"Since 1954, our family has kept its promises to customers. Satisfying customers is our way of life...they are part of our family. They are our friends, relatives, co-workers and neighbors. The service and work we do here is a direct reflection of who we all are."

—Rita Rowlen
President, Ultra Modern Pool & Patio

For 65 years, Ultra Modern Pool & Patio has been an essential part of the fabric that is the Wichita, Kan., metro area. That reputation can be credited to the customer-first mentality that is imbued into every facet of the business.

"We go more than the extra mile at Ultra Modern Pool & Patio," says President Rita Rowlen. "We make long-distance phone calls, spend hours doing research and even call our competitors, all for a $1 part. We help our customers make their pool maintenance easier and their pool fun. We want our customers for life."

That mission is supported by an omnichannel approach to retail with three brick-and-mortar store locations and an e-commerce site for spa accessories, chemicals, maintenance items and more. Customers who visit the website can even contact the team directly through a chatbox and receive a text or phone call almost immediately.

Once a purchase has been made, the customer is welcomed into the Ultra Rewards Club and provided with a generous "total satisfaction plan." The document includes a three-day window for spa exchanges and a 30-day return policy, as well as a "happy where it is guarantee" — an offer to relocate a hot tub on the customer's property at no charge, up to one year after the original purchase.

Ultra Modern also stands out for its energetic, youthful team, which includes Rowlen's daughter, Kara Weed, who serves as the company's vice president. Weed, who has bachelors and masters degrees in accountancy and five years of experience working at Koch Industries, has solidified the company's position as a leading retailer.

Since joining the team full time three years ago, she has implemented a new CRM system for sales, oversaw the production of a new website (one of the best websites the AQUA team has seen), implemented a system to capture reviews and introduced features like the website chat box.

Under Rowlen and now Weed, Ultra Modern shows there is a bright future ahead in pool and spa retail.

Tags: AQUA 100
Cailley Hammel is Managing Editor of AQUA Magazine.