About Us

Our Story

A Network Built To Move Pool & Spa Businesses Forward

Since 1963, United Aqua Group has evolved from a traditional buying group into a strategic membership organization – combining purchasing power, business expertise, and trusted partnerships to help independent companies strengthen and scale.

The value

More Than Purchasing Power

UAG is built to deliver more than buying advantages.

Our membership is made up of independently owned companies that are aligned around shared standards of quality, professionalism, and long-term success. This alignment creates a level of collaboration and trust that extends far beyond traditional group purchasing models.

Members gain access to programs, partnerships, and a community designed to support how they operate, compete, and grow.

272

Builders

Across Commercial + Residential

118

Retailers & Service Providers

Spanning eCommerce, physical locations, and maintenance

390+

Member Companies

Nationwide presence

The Advantage

Built for the Future

As the pool and spa market continues to evolve, UAG continues to invest in the partnerships, infrastructure, and innovation that help members stay competitive.

This forward-looking approach has positioned UAG as one of the most established and respected organizations serving the pool and spa profession today.

Leadership Focused on Long-Term Value

The UAG leadership team brings together expertise across operations, finance, sales, technology, strategy, and member support – creating a balanced approach to strengthening the organization and the businesses it serves.

Craig Goodson

President & CEO

Len Fainer

Vice President

Kyle Erwin

Vice President of Sales

Sherry Ramsey

Vice President of Finance

Cindy MacLean

Director of Development Operations

What Sets Us Apart

Driven by Experience. Connected by Collaboration.

At its core, UAG is driven by a collaborative culture rooted in trusted relationships and shared success.

Expertise

Knowledge spanning purchasing, operations, finance, marketing, strategy, and member support

Support

A team focused on helping members navigate challenges and identify opportunities for growth

Collaboration

A network built on shared ideas, peer connection, and long-term relationships

Innovation

A forward-looking approach centered on improvement, efficiency, and sustained value

Leadership Focused on Long-Term Value

Beyond supporting member businesses, UAG is committed to strengthening the future of the pool and spa profession through educational and philanthropic initiatives.

Through the UAG Foundation and UAG Scholarship Programs, the organization supports workforce development, future professionals, and communities across the trade.

Connect With UAG

For companies looking to operate more strategically and connect with a network of industry leaders, UAG offers a different approach.