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Joe Trusty

Sacramento, United States of America
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About Joe
Joe Trusty is an Internet Entrepreneur with a wealth of pool industry experience. Prior to starting the publication Pool Magazine and the marketing firm Pool Marketing, Trusty worked for 6 years as Director of Marketing & Technology for Premier Pools & Spas, the world’s largest pool construction franchise. Published author, expert in search engine marketing, and Internet Technology, Trusty is a thought leader in the pool industry with a wide array of skillsets.
Languages
English
Services
Interview (Video / Broadcast) News Gathering Feature Stories
+6
Skills
Business Technology Investigative Reporting
+2
Portfolio

Joe Trusty of Pool Magazine caught up with industry-renowned leading pool design expert Ryan Hughes of Ryan Hughes Design in Tampa, FL at the International Pool & Spa Expo in Dallas, TX.

Polaris Celebrates 50 Years of Innovation in Pool Cleaning

02 Apr 2023  |  PoolMagazine.com - Get The Latest Pool News
Polaris, a leading brand in the pool cleaner industry, is celebrating its 50th anniversary. The article features insights from Greg Howard, former CEO of Polaris Pool Systems, and Skye Svenningsen, Director of Product Marketing for Fluidra North America. They discuss the brand's history, including its inception by Mel Henkin and Jordan Laby, and its evolution from a single product, the Polaris Vac-Sweep, to a diverse range of pool cleaning solutions. The brand's marketing strategies, such as hiring Suzanne Somers as a spokesperson, and its competition with Arneson Pool Sweep are highlighted. Polaris, now under Fluidra after a merger with Zodiac Pool Systems, continues to innovate with products like the Polaris QUATTRO™ Sport and technologies like iAquaLink® control. The article also mentions the Pool Magazine podcast featuring interviews with Howard and Svenningsen.

Pool Builder Accused of Faking His Own Death Amid Bankruptcy

11 Mar 2023  |  PoolMagazine.com - Get The Latest Pool News
Danny Wang, the founder of DW Design & Build based in Orange County, CA, is renowned for his luxury pool and outdoor living designs. He has a unique talent for envisioning complete outdoor concepts quickly and has won numerous awards for his work. Wang prefers clients who trust his expertise to create award-winning designs. Despite facing challenges with project backlogs in 2017, Wang has successfully leveraged social media to showcase his work, gaining a substantial following. He draws inspiration from global designs and is now looking to expand his brand into product development, including collaborations with tile and fire pit manufacturers and creating his own product lines. The article also mentions an interview with Wang on the Pool Magazine podcast.

Hackers Shine Spotlight on Lack of Security in Pool Industry

11 Mar 2023  |  PoolMagazine.com - Get The Latest Pool News
The article discusses a recent cyberattack on a hotel pool controller in Israel by the hacktivist group GhostSec, which exposed vulnerabilities in Operational Technology (OT) security within the pool industry. The attackers claimed they could control the pH and chlorine levels in the pools but did not cause harm. Cybersecurity company Otorio investigated and found that the Aegis II controllers were accessed using default passwords. The incident underscores the growing threat of OT cyberattacks with potential physical consequences. Otorio reported the breach to Israel’s CERT and emphasized the need for pool professionals to improve OT security by changing default passwords, updating software, segmenting networks, encrypting data, monitoring for suspicious activities, and having an incident response plan.

Drought Has Pool Pros Looking For Ways To Recycle Backwash

01 Feb 2023  |  PoolMagazine.com - Get The Latest Pool News
The article is a personal reflection by a veteran of the swimming pool industry, recounting the evolution of the industry and the technological advancements in pool cleaning. It begins with the author's father, a WWII veteran, who started a pool company in Lafayette, California, during the post-war building boom facilitated by the GI Bill. The author discusses the shift from pools being a luxury for the wealthy to becoming accessible to the growing middle class in the suburbs. He mentions influential companies and individuals in the pool industry, such as Anthony Pools, Paddock Pools, Landon Pools, and inventors like Andy Pansini and Howard Arneson, who contributed to the development of pool cleaning technology. The author also shares his own experiences starting a pool service company and the progression towards more efficient and aesthetically pleasing pool designs, highlighting the Paramount PCC-2000 in-floor cleaner as a preferred technology. The narrative concludes with the author's pride in the multi-generational family business and the advancements they have made in the industry.

Behind The Scenes: The Making of Highly Suspect's 'Lydia' Music Video

12 Jan 2023  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the American rock band Highly Suspect and their Grammy-nominated song 'Lydia'. It focuses on the song's music video, which features an underwater sequence shot in one continuous take. The video stars Marina Kazankova, an Olympic freediver, who portrays a woman struggling underwater. Her ability to hold her breath for extended periods is highlighted as a key element that contributed to the video's success. The article also describes the meticulous planning and choreography that went into the video's production, led by director TS Pfeffer and underwater coordinator Robert Trussell. The swimming pool is used as a metaphor for the song's themes of isolation and struggle within a toxic relationship. The article concludes by praising the video for its emotional impact and visual storytelling.

The Western Pool & Spa Show Celebrates 2 Milestones

22 Dec 2022  |  PoolMagazine.com - Get The Latest Pool News
The Western Pool & Spa Show is celebrating its 45th anniversary and 30 years of being hosted in Long Beach, CA. Last year, the event attracted over 10,000 industry professionals, making it one of the most attended national shows. Eric Nielson, the Director of the show, discussed its history and evolution from a small tabletop event to a major industry convention. The show has expanded from focusing on service to including pool construction and offers a variety of educational workshops and seminars, including sessions in Spanish. Companies like Pentair, Hayward, and Fluidra, among others, will hold educational workshops. The event, running from March 23-25, will feature hourly drawings and a significant cash giveaway. Pool Magazine will also be present at the show, featuring Lucas Congdon of Lucas Lagoons.

Take a Tour Inside Where The US Navy Tests Its Ships

01 Dec 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the Indoor Ocean facility at the United States Naval Surface Warfare Center, NSWC Carderock, which houses one of the world's largest wave pools used for testing naval ships. The facility, which has been operational since 1962, underwent a renovation in 2013, replacing its old pneumatic domes with 216 paddles for better control and precision in simulating real-world wave conditions. Engineers use the facility to predict ship performance, evaluate operability, and fine-tune vessel designs. The MASK (maneuvering and seakeeping basin) allows for the creation of reproducible waves of specific amplitude and frequency, enabling the Navy to test ships under various sea conditions from around the world without having to go to the actual ocean. The article highlights the technological advancements and the importance of rigorous testing for the performance and safety of naval vessels.

The Hottest New Pool Products of 2022

30 Nov 2022  |  PoolMagazine.com - Get The Latest Pool News
Pool Magazine's article provides a comprehensive roundup of the latest and most innovative pool products for 2022. The article highlights various new pool equipment, devices, tools, and accessories, detailing their features and benefits. Products such as the Aiper Seagull SE, a cordless pool cleaner, and the Anchor Industries Capri Cantilever Umbrella are discussed, along with many others including advanced pool alarms like CamerEye, and the luxurious Cascade slide by Splinterworks. The article emphasizes the importance of attending pool trade shows to stay informed about new products and mentions that some of the products have already received accolades at the International Pool Spa Patio Expo. The article serves as a guide for consumers and industry professionals looking for the latest pool innovations.

Hurricane Nicole Causing Tremendous Damage For Pool Owners

10 Nov 2022  |  PoolMagazine.com - Get The Latest Pool News
Hurricane Nicole, an unexpected November hurricane, made landfall in Florida, causing significant damage and leading to at least two fatalities from a downed powerline. Although downgraded to a tropical storm, it left over 335,000 homes and businesses without power. Governor De Santis declared a state of emergency across Florida, with evacuation orders in various counties. The state emergency management division, led by Kim Stenson, urged residents to prepare emergency plans. The hurricane season has been particularly destructive for Florida, with Nicole arriving shortly after Hurricane Ian. Nicole is notable for being the first November hurricane to hit the U.S. in nearly 40 years. Social media posts reveal the extent of the damage, including a video of a swimming pool being dislodged by the storm surge.

Why Bradford Products Was Chosen For The Stadium Swim Project

09 Nov 2022  |  PoolMagazine.com - Get The Latest Pool News
Bradford Products, known for its high-end stainless steel pools and spas, was the company behind the Stadium Swim at Circa Resort & Casino in Las Vegas. Mike Sage, VP of Sales & Marketing at Bradford, highlighted the company's extensive experience in Las Vegas, having worked with major resorts and casinos. The Stadium Swim project was particularly challenging due to its location above the casino's gaming floor, requiring a watertight solution. Bradford's reputation for delivering such solutions was a key factor in their selection for the project. The Stadium Swim offers a unique pool experience with tiered pools and a sports book feature, making it a top-rated pool destination in Las Vegas. The article also mentions Bradford's involvement with the Sky Pool in London and teases future content about Stadium Swim from the upcoming International Pool Spa Patio Expo.

Have We Hit a Crisis Point in America?

27 Oct 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the high rates of drowning fatalities, especially among children, in the United States. It cites reports from the Consumer Product Safety Commission and the Centers for Disease Control and Prevention, highlighting that drowning is a leading cause of unintentional deaths worldwide. The article emphasizes that most drowning deaths are preventable and criticizes the lack of effective water safety measures and regulations in the U.S. compared to other developed nations. It also mentions the Virginia Graeme Baker Pool and Spa Safety Act as a significant federal intervention. The National Drowning Prevention Alliance and other experts call for more research, better data, and the development of a National Water Safety Action Plan. The article includes comments from Dr. Katchmarchi, the Executive Director of the NDPA, and other public health experts who stress the urgency of addressing this 'silent crisis'.

France Deploys AI to Find Undeclared Pools Amid Record Drought

12 Sep 2022  |  PoolMagazine.com - Get The Latest Pool News
France is using AI technology, developed by Google and Capgemini, to identify undeclared swimming pools for tax purposes. The AI analyzes aerial images and compares them to property records, uncovering over 20,000 undeclared pools and generating an additional $10 million in tax revenue. The system, which has a 94% accuracy rate, will be expanded nationwide with an expected $40 million in additional taxes for 2023. The move comes amid a severe drought in France, leading to water restrictions and debates over pool usage. Taxation of pools is based on the potential increase in property value, and the demand for pools has surged since the pandemic. The AI's integration has sparked political debate, with concerns about replacing traditional tax collector roles with technology.

Our 30 Favorite Film Scenes Featuring Swimming Pools

21 Aug 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the significant role that swimming pools have played in the history of film, highlighting 30 memorable film scenes where swimming pools are featured. It begins by acknowledging the long-standing fascination with swimming pools, dating back to the silent film era with Charlie Chaplin's work. The article then lists notable films from various years, such as 'Cocoon', 'Cruel Intentions', 'Fast Times at Ridgemont High', and 'The Graduate', describing the context in which swimming pools appear in these movies. The scenes range from comedic to dramatic, showcasing pools as a setting for pivotal moments, character development, or iconic shots. The article invites readers to reminisce about these scenes and encourages them to share their own favorite swimming pool moments from films.

If a Recession is Here, Has The Pop Finally Arrived?

15 Jul 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses concerns among pool industry analysts about a potential recession leading to reduced discretionary spending, particularly in home improvement projects like pool construction. Inflation has risen, and consumer confidence has dropped to pre-Covid levels, with many Americans believing a recession is already underway. The pool industry, which saw record sales during the pandemic, is now facing a downturn with rising material costs and a shift in consumer behavior. Stock prices for major pool companies have fallen significantly. The pool construction market is closely linked to new home construction, which is also experiencing a decline due to higher prices, labor issues, and material shortages. The housing crisis, particularly in states like California, is exacerbating the situation, with the Federal Reserve's plan to increase mortgage rates likely to further dampen the housing market and consumer confidence.

Chlorine Prices Continue To Go Up This Summer

02 Jul 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the evolution of pool cleaning technology, starting with the first pool cleaner patented in 1912 by John Davison. It highlights the significant advancements in the industry, particularly focusing on Aiper, a company that has become a leader in cordless robotic pool cleaners since 2017. Aiper's products, such as the Seagull SE and Seagull Pro, are designed with eco-friendliness, smart technology, and artificial intelligence to make pool cleaning effortless and automated. The article also mentions other industry players like Maytronics, Pentair, Polaris, and Zodiac. It concludes with a promotion for Aiper's Black Friday Sale, offering substantial discounts on their Seagull Series, including the Seagull Pro.

Amore Pools Gets Their Day In Court

15 Jun 2022  |  PoolMagazine.com - Get The Latest Pool News
Tal Thevenot, founder of AquaTerra Outdoors, is recognized for his innovative designs in high-end custom backyards. Based in Carrollton, Texas, his firm is known for creating award-winning outdoor living spaces. Thevenot emphasizes the importance of understanding clients' lifestyles to design personalized environments, drawing inspiration from travel and resort lifestyles. He notes a trend towards open concepts that blend indoor and outdoor spaces. Thevenot collaborates with designers and architects, like Randy Angell, to push design boundaries. AquaTerra Outdoors has been acknowledged by various publications and has received numerous awards, including the Luxe Gold List and the Luxe RED Award. Thevenot's work has also been featured on the American Institute of Architects Home Tour.

The Rising Popularity of Backyard Saunas in America

13 Jun 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the growing popularity of saunas as a backyard improvement in the United States, highlighting their health benefits and market growth. A study from the Mayo Clinic Proceedings is cited, mentioning the various health advantages of sauna use. The U.S. sauna market is valued at $8 billion with over 1 million saunas, while Finland leads with a $20 billion market and over 3 million saunas. Tina Adams, Vice President of Sales & Marketing for Bathing Brands, notes that sauna sales have doubled in the past two years due to increased interest in personal wellness and quality of life. The synergy between the pool industry and sauna sales is emphasized, with pool and spa dealers playing a significant role in promoting saunas. The article suggests that the ease of installation and the relatively low cost of saunas make them an attractive addition to backyards, and anticipates further growth in the market.

Are You Considering Investing in a Luxury Pool?

13 Jun 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the rising trend among homeowners to invest in luxury pools and backyards, highlighting the collaboration between Jason Brownlee, a watershape designer, and Chad Christenson, a pool builder. Brownlee, who started his career in architectural drafting, found his passion in residential work and became a high-end design consultant. Christenson, with a background in construction, moved from working for a large firm to starting his own construction and pool company, Watermark Pool & Spa, which has become a top luxury pool builder in Tennessee. The article emphasizes the importance of integrating the pool design with the home's architecture, the site, and the client's personal preferences. It also presents a case study where a significant investment in the backyard pool and landscape led to a substantial increase in the property's value. The discussion is further elaborated on the Pool Magazine Podcast featuring Brownlee and Christenson.

Pool Design Trends With Kelly O’Leary – OLeary Pools & Design

13 Jun 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the evolving trends in pool design, particularly in Houston, TX, where homeowners are moving away from traditional freeform lagoon-style pools to more modern and contemporary designs. Kelly O’Leary of OLeary Pools & Design notes that social media has accelerated the adoption of new design trends. Modern pool features like infinity edges and sophisticated aesthetics are becoming more popular, despite Houston's flat topography and traditionally styled homes. O’Leary emphasizes the importance of balancing modern elements with the local architectural styles and avoiding design choices that clash. The article also mentions O’Leary's collaboration with landscape architects and his use of high-end materials in luxury pool projects, positioning him as an emerging name in the high-end pool building market.

Dirty Public Pool Cause of E. Coli & C.Difficile Outbreak

01 Jun 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses an outbreak of E. Coli and C. Difficile at a public pool in Pennsylvania, which resulted in several children falling ill. The Centers for Disease Control and Prevention (CDC) investigated the incident and found that the pool's automatic chlorinator was broken and record-keeping was not up to local regulations. Industry experts provided insights on how such incidents could be prevented, emphasizing the importance of equipment checks, redundant safety measures, and adherence to CDC guidelines for public pools. The article also mentions the need for better regulatory oversight to prevent such outbreaks and protect the public from recreational water illnesses (RWIs).

The Evolution of Modern Swimming Pool Designs

05 May 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the evolution of swimming pool designs, focusing on their transformation from basic structures to symbols of luxury and architectural innovation. It highlights several modern pools around the world, including those at Como Laucala Island in Fiji, Alila Villas Koh Russey in Cambodia, 7132 Hotel in Switzerland, Playa Vik Jose Ignacio in Uruguay, Aura Skypool in Dubai, Shangri-La in London, and various residential designs by architects like Paul McClean and firms such as V.Oid Architecture and Doo Architecture. The article emphasizes the integration of pools with their surroundings, the use of innovative materials and technology, and the focus on sustainability and wellness. It also touches on the role of pools in commercial spaces like hotels and resorts, where they contribute to the ambiance and offer multi-functional spaces for guests.

Pool Prices Are Going Up… Again

26 Apr 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the increase in swimming pool prices in the United States due to rising labor, materials, and equipment costs. The Federal Reserve's rate hikes to combat inflation are also mentioned as a contributing factor. Pool builders and contractors are facing significant price increases for concrete, lumber, steel, and PVC pipes, as reported by the Associated General Contractors of America. Manufacturers and distributors have sent out price increase letters, affecting the cost of pool-related equipment. Pool builders have had to raise their prices by 40-50% to keep up with inflation, with a basic in-ground pool starting around $60,000. A survey by Pool Magazine found that a majority of pool builders raised prices significantly since 2020. Homeowners are experiencing sharp price increases and extended construction times. The article also touches on the potential market changes due to global events and the pandemic's impact on the perceived value of owning a pool.

Ledge Lounger Launches New Autograph Collection of Outdoor Living Furniture

28 Mar 2022  |  PoolMagazine.com - Get The Latest Pool News
Ledge Lounger, known for its in-pool chaise lounges, has launched the Autograph Collection, a sophisticated range of outdoor living furniture. The company's CEO, Christopher Anderson, shared insights into the brand's history and its focus on product development and customer outreach. The Autograph Collection features new designs with improved ergonomics and is made from UV16-rated polyethylene, ensuring durability and colorfastness. Despite the pandemic, Ledge Lounger has managed to avoid major supply chain issues due to its American-made products. However, they have faced increased demand and have had to adjust lead times and prices accordingly. The company is positioning for growth by partnering with pool builders and integrating with 3D design software to enhance visibility and sales at the consumer level. The new collection will be showcased at the upcoming Pool & Spa Expo in Las Vegas.

Pool Builders Facing Serious Jail Time For Allegedly Defrauding Homeowners

17 Mar 2022  |  PoolMagazine.com - Get The Latest Pool News
The article discusses a surge in pool builder scams across the United States, highlighting cases where homeowners have been defrauded by companies and individuals who took large deposits for pool construction but failed to complete the projects. District Attorney Terry Houck is prosecuting Roger Kornfeind of Hydro Dynamic Pools for allegedly scamming 76 people in Northampton County. In Florida, Amore Pools faces charges for defrauding homeowners, and in Miami, Ricardo Villarroel of Villa Pavers and Pools is charged with defrauding homeowners for over a million dollars. The article also mentions Austin Logan, a former firefighter turned pool builder, who left several pool projects unfinished. A&S Pools and Pavers is under scrutiny for operating without a proper license in North Carolina. The article provides advice from various pool company owners on how consumers can protect themselves from such scams, emphasizing the importance of thorough research, obtaining multiple quotes, and cautious payment practices.

9/11 Memorial Pools – An In Depth Look at The Two Reflecting Pools

10 Sep 2021  |  PoolMagazine.com - Get The Latest Pool News
The article reflects on the 9/11 Memorial, particularly focusing on the two reflecting pools that stand in the footprint of the former Twin Towers. These pools commemorate the nearly 3,000 victims of the September 11, 2001, attacks and the 1993 World Trade Center bombing. The design, 'Reflecting Absence,' was created by Israeli-American architect Michael Arad and landscape architecture firm Peter Walker and Partners, chosen from an international competition. The pools are the largest man-made waterfalls in the U.S. and serve as a quiet space for remembrance. Delta Fountains, the company behind the construction of the pools, faced engineering challenges to ensure the water's reflective quality and sound. The article also touches on the maintenance of the pools and the gestures of remembrance performed by the maintenance crew. The 9/11 Memorial opened to the public on September 12, 2011, with a budget of $610 million.

Olympus Pools is Out of Business

24 Jul 2021  |  PoolMagazine.com - Get The Latest Pool News
Olympus Pools, a pool construction company based in Land O' Lakes, has been under fire for unfinished projects, unpaid subcontractors, and a slew of customer complaints. Despite efforts to salvage the company, including a partnership with respected pool builder Jordan Hidalgo, the situation deteriorated. Hidalgo has since walked away, citing discrepancies during due diligence. The company's PR representative, James Judge, also ended his relationship with Olympus Pools. Amidst rumors of foreclosures and unpaid insurance leading to work stoppages, the Department of Business and Professional Regulation has asked Olympus Pools to surrender their license, effectively shutting down the company. The company had numerous ongoing projects, leaving many homeowners with unfinished pools and facing potential liens and foreclosures.

Did The Pool Deck Contribute To The Collapse at The Champlain Towers?

03 Jul 2021  |  PoolMagazine.com - Get The Latest Pool News
The article discusses the collapse of The Champlain Towers in Surfside, FL, focusing on the potential role of poor waterproofing in the tragedy. It highlights a resident's report of the pool deck caving in before the collapse and references a 2018 structural survey by Frank Morabito that identified necessary repairs due to leaks and deteriorating concrete. Vito Mariano, President of Basecrete, is interviewed for his expertise on pool waterproofing. Mariano comments on the importance of protecting concrete from water, especially in structures built on sand and prone to movement. The article also covers the Morabito report's findings on the pool deck's flaws and the high cost of the recommended repairs. It touches on systemic issues with aging concrete structures in the U.S., the reluctance of HOAs to fund repairs, and the broader implications for South Florida's aging buildings. The article concludes with the current status of the rescue efforts and the death toll, while also noting the threat posed by Hurricane Elsa.
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