Spa Parts Plus: One-Stop Shop

With the acquisition of Spa Parts Plus, Allied Innovations seeks to be preferred distributor

Allied Innovations began in 1974 in San Fernando, California, when Len Gordon, creator of the first in-ground fiberglass spa, invented the air switch control. With this innovation, Gordon founded the Len Gordon Company. In 1988, the Len Gordon Company purchased the assets of Brett Aqualine and in doing so began to offer a wider spectrum of services and products. As it grew, the company moved to Las Vegas in 1992.

In 2001, Allied Innovations was officially founded when Spa Builder Systems purchased the Len Gordon Company. Since then, Allied Innovations has become one of the leading providers for replacement parts and spa controls.

Since 2003, the company has focused on being a one-stop shop for its customer base, aiming to increase its presence for spa dealers and spa repair companies, says Marie Gerrish, general manager at Allied Innovations.

In alignment with the company’s plan for continued growth, Allied acquired Spa Parts Plus in January of this year. While the recent acquisition is poised to build a stronger company, Allied Innovations’ long-term customers vouch for the company’s more than 40 years of great service.

“Allied is a great company to work with,” says Amanda Lane, general manager of Champagne Spas in San Diego. “They are quick and friendly and a real pleasure to do business with. We are very thankful for their hard work and dedication to helping our business grow and keeping our customers happy.”

 Gerrish says teaming up with Spa Parts Plus supports Allied’s plans for growth with a vision to become the global parts supplier of choice for hot tub professionals all around the world, with a three-way high-level value proposition: competitive offerings, the best customer service possible and the largest parts inventory.

The transition has been seamless for its customer base, she says, and its teams are working well together. Barry Knickerbocker, former owner of Spa Parts Plus, is now vice president of Allied’s supply chain, working with the entire former Spa Parts Plus team.

Gerrish says the acquisition has left both companies better positioned to respond to the industry’s growing demands by sharing strengths and capabilities. “The industry expects availability, responsiveness and knowledge from their suppliers,” Gerrish says. “To be first on their list, we have to perform accordingly. By merging the strengths of both our companies, we can promise competence, speed, clarity and efficiency to all our customers. Our merge also extends our product offerings and our brand portfolio. We can now boast the most complete catalog in the industry.”

Customers can expect better technical support and customer service, same-day shipping on high moving or rare parts and more affordable shipping rates. Bahama Bob’s Spa Repair Service in Santa Barbara, California, has been an Allied customer for more than 10 years. “[Allied provides] excellent customer service, technical support and good wholesale prices,” says Bob Perrine, owner. “The staff is always courteous and helpful.”

Allied’s catalog comprises thousands of parts, from air controls to heaters to practically any replacement part that spa retailers may need. The company carries equipment and accessories from nearly 150 of the leading brands in the industry including Jacuzzi, Kohler and Waterway. “We’re now in an excellent position to offer all our customers a broad selection of over 10,000 control systems, keypads, pumps, jets, accessories and replacement parts for spas and hot tubs, competitive prices, same day shipping, great service and superior technical support,” Gerrish says.

“We will continue to strive to be the preferred spa parts distributor in our market,” she adds. “Our goal will remain to be the largest distributor with growth in product offerings and services.”

This fall, the company is introducing a new website and print catalog under a new logo. Gerrish explains how the new signature will both maintain the Spa Parts Plus name while also confirming the new ownership of Allied Innovations. “The value of both brands in the industry will be maintained and the synergy benefits will be clearly demonstrated to our customers,” she says. “It will eliminate any confusion.”