Buoyed by an outstanding spell of good weather, mainstream buyer attention is increasingly turning towards swim spas as an alternative to swimming pools and traditional hot tubs. The argument for swim spas stacks up. Not only are swim spas more economically viable than pools for year-round water exercise use, they come with the added value of a host of other functions too. Superior Wellness has identified four primary swim spa buyer groups. They can be sub divided as:
- Health-focused individuals and families looking for all-season aquatic fitness and relaxation
- Active retirees interested in hydrotherapy and low-impact exercise
- Property owners and holiday let investors who want to boost rental appeal
- Homeowners downsizing from pools due to energy costs or space
Sarah Watkins, Head of Marketing for Superior Wellness nominates Better Living Outdoors and Castle Hot Tubs as leading examples of the sector’s most successful retailers. “There are several ways that their competitors can learn from them,” Sarah explains. “Use targeted digital campaigns and video content to educate buyers. Provide quick delivery, installation support, and aftercare,” she adds. “Perhaps most importantly, invest in trained sales teams who can confidently discuss performance, energy use, and wellness benefits. Sarah points out the dual-use functionality and the combination of high performance and low running costs, have been key factors to swim spa purchasers. Swim spa sales are consultative and lifestyle-driven – not transactional,” says Sarah. “Retailers offering wet test opportunities for key models like the Platinum Spas Titan or AquaSolus Flow typically experience higher conversion rates and better customer satisfaction,” adding: “It also sets expectations and justifies the investment.”
Andy Wroot, MD of The HiLife Essentials Company (formerly MySpa Distribution), agrees: “Globally, while demand remains strong among serious swimmers seeking high-performance swim currents, there’s a growing segment of families looking for an affordable, versatile pool. The appeal of swim spas lies in their simplicity: they’re more cost-effective to install, maintain, and operate than traditional pools,” he adds. “ As a wider array of products comes to market, having multiple swim spas on display is essential for dealers’ success in this market” says Andy. “As with hot tubs, the more models a client can see and try, the more confident they feel in their choice,” he adds. “There’s a lot more people investing when they’re coming to early retirement level in home equipment,” chips in Wayne Green, MD of Oasis Outdoor Living, motivated by feeling uncomfortable in gyms with people in the 20s and 30s and valuing the time they save going to-and-fro. Wayne remarks: “Four or five metre units wouldn’t sway a customer who was considering a pool, now we’re up to eight-metre lengths and we’re cutting into the pool market. Now it’s fifty-fifty pool versus swim spa.”
Aqua Warehouse Group has six units on display at own retail store in Chelmsford, says Martin Rigby, Head of Sales and Marketing. “This allows us to gain valuable insights into consumer preferences,” says Martin. “My top recommendation for dealers is simple: more choice leads to more sales. The market shows no signs of slowing down, and I urge dealers to seize the opportunity – otherwise their competitors will. We strongly encourage customers to test-swim different models, as individual needs vary significantly.”
But there’s more to sales success than the product, Andy finds. “Our top-performing dealers are those who not only showcase a strong range of models – typically three to five – but also offer a full project solution. Dealers who can liaise effectively with clients’ builders or landscapers add real value.” Wayne agrees that his “key turn” services are a valuable asset, naming Hot Tub Barn in Chelmsford and The Farmhouse Living Shop in York as particularly successful outlets for Oasis. Swim spa performance is a critical in clinching the swim spa sale believes Andy Wroot: “It’s not all about power – flow consistency, adjustability, and overall swim quality often matter more.” He concedes that for other buyers, “it’s the spa’s size, massage seats, and versatility for aquatic exercise that seal the deal. That’s why a well-rounded showroom offering a broad selection is essential – it allows dealerships to meet diverse needs with confidence.”
“Swim performance is one of the top three buying priorities,” agrees Sarah. “Whether for fitness or recovery, customers are highly attuned to the power, adjustability, and stability of swim currents. A weak swim experience is a deal-breaker – so performance absolutely matters.”
Market research from respected analysts PwC* last year showed some four-fifths (80%) of consumers say they are willing to pay more for sustainable produced or sourced goods. “True green credentials are ill- defined,” says Wayne, frustrated that there are no regulations on verifying the power-saving properties of liners who has proven figures for the energy- efficient air diverter in his models that can deliver equal results with a fraction of the consumption of some competitors.
Andy says: “Eco efficiency is a growing priority for buyers. Swim spas hold a large volume of water, so running costs are a concern – especially for year-round outdoor use. That’s why we strongly recommend air source heat pumps as standard. They make a significant difference in energy consumption and operating costs.” Sarah has also seen an increase in eco influences. “Buyers are asking about insulation, energy-efficient pumps, smart temperature controls, and long-term operating costs,” she confirms. Martin explains that he continues to offer swim spas from long-term partner Vita Spa and showcases three models from Reef Spas, including the popular 19ft ‘Cayman’ with its integral turbine system. “This feature allows greater control of speed and significantly more power than traditional jetted swim spas, making it a favourite among endurance swimmers.” “Our best-seller remains the SwimLife 17ft Expert,” Andy reveals. “But we’re especially excited about the debut of the new Sundance Swim Spa range—particularly the 17ft Surf. This is the first time Sundance Spas’ iconic patented Fluidix® Jet technology and advanced water care systems have been integrated into swim spas. The Surf model blends performance and comfort effortlessly.”
The Atlantis Pro Premium 4.4 is Wayne’s best-seller. The brand’s range of sizes and its simple design are prime reasons, he says: “It goes from 4.4 to 8 metres in length. It’s got no seating in there at all – it’s got swimming jets at one end and Roman steps at the back,” Adding that the 1.45m swim depth and very quiet, flat-water delivery are also major selling points.
For Superior Wellness, Sarah says the Platinum Spas Titan stands out thanks to its sleek modern design, premium hydrotherapy seating, powerful swim jets, and advanced energy efficiency.
The launch of the AquaSolus swim spa range has generated excitement for its elegant design, elite swim performance, and wellness-focused engineering, and is quickly becoming a customer favourite in the premium category.
