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In 1988, James Murdock founded Endless Pools to manufacture and sell an innovative swimming system to private and commercial customers. Mr. Murdock's father, a swimming enthusiast, learned how to swim in the solitude of the aqueducts of his Arizona community. He built his first swimming machine, the predecessor of the Endless Pools system, in the 1950s. He was interested in recreating the effect of swimming against the aqueducts' currents, which provided a strenuous workout. The Murdocks often discussed possible designs for home swimming machines, but it wasn't until James Murdock attended Columbia University, where he received a Master of Business Administration, that he worked with the University's swim coach to create the first Endless Pools prototype.

Over the course of the next two decades, Endless Pools made numerous technical advancements. Through investment in research and development as well as consultation with engineers, the company now maintains a robust line of products for an array of applications. The original Endless Pool is a modular machine that may be installed in small spaces indoors or out. The Swim Spa adds an adjustable current to the jets and soothing underwater lighting of a Jacuzzi, resulting in a multi-purpose unit. The Fastlane is a wall-mounted solution to producing a current in an existing pool, which can transform a backyard pool. The Fastlane Pool is portable and easy to assemble, meaning that it can move from indoor spaces to outdoors as the seasons change. The WaterWell provides warm, chest-deep water and an optional underwater treadmill, making it ideal for aquatic therapy. Finally, the Fiberglass Pool is an alternative to the traditional backyard pool. Whether customers are interested in maintaining physical health, rehabilitating after injuries, training for athletic competitions, or simply enjoying the leisure a pool provides, Endless Pools can help them achieve their goals.