In an ever-competitive industry, standing out requires offering products that solve common customer pain points and create new revenue streams for retailers. Serum SuperSoft, recently introduced by Serum Watercare and built on years of development and feedback from dealers, aims to improve the hot tub ownership experience while driving long-term profitability for retailers.
The development of Serum SuperSoft
Serum SuperSoft, launched in late 2024, is the newest addition to Serum Watercare’s line of hot tub products that already includes innovations like Cashmere by HTS Turbo, a borate product designed to make water feel soft. However, the company wanted to take spa care even further. Serum SuperSoft delivers soft, luxurious water by packaging three of the company’s existing products together: Cashmere, pH Down and Total Maintenance, an EPA-registered biofilm removal product designated as a secondary sanitizer.
“It actually kills bacteria and other pathogens,” says Bill Meyer, vice president of sales and marketing at Serum Watercare.
Water chemistry and customer satisfaction
Water chemistry can often be the most stressful part of hot tub ownership, says Mark Henderson, president of Serum Watercare.
“The biggest crisis a dealer has is the water,” Henderson says. “When a dealer sells a hot tub, it’s all about bells and whistles. But when you put that tub in the backyard, water chemistry takes center stage. All the other bells and whistles mean nothing if you can’t get the water right.”
One of the benefits of the Serum SuperSoft package is that it simplifies water care, which eases customer stress and means fewer service calls for dealers.
Creating an autoship program
While the products in Serum SuperSoft can be sold individually, Meyer says its true power lies in its potential to help dealers create an autoship program, which can be a significant profit generator. The SuperSoft packaging and boxes were created with this in mind.
“Many dealers don’t realize what a huge opportunity an autoship program represents,” Meyer says. “When you sell a hot tub, you [might make] $5,000. Assuming a spa lasts 10 years, if you have an autoship program, in 10 years, you’ll make the same amount of money. So basically, you just doubled your profit without doing a whole lot.”
Despite this opportunity, many dealers hesitate to adopt such programs due to concerns about software support or staffing logistics, but for Meyer, the benefits outweigh the worries.
“You’re cementing a relationship with that customer who eventually is either going to buy another hot tub or tell their friends where they bought their hot tub, so it’s a great lead generation process,” Meyer says.
Serum Watercare aims to make this seamless for dealers. Serum SuperSoft is available exclusively through dealers and is not sold on e-commerce platforms like Amazon.
“We’re doing everything to make sure it only comes from the dealer,” Meyer says. “Once the customer is locked into buying from you as the dealer, they are not going to go away and will buy everything else from you.”
Overcoming dealer pushback
Even with these benefits, some dealers are still reluctant to fully embrace Serum SuperSoft or an autoship program. The primary objection? Price.
Some dealers worry customers won’t be willing to pay for premium water care products, but Henderson strongly disagrees. “You’ve just sold someone a $10,000 hot tub, and now you’re concerned that they won’t pay for something that makes the water care easy?” he says. “The customer will do anything to get the water right and relieve that stress.”
Meyer agrees, saying it’s typically the salesperson — not the customer — who perceives the price as a barrier.
Playful and practical products
Another potential revenue-generating add-on product from Serum Watercare is its line of oil-absorbing sponges.
Henderson, the creative force behind this product, spent 18 months developing what he saw as a superior alternative to traditional scum balls or sponges. Drawing on his experience from the toy industry, Henderson partnered with a plush toy manufacturer in China to create fun, vibrant sponges shaped like tropical fish, turtles and manta rays. Though Henderson was initially skeptical about the popularity of a turtle-shaped sponge, it turned out to be a best-selling item.
The sponges quickly became eye-catching “impulse items” for retailers, serving as both functional and decorative accessories for hot tubs, swim spas and pools. With over 20 designs already available, the product line has taken off, and dealers report strong sales. Serum Watercare offers a deal to retailers, where purchasing an assortment of sponges comes with a free display rack, making them even more enticing as store displays.
These sponges aren’t just about aesthetics — they’re practical, too. They come with a three-year warranty and can be reused by tossing them into the washing machine. Priced at $24.95 for hot tub versions and $28.95 for pool or swim spa versions, they also provide a 50% margin for retailers, adding another layer of value to this playful, high-performing product.
Elevating the customer experience
SuperSoft simplifies water care for consumers while offering dealers an exclusive, EPA-registered product. More importantly, it serves as the foundation for building a long-term, profitable relationship with customers through an autoship program.
“Sophisticated dealers are locking in,” Henderson says, explaining that they’re not just selling hot tubs — they’re selling a seamless ownership experience.