Phoenix Valley Business Reviews

Most people spend their teenage years avoiding hard work. Joe Rizzo spent his learning the pool business. By the time he was 16, he was hauling chemicals across the valley, treating pools, and handling repairs for a neighbor who ran his own full-service operation. Nearly a decade later, Joe runs one of his own.

Diamond Dive Pool Care launched in 2024, and Joe — a lifelong Arizona native with deep roots in the Scottsdale area — has been building his client base one relationship at a time ever since. His approach is straightforward, his schedule starts before most people's alarms go off, and his philosophy on business is refreshingly simple: take care of people, and the rest will follow.

Joe grew up in Arizona and has never had much interest in leaving — or in working indoors. "When it's 120 degrees out, it's going to be a good day to me," he says with a laugh. So when a neighbor mentioned he was looking for help with his pool service route back when Joe was in high school, it clicked immediately.

He spent years working that route — learning chemical treatments, repairs, and the rhythms of the valley's pool season — before eventually stepping away for a stretch. It didn't take long to realize he missed it. The outdoor work, the problem-solving, the daily conversations with clients — it was the kind of job that didn't feel like a job. So he came back, and this time, on his own terms.

Joe's days begin early — he's on the road by 4:30 in the morning. He tackles his most demanding commercial accounts first, then works his way through residential clients across Scottsdale, Mesa, and the surrounding areas as the day unfolds. Repairs are his primary focus; he has a small team that handles recurring weekly maintenance while he concentrates on the more technical work.

"Every day I get to be outside, meet people, and solve problems. It's the kind of work I genuinely enjoy — and I think that shows."

He doesn't build pools from scratch — Diamond Dive is squarely focused on keeping existing pools clean, functional, and well-maintained. Summer is his busiest stretch, when heat and heavy use put equipment to the test and repair calls pick up across the valley.

Ask Joe what sets Diamond Dive apart, and he doesn't talk about equipment or certifications. He talks about people. His entire client base has been built through word of mouth — no advertising, no marketing spend — and he credits that to a simple commitment: actually meaning it when he says the customer comes first.

"There's a lot of people that say the customer comes first, but they don't actually," he says. "I take the time, and it genuinely shows. People can feel that, and they know it."

That one-on-one approach has earned him a loyal client base and a steady stream of referrals from people who trust him enough to send their neighbors and friends his way. For Joe, those relationships aren't just good business — they're the whole point.

Diamond Dive currently runs with a small team — two employees plus contracted help during peak season. Joe is selective about who he brings on, and he's clear about what matters most in a hire: character over credentials.

"You can always learn the technical stuff," he says. "But your character and your personality will always override that." It's a standard he holds himself to as well — straightforward with clients, direct with his team, and quick to address anything that isn't working.

Joe's goals for the next couple of years are focused and practical: grow the client base, expand into more pockets of the valley, and gradually shift his own role toward the operational and communication side of the business as the team grows around him.

He's not in a rush. His advice to anyone thinking about starting their own business reflects that same measured thinking: know your finances before you leap, plan around what you actually have, and don't get caught playing catch-up from day one.

For a 24-year-old business owner still in his first year of running his own operation, Joe Rizzo has a surprisingly clear sense of where he's headed — and a track record that suggests he'll get there.

Diamond Dive Pool Care specializes in pool maintenance and repairs across the Phoenix Valley. Visit diamonddivepools.com to learn more, or give Joe a call at 480-318-4596 to talk through what your pool needs.