46-50 HOT TUBS:SPN Master pages 18/5/09 21:45 Page 4
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“WE ARE FINDING A LOT OF EXISTING HOT TUB OWNERS
BECOME REALLY TECHNICALLY ASTUTE ABOUT HOT TUB
TECHNOLOGY. THEY KNOW WHAT THEY WANT FROM AN
UPGRADE IN GREAT DETAIL”
looking to move on to the next stage.
They are looking for therapy from the spa.
Which I think is why we have a better
chance to encourage them to opt for new,
higher technology spas. They want
relaxation, but they also want the ability to
have therapy, too. Hot tub manufacturers
and designers are constantly coming up
with new and attractive ways to get the
water moving. They do this with powerful –
but not punishing – jets that target specific
muscles from back to neck to calves and
even wrists.“
The 2009 season has seen manufacturers
put the emphasis on new options and
refinements at the top end of the market.
Marquis, Master Spas, Canadian Spas,
Catalina and Riviera have all built up a
strong emphasis on getting the message
out to dealers that hot tubs have far more
to offer than ever before for the
discerning, experienced and
knowledgeable customer.
Catalina Spas saw the introduction of
the Eurospa range last year as a quality,
affordable entry level spa that allowed
dealers to compete head to head with
cheap imports but offered a product with
tried and tested heritage. The product
said one dealer was ideal for selling a
serious quality product at a great price
to people who had bought spas at the
very bottom of the range. Eurospa, he
said, provided the perfect quality
products for an upgrade for people who
liked hot tubs, had bought their first
pool from perhaps a not ideal non
specialist trader and were now looking
for something better.
A Riviera Viano hot tub from Certikin –
The brand allowed the company to
trading up from a cheaper first time purchase
to a quality brand is now a growing trend
access parts of the market not available to
Catalina – and once the Eurospa products
were established in new market places
then Catalina products followed them.
Certainly Catalina see their products at
different levels which apply to people in
different price ranges but which might
also be easy to see customers buy better
each time they purchase a new hot tub.
Catalina’s Eurospa products are in the
£3,000 to £4,000 range and the next
level up are the Catalina products around
£5k to £7k.
One dealer selling from the Cheshire
Sundance Spa dealership Alfresco Life Ltd
said that there was a real demand from
people who wanted to move from their
existing hot tub to a top end brand. “We
see all the time that people who bought a
tub some time ago look at what is now
available in our showrooms and they just
think ‘wow’. I think there are a lot of those Spa Crest – one of the companies encouraging the trading up market
people around.” spn
48 swimming pool news JUNE 09
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Digital edition available at www.swimmingpoolnews.co.uk
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