Our first issue devoted almost entirely to marketing
We have thrown out the template for this issue of SpaRetailer. While you’ll find some of the regular sections, many have been replaced to make room for articles devoted to marketing. It’s something we’ve never done before, even in our other themed issues, so I’m excited to share it with you.
Marketing is one of the hardest parts of managing a hot tub retail store. How much should you spend? What avenues should you explore? Should most of your money be spent online or on more traditional methods? How do you know if it’s even working? We hear your struggles and hope this issue will help you navigate those questions as we explore where your peers have found marketing success.
Also, please join me in welcoming Patricia Diamente to the hot tub industry. To my knowledge, she is the first female CEO of a hot tub manufacturer. It pleases me to no end to see other women in this industry succeed. I had the chance to have breakfast with her in Atlantic City, and my write-up on that conversation can be found here.
There has been so much acquisition news in the industry as of late — Clearon/AquaFinesse, Jacuzzi/Investindustrial, APSP/NSPF, BioLab/NC Brands, Lonza/Platinum Equity, Aqua Quip/Leslie’s, Allied Innovations/Spa Parts Plus, and more. As you can see, we’re doing our best to cover it all in our pages, but for a different perspective please listen to The SpaRetailer Podcast. In two of our latest episodes, we talk to Larry Caniglia about the long-overdue merge of the APSP and NSPF, as well as Brian Quint about Leslie’s purchase of Aqua Quip. Check it out on your commute.
Also, I was sad to hear of Jeff Kaufer’s death. Jeff has been a longtime industry friend and was on the SR Panel in 2016. The spa manager at Concord Pools in Latham, New York, Jeff was also an active member of the libertarian party. He recently ran for Vermont state senate. Jeff had battled bone marrow cancer for a long time and leaves behind his wife, Stacey, and daughters Andrea and Sophie. You can find the GoFundMe account set up to assist his family on the SpaRetailer Facebook page.
Megan Kendrick, publisher