"The staff at Claro is passionate about pools and swimming," said CLARO CEO Stephen Little of the decision to rename the company. "And it was time to better communicate that passion in our name, which now reflects the clarity found in a well-maintained pool. We chose the Latin word for clear or 'Claro,' and are thrilled to introduce our new name to our clients and the Coachella Valley." Along with the name change, there is a new company logo, website and a renewed commitment to bring clarity to service, maintenance, sustainability and safety. Claro Pools has the ability to update pools and equipment with energy saving pool pumps, heaters and LED lights to create a more integrated aquatic lifestyle.