The Pool & Spa Show is back with fresh insights, innovations and networking opportunities. Here’s SpaRetailer’s guide to the top stops for hot tub professionals.
We started this article series by challenging ourselves with a question: In this $23 billion global industry, why do sales growth and career development often seem to flatline or end in burnout? Over the past year in the SpaRetailer sales training video series, we’ve focused on uncovering and removing the barriers that keep many people stuck in what Seth Godin calls “90% below average.”
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.
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.
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.
"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.”
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?
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.
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.