Ross Novotny

Ross Novotny is the co-founder of Now Pools, a Tempe, Arizona-based company that pioneered subscription-based, on-demand pool and spa rentals.

Novotny came up with the idea for Now Pools when his family wanted a pool but didn't want the commitment of permanent installation. He saw an opportunity to bring pools to homeowners as a flexible, seasonal service rather than a major construction project. Along with co-founder Matt Young, Novotny launched Now Pools in 2020 with a mission to make backyard recreation accessible without long-term investment.

The Now Pools model is simple: customers subscribe to a pool or hot tub rental that includes professional delivery, installation, weekly maintenance, and pickup when the season ends. This turns a traditionally capital-intensive purchase into a monthly expense, much like renting furniture or leasing a car. The company has since grown to more than 100 clients and expanded its offerings to include spa rentals alongside traditional pools.

Novotny has shared the Now Pools story on podcasts and in local media, emphasizing how the company turned word-of-mouth referrals into a scalable business model. He is also involved with Third Degree Leverage, another venture focused on business growth and operational leverage.

Based in Phoenix, Novotny continues to lead Now Pools as it explores franchising and broader market expansion. His approach combines personal experience as a homeowner with practical business instincts, making him a relatable voice in the subscription economy.