reinforced PVC Membranes (w/ Tony Jordan and Jeremy Heersink)

The Pool Surface Revolution You've Never Heard Of

While North American pool builders and homeowners debate the merits of plaster, vinyl liners, and fiberglass, there's a fourth option that's been quietly dominating European markets for decades. Reinforced PVC membranes represent a pool surface category that combines the best aspects of traditional options while addressing many of their shortcomings. If you've ever wondered why Olympic pools feel so smooth and durable, you've likely experienced this technology firsthand.

In a recent episode of the Rule Your Pool podcast, host Eric Knight sat down with Tony Jordan from Renolit and Jeremy Heersink from CGT (Canadian General Tower) to discuss this game-changing technology. What makes this conversation particularly interesting is that these industry experts represent competing companies who've joined forces to educate the North American market about reinforced PVC membranes.

What Makes Reinforced PVC Membranes Different

To understand the significance of reinforced PVC membranes, it's essential to grasp how they differ from traditional vinyl liners. Most pool professionals are familiar with standard vinyl liners, which typically measure 20-30 mils in thickness (thousandths of an inch). These liners serve their purpose but have inherent limitations in durability and longevity.

Reinforced PVC membranes take a completely different approach to construction and performance:

For the most part, both commercial and residential material, a 60 mil or 60 thousandths of an inch. It is composed of multiple layers, primarily a 30 mil PVC layer in the bottom, a reinforced fabric scrim, and then another 30 mil layer, all laminated or sandwiched together to provide a extremely strong, dimensionally stable product.

— Tony Jordan, Rule Your Pool Podcast

This multi-layer construction provides twice the thickness of traditional vinyl liners while incorporating a fabric reinforcement layer that dramatically improves dimensional stability and tear resistance. The result is a surface that feels solid underfoot while maintaining the smooth, non-abrasive qualities that swimmers love.

The European Success Story

Perhaps the most compelling argument for reinforced PVC membranes comes from their track record in European markets. While North American pool builders are just beginning to explore this technology, Europeans have been perfecting its application for over four decades.

The numbers tell a remarkable story of market adoption:

I would completely agree with what Jeremy is saying. And it varies by country. France, for example, France might be 80 to 90% reinforced PVC, whereas Spain might be 40 to 50, heavy on the tiles, actual tiles. Gorgeous. And Germany and Italy might be around that 50 to 70% range. So it might average 50 to 60.

— Tony Jordan, Rule Your Pool Podcast

This widespread adoption didn't happen overnight. Initially, reinforced PVC membranes gained popularity as a renovation solution for aging concrete and tile pools. However, as the technology proved its worth and design options expanded, new construction increasingly incorporated these systems from the ground up.

The European experience provides valuable insights for North American adoption. These markets face similar challenges to those in northern U.S. states and Canada, including harsh freeze-thaw cycles, yet reinforced PVC membranes have proven their durability across diverse climate conditions.

Breaking Into the North American Market

Despite their success in Europe, reinforced PVC membranes remain largely unknown in North American residential markets. This knowledge gap represents both a challenge and an opportunity for pool professionals looking to differentiate their services and offer innovative solutions to clients.

Jeremy Heersink explains the motivation behind their educational efforts:

We were trying to figure out how we could better educate the marketplace in North America specifically... we could create some education behind our reinforced PVC membrane systems, a system that, you know, along with Renolit, we've been doing for quite some time, but it hasn't really caught on in North America.

— Jeremy Heersink, Rule Your Pool Podcast

The key to market adoption lies in education and hands-on experience. Many pool professionals and homeowners need to see and feel the difference to understand the value proposition. This tactile experience often serves as the turning point in decision-making, as the quality and durability become immediately apparent upon inspection.

For vinyl liner contractors, reinforced PVC membranes represent a natural evolution of their existing skill set. The installation techniques share similarities with traditional liner installation, but the enhanced material properties allow for more complex designs and longer-lasting results.

Practical Applications and Installation Considerations

Reinforced PVC membranes excel in both new construction and renovation applications. Their versatility makes them particularly attractive for complex pool shapes and designs that might challenge other surface materials.

The installation process requires specialized knowledge and techniques, which is why comprehensive training becomes crucial for contractors looking to add this service to their offerings. Unlike traditional surfaces that might require extensive structural modifications, reinforced PVC membranes can often be installed over existing substrates with proper preparation.

Key installation considerations include:

• Proper substrate preparation and smoothing
• Precise measuring and cutting techniques
• Specialized welding equipment for seam joining
• Understanding thermal expansion properties
• Proper anchoring and securing methods

The membrane's construction allows it to handle thermal expansion and contraction cycles that would challenge rigid surfaces. This flexibility proves particularly valuable in climates with significant temperature variations, explaining its success in European markets with harsh winters.

The Business Case for Pool Professionals

For pool contractors and service professionals, reinforced PVC membranes represent a significant business opportunity. The technology offers several competitive advantages:

Differentiation: Few North American contractors currently offer this technology, providing early adopters with a unique market position.

Durability: The enhanced longevity can justify premium pricing while reducing warranty concerns and callback services.

Versatility: The system works for both new construction and renovations, expanding potential project opportunities.

Client Satisfaction: The smooth, comfortable surface and extensive design options typically result in highly satisfied customers who become strong referral sources.

The learning curve for existing vinyl liner contractors is manageable, as many fundamental skills transfer directly. However, the specialized techniques and equipment requirements make proper training essential for successful implementation.

Looking Forward: The Future of Pool Surfaces

As the North American pool industry continues to evolve, reinforced PVC membranes are positioned to capture significant market share. The combination of proven European performance, enhanced durability, and design flexibility addresses many current market demands.

The collaborative approach taken by companies like Renolit and CGT demonstrates the industry's commitment to education over competition when it comes to advancing technology adoption. This cooperation benefits everyone in the supply chain, from manufacturers to contractors to end users.

For pool professionals considering this technology, the opportunity exists to get ahead of the curve. As more contractors become trained and market awareness grows, early adopters will have established themselves as experts in this emerging category.

The European experience suggests that once contractors and homeowners experience the benefits of reinforced PVC membranes, adoption accelerates rapidly. North America appears to be at the beginning of this adoption curve, making now an ideal time for forward-thinking professionals to invest in training and equipment.

As Eric Knight noted during the podcast, this represents a genuine new category rather than an incremental improvement to existing technologies. For an industry that values innovation and differentiation, reinforced PVC membranes offer both in abundance.

Episode Chapters

• 00:00 Introduction and Watershape University Event Recap
• 05:30 Guest Introductions: Tony Jordan (Renolit) and Jeremy Heersink (CGT)
• 12:00 What Are Reinforced PVC Membranes?
• 18:15 European Market Success and Adoption Rates
• 25:30 North American Market Opportunity and Education Efforts
• 32:45 Installation Techniques and Thermal Properties
• 40:00 Business Benefits for Pool Contractors
• 45:30 Upcoming Workshop at Atlantic City Show