the Gold Service Award year after year.
“We believe strongly in constantly enhancing our industry knowledge,” Dare says. “It allows us to give customers the most accurate advice and the best service possible.”
Customer service, however, is where that expertise becomes most visible. Dare recalls a recent situation during peak swim season when a customer experienced an unexpected pool pump failure. “When situations like that happen, we prioritize quick response times,” he says. “In that case, our team rearranged the day’s schedule so we could diagnose and repair the issue within 24 hours. The family was able to get back to enjoying their pool right away.”
The customer later left a five-star review praising the team’s professionalism and communication — feedback Dare says reflects the standard the company strives to maintain.
Inside the showroom, Aqua Pool & Spa Pros focuses on helping customers understand the value of their investment. Lifestyle displays and benefit-driven signage highlight key products such as spas, equipment and premium accessories, allowing customers to better visualize how those products will fit into their homes and backyards.
Bundled product displays show how complementary items work together, while demonstrations and knowledgeable staff help guide customers through larger purchase decisions.
Marketing, however, has always relied most heavily on something less formal. “Word of mouth has always been one of our most powerful marketing tools,” Dare says. “Long-standing relationships and referrals from satisfied customers have helped build trust in our community.”
That community connection extends beyond the showroom. Aqua Pool & Spa Pros has long been active in the Lindenhurst and Lake Villa Chamber of Commerce and regularly participates in local initiatives. The company recently sponsored Lindenfest, a community festival fundraiser that supports the town and its residents.
Moving forward, the company plans to continue evolving while staying grounded in the principles that have guided it since the beginning.
“Success isn’t about selling equipment or installing spas,” says Dare. “It’s about building lasting relationships with customers and communities that have supported us for more than 25 years. We see ourselves as more than a retailer — we’re a trusted partner for our customers every step of the way.”
This article first appeared in the April 2026 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.
