This years’ Service Industry News survey revealed an interesting trend: Pool and spa small business owners have raised their average monthly prices. About 67 of service pros responding to our 2025 Service Industry News survey reported increasing their prices by about 9 percent.

Ongoing inflation accounts for a lot of this. The Consumer Price Index, a key measure of inflation, increased from 2024 to 2025. According to the Bureau of Labor Statistics, the CPI for all urban consumers rose 3 percent from January 2024 to January 2025. This indicates that, on average, the cost of goods and services has risen, impacting most businesses operating costs.

But the Consumer Price Index doesn’t account for the unique costs of running a pool service business, which involves specialized chemicals, equipment, and skilled labor, and all of which have experienced a different inflation rate than the general economy.

Chlorine costs and other pool chemicals have experienced significant price increases due to a variety of factors such as supply chain disruptions and production issues.

Like many skilled trades, the pool industry is facing labor shortages, and it has been necessary to increase wages to attract and retain qualified technicians.

Equipment and material prices have also risen, driven by shortages and increased demand.

All of these factors add up, and while some small businesses may have absorbed some of these incremental price increases in the past, it is becoming increasingly difficult to do that, and it may have been necessary to implement larger increases to catch up.

For all of these reasons, as we head into the 2025 swim season, you may be ready to raise your prices. But even as small business owners realize the necessity of raising prices, they may feel hesitant for fear of turning off customers. But it is possible to raise your prices and keep your customers.

Here’s how to write a winning price increase letter.

1. Prepare: Calculate your price increase percentage based on your cost analysis. You can use an Inflation Impact Calculator from National Pool Partners.

2. Structure Your Letter: Start with a Polite Greeting: Address the customer by name and express gratitude for their business.

State the Purpose of the Letter Clearly: Inform them about the upcoming price adjustment.

Explain the Reason for the Increase: Be transparent about why the price increase is necessary, mentioning factors like rising costs of chemicals, labor, or fuel.

Specify the New Pricing: Clearly state the new price for their specific service and when it will take effect.

Highlight the Value You Provide: Remind customers of the benefits they receive from your service and how the price increase helps you maintain or enhance that value.

Offer Support and Communication: Provide contact information and encourage them to reach out with any questions or concerns.

End with a Professional Closing: Thank them for their understanding and continued support.

3. Key Content Elements: Transparency: Be honest and upfront about the reasons for the price increase.

Justification: Explain how the price increase allows you to continue providing high-quality service and invest in the business.

Value Proposition: Reiterate the benefits of your service and why you are the best choice for their needs.

Clarity and Simplicity: Avoid jargon and complex language, making the letter easy to understand.

Personalization: Address each customer by name and mention their specific service if possible.

Call to Action: Encourage them to contact you if they have questions or concerns.

4. Delivery Methods: Email: Email is often the most common and efficient way to send price increase letters.

Mail: For some customers, a physical letter might be preferred.

Other Methods: Consider using in-app notifications if you have a customer portal or app.

5. After Sending the Letter: Be Prepared to Respond to Feedback: Have a plan for addressing customer inquiries and concerns.

Monitor Customer Retention: Track how the price increase affects customer retention and adjust your strategy.

Continue Providing Excellent Service: Deliver the quality service your customers expect and justify the price increase.

This Issue of Service Industry News is part 2 of our 3-part summer survey, and it focuses on repair prices.

In our June 1 edition of Service Industry News, we provided the results of a survey made available to thousands of service professionals across the country concerning monthly billing practices.

But we also want to know how you price your repairs, installation, and seasonal work, which is the focus of this issue.

For example, what do you charge to install a heater? What do you charge to chemically start up a freshly built pool? And for those in regions that experience appreciable winters, what do you charge to open and close pools for the season?

These questions and more were answered by the generous pool service professionals who responded to our 2025 labor survey.

Much thanks to all who took part, making it possible for the industry to get an idea of today’s regional trends.