2024 AQUA 100 Winner: Elko Spas, Billiards & Pools

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All photos courtesy Kimberly Elko/Photo by Megan Parker

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Elko Spas, Billiards & Pools was founded by Michael and Kimberly Elko (a husbandand- wife team), after they began a personal journey towards wellness. Michael has Chiari Malformation — a condition where the brain stem extends into the spinal canal — which became a catalyst for change.

Thus, in 2004, the Elko's made a significant move, and acquired multiple businesses specializing in inground and aboveground swimming pools, Olhausen pool tables, and Hot Spring spas. The subsequent merger of these ventures gave rise to Elko Spas, Billiards & Pools, where their core philosophy is wellness. Now, as they celebrate their 20th anniversary, Elko remains committed to providing the Myrtle Beach area with unparalleled relaxation and entertainment.

"We understand the importance of staying at the forefront of the digital landscape to meet the evolving needs of our clients." —Michael Elko, Owner/President

Timely and clear communication is one of the cornerstones of Elko's long-standing success. When a client has a problem, the company does not provide a generic response and instead, gives a customized solution. Elko also takes great pride in its store design, which has a warm and inviting atmosphere. "Our team members also participate in regular training sessions, workshops and industry conferences — including the annual Hot Spring Dealer Conference — to stay abreast of the latest trends, technologies and best practices," says Kimberly Elko, owner and vice president.

Elko's marketing places emphasis on wellness and unity within its community. To endorse this mission, the business utilizes multiple marketing channels including television, radio, sponsorship of events, emails, and much more. But the best marketing comes from customer endorsement and word of mouth.

"One of our most successful stories is about a client whose life changed with a hot tub purchase," says Kimberly. "Struggling with immobility and pain, they were desperate for relief. After a few weeks of using the spa, they returned transformed: The once-stiff joints and aching muscles were now pain free, granting a newfound freedom of movement. This story is a testament to the transformative power of our products."

Looking ahead, Elko will take on an ambitious expansion of its showroom and open a corporate office with a state-of-the-art inground pool design center. The company's team can then create 3D CAD (3-dimensional computer-aided design) drawings of a customer's home and backyard, which allows them to virtually walk through their projects to ensure everything is to their liking before construction begins. "Additionally, we're excited to enhance the convenience for our customers with the future introduction of an online shipping cart on our newly designed website," says Michael Elko, owner and president, "making it easier for everyone to access and purchase our products online."

Elko Spas, Billiards & Pools has a lot to celebrate. "Looking back on 20 years, Elko's dedication to understanding and exceeding our clients' needs and expectations sets us apart," says Michael. "Year after year, our unwavering commitment to excellence and innovation will continue to drive us forward, ensuring that our clients' experience is nothing short of exceptional."

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