From stunning pool reveals and behind-the-scenes timelapses to authentic “day-in-the-life” snapshots, the pool and spa industry is making waves online — and the impact goes far beyond likes. Social media isn’t just another marketing channel; it’s a gateway to building trust, sparking inspiration and driving tangible business growth.
With a strong social presence, you can showcase your work, highlight your expertise and connect with anyone dreaming of a pool or spa. It brings your process to life, demystifies the details and forges real relationships with customers and industry peers alike.
This year’s Industry Watchlist recognizes five standout professionals who are doing it right. Their pages offer a glimpse of what’s possible when creativity, consistency and community unite online.
Photo courtesy Miles Laflin; by Emily Packman
Miles Laflin
Miles Laflin (@thepoolguyml) has turned a niche trade into global entertainment. We spoke with Laflin for a behind-the-scenes look at how a summer job transformed into a full-blown career — and how sharing the daily grind of pool maintenance captured the attention of millions worldwide.
AQUA: Tell us a little about your journey. What brought you to the industry?
Miles Laflin: My journey began more than 15 years ago, when I helped out at a pool company during their busy summer season. It started as a temporary gig, but when summer ended, they asked if I wanted to stay on. I jumped at the chance. I genuinely enjoyed learning about swimming pools and water, and it sparked a passion that’s only grown since.
AQ: What led you to start sharing your work on social media?
ML: I’d always been active on social media with personal accounts and liked posting videos. One day, I noticed a few other tradespeople sharing videos of their daily work and thought, “Why not show what I do?” Most people are familiar with what builders or carpenters do, but hardly anyone knows what a swimming pool engineer does. I figured it was time to show people a different kind of trade.
AQ: What platforms do you focus on most, and what kind of content resonates best with your audience?
ML: TikTok is my main platform — it’s where I’ve built the biggest audience, with over 14 million followers. Because of that, I prioritize it the most. Facebook is a strong second, and I also post content on YouTube, trying to stay consistent with daily posts on Facebook and weekly or monthly updates on YouTube.
As for what resonates? “Green to clean” videos are fan favorites — especially the ones with the dirtiest, swampiest pools. People love a good transformation story, and watching a pool go from black sludge to sparkling blue water really draws them in.
AQ: How do you balance being informative and entertaining, and how do you stay inspired with new content ideas?
ML: Funny enough, I don’t really set out to be informative. When I’m filming, I just explain what I’m doing or what’s happening. If people learn something along the way, that’s a bonus!
Content-wise, I like to experiment. If a job is something out of the ordinary — something even I don’t do every day — it usually makes for great content. I stay inspired because I love what I do. Swimming pools and content creation are both passions of mine, and I’m lucky they go hand in hand.
AQ: Any advice for those looking to get started on social media?
ML: Be patient, because it takes time. Focus on quality over quantity. You’re better off creating one visually engaging video with good camera angles than churning out 10 low-quality ones. Take the time to make something people will actually want to watch.
AQ: Have there been any turning points where you saw the true impact of your content?
ML: Definitely. I’ve had people from all over the world message me saying they started their own swimming pool business because of my videos. Knowing I’ve inspired someone to build a career from this is just... incredible.
AQ: Bonus: What’s one thing about your content workflow that people might not see?
ML: It never stops. Filming, editing, posting. It’s constant. Every social platform needs fresh content almost daily, so it’s a 24/7 job. But I wouldn’t trade it. The grind is real, but so is the reward.
All photos courtesy Sarah Bero
Sarah Bero
Sarah Bero, known as @sarahthepoolgirl on TikTok, has built a devoted community by sharing bite-sized pool-care tips straight from the jobsite. With her practical demos and “educate, don’t hate” philosophy, she’s turned everyday pool maintenance into must-watch content for enthusiasts and pool professionals. Take a look at her journey from dental assistant-turned-pool-pro and discover the secrets behind her engaging social strategy.
AQUA: How did you first get into the pool and spa industry?
Sarah Bero: Funny enough, I actually started out as a dental assistant — I’d gone to school and everything — but eight months in, I found out I have scoliosis. My back was killing me, and my doctor told me that being a dental assistant is one of the worst jobs for someone with scoliosis.
My husband was already working in pools, so I asked if I could ride along as his helper. I spent a couple of years learning the ropes — chemistry, equipment, dealing with the heat — and gradually got comfortable running my own route. I finally convinced the company to give me my own truck, and I’ve been running my route ever since.
AQ: What inspired you to start sharing pool content on social media?
SB: My sister and my friend Sophie really pushed me to do it. My sister watches these “stay-at-home mom” accounts and thought I had something different to share — like how I clean and maintain pool filters. I figured, why not try? I started posting quick clips of what I do every day, and surprisingly, it took off.
AQ: Why has TikTok been the most successful platform for you?
SB: TikTok just feels like the right fit right now — it’s the most popular, and its short-form format reminds me of Vine days. I set up my TikTok account purely for pool content and kept my Instagram personal. The algorithm pushed me into the pool care community quickly, and I connected with other pros who taught me things and vice versa. It became a place where people ask questions and share tips, and that community has fueled my growth.
AQ: How do you handle misinformation or negative comments on your videos?
SB: I believe in “educate, don’t hate.” If someone passes along inaccurate info, I calmly respond with the correct details. If they just want to argue, I usually ignore them — arguing online goes nowhere. Occasionally, I’ll have some fun and gently tease, but mostly, I stay positive.
AQ: How do you balance being informative with keeping your content engaging?
SB: Honestly, I'm not sure — it's kind of a mystery! I film random moments from my day: adding salt, cleaning a filter, chasing a turtle out of the pool. At first, it was just a daily vlog, but as people asked questions, I started answering them on video. Now, it’s a mix of showing my day and teaching something useful.
AQ: Have you gained clients or leads from your TikTok presence?
SB: I actually work for a local family-owned company, so I’m not building my own business. But we’ve had customers buy supplies because they saw our TikToks. My boss hasn’t complained; he’s been supportive, even hopping on live occasionally to say hi.
AQ: What advice would you give other pool and spa professionals looking to grow on social media?
SB: Stay positive. Nobody wants a constant complainer. Share your triumphs and the day-to-day of your work. Be authentic, be consistent (one video a day is a good rule), and interact with your community. Quality beats quantity: don’t post just for the sake of posting.
AQ: When did you realize your content was making an impact?
SB: Hitting 13,000 followers gave me an anxiety attack! I realized then that people weren’t just watching one viral video — they were coming back regularly, trusting me to give the right answers. That’s when I knew I had a real community.
AQ: What’s one behind-the-scenes fact about your content creation?
SB: I shoot everything on my iPhone, propping it up on my Taylor test kit, which I also use for water readings. No fancy rigs or videographers — just me, my phone, and my trusty multipurpose kit.
AQ: Anything else you’d like to share?
SB: Pool service is a fantastic industry. If you stick with it and learn chemistry, it’s one of the best jobs you can have. You get paid to work out and tan! Plus, customers are great, and you can set your own pace.
All photos courtesy Laci Davis
Laci Davis
From Disney corporate to the pool and spa world, Laci Davis (@the.grit. game) has built a social media presence that resonates — both for her rep firm, The Grit Game, and for her personal wellness account with over half a million followers combined across multiple platforms. In this Q&A, she shares her journey, content strategies, and platform-specific insights for those ready to grow their online voice in the pool and spa industry.
AQUA: Tell me about your journey into the pool and spa industry and how social media became part of your work.
Laci Davis: I met someone while I was working at Disney, and he was in the pool and spa industry. He said, “I think you should come work for me,” and I was like, “No, no, no — I like you, and I’d like to keep liking you,” because we’d only been dating about three months. But he spent another three months convincing me, and eventually I said, “Okay, let’s give it a whirl.”
I left Disney corporate and joined a company that built pools, sold pools, had an e-commerce site and a retail store — basically everything except service. They brought me on because they needed a writer for blogs and manuals, which eventually turned into managing their social media, too.
AQ: Then moving into your own line of social media with The Grit Game team — what is the first step that helped you gain traction?
LD: I would go in and find accounts of people in my industry — big or small, didn’t matter — as long as they were active and posting a couple times a week. I’d follow them, like their posts, leave comments, and engage with their content. Because we were in the same industry, it was easy for them to go, “Oh, who is this?” check out my account, and think, “Okay, she’s in my niche. I’ll follow her back.”
That’s one thing a lot of companies miss. They think you grow a following just by putting content out there. But the first word is social. You need that back-and-forth interaction if you want to be successful.
AQ: And the second step?
LD: For growth, you need to make sure that whatever you post has value. Before you hit “post,” ask yourself: Why would my ideal customer or follower care about this? Usually, that means your content is doing one of three things — it’s invoking emotion, providing education, or it’s entertaining.
That value doesn’t have to be deep or overly educational. It could be a sob story, or it could just be a tech doing a silly dance on a jobsite, but it’s still entertaining. The point is, you can’t just post to post, or only share what you care about, and expect to grow. That’s when it turns into an online diary — not a strategy for growth.
AQ: A lot of industry pros know they should be posting, but struggle with consistency or ideas. What advice would you give someone who’s stuck?
LD: Consistency doesn’t have to be posting every day. You can pick a post schedule that matches what you’re comfortable doing and run with it — even if that’s once a week. I think there’s been a lot of bad blood in the social media world about consistency meaning every day, when that’s not true.
As for ideas, there’s a lot of really great things that exist in the world of AI right now. I don’t ever recommend using AI to write your content fully, from start to finish. But it’s a great tool for generating ideas.
Put in some content that you have — some ideas, maybe some videos or photos — and just tell the robot (the ChatGPT or whatever AI you’re using) what you have, and then say: “How could I make this educational? Entertaining? Evoke an emotion? How can I tell the story?” Even if you say, “I have a photo of this pool. Here’s what happened, we did this with the owner, it was a cool story,” and then say, “How can I make this a post?”
You can also give it what you’re good at — things you think are important for your ideal avatar, your ideal follower, to know about — and then ask, “Based on my knowledge and my expertise and what I’m passionate about, what are some topics I can generate to align with my ideal follower?”
Use it as an idea generator tool. Use it to spur your imagination. Because you’re going to know your product, your services, a lot better than any AI device, especially in our industry, because AI only pulls from what’s already online, and there’s not a ton of information about our industry out there. It might give you an entirely different idea where you think, “That’s cool — let me go make that content now.”
AQ: Can you summarize what’s different about each social platform?
LD: Yes, let’s do a high-level overview:
If your goal is to grow awareness, TikTok is your best option. It’s not the only option, but it’s the one you should absolutely be on before anything else. The problem is, it’s primarily video content — and that scares people. But the good news is it doesn’t have to be overly edited. You can grow a following just by being authentic and unedited.
If you want to curate an audience with more buying power — people who are used to seeing sales — Instagram is better. You’ll grow through reels and carousels, but when people get engaged with your stories, that’s where you share promotions, summer sales, etc. They’re already used to shopping that way. It’s also a great place for before-and-after photos.
If you’re more service side and trying to find customers in your local area, Facebook is fantastic. You can join local groups, and the older generations (40 and up) are already there. Instagram is more millennial and down. Facebook also pushes video content and can help you go viral as long as your content is more fun than sales-y.
YouTube is great for educational, how-to content. If dealers or builders are trying to learn something, they’ll search it and want a step-by-step video. That’s where you want to live for searchable content.
AQ: Do you use any tools to stay organized when managing your accounts?
LD: One of the biggest hacks, especially for people who struggle with consistency, is to invest in a scheduling tool. Because if you’re struggling, the first step is just to post. Until you’re posting consistently, nothing else matters.
For video editing, I use CapCut religiously — either desktop or mobile app. For scheduling, my company uses HubSpot because it has a built-in social media scheduler. And I also really like Later.
Bonus tip: If you’re posting across multiple platforms, don’t post the same thing on all platforms at the same time. Spread them out a couple days. That way, you’re not banking on your audience being online on one day at one time.
AQ: What’s one piece of encouragement you’d give to someone who’s feeling overwhelmed by social media?
LD: Every single person in social media feels that way. Every single person. You’re not alone — absolutely. I don’t care whether you’re posting once a week, trying to figure out how to post once a month, or posting every day — we all feel the exact same way.
But the more you stay consistent, the more the algorithm will reward you for that. It’s learning whether it can trust you to be consistent for your audience. When that switch turns, and it sees that your followers are interacting, it’ll push your content more.
Because at the end of the day, every algorithm’s goal is to push content that keeps people on the platform. If you’re creating content that does that, they’ll say, “Cool. Let’s show this to more people.”
Photo courtesy Andrea Nannini
Andrea Nannini
Known for her raw, real-time videos from the jobsite, Andrea Nannini has built a loyal following online. From green pool turnarounds to hilarious technician bloopers, she gives viewers a front-row seat to the unpredictable world of pool service — all while juggling the demands of the job itself. Here, she talks about staying authentic, handling the trolls, and social media strategy.
AQUA: You’re known for sharing the unfiltered side of life as a pool tech. What made you decide to start documenting your day-to-day routine?
Andrea Nannini: It actually started before social media was really a thing. I remember riding around in my truck one day thinking, “Wow, I’ve seen some crazy stuff today — I wish there was a way to share it.” Once Facebook and MySpace came along, I jumped right in. I just started posting pictures of everything I was doing and never stopped.
AQ: What kind of content seems to connect best with your audience?
AN: Funny enough, it’s the controversial stuff. I thought animal videos would perform best, but it’s really the posts where people want to argue with me — like when I show an unconventional method or do something differently. The green pool transformations always get tons of engagement, too. People love to chime in.
AQ: And when people challenge your methods, how do you handle it?
AN: I started carrying my CPO (Certified Pool Operator) book and referencing it in response videos. It helps shut down the hate and actually gets people on my side. I try to only post things I can confidently back up.
AQ: What’s one thing people still get wrong about your job, even after watching your videos?
AN: That there’s only one right way to do things. In one video, I cleared a green pool using only what I had on the truck — chlorine, acid, and tabs — and people lost it because I didn’t use algaecide. But the pool cleared in 12 hours with minimal brushing or vacuuming. There’s not just one way to handle these situations.
AQ: Any favorite positive comments or follower moments that stand out?
AN: Yes! One that still cracks me up is the “skimpper” video. I was training a new guy who kept calling the skimmer the “skimpper.” I tried to correct him for four days, but it never clicked. I shared that moment, and it’s still one of my most commented-on posts — people love it.
AQ: How do you balance creating content while actually doing your job?
AN: I try to be efficient. I hold my phone in my left hand while I work, or I’ll set it down if needed. I don’t use fancy harnesses or setups, and if it feels like too much trouble, I just skip the video. I don’t want it to look like I’m standing around on my phone for 25 minutes, especially with cameras everywhere these days. So I will definitely prioritize work over social.
AQ: Has posting your work online led to any unexpected opportunities or connections?
AN: Definitely. I’ve had people send me products to try. I’ve also connected with others in the industry. Some people will recognize me from Facebook or my podcast, Talking Pools. Some will come up and quote my tagline, “What’s your problem?” At first, I was confused — but then I remembered that’s something I say on the show. It was funny and a little weird the first time, but I’ve gotten used to it.
AQ: What advice would you give to another service pro thinking about starting a social media account?
AN: People can be mean. If you’re serious about building an audience — for monetization or just to be helpful — you have to be ready for wild comments. You’ll get criticized for everything. I choose to stay active in my comment sections to prevent misinformation and to educate. And definitely post consistently. That’s how I got invited to monetize on Facebook. I get paid a little for reactions, comments, and views. It’s not a ton — I make under $100 — but it’s still fun to say, “I get paid by Facebook!”
AQ: What do you hope viewers walk away with after watching your content?
AN: I hope they gain a deeper appreciation for our work. Pool techs often don’t get the credit we deserve — people think we just toss in tabs and skim the surface, but there’s so much more involved: chemistry, heavy lifting, long hours. I also hope people learn something and stay safer around pools.
AQ: Last question — what’s one thing you could post but don’t, and why?
AN: I skip posting some of the wildest pools I visit out of respect for homeowner privacy — I don’t want it blowing up and causing issues. Also, legally, I couldn’t post a video of rescuing a sea turtle from a pool, even though it was cool, because I’m not technically supposed to touch them. And sometimes, if I think a post might spark too much backlash, I just don’t share it. I’ll still do the work — I just won’t post it.
All photos courtesy Joe Fraser
Joe Fraser
Joe Fraser is the driving force behind Joe Fraser Design, merging old‐school grit with cutting‐edge digital design. With a thriving Instagram presence (@joefraserdesigns) and a portfolio showcased at fraserandsonsdesigns.com, he’s built a luxury pool empire on resilience and authenticity. Read on to learn his story and discover how he cultivates a family‐centric culture, tackles ambitious projects, and leverages social media for growth.
AQUA: Tell us about your journey into landscaping and pool design.
Joe Fraser: It all began when I was 17 — fresh out of a forest‐fire boot camp where I’d spent a year and a half fighting fires. That gig came with a $10,000 bonus check when I wrapped up, and a friend suggested I invest it into a local landscaping startup. I dove in — learning everything from mowing lawns to designing flower beds — and within a couple years, our clients were asking for more: water features, poolside patios, and then, full pool installs. I made it my mission to understand the construction side, teaching myself the owner‐builder process, pulling permits, coordinating subcontractors, so I could oversee projects end to end.
AQ: What led you to pivot from general landscaping into luxury pool design?
JF: In 2019, I was working for another firm when I suffered a broken leg that put me out of commission for nearly a year — and the company stopped paying me. While bedridden, I discovered a 3D design software and taught myself to draft immersive pool and backyard layouts. That period of forced downtime was a turning point: I realized the power of digital design and launched Joe Fraser Design to focus exclusively on high‐end, custom pool concepts that set new standards in luxury.
AQ: How did adversity shape your work ethic and vision?
JF: Rock bottom moments — like the financial strain during my recovery — fueled my resilience. I’m the guy who’ll tackle a tree removal on a 30‐foot embankment or a pool install on the 40th floor of a high‐rise. Each “impossible” job taught me that growth happens when you push past comfort zones. My mantra became: don’t shy away from challenges; they’re your greatest teachers and the best way to differentiate yourself.
AQ: What core values define your company culture?
JF: I run our crew like a family. Trust, transparency, and accountability are non‐negotiable. We implemented phase‐based, performance bonuses: If the team meets our strict quality benchmarks (on time, on spec), they earn extra pay. Miss the mark, and there’s no bonus. That system aligns everyone’s incentives, lets me delegate confidently, and fosters pride in each completed phase.
AQ: How has social media fueled your business growth?
JF: I started dabbling on Facebook in 2018, but saw limited traction. In 2019, a client introduced me to Instagram. One afternoon in a Huntington Beach hotel, I casually filmed myself saying, “Another one” — a throwaway phrase at the time — and posted it. Overnight, it blew up: 40,000 followers in one night. Since then, roughly 95% of my new clients come through Instagram or word‐of‐mouth driven by that platform’s reach.
AQ: Can you elaborate on your content strategy and how you maintain authenticity?
JF: I believe in pioneering trends rather than chasing them. My routine is simple but disciplined: I film daily job highlights — equipment demos, design walkthroughs, progress shots — and post around five times per day during peak engagement windows. I also personally DM my network, colleagues, clients, friends, to jump start each new reel’s engagement. Recently, I hired a part‐time videographer/editor to polish the footage, but every script, on‐camera moment, and voice‐over remains 100% me.
AQ: What advice do you have for other pool professionals on social media?
JF: First, identify and own your niche — whether it’s pebble‐finish pools, water features, or backyard gyms — and don’t dilute your message by chasing every trend. Second, consistency is key: set a posting schedule and stick to it. Third, genuine engagement beats generic marketing: respond to every comment, collaborate with industry peers on live streams, and activate your personal network for the initial wave of likes and shares.
AQ: How do you juggle managing projects with your digital presence?
JF: Delegation transformed my bandwidth. I empowered my top technicians with leadership roles, using our bonus structure to incentivize ownership, so they can run daily operations independently. That frees me to focus on high‐level design, client consultations, and content creation. I also batch‐film content early in the week and schedule posts via Instagram’s Creator Studio, ensuring a steady online presence without compromising jobsite time.
AQ: You once invested a lot in marketing; what did you learn from that?
JF: In 2020, I poured $90,000 into paid marketing to scale our reach beyond Vegas. It jump‐started my follower count, but also taught me that paid ads can only take you so far without authentic engagement. Organic content — real‐time job walkthroughs, candid Q&As, and community shout‐outs — builds the trust that converts followers into paying clients.
AQ: Finally, what keeps you motivated every day?
JF: My background. I became a surrogate father to my siblings at 15 when my mom battled addiction. That responsibility instilled a relentless drive. Now, providing stability for my own kids and showing anyone from a tough start that success is attainable fuels me. Every pool I design and every post I share is a testament to the power of perseverance.
This article first appeared in the August 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.
Photo courtesy Miles Laflin; by Emily Packman
All photos courtesy Sarah Bero
All photos courtesy Sarah Bero
All photos courtesy Laci Davis
Photo courtesy Andrea Nannini
All photos courtesy Joe Fraser
