A Fresh Perspective

In the evolving landscape of the modern workplace, understanding Generation Z — those born roughly between the late 1990s and early 2010s — has become crucial. As the first generation to grow up entirely within the digital age, Gen Z has a distinct set of values, expectations and work habits. For hot tub retailers, tapping into these characteristics can not only enhance team dynamics but also drive growth. Here’s what industry professionals and Gen Z employees have to say about how this generation is shaping the workplace and what it means for the future of hot tub retail.

Defining traits 

Perhaps more than previous generations, these young employees bring confidence and honesty to their roles. 

“Gen Z is often really motivated and confident,” says Mallory Bjekich-Wachowski, co-owner of workplace training company Toolbox for Excellence. “They understand what their assets are and where they could do better. They’re more honest and upfront, and they know what they want.”

This confidence often lends to a willingness to take risks and be honest about what they will — or won’t — do.  

“Millennials were credited for wanting work-life balance, but Gen Zers really value it and have nailed it,” Bjekich-Wachowski says. “They’re like, ‘I’m won’t be a slave to my job. I’m willing to say no.’ Which is better for all of us because they don’t overpromise.”

Honesty and confidence also lead to a critical eye and willingness to speak up if something doesn’t look right or make sense, even at the risk of being seen as confrontational, says Daniel Yonkers, a Gen Z employee and customer service manager at manufacturer Viking Spas. 

“[Speaking up] stems from curiosity or a drive to learn and grow with a company,” he says. “I’m constantly questioning the way things are done so I can have a deeper understanding or use those conversations to bring forward new ideas. Gen Z wants to be seen and heard.”

Their ambition and confidence often combine with creativity to create fresh ideas.

“[We] bring a new way of thinking to the table,” says Adrian Calderon, a Gen Z employee and retail team lead at Patio Pleasures in Wisconsin. “We tend to be creative and think outside the box.”

[We] bring a new way of thinking to the table. We tend to be creative and think outside the box.” Adrian Calderon, Patio Pleasures

One of the defining characteristics of these employees is their position as digital natives. They’re the first generation to grow up with the internet, social media and smartphones. This familiarity with technology translates into a natural aptitude for navigating digital tools and platforms, which is increasingly vital in the hot tub industry.

Jared Brown, a Gen Z employee and the spa division manager at Concord Pools & Spas in Latham, New York, believes a primary reason companies should consider hiring more Gen Z employees is for their advanced tech skills. 

“Their tech savviness allows computerized processes to be put in place, streamlining the workflow,” Brown says. 

Yonkers agrees that understanding technology is a major asset for his generation.  

“Gen Z may not know cursive writing, but they have the media literacy skills to quickly grasp ERP systems, Microsoft Office and other tools your company is likely dependent on,” Yonkers says. 

Battling misconceptions

As with any generation, misconceptions abound. 

Maggie Wood, co-owner of Hansen’s Pool & Spa in Kenosha, Wisconsin, says to take these negative generalizations with a grain of salt. 

“Every generation has the bad rep, which is usually overinflated,” she says. “Some of it is true, but that’s just humans. You can pick that type of person out of any generation.”

While technology is an asset for this generation, it can be seen as a detriment, something Brown says is not actually generation-specific. 

“The biggest misconception about Gen Z is that they never get off their phones,” Brown says. “Of course, there are some who don’t, but there are also many millennials always on their phones. It’s about finding the right person who fits your workplace environment.”

Another misconception is that Gen Z is lazy — or weak, soft and entitled.

Calderon believes the opposite is more often true.  

“Most of us have strong work ethics and want to make meaningful impacts,” he says. 

Yonkers agrees that all of Gen Z shouldn’t be lumped together as lazy and entitled. 

“A lot of Gen Z has grit,” Yonkers says “It’s easy to stereotype that we have it easier than our older counterparts did because of technology, but that doesn’t mean we’re unwilling to get our hands dirty. I take pride in my work and pride in my team.” 

Engaging and hiring Gen Z talent 

Many retailers aren’t sure how to attract the right Gen Z employees. Retailers can highlight values, like work-life balance and advancement opportunities, that Gen Z prioritizes to help bring in applicants from this generation.

“We close at six o’clock — not traditionally typical in retail — which gives people time to get home, have dinner and have some time before bedtime,” Wood says. “We’re closed on Sundays, so that gives people time to be with their families, be with their friends, do whatever they need to do.” 

For retailers, work-life balance may be easier to offer than flexibility, but there are still some options to consider. 

“We can only do so much as retailers because we have open hours and have customers to serve, but technology is a beautiful thing,” Wood says. “I’ve had people say, ‘I’m not feeling my best. I probably shouldn’t come in, but I’d like to call and text all my leads today.’ And so I give everybody a laptop. I try and be as flexible as possible.”

Bjekich-Wachowski recommends highlighting extra earning and career advancement opportunities.

“They are looking for positions that will build their resume or [lead] into their future,” she says. “Showing them the skills they’ll learn is important, even if they don’t plan [to stay] for 30 years.”

Why the hot tub industry appeals to Gen Z 

When considering why the hot tub industry is a good fit for Gen Z, employees and employers alike point to the longevity of the industry as well as the focus on health and wellness. 

Brown says the shared value of wellness provides opportunities. 

“If someone has a passion for making people feel better and helping them find time to relax in their own space, this is a great opportunity for them,” Brown says.

Gen Z employees also point to the growth of technology and focus on energy efficiency in the hot tub space — skills and interests that also serve the manufacturing sector.

“Gen Z is being raised to be climate-conscious,” Yonkers says. “Circular supply chains and energy efficiency are global topics. It’s a great industry for those passionate about protecting our environment to innovate products to be more efficient or have more recyclable materials at their end-of-life disposal or during manufacturing.”

Wood says Gen Z’s collaborative nature can be nurtured.

“A lot of us are small businesses, so you’re not just a salesperson,” she explains. “You’re helping in other departments. You are involved in the heart of everything that happens with the business. No day is ever the same. There’s always something new to learn.”

Effective training and developing

Once you hire Gen Z employees, it’s important to train them, considering their values and their relative newness to the workforce.

The good news: Gen Z wants to be developed. 

Bjekich-Wachowski shares an example of a recent interaction with a young employee in which Bjekich-Wachowski asked her to share training she desired — and the employee returned with a two-page list. 

“As a trainer, that’s exactly what I want because I want to know where you feel inadequate so I can give you resources, tools and feedback,” she says.

Some skills they need are practical — like phone use. Gen Z often doesn’t talk on the phone as much as previous generations, so Bjekich-Wachowski recommends providing an overview and some practice sessions on phone etiquette and techniques. 

Other items they need to be trained on may take longer to accomplish — like how their confidence and ambition can lead to an overinflated sense of importance, which is 100% coachable, Wood says. 

“Both parties must be willing to look at that situation and [the manager] go, ‘That’s great that you want to be doing what I’m doing, but I’ve also done this for 20+ years. I would love for you to do what I’m doing someday, but you’ve got to put in some time,’ ” she says.

Bjekich-Wachowski says even if they are new, managers should work on giving everyone a voice and allowing them to share their perspectives. 

“I’m a big believer in [the notion that] everybody brings great ideas to the table,” she says. “As leaders, you can get blinders on from doing the same thing every day, so make sure [others] feel comfortable enough to share their ideas.”

As Gen Z enters the workforce, hot tub retailers have the opportunity to leverage the strengths of this dynamic group. Understanding and adapting to the needs and values of Gen Z can enhance workplace culture and productivity. By doing so, companies can build a more motivated and engaged team, ultimately benefiting the entire organization.