Alright, lemme just get this outta the way first — yes, this column’s technically about winterizing swimming pools. But if you’re expecting some cookie-cutter, step-by-step rundown on how to close up your inground, blow out the lines, toss on the cover, and call it a day like bada bing, see ya in spring — fuggedaboutit.
Born and raised on the Island, I spent a decade working the Northeast pool scene, back when my knees didn’t sound like bubble wrap every time I crouched. I even did a stint at a safety cover manufacturer, back when mesh was the option and everyone swore by it. But I’m not here to rehash all that. If you’re north of the Mason-Dixon, you already know the drill. You’ve got it down better than Nona’s gravy recipe — and that thing’s guarded tighter than the Pentagon.
What I wanna talk about is winterizing from a different angle — something with a little more pizzazz, you know? Less “Here’s how to drain your lines,” and more, “Here’s how you market the crap out of this service to a generation that learns everything from TikTok.”
Before you roll your eyes — no, this isn’t about overhauling your business or filming yourself pole dancing (minds outta the gutter, I mean a trending TikTok dance while wielding a telepole). Truth is, this might be the easiest marketing pivot you ever make. Why? Because you’re already doing what Gen Z wants — you just haven’t framed it that way yet. And that’s where the magic happens.
WHO YOU’RE ACTUALLY SELLING TO
Gen Z includes folks born between 1997 and 2012. In 2025, the oldest of that group is pushing 28. So no — they’re not just teenagers glued to their phones. They’re homeowners. They’re parents. They’re out there installing saltwater systems and buying homes with 20-year-old pools that need a lot of love. According to Redfin, over 26% of Gen Zers in that age bracket already own homes. That’s a pretty ambitious crowd, especially when the average first-time homebuyer in the United States is 38.
But these aren’t your typical pool owners. They’re not chasing waterfalls and backyard grottos. They want clean design, low-maintenance systems, eco-conscious treatments, and digital-first everything. They book appointments from their phones, read reviews before spending a dime, and expect transparency the same way they expect hot water to come out of the shower faucet.
So why are we still marketing winterizing like it’s a technical checklist for baby boomers? Don’t ignore that crowd entirely — but let’s be real: They’re aging out.
MEET ZACH AND SOPHIA
Picture this: Zach and Sophia — your Gen Z customer personas — just bought their first home. It came with a pool. It also came with outdated equipment and a faded safety cover they assume is optional. They have no clue that skipping winterization could lead to cracked pipes, algae blowouts, and a $3,200 repair bill come spring.
But they’re not hanging out on pool care forums — they’re scrolling video shorts. They’re watching clips titled, “Throw a copper pipe in the skimmer and fire your pool guy,” not flipping through glossy service brochures. If we keep talking to them like we talked to their parents, we’ll miss the boat — and the revenue.
YOU’RE DOING IT RIGHT — NOW SAY IT BETTER
The good news? A lot of what we already do as professionals is exactly what this generation wants. We just need to translate it.
Take enzyme-based winter treatments. We know they reduce organic load, prevent waterline rings, and make spring openings easier. But to Zach and Sophia? That sounds like a high school chemistry lecture. Instead, call it what it really is: a biodegradable, low-chemical option that reduces chlorine use and keeps pets safe. Now you’re speaking their language. That simple reframe turns a technical line item into an eco-conscious flex they’ll proudly drop in the group chat.
Water level adjustments are another great example. You say, “Drain to below the tile line.” They hear, “Water conservation meets damage prevention.” When you explain that lowering the water level helps prevent freezing and cracking of tile, and lessens overflow which reduces water waste, you’re tapping into two of Gen Z’s core values: sustainability and cost savings. That’s a two-for-one they can get behind.
Blowing out the lines? Don’t just call it that. Frame it as smart preventative maintenance that protects your pool from costly winter damage. Compare it to meal prepping or putting a screen protector on your phone — it’s a proactive step that saves time, money and stress later. Gen Z loves a good life hack. They’re into systems that make sense and tech that solves problems before they happen. Honestly, if they could build an app for this, they would.
Safety covers are an easy win, but let’s stop calling them that. The name sounds dated. Instead, position them as smart, sleek, pet-safe pool protection. They’re secure, snow-proof, and they photograph well. Want to really drive it home? Show a side-by-side: one pool with a tarp and waterbags, the other with a spring-loaded (or better yet, call it tension-fit) mesh cover. Then let them decide which one they’d rather post about.
Winter kits? If you’re using low-impact, borate-based or low-phosphate formulas, you’re already ahead of the game. But if your invoice just says, “Winter Kit – $X,” and stops there, you’re missing a chance to educate and upsell. Talk about ingredient transparency. Highlight that it protects liners longterm, is pet-safe, and won’t harm the local water table. That’s how you turn a basic line item into real, recognizable value.
Digital service logs and real-time text notifications are a requirement. Gen Z isn’t waiting around for a paper invoice to show up two weeks later. They want a same-day summary texted with before-and-after photos, a breakdown of the work, and a link to pay.
If you’re already doing this, congratulations — you’re cooler than you think. But if you haven’t been promoting it, now’s the time to start.
WHAT GEN Z EXPECTS (AND WHAT THEY WON’T TOLERATE)
This generation isn’t cheap. They’re frugal — and that’s not the same thing. They’ll pay for premium service if they know what it prevents. Frame winterizing as a $350 investment to avoid a $1,000 spring disaster, and they’ll get it. They don’t want to lift the cover in March and find a science experiment. They want a scroll-stopping backyard, party-ready the second the sun comes out.
Trust matters, too. Gen Z has a hypersensitive BS detector. They’re the first to screenshot your reply, the first to read every review, and the first to hit “unfollow” if something doesn’t feel authentic. Say you’re eco-friendly? Then don’t dump waste down the storm drain. Say you’re reliable? Show up on time. Transparency isn’t a bonus with this group — it’s baseline.
They also care about appearances. If your truck looks like a Sanford & Son relic, and your invoice is written in Comic Sans, they’re not calling you back. Clean branding, a website that actually works on mobile, and uniforms that aren’t covered in bleach stains or riddled with more holes than a colander go a long way.
Presentation matters. It doesn’t have to be fancy, but it should feel intentional.
SPEAKING GEN Z’S LANGUAGE
They don’t want to be sold to. They want to be talked to. That means social proof beats a sales pitch. A customer tagging your business in an Instagram story and raving about how their pool survived the winter? That hits harder than your brochure ever will. Encourage it. Make it easy to tag you. Repost it. That’s how you build a community around your service.
And please — for the love of chlorine — stop saying, “Call for a quote.” That’s a guaranteed way to get ghosted. They want a clickable link, a text-back option, or an online scheduler that actually works. Bonus points if it looks clean and confirms instantly.
FROM POOL WORK TO POSTWORTHY CONTENT
In the Gen Z world, “it’s giving tryhard” is not a compliment. So don’t fake slang. Don’t post outdated memes. Just be real. Be the expert you are, but meet them where they are. That might mean showing a video of your tech gently adjusting the straps on a mesh cover with a caption like: “Looks good now. It still looks good in March. That’s the point.”
Winterizing doesn’t need to be redefined. But how we talk about it, how we package it, and who we market it to absolutely does. Zach and Sophia aren’t ignoring pool care — they just haven’t heard the story told in a way that makes sense for them. The story we’ve been telling? It’s outdated.
But here’s the good news: You already have the plot. You just need a new narrator.
And that narrator... is you. You’re already doing everything this generation values — low-chemical options, eco-aware prep, smart scheduling, pet-safe products, and transparent communication. The only thing missing?
The signal boost.
So maybe this winter, instead of just blowing out lines and threading in a Gizzmo, take a minute to blow up your own marketing. Target Zach and Sophia. Show them you see them. Let them know you’ve got their back, their pool, and their content-worthy peace of mind. Because that’s not just good service — that’s how you build the next generation of loyal customers.
THIS TIKTOK IS THE MARKETING PLAN
Still not sure how to speak Gen Z’s language without reinventing your whole business? Let TikTok do the heavy lifting. Picture this: a split-screen video. One side shows a sad pool draped in a plastic tarp, weighed down with cinder blocks. The other? The same pool, crisp and clean under a modern mesh safety cover. The text reads: “When your pool looks like this vs when Gen Z hires a pro.”
Then comes the voiceover — chill, slightly sarcastic, and not trying too hard: “Hey, Zach. Hey, Sophia. You just bought that cute little starter home with the saltwater pool. Big slay. Okay, but like — can we talk real quick before winter comes in and absolutely wrecks your vibe?”
Cue dramatic shot of some pool tech blowing out the lines — like, bubbles gurgling up from the drain like spaghetti water mid-meltdown. That? That’s winterizing. Not just slapping a crusty old tarp on top and crossing your fingers until spring.
Then, they pour in this bottle of enzymes like it’s a magic potion or something, and boom — your phone lights up:
“Your pool’s winterized. Pics below.”
Like, yes. Professional. Clean. Vibes intact.
The voiceover wraps it up: “We use eco-friendly enzymes, pet-safe treatments, and yes — we text you when we’re done. No guessing. No stress. No algae waiting for spring.”
Final shot: a clean, secured pool with a mesh cover, while a golden retriever trots safely across the patio.
The caption? “Winterizing, but make it aesthetic.”
THE FINAL WORD
That’s how easy it is. You’re already doing the work — you’re just not telling the story in a way that hits. And Gen Z? They’re out here waiting for someone to speak their language, without sounding like a cringey ad from 2009.
Feel free to use my aforementioned script and make it your own to reflect your eco-friendly offerings. After all, we’re all in this together.
And always remember, never forget: If you’re selling pool service to a Gen Z homeowner, you’re not just selling a result — you’re selling an experience they feel good about supporting. That means frictionless communication, a story they can get behind, and a product that makes their life easier without trashing the planet.
Now go winterize like it’z 2025. And yes, I said that unironically.
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.
