Who We Are
The Amenity Collective, a wholly owned subsidiary of FirstService Corporation (NASDAQ: FSV), is North America’s leading provider of single source solutions across the aquatics, fitness, and recreation industries. We deliver customized services—design, staffing, construction, consulting, and operations—to supercharge long-term success for clients and their aquatics, recreational, and hospitality spaces.
OUR VISION
TO STRENGTHEN GREAT BRANDS, SUPERCHARGE THEIR
LONG-TERM SUCCESS, AND BUILD AN ICONIC COMPANY.
Core Values
Prioritize our commitment to safety.
Safety Mindset. We genuinely care and make safety our habit.
Act with Integrity. We do the right thing – even when no one is watching.
Deliver value beyond expectation.
Best in Class. We hold each other to the highest standards and achieve exceptional execution.
Own Our Results. We measure success by achieving our goals, not by our efforts and activities.
Fuel every moment with drive and dedication.
Entrepreneurial Spirit. We persevere through challenges, take ownership, and move with speed.
Serve with Purpose. We take pride in our work and in delighting our clients.
Determine our future through courage and curiosity.
Dare to Innovate. We pioneer new ways to support our people and serve our clients.
Explore the Possibilities. We question assumptions, challenge norms, and avoid complacency.
Win as a team, grow as a collective.
Trust and Respect. We communicate with clarity and assume positive intentions.
Embrace Feedback. We listen, learn, and act on feedback to continuously improve.
Partnerships
We take a proven approach to acquiring quality brands that align with our vision of building an iconic company. Our expertise drives growth, fosters success, and maximizes value.
Careers
Join the best in the industry. Build valuable experience while gaining access to a strong network of connections and career development opportunities across our brands.
From
Humble
Beginnings
1984
Founded as American Pool, we began as a regional commercial aquatics operator, specializing in lifeguard recruitment and staffing across the District of Columbia, Maryland, and Virginia. As we gained market share, we started exploring other aquatics-related business solutions.
1980s
Continuing to build as a ‘nation of small businesses,’ we expanded our expertise to include pool cleaning, maintenance, renovation, and repair, marking our entry into residential aquatics and pool construction, while broadening our footprint across the East Coast.
1990s
Our strategic partnership with FirstService was formalized through aligned business goals and property management integration. This led to the acquisition of Superior Pools, an Ontario-based company, establishing our international footprint while continuing to scale domestically.
1990s cont.
Following the acquisition of Continental Pools and the formation of Pearl Pools, our aquatics capabilities evolved into single-source solutions, now encompassing management, design, consulting, staffing, and construction services for both residential and commercial clients.
2000s
The acquisition of Poolman bolstered residential aquatics, while United Work & Travel, part of international recruitment, expanded from lifeguard staffing into various industries through J-1 and H-2B visa placements. During this time, we ramped up and refined our acquisitions strategy.
2010s
A foundational layer of our company was strategically designed to deliver essential services – including legal, marketing, finance, and IT- empowering frontline team members to focus on day-to-day operations and delivering exceptional customer experiences.
2010s cont.
Our southeast U.S. footprint expanded significantly with the acquisition of All Florida Pools, while a series of acquisitions, including American Leisure, National Fitness, and Apple Fitness, marked our entry into the fitness & recreation sector, diversifying our business operations.
2020s
Our fitness & recreation brands consolidated to streamline operations in the U.S. and Canada, forming LIVunLtd. With the acquisition of Swim Club Management Group, we further solidified our position as North America’s largest provider of aquatic services.