The demand for swim spas has grown significantly,
especially in the past five
years. According to AQUA’s
2024 State of the Industry survey, 71%
of pool and spa retailers offering swim
spas reported a growth in sales.
While many dealers
are confident in the
category, others still
struggle with its niche
nature — and some
retailers hesitate to
invest in the swim spa
sector altogether.
It’s clear that those looking to boost
revenue or venture into the swim spa
market should prioritize their displays,
as they serve as invaluable sales tools
that can drive new business. As such,
we asked several leading pool and
spa retailers to share their swim spa
displays and delve into the strategies
behind their presentation.
Photos courtesy Cristina Nikolov
shoppers by letting them see all the accessories they can utilize with
it,” explains Julie Richard, vice president of Richard’s Total Backyard
Solutions (Houston, Texas). “If you don’t show it, you don’t sell it —
that’s our motto. We also offer the ability for shoppers to demo it with
a test swim. We have water in our swim spa, an aqua bike, swim tether,
water aerobic accessories, goggles, slippers, robes and more. We’ve
made it feel like home for them, so they understand the importance of
this amazing investment and product.”
She notes it’s also important to train your team on the product.
“If you are ready to invest in a great product, do it, but make sure
to fully train your team on it. If your team is not
confident in showcasing it,
then it will only serve as an
expensive display on your
floor.”
This includes letting staff
members demo and get the
full experience of the swim spa
by doing after-hour test swims
and understanding how to use
the accessories in the swim spa
so they can properly show and
explain it to the shopper. “This
creates confidence in the sale and
overall showroom experience,”
says Richard.
Photos courtesy Jen Martin
displays the whole Wellis swim spa
lineup inside its showroom. “Some
of these swim spas are in partial-skirt
configuration, showing how they can be
recessed into a deck or in the ground,”
says Jen Martin, social media coordinator
and executive producer at Orange County
Pools & Spas, located in New Windsor,
N.Y.
“Showing the swim spa lineup has
been crucial for our success. Many people
haven’t seen a swim spa in person and fully
operational, but once they do, their interest
level immediately increases.” With that in
mind, one of the company’s swim spas is
filled, powered and ready for wet testing.
The company also showcases a number of accessories, including a Covana cover,
which gives customers easy access to the spa.
“The swim spa sector is growing, and we anticipate sales to grow as costs
of pools continue to increase,” says Martin. “It is imperative for pool and spa
dealers to put effort into their swim spa displays because it’s difficult to sell a
product that costs tens of thousands of dollars without showing it indoors.”
Photos courtesy Gary McQuaide
entrance,” explains Gary McQuaide, president of Matley
Swimming Pools and Spas in Pepperell, Mass. “I feel
strongly that when someone comes into your showroom,
you want to put your best foot forward. You only have
one chance to make a great first impression.”
Matley Swimming Pools and Spas sells both hot
tubs and swimming pools. But when a customer
can’t quite fit a pool in their backyard, staff is directed
to show them an alternative to pool ownership
with more benefits — the swim spa. “Year-round
swimming in our climate is a big plus,” says
McQuaide.
The company has been selling swim spas
for quite a few years now. “With all the talk
about plunge pools, the swim spa is a healthy
competitor,” says McQuaide, “and a LOT less
construction time. Homeowners can enjoy their
swim spa in a few days rather than after months
of construction.”
McQuaide encourages dealers to not be afraid
to dive into the swim spa market. “Once you’ve
made the commitment to selling swim spas, the
traffic will come. Not everyone has the product
in their offerings, so you will have a step up
on your competitors. And if your competitor
already has them, you should offer them, as well.”
Photos courtesy Dana Hyde
built a deck around it with a step in front,” explains Dana Hyde, co-owner
of CK Spas (Saint-Eustache, Quebec). “This allows customers
to walk up to the swim spa and look down into it — rather than
standing at roughly the same height and missing the whole view
inside. This gives them a nice view of seating, of the water current
when swim jets are on, and it allows us to better demonstrate the
features of the product.”
Consequently, its swim spa display allows CK Spas to give
customers a better idea of how it could look in their own backyard.
“The setup is more appealing than a standalone spa, and much
more inviting,” says Hyde. “Without going the extra mile to make
the swim spa installation more appealing, you lose out on potential
customers. Customers love the wow factor walking into the store.”
Hyde believes swim spas are the future. “Depending on
where you live, yards are getting smaller and restrictions on pool
installations are increasing,” she says. “Many customers cannot
permit themselves to add an aboveground pool, for example, to
their yard due to size and distance from property lines. A swim
spa will often fit where a pool won’t and, in colder climates, is
great since it can be used year round versus only a few months.”
What advice does she have for newcomers? “Do your
research. I often read online that a swim spa is just a big hot
tub. It’s similar, but it’s a very different product, in my opinion, and it’s important
to know the key
differences between
a spa and swim
spa, and which will
suit your customer.
It’s our job as
salespeople to sell
our customers what
suits their needs
and wants. So before
getting into selling
swim spas, make
sure you’ve done
your research on the
product and know the
product well. Swim
spas have a bigger
price tag, require more
planning and, in my
experience, customers
will have more questions
about them than a spa.”