As President of the New Construction Division at Amenity Construction Group, Chris Seeger is guiding the company through a period of strategic growth and specialization. With expertise that spans design, consulting and construction, Amenity Construction Group delivers single-source solutions in aquatic and specialty outdoor environments—spaces that combine technical precision with creative vision.
Under Seeger’s leadership, the company has expanded its capabilities through targeted acquisitions that strengthen its market position and enhance its ability to take on complex, high-profile projects.
We sat down with him to see how Amenity Construction Group is redefining what it means to build places that inspire connection, elevate experience and stand the test of time.
Give us a snapshot of your brand.
Amenity Construction Group (ACG) is a collective of specialized construction brands with deep roots in aquatic environments. With over 50 years of legacy in high-end pool building, we’ve long delivered both luxury residential and commercial/government projects.
Our focus has always been new build delivery, creating lifestyle-driven amenities and community based aquatic facilities with equal emphasis on artistry, precision, usability and an unforgettable client experience.
What type of clients and markets are you targeting?
We work with residential homeowners, developers, designers, builders, municipalities, and government agencies. Our projects span the Mid-Atlantic region, where we build amazing custom designed pools for residential and commercial clients. We cater to every client type and have built a customized experience to match the needs of anyone who walks through our doors.
How does your work cater to today’s end-users?
Clients today expect accountability, transparency, communication and uncompromising quality. For homeowners, that means a seamless journey to an amazing final product that works seamlessly.
For commercial and institutional clients, it means being their trusted partner knowing that we’ll deliver what is expected: projects that meet rigorous compliance requirements while delivering safe, efficient and engaging spaces for their clients.
Equally important, we ensure our commercial partners achieve strong ROI and fiscal accuracy, giving them the confidence that their project is well-managed and strategically aligned with their goals.
How is your construction strategy based?
- Self-performance: We self-perform much of our work, maintaining quality and control of outcomes.
Transparency: We use project management platforms to ensure real-time client visibility and communication discipline. - Innovation: Daily, we look to modernize processes and workflows, implement smart tech strategies, and leverage automation and AI to improve our employees daily work and our clients experience.
- Compliance: We pair craftsmanship and high quality standards with strict adherence to codes, safety and regulatory standards.
What are some of today’s biggest challenges?
Aquatic construction is often misunderstood. Because it is such a specialized field with many technical considerations, aligning expectations between contractors, owners or stakeholders can be challenging. We address this by acting as a straightforward, expert partner, bringing clarity, discipline and deep experience to every project. Whether residential or commercial, our focus is on delivering value, setting clear expectations and ensuring outcomes that are not compromised.
What are the biggest challenges in construction or renovating a project?
The unknowns. There are several unknowns when jumping into a new build or renovation, be it soil conditions for a new build, or the condition of a concrete pool shell underneath layers of plaster. Explaining these situations and using clear communication up front is critical to the health of the relationship with our clients during the construction process. No one loves surprise change orders, so explaining the unknowns early on in the process is key.
How are you working to promote sustainability?
Efficiency in pools can be quite challenging; we prioritize energy-efficient equipment, smart automation, and advanced water management. We also prioritize and keep our ear to the ground on innovation in the pool space. For example, lowering traditional chemical use in an aquatic space has never been easier. With innovation in the sanitation and interior finish space there are ways to lower chemical usage.
What do you see as some of the biggest challenges in construction, moving ahead?
Meeting the needs of an ever changing demand for personal and community amenities. With COVID there was a large push to create personal sanctuary in family’s homes.
Coming out of that we have seen a continuation of that, but also an increase in sanctuary and entertainment spaces with communities. If it’s an HOA pool, apartment complex aquatic space or a country club, we are seeing demand to upgrade or build spaces that cater to shared experiences with friends and family.
Are you optimistic about what you see in your building and construction sectors?
We’re bullish. Residential demand for lifestyle-focused amenities continues to expand, and investment in public and institutional facilities is strong. These dynamics provide long-term opportunities for growth, and by combining the ability to provide these amenities into one company we think people and companies will look to us as an expert in that space.
What trends are you seeing?
- Lifestyle-focused, amenity-rich environments across residential and commercial projects.
- Client expectations for real-time transparency and accountability.
- Sustainability and efficiency as standard requirements.
- Greater integration of wellness and community engagement into design.
- Innovation and technology brought to the aquatics space
Where is your business headed?
We are scaling our new build delivery into strategically selected markets while reinforcing our presence in the Carolinas, Maryland and Virginia. Our long-term vision is to be the premier builder of aquatic and amenity-driven environments across both residential and commercial markets.
Tell us what makes your brand unique?
We’re forward thinkers, we thrive on innovation and bucking tradition when it makes sense. Our clients experience drives every decision we make. By doing this, we in turn believe that drives an employee experience to match.
Is there a story you can share about how work and ability to engage with the industry makes you successful?
I love to tell stories about adversity, and how we respond to that adversity. As with all businesses, we make mistakes; we fail clients in certain scenarios or steps in a project; it’s impossible to be perfect.
That’s the human in us. My favorite stories come from taking those moments, owning our mistakes and making it right. Adversity tells you a lot about a person/company, but how they respond to adversity tells you everything.
We’ve had a few instances where we receive tough feedback from a client, and in each of those instances we’ve flipped the narrative to blow our clients expectations out of the water, just by answering the phone or reaching out and showing we care about the outcome.
