The Next Chapter of the River Pools and Spas Story Begins

by Marcus Sheridan

new chapter begins

As so many know, it was just 5 years ago that I was simply a “pool guy” with a failing business, scared to death my partners and I would lose our homes and everything we’d worked so hard for over the previous 8 years while in business.

It was during this time we shifted our thoughts to digital marketing, deciding to answer every question we’d ever been asked by a prospect  on our website, one article at a time. Today, I call this philosophy “They Ask, You Answer” and it’s literally at the core of every client The Sales Lion has– a mentality of “Listen, Communicate, Teach, and Help” at a level that exceeds consumer expectations and earns incredible trust in the process.

This philosophy catapulted to become the #1 trafficked swimming pool website in the world  and led me down a very different road than that of “pool guy” when, in 2012, I went full-time with The Sales Lion and began to tell/teach the River Pools story, and many others just like it from our clients, to audiences around the globe, with the sincere hope they would catch their own vision of the possibilities of the internet if they would just embrace what consumers truly want and give it to them.

Despite River Pools’ success, these last few years have been quite frustrating for me as well. You see, River Pools has always been limited by the fact that although we get traffic and leads from all over the world to our website, our service area stops with Virginia and Maryland. This means we’re throwing away millions of dollars in potential business a year that we are unable to assist, simply because we”re not a national business.

The Birth of River Fiberglass Pools

It is for this reason our company, over the last year, has quietly been taking the steps to become a manufacturer, and not just an installer, of fiberglass swimming pools. With this new side of the business, we’ll now be able to have dealers around the country and ultimately allow the brand to become what it should already be–one of the largest manufacturers of fiberglass pools in the world.

the start of a fiberglass pool

This is the moment of truth for a fiberglass pool, when the sprayed shell (that will eventually go in the ground) is separated from the “mold.”

fiberglass pool mold

The new pool is slowly lifted off the mold…

We have lift off!

We have lift off!

fibeerglass pool shell

The separation of the new shell from the mold (this is when everyone hopes the straps don’t break!)

The River Pools gang inspects the pool...while it's still hanging upside down :-)

The River Pools gang inspects the pool…while it’s still hanging upside down :-)

fiberglass pool mold

What was one unit just a few minutes ago is now two. Time to put the mold back inside and spray a new pool!

Although by no means will the national growth of River Fiberglass Pools happen overnight, it is inevitable. In the near future, our pools will be going into the backyards of homes all over North America, providing joy for kids and families for decades and decades to come.

As I play out this future in my mind and smile at the possibilities, I can’t help but to think back to those difficult days when I thought the business was over and all my worldly things would be lost.

Little did I know this thing we all call “the internet” and answering customer’s questions would change my life in such a profound way.

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{ 30 comments… read them below or add one }

Kyle Stevens May 1, 2014 at 1:11 pm


Awesome work Brother!

I am…..your first dealer. Get me some info. We are primed, ready and been waiting for this moment. The River Pools moment.

Serious as you are.



Phil Sheridan May 1, 2014 at 1:22 pm

How do I place an order for one


Bob Reed May 1, 2014 at 1:23 pm

BOOM! I was wondering when you were going to scale up.

Congrats, Marcus!!


Maneuver Up Web Design May 1, 2014 at 1:40 pm

Maybe it’s time to franchise and go national, millions of $s.


Hashim Warren May 1, 2014 at 2:44 pm

Congrats on getting to this new stage of your business. And thank you for not keeping your marketing mind to yourself


Marcus Sheridan May 2, 2014 at 9:30 am

My pleasure Hashim!! Ultimately, I just want others be possibly experience their own version of the River Pools story. :)



Ian Cleary May 1, 2014 at 3:50 pm

Hey Marcus,

It’s awesome following your journey. This is an exciting opportunity and I wish you the very best!



Marcus Sheridan May 2, 2014 at 9:29 am

And it has been great following yours as well Ian.

Thanks for the support brother!!!



Mark Mathson May 1, 2014 at 6:39 pm


Big congratulations! This is a big deal on many fronts. Way to go, to you, and your entire team.

Much success,


Marcus Sheridan May 2, 2014 at 9:29 am

Super kind of you to say Mark, exciting times! :-)


Jeremy Abel May 1, 2014 at 6:46 pm

Hi Marcus,

Congrats on how far you’ve come, and best of luck with this new opportunity!

The photos above suggest that you’re already thinking about your first piece of content for that business – “how are fiberglass pools made?” ;)

Again, congrats Marcus!



Marcus Sheridan May 2, 2014 at 9:28 am

Without question Jeremy. There will be no more Secret Sauce in the fiberglass manufactuing space!!! :-)


Steve May 1, 2014 at 8:57 pm

Great move….manufacturing is a different skill set…but that’s awesome


Marcus Sheridan May 2, 2014 at 9:28 am

Yep, certainly a different skillset my man. We’ll see how it goes. Super excited to watch it grow…and make Yale’s traffic, eventually, look small!!! ;-)



Angelina May 2, 2014 at 3:22 am

awesome..great effort.thanks for that


Mark W Schaefer May 2, 2014 at 9:10 am

Brilliant and gutsy. Way to go Marcus. This is awesome!


Marcus Sheridan May 2, 2014 at 9:26 am

Appreciate that Schaefer. I’m just grateful that as a marketer I’ll continue to have my own sandbox to play in! :-)


Kathleen Booth May 2, 2014 at 9:22 am

Wow!!!! Congratulations on this BIG move Marcus. So exciting to watch your business(es) grow and you find success with inbound marketing. It is a wonderful, inspiring story that I love watching play out for you and for others. This is why I’m so happy I do what I do. As an entrepreneur myself, it really makes a difference in people’s lives. As a wife and mother of 4 kids, I can appreciate what a wonderful feeling it must be to know that all the long hours (I know you are often found exercising in the middle of the night and writing blog posts!) and hard work you’ve put in are paying off. So very, very happy for you!!!


Marcus Sheridan May 2, 2014 at 9:26 am

You are too kind Kathleen, thank you!!! :)


Lana May 2, 2014 at 9:51 am

Wow Marcus! Congratulations, I am sure this will be a success!


Serges May 2, 2014 at 10:17 am

Your vision and the guts to take steps needed to attain your goals is astounding! My hat’s off to anyone that has been in a difficult business position and took steps in an unknown direction and succeeds, a true entrepreneur in every sense of the word.


Brent Carnduff May 2, 2014 at 10:40 am

Congratulations Marcus and River Pools and Spa!


Jossif May 2, 2014 at 10:45 am

Some great news! Congrats and keep on working hard! ;)


Monica Bussolati May 2, 2014 at 11:13 am

Wow, that’s big. May your big move pay off big.



James Hahn II May 2, 2014 at 2:07 pm

“I’m a hustler homie, you a customer crony.
Got some dirt on my shoulder; could you brush it off for me?”

Brush ya shoulder off, Marcus! Makin’ moves, never movies!



Marcus Sheridan May 5, 2014 at 9:27 am

Hahahaha, that was awesome bud! And hope your move went well!! :)


Ashley May 2, 2014 at 8:22 pm

Marcus Jim and Jason.

So proud and happy for you. What an adventure. If you ever need any help free advice or assistance of any kind, I know a few people who would love to help and also know a thing or two about the fiberglass pool manufacturing and distribution business.


Marcus Sheridan May 5, 2014 at 9:26 am

Ashley, my old friend, it brings me a smile to read your comment. You’re a good cat and it’s a shame not all manufacturers know how to treat people as you do bud.

I’m sure I’ll be in touch.



Adrian clegg May 4, 2014 at 9:39 am

And congratulations as well from good ole RSA.


Marcus Sheridan May 5, 2014 at 9:25 am

Thanks Adrian!!


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