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Customer Service Team

Ashley Gonzalez - Director of Customer Service - Service Minded Leader

AshleyAshley has demonstrated excellent customer service and is providing a light for everyone around her by example. She was trained by Walt Disney Company and joined Reef Tropical two years ago. There is nothing she can not handle and does it all with poise and professionalism. She has developed relationships with customers, property managers, internal team members, subcontractors and vendors. She has quickly picked up on pools and landscapes very and can speak to any issue. If you ever need a hug, stop in and she will be sure to give you one. She is very friendly to work with and is training a department to act as she acts to best take care of customers and accomplish the mission of the organization. 

Dimary Serrano - Customer Service Representative

IMG_1058Dimary is a mother to four children. She was born and raised in Homestead and has developed her desire to serve by loving all aspects of parenthood. She has great attention to detail and a desire to learn from all interactions. She is passionate about ensuring the satisfaction of the full customer experience leading to final and complete payment. Dimary is sure to delight and turn any negative customer experience into a positive one. We are very grateful for her participation on the front line of customer service. Each day Dimary brings something special to the customers and the team around her. 



Brittany Borz - Sales Coordinator 

Brittany B. - Headshot-1Brittany loves to connect with people. Her talent on the phone with customers is nothing short of extraordinary. She follows up with customers and her energy is contagious. She worked with AT&T sales team in her prior experience and was trained corporately for what she is doing now. Brittany drives for improvement in the buying process through professional communication and internal facilitation of opportunities i.e. she is the glue that holds the forefront of the sales process together  ensuring a prospective customer transitions successfully into the customer experience. She recently attended the HubSpot INBOUND conference in Boston, MA and brings a level of knowledge and passion to the company unmatched in the pool & landscape industry. We are grateful for Brittany and her desire to learn and grow at Reef Tropical. 


Landscape Design, Build & Maintain Team

Ben Blackburn - Landscape Operations Manager - Executive Leader

IMG_0732Ben is a highly motivated and creative person. He has strong interpersonal, leadership and communication skills. He is organized and able to manage multiple projects in a fast paced, multicultural environment. Ben has broad professional experience, which include sales, marketing, budgeting, purchasing, supervision and hiring of personnel. He has over 20 years of management and sales experience. He owned and cultivated a successful landscaping business from two employees to fifteen full time and 3 part-time employees in a two year period. He is most concerned with making things work "better" and not "bigger". We are so grateful to have Ben leading our teams. 


David Baskin - Landscape Project Manager

DavidDavid Baskin earned an Industrial Design degree from Auburn University. Throughout his career, he has worked for many well-known companies offering his services in product design, with many products in production today. He most recently worked in Atlanta in the design and development of commercial real estate. His years of experience have enabled him to combine his eye for design with the project management skills needed to implement amazing designs with Reef Tropical Landscape.



Andy Lopez - Landscape Maintenance Operations & Quality 

20046805_798809033620574_8775618747467399415_nAndy is a Homestead, Florida Native and has been in the landscape industry for over 25 years. He is a family man and leads with core values of integrity and hard work. He leads the landscape maintenance crews, quality control and also plant material purchasing. He has seen many challenges and overcome various obstacles in the landscape industry. He is often the resource for various staff members to assist in consulting on landscape opportunities and challenges. He is well connected to talented subcontractors and industry experts. We are very grateful to have Andy on our service minded team. 



Pool & Spa Design & Construction Team

Jeremy Guillen - Director of Project Management & Operations - Executive Leader


Jeremy Guillen is leading the cutting edge pool design and construction industry worldwide. He and his team have built award winning pools and complicated projects all over south Florida. His clients want the best and his team always delivers. He has over 15 years' experience in the pool industry and studied Project management at Florida International University and later transferred to Nova Southeastern University to finish in Management

Jeremy is known for his interpersonal and leadership skills, communication, organization and the    ability to work with his team to meet their goals. Jeremy is comfortable orchestrating meetings and  making sure all stakeholders know and understand the task at hand. He also possesses the necessary technical skills to help clients and team members visualize and reach their common goal. 

Josh - Construction Estimator & Operations Manager 

Josh PJosh has been in the construction industry for many years along with a formal education. He is capable of delivering highly sophisticated and detailed proposals and explanations to customers about pricing. He is one of the best pool consultants in the world. He is also great at simplifying the process to easily understand. He wears many hats in the process but focuses on pool consultations with perspective clients and ensuring that projects deliver how he consulted. 

He has great relationships with vendors for pricing and works well with his internal team to generate first class estimates and presentations for clients.



Blake Pannell - Project Manager

BlakeBlake has grown with Reef Tropical for over 12 years. His aquatic environment knowledge is extensive and multi-faceted. He specializes in pool & spa functionality and finishes. He has worked on numerous projects with varying complexity. He ran the pool service division for many years and has a unique knowledge of pool equipment, functionality and automation. We are very grateful to have Blake on our service minded team. 

Blake was born in  Illinois and has made South Florida his family’s new home.



Hector Salinas - Project Manager

Hector SalinasHector is a man of character and passion. One of his passion's is pools and outdoor living design. He enjoys helping others create and bring to life the thoughts and visions that reside in their minds through aquatic environments. He is a seasoned project manager who owned and operated a Pool and Outdoor living company and worked for other pool companies in sales/design and construction. He has completed Genesis 3 Training. Furthermore, Hector brings much more than professional pool and management experience to the team, he brings a proactive and positive spirit which is vital in the construction industry full of obstacles and challenges to execute through creativity. He has a laser focus on details and aspirations for excellence. We are very grateful to have Hector on our service minded team. Hector lived in Texas for many years.  



Sergio Serrano - Project Manager

Sergio Serrano

Sergio has been a dedicated and loyal construction professional with the Reef Tropical Team for over 8 years. He has built award winning pools that have international recognition. He has seen pool construction from many different angles and always perseveres though challenges. We are very grateful to have Sergio's wisdom, experience and leadership for our construction workers along with our subcontractors and vendors. 






Pool & Spa Maintenance, Repair & Renovation Team

David Minchener - Pool Consultant & Project Manager - Executive Leader

DavidDavid has 28 years in the pool service industry and truly enjoys making people happy. His level of knowledge makes it easy for him to answer questions and remedy all pool inquiries from construction to maintenance.

Correspondingly, David's team is top notch: "By having a mechanic, a builder, pool cleaner, customer service representative and chemical expert on staff, I am able to complete all jobs with efficiency." David won the 2015 Best of Key Largo Award for Swimming Pool Coping, Plastering & Tile. David also won the 2013 Industry Leadership Award AQUA Magazine.

Cindy Lopez Price - Director of Operations Pool - Executive Leader

12317686_1071759476201239_1789049544_a.jpgCindy has worked with Reef Tropical for a combined eight years. She has long standing relationships with customers, property managers, internal team members, subcontractors and vendors. She knows pools and landscapes very well and can speak to any issues as she has seen it all. She was the Director of customer service and recently moved to specialize in pool operations and works closely with her team to increase quality and create sound processes each day. Cindy is very friendly to work with and is training staff to act as she acts to best take care of customers and accomplish the mission of the organization. 



Mike Lewis - Operations Manager - Pool Mechanics - Executive Leader

ML-051204-edited.jpgMike is one of the first to arrive each day and does everything it takes to close the loop on pool repairs from Marathon to Boca Raton. His team is the best in the world at what they do. As a child of a military drill sergeant and 16 years of pool experience, Mike Lewis has developed integral skills to lead a team of field mechanics. Mike’s loyalty and experience brings value to the customer service experience and Reef Tropical Pools.

He is running the pool mechanic division to ensure customer satisfaction and quality of work. He is ultimately running the most advanced and capable pool mechanic team in the state of Florida.  


Sue Hulsbeck - Operations Dispatcher - Pool Division 

SueSue came to Reef Tropical in 2012 and has become an important part of the Reef Tropical team.  Holding various positions in the company has equipped her with the knowledge and experience for understanding and fulfilling Reef Tropical’s customer’s needs.

Sue has resided in Key Largo for the past 27 years and is no stranger to customer service.  With a degree in business management and administration, she has managed various establishments in the Upper Keys prior to joining the  Reef Tropical Team. 

With her love of family, loyalty and commitment to the Reef Tropical Team, Sue loves her customers and is always eager to provide the best customer service experience.

Sheldon McDonald - Service Route Manager 


Sheldon is leading a team of pool techs that clean and service thousands of pools & spas a year. He moved from Plantation, FL after working for ECO Lab and Pinch-a-penny. He immediately embraced his leadership role and actively invests in his team. He cares deeply for our customers and shares in his "service minded" culture. We are so grateful to have Sheldon leading our pool techs and the culture of the team has enhanced greatly since he started. Sheldon is married and has two children. 




Finance Department Team

Juan Rodriguez - Director of Finance Department and "wearer of multiple hats" - Executive Leader


Juan is leading from many perspectives operationally and in the Finance Department. He is skilled in relational abilities and knows how to get things done. He has over 19 years of experience in Finance by efficiently balancing accounts, reconciliation of statements and Managing A/P and A/R. He provides support to our Operations Department by analyzing financial performance against key business metrics and financial highlights. Juan is a husband and a father. We are so grateful to be working with Juan. 


Tiffany Katz - Accounts Receivable

She has over 11 year of experience of Customer Service accounting. Keeping precise financial data and accurate records of Customer’s information, bills and inventory usage. She is a key player of our finance team providing information/ creating financial reports and efficiently helping our customers understand their contracts and bills. 



Linda Marquez - Accounts Receivable 

She is from Venezuela with over 6 years of Experience in Customer Relations and financial operations. She is a mother of four children and volunteers regularly at her community church. Linda has a unique perspective as she has worked closely in all aspects of the landscape operations. She now exercises financial practices in order to meet budgetary deadlines  and initiate corrective actions. She plays an  active role serving our customers with billing inquiries and special request. Also she provides metric reports of the performance of our teams. 



Luisa Barreto - Accounts Payable

LuisaLuisa is a wife and mother of three. She has lived in the Florida Keys for many years and has been sowing into Reef Tropical for over six years. Luisa is knowledgeable in all aspects of the organization and works in the Finance Department. She specializes in the construction industry and facilitation of pay apps and construction documents. She has a great relationship with subcontractors and vendors to ensure they are financially equipped to carry on and partner with Reef Tropical on the various projects. Her favorite quote is "He who angers you owns you." She is consistently humble and bold. We are very blessed to have Luisa on our team. 



Executive Servant Leaders

Julio Perez - Director of Human Resources - Community Developer 

 julio 2.jpgConsidering our vision, Julio has the most important executive job of fostering a healthy community and "growing our people". He has over 9 years of experience in Human Resources and organizational development. Julio’s expertise includes training and development, leadership and coaching. Julio is passionate about helping businesses make the most of their resources and talent, and helping individuals make the most of their job. Julio holds a Bachelor in Business Administration and an MBA degree from Florida International University. He is sometimes refereed to as "counselor" and "social scientist". 


Claude Kershner III - CEO & Visionary

Claude IIIClaude has been a dedicated, hardworking and innovative figure in the Pool and Landscape industry along with the South Florida business community. Originally from Philadelphia, PA, he has realized the possibilities of a service-oriented business in South Florida since 1998. 

He has helped shape hundreds of lives over the years through his dedication to the local community, his portrayal of effective leadership for charitable organizations, his influence mentoring his team and his ability to continually persist and enable others around him. Most recently, he has pressed forward in pool construction to build quality installations that are serviceable for the long term and provide joy and alleviate any concerns. 

Learn more about Claude III ---> Celebrating 17 Years

Call Claude at 305-367-2005 x1003, or email him at 

LinkedIn: Claude Kershner III Profile

Claude Kershner IV - President & Integrator

FIU DBA Portraits 2-221-1Claude Kershner IV is a father, husband and a service minded leader with a heart for people. He works closely with his staff on a regular basis to help them reach new heights in their lives through the vessel of Reef Tropical's mission. He is a certified business and life coach and went to Lehigh University in Pennsylvania, worked in commercial Real Estate for CB Richard Ellis for three years out of college and then proceeded to get his graduate degree (MBA) at Oklahoma State University in Business Administration with a concentration in Entrepreneurship. He is also a Doctorate in Business Administration (DBA) Candidate at FIU's Chapman School of Business class of 2022. He has been working for the family business most of his life. Now, his goal is to create value and opportunities for his staff and customers alike. Claude and his family regularly attend and serve at Christ Fellowship Church. He is a member at Peak360 Crossfit in Miami and the director of Faith RXD Miami Chapter. He is a former volunteer football coach at Coral Shores High School and now speaks to athletes through FCA huddles to help them develop character. Call Claude at 305-367-2005 x1004, or email him at 

                                                        LinkedIn: Claude Kershner IV Profile