Cailley Hammel
Cailley joined the AQUA team in August 2012, and serves as the magazine's managing editor. She commonly writes about the hot tub industry, marketing and retailing. Follow her on Twitter @CailleyH or send her an email at cailley@aquamagazine.com.
  • Thursday, October, 19, 2017 Rooftop Sophistication

    The project you see here looks clean and elegant, but make no mistake: It certainly wasn’t easy to achieve. A small 20-by-30 foot deck, unusual material selections, a concurrent interior remodel and a homeowner’s association were just a few challenges the Pool Environments team (Plano, Texas) faced.

    Then add in the height factor. This project was 270 feet, or seven stories, off the ground.

    “It was a challenge from the start,” laughs Reconstruction Project Manager Mike...

  • Thursday, August, 31, 2017 2017’s Top Hot Tub Showroom Design Trends

    There are several key ingredients to success in the hot tub business, including a stellar team, great customer service and a deep knowledge of the products you carry. Another equally important factor: The look and feel of your showroom, which plays a huge role in swaying potential customers to make a purchase.

    There are several reasons why. According to a report by Market Track, the majority of U.S. shoppers prefer to buy in-store over online, especially for bigger ticket items....

  • Thursday, August, 17, 2017 World's First Hot Tub Theme Park Opens

    It’s official: The world’s first hot tub theme park is open for business.

    As we reported in February, the concept for this “spamusement” park debuted in a video in November 2016. The video depicted an assortment of unique attractions, including a carousel, Ferris wheel and even a roller coaster, all of which would be filled with hot water.

    RELATED:

  • Tuesday, August, 08, 2017 A Geofence Around Your Customers

    Glossary:

    Geofence:
    A digital boundary created by an address or GPS coordinates. When someone walks through the geofence with a smartphone (and his/her wifi, location services and/or GPS on), the company that owns the geofence can capture their IP address and use it to send marketing messages via

    ...
  • Tuesday, July, 25, 2017 Switching Sides, Switching Lines

    Among the most important, meaningful decisions a spa dealer can make is selecting a spa line to carry in his or her store. As any dealer can attest, it's a choice that has less to do with the product itself and everything to do with your core values as a business. After all, tubs are just the beginning — choosing a supplier marks the beginning of an important business relationship that can adversely or positively impact sales.

    It's also a choice you're likely to make more than once....

  • Thursday, July, 13, 2017 Tales from the Service Route

    Every day in pool service is an adventure — and no one knows that better than fellow service techs. That's why Steve Sherwood of Sherwood Pool Consulting Group (Culver City, Calif.) created a Facebook group just for CPOs called Certified Pool Operator - CPO. (If you'd like to join, visit aqmag.co/CPOgroup.)

    In this group, which is about 2,000 members strong, CPOs from all over the country come together to...

  • Tuesday, June, 13, 2017 Tara Manufacturing's Ultimate Makeover Contest Now Open

    For many pool builders, the hardest jobs aren’t new pool builds — they’re restoration projects. Best-case scenario: you’re simply resurfacing and adding new features. Worst-case scenario: You’re entirely gutting the backyard…and crossing your fingers that you don't run into any number of unexpected problems along the way.

    In honor of the challenges a backyard renovation can bring — as well as the reward of completely transforming a backyard — Tara Manufacturing created the

  • Thursday, June, 01, 2017 Crossing Enemy Lines

    To many in the hot tub industry, "Costco" is a dirty word.

    Due to its high volume, low margin business model, Costco (as well as other wholesale clubs) is able to offer spas at a lower price than dealers. Those bargain prices may be a boon for shoppers, but for portable spa dealers who try to compete, it's vexing.

    "We're out here fighting, and then you've got somebody throwing something up there for $3,999 that just totally negates the value of what we're doing," says Jacque...

  • Tuesday, May, 30, 2017 2017 SOI Hot Tub Report: An Industry on the Rise

    If a rising tide lifts all boats, so the saying goes, it makes sense that the hot tub industry is gaining momentum. With the economy in a strong position and both salaries and discretionary income on the rise, hot tub dealers are seeing a modest uptick in sales.

    Sixty-seven percent of those who took our State of the Industry hot tub survey report their sales are increasing — an 8 percent increase from last year. Many of these dealers say the sales boost is simply the result of a...

  • Tuesday, May, 09, 2017 2017 SOI Retail Report: Brick and Mortar, Empowered

    With the recession well in the rearview mirror, distanced by several years of incremental success, pool and spa retailers can finally exhale. Things are looking up, including the industry's outlook on the future.

    According to the Bureau of Economic Analysis, personal income increased 2.6 percent from 2015 to 2016 and disposable personal income increased 3.9 percent, both of which are encouraging for the luxury good market. In all, the National Retail Federation estimates sales will...