A hot tub offers more than just recreation — it’s a personal oasis for relaxation and escape. While some retailers prioritize technical specs — number of jets, jet speed, seating capacity — many have shifted their focus to selling the overall experience.
Sky Matula, president of The Hot Tub Store in Northern California, has made the experience of hot tub ownership the core of his sales strategy.
“For a decade or more, we’ve had sales training focus on the health and wellness benefits and the lifestyle experience of hot tubs, rather than focusing on the features,” Matula says.
The Hot Tub Store’s marketing centers on imagery of families enjoying their hot tubs in beautiful garden settings. From their online presence to the physical showroom, it’s all about creating an emotional connection to the hot tub experience. With sleek showroom design — track lighting, minimal promotional signage, polished concrete floors, landscape photography, calming music and sometimes aromatherapy — the environment relaxes visitors.
“Most brands have very similar specs and components,” Matula says. “Helping people see how our products improve lives is a much easier conversation to have with almost anybody to get them to fall in love with and want our product in their backyard.”
Matula uses his hot tub twice a day — in the morning with his coffee to see the sunrise and at night, looking up at the stars with his wife.
He believes sharing stories about personal experiences helps people envision a life with a hot tub.
“People resonate more with how it’s going to benefit them, make their backyard nicer, provide connection with family, be good for entertainment and help them sleep better,” he says. “You can go from the pillow of your hot tub to the pillow of your bed.”
David Ghiz, president and owner of Imagine Backyard Living in Scottsdale, Arizona, also prioritizes experience.
His 15,000-square-foot showroom doesn’t just display hot tubs — it showcases complete, landscaped backyard settings where customers can see exactly how a hot tub would fit into their outdoor space. Two private rooms allow for wet testing.
“I wanted to show people how you can incorporate a hot tub into your backyard and have it look great, not just a box sitting over in a corner on a pad,” Ghiz says.
While Ghiz’s approach is effective, he notes that it’s not a one-size-fits-all model and requires careful thought and collaboration. His showroom, for instance, is a partnership with Jacuzzi and Sundance Spas.
Dana Hyde, co-owner of CK Spas in Quebec, has taken the experiential approach further, replicating a Nordic spa atmosphere in her showroom. Public Nordic spas are popular in Canada, but rising prices have made at-home alternatives appealing. CK Spas offers this luxury at home, showcasing a space filled with eucalyptus scents, soft lighting, calming music, synthetic grass, decking and towel displays.
“We took the whole experience of a backyard and put it inside,” she says.
Customers can test hot tubs, adjust settings and get in empty tubs.
That hands-on experience allows people to understand what they truly want.”
Dana Hyde, CK Spas
“That hands-on experience allows people to understand what they truly want,” Hyde says. “It’s a different experience than just looking at it.”
Sharing personal stories also plays a big role in Hyde’s sales approach. Whether it’s a friend’s fibromyalgia relief, her husband’s recovery after rock climbing or her use of a spa to ease insomnia, these real-life examples help customers connect on a deeper level.
“Giving your personal experiences or those of someone close to you helps,” she says. “It makes a difference because people can connect to you.”