ASP - America's Swimming Pool Company
ASP Franchising, LLC
Company Information
7120 Samuel Morse Drive, Suite 300 Columbia, Maryland 21046
ASP Franchising, Inc. was incorporated under Georgia law on January 11, 2006. On June 1, 2011, Pool Water Holdings, LLC, a Georgia limited liability company was organized. Holding Company functions as a holding company, which owns ASP Franchising, Inc. Holding Company’s principal business address is 3986 Lake Street, Macon, GA 31204. On February 26, 2014, ASP Franchising, Inc. was converted to a limited liability company. Their principal business address is 3986 Lake Street, Macon, GA 31204. On October 19, 2018, Villa BidCo Inc. acquired all of the equity interests in Holding Company.
ASP Pool & Spa Co.„LLC (“ASP of Macon”), a Georgia limited liability company organized on March 1, 2002, is our former affiliaterthat became a franchise location in January 2008', Your franchise is. modeled after the swimming pool services business pperated previously by ASP of Macon. ASP of Macon, has never sold or offered a franchise for Sale in this line of business or any other line' of business. ASP of Macon is a franchisee only.
6 Ongoing Lawsuits
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Franchise Rating
Franchimp Summary Rating
8/10
Earning Transparency
10/10
Investment Accessibility
5/10
Summary of potential earnings
$829,864 / unit
Average Revenue During 2021Maintenance Services
Franchise System Development
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Distribution of ASP - America's Swimming Pool Company Franchisee
Employee Contact Database
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Summary of Investment Costs
Upfront Franchise Fees
Minimum: $62,206 Maximum: $173,736
Upfront franchise fees are the one-time payments required to secure rights to operate under an established brand, typically ranging from $20,000 to $100,000+ depending on brand value.
These fees grant access to proprietary business systems, training programs, intellectual property rights, and often territorial exclusivity—essentially purchasing the blueprint for a proven business model.
While separate from ongoing royalties, investors should evaluate these fees against expected returns, comparing fee-to-earnings ratios across opportunities and assessing how effectively franchisors reinvest these funds into system improvements.
Total Investment Costs
Minimum: $84,395 Maximum: $207,368
Ongoing Fees
Ongoing franchise fees, typically structured as royalties ranging from 4-8% of gross sales, represent the continuous payments franchisees make to maintain brand affiliation and support services.
These recurring fees fund the franchisor's operational assistance, marketing initiatives, technology updates, and continued brand development—creating a partnership where the franchisor's revenue grows alongside the franchisee's success. In addition to royalties, franchisees often contribute to national advertising funds (usually 1-3% of sales) and may incur technology fees, supply chain markups, or renewal fees depending on the franchise agreement.
Investors should carefully analyze these ongoing costs within their financial projections, as they directly impact profit margins and cash flow throughout the entire franchise relationship.
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