The 2024 Wet Leisure Survey…
They say knowledge is power. Accurate statistics undoubtedly enable us to make better decisions and grow better businesses. While the commercial pool sector can confidently say there are 6,000 public pools in the UK, figures for the residential swimming pool and hot tub markets have been sketchy at best.
Not only would we benefit from knowing the size of the combined sectors, we could all make better decisions for our own businesses if we could better understand market trends. Golden Coast first tried to fill the residential pool and spas knowledge gap with their first Wet Leisure Survey back in 2010.
2025 has been the first year that the survey has been purely digital and that appears to have had a knock-on effect on the number of responses. There are still insights to be gleaned and knowledge to be shared Across the whole UK economy, businesses face challenges from economic uncertainty, high labour costs, damaging customer confidence leading to weak consumer spending.
“Political uncertainty stalled the bounce back in the economy which then led into the autumn/winter so we did not see the usual summer spike in sales, said one Wet Leisure Survey participant. “Showroom footfall was the worst it’s ever been in 20 years of business.”
Service levels are tied to the number of pools that are not just owned but that are actually running. This year’s respondents have specifically said that poor weather has meant that pool owners were less keen to open their pools and were using them less leading to less service hours.
Another service company owner reported: “We are seeing an increased amount of customers failing to pay after servicing using the smallest excuses to not pay or to force a discount. “Consumer moods are very low and customers are getting increasingly more short and unfriendly with our staff reflecting the mood of the nation right now.”
That isn’t to say that these are ‘money-no-object’ purchasers. There are always people looking to spend a little more to get the best possible result. They are as careful of their money as anyone, but they do have rather a lot of it. Quoting a YouGov survey, the Wet Leisure Survey points out there are these are some insights into the top-end customer.
“l will always choose something customisable over something standard.” People want their pool, spa or sauna to be unique and bespoke. “I am willing to pay more for luxury brands.” But they have to be of superior quality.” We are constantly told that customers will pay more for the very best. I think luxury goods are a good investment. They often turn out to be cheaper in the long run.”
A pool, spa or sauna certainly can be an investment and it is often seen as a reward for the purchaser. These are triggers that make it easier for them to spend significant amounts. Marketing can make more of a difference to a business than almost anything else. Technical know-how and practical skills are only valuable to your business once you have attracted clients who want to pay you to use them.
It’s quite surprising just how much the marketing landscape has changed during the last 14 years. Social media has grown from its infancy to a position of dominance. Word-of-mouth and personal recommendations are still the trump card, underlining the role of social marketing that are just managed forms of word-of-mouth.
“Customer recommendations have been instrumental in our success in securing new build work. “Direct email marketing to our existing customer base. We have a large client base and they tend to tell others about us and our services as our working radius is quite small, to keep costs down.” The performance graph this year is much flatter than normal.
30% of respondents reported a year that was worse than average while 34% reported having a year that was better than the middle range of ‘OK’. Top line feedback for each of the three main wet leisure industry sectors saw the previously bubbling hot tubs and spa sector halved. Spiralling energy costs have hit hot tub sales worst of all sectors.
It may also be true that the market is saturated with anyone who wanted a spa having bought one in 2021 and 2022. With weather another prime indicator it is fascinating to see so many spa dealers adding an ice-cold plunge pools to their offering. Both the indoor and outdoor pool sector shows some respondents reporting growth and an equal number showing a decline so, across the industry as a whole, there is little change although one respondent said, “Business has gone back to roughly what it was pre Covid.”
On the plus side, a whopping 46% of respondents reported sauna to be a growing sector of their business. After many false dawns, the sauna’s time seems to have come. Excellent health and wellbeing credentials; Saunas make an impressive bespoke addition to any home and they are more energy efficient than a pool or spa.
And they are weather-proof. Said one respondent: “There has been resurgence in the popularity of home saunas this year – mainly down to existing spa owners looking to add to their wellness projects and an increase in awareness of the health benefits.” 2024 did see the advent of the cost of living crisis characterized by high inflation, rising prices, and struggling wages.
Although inflation has fallen from its peak, the cost of living crisis is still ongoing for many households. Predictions for 2025, are pretty much a groundhog year with similar performance to 2024. “Internet and poor weather,” came up as they have done year after year, although you might expect more people to see the Internet as a positive bearing in mind how most businesses are run.
One respondent foresees that: “First time spa buyers will likely be the lowest level in two decades.” But another industry member sees a ray of sunshine through the economic clouds. “To keep our services and prices competitive during the cost of living crisis, with uncertainty over energy prices & the weather is always a major concern. If the sun is shining, people spend money on pools.”
With the backing of many industry players, the 2024 Wet Leisure Survey is reliant on the industry itself to take part and pool resources. Please remember to take part in next year’s survey when it comes out in October
Adapted with the kind permission of Golden Coast. The full 2024 Wet Leisure Survey is available to view and download at https://wetleisure.com
