increased our revenue by increasing the size of the projects, including more involved landscaping,” says Zeik. “That is something I feel we do the best in the industry. You need good planning in place to reduce delays. We don’t scrimp on quality.” Zeik cautions that the cheapest pool finish isn’t the right way to go. “The finishing trades make a big difference, and you get what you pay for,” he says. “It’s like a house. You want to get the base and frame right and the rest follows. It took us the first 12 months to find good trades, and we’ve kept that team. I feel we have the best trades in the industry and we don’t scrimp. They’re the best from start to finish.” The company uses trades that have been in the industry for a long time. “One of our trades has been in the industry 25 years and there’s nothing he doesn’t know when it comes to a pool,” says Zeik. “Our shotcreter has been around 30 years. His dad ran the pump first. If you can get the shell of a pool or the slab of a house plumb square straight, then everything else follows suit.” “We have a tiler that came from house tiling who we taught in-house so he knows the tricks of the trade. Same with our interior finisher. Second generation.” “If you start the project well it generally finishes well,” says Zeik, “otherwise you’re making everyone else on the project’s life hard, which it shouldn’t be. People who have been in the industry for a long time have the knowledge and understanding of what the finished product needs to look like. If you surround yourself with the best trades and look after them you will get a consistently quality product.” FEBRUARY 2025
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