When thinking of where the leading pool builders hail from, places like California, Florida, Texas, and Arizona naturally come to mind. Yet, nestled in the quiet city of Shreveport, Louisiana, Morehead Pools is defying expectations and making significant waves in the pool industry. Under the leadership of Michael Moore, President & CEO, this third-generation company is racking up award after award and establishing itself as a leader in luxury pool construction. Their commitment to excellence and unique approach has helped set them apart, and their story is one of tradition, innovation, and community.
Morehead Pools: A Legacy of Excellence
Morehead Pools traces its roots back to the 1960s, a time when the pool industry was just beginning to flourish. Michael Moore shared the company’s rich history: “I’m a third-generation pool builder. In 1975, my grandmother began running this operation and actually purchased the company (from the previous owner). We can’t verify this, but I think she was one of, if not the first woman pool business owner.” This pioneering spirit has clearly been a cornerstone of Morehead Pools from the beginning.
Michael’s grandfather left his role at the power company to join the pool business. “My grandfather quit his job as a pole climber, came over and got on the end of a gunite hose,” Moore reminisced. The family’s hands-on approach and dedication to their craft have been integral to their success.
By the late 1990s, Michael’s father had taken over, continuing the family tradition. “Back then I was Vice President of Sales and did a lot of design work after I graduated college in 2003. My father passed away suddenly in 2015, which kind of escalated our succession plan,” Michael explained. Since then, he’s led the company with the same passion and commitment instilled by his predecessors.
Quality Over Quantity
In a market dominated by high-volume builders, Morehead Pools stands out with its focus on quality and custom design. “You know, we’re not boutique, but we’re certainly not volume. We build about 55 plus pools a year, about a pool a week or so. We cater a little more to the high end,” said Moore. This approach has allowed Morehead Pools to create luxurious backyard environments that exceed client expectations.
Their philosophy and strategy have earned them a prestigious reputation. Morehead Pools first cracked the top 50 pool builders list in 2011 and, more recently, was named one of the top ten pool builders in the nation by PSN in 2023. “That’s no small feat for a pool firm located in Shreveport, Louisiana,” acknowledged Michael.
The company’s success can be attributed to its foundational principles and core values. “I give the credit to my grandparents and my father with just the work ethic that they instilled,” Michael stated. This strong foundation, combined with a focus on excellence in multiple areas including design, quality of construction, and the customer experience, has propelled Morehead Pools as a leader in the industry.
Building on Core Values
A significant aspect of Morehead Pools’ success has been the ongoing investment in their team. “We’re driven with our folks and we always spent tons of money reinvesting in them,” said Moore. The tenure within the organization speaks volumes about their commitment to their employees. “Our oldest employee has been here for 38 years. Over 60 or 70% of our team has been here for ten years plus,” Michael noted. This longevity fosters a sense of family and continuity that translates into high-quality work and exceptional customer service.
The culture at Morehead Pools is one of continuous improvement and innovation. “We are not afraid of anything, quite honestly. I’m just a guy who wants to push the envelope. It’s just ingrained in my nature,” said Moore. This drive for excellence certainly appears to permeate in their work.
Shreveport: A Unique Market
While Shreveport may not be the first place that comes to mind when thinking of leading pool markets, Morehead Pools has certainly made a significant impact. A diverse community with a robust economic base that includes medical, legal, and oil and gas industries, Shreveport certainly has its fair share of high-end homes.
“We have parishes in Louisiana, but county, federal, and local courthouses all within a stone’s throw of each other. We’ve got more lawyers per capita than anywhere in the South,” Michael explained. This diverse economic landscape provides a steady clientele for Morehead Pools. Despite being in a smaller market, they’ve found opportunities to grow their business and now find themselves receiving the lion’s share of the higher-end work.
Redefining Outdoor Living Spaces
The culture of outdoor recreation and southern hospitality is alive and well in Shreveport. Homeowners there value not just the pool but the entire outdoor living space. “Having it completely finished is always the number one topic with homeowners these days,” said Moore. Over the past decade, the focus has shifted from just building pools to creating comprehensive outdoor environments. “It’s happened since the emergence of outdoor kitchens, which morphed into outdoor living, where the pool really became complementary to those spaces,” Michael explained.
This holistic approach to design has been a game-changer for Morehead Pools. Clients now seek complete master plans for their backyards, incorporating pools, patios, kitchens, and living spaces all at once. This trend reflects a broader shift in the industry towards creating versatile, multi-functional outdoor areas.
A Masterpiece: The Gould Residence
One of the standout projects that exemplify Morehead Pools’ expertise is the Gould residence. This project was showcased in a Master Pools Guild presentation and has garnered significant attention. “The Goulds were empty nesters building a 6,000 to 7000 square foot house. They wanted a backyard that could accommodate their family and their love for hosting,” Michael recalled.
The design process involved extensive collaboration to ensure that every aspect of the backyard met the clients’ needs. “They had two children, four grandchildren, and loved hosting events. We needed about a 1,200 square foot pool and plenty of space for entertaining,” Moore explained. The result was a meticulously planned space that catered to both intimate family moments and large gatherings.
The materials and features used in the Gould project were carefully selected to create a cohesive and visually stunning environment. “We harvested all the paving from Luder, Texas, and used Austin limestone to complement the house,” Michael noted. The pool itself featured high-end finishes like PebbleSheen interiors and automated systems for ease of use.
The Gould residence also included unique elements like fire and water bowls, adding a touch of flair to the space. “They wanted a little wow factor, so we incorporated features from our main equipment partner, Fluidra,” Moore said. The project took about two years from initial consultation to completion and was featured in the Parade of Homes, attracting over 2,000 visitors during a weekend showcase.
A Bright Future
Michael Moore and the team at Morehead Pools are doing something uniquely special in their community. Their dedication to quality, innovation, and fellowship has earned them a reputation as one of the country’s leading pool builders. By focusing on comprehensive outdoor living spaces and continuing to redefine what backyards in the South are supposed to look like, Morehead Pools continues to set new standards in the industry. In a town where many might not expect to find such excellence, they’re proving that with the right vision and commitment, anything is possible.
Ready to take a deeper dive? Listen to our entire conversation with Michael Moore, President & CEO of Morehead Pools on the Pool Magazine podcast.
Builder: Morehead Pools | Photography by: Jimi Smith Photography
