Hayward Holdings, Inc. (Hayward) operates as a designer, manufacturer and marketer of a broad portfolio of pool equipment and associated automation systems.
The company's engineered products, which include various energy-efficient and more environmentally sustainable offerings, enhance the pool owner’s outdoor living lifestyle while also delivering high-quality water, pleasant ambiance, and ease of use for the ultimate backyard experience. Aftermarket replacements and upgrades to higher value I...
Hayward Holdings, Inc. (Hayward) operates as a designer, manufacturer and marketer of a broad portfolio of pool equipment and associated automation systems.
The company's engineered products, which include various energy-efficient and more environmentally sustainable offerings, enhance the pool owner’s outdoor living lifestyle while also delivering high-quality water, pleasant ambiance, and ease of use for the ultimate backyard experience. Aftermarket replacements and upgrades to higher value Internet of Things (IoT) and energy-efficient models are a primary growth driver for the company's business, as historically, aftermarket sales have represented approximately 80% of net sales.
Segments
The company operates in a global pool equipment market with an installed base that it estimates to be approximately 25 million pools globally.
The company operates through two reportable segments: North America (NAM) and Europe & Rest of World (E&RW).
North America
The company’s North American business segment consists of the United States and Canada. The company has residential and commercial field-based teams selling directly to specialized pool distributors, large retailers, major builders and specialized online resellers. The U.S. trade customer shipments are fulfilled from either the company’s East Coast or West Coast distribution centers depending on the customer’s location. Canadian trade customers are served through the company’s distribution center in Oakville, Ontario.
Europe and Rest of World
The company's Europe and Rest of World business segment consists of all countries outside of the United States and Canada. Europe and Australia make up a sizable portion of this business segment. Europe and Australia have similar sales structures to the United States. Customer shipments in Europe are fulfilled through the company's France or Spain distribution centers, and Australia has its own smaller regional distribution hubs. The other more than 20 countries in this segment are predominantly served through the U.S.-based regional managers, who in turn deal through established distributors in each of the markets. Products are consolidated into containers and shipped to global locations from the United States.
Products and Services
The company delivers a growing portfolio of pool equipment that is differentiated by innovative features and high quality. The company’s broad portfolio of pool equipment and associated automation systems are connected through built-in IoT capabilities, many of which form part of the SmartPad platform of advanced IoT enabled products. The company’s products perform various core and auxiliary functions to deliver the holistic pool experience for pool owners.
Full Spectrum of Pool Equipment
The company offers a wide range of pool equipment, including single and high efficiency variable speed pumps, filters, robotic, suction and pressure cleaners, high efficiency gas heaters and heat pumps, LED illumination solutions, water features and landscape lighting, water sanitizers, salt chlorine generators, safety equipment and in-floor automated cleaning systems. The company’s products are connected through OmniLogic, its mobile application that allows its end users to conveniently manage their connected pool equipment.
The company’s more environmentally sustainable products provide increased value for pool owners through various advanced functions that help drive energy savings, minimize chemical usage and reduce water consumption. For example, the company’s large-capacity cartridge pool filters conserve up to 92% more water than standard sand filters as they do not need to be backwashed.
The company’s products cater to all types of pools, including both in-ground and above ground pools. The company’s wide range of offerings can be found in entry, mid-range and premium pools. In general, there is a base cost of pool equipment for an entry level pool, and equipment on premium pools can exceed 10 times the equipment cost of an entry level pool. Approximately 50% of the company’s net sales are derived from non-discretionary products that are essential to operating a residential or commercial pool.
Customers
The company sells its products through a variety of channels to a diverse global trade customer base. The majority of its sales are through specialty distributors, who in turn sell to thousands of pool builders and servicers. The remaining sales are directly to large retailers, pool builders, and buying groups. The company's two largest customers represented approximately 36% and 11%, respectively, of its net sales in Fiscal Year 2024.
Sales Channels
Distributors: The majority of the company's net sales come from an authorized network of regional and national distributors who service the pool trade (i.e., builders, retailers, and servicers). The company has long-standing relationships with these trade customers, and it has contractual agreements to support its continued net sales of its products through this channel. Distributors are responsible for ordering, stocking, training, delivering, and taking on credit responsibility from their trade customers. Many distributors also sell the company's products to online retailers.
Builders, Retailers, and Servicers (Direct Sales): The company sells to several major builders and retailers, which includes e-commerce customers. These customers are large in scale and are capable of managing their own demand planning and inventory. Builders and retailers who buy directly from the company typically cross geographies beyond what many wholesalers can serve.
Buying Groups: The company sells to several major buying groups, which are composed of members who are independent businesses. Buying groups receive competitive pricing and special incentives. Members can place orders with the group’s corporate headquarters or order from the company directly. The company ships directly to member locations.
In Fiscal Year 2024, approximately 77% of residential pool equipment in the United States was sold through specialty distributors, such as Pool Corporation, Heritage Pool Supply Group, and Baystate Pool Supplies. Approximately 18% was sold directly to retailers, and approximately 5% was sold to builders. In Europe, approximately 80% of sales were sold through distributors and 20% were through direct sales.
Seasonality
The company’s business is seasonal with sales typically higher in the second and fourth quarters (year ended December 2024). During the second quarter of a fiscal year, sales are higher in anticipation of the start of the summer pool season. In the fourth quarter, the company incentivizes trade customers to buy and stock up in preparation for next year’s pool season under an Early Buy program that features a price discount and extended payment terms. Shipments for the 2024 Early Buy program began in late third quarter and will continue through approximately the first quarter of 2025.
Consequently, the company typically builds inventory in the first and third quarters, and inventory is typically sold down in the second and fourth quarters. The company's accounts receivable balance increases from October to April as a result of the early-buy extended terms and remains elevated through June due to higher sales in the second quarter.
Intellectual Property
As of December 31, 2024, the company held approximately 220 issued U.S. patents and 247 issued foreign patents relating to its technologies, such as pumps, filters, heaters, drains, and white goods, robotic cleaners, in-floor cleaning systems, lights, automation and controls, sanitization, valves and flow control, and IoT and other technologies, as well as approximately 143 U.S. trademark registrations and 708 foreign trademark registrations covering its marks, brands, and products. As of December 31, 2024, the company also held approximately 39 pending U.S. patent applications, 53 pending foreign patent applications, 6 pending U.S. trademark applications, and 31 pending foreign trademark applications. The company also licenses patents to certain technologies used in its products, such as its pool cleaning and lighting products.
Research, Development and Engineering Expense
The company’s RD&E expenses included $25.8 million for the year ended December 31, 2024.
Data Privacy and Security
The company is subject to numerous the U.S. federal, state, local and foreign laws and regulations that address privacy, data protection and the collection, storing, sharing, use, transfer, disclosure and protection of certain types of data. Such regulations include state data breach notification laws, California Consumer Privacy Act (the CCPA), the European Union General Data Protection Regulation (the GDPR), Canada’s Personal Information Protection and Electronic Documents Act and Australia’s Privacy Act, amongst others.
The company has taken steps to monitor and comply with changing requirements. For example, it maintains an updated website privacy policy that explains its online information collection and use practices, and applicable rights of European Union and California residents under the European Union General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), respectively.
Environmental, Health and Safety Matters
The company’s operations are subject to various laws and governmental regulations concerning environmental, health and safety matters, including employee health and safety, in the United States and other countries. The U.S. federal environmental, health and safety regulations that apply to operations at one or more of its the United States facilities include, without limitation, regulations promulgated under the Resource Conservation and Recovery Act, the Environmental Planning and Community Right-To-Know Act, the National Pollutant Discharge Elimination System Act, the Spill Prevention, Control and Countermeasures requirements and the Comprehensive Environmental Response, Compensation and Liability Act.
The company is also subject to regulation by the Occupational Safety and Health Administration (OSHA) concerning employee health and safety matters. In addition, the company and certain of its affiliates store certain types of hazardous materials and chemicals at various locations and the storage of these items is strictly regulated by local fire codes. The company also sells UV, Ozone, Salt Chlorinator and related products that are regulated under the Federal Insecticide, Fungicide and Rodenticide Act (FIFRA), which primarily relates to testing, use, reporting, sale, distribution, licensing and market verification of these products.
Regulatory Matters
The company is subject to foreign, federal, state, and local laws and regulations relating to matters such as product labeling, weights and measures, zoning, land use, and fire codes, including regulation by the Federal Communications Commission, the Consumer Product Safety Commission, the National Fire Protection Agency, and the Federal Trade Commission. Most of these requirements govern the packaging, labeling, handling, transportation, storage, sale and use of the company’s products. In addition, the company is subject to regulation passed by the U.S. Department of Energy (the DOE) relating to the labeling, testing, reporting and certification of new and replacement pumps sold for swimming pools.
History
Hayward Holdings, Inc. was founded in 1925. The company was incorporated in 2003.