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Meet Joe and Joseph Jr DiAnna of Primate Pool Tools in Poway

Today we’d like to introduce you to Joe and Joseph Jr DiAnna.

Joe and Joseph, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Primate Pool Tools is a family-owned business made up of myself, CEO Joe DiAnna Sr, and my two sons Joseph and Benjamin DiAnna. Together we designed an ultra-lightweight carbon fiber pool service pole with superior strength, performance, and features that make work easier on pool professionals. After spending many frustrating years working as pool techs in the industry breaking aluminum poles, we took it upon ourselves to develop a higher-end tool that wouldn’t have the issues that standard aluminum poles had. In 2014 we brought my design concepts to our friend, a master carbon fiber manufacturer in the USA here in California. Using his innovative proprietary wrap methods, as well as aerospace-grade carbon fiber, we developed a service pole that is five times stronger than a premium aluminum pole and half the weight! The strength to weight ratio in our poles allows for a much superior transfer of energy while using it, which results in far less wear and tear on the user.

Since 2014 Primate poles have been a game-changer in the lives of thousands of pool professionals in the US and all over the world. All of our users report a dramatic decrease in pain and fatigue after work, as well as relief of numerous pool service-related ailments such as arthritis, and back/shoulder or elbow injuries. We tested and developed our products in our commercial pool service company in San Diego for years before we were certain we could stand by them with confidence to our fellow pool professionals. We were committed to making a product that would not let them down! I am very proud that my son’s and I created a new product category in the pool industry that uses high-quality materials and offers superior performance and durability to hard-working pool professionals. Our movement has even gone so far as to influence the market, as we have seen well-established manufacturers hustle to try and keep up with the performance characteristics of our Primate Poles!

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Today, we can stand behind our products with confidence, but the road to developing them has not been easy! Our poles design evolved over the course of a few years, and we have been through countless iterations of the pole – all with minor changes to its tube wrap process and reinforcement. We knew we would be first to market with a carbon fiber pole, and to us that came with the responsibility of setting a very high bar for its class of tool. We knew we wanted Primate Poles to be an excellent choice for any and all pool techs in the industry. Before we opened our online store, we showed our products at trade shows across the country and sold poles to workers on the east coast and west coast and everywhere in between. We found workloads were quite a different state to state because of climate conditions, and although our poles held up well for some users, it did not always hold up for others. We gathered feedback and used it to make changes to our design in order to strengthen it in a way that it would hold up for all workers. Flash forward to 2020, we have a reliable product line that has been tested and proven to hold up to the most strenuous of workloads.

Primate Pool Tools – what should we know? What do you guys do best? What sets you apart from the competition?
Primate Pool Tools are the creators and distributors of the first carbon fiber pool service pole in the industry. We developed telescoping carbon fiber poles that are lighter, stronger, and more durable than standard aluminum poles. We are known for making the highest quality tools in our industry that workers can depend on. We are proud to have created an entirely new market for high-end telescoping poles, and the positive feedback and gratitude from users across the country have been most satisfying. We feel what sets us apart from others is that we manage a commercial pool maintenance company alongside Primate Pool Tools, and our experience and position as working pool techs gives us a unique advantage to test and develop our own products in the field. We are service workers, not just inventors, and our position in the industry brings an elevated level of respect to pool techs and a sincere dedication to holding onto the title of having the “best pole on the market.”

What moment in your career do you look back most fondly on?
There have been many proud moments for Primate Pool Tools, but one of our most appreciated moments has been getting support from the legendary pool industry influencer David Van Brunt. David is a pool tech veteran and is the creator and owner of the #1 source for industry education at David also has a YouTube channel “Swimming Pool Tips, Reviews & How To,” with over 80k subscribers. David has reviewed many of our products and is a user and supporter himself and we are very proud as well as thankful to have his support!


  • Primate 3X (6ft x 15.6ft) – $219.99
  • Primate 2X (8ft x 15.5ft) – $219.99
  • Primate 2X Beta (6ft x 11ft) – $149.99
  • Primate X Single Length Extensions (6ft & 8ft) – $79.99, $99.99

Contact Info:

Image Credit:
Photos by @BenDiAnnaphoto

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