In the vibrant and competitive world of pool construction, few names have made as swift and significant an impact as Nilson Silva and his firm, Master Touch Outdoor Living. Based in South Florida, Silva has not only built a thriving pool company but is also redefining what it means to provide a luxury outdoor living experience. Silva’s journey from a Brazilian immigrant with zero industry knowledge to one of the top-rated pool builders in the Florida market is a true American success story and one he was willing to share with us in a recent interview.
Nilson Silva: Up & Comer Came From Humble Origins
A relative youngster in this industry, Silva is just 35 years old and his story is just about as inspiring as it is unique. “My mother and sister brought me here from my home in Brazil when I was just 12 years old, and it’s been quite a journey since.” Like many who have immigrated to this country, Silva’s early years in America were filled with hard work and adaptation. Initially, when he came to the U.S. he worked as a waiter while attending school and simultaneously helping out in a family member’s business.
Despite his initial background being in computers, Silva found his true calling in the pool industry almost by accident. He saw potential where others saw limitations. “At the time, I was working for someone who couldn’t grow the business. He was very talented with his hands but didn’t know the other side of it. I said, ‘Man, I’m sure I can make changes and grow.’ With my software background, I ran a bot with Craigslist and started booking a bunch of accounts while learning the trade,” he explained.
Building Master Touch Outdoor Living
Silva’s knack for business and his innovative approach quickly paid off. Eventually choosing to strike out on his own, he started his own pool service and maintenance firm back in 2009. What began as a small operation has grown exponentially over the years. “We started from the bottom, but we’ve just kept growing,” he explains. “Today, we manage about 1,200 accounts with Master Touch Pools and around another 200 with other firm Step-by-Step Pools. In fact, we recently rebranded to Master Touch Outdoor Living to reflect our broader focus on providing our customers that complete outdoor experience.”
This type of growth didn’t come without its challenges. Silva and his team had to navigate the turbulent waters of the COVID-19 pandemic, which forced many businesses to rethink their operations. “When COVID hit, we really had to readjust,” he says. “We needed more space to store supplies, so we moved to a 12,000-square-foot facility in Coral Springs. It was a big move, but necessary for our growth strategy.”
Innovation at the Core
One of Silva’s most significant contributions to his business and the industry has been his development of a pool service software he released to the entire industry. Initially created for his company’s personal use, Silva’s software, Schedulus (previously known as Routely), has become a vital tool for managing the complexities of the pool business. “The software has been a way for me to have my hands on my business and know all my numbers at a glance. It was never really intended for public sale, more as a secret weapon for our personal growth,” Silva explains, “however, I wanted to make the tools that have made us so successful, available to the rest of the industry, so we released it for pool professionals.”
This software allowed Silva to streamline operations, track essential metrics, and ensure that every aspect of his business was running efficiently. “Our industry is so data-driven, yet many pool guys are still using pen and paper to run their operations. With the software I created, I wanted to know everything from how many accounts we had to how much revenue each customer generated. It has been crucial for not only streamlining operations but for turning routine pool maintenance into opportunities for upgrades and remodels.”
Embracing the Construction Side
While Silva enjoys all aspects of his business, he has a particular passion for pool construction. “Construction amazes me because you’re building beautiful things and turning a blank canvas into a work of art,” he says. “But make no mistake, I enjoy the game, business, strategy, marketing—all of it.”
Silva’s focus on creating a holistic outdoor experience rather than just building pools has set Master Touch apart from the competition. “We’re not just building pools; we’re building an experience,” he asserts. “This area of Florida is a strong market because of the weather and the influx of people moving here, but the success we’ve had comes from the service that we provide.”
Overcoming Challenges and Building a Legacy
The COVID-19 pandemic was a turning point for many in the pool industry, but while others struggled, Silva’s attention to detail and customer care allowed Master Touch to thrive. “It’s about building an experience for every homeowner, answering the phone, showing up on time, and building a culture,” he explains. “Many of our competitors out there just don’t build the way we do. They’re turning over one job as fast as possible to get onto the next one. For me, it’s more personal. It’s about leaving a legacy—not just for clients, but for my team.”
Silva’s commitment to his team is evident in his approach to business. “My clients have to win, my people have to win, and I have to win,” he says. “To me, it’s not just about the money. It’s about creating a place where my team enjoys working and feels valued.”
Transitioning to High-End Luxury
For Silva, part of relaunching himself as Master Touch Outdoor Living has been taking on more high-end luxury projects, a transition that he finds both challenging and rewarding. “It’s very time-consuming, but it’s about making a statement,” he says. “I’m proud of our work, but it does come with sacrifices, especially time away from my family.”
One of the standout projects Silva recently completed was in collaboration with Jonny Nalepa, a well-known name in the industry. The initial setup of the project involved demolishing the existing pool and starting anew.
“The homeowner bought the house for a few million dollars and wanted to transform it into an $11 million property. He wanted to put matching trees around, a huge sunken fire pit, a spa with a specific angle, PAL lighting everywhere, laminar deck jets, a sunken fire bed, and a rain curtain falling from the bar area,” Silva described.
Silva’s team tackled numerous challenges, from the sheer size of the pool to the intricate design elements. “The equipment alone cost around $150,000 to $200,000, plus there’s a really unique custom color tile provided by Ray Corral,” Silva explained.
While the homeowner spent a pretty penny, the end result is a statement piece that goes beyond just functionality. “We built an experience, not just a pool. The homeowner is a high-end landscaper with his own firm, Broward Landscape out of Coral Springs, so he was extremely invested in the design. I’m incredibly proud to deliver something that the client loves,” Silva shared.
For Silva, creating a personalized and unique pool experience for clients starts with a comprehensive understanding of their needs and preferences. “We charge a retaining fee, and usually either bring in Jonny (Nalepa) or one of our in-house designers. We have strategic questions we ask and provide them a survey to fill out, with lots of questions that pertain to their lifestyle, preferences, and budget,” explains Silva. This meticulous assessment process ensures each aspect of the pool design is custom-tailored to the client’s specific needs and wants for their outdoor living space.
Master Touch Outdoor Living’s Future
As Silva accelerates his growth, he begins to walk in the rarified air of those able to tap into South Florida’s lucrative luxury residential market with projects such as this one. His ability to craft custom outdoor living spaces showcases his talent for meeting the unique demands of today’s high-end homeowners. By focusing on creating experiences that blend functionality with personalized elegance, Silva has certainly positioned Master Touch Outdoor Living as one of the local leaders in his market.
Looking ahead, Silva is focused on continued growth and innovation. “We aim to have five locations soon,” he says. “We’re also heavily investing in our company, our training, and our people, which will help us maintain our edge in this fast-evolving industry.”
Ready to take a deeper dive?
Listen to our entire conversation with Nilson Silva, owner of Master Touch Outdoor Living, Step By Step Pools, and Leak Xperts on the Pool Magazine podcast.
Photo Credits: Ale Jardim, Master Touch Outdoor Living
