Leisure Concepts: Deck Out Your Showroom Swim Spa

When a new product takes off, it often inspires others to design accessories that enhance it even further.

Take swim spas. Their rise in popularity has boosted sales opportunities not just for manufacturers but also for retailers. Still, their height — typically 53 inches or more — creates a challenge: How do buyers get in?

For Mike Genova, owner and president of Leisure Concepts in Spokane, Washington, that problem sparked his latest innovation: ModDeck, a modular decking system with steps and a landing that makes entering a swim spa simple.

“The inspiration comes out of a need and a function mindset,” Genova says. “Instead of having nothing around it, except maybe a single step system, or having the consumer reach out to their local handyman, this product allows the consumer to have an affordable choice.”

Don Riling, owner and president of Olympic Hot Tub in Seattle, was among the first to adopt ModDeck and now features it at several showrooms.

“It is a smart purchase because consumers don’t have to get somebody to build something or deal with materials on their own,” Riling says. “We come and set them up [with the spa] for [customers], and it’s turnkey.” 

He adds, “Many consumers today are into immediate gratification, so when the big toy shows up, they want to be able to use it as soon as they can.”

What makes ModDeck different 

Unlike other systems, ModDeck is fully modular — dealers can add sections to fit any swim spa size. Constructed of powder-coated aluminum, it’s corrosion-resistant and topped with nonslip rubber on the treads and decking for safety. Handrails add another layer of security. 

“[A large part of] the demographic for swim spas is 50 or 60 years old, and it’s an age dealers sell to,” Genova says.  

These buyers, Riling notes, “are in a price point where they’re already aware they are going to make an investment. Unlike a hot tub, they look at it as if they’re putting in their version of a swimming pool. So, when they do purchase one, they tend not to skip things that are essential, [like steps for] getting in and out of the swim spa or an easy cover removal system.”

Genova also wanted ModDeck to be retailer-friendly. 

“We were looking for a product that was easy to assemble and wasn’t cost-prohibitive,” Genova says. “Some other brands are made from composite decking material that’s very heavy to ship and takes a bit of work to assemble.”

That’s why his team focused on simplifying installation. “We worked hard to make it quick and easy,” Genova says. “And the easier and faster it is for the retailer’s installment team, the more attractive it is for the retailer.”

Solving more than one problem

The system also helps with cover management. 

“Many retailers will sell a standard 3- or 4-foot step that is not usually in the middle,” Genova says. “So how do you get the cover off if you’ve got this 16-foot tub and you’ve got a 4-foot step on the side? How do you move the covers from left to right or right to left?”

Beyond function, ModDeck can improve the overall presentation, Genova says. “It breaks up the look of a big box and creates a picture for the consumer that pulls on their emotional strings so they want to buy it,” he adds.

Riling says the design is appealing because it’s modern — though not high tech — but with more of an architectural look to put in front of the spa versus a traditional look.

Boosting showroom sales

For Genova, ModDeck is as much about retailers as it is about customers. 

“We believe it enhances the look and feel of the swim spa itself,” he says. “It’s hard to differentiate one retailer’s swim spa against another’s, but by having the right look and feel, your company has a better chance to win the sale.” 

Leisure Concepts has been a leader in spa accessories for more than three decades. With ModDeck, Genova delivers what consumers want — safe, simple swim spa access — while giving retailers another tool to close the deal.

“As with everything we do, we are also trying to provide products that create the opportunity for retailers to make sales and profits,” he says.