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, 20 July 2017 10:18

Costs To Install an Inground Pool

How Much Do Inground Pools Cost?

From Royal Pools

Most people don't have the faintest idea what a swimming pool will cost.  Furthermore, the ancillary items that drive the overall project cost such as landscape repair and improvement, decking, patio, grading, utiities, features and materials choices are usually highly misunderstood by most consumers.  This post from Royal Pools, a builder in Dyer, IN explains the process and the items that are the components of the overall cost.

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Wednesday, 19 July 2017 10:18

How To Remove an Inground Pool

How much does it cost to demolish an inground swimming pool?

From Hometown Demolition Contractors

Unfortunately, some people just don't want to deal with an existing inground pool.  Perhaps their kids are grown, and they are looking to downsize.  Perhaps they just simply don't have the time or resources to take care of an inground pool.  Perhaps they simply don't want an attractive nuiscance that a swimming pool presents in one's yard, when the legion of benefts that a swimming pool provides aren't being utilized.  Regardless of the reason, removing a pool isn't as simple as "filling it in" with dirt.  This post from Hometown Demolition Contractors explains the process of removing a pool, as well as some cost guidelines.

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Wednesday, 19 July 2017 10:18

What happens If I drain my inground pool?

Why Draining Your Inground Swimming Pool Could Be Dangerous

From ThoughtCo.

Many non-professional, and even some professional pool contractors don't understand that draining a pool can actually lead to a disastrous situation.  Water is one of the most destructive forces in nature, and hydrostatic pressure can literally destroy a swimming pool in an instant.  This post from ThoughtCo. addresses whether draining different types of swimming pools can be dangerous.

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Monday, 17 July 2017 10:18

Types of Swimming Pool Construction

What Are the Different Types Of Inground Swimming Pool Construction?

Swimming pools, and more specifically, the different types of swimming pool construction can be a bewildering subject for the typical homeowner.  Everyone seems to have an opinion about which type of swimming pool is best and for which reason, but is there a definitive answer?  The best way to decide which type of construction is suitable for one's family is to understand the differences, which is what this post from Seasonal World aims to clarify.  Seasonal World, a swimming pool builder in New Jersey, crafted this wonderful article explaining the differences in the disparate types of swimming pool construction to help guide the potential swimming pool owner to the correct decision for their own family.

From Seasonal World

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Sunday, 16 July 2017 10:18

How To Vacuum An Inground Pool

The Proper Way to Vacuum an In-Ground Pool

From Homeguides via SF Gate

Vacuuming a pool seems like a simple task, yet it intimidates even the handiest of homeowners.  This post from the SF Gate presents a DIY guide to setting up and properly utilizing the pool vacuum.  It may surprise some people that there is, indeed, a proper way to vacuum a swimming pool.  Not doing this task properly can not only damage pool equipment, but can make the pool messier than before the supposed clean up.

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Monday, 17 July 2017 10:18

How To Open An In Ground Swimming Pool

How To Open An Inground Swimming Pool

From Pool and Spa.com

How to websites and videos are literally everywhere.  Opening a pool is not an easy thing to do, but a guide like the one presented in this post from Poolandspa.com makes a herculean task much more approachable.  Done correctly, this pool opening procedure will ensure the longevity of equipment and the sanitization of the swimming pool to preclude algae and disease.  

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Monday, 17 July 2017 10:18

How To Open An Inground Swimming Pool

How to Open an Inground Pool in 10 Steps

From Swim University

Perhaps you are the type of person that just doesn't get around to things promptly.  Perhaps you were traveling and forgot to open your swimming pool for the Summer.  Nevertheless, if your swimming pool isn't ready for prime time as of yet, this post is definitely for you.  Matt Giovanisci from Swim University gives you a simple, 10 step process to open your pool and cool off during the dog days of Summer.  The only thing required is a friend, and Matt points out that he really can't help you find that.

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Monday, 17 July 2017 10:18

Cost to Build A Swimming Pool

Build Swimming Pool Cost


Figuring out what amount to budget for a swimming pool project can be very overwhelming.  First, what type of pool?  Then, What amenities will go around the pool?  Will my yard have additonal drainage, fencing, lighting, etc?  Will my landscaping change? The possibilities are virtually endless.  This post from Fixr addresses this issue with a common sense approach to budgeting for a swimming pool project.

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How Much Does an Inground Pool Cost? Let’s Break it Down

From Pool Pricer

Ever wonder what an inground swimming pool costs?  There are obviously ranges depending on the type of pool construction, but this post from Pool Pricer gives a thorough explanation of what one can expect to pay for the different types of swimming pools.

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Wednesday, 05 July 2017 14:35

Cloudy Pool Water after the July 4th party?

July 4th Weekend Forecast: Chance Of Cloudy Water


Now that the fireworks are over, the brats have all been consumed, the grill is clean and the cooler is empty, one's mind turns to post-4th of July activities.  The 4th of July is usually the apex of the Summer, and typically signals that the school year is just around the corner for the kids.  One of the consequences of that 4th of July pool party is typically cloudy water.  This post from AQUA magazine addresses why this happens, and gives some quick and practical solutions to the problem.  With just a few short weeks of Summer left, one doesn't want to have their pool out of commission for very long!

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