United Aqua Group

  • Serving the Pool Industry

    Since 1963

  • Serving the Pool Industry

    Since 1963

    Ingram JM POOL SERVICES, Senioa, GA
  • Serving the Pool Industry

    Since 1963

    FIREMASTER, Evansville, IN
  • Serving the Pool Industry

    Since 1963

    Westport Pools, Maryland Heights, MO

UAG's Mission

To enhance the wealth and expertise of every owner, while providing the most compelling buying experience in the pool and spa industry.

More than a buying group

Founded in 1963, United Aqua Group is a collaborative of residential and commercial swimming pool and spa builders, retailers and service companies who have banded together to form the nation’s largest and most prestigious buying group.

But, the benefits don’t stop there. Each member of UAG is an owner in the company, automatically building wealth with every purchase. Plus, UAG provides educational and networking opportunities aimed at enhancing the knowledge and expertise of every Owner.

Our ProfessionalsWho We Serve

UAG proudly serves the needs of pool professionals throughout the nation. Our more than 300 member companies represent the best of the best in the following residential and commercial categories.
Retailers & Installers

60 Years of Excellence

Aquatech started as a small collective of luxury pool builders. This alliance facilitated the exchange of ideas and expertise, and enabled owners to achieve cost savings by purchasing as a group, these benefits that have carried on to this day. In March of 2013, Aquatech created a new entity, United Aqua Group, to serve as the corporate parent for its three professional ownership brands: Aquatech for residential construction and service, AquaValue for retail, and AquaCommercial for commercial construction and service.

Today, the United Aqua Group is widely recognized as the most prestigious professional ownership organization in the pool and spa industry.

Leadership Team

Craig Goodson


Len Fainer

VP of Operations

Lee Rincon


George Zorbas

President of UAG Holdings

Kyle Erwin

VP of Sales

Danielle Seales

Director of Customer Operations

April Dionne

Owner Care Supervisor

Shaina Wan

Manager of Strategic Vendor Partnerships

UAG Gives Back

Each year, UAG donates a significant amount of money to help people and causes close to the pool and spa industry in the form of charitable donations, scholarships, and the UAG foundation.

Scholarship Fund

The UAG Scholarship was established in 2005 to honor the memory of former Chairman, A.J. Bud Weisbrod. Each year, numerous scholarships are awarded to eligible owner employees or dependents that seek to further their education in college or professional development.

UAG Foundation

The UAG Foundation strives to support the needs of owners experiencing tragedy as well as better the global community.

We have assisted owners who lost homes during floods, given to owner charities, and rolled up our sleeves to help in a myriad of
community centers.


You gain ownership in UAG by accruing stock via annual vendor rebates (which are calculated based upon your purchases). Best of all, our financial stability has yielded consistent growth and strong returns since our inception in 1963. We want you to literally take stock in our collective success!

Simply log-on to UAG’s owners-only eCommerce site and browse thousands of products from our hundreds of vendor partners, add your selections to your cart and checkout. You can even upload an order from a spreadsheet.

Yes. As a UAG owner, you – not your distributor – earn and keep lucrative manufacturer rebate dollars. Annually, UAG awards millions of dollars in rebates to our owners that are issued in the form of UAG shares of stock, which enables you to grow your equity quickly. In addition, UAG provides extra savings through our Aqua Rewards Program (ARP).

Because orders are shipped directly to owners from UAG’s vendor partners, you should have enough space to receive and store the products you will buy but not immediately use.

The UAG Aqua Rewards Program (ARP) allows owners to earn an average of 3% back on most purchases. ARP points can be used for travel reimbursement for our annual conference and educational events, as well as other purposes.

United Aqua Group has alliances with about 300 suppliers, most of which you know and trust such as Hayward, Pentair, Fluidra, Waterway, BioGuard, Sigura (Lonza), and HC Harrington. We offer access to 350,000+ items – including virtually everything you would buy at distribution – all at the low prices you would expect from the power of group purchasing.

With exclusive owner-only discounts from UAG’s BizUnite Services, you can enjoy substantial discounts on business-critical products and services like credit card processing, office supplies, computers, payroll services, overnight delivery, health and business insurance, 401K retirement programs, GPS tracking, time sheet management, fleet fuel programs and more.

No! Your relationships with manufacturers’ representatives that you have grown to depend on for product knowledge, warranty and promotional opportunities will not change. Because United Aqua Group is a powerful force in the industry, our vendors deeply value their partnerships with us.

When you become a member of UAG, you also become an owner. The annual UAG Conference is an opportunity to learn, provide feedback, network and celebrate the success of your organization with your fellow owners. Like your own individual business, UAG is your company. This private conference is an opportunity to learn about UAG’s new initiatives and financial performance, and to meet the UAG team. You will also cast your vote for candidates for our Board of Directors. Plus, this is the week where the industry comes to you, with our vendor tradeshow. Finally, we present insightful guest speakers, and host numerous educational and recreational activities.

UAG’s owners are carefully selected. This selectivity has enabled us to attract and retain financially stable industry veterans, and foster year-over-year growth. Our ownership base is also very diverse, which has enabled the organization to mitigate market downturns and remain profitable even through tough economic times. Since its inception, UAG has leveraged proven organizational policies, conservative investment strategies and strong financial oversight to ensure stability and long-term success.

Craig Goodson


Craig is a 25-year veteran of the swimming pool industry with experience ranging from retail, construction, service, territory sales management, regional sales, national sales management, distribution and manufacturing. He believes the key to being successful is building long lasting relationship with honesty, sincerity, and above all, trust.

Craig has been married to his wife Carrie for 23 years with 3 boys — Bradey (A sophomore at the University of Alabama), Connor (HS Junior) and Riley (7th Grader). Craig enjoys running, golfing and watching Alabama football with family and friends.

Len Fainer

Vice President of Operations

Len is based in Las Vegas and has a passion for building strong operational processes while delivering best-in-class user experiences. Len strives to build practices across the organization that exceed expectations and deliver positive experiences throughout all aspects of the company. Len has an extensive background in leading and building Product Management, UX and Operations practices. Len has been living in Vegas since 2013 with his wife and two daughters. He enjoys time outdoors mountain biking, hiking, and snowboarding.

George Zorbas

President of UAG Holdings

From nearly two decades of prior investment banking and hedge fund position, Mr. Zorbas brings significant corporate finance expertise to the UAG executive team including raising debt and equity capital, evaluating and managing investments, and executing M&A transactions. At UAG, Mr. Zorbas is responsible for actively managing the diversified corporate treasury.

Originally from Phoenix, Mr. Zorbas now lives in Las Vegas with his wife and two young boys. He enjoys sports, traveling and spending time outdoors with his family.

Kyle Erwin

Director of Sales, Southeast

A ten-year veteran in the pool industry, Kyle is in charge of recruitment and sales in the South/Southeastern part of the country at UAG. His focus is to grow the membership and work with existing members so their businesses are able to fully take advantage of everything United Aqua Group has to offer.

With his wife and three kids, Kyle enjoys the warm weather in the Southeast and loves to cook. Additionally, he loves sports and follows the University of Kentucky athletics in basketball and football.