Editorial Staff

Alice Cunningham

When Alice Cunningham walked away from a prestigious federal career in the mid-1970s to start a hot tub business, her father cried. She had a month of vacation, excellent benefits and a senior role administering job training programs for tens of thousands of people nationwide. She was, by every conventional measure, doing exactly what she was supposed to do.

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What’s the biggest advantage or challenge you see in taking on the sauna category?

When I attend trade shows as a buyer, I focus on being strategic with my time and decisions to make sure I bring back real value for the business:

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New England Spas Earns Honors at Sundance Dealer Conference

New England Spas received four awards at this year’s Sundance Dealer Conference, recognizing achievements in sales performance, customer service, event…

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USA Swimming Announces Partnership with Endless Pools as the Official Swim Spas Supplier

USA Swimming announced a new multiyear partnership with Endless Pools, naming the company the Official Swim Spas Supplier of USA Swimming through 2028. Beginning Jan. 1, 2026, Endless Pools began providing USA Swimming member clubs, fans and event attendees with access to its aquatic fitness and swimming products.

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Superior Wellness Earns Multiple Honors at UK Pool & Spa Awards

Superior Wellness received several honors at the UK Pool &and Spa Awards 2025, with recognition across product development, design and marketing categories.

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Superior Wellness Appoints New Chief Operating Officer

Superior Wellness announced the appointment of Jay Crossland as its new chief operating officer. Crossland has extensive international operational leadership experience in manufacturing, supply chain and large-scale retail.

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Family Leisure Announces Retail Partnership with Jacuzzi

Family Leisure, a leading retailer in home recreation, outdoor living and wellness products, announced a partnership with Jacuzzi Group, becoming the exclusive retailer of Sundance Spas from Jacuzzi in its markets. This brings two of the most recognized and respected names in the spa industry directly to Family Leisure showrooms, expanding premium options for customers nationwide.

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RB Retail & Service Solutions Adds DocuSign Integration to Software Platform

RB Retail & Service Solutions has added DocuSign as an integrated feature in its business software for the pool and spa industry. The update allows retailers and service companies to send, sign and manage electronic documents directly through the RB system.

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Former Spa Dealer and Industry Veteran Launches EZ Cover Clip

Former spa dealer Logan Dowson has introduced the EZ Cover Clip, a new spa cover accessory to prevent rear cover clip failures, a common issue for hot tub owners and service technicians.

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Viking Spas Welcomes Thomas Whell as Vice President of Sales

Viking Spas announced Thomas Whell has joined the company as vice president of sales. Whell brings over 30 years of sales leadership experience across the hearth, hot tub, swim spa and wellness industries.

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Canadian Hot Tub Industry Faces Installation Delays Under New Electrical Code Bonding Rule

A new bonding requirement in the 2024 Canadian Electrical Code has created significant installation challenges for hot tub retailers and manufacturers across Canada, prompting industry leaders to seek clarification and regulatory adjustments.

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Marquis Celebrates 25 Years of Make-A-Wish Partnership

Marquis Spas, a leader in luxury hot tubs and swim spas, is celebrating the 25th anniversary of its partnership with Make-A-Wish, a milestone that has transformed the lives of more than 1,250 children through the gift of hydrotherapy, providing ongoing relief for symptoms attributable to many childhood illnesses and conditions.

Alice Cunningham

What’s the biggest advantage or challenge you see in taking on the sauna category?

New England Spas Earns Honors at Sundance Dealer Conference

USA Swimming Announces Partnership with Endless Pools as the Official Swim Spas Supplier

Superior Wellness Earns Multiple Honors at UK Pool & Spa Awards

Superior Wellness Appoints New Chief Operating Officer

Family Leisure Announces Retail Partnership with Jacuzzi

RB Retail & Service Solutions Adds DocuSign Integration to Software Platform

Former Spa Dealer and Industry Veteran Launches EZ Cover Clip

Viking Spas Welcomes Thomas Whell as Vice President of Sales

Canadian Hot Tub Industry Faces Installation Delays Under New Electrical Code Bonding Rule

Marquis Celebrates 25 Years of Make-A-Wish Partnership

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