The ASP Franchise System & Benefits: Pool Cleaning, Repairs, Renovations, & New Pool Construction with ASP President, Jimmie Meece

What if you could transform a fragmented, unstructured industry into a professional, scalable business model? That's exactly what ASP (America Swimming Pool Company) has accomplished in the pool service industry. In a recent episode of the Pool Chasers Podcast, ASP President Jimmie Meece shared his remarkable journey from working for the city of Clemson to leading one of the fastest-growing pool service franchises in America. His story offers valuable insights for anyone considering franchising as a path to business ownership or looking to scale their existing pool service business.

From City Employee to Franchise Pioneer: The ASP Origin Story

Jimmie Meece's path to the pool industry wasn't conventional. Twenty years ago, he was working as a program director for the city of Clemson, South Carolina, organizing everything from youth activities to Christmas parades. Despite enjoying his work, an entrepreneurial spirit kept gnawing at him.

I had no idea it would be the pool business. And so in 2004, my brother-in-law at the time, still is my brother-in-law, but he had started a swimming pool business right out of college in 2001 in Macon, Georgia. My wife and I would visit him and his wife and occasionally. And I would ride around with him as he was doing pool renovations.

— Jimmie Meece, Pool Chasers Podcast

These weekend visits to Macon proved transformative. Meece found himself fascinated by the pool renovation process—replastering, retiling, deck texturing—and more importantly, the business potential. His brother-in-law's success demonstrated that the pool industry offered both financial opportunity and entrepreneurial freedom.

What started as weekend curiosity evolved into a carefully planned transition. Meece began cleaning pools while still working his city job, using spotlights for evening service calls and maximizing weekends for pool work. By January 1, 2005, he had built enough confidence and business to leave the city and become ASP's first franchisee in Clemson, South Carolina.

The Four-Pillar ASP Business Model

ASP's success stems from a comprehensive approach to pool services that creates multiple revenue streams for franchisees. The company has evolved from a simple pool cleaning service into a full-service pool company with four distinct profit centers.

Our bread and butter is pool cleaning. And there's three ways, technically four ways now that we make money in our model. Obviously number one is pool cleaning. Number two is repair work or equipment replacement, repair pumps, filters, heaters, those kinds of things. Pool renovation is the third way we make money. And now the fourth way that we just recently launched our pool construction initiative of January this year is building pools.

— Jimmie Meece, Pool Chasers Podcast

This diversified approach provides franchisees with stability and growth opportunities. Pool cleaning provides recurring monthly revenue, while repairs and equipment replacements offer higher-margin work. Pool renovations can generate significant project-based income, and the new construction division opens doors to the most lucrative segment of the industry.

The model's strength lies in its complementary services. A pool cleaning customer who needs a pump repair is likely to trust their existing service provider. Similarly, renovation clients often continue with ongoing cleaning services, creating a virtuous cycle of customer retention and revenue growth.

Why Franchising Succeeds Where Independence Fails

The statistics Meece shares are sobering: 20% of small businesses fail within the first year, and 50% fail within five years. ASP's franchise model addresses many of the common pitfalls that doom independent businesses.

The franchise system provides what many independent operators lack: structure, systems, and support. New franchisees receive comprehensive training, ongoing business coaching, and access to proven operating procedures. Perhaps most importantly, they get something that's often impossible to find in competitive industries: peer support.

We've grown to a point now where 140 locations strong in 26 states, unless you're in South Dakota, you're probably going to be in an area close by to an existing ASP or a group of ASPs. So you'd have a peer network that's unique in our industry. It's hard to call a competitor and say, hey, what's working for you?

— Jimmie Meece, Pool Chasers Podcast

This network effect creates significant value for franchisees. Regional meetings, annual conventions, and monthly webinar town halls provide ongoing education and relationship building. Franchisees can share challenges, solutions, and best practices without worrying about helping direct competitors.

The Conversion Advantage: Transforming Existing Businesses

While many ASP franchisees start from scratch, the company also offers conversion opportunities for existing pool service businesses. This pathway recognizes that many independent operators have built successful businesses but may be ready for the next level of growth and support.

Conversion franchisees receive discounted initial fees in recognition of their existing customer base and revenue. However, the real value lies in the transformation from technician to CEO that the franchise system enables.

Maybe there's some things that you just don't see because you're stuck in the business all day long. Coming on board with us, the business coach is going to help you go from working in the business to working on the business. And that's really what we want for all of our franchise owners. We ultimately want you to be the CEO of your business and focusing on keeping the pipeline full and growing your revenue, both top and bottom.

— Jimmie Meece, Pool Chasers Podcast

This shift from working in the business to working on the business is crucial for scaling. Independent operators often get trapped in day-to-day operations, limiting their growth potential. The franchise model provides the systems, support, and accountability needed to break free from this limitation.

Additional conversion benefits include professional marketing support, enhanced vendor relationships, improved buying power, and access to proprietary platforms and tools. These advantages often more than offset the royalty fees through increased profitability and business growth.

Recession-Proof Resilience: Lessons from 2008-2009

ASP's journey through the Great Recession provides valuable insights into the pool industry's resilience. While many businesses struggled or failed during this period, ASP discovered that certain aspects of pool service are surprisingly recession-resistant.

Pool owners typically have discretionary income and prioritize maintaining their investment. Even during economic downturns, pools need regular cleaning and equipment repairs. While new construction and some renovations may decrease, the core service business remains stable.

This experience has shaped ASP's approach to business planning and risk management. The company's diversified revenue model helps franchisees weather economic uncertainties by balancing recession-sensitive services (construction, major renovations) with recession-resistant ones (cleaning, repairs).

Building Professional Standards in a Fragmented Market

One of ASP's key value propositions is bringing professionalism and structure to what has historically been a fragmented, informal industry. Many pool service markets are dominated by small, one-person operations that may lack business systems, professional marketing, or consistent service standards.

ASP franchisees benefit from standardized operating procedures, professional branding, sophisticated marketing support, and ongoing training. This professional approach often allows them to command premium pricing while building stronger customer relationships and higher retention rates.

The franchise system also provides territory protection, ensuring franchisees don't compete directly with other ASP locations. This protection, combined with the professional positioning, helps franchisees build sustainable competitive advantages in their markets.

The Path Forward: Practical Steps for Potential Franchisees

For those considering the ASP franchise opportunity, Meece emphasizes that pool industry experience isn't required. The company can teach technical skills, but they're looking for business-minded individuals with strong work ethics and growth ambitions.

The franchise development process includes market analysis to ensure territory viability. ASP evaluates factors like residential and commercial pool density to determine whether a market can support a successful franchise location.

Potential franchisees should focus on understanding the business model, evaluating their market opportunity, and honestly assessing their commitment to following proven systems while building a scalable business.

ASP's growth trajectory—from a single location in Macon, Georgia, to 140 locations across 26 states—demonstrates the power of combining entrepreneurial ambition with proven systems. For the right individuals, it offers a pathway to business ownership with significantly reduced risk compared to starting from scratch.

The pool industry's fundamental stability, combined with ASP's comprehensive support system, creates compelling opportunities for entrepreneurs ready to dive into a recession-resistant business with multiple revenue streams and strong growth potential.

Episode Chapters

• 00:00 Introduction and Guest Welcome
• 02:30 Jimmie's Journey from City Employee to Pool Business
• 08:15 The ASP Business Model and Revenue Streams
• 12:45 Franchise vs Independent Business Opportunities
• 18:20 Benefits of Converting to Franchise Model
• 25:10 Recession-Proof Aspects of Pool Business
• 30:00 Building Professional Standards in Pool Industry