A Q&A with Karen Larson, co-founder of Soake Pools
1. The plunge pool market has experienced significant growth over the past few years. From your perspective at Soake Pools, what does the current market landscape look like, and are you seeing increased demand from residential homeowners and home builders?
Plunge pools are being incorporated as a greater design element rather than just a luxury wellness add-on. Real thought goes into the design, styling and customization of these pools to make them the focal point of the backyard. Homeowners see it as an amenity meant for relaxing, congregating and socializing, and want to create their own hub of entertainment. The great thing about plunge pools is that, unlike traditional pools, they don’t take up much space. The petite size offerings allow for more green space in the backyard, which homeowners appreciate as the installation disturbs less of the earth and creates more room for relaxing or playing. From a maintenance perspective, plunge pools that can be used year-round consume less water and energy than a standard size swimming pool, making them more economical and sustainable.
2. Cold plunge therapy has become a major wellness trend, with athletes and health enthusiasts increasingly investing in at-homecold waterimmersion. What do you attribute to this surge in popularity, and how has it influenced Soake Pools’ product development strategy?
The rise in cold plunge popularity definitely started with serious athletes, but has widespread appeal based on the variety of ways one can cold plunge. Some enthusiasts cold plunge in rivers and oceans, while others use inexpensive barrels or tubs. The Soake Cold Plunge is for the client who wants the benefits of cold plunging combined with private backyard access and a beautiful design.
The benefits of hydrotherapy have been a big factor in cold plunge pools evolving into true health tools. People are understanding that hydrotherapy means more than just being in water. Using resistance bands, ballet bars, or whatever you choose can create static workout routines that impact how homeowners achieve certain health goals. These are easy ways to weave the pool into your wellness routine rather than just using it for gathering. Plunge pools are particularly great for older demographics, offering a rehabilitation unit for physical therapy. The surge in popularity has made it possible to offer an expensive, high end and permanent cold plunge tub in what is still a relatively small market.
3. Beyond the wellness angle, what other factors do you think are driving homeowners to consider plunge pools as part of their outdoor living spaces – whether that’s space constraints, design aesthetics, or something else entirely?
As more homeowners embrace holistic self-care practices, we’re seeing them integrate spa-like amenities like luxury cold plunge pools into their outdoor spaces in an effort to prioritize their personal health and wellbeing. Having easy access to a body of water helps homeowners stay in shape and soothe their skin all at the same time. (*Refer to response for question 1 for additional information about how plunge pools help save space and provide more room for landscaping and/or additional outdoor amenities).
4. Can you walk us through the range of plunge pool options Soake Pools offers? What are the key differences in terms of size, materials, temperature control capabilities, and price points?
Soake Pools offers a full plunge (13’x7’), medium plunge (10’x6’), petite plunge (8’9’x5’), square plunge (7’x7’) and the cold plunge (4’x’4). Our most popular size is the full plunge pool, as it offers maximum space and water volume while still being compact enough for efficiency and easy maintenance.
All our pools are made using custom-designed steel forms and rebar-reinforced concrete molds. At our facility in New Hampshire, skilled tile artisans hand-tile each plunge pool and homeowners can choose from standard or premium tiles, as well as custom mosaic tiles. The tiling is chosen in advance to specifically align with the materials that will be used on the outside of the pool. Our pools have a feature that allows the temperature to be controlled from an app on your smartphone, allowing the pool to heat up in a matter of minutes. Chillers can be added if faster cooling is desired. (Chillers are included for all cold plunge purchases).
Cold plunge options range from rubber barrels at approximately $1,000 to hand-tiled, concrete cold plunge tubs that are approximately $27,000 for the product itself, not including installation. To get your Soake Pools plunge pool up and running, you’ll need to hire an excavator, plumber and an electrician and usually a stone mason for finish details. Also, depending on the weight of the pool and your choice of in-ground offerings, hiring a crane operator and a team to dig a hole are two additional likely costs for the install.
5. We know that customization is important to homeowners. How much flexibility do you provide in terms of design, installation options, and integration with existing outdoor spaces or smart home systems?
Homeowners want something to reflect their personal style, especially if they are going to use it frequently. The goal is for our pools to easily harmonize with whatever aesthetic the homeowner envisions for their space. We offer a mix of over 50 premium tile options, in addition to custom mosaic options in partnership with Artaic, so that customers can select what tiles best suit their taste. A big part of our customization process are the design collections we’ve curated. Last year, we launched the Gala Magriñá collection – two curated wellness-centric designs available with the etched mantra ‘BE HERE NOW’ – and the Check + Stripe collection in 11 colorways that was designed to add a bold, playful energy to the pool. This is great for homeowners who were inspired by maximalist interior design trends.
Beyond the tile customization, clients determine where they would like seating (and what specific configuration) as well as where they would like their plumbing ports located. Between the structural and aesthetic customizing, there truly are plenty of options without being overwhelming.
6. For US homebuilders specifically, what are the main considerations when incorporating plunge pools into new construction or renovation projects – whether that’s electrical requirements, plumbing, space planning, or permitting?
The main factor to consider first is delivery. We always verify site access first and confirm if the pool can be delivered to the space on a book truck or if it will need a crane lift. The next step is to apply for the proper permits to ensure the project is approved by the town before breaking ground. Permits vary per township, and a town code officer can advise regarding barrier requirements. Also, make sure the gas or propane can support the heater’s BTU requirements.
7. What are some of the hot topics and emerging trends you’re seeing in the plunge pool industry right now? Are there innovations in heating/cooling technology, materials, or wellness features that are reshaping the market?
I’m seeing a trend of the outside reflecting the inside. More people want to put as much attention to the design of their outdoor space in the same way they do with the interior of their home. There’s a bigger focus on tying the two spaces together, so it’s cohesive. Customization is crucial to making a space feel like your own. I’ve noticed people are doing more waterline tiles to add an aesthetically pleasing design element to the pool and I’m seeing more deep, earthly green hues and blue hues. Wellness is always a factor in the plunge pool industry. If someone is trying to have their gym workout and spa day in one, they look to a plunge pool to turn their backyard into their own private health circuit.
8. Maintenance and water quality management can be a concern for pool owners. How does Soake Pools approach this, and what kind of support or guidance do you provide to customers to keep their plunge pools in optimal condition?
To start, we make the installation process as easy as possible. Our pools are prefabricated and fully finished before they arrive on site at our customers’ homes. We are super hands-on and communicate regularly with all our customers, whether they are local or not. We meet with local clients in person, and for clients who are not in areas where we have representatives on the ground, we meet over Zoom to help them understand.
Regarding maintenance, we provide a lesson to each customer and teach them how to test and maintain their clean water, when to bring a pool service company in, and what routine maintenance they should plan on. We provide ongoing support to all customers over email or phone as needed.
9. Sustainability and energy efficiency are increasingly important to homeowners. How does Soake Pools address environmental concerns, whether through energy-efficient heating systems, water conservation features, or eco-friendly materials?
We use porcelain tile, and 100 percent of the scraps are recycled at our facility, so there is no waste. The tile scraps are ground up and used for pavers at another local factory. To lower the impact of transport, we can send two pools on one truck. Many of our landscape partners use salvaged stones that are then repurposed on the exterior and coping of all four sizes of our plunge pools and cold plunge. The small nature of the pools provides eco-friendly energy efficiency, bolstered by saltwater filtration and a variable speed pump, which allows them to be used all year round. The equipment is energy efficient so there is less electricity used to run the pumps, and less resources are needed to heat the pool.
10. Looking ahead, where do you see the plunge pool market heading in the next three to five years, and how is Soake Pools positioning itself to meet evolving consumer demands and preferences?
In the next few years, I see a big focus on offering more fun, edgy tile options. At its core, a pool blends in with nature. In the future, I see pools being seen as more of a design element that is viewed as a functional, standalone piece. As a company, we’re already taking note of what other outdoor living brands are doing and using that as a guide for where we should go in the future. We want to keep offering bold, colorful options for those who are more drawn to it; however, we’re also always committed to earthy, natural palettes that blend with the surrounding landscape.
www.soakepools.com
Karen and Brian Larson, Co-Founders of Soake® Pools, created the company from the ground up in 2014, deeming them the first company to offer hand-tiled precast concrete plunge pools for the home. Today, Soake Pools is the leading prefabricated plunge pool manufacturer in North America, designing luxury, space-saving pools for year-round use and enjoyment. Each Soake Pools plunge pool is made to order in New England using state-of-the-art tiles and proprietary concrete, entirely customizable, delivered pre-built and ready to install.