Welcome to Poolaroo!
Hi! I'm Roy. I started in the pool supplies industry more than 15 years ago as a web developer at a pool supplies website, gradually shifting into a marketing/tech hybrid role before becoming CMO. In about two years, we'd doubled revenue and were acquired by the largest pool supplies retail chain, where I served as VP of Digital Marketing.
In 2015, I co-founded a search-marketing agency, StatBid, with fellow Ecommerce veteran Shilo Jones. StatBid is a Certified B Corporation, reflecting our commitment to more than just profit, meeting verified standards for social and environmental practices.
In 2025, I saw an opportunity to return to retail, as AI-generated text and images were flooding the web. There was no clear leader in real-world photos of pool and spa supplies, so we built our own photo studio from scratch to bring reality to a world awash in AI slop. With the addition of another experienced Ecommerce co-founder, Dieter Davis, we run a store that makes pool and spa maintenance easy, backed by real humans who've supported online customers our whole careers.
Curious about the journey or the people behind it? Check my LinkedIn profile, or drop us a note on the Contact page — I love to talk shop.
- Roy Steves
Roy Steves, Dieter Davis, and Shilo Jones
Behind the Scenes: The Studio
Launched in 2025, Poolaroo was built to modernize Ecommerce for the pool and spa industry, building exciting new technology to serve the changing needs of online shoppers.
In the age of Artificial Intelligence, we expect that it's going to be harder and harder to trust online brands. To counter that, we're investing extra effort into transparency into our organization, behind-the-scenes content, and the best product photography we can create.
As an example, here's the process of building our product photography studio, starting with the first time I arrived at our new space, brimming with potential!
Moved In!
Once we ordered and assembled the photography gear, we started to bring in the material we would need to build the backdrop cyclorama.
This shot is from up on top of the bathroom, which is oddly also where the cable internet port was, so good thing we had a ladder!
Construction Began!
First, we put MDF panels on the floor and wall, to make it easier to putty, sand, and paint--especially repeatedly over time, as wear and tear is inevitable as we grind through thousands of products.
At this point, we hadn't bought the thin plyboard that would need to bend to fit the curve of the cyclorama, so there was some experimentation to find what radius would balance the usable floor space with the practical limitations of the material.
No skateboarding allowed!
With the thin plyboard pinned into place, we puttied up all of the seams and gaps as best we could. This would be only the first of several rounds of puttying between rounds of sanding.
Ready for action!
With a few finishing touches, we were ready for our first industry rep visit! We're a remote team, from all over the country, but this is our physical base of operations, and we're proud of how it came out.
And from here on, the quality of the product presentation of our site should improve a bit more every day!
Would you like to know more?
Obviously, we needed a name that was memorable, unique, and relevant. After sifting through dozens of alternatives, it was clear that "Poolaroo" was all of those, plus it had the kind of playful sound that fit with the summer fun we aim to support. While many have noted the similarity to "kangaroo," that's a coincidence, as we're based a few thousand miles from Australia. Rather, the repeated 'o's are intended to have a rhythm with the 'o's in 'Pool'. We think it sounds a bit silly, but trustworthy--just like us.
Poolaroo is operated by Neptune Commerce LLC, which is a fully remote team, registered in Nevada. Our photo studio, customer service, and much of our content creation are based in Oregon, where Roy and Dieter are based.
There are three reasons we might not carry every pool supply product you're familiar with.
- Manufacturers have to protect their brands from knock-offs and metaphorical scalpers, so they don't offer online stores all of the exact same products they offer to brick-and-mortar stores. There are often similar alternatives they do allow online, though, so we will do our best to ensure we have the right tool for the job.
- Freight (or LTL) shipping requires quite a bit more support to be sure customers are ready to receive their shipment, so for now, we're focusing on the vast majority of products that can ship via typical parcel carriers.
- Maybe we should! There are hundreds of thousands of individual products in the pool supplies niche, and it takes time to source, photograph, and curate them all. If we're missing something, let us know, and we'll see if we can source it for you through the dozens of warehouses across the country that we're partnered with.
While generative AI is a powerful tool, we feel it isn't appropriate in every use case. As a result, we use it for programming stuff, process automation, design elements, lifestyle images, proofreading, and other situations where the output is essentially decorative.
But we do NOT depend on it for specific details or facts about our products, as we take our responsibility for accuracy very seriously. Anything AI touches gets a human sign-off, or we don't use it.
Further, we never feed any of your data to AI agents, as part of our sensitive data security policies.
Nope! Although our name isn't related to Kangaroos, there is a similarly named pool service business in Australia. If you're in that market, read more here.
In order to offer the highest quality products and authentic OEM parts,
our Authorized Dealer Programs require the following disclosures:
- Business Name:
- Neptune Commerce LLC, dba Poolaroo
- Mailing Address:
- 3495 Lakeside Drive · 1119 · Reno, NV 89509
- Email:
- support@poolaroo.com
- Voicemail:
- 916.243.5506
