In the Name Of Wellness

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All photos courtesy Ohio Hot Tub & Sauna

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In an era where wellness and relaxation have shifted from luxury to lifestyle, Ohio Pools & Spas is evolving with the times by way of an exciting rebrand. In October 2024, the company unveiled Ohio Hot Tub & Sauna, a new store in Avon, Ohio, dedicated entirely to hot tubs, swim spas, and saunas.

This launch marks a pivotal moment in the company's long history. Founded in 1957, Ohio Pools & Spas began as a small business focused on inground swimming pools, operating out of a single-car garage before opening its first retail store in Canton, Ohio. As the business expanded β€” adding a second store in Mayfield Heights in the 1990s β€” it gradually shifted away from pool construction, building its last inground pool in 2001.

"While we continued selling aboveground pools until 2018, construction had already ceased being our main focus," says Amanda Annis, president and third-generation owner. "However, customers often still confused us with companies specializing in inground pool construction."

After acquiring the business from her mother in 2021, Annis knew it was time for both expansion and a clear rebranding to highlight their true expertise in spas and saunas. "The rebrand, as Ohio Hot Tub & Sauna, clarifies our identity," she says.

But more than that, the rebrand emphasizes the company's commitment to wellness β€” a core value its customers share. "Our customers consistently talk about wellness," says Annis. "And we saw an opportunity to align our brand with this trend by emphasizing products that support overall well-being."

With plans to rebrand its other two locations under the same name, the company is poised for a transformative year. We sat down with Annis to further discuss this exciting transition and her vision for the future.

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The wet test room was expanded, giving customers the opportunity to try before they buy.The wet test room was expanded, giving customers the opportunity to try before they buy.

Decisions, Decisions 

For Ohio Hot Tub & Sauna, selecting the ideal location for the new store was a deliberate process, driven by thorough market research and collaboration. "Watkins Wellness assisted us with market analysis and demographic research β€” which goes beyond our internal skillset β€” to provide insights into where our products would have the greatest impact," says Annis, "because not only did we need to open in a market with strong growth potential, but also a high concentration of target customers."

After pinpointing the right market, the next challenge was finding an affordable location that aligned with their financial projections and budget. Annis worked closely with her CPA, real estate broker (they went through a few before finding the right match), and manufacturer to evaluate potential sites, factoring in everything from rent to property taxes to proximity to high- traffic areas.

"Ultimately, we found a property that met all of our criteria," says Annis. "But it wasn't easy β€” I wasn't shy about asking for as much help as I could get to feel confident in the location and ultimately, the investment."

With the location secured, showroom construction began. The affordable real estate in the Avon area enabled Ohio Hot Tub & Sauna to expand the showroom, so special considerations were made to create a more spacious and immersive customer experience.

One of the most impactful decisions Annis made throughout the redesign process was hiring the right designer β€” Edith Bukenya of Crested Crane Interiors, whose experience in showroom design guided Ohio Hot Tub & Sauna through every step of the process, from managing contractor conversations to ensuring the layout met the business's functional and aesthetic needs. "Her ability to translate our ideas into practical, beautiful designs was impressive," says Annis.

A major focus was creating a serene, almost spa-like environment. "I wanted it to feel very zen," explains Annis, "so we brought in natural elements and soft tones." Extra attention was given to layout, ensuring the right number of hot tubs, swim spas and saunas were displayed, along with essential water care products. Practicalities like water spigots, drains, heaters and electric outlets were critical to facilitate quick setup and teardown of floor units.

"In terms of in-store technology, we opted for simplicity," says Annis. Rather than complex digital displays, the showroom features minimal point-of- purchase signage, with clear, easy- to-read details on pricing, financing options and basic model information. "The goal was to make everything accessible and straightforward for customers."

The new store also boasts a larger wet test area, where customers can try out three working hot tubs, a custom sauna, a swim spa (with plans to fill a second), and even a steam shower in the bathroom and changing room area. "Customers can fully experience the product before making a purchase," says Annis.

Small details, like custom napkins, coasters and banners, helped to elevate the grand opening. The store also opted for local catering, as lifting up other local businesses is important to them.Small details, like custom napkins, coasters and banners, helped to elevate the grand opening. The store also opted for local catering, as lifting up other local businesses is important to them.

A Phased Marketing Approach

From remodeling the interior to dealing with unforeseen weather events β€” including a tornado that damaged the newly installed roof and knocked out electricity for over a week β€” the construction process took longer and cost more than expected. The company even had to switch contractors mid-way through the project. "We faced delay after delay," says Annis, "but we kept everyone β€” both staff and customers β€” informed about the progress and managed to do a soft opening despite the ongoing construction."

The soft opening proved beneficial, not only in helping the new staff β€” all local hires from the Avon area β€” find their footing, but also for strategically ramping up marketing efforts before launching full-scale promotions.

The first step was to leverage digital marketing. The company mirrored successful campaigns from its other locations and tailored them for the new store using Google search ads, along with social media platforms like Facebook and Instagram. "We created lookalike audiences based on our existing customers," Annis explains, ensuring they targeted the right people β€” those most likely to make a purchase.

Additionally, they used geo-targeting based on zip codes and customer demographic data to reach potential buyers online. This was crucial for generating early visibility and awareness, making certain that anyone searching for hot tubs or wellness products found the new location at the top of their search results.

The company's commitment to understanding its customers extended beyond online campaigns. The previous year, Annis had conducted a comprehensive customer demographic profiling project, collaborating with a local agency to analyze the changing demographics of their buyers in the wake of the COVID-19 pandemic. By reviewing data from their customer base over several years, they identified key characteristics that most of their customers shared.

This research provided invaluable insight into how the market had shifted post-pandemic, and allowed Ohio Hot Tub & Sauna to fine-tune their marketing efforts. "We were able to define a set of criteria that 99% of our customers meet," says Annis. These insights enabled them to launch a highly targeted direct-mail campaign, followed by digital email blasts, aimed at households that fit their customer profile.

Annis and her team also embraced grassroots efforts, recognizing the importance of building local connections β€” and the delays in construction provided the perfect opportunity to engage with the community. They visited other businesses, handed out business cards, and offered coupons, establishing relationships with potential customers before the store officially opened.

"We went out and met people in our community, asking if there was anything we could help with while we were waiting on our contractors," says Annis. This proactive approach helped build awareness and trust within the neighborhood. Many people they met had already seen the company's direct- mail pieces or signage, showcasing the impact of their multi-touch marketing strategy.

Ultimately, all these efforts affirmed that when it was time for the store's grand opening, the new location was primed for success.

The grand opening of Ohio Hot Tub & Sauna was made complete with a ribbon-cutting ceremony, celebration from staff and a visit from Mayor Bryan Jensen.The grand opening of Ohio Hot Tub & Sauna was made complete with a ribbon-cutting ceremony, celebration from staff and a visit from Mayor Bryan Jensen.

A swim spa was in full motion during the store's grand opening.A swim spa was in full motion during the store's grand opening.

The Grand Opening

The grand opening was not only a milestone for Ohio Hot Tub & Sauna but also a unique sales opportunity. The event featured a variety of promotions, including generous rebates, discounts on floor models, and new financing options. However, for Annis, the most meaningful aspect of the occasion was the chance to celebrate her dedicated staff.

"I asked so much of my team during this rebrand β€” patience, hard work, long hours and late nights," says Annis. "And they delivered, so I wanted this event to be about celebrating them as much as the new store."

The two-day celebration was packed with festivities, including a DJ, food from local caterers, a ribbon-cutting ceremony, and appearances from local officials, including the mayor.

The journey to the grand opening was marked by both challenges and triumphs, but Annis is ready for what lies ahead. "It's been a rollercoaster, but also incredibly rewarding. We've built something truly special, and I'm excited to see where we go from here." 

This article first appeared in the November 2024 issue of AQUA Magazine β€” 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.

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