Cover Valet Appoints Crystal Lengua-Rowell as Vice President of Canadian Operations
Cover Valet announced the appointment of Crystal Lengua-Rowell as vice president of Canadian operations. With over 23 years of experience specializing in hot tub accessories, Lengua-Rowell is a seasoned industry leader known for driving growth, leading high-performing teams and building lasting customer partnerships. In her new role, Lengua-Rowell will oversee all Canadian operations, including sales, marketing, logistics, customer care, trade shows and digital marketing initiatives.
“Crystal brings not only unmatched experience and credibility, but also a deep understanding of what Canadian spa professionals need to thrive,” says Marc Black, president of Cover Valet. “Her leadership marks a major step forward in how we support this market. We’re not just expanding; we’re building stronger, more responsive partnerships with our Canadian customers.”
She will work closely with Matt McMillan, director at Cover Valet, to bring the company’s refreshed brand identity to life across the Canadian market.
“Crystal’s depth of experience and her understanding of the Canadian marketplace make her uniquely suited to lead this next chapter,” McMillan says. “She brings a strategic lens to everything she does, and her leadership will be instrumental as we execute our brand direction across North America.”
