Today’s shopper isn’t buying a hot tub for jet count alone — they’re investing in outcomes. Here, we take a deeper look at the first two pillars of defining a wellness-first sales approach — how dealers can sell targeted hydrotherapy instead of jet counts, and why simplicity of ownership has become one of the industry’s most overlooked competitive advantages.
The customer walking into your showroom in 2026 isn’t shopping for a backyard party prop; they’re on a wellness mission. Dealers who understand that will win the next decade, and possibly more.
For many hot tub retailers, success has traditionally been measured by spa sales. But experienced dealers know long-term stability isn’t just about selling more units; it’s about maximizing the value of every customer after the sale.
The International Hot Tub Association, an affiliate of the Pool & Hot Tub Alliance, works at the local, state, national and international levels to protect your business, promote fair regulation and ensure industry voices are heard where it matters most. One of the guiding forces behind IHTA is the IHTA Engineering Committee, comprised of 16 volunteers who serve as the technical front line for the portable spa industry.
Women of Water (WOW) was developed to amplify voices, support career advancement and ensure the next generation of industry leaders reflects the diversity of our communities and clients. Through education, mentorship and peer-to-peer networking, the initiative is empowering women and encouraging them to stay in the industry, assume leadership roles and build confidence.
“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.”
Trade show season is here — and with it comes the chance to connect, learn and bring back ideas that can make a lasting impact on your business. To help you get the most from your time on the show floor, members of the International Hot Tub Association senior leadership team share their strategies and best practices.
Trade show season is just around the corner. While walking the show floor lets you learn about new brands and products, it can also open your company to potential noncompliance.
“When you know better, you do better,” says Bob Barzilay, owner of Proper pH Pools in East Hampton, New York.
That’s why he and over 250 other hot tub industry professionals are Certified Hot Tub Technicians, an industry designation awarded through the Pool & Hot Tub Alliance that teaches the essentials of servicing portable hot tubs.
An industry is only as strong as the people connecting consumers with products. The hot tub industry is no different. That’s why the International Hot Tub Association is proud to offer a new membership category for hot tub retailers.
Maggie Wood wants her customers to love hot tubs as much as she does.
Wood, who is taking over Kenosha, Wisconsin-based Hansen’s Pool & Spa from her parents alongside her sister Katherine, views her hot tub as a sanctuary, source of restoration and gathering place — benefits she hopes her customers can experience as well.
The International Hot Tub Association understands the challenges and opportunities that come with selling hot tubs. To help retailers boost sales, we’ve compiled a guide with practical tips and strategies.