Platinum-Poolcare Aquatech LTD BBB Business Review

James Atlas

James Atlas

James Atlas, an 22-year veteran of the swimming pool industry, is the owner and co-principal of Platinum Poolcare Ltd., a residential swimming pool construction, renovation and maintenance company with service to several commercial aquatic properties including the Bulls, Bears and White Sox training facilities.

Platinum Poolcare Owner James Atlas came to the pool industry after three years of options trading after college, cashing in his chips to work with father Ronald Atlas, owner of Paragon Pools, a commercial pool construction and design company. An entrepreneur at heart, Atlas quickly started up an off–shoot company, Fountain Technologies, through which he designed and constructed water features for luxury residential and commercial properties.

When his brother took over that company, Atlas founded Pool Watch, a management company servicing recreational pools with lifeguard staffing, facility openings, closings and general maintenance. He sold Fountain Technologies and Pool Watch in 1994 and 1995.

Looking to broaden his skill set in the pool servicing industry, Atlas went back to his family pool business, working as a project estimator for multi-million-dollar waterparks, competition pools, high-rise pools, and other large-scale projects.

After a few years, Atlas began receiving consistent inquiries from residential property owners interested in pool construction and servicing. With his father’s blessing, Atlas took the reigns on those new accounts and formed a new company called Platinum Aquatech.

Again looking to go off on his own, Atlas teamed up with Terry Smith, owner of Poolcare Aquatech, another partner company with Ronald Atlas which focused on the service and maintenance. The two companies merged, with Terry and James owning a fifty-fifty share in 2007, effectively becoming Platinum Poolcare Aquatech, Ltd.

Company Background

Platinum Poolcare Aquatech, Ltd., founded in 2007, and resulting from a merger of Platinum Aquatech, Ltd. (luxury swimming pool construction) and Poolcare Aquatech, Ltd.(service, repairs, renovations of swimming pools and spas), specializes in all aspects of pool design, construction and renovation with added focus on specialty aquatic features such as waterfalls, lazy rivers, rock water applications, statuary and other luxury waterscape amenities. The company also provides installation and maintenance services for its customers.

Platinum Poolcare has raised the standards of excellence in residential and commercial pools, spa and waterscape design and construction. We have a combined half-century of experience in building, servicing, maintaining, and renovating award-winning and nationally-recognized gunite pools throughout the greater Chicago area and other Midwest states.

Based in Wheeling, Ill., the company’s headquarters spans 10,000 square-feet of warehouse and office space with 46 trucks, 130 employees during peak season, and one of the industry’s largest onsite replacement parts inventory for quick fixes.

Platinum Poolcare has repeatedly graced the cover of various industry magazines, and has earned hundreds of awards for its designs. The company belongs to the prestigious, invitation-only Aquatech Society for professional pool builders.

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Thursday, 23 March 2017 12:21

Outdoor Design Creates Pool from Dumpster

Astounding Dumpster to Pool Conversion
An innovative project for the budget-conscious homeowner transforms a lowly Dumpster into a gorgeous swimming pool.

From HGTV

The ingenuity of outdoor designers can sometimes take projects to a new level of sublimity.  This post from HGTV shows not only creativity, but resourcefulness on a whole other plane.  Creating a luxury swimming pool from a former garbage dumpster may just me the most stunning transformation every performed, and this post outlines the entire creative and constructive process.

Here is an excerpt from the post:

Wednesday, 22 March 2017 09:08

That Chlorine Smell

Chloramines: Understanding “Pool Smell”

From American Chemistry

The most common misconception surrounding swimming pools deals with the "smell" of chlorine.  People are generally whipped into near hysteria due to chlorine, chlorine allergies, asthma caused by chlorine and supposed overchlorination which supposedly leads to cancer.  What most people get wrong, unfortunately, is that the smell is not actually caused by chlorine.  This post from American Chemisty explains the real culprit, and the chemistry behind what is really causing the water and pool area to smell.

Here is an excerpt from the post:

Tuesday, 21 March 2017 08:39

How Do Swimming Pools Work?

How Swimming Pools Work

From How Stuff Works

Are you one of those people who have to know everything about a product before you purchase it?  For those of you contempating the purchase of a backyard swimming pool who have this personality type, this post is for you!  How Stuff Works presents a great Swimming Pools 101 class on swimming pools including the different types of vessels, filtration systems, chemical treatment and chemistry, lighting, etc.  The post includes handy diagrams and pictures as well.  By the time you are finished you might be ready to start your own inground swimming pool company!

Here is an excerpt from the post:

Monday, 20 March 2017 09:37

The Best Infinity Pools In The World

The 10 Best Infinity Pools in the World

From Conde Nast Traveler

The infinity edge pool is an artistic marvel that invokes splendor and serenity.  Sometimes referred to as a vanishing edge, disappearing edge, or negative edge swimming pool, this treatment creates an optical illusion that the water in the swimming pool is disappearing over the horizon.  Some of the most exclusive resorts in the world feature this technical marvel, some of which are showcased in this post from Conde Nast Traveler.

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Friday, 17 March 2017 09:04

Icelandic Pools The Key To Happiness

Iceland’s Water Cure

From The New York Times Magazine

There is hydrotherapy, and then there is what takes place in Reykjavik, Iceland.  This post from the New York Times posits that the country's happiness can be directly tied to its communal pools located in nature reserves.  Delving further into the culture of Iceland reveals that man made pools also play a large role in their society.

Here is an excerpt from the post:

Sweden: Sexual Assaults at Swimming Pools

From Gatestone Institute

Presenting this post is not meant to be a political commentary of any kind, but it is meant to be a warning for children and young adults about what can happen in the most seemingly harmless environments.  Sweden has seen a significant rash of sexual assaults in Public Swimming Pools, and the situation could be instructive for our own children to be aware of their environment at all times.  Cultural changes notwithstanding, sexual assault is never acceptable.

Here is an excerpt from the post:

Wednesday, 15 March 2017 08:37

Swimming Pool As Social Barometer of Racism

America’s swimming pools have a long, sad, racist history

From The Washington Post

Seldom, if ever, is this forum used to present significant societal issues.  The swimming pool is generally associated with fun, relaxation, recreation and exercise, not as a reflection of cultural and societal norms.  This post from The Washington Post takes a different tact on the public swimming pool, illuminating the fact that perhaps no other vehicle better mirrors the societal attitudes towards race and racism better than the local public swimming pool.

Here is an excerpt from the post:

How much pee is in our swimming pools? New urine test reveals the truth

From The Guardian

Studies reveal that 3 out of every 4 people have done this, and yet nobody will admit to doing so.  Unfortunately, it seems like a harmless activity at the time.  In reality, the byproducts of the chemical reaction of sanitizers and compounds in urine can potentially cause harm to humans far beyond what was previously understood.  This post from The Guardian reveals a new scientific test that can actually measure the amount of urine in swimming pools.  Understanding this number will go a long way towards removing these dangerous compounds and hopefully creating awareness of how harmful urine can be in a swimming pool.

Here is an excerpt from the post:

Just How Much Pee Is In That Pool?

From NPR

It's a subject that every pool owner is aware of, but none want to discuss.  Being surrounded by warm water for any period of time will make any human being want to urinate, and children are especially vulnerable to the effects of the warm water envelope.  Just how harmful is this situation?  This post from NPR addresses this uncomfortable subject head-on with scientific evidence, and the results may surprise those who think this is a harmless activity.

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Friday, 10 March 2017 09:15

Build a Natural Swimming Pool

How to Build a Natural Swimming Pool

From Mother Earth News

Douglas Buege and Vicky Uhland explain how to build a natural swimming pool on your homestead, includes information on pool zoning, natural filtration, sealing the pool and algae control.

One of the most interesting developments in the swimming pool industry over the last two decades has been the development of the natural swimming pool.  Sometimes referred to as a swimming pond, these bodies of water utilize natural materials and no chemicals for filtration.  For some, this natural experience harkens back to their youth, swimming in the lake or pond.  For others, the experience of swimming with fish and natural plans along with the associated bio film is too foreign to handle.  Either way, this post from Mother Earth News is an interesting treatise on how to build one of these fascinating projects.

Here is an excerpt from the post:

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