I didn't take the plant out, I took the system out: how a Ukrainian built a $3 million business in the US

When Maksym Kustovsky came to the United States, he had no clear plan, no savings, or even confident English. But he did have skills, an entrepreneurial spirit, and a willingness to experiment. In ten years, he went from a pool cleaner in Texas to the founder of Stainless Swim, a company that produces innovative stainless steel plunge pools.

They do not need to be dug, they are installed in a few days and do not require permits – the structure is assembled like an IKEA set in two days. The American market has literally exploded with this approach. Maksym's company already has $3 million in annual turnover, is preparing to scale up, opening franchises, and proving that Ukrainian engineering, perseverance, and self-belief can conquer a new industry even where it seems that everything has been decided long ago.

Maksym Kustovsky tells LIGA.Life about risk, fatigue, leaving the comfort zone, and how far across the ocean creates jobs for displaced people.

The beginning of Maksym Kustovsky's journey: from adaptation to business idea

When he moved to America, Maksym didn't have any ready-made business ideas. He came on a Work&Travel program and had no clear plan. He had experience in IT, technical education, and engineering thinking, but nothing more. The young man from Vasylkiv remembers his first day in the United States like it was today. Shock, silence, and a complete lack of understanding of where to start.

- It was very stressful. It was immediately clear that this was a completely different world. Different buildings, different trees, different culture and people. There was nothing in common. But I knew for sure that there was no turning back. Over the years, there was not a single moment when I wanted to give up. It was not even considered as an option. Yes, at some points it was hard – morally or physically. But the idea of giving up never occurred at all.