The "off" season should really be called the "on" season, as it offers a strategic opportunity for pool and spa businesses, regardless of what weather the off-season brings. In the Sunbelt, where warm weather is nearly year-round, business might slow down, but it rarely stops. On the other hand, in the Frostbelt, winter brings an abrupt halt to pool operations as cold weather takes over. But, whether you’re dealing with a slight dip or a complete freeze, the end of the swim season offers a valuable opportunity to refresh your marketing, connect with customers in new ways, and set the stage for next summer.
Whether you are looking to stay engaged during the slower months or actively drive off-season revenue, in this article, we will explore how to use this unique time period to your advantage.
FROSTBELT: THRIVING DURING POOL SHUTDOWN
For pool and spa businesses in the Frostbelt, the off-season can be daunting. The weather closes pools, and the customer traffic slows to a trickle. But this doesn’t mean you should go silent. In fact, the long off-season provides a unique opportunity to maintain your brand’s presence, cultivate customer loyalty, and even lock in revenue before the pool season returns.
PRESEASON PREPARATION AND EARLY-BIRD DISCOUNTS
While pools may be closed, customers still need help maintaining them and must be ready when warm weather returns. Service providers should focus on preseason maintenance campaigns. Offer early-bird deals on seasonal start-up services, inspections, and equipment repairs. These promotions give homeowners peace of mind, knowing that when pool season starts, they’ll be first in line for service, and their pool will be swim-ready.
These campaigns can be driven through email newsletters, social media, and even direct mail. Use this downtime to segment your customer base and target messages to homeowners who may have neglected maintenance in past years or new pool owners needing extra guidance.
Another angle: promote preseason purchases of chemicals, covers, and essential supplies. Many retailers bundle chemical starter kits with preseason service packages, offering discounts to customers who commit early. It not only drives off-season sales but helps spread out the early-season workload, making operations smoother once the rush begins.
KEEP YOUR BRAND TOP OF MIND
Even though pools are shut down, it’s essential to keep your business visible. Just because people aren’t swimming doesn’t mean they’ve forgotten about their pool — it’s still there, under wraps, waiting for the snow to melt. This is where content marketing and social media engagement become powerful tools.
Consider running a series of educational blogs or video tutorials on topics like pool winterization, DIY maintenance tips, or energy- saving practices. Webinars can be an excellent way to engage your customer base — offer free online sessions where you explain key aspects of pool maintenance and preparation for spring. This positions you as an expert, builds trust with your audience and keeps your brand at the forefront of their minds as they prepare for the next pool season.
Another tactic is to run customer appreciation campaigns during the slow months. To incentivize preseason bookings, offer loyalty discounts or special promotions for repeat customers. Even small gestures — like sending holiday-themed emails or personalized messages — can deepen customer relationships and reinforce loyalty.
USE THE DOWNTIME FOR OPERATIONAL PLANNING
While customer engagement is crucial, the Frostbelt’s long off-season offers a chance to work on your business’s back-end operations. Review customer data and fine-tune your marketing strategies based on last season’s successes and challenges. Is your website optimized for mobile users? Do you have a content calendar for the upcoming year? Have you updated your product catalog or service offerings?
This is the time to tackle those projects that get sidelined during the busy season. Investing in these areas now will pay dividends when business picks up again, allowing you to run more efficient campaigns and deliver better service.
SUNBELT: MAKING THE MOST OF A SLOWER SEASON
In the Sunbelt, where pool season stretches much longer, the off-season can feel more like a slowdown than a full stop. This downtime is the perfect opportunity to focus on incremental revenue streams and long-term customer relationship building.
PROMOTE OFF-SEASON MAINTENANCE SERVICES
For service providers, customers might not be thinking about the daily use of their pool, but they will appreciate the peace of mind that comes with knowing their equipment is being cared for. This is an ideal time to focus on maintenance that ensures pools stay in peak condition year-round. Consider running a targeted campaign for off- season pool maintenance packages, such as filter replacements, winterizing treatments, or chemical balancing. Use email marketing, direct mail, and social media to emphasize the long-term cost savings of keeping pool systems in
top shape during the slower months. Educating customers about the value of regular maintenance can also prevent more expensive repairs when the season picks up.
ENERGY-EFFICIENT UPGRADES
As energy costs continue to rise, customers are becoming more conscious of the savings that can be achieved through pool equipment upgrades. Use the off-season to market energy-efficient solutions such as variable-speed pumps, automated pool control systems, and LED lighting upgrades.
Create marketing materials — such as case studies or before-and-after content — that showcase real- world savings other customers have experienced. Pair this with a limited-time promotion, offering discounted installation fees or bundled deals to create urgency. Even though pools may not be getting heavy use, the idea of reducing monthly energy costs will catch the attention of homeowners looking to stretch their dollar.
PLAN FOR THE BUSY SEASON
Beyond customer engagement and sales, the off-season in the Sunbelt is a great time to plan marketing strategies for the upcoming peak season. Take stock of the previous year’s data — what worked and what didn’t — and build new campaigns based on those insights. Whether launching new products, expanding services, or refining existing ones, the downtime gives you the bandwidth to plan effectively so you can hit the ground running when business ramps up.
RETAIL SECTOR FOCUS: CREATING YEAR-ROUND VALUE
For pool and spa retailers, the off- season can seem like a time when foot traffic drops and sales slow down. However, smart retailers understand that the off-season is an opportunity to expand product offerings, drive engagement, and create year-round value for customers. Whether you’re in the Sunbelt or Frostbelt, there are several strategies to keep customers engaged and sales flowing, even when the pool isn’t in use.
SUNBELT RETAIL: KEEP THE OUTDOOR EXPERIENCE ALIVE
In the Sunbelt, where the off-season may only mean cooler evenings or a few months of lighter pool use, retailers can still tap into a growing desire for year-round outdoor living. Homeowners are looking for ways to enhance their outdoor spaces beyond the pool, creating comfortable, functional environments they can enjoy throughout the year.
Consider promoting backyard staycation packages, including outdoor heaters, fire pits, patio furniture, or outdoor kitchens. Highlight products that extend the usability of poolside areas, making them cozy and inviting even when the temperature dips. Think about bundling these products together with installation or setup services and market them as a complete transformation of the customer’s outdoor space.
Use social media platforms to showcase real-life examples of customers who have turned their backyards into year-round retreats. Tap into influencers or run user-generated content campaigns encouraging customers to share their backyard makeovers, which can create buzz around your brand and drive new interest.
Another way to generate revenue is to focus on pool accessories and upgrades that homeowners might consider, even during slower months. Offer limited-time promotions on products like pool covers, maintenance tools, or outdoor lighting upgrades. These types of offers keep your customers engaged and spending, even when their pool isn’t getting as much use.
FROSTBELT RETAIL: MAXIMIZE THE OFF-SEASON WITH PRESEASON SALES
In the Frostbelt, the pool season comes to a hard stop, which means smart retailers need to get creative with how they engage customers during the long winter months. One effective strategy is to run preseason order campaigns, encouraging customers to purchase their pool essentials — like chemicals, covers, and cleaning supplies — before the busy season begins.
Preseason sales benefit both the retailer and the customer. For the retailer, it brings in much-needed revenue during a slow season, and for the customer, it means they can avoid the rush (and possible shortages) when spring hits. You can offer early-bird discounts or special bundle deals for those who stock up early.
To generate interest, use email marketing and direct mail to offer exclusive deals to your loyal customers, highlighting how they can save by purchasing off-season. For example, offering a “Beat the Spring Rush” package, which includes everything they’ll need to get their pool up and running come spring, can drive engagement during a time when pool owners aren’t typically thinking about buying supplies.
Retailers should also use the downtime to explore expansion into complementary products like hot tubs, saunas, and winter outdoor gear. These products allow you to stay relevant during the cold months, providing items that cater to customers looking to enhance their outdoor spaces even when swimming isn’t an option.
Pair these promotions with informative content about winter wellness or the benefits of hot tubs during the cold months. In-store events — or even virtual events — can be a great way to introduce these new product lines, allowing customers to experience the value firsthand.
LEVERAGE THE OFF-SEASON FOR DIGITAL MARKETING AND WEBSITE OPTIMIZATION
Regardless of your region, the off- season is a perfect time to focus on your digital presence. Use the slower period to optimize your website — make sure your product descriptions are updated, photos are professional, and your SEO is strong so that when pool season returns, customers can find you easily.
Consider launching digital advertising campaigns that target both new and returning customers. Google Ads, Facebook retargeting, and even seasonal email campaigns can help drive traffic to your website and encourage off-season shopping. Use your email list to segment your customers and target them with personalized promotions — whether it’s preseason orders or staycation accessories.
Finally, this is a great time to improve your content marketing strategy. Write blogs, produce how- to videos, or share tips on pool maintenance, winterizing pools, or upgrading outdoor spaces. All of these efforts will keep your brand visible during the downtime, and position you as an expert when customers are ready to buy again.
SERVICE SECTOR FOCUS: OFF-SEASON UPGRADES AND MAINTENANCE
For service businesses in the pool and spa industry, the off-season is a prime opportunity to engage customers in a way that helps them protect their investment while also preparing for the upcoming pool season. Whether you operate in the Sunbelt, where pools are used year-round but with less frequency, or the Frostbelt, where pools are shut down for months at a time, focusing on upgrades and maintenance during the off-season can keep revenue flowing and customer relationships strong.
OFFER OFF-SEASON MAINTENANCE PACKAGES
The off-season is the perfect time to offer preventative maintenance that ensures pools will be in top condition once they reopen for regular use. Off-season maintenance packages can include a variety of services, such as equipment checks, chemical balancing, cleaning, and winterization. These packages are ideal for customers who want peace of mind knowing their pool is properly cared for during downtime.
In the Sunbelt, where pools may still see some use, maintenance services can help address small problems before they become expensive repairs. In the Frostbelt, where pools may be entirely covered or partially drained, offer packages that prepare equipment and systems for the cold months while minimizing damage from freezing temperatures.
To market these services, create targeted email campaigns and direct mail flyers that outline the benefits of off-season care. Use customer education as a key component: explain how neglecting minor upkeep during slow months can lead to costly repairs or complicated start-ups in the spring.
PROMOTE ENERGY-EFFICIENT UPGRADES
As energy costs rise and environmental concerns grow, more pool owners are looking for ways to reduce the energy consumption of their pools. The off- season presents an excellent time to market energy-efficient upgrades like variable-speed pumps, automated control systems, and LED lighting.
For customers in the Sunbelt, where pools may still be running year-round, energy-efficient equipment offers immediate cost savings, especially as utility bills spike during the cooler months. In the Frostbelt, promoting these upgrades during the off-season helps ensure that customers’ pools are ready for a more cost-effective start to the next season.
Offer limited-time discounts on installations during the off-season to encourage early adoption. Pair this promotion with digital marketing efforts, including social media ads, case studies, and email campaigns that highlight real- life examples of customers who have reduced their energy costs through these upgrades.
LAUNCH A SERVICE LOYALTY PROGRAM
Another great way to maintain customer relationships and drive repeat business during the off-season is by introducing a service loyalty program. For example, customers who sign up for off-season maintenance services or upgrade their equipment could earn points toward future services, discounts on accessories, or early access to seasonal offers.
By rewarding loyal customers, you can ensure steady off-season revenue while also strengthening relationships that carry into the peak season. Promote your loyalty program via email marketing, social media, and on-site signage during service calls.
GET AHEAD ON SEASONAL INSPECTIONS AND REPAIRS
The off-season gives service businesses a chance to get ahead on the repairs, upgrades, and inspections that pool owners might delay during the busy season. Offer discounts on off-season inspections to identify potential problems before they worsen, giving your customers a cost-effective solution and peace of mind.
By marketing off-season repairs and inspections with a “Get Ready for Summer” angle, you can tap into customers’ desire to avoid the headaches that come with last-minute repairs right as the warm weather returns. Use your customer database to target previous clients with service history, focusing on those who have deferred maintenance or reported minor issues that could be addressed in the off-season.
DIGITAL MARKETING STRATEGIES FOR THE OFF-SEASON
One of the most important ways pool and spa businesses can remain relevant during the off-season is by maintaining a strong digital presence. Whether your business is in the Sunbelt or the Frostbelt, a well-crafted digital marketing strategy can keep customers engaged, drive off-season revenue, and build anticipation for the upcoming pool season.
STAY ACTIVE ON SOCIAL MEDIA
The off-season is a great time to ramp up your social media presence, even if your in-store foot traffic or service calls have slowed down. Many businesses make the mistake of going quiet when things are slow, but this is the time to stay top of mind for your customers.
Use platforms like Instagram, Facebook, and TikTok to share engaging, seasonal content. Highlight your off-season promotions, share user-generated content, or run polls and contests to keep your audience engaged. Consider creating posts that show how customers can still enjoy their outdoor spaces in the off- season — whether it’s using a hot tub, upgrading their backyard with outdoor heating, or preparing for the upcoming pool season.
Additionally, you can run seasonal giveaways that encourage users to interact with your brand. For example, a giveaway for a winter pool cover or an outdoor fire pit can create buzz and draw attention to your off-season product offerings. Keep your social media pages active with these kinds of creative campaigns, and use them to maintain a consistent connection with your customers.
EMAIL MARKETING: KEEP YOUR CUSTOMERS INFORMED
Email remains one of the most effective ways to communicate with your audience — especially during the slower months when they might not be thinking about their pool. Craft targeted email campaigns that deliver valuable content and encourage off-season purchases.
Segment your customer list based on behavior. For example, you can send a special email with preseason service offers to customers who frequently book early or an exclusive discount for those who haven’t engaged with your business in a while. Use emails to educate your customers about off- season maintenance, pool upgrades, and promotions on equipment or supplies.
You can also launch a seasonal newsletter that keeps your business top-of-mind. Include helpful tips on winterizing pools, off-season maintenance advice, or how to prepare for a seamless pool opening. Combine this educational content with product recommendations and exclusive offers, creating a blend of value and sales.
OPTIMIZE YOUR WEBSITE FOR THE OFF-SEASON
While the off-season may bring fewer pool users, it’s the perfect time to give your website some attention. Start by analyzing your website’s user experience (UX). Are your service offerings clear? Are your products easy to navigate and purchase? How does your website perform on mobile devices?
In addition, boost your SEO efforts. Work on optimizing your site with off-season keywords like “winter pool maintenance” or “preseason pool supplies,” ensuring you capture relevant traffic for your off-season promotions. Update any outdated content, ensure your pages load quickly, and make sure your online store is fully functional.
Consider launching Google Ads or Facebook retargeting campaigns to drive off-season sales or book service appointments ahead of the busy season. With proper targeting, these campaigns can effectively reach customers who may not be actively thinking about their pool but could be persuaded with the right offer.
CREATE COMPELLING OFF-SEASON CONTENT
Even if your customers aren’t swimming, they’re still thinking about their pool in some capacity — whether it’s preparing for next season or looking to upgrade their backyard space. Use content marketing to keep them engaged.
Start by producing blogs, video tutorials, and guides that educate your audience on off-season topics, like how to maintain their pool equipment during winter or which upgrades will make their pool more energy-efficient. You can also create guides on other outdoor living enhancements, such as fire pit installations, outdoor kitchens, or setting up a cozy backyard for winter gatherings.
Additionally, consider running a series of webinars or online workshops where customers can learn about pool safety, maintenance, or new product demonstrations. This not only engages your audience during the off-season but also positions you as an industry expert. Webinars are particularly useful for service businesses, as they allow you to answer real-time questions and build stronger connections with your customers.
CONCLUSION: TURNING THE OFF-SEASON INTO AN OPPORTUNITY
While the off-season might seem like a time to scale back operations, it’s actually a powerful opportunity to strengthen your marketing efforts, maintain customer relationships, and drive incremental revenue. Whether you’re in the Sunbelt or the Frostbelt, focusing on strategic digital marketing, content creation, and seasonal promotions can help pool and spa businesses emerge from the off-season stronger and more prepared for the busy season ahead.
The key is to stay active, engage your customers where they are, and offer value in ways that go beyond poolside service. By doing so, you can turn a traditionally slow time of year into a period of growth and opportunity.
This article first appeared in the November 2024 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.
