46-50 HOT TUBS:SPN Master pages 18/5/09 21:53 Page 3
spnfeature
recent survey highlighted the fact The 480 also features the new know a lot of our members are selling to
A
that someone who owns a hot AccuPressure Massage Seat for finger existing customers at a far, far greater
tub is four times more likely to point massage. rate than before” said Don Gillespie
renew and get a new model than It comes with a unique Thermo-Lock IV from APSP.
make the first decision to buy one. In other system, which prevents cold air from In the UK, hot tub dealers and
words once people have a hot tub then outside getting into the spa and keeps distributors are especially keen to get the
they’ll keep it – and upgrade it. heat inside the spa so that all available message out on added value, more
Even in tougher financial times the heat is conducted back into the water. technology, improved service levels and
chances are dealers throughout the The ABS sub-structure of the spa forms value for money. The focus is on
country are focusing on existing customers one piece with the DuraMaax panels. persuading existing tub owners to see
rather than new ones. “These are the sort of added extras which just how much things have changed.
“We try hard to get new people into anyone looking for an upgrade is going to Marquis Spas has added options to its
hot tubs
the showrooms,“ said one Cheltenham want to see.” 2009 range to meet the requirements of
dealer; ”but the truth is we are finding a The upgrade trend has already been all potential customers. Marquis has
great deal more success in talking to set in other parts of Europe and in the fitted as standard integrated cushioned
customers who perhaps bought a tub United States. headrests and a therapeutic cascading
four years ago and really enjoy it but The strategy of convincing customers waterfall throughout the range, with
now want to go for something better. who are already sold on the enjoyment of multi-level seating, including a cool-down
They are people out there who are hot tubs is much easier than finding new seat in the larger models. A new
incredibly knowledgeable, even ‘geekish’ customers says Lauren Stack, Director of ‘organic’ foot well – modelled on the
about hot tubs and who want special the United States trade association, the actual rock formation of a riverbed –
extras and ask the most detailed APSP (Association of Pool & Spa massages the soles of the feet and
questions about the specifications of a Professionals). accommodates longer legs.
hot tub. There are some passionate hot “The hot tub industry is an easy-to - Those wanting improvements in
tub owners who will literally see enter and easy-to-leave industry. So in entertainment now have the choice of
changing their hot tub as if they were the good times there were too many stereo sound, a video screen and multi-
changing a car. They want the latest products and too many brands. Sales coloured underwater lighting if
model with the latest gizmos.” were good but perhaps too many sales required. The Adagio audio system
Much of the UK hot tub trade now were at the low end of the market. The and ‘one-touch’ pop-up directional
targets existing hot tub owners in an effort good news from this is that consumers ‘rotating speakers’ introduced last year
to encourage them to trade up – using the who made cheaper buys now have a real have been joined by the ‘E-Suite’™ – a
latest and tempting 2009 technology, enthusiasm and love for hot tubs. Four or water resistant video monitor that is
innovation and cost saving features and five years later those purchases give us a stored in and lifts up from a heated
are keen to explain how hot tubs have great opportunity to go and sell up and corner of the spa to prevent the screen
changed in the last five years. get people to be aware of the huge from misting up.
Some spa manufacturers offer these recent technological developments in the Automatic changing coloured LED
types of trade-ins as “credit” towards the hot tub market. This is how we can use lights, both underwater within the hot tub
purchase of any new hot tub model. Often, the greater options in what’s available to and on each of the exterior panels,
hot tub owners will find that they will end our advantage.” provide mood lighting that bathes the
up saving significant amounts of money by The Hot Tub Industry Growth Initiative water with colour, whilst externally
trading in their old spas for the latest, in the United States, formed to try and creating an ambient glow around the unit.
cost-efficient ones. fight back in a market many say has Inside the spa the water jetting system
Trading up has become more important slumped by a half in the last 15 months, has been improved with the ‘Tri-Zone
in the last 12 months says Maax Spas who has put a priority on trading up, urging Hydrotherapy’™ and ‘PowerShift’™ jets
no longer manufacture under the Coleman dealers to contact customers on their delivering three levels of relief to the
Spas brand name but trade as MAAX Spas databases to try and ‘sell up and sell on’. upper, middle and lower body, including
carrying a new logo. The US market is now in the third year of massaging aching feet, all available from
“A number of the older spas sold six or decline, with total market sales forecast at each single seat.
seven years ago are neither energy only 210,000 units expected to be sold To ensure the water temperature is
efficient nor have the advantage of the this year, 50% lower than the 426,000 spas maintained throughout the spa and the
new technology which quite honestly has sold in 2006. bathing period, filtered water is drawn
changed the face of spas recently,” said a “The turn round in sales will come. It’s into the primary pumps and
company spokesman. likely to come from sales on new higher simultaneously routed through a high-flow
“Some spa owners are now finding older tech hot tubs to a generation of 40 to 60 heating system ahead of the jet systems.
models are just not as luxurious. A lot of year olds who bought five to 10 years ago Most people who bought a spa for the
emphasis is going on getting people who and now want a hot tub with better first time wanted it for relaxation, says
have already bought into the concept of therapeutic jets, with more opulent Bob Lauter at Master Spas.
hot tubs to upgrade.” sound, lighting and DVD systems. They “I think second time round the people
The new 400 series from MAAX is ideal also want more energy efficient systems. I who want to go for an upgrade are
for an upgrade and positioned for
customers who want to move to more high
tech options!
“A NUMBER OF THE OLDER SPAS SOLD
“We are finding a lot of existing hot tub
owners become really technically astute
SIX OR SEVEN YEARS AGO ARE NEITHER
about hot tub technology. They know
what they want from an upgrade in great
ENERGY EFFICIENT NOR HAVE THE
detail.
“The 480 model spa has 62 jets, which
ADVANTAGE OF THE NEW TECHNOLOGY
are designed to give ideal water massage.
The jets can be adjusted manually so the
WHICH QUITE HONESTLY HAS CHANGED
intensity of the massage can be adjusted
for each person.
THE FACE OF SPAS RECENTLY”
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JUNE 09 swimming pool news 47
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