When Cheryl and Ray Klubnik moved to Las Vegas in 2004 with a three-month-old baby and a single spa manufacturer looking for a dealer, they didn’t have a storefront, a customer base or even a local network. What they did have was experience, instinct and a willingness to take risks — the same qualities that would shape Hot Tub Liquidators into one of the market’s most recognizable spa retailers.
Ray had grown up in the hot tub business, introducing spas into his family’s company in Ohio, while Cheryl brought a background from her own family’s insurance business. In the early days, the couple borrowed money from Ray’s parents, recruited a helper and handled nearly every task themselves — from deliveries and sales to accounting and scheduling.
From the start, their roles were complementary. Ray was the salesperson and risk-taker; Cheryl built the systems behind the scenes. Together, they created a company culture centered on relationships rather than transactions. “Customers didn’t just buy from Ray, they became part of our family,” Cheryl says.
That philosophy still defines the sales approach today. Staff greet customers immediately, ask detailed questions and focus on matching products to real needs. Some buyers close on the first visit, but many return after follow-up conversations. “Our follow-up is where a lot of the sale actually happens,” Cheryl explains.
Service is treated as an extension of the sale, not a separate department. The company maintains a large base of serviced spas, with dedicated field technicians and an in-house specialist focused on refurbishing pre-owned units before they reach the showroom floor.
That refurbishment program — now a defining part of the business — started almost by accident. While hauling away old spas during deliveries, Ray saw an opportunity to recondition and resell them. The concept gained traction during the 2008 recession, when customers wanted the spa experience but couldn’t justify the price of a new model.
Today, the company is known across the Las Vegas market for its mix of premium new products and affordable refurbished inventory, a combination that has helped it weather economic swings while reaching a broader range of customers.
Hot Tub Liquidators’ flagship Henderson location reflects that scale and ambition. The 32,000-square-foot destination store houses inventory, refurbishment, service and sales under one roof, with towering racks of spas and immersive surroundscapes designed to help customers picture the product in their own backyards.
A second, smaller location in Summerlin offers a more boutique, walk-in experience, giving the company both a destination showroom and a neighborhood storefront.
The business is also instantly recognizable thanks to its signature logo: a sunglasses-wearing duck giving a thumbs-up from a hot tub. Designed by Ray himself, the playful mascot has appeared on buildings, service vehicles, parades and promotions for years, helping cement the company’s identity in the local market.
Ray passed away in early 2025 after several years of illness, but his influence remains embedded in every part of the company — from the logo to the sales philosophy to the culture he and Cheryl built together.
Now at the helm, Cheryl continues to lead the business, investing in digital tools, advertising and in-store events while relying on a long-tenured team she describes as “extended family.” And soon, the next generation will join the company as well, with daughter Ava preparing to step into the business after college.
“More than two decades after that leap to Las Vegas, we’re still guided by the same principles that built this company: taking risks, building real relationships with customers and creating a family-first culture for our team.”
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.
