Melissa Hutzenbuehler | Co-Owner
But in 2003, she and her then-husband, Casey Staige, were approached by Hot Spring to open a dealership in La Crosse, Wis. Staige had been working for a local hot tub company and had experience doing shows in Rochester, Minn. That’s where the opportunity came knocking — and they answered the door.
Casey Staige | Co-Owner
“We were up against companies that had been around for 20 years,” Hutzenbuehler says. “Everyone already had their pool guy or their spa supplier. We were the new kids, begging suppliers to even take our calls. We said yes to whatever we could get our hands on.”
Together, they figured out installs, customer service, inventory and everything in between. It was scrappy. It was exhausting.
It worked.
GROWING BY LISTENING
Originally, Hot Spring Spas & Pools of La Crosse was just going to sell hot tubs. But customers had other plans. “We were on the complete opposite end of town than our competitors,” Hutzenbuehler says. “People kept saying, ‘I really want someone on this side who does pools.’ So, we got thrown into pools.”
Then saunas entered the picture. “One of our hot tub suppliers was selling saunas, so we got thrown into that, too. Then patio furniture came along.”
It wasn’t about chasing every trend — it was about responding to demand, smartly. “As you go along, you add stuff over the years to what you’re already selling and good at,” says Hutzenbuehler. “But you try not to do too much, because you don’t want to be too diverse.”
Today, the business carries hot tubs, swim spas, aboveground and inground swimming pools, saunas and patio furniture.
Not everything stuck.
“We did pool tables for a while,” Hutzenbuehler says. “No matter what we tried, it wasn’t a good seller. They take up a lot of space.”
And massage chairs? “We loved them,” she laughs. “We found ourselves sitting in them…a lot…which was a nice pick-me-up for staff… but yeah, no luck there either.”
A LEAN TEAM THAT DELIVERS
In 2009, Hutzenbuehler and Staige divorced. For many business partners, that would have marked the end of the road. Instead, they doubled down on what they’d built. “I said to Casey, ‘I can’t do this without you,’” Hutzenbuehler recalls. “And he said, ‘Yeah, I can’t do this without you either.’ So here we are, still working together because we meant it.”
Today, their blended family — including their daughters Amanda Lenz, who manages the sales team and handles marketing, and Brooklyn Staige, who oversees the hot tub service department — plays a major role in the company. Hutzenbuehler remarried and her husband, Jay, cares for existing customers and servicing hot tubs. Staige remarried and his wife, Dawn, also works in sales. Brooklyn’s fiancé recently joined the pool team, and their pool manager’s wife is even on staff.
They typically hire just one person per year, often someone already close to the family, keeping their tight dynamic intact. The selective process builds loyalty and trust — and a team that operates lean, wears many hats and shares responsibility.
“Everyone does a lot,” says Hutzenbuehler. “That’s how we’ve been able to stay stable through everything — 2008, COVID — because we’ve always had that ‘fight mode’ mentality.”
And with fewer people on staff, they can invest more in each one. “Our employees get paid very well for what they do, because they do so much for us. They grow with us.”
It’s a model that shows up in every customer interaction, too. “Our tagline is: ‘Where our family helps your family have fun,’” says Hutzenbuehler.
It’s not about corporate polish — it’s about doing what’s right. “Do right by people, even when it’s not the easiest or cheapest option. That’s always been our philosophy. And it pays off, not just in business, but in reputation.”
At Hot Spring Spas & Pools, the family mentality runs deep — from the team behind the counter to the customers they serve.
THE SHOWROOM SAYS IT ALL
In 2019, Hot Spring Spas & Pools of La Crosse finally built the facility they had always envisioned: a 12,000-square-foot building, with 10,000 square feet dedicated to showroom space.
“We just made it everything, a true one-stop shop,” Hutzenbuehler says. “We wanted people to walk in and immediately feel like they were in the right place.”
They moved in that November — right before the world changed. “We thought, ‘We just built this building, and now we’re going to go out of business.’ And then, all of a sudden, everything hit the fan but in a good way. Hot tubs became the thing and business took off.”
Today, the showroom is all about the experience. “We have a designated sauna area with different woods,” says Hutzenbuehler. “The chemical section looks more like a salon than a shelf of pool chemicals. We really tried to make it appealing, something you’d want to walk through, not just shop in.”
And the layout doesn’t sit still. “Every winter, before we head into the busy season, we redo our showroom. People haven’t seen you all winter, and they come in asking, ‘What’s new?’ — and we want to give them an answer.”
That means moving spas around, refreshing displays, and even rethinking how products are introduced. “We sell Covanas, and for the longest time we had one hidden in the back,” says Hutzenbuehler. “Now, we’ve got it right by the front door. It’s a conversation piece the second customers walk in.”
The wet test room is another standout. “We have a larger room in the back. It’s darker, more private. This winter, we added a sauna back there and a cold plunge. So now, you can wet test four hot tubs, the sauna and cold plunge, all in one spot.”
No one has purchased the full trifecta — yet. “But including the cold plunge helps us look legit,” says Hutzenbuehler. “And the sauna and hot tub combo has proven to be a strong seller.”
THE USED SPA ADVANTAGE
Another area where the company stands out is its booming used hot tub business — a program that’s grown into its own little ecosystem. Customers trade in older models (from any manufacturer), and anything that still has life gets a full inspection, tune-up and warranty before hitting the resale list.
Amanda manages the operation through a dedicated Facebook page, where a loyal following watches closely for new listings. “She has a ton of people in there just waiting,” Hutzenbuehler says. “She’ll post one, and it’s gone in under 30 minutes. It’s crazy.”
Each pre-owned spa comes with a 90-day parts and labor warranty, and only units that are fully vetted and reliable make the cut. “We make sure it runs 100% before we sell it. If it’s not right, we don’t post it.”
The program also eases the entry point for first-time buyers. Customers who purchase a used spa have a full year to upgrade — and if they do, they get 100% of their original trade-in value back toward a new model. “That’s been a game-changer,” Hutzenbuehler says. “It helps people dip their toes in, so to speak. And if they fall in love with it and want something bigger or newer, they can make that move without losing anything.”
Plans are underway to expand the program even further. With a new 20,000-square-foot warehouse in development just five minutes from their store, the team is considering a dedicated indoor showroom for preowned spas — a year-round solution, especially welcome during Wisconsin winters, as the units are currently housed outside.
GIVING BACK, MOVING FORWARD
For more than 20 years, La Crosse has backed Hot Spring Spas & Pools — and the team hasn’t forgotten it. “A lot of our customers come in with causes that matter to them,” Hutzenbuehler says. “We’ve always tried to help: gift baskets, raffles, whatever we can do.”
This year, they’re going bigger: “We’re donating four hot tubs to local fundraisers and nonprofits. We’re in the middle of picking those now.”
It’s not about headlines or handouts — it’s just how they operate: steady, hands-on and rooted in their community. “There’s always more to do,” Hutzenbuehler says. “But we’re growing with confidence now.”
Not because everything’s perfect — but because they know who they are, and they show up. With hustle. With heart. And with hot tubs.
A Sweet Marketing Strategy
Hot Spring Spas & Pools of La Crosse doesn’t rely on gimmicks. Hutzenbuehler credits their strong sales to simple, smart, no-fluff marketing: targeted TV ads, local radio, a big digital sign outside the store, and a wellmanaged Facebook presence.
But the real secret sauce might just be cookies.
After every sale or delivery, customers receive a tin of fresh-baked cookies and a handwritten thank-you note. The cookies come from Cookie Advantage — a service that sends out warm, soft-baked treats with a return mailer customers can use to leave feedback (for Hot Spring) or refer a friend.
“People love those cookies,” Hutzenbuehler laughs. “They think we baked them. We didn’t. But they’re warm and delicious, and people remember.”
The result? Positive Google reviews, loyal repeat buyers, and a steady stream of referrals. “It’s just one of those little things that makes a big impression.”
