Northern Hot Tubs says it provides ‘turnkey’ program to sell hot tubs online
Selling hot tubs online is not exactly a cutting-edge concept. Manufacturers have tested the direct-to-consumer, drop-ship model for years, while retailers have expanded their local territories by offering internet deals to customers who do not want a wet test.
But Northern Hot Tubs, a new brand that has entered the Canadian market in the middle of a pandemic, believes it has crafted a new niche as online consumer buying has increased because of COVID-19. The idea is to entrust the hot tub sale, delivery and installation to pool installers and hot tub service companies — industry experts who already know the product inside and out despite never selling them.
By removing the overhead costs of a showroom, Northern Hot Tubs wants to open a new market where Canadian customers can enjoy a well-built, well equipped and affordable hot tub. They will provide a lead-generating web page to dealer partners as well.
“We want to be the top online brand of hot tubs throughout Canada,” says Len Carter, president of Northern Hot Tubs, who previously helped market and sell other hot tub brands including La-Z-Boy Spas, Hydropool and Beachcomber. “Northern Hot Tubs offers a turnkey opportunity to pool and spa professionals interested in growing their business while also providing a quality product that customers can enjoy in harsh climates.”
The Meaford, Ontario–based company offers seven hot tub models in four sizes — all in silver marble — that seat two, four, six or eight people. The hot tubs are crated for extra protection during delivery and, since everything is included in one price, the customer receives free shipping. The hot tubs are also Wi-Fi enabled. Customers can control their hot tubs from a smart device, and dealers can monitor and troubleshoot customers’ hot tubs to be proactive on potential service calls.
These logistics appealed to Jon Dallaire, sales manager at Canada Hot Tub Parts in Sudbury, Ontario, when he decided to become one of Northern Hot Tubs’ first dealers.
“Our company sells hot tub parts and everything under the sun for hot tubs except the hot tub itself — until now,” Dallaire says. “The Northern Hot Tubs partner program has allowed our company to offer a high-quality and affordable hot tub should our parts solution no longer make sense.”
Carter says he established Northern Hot Tubs as a work-from-home model in step with the latest business trends. Additionally, during COVID-19, two-thirds of Canadians increased their online shopping habits.
“People became more accustomed to buying everything from food to cars online,” Carter says. “That consumer confidence in virtual shopping lends itself well to our hot tub buying and selling model.”
The hot tub lifestyle is now easier and more affordable for Canadians, according to Carter, as they can all shop for hot tubs from home just like they have been doing for gifts, gadgets and groceries. Dallaire agrees, viewing this new opportunity to start selling hot tubs as a win for everybody.
“The price strategy is fair and equitable,” Dallaire says. “We also can use the Northern Hot Tubs website to educate our customers in our protected territory and have peace of mind that all sales are directed to us, regardless of their origin.”
Northern Hot Tubs, built with a stainless-steel frame, ABS base and five-layer insulation system, is positioning itself as Canada’s all-inclusive online hot tub alternative, selling and servicing with free shipping anywhere in Canada. Located about 112 miles (180 km) northwest of Toronto, the headquarters sits on an acre of land and offers showings by appointment. All Northern Hot Tubs are shipped from Meaford to a local pool or hot tub service company, who in turn handles delivery and installation.
Due to high demand right out of the gate, Northern Hot Tubs is not activating any further partners for the 2021 calendar year. However, any Canadian pool or hot tub professional not currently selling hot tubs may apply for a 2022 dealership.