Clarkson Pools, the family-owned commercial and residential Jacksonville pool builder, has unveiled a major rebranding initiative as it gears up to celebrate its 35th anniversary in 2025. Comment by Robert Asendorf: It’s not a 3rd generation company. The Clarkson family has been building pools in Jax for 3 generations, but PBJC/CP is only a 2 generation company. So we need to rework this a little.
Formerly known as “Pools by John Clarkson,” the company embraced a new identity with a name change to “Clarkson Pools” along with a modernized logo. This total brand refresh also included an updated website, new collateral and a corporate office and design center expansion.
The updates work to underscore the company’s commitment to customer service, quality and innovation in pool construction and outdoor living in Northeast Florida for over three-and-a-half decades. Comment by Robert Asendorf: Reminding audience we are still family owned and operated; simply a nod to our past 35 years and look to the next 35 years
Clarkson Pools has been family-owned and -operated for 35-years and will remain so as it moves forward under the new name. The company will hold a celebration for employees in late 2024, followed by a full year of events and special promotions for customers and vendors throughout 2025.
“We are extremely proud of our legacy as one of Jacksonville’s most innovative and trusted pool construction companies for 35 years,” said Jordan Clarkson, Clarkson Pools president. “We are also excited about the next chapter of our journey, having evolved over that time into a full-service outdoor living provider. We want to use all of 2025 as a way to express our deep appreciation for our thousands of customers, vendors and associates while also showcasing them all of the incredible ways we have continued to grow.”. Comment by Robert Asendorf: Innovative and trusted
Since its inception, Clarkson Pools has been synonymous with quality craftsmanship and unparalleled service. The company’s dedication to “Clarkson Quality” permeates every aspect of its work, from design and construction to maintenance and repair.
Founded in 1989 by John Clarkson, Clarkson Pools is a pioneer in the pool industry. Clarkson’s passion for pool construction initially began in the 1960s, working for his father in the family’s pool business. By the 1970s and 1980s, he was managing the business, and in 1989, he launched Pools by John Clarkson with a mission to provide exceptional customer experiences through innovative design and superior craftsmanship.
In the 1990s Clarkson attended the inaugural Genesis 3 design school where he honed modern design principles for creating one-of-a-kind pools integrating unique water features, innovative construction methods and high-quality materials. Today, Clarkson Pools still upholds its design philosophy through its Design Consultant Training Program, ensuring the continuing evolution of knowledge and skills to deliver top-tier pools in form, function and final product.
In 1996, the company joined Aquatech. This partnership provided direct relationships with equipment manufacturers and material suppliers, enhancing access and control over pool products beyond typical distribution channels.
In keeping with its commitment to evolving, in 2010, the company launched its Pool Care Division to provide consistent and exceptional experiences beyond pool construction. This included the introduction of weekly maintenance, repair services and pool renovations, ensuring Clarkson Quality at every step of the pool ownership journey.
In 2017, Clarkson Pools formally established its Outdoor Living Division. This division focuses on creating beautiful outdoor environments for backyard entertainment, including outdoor kitchens, living spaces, fireplaces, cabanas and pergolas, redefining the Florida lifestyle.
“We recognized our customers’ desire to maximize their Florida backyard experiences with ever more comprehensive spaces that seamlessly transition indoor and outdoor spaces,” said Jordan Clarkson. “Today, it’s no longer just about a ‘dream pool.’ It’s about a ‘dream backyard’ and that’s what we deliver.
As an integral part of the Northeast Florida community, Clarkson Pools has left an indelible mark on the local pool industry. The Clarkson Pools Family Giving Program was created as a way to support the deserving causes that are directly related to the employees, their families and the local communities the company has served for more than three decades.
As Clarkson Pools celebrates its 35th anniversary, the company will host a series of events and special promotions throughout 2025, including an open house for its recently expanded Design Center, 600 St. Johns Bluff Road N., Jacksonville.
For more information, go to clarksonpools.com, call 904-223-4050 or email info@clarksonpools.com.
