Home / About
Family-Owned · Tampa Bay

Started in a backyard.
Stayed family-run.

Coastline was started in 2014 by Daniel and Maya Castellanos after Daniel left a national pool franchise that pushed him to skip steps to make route quotas. Eleven years later, we still operate the way Daniel wished his old company had — same technician every visit, written warranty, no pressure on the upsell.

Coastline Pool Care residential pool service in Tampa Bay
FOUNDER · DANIEL CASTELLANOS
"Show up the same day every week. Do it right. That's the whole job."
The Backstory

Built on a route
that moved too fast.

In 2012, Daniel was running 24 pools a day for a national franchise out of their Tampa branch. The company expected each technician to clear a route in eight hours — which works out to 20 minutes per pool, including drive time. There is no version of pool service that's actually done well in 20 minutes. Chemistry shortcuts. Skipped equipment checks. Skipped vacuuming because the manager only audited the chlorine reading.

Daniel quit in 2014, took eight customers with him who'd asked him to "just keep doing my pool privately," and ran a one-truck operation out of his garage in Town 'N Country. Maya joined full-time in 2016 to run the office. By 2019 they had three trucks. Today: eight trucks, eleven W-2 technicians, 480+ active weekly customers across Hillsborough and Pinellas.

The business model has not changed since 2014. Same technician every visit. Forty-five to sixty minutes per pool. No upsell pressure. No contracts. The growth came from referrals — about 70% of new customers find us because their neighbor told them to.

Operating Principles

Four rules.
Every truck, every visit.

These principles are not a slogan on a wall. They're how we hire, how we route, how we evaluate technicians, and how we measure whether a customer should stay with us next month.

/ 01

Forty-five minutes minimum.

If a technician is in and out of a pool in under 45 minutes, the job wasn't done right. Our route software flags any visit under that threshold. We staff to the time the work takes, not the other way around.

/ 02

Same technician, every visit.

Routes are assigned by neighborhood and stay assigned. Customers know their tech by name. Backup coverage during vacation is communicated in advance with a photo of the substitute and an SMS introduction.

/ 03

Repairs at parts-cost.

We don't make money on parts markup. Pump motors, salt cells, heater igniters — billed at our cost plus flat labor. Customers see the parts receipt on every repair invoice. Cheaper than every Tampa national chain on every comparable job.

/ 04

No contracts. Cancel anytime.

Monthly billing. Skip November-February for a reduced off-season rate. Cancel with one phone call, no fees, no last-month-of-service trick. We earn the next month every month or we don't deserve it.

The Crew

Eleven technicians.
One office team.

Every Coastline technician is W-2, CPO-certified, and assigned to specific routes by neighborhood. We don't subcontract. We don't run 1099 crews. The person at your pool is the person we put through CPO training and the person whose paycheck we sign.

/ FOUNDER · 12 YRS

Daniel Castellanos

Owner / Lead Technician

Founded Coastline in 2014 after seven years at a national pool franchise. Still runs the South Tampa and Davis Islands route personally — because the founder washing pools keeps the standard honest.

FL CPO #1187462 PHTA Member VS Install Cert
/ CO-FOUNDER · 10 YRS

Maya Castellanos

Operations / Customer Care

Joined full-time 2016. Runs scheduling, dispatch, customer relationships, and billing. Most customers know her voice better than they know any technician — and she remembers all 480+ of them.

CPO #1192041 Bilingual
/ TECH · 7 YRS

Daniela Vega

Senior Technician

Carrollwood, Lutz, and Westchase routes. Specializes in variable-speed pump diagnostics and salt-system conversions. Most-requested technician — customers ask for her by name on referral calls.

CPO #1198354 Pentair Cert
/ TECH · 5 YRS

Marcus Williams

Technician

Brandon, Riverview, and Valrico routes. Snowbird watch lead — runs the seasonal program for our Apollo Beach and Sun City Center customers. Hurricane prep specialist.

CPO #1204612 Hayward Cert
/ TECH · 4 YRS

Jordan Reyes

Technician

St. Petersburg and Clearwater routes. Repair specialist — runs the Pinellas-side repair calls, handles equipment installs and acid washes. Background in HVAC mechanical systems.

CPO #1212885 Heater Cert
/ TECH · 3 YRS

Sarah Brennan

Technician

South Tampa and Hyde Park routes. Greenest member of the senior crew — came up through Daniel's mentorship program. Specializes in chemistry diagnosis and green-to-clean rescues.

CPO #1219074 Chemistry Spec.
Credentials

Licensed, insured,
and independently verified.

/ 01

FL Certified Pool Operator License #1187462

Active and in good standing since 2014. Public record at the Florida Pool & Hot Tub Association directory. Annual recertification. No suspensions, no consumer complaints filed.

/ 02

Every technician CPO-certified

All W-2 technicians complete the PHTA Certified Pool Operator program before they handle a route alone. Eleven CPOs on staff — license numbers available on request before any work begins.

/ 03

$2M general liability + workers' comp

Real insurance, not the legal minimum. Certificates available before any service begins. Bonded for equipment installation work over $5,000.

/ 04

BBB A+ · Google 4.9 (342 reviews)

Public reputation. Never solicited with discounts. Complaint resolution handled directly by Daniel or Maya — no offshore call center, no escalation queue.

Coastline Pool Care service van at Tampa Bay residential pool
FLEET · 8 TRUCKS · TAMPA BAY
"Same truck pulls up at the same time every week."