New Pool Equipment Brands: Should You Try Moov, Swimables, or Madimack?

Why New Brands Are Showing Up Now

Walk into your local SCP or Heritage branch and you will see new names next to the usual Pentair, Hayward, and Jandy boxes. This is not an accident. The Big Three have raised prices so many times in the past two years that they created a gap in the market. Challenger brands are filling it.

When a variable speed pump costs $1,200 from Pentair, a brand that sells a similar pump for $900 gets attention fast. When that same brand offers a longer warranty and pays you more for warranty work, word spreads even faster.

The pool equipment market is a $6.2 billion industry in the U.S. Pentair, Hayward, and Fluidra control most of it. But smaller brands are growing because pros are frustrated with pricing, supply chain issues, and warranty hassles from the big players.

The Brands Pros Are Talking About

Three challenger brands keep coming up in conversations among pool pros. Each has a different approach to breaking into the market.

Swimables is a different kind of challenger. They do not make full equipment lines (yet). They sell replacement wet ends, parts, and accessories that fit existing equipment. A Swimables WhisperFlo wet end costs less than the Pentair original and, according to multiple pros, works just as well.

"I use the wet ends a lot and have never had a problem. Price is great. Great build."

— Pool pro via Reddit

"Swimmable WhisperFlo wet end ... Can't beat it."

— Pool pro via Reddit

What Pros Like About These Brands

The appeal is not just price. Pros are drawn to specific advantages that the Big Three have been slow to offer.

Better Warranty Economics

The biggest complaint about Big Three warranties is not the coverage itself. It is how warranty work gets handled. Most manufacturers pay installers poorly for warranty labor. Some pay nothing at all. You spend an hour swapping a defective pump and get reimbursed less than your normal labor rate. It is a money-losing proposition.

Moov is doing it differently. They pay $150 per warranty job and let the original installer handle the work. That is more than most Big Three brands pay. It means warranty calls are not a financial hit to your business.

"From what I was told, they pay 150 for a warranty job, which is significantly higher than everyone else. They also let the installer do the warranty."

— Pool pro via Reddit

Madimack goes further with a 5-year parts and labor warranty. That is a strong signal that the company believes in its product. A manufacturer does not offer five years of coverage on equipment it expects to fail.

MAP Pricing Protection

One of the most frustrating things about selling Hayward equipment is the Amazon problem. Customers can find Hayward parts online for less than what you pay at wholesale. That kills your margin and makes the sales conversation uncomfortable.

Madimack is actively preventing this. They enforce MAP (Minimum Advertised Price) policies and keep their products off Amazon and discount retailers. That means when you quote a Madimack pump, the customer cannot Google it and find a cheaper price online. You keep your margin.

"The company is really doing their diligence to not be found on Amazon or other online retailers without their MAP pricing, which I can appreciate. Actually leaves some room for the pros."

— Pool pro via Reddit

Positive Early Reports

Some pros have already installed these brands and are reporting good results. Multiple installers describe Moov and Madimack pumps as quiet. The Moov heat pumps and inverter heaters are getting strong reviews from customers who like the app control.

"I've installed MANY. Super quiet, easy to run. No problems yet."

— Pool pro via Reddit (1+ year with Moov)

"I've installed a couple of the inverter heaters. They are really nice and heat well. Customers love the app control."

— Pool pro via Reddit

The Concerns You Should Know About

Not every pro is sold. And the skeptics raise valid points worth considering before you stock your truck with new brands.

Build Quality Questions

Several pros who have handled Moov equipment in person say it feels cheap. That is a subjective judgment, but it matters. When you install equipment for a living, you develop a feel for what is built to last and what is not.

"I came across one on a job. The touch screen on the back is black, in direct sunlight it was pretty much too hot to touch and nearly impossible to read even when holding something over it to shade it. Overall felt like a cheap pump."

— Pool pro via Reddit

"It's too new for me and it felt cheap when I was taking it apart. I'll let other guys try it out and see how they hold up."

— Pool pro via Reddit

A touchscreen that is unreadable in direct sunlight is a real problem for pool equipment that lives on an outdoor equipment pad in Arizona or Florida. That is not a cosmetic issue. It affects your ability to program and troubleshoot the pump on site.

The Guinea Pig Problem

This is the biggest risk. When you install a new brand on a customer's pool, you are betting your reputation on equipment with no long-term track record. If it fails in 18 months, you are the one who recommended it. You are the one the customer calls. You are the one who looks bad.

"I just don't want to guinea pig my clientele with something as expensive as a pump."

— Pool pro via Reddit

One pro put it bluntly: PoolCorp saw easy money and is using its customers as product testers.

"It's the pump of the season. Pool Corp saw easy money and are using their customers as product testers. What happens in 16 months when all 10-20 you install all start failing?"

— Pool pro via Reddit

Who Backs the Warranty Long-Term?

A 3-year or 5-year warranty is only as good as the company behind it. If a challenger brand exits the U.S. market in two years, that warranty is worthless. This has happened before in the pool industry. Brands come in with aggressive pricing, win market share, and then disappear when margins get tight or the parent company shifts strategy.

Ask your distributor rep pointed questions. Who is the parent company? How long have they been in the U.S.? What happens to warranty claims if the brand leaves the market? If you do not get clear answers, proceed carefully.

A Smart Approach to Testing New Brands

You do not have to choose between blindly adopting a new brand and ignoring it forever. Here is a middle-ground approach that several experienced pros recommend.

Step 1: Install One on Your Own Property

If you have a pool at home, put the new pump on your own equipment pad first. Run it for six months. See how it holds up in real conditions. Check the noise level, the app (if it has one), and the programming interface. Try it in full sun to see if the screen is readable.

Step 2: Try It on a Low-Risk Customer

Pick a customer who is easygoing, lives nearby, and has a straightforward system. Let them know you are trying a new brand. Some customers love being early adopters if you are upfront about it. Offer a small discount in exchange for their patience if anything needs adjusting.

Step 3: Wait at Least a Full Season

One summer is not enough. You need to see how the equipment handles a full cycle. Hot months, cold months, startup, winterization. If it makes it through a full year with no issues, you can start recommending it more broadly.

Step 4: Keep the Big Three as Your Default

Until a new brand proves itself over 2 to 3 years in your market, keep Pentair, Hayward, or Jandy as your primary recommendation. Offer the challenger brand as a budget alternative when customers ask for lower-cost options. That way you are not betting your reputation on unproven equipment, but you are still giving customers choices.

This is exactly how Swimables built trust. Pros started with one wet end, then two, then ten. After a year of no problems, they were comfortable recommending the brand to anyone.

"Just look at Swimables. I haven't had an issue with any of their stuff so far. They've been good quality and cheaper. I just don't want to guinea pig my clientele with something as expensive as a pump."

— Pool pro via Reddit

The Bigger Picture: Why This Matters

The rise of challenger brands is a response to real problems in the pool equipment market. The Big Three have raised prices aggressively. Distributor consolidation has reduced competition. Amazon has eroded pro margins on certain brands. Something had to give.

Competition is good for the industry. If Moov and Madimack force Pentair and Hayward to improve their warranty programs or slow down price increases, every pool pro benefits. Even if you never install a single Moov pump, the pressure these brands put on the market works in your favor.

But competition also means more homework for you. You need to evaluate new products, track which brands hold up, and make informed recommendations to your customers. That is part of running a professional operation.

Track every piece of equipment you install. Note the brand, model, serial number, install date, and warranty expiration. When a brand proves itself, you will have the data to back up your recommendation. When one fails, you will catch it early and stop installing it before it costs you more callbacks.

Bottom Line

New pool equipment brands are here. Some will last. Some will not. Your job is to figure out which ones are worth your trust before you put them on a customer's pool.

Do not rush into a new brand just because it is cheaper. Do not ignore new brands just because they are unfamiliar. Test them on your own terms. Collect data. Let other pros be the guinea pigs if you are not comfortable going first. And whatever you do, keep tracking what you install so you can spot problems before they become expensive.

The pros who will come out ahead are the ones who stay informed, test carefully, and make decisions based on data instead of hype or fear.