In 1986, Tracey Townley identified a gap in the market for reliable pool care education and products after building a family swimming pool and receiving little guidance on its upkeep. Determined to find a solution, she founded Townley Pool Supply, a store dedicated to high-quality pool care. Shortly after, she expanded to include Hot Spring Spas and rebranded as Townley Pool and Spa.
For 10 years, Tracey ran the business alone before her husband, Larry, left his architectural firm to join her. Together, they built a trusted name in the pool and spa industry. After 25 years, the couple retired, passing the company to their son, David Townley, in 2010 following his decade-long service as a Naval Aviator. Today, David serves as president, while his wife, Jessica Townley, leads as chief operating officer. With a dedicated team of 12 employees, Townley Pool and Spa remains committed to delivering an exceptional customer experience.
Known as central Arkansas’ highest-rated pool and spa retailer, Townley Pool and Spa thrives on strong customer relationships. “Customer relationships are the heart of our success,” says Jessica Townley. “When our team thrives, our business thrives.”
By fostering a supportive work environment, the company ensures every visitor receives expert guidance and personalized service. Their team goes above and beyond, assisting customers with water testing, troubleshooting equipment, and making informed decisions — creating trust that lasts long after a purchase.
The showroom is thoughtfully designed to highlight the elegance of their hot tubs and outdoor living products. Instead of an overwhelming retail space filled with chemical stacks, the layout is sleek and inviting. At any given time, 12 to 16 hot tubs are displayed, allowing customers to visualize their dream backyard. “We want customers to walk in and feel inspired, not bombarded with clutter,” Jessica explains.
Townley Pool and Spa has fully embraced technology to enhance customer service and streamline operations. Customers can text service technicians, sending photos or videos of equipment for quick troubleshooting. A weekly newsletter keeps customers informed with product updates, promotions, and expert tips.
The company also maintains a strong video presence on YouTube, producing educational content on pool and spa maintenance, along with grilling techniques using the Big Green Egg. Additionally, the service department has gone paperless, using RB Mobile Live for seamless scheduling, payments, and operations. “Efficiency is key,” says Jessica. “From digital payments to mobile service management, we’re making it easier for our customers to do business with us.”
Townley Pool and Spa blends digital innovation with traditional media. Justine Nightingale leads digital marketing efforts, while longtime commercial marketing director Brenda Brooks ensures their TV commercials maintain a strong local presence.
Jessica attributes the company’s long-term success to smart, strategic decision-making. “Tracey saw a need, built a business, and created something lasting for future generations,” she says. The Townleys have leveraged trusted professionals in accounting, banking, and advertising to turn their vision into a thriving, multi-generational success story.
Looking ahead, Townley Pool and Spa continues to focus on strategic, precise growth rather than broad expansion. The recent acquisition of a 10,000-square-foot warehouse allows for bulk purchasing, ensuring competitive pricing and added value for customers. “We’re not swinging a broad sword — we’re using a scalpel,” says Jessica. “Every decision we make is about delivering better service and quality.”
Beyond business, Townley Pool and Spa remains deeply committed to giving back. Their annual Big Green Egg EGGfest not only showcases grilling expertise but also raises funds for the Arkansas Foodbank, helping to fight food insecurity. The company actively supports local schools, sports teams, and community events, donating thousands of dollars each year. “Our success means nothing if we’re not using it to uplift our community,” says Jessica.
With a foundation of integrity, customer service, and a passion for outdoor living, Townley Pool and Spa continues to ensure their legacy will endure for generations to come.
