Sean West Of Deckology On Five Things You Need To Create A Highly Successful Career As A Commercial Designer
An Interview With Athalia Monae
Solve Real Problems: A successful career in commercial design starts with solving real-world issues. Look beyond aesthetics and identify what’s not working — whether it’s surfaces that crack, materials that retain too much heat, or layouts that create safety hazards. That’s how AquaFlex was developed. It wasn’t about creating something flashy; it was about addressing persistent pain points in pool deck construction. Consistently deliver solutions that work, and your value becomes undeniable.
As a part of my series about the ‘Five Things You Need To Know To Create A Highly Successful Career As A Commercial Designer,’ I had the pleasure of interviewing Sean West, Vice President of Sales at Deckology.
Sean West is the founder and VP of Sales at Deckology, a commercial pool decking company specializing in high-performance, visually compelling pool surface solutions. Since launching the company in 2006, West has grown Deckology into the leading commercial soft surfacing provider in the country with an 82% presence in Las Vegas’s top-tier casinos (including premier resorts Encore, Fontainebleau, Four Seasons, Mandalay Bay, and the Wynn) and commercial pool deck installations spanning from California to Florida. West is known for combining functionality with design and delivering spaces that are safe, durable, and visually impactful.
Thank you for joining us today! Can you share the story of what led you to pursue a career in commercial design?
I actually didn’t come from a design background. My journey to commercial design came from a practical need: finding a better solution for pool decks. I saw how often traditional decking materials failed — hot surfaces, slippery textures, quick wear and tear — and I knew there had to be a better way. That’s what led me to AquaFlex. I wasn’t looking to become a designer, but through solving these problems and working closely with clients and designers, I began to appreciate the importance of combining aesthetics with functionality. That’s when I realized I was just as invested in the design process as the product itself.
What’s the most interesting or amusing experience you’ve had in your career so far, and what lesson did you learn from it?
One of the most memorable — and honestly, amusing — experiences I’ve had was early on when I was just breaking into the market with AquaFlex. A contractor brought me in after their pool deck material had failed — it was cracking, peeling, and flaking. I offered AquaFlex as a long-term solution, but let’s just say the contractor wasn’t exactly enthusiastic. He actually called me a “hillbilly contractor” — right to my face.
Despite the skepticism, they gave me the opportunity to install their pool deck, and the transformation spoke for itself. The deck looked beautiful, stayed cool, didn’t peel or crack, and the color was maintained. That job didn’t just resolve the issue — it led to a 20-year corporate contract across multiple locations. That relationship continues to this day.
The biggest lesson I learned from that? Don’t let others define your value. Deliver results, and your work will speak for itself.
Do you have a favorite life lesson quote? Can you share a story about how it has been relevant in your life?
“Don’t find fault. Find a remedy.” — Henry Ford.
This quote reflects how I operate. When I first started exploring pool decks, I kept finding faults in the materials people were using. Rather than complaining, I worked to find a solution — something cooler, safer, and more customizable. That mindset ultimately led me to offering AquaFlex as a solution that solved many of the common issues with pool deck materials.
As a successful business leader, which three character traits have been most crucial to your success?
Curiosity: I never stop asking “What if?” or “How can this be better?” I constantly look for ways to improve both product and process. That curiosity led me to develop AquaFlex in the first place.
Resilience: There were moments early on when projects didn’t go as planned, or the learning curve was steep. But staying focused through setbacks has built long-term trust with clients.
Adaptability: Every client and project is different. One client might want a bold, branded deck, another might want something subtle and elegant. Success requires tailoring solutions to meet unique needs without compromising quality or performance.
Can you describe a recent project you completed and what your specific contributions were?
We recently completed a redesign for a commercial pool deck. The client had used our product before, but this time they wanted something that was not only durable but also visually inviting and beautiful. I worked directly with them to develop a layout using vibrant colors, branded accents, and detailed borders. I led them through design decisions and performance expectations with Aquaflex. The end result was a beautiful, durable, and highly functional deck that exceeded their expectations
How do you approach balancing aesthetics and functionality in your designs?
Balance is everything when it comes to pool deck design. I always start with the functional needs — safety, durability, temperature control — and then layer in the aesthetic possibilities. If a deck is unsafe or degrades quickly, design is irrelevant. AquaFlex makes the process easier because it checks all the functional boxes while offering endless aesthetic possibilities.
What is your design philosophy when it comes to commercial spaces?
Form should never come at the cost of function. But that doesn’t mean you have to sacrifice beauty. The best commercial spaces are both practical and visually compelling. In pool deck design, this means creating a space that people enjoy being in — but also feel safe and comfortable using every day.
Where do you draw your inspiration for your designs?
I draw inspiration from the environment around the pool — the surroundings, architecture of the building, even the brand identity of the client. Every project has a unique identity, and the design should reflect that. With AquaFlex, we have the flexbility to mirror those themes with color and pattern choices — whether that means blending in or making a bold statement.
What strategies do you use to ensure your designs meet the needs of the end-users?
Listening is key. Understanding who will use the space and how it will be used is critical. I walk clients through design choices with a focus on real-world applications. It’s all about aligning visual preferences with practical performance.
How do you approach sustainability in your commercial projects?
Sustainability starts with durability. AquaFlex’s long-lasting, low-maintenance nature reduces the need for replacement and repair, which reduces waste. It’s also non-toxic and chemically resistent, making it safer for both pool users and the environment. The result is a more sustainable solution over time.
What impact do you think remote work and digital transformation will have on the design of commercial spaces?
While remote work has impacted office design, I think for pool and recreational spaces, it has highlighted the importance of in-person, physical experiences. People value wellness, relaxation, and safe community spaces more than ever. That means the design of those spaces has to be thoughtful, inviting, and multi-functional. With tools like virtual design previews, we can now collaborate on aesthetics even remotely, which is a huge plus.
What are the five things you believe are essential for creating a highly successful career in commercial design?
- Solve Real Problems: A successful career in commercial design starts with solving real-world issues. Look beyond aesthetics and identify what’s not working — whether it’s surfaces that crack, materials that retain too much heat, or layouts that create safety hazards. That’s how AquaFlex was developed. It wasn’t about creating something flashy; it was about addressing persistent pain points in pool deck construction. Consistently deliver solutions that work, and your value becomes undeniable.
- Adapt to the Client: Every project is unique, and you can’t take a “one-size-fits-all” approach. One client may need a bold, branded pool deck for a luxury hotel; another may want a subtle, elegant design for a wellness retreat. Be flexible, understand their needs, and tailor your recommendations accordingly to earn the client’s trust — and repeat business.
- Stay Curious and Invest in Learning: Design and materials evolve, so it’s important to stay current. Staying ahead of the curve means continually educating yourself — whether it’s exploring new surface technologies, attending industry events, or studying what’s working in other market segments. This not only sharpens your skill set, it positions you as a forward-thinking expert who brings added value to the table.
- Communicate Clearly: Poor communication can derail a project. Whether it’s with your client, your installers, or your internal team, having clarity is critical. From timelines and budgets to design intent and product limitations — maintaining transparency throughout the process prevents misunderstandings and builds long-term credibility.
- Prioritize Functionality Over Aesthetics: In commercial spaces — especially high-traffic areas like pool decks — functionality is just as important as visual appeal. A successful designer considers how a space will be used day-to-day and ensures the solution holds up over time. Great design isn’t just what people see — it’s how well it serves the people using it.
What role do you think commercial design plays in community building and social interaction?
Design influences how people feel and interact in a space. In pool and recreational environments, a well-designed space makes people feel more welcome, relaxed and safe. A beautiful and functional pool deck becomes a gathering point — where families and friends come together and connect.
Given your influence, if you could inspire a movement to bring the best results and solutions to the greatest number of people, what would it be?
If I could inspire a movement, it would be a movement focused on functional beauty. Too often, people have to choose between form and function. I believe you can have both — and when you do, you create spaces that truly enhance people’s lives. I’d love to see more emphasis on design that solves real-life problems while still delivering style, comfort, and happiness. When the design is right, then people can really feel the emotion of the space.
Thank you for your time and excellent insights! We wish you continued success.
Sean West Of Deckology On Five Things You Need To Create A Highly Successful Career As A Commercial… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.