What has changed most about today’s hot tub buyer compared to 5 or 10 years ago?
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Cody Hendrickson, CEO
Innovo Spa
Three locations in Traverse City, Grand Rapids and Detroit, Michigan
The biggest change is how informed they are before they even talk to us. Ten years ago, they relied on us for most of the info. Now, they come in having researched specs, reviews and pricing online. They focus much more on the ownership experience — service reliability and water care simplicity — than just the initial purchase price. Many are skeptical after hearing stories from friends and family about the water care and repairs. Expectations for the dealership are much higher after the sale than before it.
Chet Lockwood, owner,
The Hot Tub Wherehouse
Two Bay Area locations in Santa Clara and Gilroy, California
The buyers are focused on specific models. They are well-educated on features, and they all want to wet test. Buyers have lots of different questions, and you have to be ready to address things like recessed installations and surrounding decks. You need a holistic approach!
Michael Swartz, Owner / Co-owner
Heavenly Times Hot Tubs & Billiards / Arctic Spas Denver
Locations in Dillon and Wheat Ridge, Colorado
In today’s market, customers aren’t just buying a hot tub for entertainment and recreation. They’re buying wellness, recovery, stress relief, elevated family time and an overall lifestyle upgrade.
In addition to changes in why customers buy hot tubs, buyers today are much more educated before they ever walk through the door. Five or 10 years ago, customers relied heavily on the dealer for information. Often, they would visit multiple stores before narrowing down options and beginning the shopping process more seriously.
Today, most buyers have already done extensive online research before stepping into a showroom. The ability to watch YouTube videos, read Google reviews, browse Reddit threads, participate in Facebook groups and even use AI-powered search tools has greatly reduced the need to physically visit multiple stores. Buyers now arrive already familiar with brands, pricing, features and common issues.
This shift benefits stores like Heavenly Times that have built strong reputations and accumulated years of positive customer reviews. Customers increasingly understand that service after the sale is just as important — if not more important — than the spa itself.
Advancements in technology have also changed customer expectations. Modern buyers expect fast responses through texting, quick scheduling and clear communication throughout the process.
Today’s buyers are also far more focused on:
- Energy efficiency
- Ease of maintenance
- Operating costs
- Low-chemical water care systems
- App controls
- Integrated technology
More than ever before, the relationship between the dealer, the customer and the local community plays a major role in the purchasing decision.