Industry veteran Craig Nielsen reflects on 25 years of growth—and what comes next
By Nick Han
Craig Nielsen has spent over 25 years in the commercial aquatic industry as Chief Executive Officer of CEM Aquatics, a respected Salt Lake City, Utah-based firm specializing in the design, construction, and renovation of aquatic facilities across the United States. Following CEM’s acquisition by Landmark Aquatic in early 2026, Nielsen has stepped into a strategic leadership role at Landmark Aquatic—bringing that breadth of industry experience to bear as the company charts its direction in the waterpark sector. In a recent interview, Nielsen reflected on the waterpark industry in particular: its origins, its current state, and where it’s headed. As someone who has built waterparks from the ground up and co-owns two Nevada waterparks, he offers a rare combination of hands-on expertise and owner-operator insight that now informs Landmark Aquatic’s strategic thinking. When asked about the industry's future, Nielsen is unequivocal: "We could never have imagined that waterparks would become so popular when the industry was in its infancy. When people ask me what I think about the waterpark industry, I see a story still being written—and an increasingly exciting one at that!"
Looking Back Over The Past 25 Years
When reflecting on the early years of the waterpark industry, Nielsen explains that the business model was remarkably consistent in the early 2000s. Waterparks had both open and closed flume slides, tube rides, and lazy rivers. “These waterparks were reminiscent of early amusement parks, with snack bars, perhaps a sit-down restaurant, and maybe a gift shop,” says Nielsen. The season was typical of other outdoor aquatic facilities in that they were open from Memorial Day to Labor Day. Revenues came from admission and up-charges on food and goods purchased at the gift shop. “The most sophisticated piece of technology on the property was probably the water-chemistry controller. What has changed, dramatically, is the complexity of the playing field,” says Nielsen.