• Building an Email List in 2019

    by Chet Thornberry and Ken Massa January 2019

    You're most likely well aware of the basic email marketing concept. If you aren't, here's a simple, watered-down version: The goal of email marketing is to build a list of email addresses, including past, current and potential customers, which is used to send newsletters, discounts or general sales offers with a goal of gaining new business.

    Most of you already do that, which is great. But...that's just scratching the surface of what your email list can do. Here, we will share a...

  • Creating a Sound Experience

    by Eric Herman January 2019

    Outdoor sound systems are fun. Whether you're playing Bach or the Beatles, hip-hop or country, incorporating sound adds an enjoyable dimension to almost any space.

    Like fire features, outdoor kitchens and lighting, sound systems are a natural fit for the backyard. However, they are often overlooked in the design process. MSE Audio, a maker of sound equipment for both indoors and outdoors, is taking on the professional aquatic/ landscape market with a host of products designed to...

  • A Holiday Homily: The Gift of Gratitude

    by Eric Herman December 2018

    What’s your favorite part of the holidays? Is it the chance to spend time with loved ones and shower them with presents, food and affection? Is it the religious and spiritual observances many value so deeply? Is it found in the traditions we observe, or simply the opportunity to take a break? 

    For my humble part, I appreciate and treasure all of those glad tidings, but there’s a facet of the holiday experience that I find of even greater significance. In a word, my favorite part of...

  • Effective Immediately: New Rules for the Industry

    by Steve Goodale December 2018

    One of the winners in Pleatco's Perfect Pool Guy/Gal Contest was none other than AQUA's own Steve Goodale, who was awarded the 2018 Industry Leadership Award. After taking home the prestigious honor, Goodale shared a few thoughts (or, rather, "rules") that he would like to propose as an industry leader. We...

  • Is the Customer Always Right?

    by Erik Eikevik December 2018

    Three years ago, I merged my father’s company with my grandfather’s nearly 70-year-old company, one of the oldest companies in the country. Both worked their entire lives in the pool and spa industry and so have I, starting at age eight, but the merger took place without either of them. Both passed away from cancer years ago; my grandfather when I was 18, and my dad when I was 30. You could say I learned everything about pools from them, and boy, did they know a lot. But I haven't been able...

  • How To Choose the Right Manufacturers

    by Mario Rossetti December 2018

    I am too often asked for my opinion on which manufacturer a business should choose. I say “too often” because it’s always difficult for me to frame an answer to this question. Unless I’m consulting for a company, I am hesitant to offer specific names because I know it would make someone upset.

    I do however feel strongly that choosing a manufacturer deserves serious contemplation; and probably for reasons that may not seem obviously apparent.

    If you make the right choice, you...

  • What Did You Learn This Last Year?

    by Tom Grandy December 2018

    Most of us have heard, "Do you have thirty years' experience or one year of experience repeated thirty times?" The other one we have heard is, "The definition of insanity is 'Doing the same thing over and over again while expecting different results!'" The point is the same in either case. Are we learning and changing?

    As the new year begins soon, it's important to reflect on our victories as well as our failures. What did the company do really well over the past year, and, just as...

  • Disciplining Employees: What to Keep in Mind

    by Erik Taylor December 2018

    One of the most challenging things you take on as a manager is disciplining employees. You have to walk a fine line: If you’re too easy on them, you won’t be taken seriously, and if you come down too hard, you’ll have a lot of turnover.

    Turnover is especially important to consider. It’s a job candidate’s market right now, meaning employees are hard to find in just about any line of work — but for the trades in particular. Given the time and training it takes to get a new person up...

  • Giving Thanks Year-Round Can Help Business

    by AQUA Editors December 2018

    Gratitude should not stop after Thanksgiving is over. In fact, we should be giving thanks all year-round, especially business owners. According to the National Association of Landscape Professionals, showing gratitude can strengthen business relationships, extend goodwill and even re-establish one’s brand.

    Here are ways employers can best say “thank you” to their customers and employees to benefit business.


    Customers, new or old, help to...

  • LPI Acquires Atera Spas

    by AQUA Editors December 2018

    LPI recently announced that it had acquired Phoenix-based Atera Spas. The Johnson-City, Tenn.-based manufacturer said the deal is part of a strategic plan to further penetrate the aquatic and therapy markets.

    “We felt that integrating the Atera chiller feature into our line of swim spas was a big key to continuing our aggressive growth plans in the swim spa and fitness market,” said David Hatley, CEO of LPI. “The ability to chill a portable or swim spa in the hot climate areas will...