The SpaRetailer Podcast

On The SpaRetailer Podcast, host Host Megan Kendrick interviews Marshall Welch, president and principal owner of PDC Spas, about the company’s legacy and future after he and partners acquired it in February 2024 from longtime owners David and Linda Livingston. Welch shares his background in finance, international business in post–Berlin Wall Europe, corporate turnarounds, and owning a medical device company, and explains he was drawn to PDC’s manufacturing quality, strong employee pride, and the desire to keep production in Williamsport. They discuss product refreshes and upcoming launches, expanding breadth across hot tubs, swim spas, and cold plunge offerings, and positioning toward health, wellness, and longevity buyers. Kendrick describes PDC’s efficient, clean factory layout and long-tenured workforce, while Welch highlights complex hot tub internals, robotic drilling, three-layer fiberglass freestanding shells, and the new 7,500-square-foot showroom used for wet testing, dealer training, and customer visits. https://sparetailer.com/feed/podcast/ Show Notes with Timestamps: 00:00 Welcome to SpaRetailer01:12 PDC Legacy Overview02:25 Marshall’s Global Career05:40 Back to the States07:50 Buying PDC Spas09:59 Early Wins and Refresh10:45 Hot Tub Complexity13:10 Earning Team Trust16:13 New Lines and Wellness21:22 Factory Tour Takeaways26:33 Built for Quality28:20 Showroom and Wet Tests31:36 Next 3 to 5 Years33:42 Dealer Partnership Focus34:39 SpaRetailer Five Rapid Fire39:52 Closing Thoughts

On The SpaRetailer Podcast, host Megan Kendrick interviews Alex Eddington, of Bullfrog Spas, who spent 30 years in product engineering and compliance, to mark Bullfrog’s 30th anniversary. Eddington discusses his background at the U.S. Bureau of Mines and in automotive restoration, his recruitment by Bullfrog founder Dave Ludlow and the company’s early financial struggles. He explains Ludlow’s vision for a spa with fewer leak points and interchangeable JetPak modules, along with the decision to hire outside the spa industry to encourage innovation. He recalls the challenges of manufacturing on a $300,000 budget, the move to factory-direct sales that brought profitability and milestones such as the 2012 JetPak II line. He also covers advances in robotics, environmentally friendly manufacturing and compliance testing, as well as leadership transitions, Bullfrog’s people-first culture and its long-term debt-free strategy. Finally, he reflects on the challenges of opening a new factory just before COVID and the opportunities that followed. https://sparetailer.com/feed/podcast/ Show Notes with Timestamps: 00:00 Welcome to the podcast01:30 Alex Joins Bullfrog02:49 Trusting Dave Ludlow05:01 Investors Pull Out09:12 The No Leak Idea11:39 Innovation Culture15:44 Bootstrapping a Factory21:41 First Production Crunch23:56 Winning Over Dealers27:20 Turning Point to Profit30:17 Trade Show Resourcefulness34:07 Training and Culture35:14 When Dave Left35:33 Leadership Handoff38:03 People First Culture41:52 COVID Factory Whiplash43:00 Debt Free Strategy45:16 Swim Spa Expansion47:00 Robotics and Sustainability50:50 Compliance Testing Lab57:39 Milestones and M Series01:05:04 Patents and R&D01:09:07 Legacy and Thanks

On the SpaRetailer Podcast, host Megan Kendrick interviews Jeremy Lucovich, new-ish owner of Southwest Spas in Arizona and a new second location, Queen Creek Hot Tubs. Lucovich, originally from Pittsburgh, spent years in sales including regional sales manager for a wire manufacturer before being laid off at the end of 2019, which led him to buy the spa business in early 2020, using money intended for building a house. He describes learning retail and hot tub sales during the early COVID uncertainty, modernizing an older operation, and growing sales significantly in the second half of 2020 while Arizona stayed open. He later switched from Dimension One to Hydropool, earning new dealer and dealer of the year awards, and opened the Queen Creek showroom to reduce brand confusion and tap a fast-growing market. He emphasizes follow-up, referrals, marketing support and expanding service operations, and shares lessons about limited due diligence, long hours and focusing on key business podcasts. https://sparetailer.com/feed/podcast/ Show Notes with Timestamps: 00:00 Meet Jeremy Lucovich00:15 From Pittsburgh to Phoenix01:21 Sales Career Before Spas02:21 Layoff Sparks Ownership04:08 Buying During COVID Uncertainty07:27 Modernizing an Old-School Shop10:54 Retail Sales Mindset Shift13:13 Phoenix Market and Competition14:34 Staff Transition and Headbutting19:39 Switching Brands to Hydropool21:38 Second Store and Rebrand22:21 Marketing SEO and Spa Surge24:09 Marketing Wins With HydroPool24:42 New Store Growing Pains26:49 Location Strategy And Showroom Plan28:27 Building The Right Team29:13 Expansion Goals And Family Plans30:34 Service Revenue Focus32:50 Sales Experience And Referrals36:25 SpaRetailer Five Begins37:54 Lessons From Buying The Store44:27 Podcasts And Closing Thoughts46:16 Industry Improvement And Wrap Up

Megan Kendrick welcomes back Mario Maichel, senior manager of dealer development at Watkins Wellness, to discuss what he sees in high- and underperforming hot tub retail showrooms. He cites Gervi’s flagship showroom in Belgium as a standout because its space, lighting, graphics and brand presence match product caliber and effectively manage shopper attention. Maichel emphasizes consistent, purposefully adjusted lighting (including layered fill and spot lighting), adequate product spacing and mixing manufacturer imagery with local, regionally relevant visuals to avoid a “soulless” feel. Common mistakes include too much messaging and visual clutter, outdated awards, and assuming customers know what a dealer sells; he stresses clear exterior messaging and intentional signage. He recommends budgeting about $1 per square foot annually for POP updates, using community businesses and Pinterest for inspiration, and using AI to visualize upgrades. He also discusses window distractions, low-cost wins like cleaning and paint, and a “perfect store” wishlist of high ceilings, strong logistics, and roughly 4,000–5,000 square feet for multi-category offerings. https://sparetailer.com/feed/podcast/ Show Notes with Timestamps: 00:00 Podcast Welcome01:10 Why Showrooms Matter01:53 Best Showroom Example03:27 Space And Attention04:56 Lighting That Sells12:15 Cluttered Space Costs17:34 Showroom Upgrades Pay21:24 Too Much Messaging25:21 Build A Cohesive Story30:37 Define Your Brand32:10 Mission For Your Space33:06 Driving Without A Destination35:09 Zoom Out With A Plan37:58 Local Inspiration Hunt40:17 Pinterest And Themes42:49 AI Mockups Fast Wins43:41 Windows And Attention46:10 Cheap High Impact Fixes48:58 Visual Clutter Mistakes51:22 Make Products Visible57:31 Perfect Store Wishlist01:00:37 Wrap Up And Takeaways

Host Megan Kendrick welcomes back Greg Haines of Compass Digital to discuss how spa retailers and small businesses can avoid being mistreated by marketing agencies and how to evaluate agency performance. Greg shares examples of dealers being “tethered” by contracts claiming agency ownership of Shopify websites or ad accounts, locked into expensive long-term agreements with low-value deliverables, and misled by claims of proprietary dashboards or special Google partnerships. They outline what good agencies should provide — transparent monthly activity reporting (not just numbers), insights and context, regular meetings, responsiveness and periodic strategy reviews — plus what to look for when hiring, including meeting the actual account team, clarifying pricing and deliverables and ensuring the dealer owns all intellectual property. They also discuss budgeting, market positioning, CRM/automation and preparing websites for AI search. https://sparetailer.com/feed/podcast/ Show Notes with Timestamps: 00:00 Welcome Back Greg00:48 The Rant Email Story01:28 Agency Horror Stories04:35 Why Dealers Get Burned06:45 Audit Your Agency09:23 Reports Versus Insights11:51 What Agencies Should Do13:05 Marketing Budget Basics14:20 Customer Journey Playbook16:23 How To Find An Agency17:59 Vetting And Pricing Questions18:57 Red Flags And Ownership20:00 Interview The Whole Team20:34 Meet Your Account Rep20:49 Avoid the B Team21:19 Agency Tethering Trap22:17 Own Your Channels23:01 Agencies as Fractional Team23:57 Hold Them Accountable25:59 Reporting and Constraints27:43 Quarterly Strategy Reviews29:10 When to Fire an Agency29:53 Red Flags and SLAs31:24 Judging Results Fairly33:31 Partnership and Gut Check37:00 Closing and Resources

In this episode of The SpaRetailer Podcast, host Megan Kendrick interviews Terry Valmassoi, CEO of MasterSpas, as he nears retirement after 50+ years in the hot tub industry and 30 years at MasterSpas. Valmassoi shares his plans to spend more time with his wife in Charleston while remaining a partner and board member, and he addresses persistent rumors by stating MasterSpas has never been in talks to sell. He recounts growing up in Southern California, entering the spa business at 16, starting early retail and manufacturing ventures, working at L.A. Spas, and collaborating with Waterway before moving his family to Tennessee and then Fort Wayne to help launch MasterSpas with Bob Lauter. They discuss building culture through trust, navigating 9/11, the 2008–09 recession (with swim spas helping growth), COVID shutdowns and supply chain strain, rapid hiring expansion and innovation including the Michael Phelps partnership, water-care advances, cold tubs and saunas. https://sparetailer.com/feed/podcast/ Show Notes with Timestamps: 00:00 Podcast Welcome00:46 Retirement Plans04:13 No Sale Rumors06:48 Early Life Background08:33 First Spa Job09:52 Retail to Manufacturing13:25 Hydrospa Boom Years18:30 Hydrospa Exit Lessons23:26 LA Spas Florida Move24:31 Waterway Startup Era27:31 Bill Holmes Legacy31:27 Meeting Bob Lauter34:03 Moving to Fort Wayne34:55 Launching the Factory36:11 Kevin Richards Origin37:27 Partnership with Bob40:30 Building Culture and Team44:41 Early Operations Systems50:26 Hard Times and Rebounds52:36 Pandemic Growth Surge57:22 Swim Spa Factory Deal59:45 Most Fun Moments01:01:23 Michael Phelps Partnership01:06:16 Innovation and New Lines01:10:33 Retirement and Legacy

In this episode of The SpaRetailer Podcast, host Megan Kendrick welcomes back Alex Granlund of King Technology to discuss a new hot tub setup and why new hot tubs should be purged and properly balanced at startup. They explain that hot tubs are wet-tested at factories using reused water, leaving residual water and buildup in plumbing that can sit for months, leading to biofilm, odor and debris that later causes scum lines and sanitizer inefficiency. They recommend filling and heating to about 85–90°F before using a purge product, draining and refilling, and purging again if heavy debris or smell persists. They emphasize balancing source water before use, optionally pre-filtering fill water, avoiding softened water unless corrected with calcium, and adding a startup shock or small amount of chlorine if balancing takes longer than 24 hours. They encourage dealers to test customers’ source water pre-delivery, rely on supplier training, and offer support programs like FROG VIP to improve customer success and reduce buyer’s remorse. https://sparetailer.com/feed/podcast/ Show Notes with Timestamps: 00:00 Podcast Welcome01:40 Why Purging Matters02:42 Wet Testing Reality08:18 Dealer Upsell Opportunity09:44 How to Purge Properly12:22 Balance Water First14:45 Pre Filter Source Water17:07 Speeding Up Startup19:03 Training Dealer Teams22:15 Support Tools for Dealers24:59 Improve Setup Experience30:10 Confidence Based Selling33:04 Final Startup Checklist33:44 Wrap Up e0bbb380-89cb-11f1-8c2f-2b385bdc113c

In this episode of The SpaRetailer Podcast, Host Megan Kendrick welcomes Amanda Annis (Ohio Hot Tub and Sauna, IHTA chairman) and Seth Ewing (director of member programs and services at the Pool & Hot Tub Alliance) to discuss how IHTA, under the PHTA umbrella, has evolved and now more strongly serves portable hot tub retailers. They highlight core work protecting the industry through standards, safety, and advocacy on issues like energy regulations, fencing laws, bonding/electrical, water regulations, tariffs, and unsafe noncompliant products sold online, plus relationship-building with government and “Day on the Hill” lobbying. They cover expanded member benefits including a dedicated IHTA retailer membership ($1,000 company fee), a job board (Work in Aquatics), brand-agnostic Certified Hot Tub Technician training, webinars, quarterly and monthly market intelligence reports, and the new Center of Excellence online learning system with 160+ courses and multiple tracks. https://sparetailer.com/feed/podcast/ Show Notes with Timestamps: 00:00 Podcast Welcome01:36 Amanda Joins IHTA03:01 Association Evolution04:39 New Member Benefits07:01 Research And Trends09:54 Workforce Job Board11:25 Why Advocacy Matters15:07 Safety And Compliance16:06 Retailer Membership Perks20:04 Amanda Member Results23:40 Behind The Scenes Advocacy26:06 Day On The Hill27:30 Sponsor Message28:07 Crisis Support Updates32:58 Center Of Excellence38:30 Final Thoughts

In this episode of The SpaRetailer Podcast, early Caldera Spas owner David Ingram shares his background leaving home at 16, working at Fed Mart/Price Club (later Costco), and moving into spa manufacturing through Custom Fiber Engineering. He describes gaining control of a near-bankrupt Caldera in the late 1970s, building early gel-coat/FRP spas, improving blister resistance through multi-layer resin processes and later transitioning toward acrylic thermoforming as the portable spa market grew. Ingram recounts personally selling shells via delivery routes to dealers and pool builders, emphasizing Caldera’s “pure comfort” positioning, navigating financing challenges (including the 1980s crash), and streamlining operations after hiring a high-level CFO/COO. A major growth driver was launching Costco hot tub roadshows. He discusses selling Caldera to Watkins/Masco, his continued industry involvement, family considerations and product areas he’d still improve (equipment presentation, base details, and covers). https://sparetailer.com/feed/podcast/ Show Notes with Timestamps: 00:00 Welcome and Guest Intro01:04 David’s Early Work Life02:40 Spa Molds and Job Shops05:47 Taking Control of Caldera09:23 Materials Shift and Blister Fixes13:02 Hustling Sales on the Road18:45 Dealers, Pool Builders, and Portable Boom25:18 Reputation, Family, and Real Estate33:16 Pure Comfort and Profit Machine38:26 Early Crises and Hard Lessons38:42 Financing for Growth39:31 Costco Partnership Breakthrough41:00 Roadshows and Volume Strategy42:22 Costco Program Economics45:51 Family Loss and Motivation47:21 Why Sell to Watkins50:57 Masco Resources and PE Contrast54:46 Life After the Sale57:43 Back to Retail Expansion01:00:56 Partnership Rules of Thumb01:01:24 Durango Connections and Roots01:03:44 Caldera Legacy and Next 5001:07:15 Product Improvements Wish List01:09:05 Cover Problems and Warranty01:11:39 Wrap Up and Farewell

In this episode of The SpaRetailer Podcast, host Megan Kendrick interviews Stephen Reed, COO of Spa Parts Plus, about his career from pool service work to Hayward, Beachcomber Hot Tubs, and wholesale distribution before acquiring Spa Parts Plus’ wholesale business in 2024. Reed recounts Spa Parts Plus’ 40+ year history: founded in 1986 by Barry and Paulette Knickerbocker, moved to Arizona in 1991, became employee-owned in 2001, returned to Barry in 2008, acquired California Specialty Distributors in 2012, joined Allied Innovations in 2019, and was later bought by private equity in 2022 pursuing vertical integration. Reed explains the company’s renewed focus on wholesale-only support for retailers and service techs, emphasizing fast, accurate shipping from its Memphis-area warehouse, partnerships with OEMs including warranty fulfillment, and using technology (including AI as “augmented” intelligence) to improve service and parts identification amid ongoing challenges from pandemic-era supply chain and mixed-component tubs. https://sparetailer.com/feed/podcast/ Show Notes with Timestamps: 00:00 Podcast Welcome01:27 Stephen Reed Background03:28 Origins of Spa Parts Plus06:55 Ownership Timeline Explained09:41 Back to Wholesale Focus11:46 Why Acquire the Business12:57 Dealers React and Service Margins14:51 OEM Partnerships and Genuine Parts18:27 Service Demand and Tech Expertise21:32 Dealers Servicing All Brands24:00 COVID Era Parts Puzzle25:06 Supply Chain Crunch26:31 Industry Lessons Learned28:03 Next Chapter Strategy28:37 Warranty Fulfillment Logistics29:45 AI And Technology Plans30:28 How We Choose Stock31:45 Sourcing Missing Parts32:50 Warehouse And Shipping Reach34:03 Spa Retailer Five35:22 Career Flops And Wins38:25 AR Tools And QR Comeback42:02 Favorite Reads And Wrap Up45:01 Where To Find Us45:32 Podcast Closing Credits