Cooper Nelson — 30 Under 40 2026

Cooper Nelson wants Southern California hot tub shoppers to know one name: HotTubCoop.

Nelson has spent the past four years in sales at California Home Spas & Patio in Long Beach, where the company sells hot tubs alongside patio furniture and grills. But building his career in the industry increasingly extends beyond the showroom.

As customer habits and technology have changed, Nelson has embraced social media as a way to educate shoppers, connect with a larger audience and develop his recognizable presence in the market.

“My goal is to become the go-to name for hot tubs in Southern California,” Nelson says. “I want HotTubCoop to be top of mind — if you’re talking hot tubs, you know who I am.”

Behind that goal is a sales philosophy rooted in making the buying process personal.

Nelson works with everyone from first-time shoppers trying to understand the category to experienced owners searching for their next hot tub. Helping them sort through the options is his favorite part of the business.

“At the end of the day, it’s not just about selling a hot tub; it’s about helping families create a space to relax, spend time together and actually enjoy their backyard more,” he says.

Nelson sees an industry balancing two competing needs: keeping pace with new technology and changing consumer behavior without sacrificing the personal relationships that distinguish specialty retailers. For him, social media has become a way to do both, extending education and relationship-building beyond customers who walk through the store’s doors.

He would like to see that educational mindset spread further across hot tub retail.

Nelson believes big sales events, limited-time pricing and similar tactics can leave shoppers confused and make a purchase that should be enjoyable unnecessarily stressful. He would prefer greater transparency and more emphasis on helping consumers understand what they are buying.

The reputation he wants to build reflects that.

“The mark I want to leave is simple — I want people to say, ‘Go see Coop, he’ll take care of you,’ ” he says. “Not just during the sale, but for years after. That kind of trust is what I’m really after.”

When he isn’t talking hot tubs, Nelson spends time with his wife, Nelcy, and their two sons, Santiago and Joaquin. He also plays bluegrass banjo and is a country music fan, particularly when Brad Paisley is on the bill.

Locations refer to company headquarters; honorees may work remotely or live elsewhere.