When most in the industry think of swim spas, they picture the acrylic, portable units that took off in the early 2000s. But alongside that story — sometimes intersecting, sometimes running parallel — is another: the rise of swim machines.
The holiday season isn’t just for decking the halls — for savvy spa retailers, it’s a chance to meet customers where they are (literally) and convert cold weather into hot sales.
A sparkling hot tub tucked into a meticulously manicured backyard can look like the perfect retreat — until the reality of soggy towels, scattered chemicals and a tossed-aside cover turns the sanctuary into cluttered chaos.
"The pool and hot tub industry is evolving with the introduction of new technologies and innovations, while increased competition for qualified talent threatens operations and growth,” says Sabeena Hickman, president and CEO of the Pool & Hot Tub Alliance. “Professional development and continuing education are the only way forward to thrive in this highly competitive environment.”
For 70 years, Jacuzzi has pioneered hot tub design, bringing health and relaxation to millions. Now, its new J5 Collection sets a next-level standard in backyard luxury. Erica Moir, senior vice president for product design, marketing and engineering innovation at Jacuzzi in Chino, California, says this new line of hot tubs will bring an elevated experience like nothing in the industry.
For many hot tub owners, cleaning filters feels frustrating, time-consuming and easy to put off. The task is not high on their weekend to-do list. Some buyers even tune out during the sales pitch — hearing only “low maintenance … every three months” — and assume if a filter looks clean, it is.
Whether the slow season lasts a few weeks or several months, retailers need to adjust their marketing strategies.
To navigate quieter months, experts and retailers alike shared what’s worked for them.
Over the years, I’ve worked with countless spa owners dealing with cloudy water, foaming, odors or even skin irritation. While these issues can seem unrelated, they often trace back to the same cause: contamination in the plumbing.
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?
Covana, a Canada-based manufacturer of fully automated hot tub and swim spa covers, is constantly refining its products using feedback from its global retailer market.
In 2021, the Federal Trade Commission — the agency charged with protecting consumers and promoting fair competition — codified its Made in USA guidelines into the Made in USA Labeling Rule, making them an official, enforceable regulation rather than just guidance.