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During its 20 years in business, Aston, Pa.-based Endless Pools Inc. has taken pride in its ability to deliver innovative products and services to those interested in a high-quality swim. The company manufactures specialized swimming machines that operate like “a treadmill for swimmers,” according to president James Murdock. Initially developed for the competitive swimmer, today’s pools feature an adjustable-speed swim current that allows people to swim in place, as well as relax outside the current.

“What we found was that a significant segment of our market was interested in the therapeutic benefits of exercise in water as much as they were interested in swimming,” he adds.

After realizing the concept appealed to a broader market, the company expanded its product line to cater to this larger customer base interested in the health and wellness benefits of swimming. The machines have been widely accepted, and the company celebrated its 10,000th shipment in 2007, Murdock notes.

The swimming machines are compact – 8 feet by 15 feet on average – and can be easily installed either indoors or outside. Unlike traditional pools, Murdock says, users of the Endless Pool are not required to commit extensive space in the yard or home for this product. “The original Endless Pool is a modular product, which is very important,” he adds. “It comes in pieces, so customers don’t have to worry about doorways and narrow stairs when installing the system indoors.”

For customers who already own a pool, the company offers a product called the Fastlane™ which can be added to conventional pools. The Fastlane can be mounted to the pool deck or wall. “The unit produces a smooth, adjustable current similar to swimming in a broad river,” Murdock says. “It’s very different from swimming in the narrow, turbulent jetted systems offered by our competition.”

A Bright Future
“While the pool industry is downsizing with tighter credit and higher energy costs, the market for our small, environmentally appropriate pool is growing,” Murdock says. All of the Endless Pools take up less space and use less water and energy than the conventional backyard pool. “Over the long term, this is how more and more people will enjoy swimming at home.”

A Difficult Transition
One of the biggest challenges for the company has been changing the organization from one with a flat structure where Murdock, as the founder, was instrumental in virtually every decision, to a more mature organization where individual managers take greater responsibility. “Stepping back has been hard for me,” Murdock says, “but it is essential for the organization to grow in the years ahead and face the challenges of multiple products in multiple markets.”

Murdock adds that he has had a transition plan in place since 2004, when he began hiring in earnest with succession in mind. “Finding good people is always difficult, but I wanted to bring people on who were in a position to take real responsibility away from me.”

As part of that effort, the company has established a formal training program for new employees. “What we found was that there was a great deal of detailed information about our systems and processes as well as our culture that employees would benefit from knowing early on,” according to Murdock. The company asked each of the departments to prepare an educational module to introduce each new-hire to the different areas of the business. “Our two-month program brings people up to speed quickly, brings new hires to the attention of all the managers in the organization, and gives the employee a better understanding of the opportunities of a career at Endless Pools,” Murdock explains.

In the coming years, Murdock expects to continue the development of the company as it expands into different channels with different products. “In general, we are pleased with how everything is proceeding,” he says. “[Everyone] who reports to me is much better in [his or her] specialties than how I operated as a generalist. That’s what an entrepreneur is – they’re generalists by definition. We need more specific talent and attention as we continue to grow.” 쇓