Marc Ruff:  

CLASS OF 1975
Marc Ruff's Classmates® Profile Photo
Bridgewater, NJ
El paso, TX
Ross Middle SchoolClass of 1969
El paso, TX
Waialua, HI
Kahuku, HI

Marc's Story

Well lets see, life of an army brat. Started school in Hawaii and finished in Texas. 10 different grade schools and 1 college....After freshman year in Fulda, Germany, I was sent stateside to live with the grandparents in Bridgewater and enrolled at East. 16th birthday came, I started to smoke, cause it was "cool". There was the peer pressure thing too. Junior year was better, as we could DRIVE! Life was definitely looking up! Senior Year was at Coronado in El Paso. All new people. I was the new kid on the block, again. I took 3 classes, was out around 11ish daily and then worked in the afternoon at McDonalds, later at the Bella Napoli. After graduation, I decided to get out of the food industry and try something different. I went to work for Atlantis Pools in El Paso and began to learn the swimming pool industry. I was making minimum wage (1.90 per hour) and started to get in good physical shape. Jerrilynn and I were living together and life was a party. I did this for a year and had decided to go to Lubbock, Texas to attend Texas Tech to seek a degree in Advertising. In 1981, I quit school. Was pretty burned out on it. 16 credit hours short of my degree. I though at the time that I would pursue it sometime in the future, but switch my focus from advertising art to fine art. I had been waiting tables while attending school and then decided to get a job in the other business I knew. So I got hired on at Empire Pools in Lubbock. There I became employee of this family run business and really went as far as I could with them. The time I worked with Empire Pools, I learned the swimming pool trade from the bottom up. We built swimming pools, serviced pools, maintained pools, remodeled pools, installed hot tubs, and even did some building construction. I learned plumbing, steel tying, cement work, tile setting, electrical, plastering, welding, digging, and guniting - all the trades associated with pools and then some. After 5 years, I was ready to get out on my own. I took one of the guys I had trained and we started a company and named it Bathing Sun Productions. Out on our own, we started as subcontractors for Blue Haven Pools, a national company that had moved into the area. We sometimes traveled to the surrounding towns to work. Sometimes as far east as Dallas and north to Amarillo, west to Hobbs NM, and south to Midland. Meanwhile, JerriLynn had been in the restaurant/bar business during my years at Tech and the beginning years at Empire Pools. In January of 1982, we had our first daughter. That was a major change to our lifestyle, although more to hers than mine. JerriLynn became a full-time mom and really fell into the role. In 1984, my second daughter was born. It was kind of a miraculous thing and like our first - not planned at all. You see, JerriLynn had had cervical cancer and surgery and was told that she would not be able to have anymore kids after our first was born. So now we had 2 girls and I was the full-time breadwinner. Times were pretty tough and running a business kept me quite occupied. We were learning as we went. We made many mistakes and really messed up our credit. I am a workaholic by nature and did not really know how to keep up all ends of a business and family, so really failed at both. The kids were home-schooled at first, then attended a school at our church. Eventually they entered public school and exceled there. During the winter months we had to find other things to do to earn an income. We tiled interiors and did some painting. I worked as a waiter part-time to keep money coming in. A friend of mine introduced us to the events coordinator at the Civic Center and we were hired on as stagehands. We were part of the local crew unloading semis and setting up for rock, country, and theater acts that came through town. This was very fun work, and we took work calls whenever we could. Being self-employed made it easy to schedule around shows. Lubbock was not Union dominated, so we were able to move up the ladder as we grew more experienced in this field. I learned to operate spotlights and even the old carbon arc lamps that required so much nursing. After several years I was added as a rigger which made me premium pay and put me in the rafters pulling motors in the sky to hang all the trusses holding the lighting and sound equipment. This was fun work and it paid well. We had backstage passes and saw many famous acts and broadway productions from backstage. We worked symphonies to Heavy metal acts. Mexican bands to rodeos. It was cool. We got a lot of T-shirts and paraphenalia. We had offers to go on tour with some of the groups, but usually had to decline. The pay was good, but the lifestyle would have been too tough to maintain. After 18 years in Lubbock, and in 1994, JerriLynn gave me an ultimatum. Either she was going to leave or we needed to leave Lubbock. See, she was born in San Antonio and spent much time in west Texas, and really was never fond of Lubbock. She missed El Paso and the desert southwest. Me....I was happy not to be moving every 2 years like I had to growing up as an army brat. If it wasn't for her insistence, I would probably still be in Lubbock! So, since I was in the pool business and did not desire to go back to El Paso, I looked to Arizona for a place to relocate. I had been purchasing much of my pool materials from Arizona manufacturers and had read about the Pool Industry in Phoenix. I decided to send out resumes to some of the more prominent pool builders in Phoenix that I had seen showcased in my pool industry publications. I set up a number of interviews and set out in February 1994 for Arizona with a collection of my pool designs and pictures of my work. I interviewed with 5 companies and decided on a mid-sized builder that did very custom work. My intent was to be a pool salesman only, as I knew I could not continue to do the physical work for the rest of my life. In April 1994, I signed on with Rondo Pools in Phoenix. I became one of 5 pool designer/salesmen that they had on staff. I really liked all the staff and began a new journey into the life of a commissioned salesman in one of the largest and most competitive swimming pool markets in the world. I had much to learn. This was a much faster-paced and more cut-throat world than Lubbock, Texas. My laid back style and trusting attitude would be put to the test. Being paid on commissions only was an additional shock. I would not get paid until I sold a pool, it went through the company's processing department, plans were created, permits were secured, and the excavation process was complete. It took several months before I adjusted to a new way of life. Several months passed before any income came in. We did some stagehand work out here also. The acts wer...Expand for more
e bigger, but the people we worked with were not as close-knit or conscientious. The pay was not even as good as it was in Lubbock, which was a shock. Additionally, the Union had a stronger presence out here and really did not like the fact that we were non-union. Thank God we survived until the first monies began to come in! After 3 years with Rondo Pools, I was ready for a change. I don't know why I get things going good and then seem to start over again. I was making good money by then. I had been on 2 paid trips to Hawaii as incentive for selling certain products. But I was not happy with being unable to see these projects all the way through. As with most pool companies in this large market, sales and construction are 2 separate entities. My customers were not able to get the same hands-on treatment or service that I felt they needed to be taken care of throughout the entire process. I felt helpless to control their pool experience. There were a few times when I felt I let them down as construction issues and problems arose. So on January 1st, 1997, I joined the general manager from Rondo Pools in his new company: Blue Diamond Pools. I was to be a partner in the firm and had full control of construction. Additionally, I could sell pools, draw the construction plans, schedule the work, and I could even do some of the field work like tile, plumbing, and concrete work, if I wished. I had full control over the products we used and the way the work was done. Everything was peachy. I was making less money, but we were building a business that I could inherit and take to the top of this market. Since I am a workaholic by nature, I devoted much of my life to this endeavor and with great zeal. I was developing a reputable business and I was on it 24/7. Many late nights and weekends I poured my soul into this to make it successful. We had begun to receive real recognition and respect in this industry and our reputation was growing. We took care of our customers and word of mouth was our primary source for new work. After 5 years, I was able to take weekends off and had gotten back up to the income level I gave up when I left Rondo Pools. We had made time for exotic trips to various parts of the globe for recreation and pleasure and everything seemed hunky-dory. The next few years we spent honing our skills and always planning the next vacation. We had some very nice projects and began to consider submitting them for awards. We were making an impact on our industry and beginning to see success. I poured much of my life into Blue Diamond Pools and I really began to pressure the owner for my name to be included in the ownership of this company as I had been promised. We discussed it many times and even met with a lawyer to draw up the proper paperwork. We discussed the shares that I should have and the value of those shares, but never got the papers drawn up. I began to become disillusioned and felt I was being taken advantage of. After 8 years and 3 months, I finally had enough and issued him an ultimatum. The result was that he thought he could replace me and I found myself out on my own. It was a tough time and I felt like I had been abused. I then applied for a pool license to the state of Arizona and took the required tests. I visited my lawyer and with his help, established a new company and obtained all the bonding and licensing required by the state and federal governments. Aqua Essence Pools, LLC was born in May of 2005. I had my own business and once again I was starting over. 2005 was the busiest year on record for our industry. The housing boom was in full swing and the construction industry in Phoenix was going full out. There was more work than could be done, and with supply and demand, prices were at a peak. I could not find subcontractors that were willing to take on new accounts. This put us in a bind. The guys I had been cultivating and working with over the years basically told us to find others as they were too busy. So began our uphill climb. We found a few new contractors looking for companies to work for, and so slowly we were able to move forward with our new company. 2006 was looking better, as we now had people that were working for us and even brought back some of the contractors that were not willing at first to take on any more work. You see, I learned early that if you treat these people well, they will want to do work for you. If you see things from their side of the table and cater to them, they will treat you good. Because of the volume of work, many of the other builders were abusing the subcontractors and demanding things of them. Really rubbing them the wrong way. We treated them better, so they began to develop a loyalty to us. I also learned that if they like you, you will get their best effort and the work will really shine. The customers will notice that also. So that is what we strive to do. It's always about service. 2007 was when the housing bubble began to burst. The construction costs had escalated and lenders were getting real inventive with their products. People were buying properties for investment in the hopes of a large return. As the volume of homes increased and the market began to decline, construction slowed and prices began to drop. With the values of homes dropping, panic ensued and work slowed. Builders began to lower their prices to try to get the work that was getting to be less and less. Profit margins were reduced to compete in the shrinking marketplace. We kept trying to grow our business, but found ourselves being undersold time and time again. 2008 was the bleakest year so far on record for our industry in this market. We saw many construction companies bite the bullet as the bills pilled higher than the income. Everyone cut back and did what they could to stay afloat. Unfortunately, the downturn continued and now there are many less construction firms still able to operate at such low volume. The staff that was hired and trained 3 years ago was let go and much of this industry is gone now. We are fortunate not to have grown too big, too fast. We are fortunate that we did not get that office space we had almost gotten into. That is one great monthly expense that we could not make right now. I like the work from home setup, for the most part. No one knows when I'm in my PJs, Ha! Now we are into 2009 and this is the slowest pool season I have ever been a part of. But it can only get better from here. Winter was mild and wet. Spring is here only briefly in Phoenix. Summer is pretty intense. Water is king out here in the desert. Boy, if you could afford to invest in real estate, now would be the time. Houses are at an all-time low. If any of you find yourselves in Phoenix, Arizona, look us up. God Bless!
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Kindergarten at Kahuku.
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