The bag:
Lands End's XL tote, with the embroidery so everyone knows exactly which bag is what. We have some L.L. Bean totes, which i like for the stiffness of the canvas, but I need the pockets and the attached key fob. (This was purchased before LE stuck their foot in it by retracting the Gloria Steinem interview after right wing nutjobs bitched about feminism. As such, I wrote them and told them that until they got a goddamned spine they'd lost all my business. Which was considerable. And now I'm without a go-to tote and swimwear place. Assholes. Also why I'm not linking to them.)
Towels:
The biggest little has a specific pool-branded towel he likes, but the rest are Turkish foutas, or peshtemal. I am OBSESSED. They absorb a ton, dry out quickly, are cute, and I got them off of eBay (from this shop--the thick ones are the best) for way cheaper than the fancy places sell them.
Wet bags:
Two of them. Because inevitably one will not get put back. And tell me why I never knew these were a thing until I had kids? Cause they are AWESOME. The Skip Hop one has a mesh outside pocket which is where I stash my swimsuit and rash guard.
Packing cube:
That's the black mesh bag. Holds the boys' swimsuits and rash guards. Please to note the little one's oldey-timey one-piece striped job. Last season The Gap had a similar suit that I am kicking myself for not buying in all the sizes, so I hunted one down from Etsy this year (do you die? I die. That is some cute ass shit right there). I need to find him a toddler-sized straw boater, a handle bar mustache, and teach him some barber shop harmonies before fourth of July.
Packing cubes are the shit by the way. I got a bunch in multiple colors from ebags a few years ago. So now when we travel, the boys and I have our stuff color coded. Biggest little is red, littlest little is orange, I am green. It makes packing all those tiny little socks so much easier. JBB is on his own, cause he's a grown ass man and can pack his own stuff.
Diaper clutch:
That's the crazy patterned zip bag (it's a Ju-Ju-Be wristlet; I have a couple because they are the perfect size and I cannot resist an obnoxious pattern), which is also waterproof so can function as a wet bag just in case. This one holds a tiny wet brush, a spare barrette for me, soap, and all the other little toiletries that we'll seem to collect randomly over the season.
Toy bag:
That's the blue mesh duffle, which is new this season. I straight up copied another parent at the pool who had all their water toys and dive sticks in a big mesh nylon bag. Genius. It fits in the main bag to go to the pool and can just hang out separately on the way back.
Goggles:
Two pairs for the littles and a prescription pair for JBB (in that fancy stripey case) get tucked into one of the side pockets. I am neither blind nor a delicate dainty flower about opening my eyes underwater so I skip 'em.
Sunscreen:
Side pocket, alongside extra swim dipes. I have sunscreen in every car as well. Because, preparation! I should buy stock in Banana Boat, Coola, and Supergoop, because despite trying seriously every brand under the sun, those are the only ones that are easy to put on (no ghostly cast or impossible to rub in craziness), smell nice, last a while, and actually work.
Sunglasses:
Kid ones go into that little drawstring bag. Mine are either on my head or in the car (I have no joke 6 pairs stashed in there. Again, preparation). I've had good success with picking up kids sunglasses cheap at The Gap. I have zero faith in either kid's ability to not break things or lose things, so I get multiple pairs when they have their massive sales.
Etc.:
Uno--a pool STAPLE--goes into a little pocket. Not shown but thrown on top will be a skip hop diaper clutch (also have spares on both cars, because, preparation) with wipes. I generally just throw my wallet and phone on top; my wallet is one of the cute ones from Mochithings hat will hold my phone as well. As I'm sure you can tell, I am a big proponent of the "little bags inside the big bag" method of organization and that site is the best source for all kinds of pouches and wee things. Keys get clipped to tote's attached fob. I usually throw a magazine or book along the side edge, and a water bottle and Cheez-its for the hangries.