One-On-One With KEITH ZARS

Pool Magazine goes head to head with veteran award-winning pool builder, Keith Zars.

BY JOE TRUSTY PHOTOS: JIMI SMITH PHOTOGRAPHY

For Keith Zars, building pools is in the blood. The veteran pool builder has been a fixture in the San Antonio market for a generation and has established his firm as one of the leading pool construction companies in the industry. Consequently, the award-winning pool firm that bears his name, Keith Zars Pools, has remained a constant for highquality pool construction in the Alamo City.

Recently, we had the chance to catch up with Keith Zars on the Pool Magazine podcast. We took the opportunity to discuss what’s made them so successful and take a look at one of their latest beautiful backyard custom pool projects which has already begun turning heads on social media.

PM (Pool Magazine): Keith, your business has been going strong in the San Antonio market since 1985, is that right?

K Z (Keith Zars): Yes, exactly. Well, it wasn’t that strong in 85, but it is now.

PM: What first inspired you to start your pool company and how’d you get going?

KZ: I’ve been in the business since I was like ten years old. My mom started a pool company, Gary Pools, and I worked there until ‘85. So I’ve been in the industry a while.

PM: You’ve had your share of obstacles over the years, establishing yourself as one of the top builders in your local area. What would you say are some of the biggest challenges you faced as a business owner in the pool industry?

KZ: I’d say my biggest challenge right now is hiring people with the same company culture that we have now. Trying to indoctrinate them is difficult, especially as you hire in the upper end, which is what I’m trying to do at this point. At 78 years old, I’m trying to pass the torch as much as possible.

PM: What is it you’re looking for, people who have the right heart condition or people who have the right experience?

KZ: Yeah, experience is always good, but I’ve got three full-time landscape architects on staff and they do most of the actual design. I’d say what’s more important is if they have a positive attitude and willingness to help others. It’s a team sport. We’re basically looking for people that have great sales ability.

PM: Certainly pool design has changed since you first started in 1985. How does your firm stay up to date with the latest design trends and technological advancements?

KZ: I actually try to go outside the industry. I’m always looking at home magazines and things of that nature style. Looking at what new home-building styles are emerging. Of course, you look at pools that are being built, too, but I’d say I probably get more inspiration from others than the pool industry itself.

I would say traveling isn’t bad because you get to see how things are built in different parts of the country. But your various magazines that represent a lifestyle, I would say, are probably what I probably look at the most as it equates to what inspires my design process.

PM: You’ve been very successful at establishing Keith Zars as the premier name in the San Antonio market. What advice would you give to someone who’s just starting a pool business going in 2023?

KZ: Narrow your focus to a certain type of market and product. Especially when you start. You can’t be everything to everybody so you need to figure out what your strengths are. That’s important - knowing what your personal strengths are, what you’re selling, and how you’re presenting yourself.

I’ve also found that it’s hard to grow by more than about 10% a year because of cash flow and things of that nature. You don’t want to stretch yourself too thin, and you got to keep control of what’s happening each year.