Franchisee Profile: Jeff Monroe of Huntsville, Alabama

Name: Jeff Monroe

Opening Date: March 1, 2012

Territory: Huntsville – Madison – Athens, AL.

Jeff Monroe grew up in Mississippi and moved to Florence, Alabama in 2003 when he was relocated by the insurance agency he worked. Jeff worked in the insurance industry for 25 years.  Prior to his career in insurance, Jeff owned his own construction and plumbing subcontractor business for 15 years.

How did you learn about the brand?

While working in the insurance industry, I noticed that a lot of my customers who were doing well during these hard economic times were working or owned a business in the service industry.  I wanted to look for a business opportunity in the service industry so I began looking at various franchise systems.  I found ASP on the internet and contacted them to find out more information.   

 What was appealing to you about joining a franchise system?

The franchise system already has a proven business model for success.  Over the years I have started several businesses from scratch and there is a constant trial and error period before a concrete business model is in place.  With ASP, I can focus on developing my business without worrying about the small details.

The other thing that impressed me about the ASP system was the success rate.  When I saw how well other franchisees were doing with their business model I was immediately attracted to the company.

What makes your business different?

The two things that separate my business from competitors are trust and loyalty, and we build our relationships differently.  First, is that we guarantee our work and the satisfaction of our work.  The second is that, through the ASP system, I am able to purchase products in volume and offer our customers a better price than the competitors.  Any time I can relay that value it helps to build trust.  Another way we build trust is by treating our clients the way we would want to be treated.  Their pools have to be as important to us as our pools would be. 

What challenges have you overcome to get where you are now?

The most difficult challenge in the swimming pool industry is pool chemistry.  You have to understand what the chemicals are doing to the water and how they work.  ASP has an excellent training program geared towards making me as knowledgeable as possible, so that I can take better care of my customers.

Do you see any parallels between your previous work and now?

I find selling my ASP pool services to be a rewarding contrast to selling insurance.  Insurance is something people are required to have by law, but people who own a swimming pool have invested in their property to offer relaxation and fun for their family on their own terms.  As a fellow pool owner, I enjoy taking the work out of owning a pool so that families can simply enjoy themselves.

What are your expansion or development plans?

I have aggressive expansion and growth plans for the near future.  Within a year I would like to have a store front in Huntsville as well as expand my territory.  My intention is to cover all of Northern Alabama and possibly move into Mississippi.

Do you have any other interesting hobbies or passions?

My greatest passion right now is spending time with my two granddaughters.  I love the water so I take them out on my boat or take them camping along the river.

My other hobby is turkey hunting.  I am an avid turkey hunter and go every year.  Once I was able to be a part of a turkey hunting group that raised $40,000 for The St. Jude Children’s Research Hospital.  I hunt the birds for the sport, but I have a personal rule that I don’t shoot anything I don’t plan on eating.

About ASP - America's Swimming Pool Company

ASP - America's Swimming Pool Company, the Nation’s most respected swimming pool maintenanceand pool repair franchise, was established in 2001 by Stewart Vernon of Macon, Georgia. The company was built on the belief that providing the highest-quality pool maintenance with competitive pricing and a high level of dependability will attract customers. Since 2005, ASP has expanded into 93 territories in the Southeast, servicing over 175 cities and nine states across the country. At this point, the company manages over 60 million gallons of water per week and renovates or remodels more than 250 pools each year. For information, please visit