hat’s hot in the portable spa market? A lot of function mixed with a little flash, according to many retailers and manufacturers across the country.
“The bells and whistles attract customers, but the benefits sell the product when it comes time to write the check,” says Rob Ahrensdorf, subcommittee member of the National Spa & Pool Institute’s Hot Tub Council and vice president of sales and marketing at MAAX Spas in Chandler, Ariz.
“It’s a Dr. Jeckyll and Mr. Hyde purchasing experience between being rational and emotional,” Ahrensdorf says.
Here’s a look at the latest bells and whistles on the market, and how the industry sizes them up:
COLORS
Fizzle: Although pearlescents (colors containing metallic pigments) enjoyed a brief run of popularity, that trend appears to be dying down as customers turn to new looks, says Dave McKibben, manager of the spa, aboveground pool and store network divisions at Patio Pools & Spas in Tucson, Ariz.
Sizzle: Blue, gray and green Quarite, which mimic the look of natural stone, now are the top-sellers, says Suzanne Heim, marketing director at Classic Pool & Spa in Canby, Ore. These textured acrylics also are more forgiving with stains and scratches, says Heim.
ELECTRONICS
Fizzle: Hot tubs with TVs, VCRs and stereo systems, which fall into the $8,000 to $10,000 price range, are too steep for many customers, says Gary Paetsch, owner of Action Pool & Spa in Elmwood, Ill.
Sizzle: Hot tubs with more useful options such as lighting features. The majority of Paetsch’s customers want to stay within a more affordable price range of $4,000 to $5,000.
FITNESS OPTIONS
Fizzle: While fitness option features have received a lot of publicity recently, consumers have mixed reactions about performing fitness activities in a warm-water environment, says McKibben. Many want to engage in a spa soak post-workout, rather than during, he adds.
Sizzle: Full-body exercises using optional fitness equipment appeals more to consumers seeking therapy from accidents and arthritis, says Stuart Rogers, spa division manager at Dolphin Pool Supply & Service Inc. in Dallas.
JET SYSTEMS
Fizzle: Spas that are primarily limited to back-massage jets.
Sizzle: Today, new technology has given way to more purposeful placement for a top-to-bottom body massage. The high-end portable hot tub market now offers consumers individually controllable jet pressure at an entire seat, says Mike James, president of Watson’s of Nashville in Nashville, Tenn. Dedicated pumps with variable speed/pressure motor also include pulse action.
SIZE
Fizzle: Bigger is not always better for many consumers, says Paetsch.
Sizzle: Smaller models now reach a growing demographic of aging hot tub users and homeowners with limited backyard space, says Ahrensdorf.
CABINETS
Fizzle: Many spa owners are turning away from real wood cabinets because they require too much upkeep, says McKibben.
Sizzle: Composite synthetic cabinets look like real wood — and stay looking like it with almost no maintenance. They’re now a big seller, says Paetsch.
LANDSCAPING
Fizzle: Putting spas on concrete pads or in gazebos is no longer enough for many spa owners, says Stuart Rogers, spa division manager of Dolphin Pool Supply & Services Inc. in Dallas.
Sizzle: Making the spa an organic part of the backyard is what today’s customer wants. Terraced decks, rock formations, low-voltage lighting and strategically placed plants and shrubs help achieve an integrated look, says Steve Ast, vice president of sales and marketing at Shasta Pools & Spas in Phoenix.
PLACEMENT
Fizzle: Aboveground portable spa installations that do nothing to camouflage the boxiness of the spa cabinet, says McKibben.
Sizzle: Consumers now prefer partial inground or recessed portable spa installations, he says, thus eliminating the boxiness and allowing designers to add vertical flagstone or stucco spa cabinet wraps.
FEATURES
Fizzle: Pricey “bells and whistles” features that are fun to play with, but provide little functionality or ease of maintenance benefits, says James.
Sizzle: Spas with features that make them easy to care for and user-friendly while still keeping the price in check are the big sellers, especially among those who’ve owned spas in the past, says James.
