Download the Complete 2025 FDD
Access the full Franchise Disclosure Document for ASP - America's Swimming Pool Company, including all 23 items and exhibits.
Download FDD (PDF) →Important Disclaimer: This analysis is provided for informational purposes only and does not constitute legal, financial, or investment advice. Prospective franchisees should conduct their own due diligence, consult with qualified franchise attorneys and accountants, and independently verify all information before making any franchise investment decision. Franchise performance can vary significantly based on market conditions, operator skill, and numerous other factors.
Frequently Asked Questions
What is the business model?
Mobile service providing pool cleaning, maintenance, and renovation services to individual homeowners and commercial businesses.
When was the FDD issued?
April 15, 2025
What is the initial franchise fee?
$40,000 to $90,000 (varies by unit count)
What type of territory is granted?
Exclusive (conditioned on performance)
What is the total estimated initial investment for an ASP franchise?
The total estimated investment for a standard ASP franchise ranges from $84,395 to $210,121. For pre-existing pool service businesses converting to the ASP brand through the Conversion Incentive Program, the estimated total investment drops to between $41,048 to $125,121. The initial franchise fee ranges from $40,000 for 1 unit (low end) to $90,000 for 3 units (high end), plus an Initial Advertising Fee of $1.94 times the total number of pools in your Territory.
Does ASP offer financing for the franchise fee?
Yes. ASP offers financing of up to 75% of the standard Franchise Fee. Under the Conversion Incentive Program for existing pool businesses, ASP offers 100% financing of the Franchise Fee (minus a $5,000 down payment). You may be eligible for forgiveness of up to 100% of the Franchise Fee, and any applicable Additional Pool Fee, less the Conversion Down Payment, depending on the performance of the Franchised Business in the fifth (5th) year of operation after conversion.
What are the ongoing fees and royalties?
While the specific ongoing royalty percentage is not disclosed in available excerpts, franchisees are required to pay:
- Brand Fund Contribution: Currently 1% of Gross Revenue, with the right reserved by the franchisor to increase this up to 2%
- Technology Fee: $250 per month
- Website Fee: $350 per month
- Local Marketing: Greater of 3% of Gross Revenue or $30,000 per calendar year
How is the territory defined and protected?
ASP grants an exclusive territory, conditioned on not being in default. Territories are defined by pool count, which varies regionally:
- 10,000 residential pools in California
- 6,000 residential pools in Texas, Florida, Arizona, and Nevada
- 3,000 residential pools in all other states
What are the Minimum Performance Requirements?
ASP mandates Minimum Annual Gross Revenue of $75,000 in the first 12 months, rising to $225,000 in the third and subsequent 12-month periods. Failure to meet these annual targets may result in the loss of territorial rights or termination of the franchise agreement.
What technology and systems are required?
ASP requires the use of its proprietary mobile software platform, "Pool Ops", which the franchisor considers "critical to our brand image." Additionally, franchisees must use designated payment processors (ABP/Woodforest Bank). ASP asserts strong control and ownership over all Customer Data and has the right to access and use all Business Data. This data control extends post-termination, allowing ASP to use the information for cross-selling products and services with its affiliates without compensating the franchisee.
What are the owner participation requirements?
The Key Person must personally manage and operate the Franchised Business as a primary occupation. The Key Person must work on premises and is required to obtain a Certified Pool Operator's License to clean commercial pools (subject to local law). The system is backed by the franchisor's direct parent company, AB Assetco, which guarantees ASP's performance obligations under the franchise agreements.
What was the systemwide performance in 2024?
In 2024, ASP's total reported Systemwide Sales reached $108,530,895, representing a 5% year-over-year growth. As of December 31, 2024, the system comprised 121 franchisees operating in 141 Territories and had 391 franchised outlets in operation, showing consistent net annual growth in outlets over the past three years. Item 19 (Historical Gross Revenue for 2024 and prior) is present in the FDD, though detailed AUV/Revenue statistics are not summarized in available excerpts.
Are there any seasonality considerations?
Yes. According to the FDD, "Sales are typically seasonal and vary according to regional climates." This is an important factor to consider when evaluating working capital requirements and cash flow planning.
What training and support is provided?
The FDD describes "distinctive elements of the System" including products and services offered, customer service standards, warranty program (if applicable), and standards and specifications for equipment, technology, supplies, and operations. Specific training length and format details are not provided in the available excerpts.
What should I know about data ownership?
ASP asserts strong ownership over all data generated by the business. The franchisor owns all Customer Data and has the right to access and use all Business Data. This data control continues post-termination, allowing ASP to use the information, including for cross-selling products and services with its affiliates (which include other Authority Brands entities) without compensating the former franchisee. This is an important consideration for operators who value control over customer relationships built during operations.
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Important Disclaimer: This analysis is provided for informational purposes only and does not constitute legal, financial, or investment advice. Prospective franchisees should conduct their own due diligence, consult with qualified franchise attorneys and accountants, and independently verify all information before making any franchise investment decision. Franchise performance can vary significantly based on market conditions, operator skill, and numerous other factors.