Matthew Croy — 30 Under 40 2026

Matthew Croy has spent much of his career learning that selling a hot tub is rarely just about the hot tub.

At Isaacs Pools & Spas in Johnson City, Tennessee, Croy works directly with customers navigating a purchase that can involve everything from model selection and backyard planning to delivery considerations and long-term ownership.

Customer interaction keeps the work interesting, with each buyer bringing different priorities, questions and expectations. For Croy, the reward comes from understanding what they want and helping them find the right fit.

His time in the industry has also reinforced the importance of knowledge. Hot tubs can represent a substantial purchase, and consumers increasingly arrive having already researched products online. The salesperson’s role has therefore shifted from providing information to helping customers sort through it, understand meaningful differences and decide with confidence.

Croy has continued developing his product knowledge and sales skills while gaining an appreciation for the relationships specialty retailers can build with customers. He would also like to see the industry make hot tub education simpler, helping shoppers understand both the purchase and what ownership will entail.

For Croy, sales are the beginning of the relationship rather than its conclusion. Customers may return with water care questions, service needs, accessory purchases or eventually another spa, and their initial experience can determine whether they continue relying on the dealership.

As his career continues, Croy hopes to keep developing his expertise while helping customers make informed decisions and demonstrating the value a knowledgeable specialty retailer can provide.

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