Family has always been at the heart of Cada Pools and Spas. For brothers Tom and Brian Cada, carrying forward the business their father started has been as much about honoring tradition as it has been about adapting to change — and now the next generation is finding its place.
From Branson beginnings
The Cada pool story stretches back to 1960, when Tom and Brian’s father, inspired by his own father’s love of fishing at the newly formed Table Rock Lake, opened a motel in Branson, Missouri. Guests needed amenities, so he had a pool installed at the resort.
“My father contacted [a company] out of St. Louis that built pools around the country called Sea Blue Paddock,” Tom says. “They came down and built the pool at the resort. … Then other people down there wanted pools, so my dad started building pools [himself].”
Eventually, the family returned to Illinois, where their father focused on home construction. But when mortgage rates skyrocketed in the early 1980s and housing slowed, pools became the family’s lifeline again. Friends who knew he had built them before began asking for pools, and Cada Pools and Spas was officially incorporated in 1981.
Brothers take the lead
By the mid-1980s, Brian and Tom were part of the business full time. “My father was renting, but he wanted to buy [a building], and he said, ‘I’d like to do this with you boys and do it all together,’ ” Brian recalls.
The division of labor was natural: Brian gravitated toward retail, while Tom focused on construction. “[We were] helping Mom and Dad out,” Tom says. “It was a lot of fun, but a lot of hard work and a lot of sacrifice.”
From selling chemicals out of the garage to running a storefront in downtown St. Charles, the company kept growing. After years in a business condo, Cada moved in 2014 to its current 10,000-square-foot location, an old florist building with a greenhouse-style showroom.
A full-service approach
Over the years, Cada Pools and Spas developed into a rare all-in-one company. “We became builders, and then the service and the maintenance became a big part of it — and then, of course, we opened a retail store,” Tom says. “So, we’re rare in the industry where we do it all — we do the retail. We do the spas. We build, we renovate, we do maintenance.”
“There really are only a handful of us that do everything in the Chicagoland area,” Brian adds.
Brian notes that adaptability has always been part of the business model. “We were there at the ground floor of the portable spas,” he says. “At first, there weren’t very large portable spas, so we did a lot of custom, oversized spas using pool equipment. Over time, as portable spas got bigger, we made the switch with them.”
Enter the next generation
The company’s full-service model is now carried forward by the third generation. A.J. Cada, Brian and Tom’s nephew, runs the retail and service side of the business.
For A.J., one of the company’s strengths is its responsiveness. “I think we are the crème de la crème of customer service,” he says. “We get a lot of feedback from customers saying how responsive we are, how up to date we are on things and [that we] make sure things are getting done correctly.”
Part of that reputation is built on staying transparent. Whether it’s helping someone budget for a home with a pool or running thousands of water tests every summer, A.J. and his team focus on clear communication. “We like to call ourselves the chemistry experts in the area,” he says. “I had a sales rep who got a hat made for me that says ‘The water wizard’ on it, which is quite funny.”
While his uncles may favor a steady, controlled approach, A.J. has brought a fresh energy to marketing, showroom design and the customer experience. But at the core, all three emphasize the importance of customer care — even if they approach it differently. “In our area, our competition is [big-box stores], so you’re fighting with those monsters in your backyard,” Brian says. “The one thing I can promise is they don’t care about the customer experience like I do.”
Staying balanced
Though industry voices often push growth, Tom and Brian have always prioritized balance. “I prefer to just stay at a certain size that’s controllable and that you can keep an eye on,” Tom says. With a laugh, he continues, “I’d definitely rather do less work and make more money — that’s my philosophy.”
“Our name is on the door,” Brian adds. “You don’t want to lose control of anything [that would] harm the brand.”
That philosophy extends to their team. Cada Pools and Spas closes on major holidays — even during peak summer — to make sure employees spend time with family. “Some customers don’t get it because they think you’re Walmart and [available] 24/7, but a lot of customers understand it because they know we have families too,” Tom says.
Adapting and thriving
Today, Cada Pools and Spas continues to thrive as it nears its 45th anniversary. Tom and Brian remain at the helm while A.J. brings in new ideas, ensuring the company’s future is both grounded and evolving.
The team credits its agility — and service — for keeping the company successful. “With all the hot tubs that were sold [during COVID], it was a great opportunity for more exposure,” A.J. says. “All those pools [and hot tubs] are going to need pumps, filters, heaters, vinyl liner replacements. So, if one area [of the business] is struggling, we can focus on another area to grow.”
“We can always adapt … because we do so much different stuff,” Brian adds. “We just want to take care of our customers more than anything.”