Rainbow Pools & Living Art Designs has been a family business from the start. Founded in 1982 by John and Ardra Todd, the company began as a retail store supported by a service department and vinyl-liner construction. Today, it operates as a full-service pool, spa and outdoor living company, though General Manager Diana Amori says the core philosophy remains the same.
“From the beginning, the focus was on dependable expertise and long-term support for pool owners,” she says. “As we expanded our capabilities, we stayed grounded in the founders’ values.”
Leadership transitioned to the next generation in 2008, when Mike Todd became president. Since then, the company has expanded its offerings to include portable spas, gunite construction and a design/build landscape division, while continuing to grow its service operation.
“We built a strong weekly service program because we wanted to focus on year-round care, not just one-time projects,” Amori explains. “Today, we’re a full-service company, with offerings designed to meet customers at every stage of ownership.”
That long-term mindset is reflected in the company’s customer relationships. Many families have worked with Rainbow Pools across multiple generations. “In some cases, we built a pool for parents or grandparents in the ’80s or ’90s, and now we’re working with their children or grandchildren,” Amori says. “That continuity really speaks to the trust people place in our team.”
Inside the store, those relationships are visible every day. Customers often ask for specific employees because they know their pool history. “They’ll come in and say, ‘Can I talk to so-and-so? They know my pool,’” Amori says. “Our team takes the time to learn each pool’s equipment, history and unique needs. We know our customers’ backyards, and often their families, and they know us by name.”
Those connections extend beyond the store. Staff often run into customers around town and get quick pool questions at the grocery store or a school event. “We don’t see that as an interruption. It’s a reflection of the relationships we’ve built.”
In the retail space, the company keeps the store fresh and engaging, especially since many customers visit weekly during the season. “If everything stayed in the same place, it would fade into the background,” Amori says. “So we rotate displays, featured products and signage to give people something new to notice each time they come in.”
The layout is also intentional. Essentials like water testing and chemicals are located toward the back of the store, encouraging customers to pass through the spa and sauna displays first. Rainbow Pools offers wet testing for spas and
what Amori calls “heat testing” in a working sauna set up in a high-traffic area. “We want customers to experience the products, not just look at them,” she says.
Behind the scenes, the company has also invested in digital tools. A new computer system allows customers to view service history, sign agreements and make payments online. “A lot of what used to be handled through mailed paperwork is now done digitally,” Amori says. “It’s faster, more accurate and easier for both our customers and our team.”
Marketing follows a similarly balanced approach. Rainbow Pools maintains active Facebook and Instagram accounts with educational videos and project updates, along with a regular e-newsletter, but traditional channels still play an important role.
“One of our best success stories has been targeted direct mail,” says Amori. “Because we keep detailed customer histories, we can send something very specific, like a promotion on a spa cover when we know theirs is nearing the end of its life. That relevance drives strong response rates.”
Community involvement is another priority. The company regularly supports local organizations and recently hosted a Step Into Swim donation drive and community event featuring Olympic gold medalist Rowdy Gaines. “For us, pools are about safety, education and positive experiences. Being a local business means being part of the community, not just selling into it,” Amori says. That local connection has also helped Rainbow Pools earn the title of Best Swimming Pool Company from Hudson Valley Magazine for the past two years, an award voted on by area residents.
With an eye on the future, the focus is placed on steady, sustainable growth. In 2024, Rainbow Pools became a founding member of Azureon, a strategic partnership designed to help independent pool companies share resources while maintaining their local identities. “We see that as a way to strengthen the business long term while still staying rooted in our community,” Amori says.
The company is also expanding into the broader wellness category, adding cold plunges and additional saunas to its showroom, while continuing to grow its service, renovation and year-round maintenance programs.
“At the end of the day, our philosophy is simple,” Amori says. “Put people first and do things the right way. That’s what’s guided the company since 1982, and it’s still what drives us today.”
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.
