Meet the 2025 SpaRetailer Insiders
Have a question for our panel? Email us at editorial@kendrickcontent.com.
Jennifer Lafleur, Sales manager
Colorado Pool + Spa Scapes
Two locations in Avon and Glenwood Springs, Colorado
Jennifer Lafleur recently marked her 15th anniversary with Colorado Pool + Spa Scapes, a 100% employee-owned company. As the sales manager, she oversees the company’s service, repair, retail and spa sales and marketing. Lafleur’s commitment to strong customer relations and quality service contributes to the company’s success. Outside of her professional life, Lafleur enjoys spending time in the mountains with her family and dog, hiking, paddle boarding and Nordic skiing.
Jeff Bassemier, President
Bassemier’s Fireplace, Patio, & Spas
Evansville, Indiana
Jeff Bassemier is second-generation in the hot tub industry. In 1968, his parents, John and Diane, began selling gas grills and lights out of the garage of his grandmother’s home. Bassemier started in the company when he was short enough that his “training” on filling propane tanks included turning his head away when he disconnected them to avoid a propane burn in his eyes. He worked in the business through high school and parts of college. After graduating, he stepped back in as a chimney sweep, then moved up to technician and service manager. When the time came, Bassemier was given the opportunity to become the next president and now works alongside his brother, James, who serves as vice president. He has been married to his wife Melissa for 15 years, and they have two children — Brayden, 13, and Olivia, 10. Outside of work, Bassemier is active in his church and community and recently retired from the volunteer fire service after 21 years.
Whitney Elliot, CEO
Innovative Spas
Virginia Beach, Virginia with a new location opening in late 2024 in Sarasota, Florida
Whitney Elliott is the founder and owner of Innovative Spas, a hot tub and swimming pool company based in Virginia Beach. With an entrepreneurial spirit and a passion for bringing relaxation to her customer’s homes, Elliott created Innovative Spas and opened her doors in 1988. She’s spent the last 36 years turning a dream into a thriving business. Her self-starting attitude and dedication have expanded the company’s reach to cover the majority of the East Coast. Today, Elliott is proud to see her family — her son, nephew and son-in-law — share her vision and help run the business. Under her leadership, Innovative Spas continues to set industry standards for quality and customer satisfaction.
Michael Swartz, Owner
Hot Tubs, Inc.
One location in Owings, Maryland, serving D.C. metro, Maryland, Virginia, southern Delaware, eastern North Carolina and portions of West Virginia
Kevin Greenwell has dedicated his entire career to the pool and spa industry, beginning as a lifeguard in 1996. After graduating high school in 1998, Greenwell joined a local pool builder, Stevenson Pools, honing his skills in spa deliveries, spa repairs, pool excavation, pool repairs, retail sales and more, ultimately rising to the position of general manager. In 2009, he founded his own business, Hot Tubs, Inc. After six years, Greenwell purchased Stevenson Pools, as well, and both businesses continue to grow. Greenwell’s wife, Tracy, has been an unwavering source of support throughout the journey. They are proud parents of their three children — Koy, 20; Lily, 19; and Gy, 16 — who are all students but actively contribute to the business.
Nadine Nuzzo, Retail division manager
Arvidson Pools & Spas
Three locations in Crystal Lake, Palatine and St. Charles, Illinois
Nadine Nuzzo became an Arvidson Pools & Spas customer 26 years ago, and shortly after, began water testing with the company as a part-time job. One summer led to a career, and for more than two decades, Nuzzo has been an integral part of the Arvidson team. As the retail division manager, she and her team have transformed their department — encompassing hot tubs, swim spas, saunas, above-ground pools and chemicals — into a powerhouse in the greater Chicagoland area. Nuzzo oversees all three stores, ensuring top-tier service and products. She has also been a PHTA Midwest Chapter board member for eight years and is currently the treasurer. Outside of work, Nuzzo is a Disney lover and avid baker. She is embracing her role as a new Nonna, cherishing every moment with her first grandchild. She also enjoys spending quality time with her three children and their families.
Nimisha Patel, Owner
Galaxy Home Recreation
Six locations across Oklahoma and Arkansas
Nimisha Patel joined the family business in 2010 after the death of her father. Determined to continue his legacy, Patel, along with her brother and their spouses, expanded Galaxy Home Recreation from three to six locations, transitioning the business from a primarily billiard store into a leading hot tub destination. Today, Galaxy Home Recreation is a top dealer for brands like Jacuzzi, Sundance Spas, Cal Spas and Nordic Hot Tubs and has earned numerous industry awards. Patel has worked in all aspects of the business but focuses on purchasing decisions across the multicategory retail stores. Her favorite part of working in the hot tub industry is the continuous learning and personal and professional growth while building relationships with vendors, fellow retailers, her team and customers.