Are you feeling the heat of competition with big-box stores?
Making yourself heard above the din of larger retailers’ lower prices and large selection may feel intimidating. But here’s the good news: You already have the tools you need to be your community’s go-to for all things hot tub-related.
Your customer service, product selection, showroom and opportunities for community engagement are core elements that already set your business apart from the “big guys” — you just need a game plan to leverage them.

Lean into personalized service and showroom experiences
As an independent retailer, you have the opportunity to curate personalized, niche experiences and provide ongoing support that customers won’t get with the drop-and-go style that often accompanies a big-box store purchase.
Max Blaser, general manager of Mountain Hot Tub in Bozeman, Montana, says his team is laser-focused on having the best water maintenance program available, growing and maintaining the largest, most experienced service department in the state and keeping a commitment to local organizations and community connections.
“It is our strong contention that no big-box retailer in our industry is even remotely competitive in any of those three areas,” Blaser says. “By focusing on those departments and connections, we believe we can not only remain competitive in the spa industry but continue to grow and expand market share.”
Nimisha Patel, co-owner and chief information officer for Galaxy Home Recreation in Tulsa, Oklahoma, says her team prides itself on being expertly trained and ready to help customers find products that fit their space and personal needs.
“We know our products, and we know what works best for our clients,” Patel says. “This level of personalized shopping is not available at the big-box stores.”
Blaser says ongoing training both internally and through brand partners is the most effective and reliable way to ensure his sales staff can communicate differences between Mountain Hot Tub’s manufacturers and offerings from big-box stores.
“It’s been our experience that there are no shortcuts for genuine product knowledge and seller confidence,” he explains. “It takes time and experience to know how to relate specific features to customers in a way that is relevant to them.”

Patel says Galaxy’s showroom is designed so customers can sit, touch and feel what they’re purchasing. Galaxy offers customers wet tests so they can try before they buy.
Blaser says Mountain Hot Tub has been a part of some of the most elaborate hot tub, swim spa and sauna custom installations out there, including vaulted hot tub installations, custom spa siding, elaborate sauna design and installation, helicopter deliveries and more.
“We’ve done and continue to do all sorts of projects that aren’t replicable through big-box [stores],” he says.
Because Mountain Hot Tub only sells hot tubs, saunas and swim spas, its showrooms are designed around and dedicated to those products. Blaser says as far as he knows, no big-box stores offer ways to test hot tubs, swim spas or saunas. Between live units, touch-screen displays to explore every color variation, water test stations and a broader selection of accessories and water care products, Blaser believes the shopping experience across all Mountain Hot Tub showrooms is “leaps and bounds ahead of anything big-box can offer.”
Don’t neglect community engagement
“We’ve always believed in the power of independent retail,” says Max Rhodes, co-founder and CEO of Faire, an online wholesale marketplace for retailers and brands.
Reflecting on a recent e-commerce study from Faire and Wakefield Research, Rhodes says local retailers play an important role in what makes a city or town feel unique.
“Their superpowers of curation, agility and community building have successfully met a growing consumer demand for connection and values-driven shopping,” Rhodes says. “By leaning into these advantages, they continue to increase market share.” The study found consumers are willing to spend more money if it means their favorite local shops will continue to thrive. The study also found Gen Z — the world’s first true digital generation — has an increased preference for traditional in-store shopping.
With consumers ready and willing to invest in local businesses, hot tub retailers have unique opportunities to connect with their customers in ways that larger retailers can’t.
Patel says Galaxy’s sales team enjoys building relationships with customers as they return to the store for assistance or to make additional purchases.
“They will continue their relationship with their sales associate — truly an experience only made when shopping local,” Patel says. “In turn, customers will refer us to their friends and family because of their connection with their salesperson.” Galaxy Home has been in operation for 49 years and is also heavily involved with supporting its local schools and the Leukemia Foundation.
From the top down, our employee participation in local events and fundraisers is unrivaled by any box store in any of our markets. We don’t just stroke a check once a year to a local cause for the optics of giving back.”
Max Blaser, Mountain Hot Tub
Blaser points out that Mountain Hot Tub’s employees are deeply embedded in the areas they serve, with a strong commitment to the health and well-being of their communities. “From the top down, our employee participation in local events and fundraisers is unrivaled by any box store in any of our markets,” Blaser says. “We don’t just stroke a check once a year to a local cause for the optics of giving back.”
Mountain Hot Tub team members volunteer time and donate money, products and services to dozens of local organizations that Blaser says make a difference in their communities. Hot tubs and saunas are regularly provided at local fundraising events like polar plunges, tournaments and festivals as well.
Like Galaxy, Mountain Hot Tub has a decadeslong legacy of serving its communities. “We’re not a faceless corporation operating in Montana,” Blaser says.
Shop local and buy local messaging is often featured in Mountain Hot Tub’s advertising, and Blaser says it’s generally most effective when it’s relayed by the company’s staff. “Whether it’s in person, over the phone, via email or text message, we make a point of letting customers know that we’re real people, right here locally, providing the best products, service and support,” Blaser says.
Mountain Hot Tub has also partnered with other local builders and contractors to provide products and installation. During times of economic decline, Blaser says a contracting partner has occasionally attempted to cut costs by purchasing spas from a big-box store or online retailer. The headache comes when the builders have too much happening at once on a project to handle the installation.
“Our cradle-to-grave level of service allows our partners peace of mind, knowing that our scope of work on any given project is handled,” Blaser says. “We take tremendous pride in hearing from project managers that our team’s work was the smoothest part of the entire build and often the only portion that was completed on time and without being over budget.”
Emphasize value over price
Patel says being a product expert is key to explaining to customers the differences in construction, comfort and warranty between Galaxy’s products and the products at big-box stores.
“We sell products built to last that can weather normal wear and tear,” Patel says. “Big-box stores are focused on low price points, and the consumer gets what they pay for — a product that fits what they are looking for but not built to last.”
We sell products built to last that can weather normal wear and tear. Big-box stores are focused on low price points, and the consumer gets what they pay for — a product that fits what they are looking for but not built to last.”
Nimisha Patel, Galaxy Home Recreation
Financing plays a major part at Galaxy since its products are not priced at lower entry points. With a range of financing options, Patel says a consumer will feel more comfortable buying a high-quality product with a payment plan they can afford. Galaxy’s sales team is also trained to ask the correct qualifying questions and only show the customer products that fit their needs.

Blaser also affirms that product knowledge is a differentiating factor in an industry where having the guaranteed lowest price is impossible. Another way Mountain Hot Tub stands out is by having an extensive operation for used spas. Blaser says this allows them to have rock-bottom prices while still maintaining margins and further differentiating from big-box retailers by offering another category that they do not.
Blaser says they encourage employees who don’t own a hot tub or sauna to use the showroom models so they can confidently and honestly talk about the experience with customers. “I don’t think many box stores are asking their employees to jump into a tub and relax,” he quips.
“It’s pretty simple to break down the difference between us and a box store when it comes to service after the sale,” Blaser says. “They’re going to drop your spa or sauna in the driveway and hope for the best. We’re here for anything you need, for the life of the spa or sauna.”

