Charting Your Course

The hot tub industry has experienced significant growth fueled by a desire for wellness and home-based recreation. The International Hot Tub Association recognizes the importance of strategic planning for hot tub retailers seeking to navigate the market and secure long-term success. Here, IHTA offers hot tub retailers a comprehensive guide to crafting a five-year growth plan.

1. Market analysis and target audience

Industry trends: Begin by analyzing current industry trends. The pandemic surge from the last several years may stabilize, with a focus on replacement models and upgrades. Research reports from IHTA and other industry sources can shed light on projected growth rates, consumer preferences and emerging technologies.

Local market dynamics: Identify your local market size, competition and demographics and understand prevailing income levels, housing styles and outdoor living trends in your target area. Analyze your customer base to refine your buyer persona.

Target audience: Based on your research, define your ideal customer. Are you targeting families, health-conscious people or luxury homeowners? Consider factors like age, income, interests and pain points.

2. Product strategy and diversification

Product mix: Offer a diverse range of hot tubs that cater to various needs and budgets. Explore popular features like ergonomic seating, energy-efficient pumps and integrated sound systems. Consider including both portable and built-in hot tub options.

Emerging technologies: Follow emerging technologies that can enhance your product offerings. Explore smart hot tub features like app-controlled temperature adjustments and advanced filtration systems. Investigate eco-friendly options like ozone water purification for a competitive edge.

Accessories and add-ons: Offer a curated selection of hot tub accessories like covers, lifts, steps and chemical management systems. Provide options for customized upgrades like lighting packages and aromatherapy systems.

3. Customer experience and service

Showroom experience: Create an immersive and informative showroom environment. Showcase a variety of hot tub models with clear labeling and specifications. Train your staff to be knowledgeable and provide personalized consultations. Offer test soaks by appointment to allow customers to experience the benefits firsthand.

Customer service excellence: Invest in exemplary customer service across all touchpoints, and develop a customer relationship management system to track interactions and preferences. Train your staff to be responsive, proactive and solution-oriented. Offer post purchase support and maintenance programs to build long-term loyalty.

Building trust: Transparency is key. Provide clear pricing information and avoid high-pressure sales tactics. Offer financing options and extended warranties to address buyer concerns. Showcase industry certifications and positive customer testimonials to build trust and credibility.

4. Marketing and digital footprint

Omnichannel marketing: Develop a comprehensive marketing strategy that uses several channels. Use high-quality visuals, showcasing hot tubs in aspirational settings and highlighting their features. Maintain an informative and engaging website optimized for mobile viewing.

Targeted online advertising: Explore Google Ads, social media marketing and search engine optimization strategies to reach your target audience. Use location-based targeting to connect with potential customers in your area.

Content marketing: Create valuable content that educates and engages potential buyers. Blog posts about hot tub benefits, maintenance tips and backyard design can position you as an expert resource.

Social media engagement: Be active on platforms like Instagram, Facebook and Pinterest. Share engaging content, answer customer questions and run targeted campaigns to promote special offers and events.

5. Building and training a strong team

Investing in employees: Recruit and retain a knowledgeable and passionate team. Provide ongoing training on product features, customer service best practices and industry trends.

Technical expertise: Ensure your staff has the expertise to answer customer questions about hot tub installation, maintenance and troubleshooting.

Sales training: Train your sales team to effectively present the value proposition of hot tubs. Focus on educating customers about the long-term benefits rather than solely dwelling on price.

Make sure your plan emphasizes the future and the direction you want to see your company in the next five years. Along the way, use resources from IHTA and the Pool & Hot Tub Alliance to help you and your company grow.

IHTA is dedicated to educating, advocating and elevating the hot tub industry. Learn more about how to get involved with IHTA by contacting Seth Ewing, PHTA senior director of member programs and services, at sewing@phta.org.