When Jim and Diane Hedlund opened Advanced Spa And Pool in 1995, they were launching more than a new business — they were building the foundation for a family legacy. Just one month before opening their store, the couple welcomed twins, setting the stage for a company designed to grow alongside their family.
“Our goal was to build a family business that we could eventually pass on to our children,” says Owner Jim Hedlund. “We wanted it to have a strong foundation and, most importantly, an amazing reputation.”
From the beginning, the Hedlunds prioritized personal service and long-term customer relationships. Even the company name was intentional: Advanced Spa And Pool — or A.S.A.P. — because they’re always ready to help.
Rather than competing directly with big-box retailers, the company built its reputation on a different model. “Our philosophy has always been about value, not just price,” Hedlund explains. “We focus on personal service, onsite visits for installations and deliveries, and complete backyard projects.”
That approach quickly set Advanced Spa And Pool apart in the Hudson area. Drawing on Hedlund’s background in home construction, the company began pairing aboveground pools with custom wood or resin decks built in-house — a combination few competitors offered at the time.
“We were one of the first companies in our region offering full backyard transformations,” Hedlund says. “By partnering with trusted local tradespeople, we could coordinate everything from pools and patios to electrical and fencing.”
Over time, the business expanded to include spas, vinyl-lined inground pools, service and maintenance programs, and a growing retail operation. According to Hedlund, the company has always been willing to take on projects others might decline. “We’ve never been afraid of the more labor-intensive or complicated jobs,” he says. “Those challenges pushed us to grow and helped establish the reputation we have today.”
That reputation has earned Advanced Spa And Pool multiple design awards as well as the title of “Best of Greater Nashua” for swimming pool and spa service 11 times.
As the company evolved, the Hedlunds also recognized the importance of building stability within the business. “Retail and construction can be heavily influenced by weather and the economy,” Hedlund says. “Service and maintenance provide consistency, and that’s been an important part of our long-term strategy.”
Just as important as the services the company offers is the team behind them. Many employees have worked with Advanced Spa And Pool for more than a decade, and all crew leaders are trained internally before moving into leadership roles. The company also emphasizes professional education, with crew leaders earning CPO certifications and the team participating in ongoing training through the Pool & Hot Tub Alliance.
Hedlund himself has been deeply involved in industry organizations, serving for more than 10 years as president of the New England region of APSP/NSPI and helping coordinate local training courses for pool professionals.
Community involvement is another cornerstone of the business. Advanced Spa And Pool is an active member of the Greater Hudson Chamber of Commerce, where Hedlund serves as both board director and executive vice president. The company was also named the chamber’s Small Business of the Year.
Beyond business organizations, the company regularly supports local initiatives — from sponsoring youth sports teams to serving as a drop-off location for Toys for Tots and donating to food pantries and community drives.
Inside the retail store, the layout is designed to create a smooth, engaging customer experience. A U-shaped flow guides customers through different product areas — from grills and pool accessories to robotic cleaners, chemicals and hot tubs, working with Viking Spas and Nordic Hot Tubs — before arriving at the water-testing stations. “While customers wait for their water analysis results, they can browse the store and explore other products,” Hedlund says.
Marketing for Advanced Spa And Pool often takes a lighter approach. One of the company’s most recognizable features is a roadside marquee sign that changes every Monday with two new humorous messages. “We never sell anything on the sign,” Hedlund says. “It’s just something fun for the community.”
Despite that, the sign has become one of the company’s most effective marketing tools, frequently generating social media engagement, newspaper mentions and even fan suggestions from passersby. “People tell us their favorite part of the day is driving by to see the new messages,” Hedlund says. “When something like that connects with the community, it makes it all worthwhile.”
Looking ahead, the Hedlunds see the next chapter of Advanced Spa And Pool continuing its family tradition. Two of their adult children are preparing to take on larger roles in the business. “We’re excited to eventually pass the baton to the next generation,” Hedlund says. “But for now, Diane and I plan to stay involved and keep building on what we started.”
This article first appeared in the April 2026 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
