Podcasts

Episode #147 I’ve Visited Hundreds of Spa Retail Stores. Here’s What the Best Ones Do Differently with Mario Maichel

ByMegan Kendrick September 30, 2026October 1, 2026

Megan Kendrick welcomes back Mario Maichel, senior manager of dealer development at Watkins Wellness, to discuss what he sees in high- and underperforming hot tub retail showrooms. He cites Gervi’s flagship showroom in Belgium as a standout because its space, lighting, graphics and brand presence match product caliber and effectively manage shopper attention. Maichel emphasizes consistent, purposefully adjusted lighting (including layered fill and spot lighting), adequate product spacing and mixing manufacturer imagery with local, regionally relevant visuals to avoid a “soulless” feel. Common mistakes include too much messaging and visual clutter, outdated awards, and assuming customers know what a dealer sells; he stresses clear exterior messaging and intentional signage. He recommends budgeting about $1 per square foot annually for POP updates, using community businesses and Pinterest for inspiration, and using AI to visualize upgrades. He also discusses window distractions, low-cost wins like cleaning and paint, and a “perfect store” wishlist of high ceilings, strong logistics, and roughly 4,000–5,000 square feet for multi-category offerings.

Show Notes with Timestamps:

00:00 Podcast Welcome
01:10 Why Showrooms Matter
01:53 Best Showroom Example
03:27 Space And Attention
04:56 Lighting That Sells
12:15 Cluttered Space Costs
17:34 Showroom Upgrades Pay
21:24 Too Much Messaging
25:21 Build A Cohesive Story
30:37 Define Your Brand
32:10 Mission For Your Space
33:06 Driving Without A Destination
35:09 Zoom Out With A Plan
37:58 Local Inspiration Hunt
40:17 Pinterest And Themes
42:49 AI Mockups Fast Wins
43:41 Windows And Attention
46:10 Cheap High Impact Fixes
48:58 Visual Clutter Mistakes
51:22 Make Products Visible
57:31 Perfect Store Wishlist
01:00:37 Wrap Up And Takeaways