Thunderbird Pools: The Journey & Manifesting Success in Business & Life From 22 Years Experience with Cohl & Lisa Workman

What happens when you combine 40 years of construction expertise with a no-nonsense approach to business and a genuine partnership built on love and respect? You get Thunderbird Pools, a company that's been making waves in the Arizona pool industry for over two decades. Cole and Lisa Workman's story isn't just about building pools—it's about building a legacy, a team, and a marriage that thrives both at home and in the boardroom.

The Foundation: From Shot Crete Slinger to Sales Success

Cole Workman's journey in the pool industry began 40 years ago, not in a boardroom or design studio, but on the ground level—literally. Starting as a shot crete operator at just 17 years old, Cole learned the business from the bottom up, gaining invaluable hands-on experience that would later become the cornerstone of Thunderbird Pools' success.

I think there's a certain amount of confidence and swag. Right. Even as a salesman, if you know how to build a pool, you know how to sell a pool, you're going to know how to design it that can be built. You're going to have success with that.

— Cole Workman, Pool Chasers Podcast

This construction background gave Cole something that many pool salespeople lack: credibility. When he transitioned into sales at age 30, he brought with him the confidence that comes from truly understanding every aspect of pool construction. He had seen the mistakes, understood the challenges, and knew what it took to build quality pools that would stand the test of time.

Cole's path from laborer to foreman to salesperson wasn't just career advancement—it was education. Working for companies like Red Mountain Shot Create and eventually California Pools, he absorbed knowledge from mentors like Janice Fisher and Mike Smith, learning not just the technical aspects of pool construction but the artistry and business acumen required for long-term success.

The Perfect Partnership: When Business Meets Love

The year 2001 marked a pivotal moment for Cole—not just because he started Thunderbird Pools, but because he met Lisa. What began as a practical need for help with taxes and bookkeeping evolved into something much more significant: a true business partnership built on complementary skills and shared values.

Lisa's background at Trader Joe's might seem unrelated to pool construction, but it provided crucial business skills that Thunderbird desperately needed. Her experience with customer service, accounting, and management, combined with her naturally bright personality, made her the perfect counterbalance to Cole's construction expertise.

It was a great union from the beginning. We just naturally worked together. It's an organic relationship... We've been business partners for about 21 years because I started officially, my official start date with Thunderbird was January 1st of 2003.

— Cole Workman, Pool Chasers Podcast

What makes their partnership particularly remarkable is how they've managed to separate their business roles while maintaining their personal relationship. Lisa handles the customer-facing aspects, bookkeeping, and much of the day-to-day management, while Cole focuses on sales, design, and technical aspects. This division of labor based on their strengths has allowed both the business and their marriage to flourish.

Building a Culture of Excellence and Respect

Perhaps the most striking aspect of Thunderbird Pools' success story is their commitment to creating a positive workplace culture. Cole and Lisa have implemented what they call a "no asshole policy"—a straightforward approach to ensuring that their workplace remains productive and respectful.

This philosophy extends beyond just internal relationships. They've created an environment where employees are empowered to set boundaries with difficult customers and where mutual respect is non-negotiable. This approach has helped them build a loyal team and maintain high morale even during challenging times like the pandemic.

We have a no asshole policy at Thunderbird Pools... because I don't want to ruin it for everybody. And if I'm an asshole, it's not going to happen. You're going to call me out on it because nobody's going to yell at you.

— Cole Workman, Pool Chasers Podcast

Lisa's experience at Trader Joe's significantly influenced their management philosophy. She learned the importance of treating employees with dignity and respect, even in difficult situations. This approach has created a work environment where people want to contribute their best efforts, leading to better outcomes for both employees and customers.

Weathering the Storm: Lessons from the Pandemic

The COVID-19 pandemic tested businesses across every industry, and pool companies were no exception. Thunderbird Pools faced unique challenges, from supply chain disruptions to increased tension on job sites. However, their strong foundation and commitment to their values helped them navigate these difficult times.

The pandemic highlighted the importance of having a strong company culture. When external pressures mounted, companies with solid internal relationships and clear values were better equipped to adapt and survive. Thunderbird's emphasis on respect and communication proved invaluable during this period.

The pandemic taught us how fragile the labor force can be... It's critical for us to function and make our livelihood because we're constantly selling that hoping that it comes in.

— Cole Workman, Pool Chasers Podcast

The experience also reinforced the importance of treating team members well. When the job market became more competitive and employees had more choices, companies that had invested in creating positive work environments found it easier to retain their best people.

The Art of Pool Building: Craftsmanship Meets Business Acumen

At its core, Thunderbird Pools operates on the principle that pool building is both a craft and a business. Cole's artistic background and decades of hands-on experience have shaped the company's approach to design and construction. They don't just build pools; they create custom aquatic environments that reflect each client's vision and lifestyle.

This commitment to craftsmanship extends beyond the physical construction. It includes the entire customer experience, from the initial consultation through the final walkthrough. By maintaining high standards in both construction quality and customer service, Thunderbird has built a reputation that generates referrals and repeat business.

The company's success also demonstrates the value of continuous learning. Even after 40 years in the industry, Cole continues to seek out new knowledge and techniques. This commitment to growth and improvement has allowed Thunderbird to stay current with industry trends while maintaining their core values and quality standards.

Practical Takeaways for Business Success

The Thunderbird Pools story offers several key insights for anyone building a service-based business:

Technical expertise builds sales confidence: Understanding your product or service inside and out gives you credibility with customers and confidence in your recommendations. Cole's construction background made him a more effective salesperson because he could speak authoritatively about every aspect of pool building.

Complementary partnerships work: Lisa and Cole's success demonstrates the power of partnerships where each person contributes different but complementary skills. Rather than competing with each other, they've created defined roles that leverage their individual strengths.

Culture is a competitive advantage: In a competitive industry, having a positive workplace culture can be a significant differentiator. It helps with employee retention, customer satisfaction, and overall business performance.

Quality relationships matter: Whether it's with employees, customers, or industry peers, investing in quality relationships pays dividends over time. Thunderbird's network of professional connections has been crucial to their long-term success.

Looking Forward: 22 Years and Counting

As Thunderbird Pools prepares to celebrate their 22nd anniversary, Cole and Lisa Workman have built something remarkable: a successful business that enhances rather than detracts from their personal relationship. Their story demonstrates that with clear communication, shared values, and mutual respect, it's possible to build both a thriving company and a strong marriage.

We were hoping to be a Valley iconic name, and I feel like we're really anchoring ourselves here... We keep growing and we keep getting better and better employees to work for us and partners and all kinds of stuff.

— Cole Workman, Pool Chasers Podcast

Their journey from a one-man startup to a recognized name in the Arizona pool industry offers inspiration and practical insights for anyone building a service business. By staying true to their values, continuously learning, and maintaining focus on both quality and relationships, they've created something that will likely continue thriving for many years to come.

The pool industry, like many trades, often faces challenges with labor, materials, and customer expectations. However, companies like Thunderbird Pools show that with the right approach—combining technical expertise, strong relationships, and unwavering commitment to quality—it's possible to build a sustainable, successful business that makes a positive impact on both employees and customers.

Episode Chapters

• 00:00 Introduction and Company History
• 05:00 Cole's Background in Construction
• 12:00 Meeting Lisa and Building Partnership
• 18:00 Company Culture and Management Philosophy
• 25:00 Pandemic Challenges and Lessons Learned
• 32:00 The Art of Pool Building and Craftsmanship