The saying “If you build it, they will come,” has been widely debated in the business world. The belief that consumers will naturally desire or pursue a great product overlooks several factors, from need to cost to awareness. 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.
“Retail is the most critical arm to the hot tub industry,” says Ronak Shah, IHTA board member and co-owner of Tulsa, Oklahoma-based Galaxy Home Recreation.
Retailers do the heavy lifting of teaching consumers about the benefits and maintenance needs of hot tubs to ensure hot tub owners continue to use and enjoy them. As Shah explains, “Without retailers, there’s no hot tub industry.”
After soliciting feedback from IHTA members throughout 2024, the IHTA leadership team found a gap in retail membership and activism. IHTA, which works with the Pool & Hot Tub Alliance to strengthen the hot tub industry, created a new membership category to address retailers’ specific needs and foster business growth.
“The mission of IHTA is to protect the industry and promote the benefits of hot tubs,” Shah says. “You can’t do that without retailers being an active part of this association. We now have a designation for our most important stakeholder and can more directly support their promotion of hot tubs.”
A partner for navigating retail challenges
Hot tub retailers are facing several obstacles in 2025. With the new IHTA retailer membership category, IHTA will provide increased support, resources and advocacy to help retailers combat these challenges.
- Skilled labor shortage. “Hiring and training service technicians is the hardest challenge for retailers right now,” Shah says. “Not many retailers have been able to make their service department a profit center like other industries, where technicians may find more lucrative opportunities.”
Members of the IHTA retailer category will receive resources to help train their employees, including one free Certified Hot Tub Technician course per year. They can also expect education sessions and webinars about boosting service profitability. - Decreasing demand. As consumers pull back spending due to inflation, retailers will need to stay competitive. IHTA provides members with resources and education on branding and marketing through webinars and classes.
- Regulatory complications. Shah predicts retailers may face new challenges in selling hot tubs from potential regulations, including water usage restrictions because of drought, higher prices due to tariffs and energy efficiency compliance with the U.S. Department of Energy. Such events could significantly impact the pricing and popularity of hot tubs.
“IHTA has the resources and experience to address these matters with agencies and legislators to protect the hot tub industry,” Shah says, adding that confronting tariffs on hot tub parts and components is one of IHTA’s top priorities.
IHTA Hot Tub Retailer Membership benefits
Membership benefits include:
- One free Certified Hot Tub Technician course per company, per year
- Legal and advocacy support regarding regulations (i.e., drought, fencing requirements, tariffs, sales tax exemption)
- IHTA accreditation
- Networking and fellow retailer support
- Ability to join the IHTA Retail Committee, a group working to ensure the needs of retailers are being met
- Participation in local PHTA chapters
- Discounts on all PHTA and GENESIS education and certification courses
- Education sessions at The Pool & Spa Show, International Pool | Spa | Patio Expo and other industry events
- Webinars
Join IHTA with a Hot Tub Retailer Membership
The IHTA Hot Tub Retailer Membership is now available for $1,000 per year. It is designed for retailers whose primary sales focus is on portable hot tubs or swim spas.
Shah believes companies participating in this new membership category will not only receive numerous business benefits but can also impact the industry.
“A vibrant retail community will help grow sales, ensure the industry is well protected, push the envelope for innovation and help make retailers first-class operators.”
Visit phta.org/ihta to learn more about IHTA, our leadership team, our advocacy efforts and the benefits of membership.