2017 AQUA Media Kit

BRING CLARITY
T O Y O U R M A R K E T I N G
PLAN IN 2017
MEDIA KIT
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1 A Q U A M E D I A K I T | A Q U A M A G A Z I N E . C O M
3 KEYS TO A HOT TUB SALE – 21
DROUGHT AND POOLS: THE LONG VIEW – 50
TEFC PUMPS: SHELTER FROM THE STORM – 57
THIS SPECTACULAR OCEANFRONT PROJECT – 76
JANUARY 2016
YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY
FEBRUARY 2016
HOT TUB COMPETITORS CONSPIRE – 20
BRICK-AND-MORTAR VS. ONLINE RETAIL – 30
SELLING CHEMICAL CONVENIENCE – 37
ROCKY MOUNTAIN APC – 43
SPAS: WHAT GOES AROUND... – 19
HOW TO SELL UPGRADES – 45
PROFIT FROM OUTDOOR LIVING – 56
VANISHING EDGE MISTAKES – 73YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY
MARCH 2016
SETTING
THE SCENE
FOR SALES
SELLING SPAS AT THE FAIR – 18
POOL SAFETY IS NO ACCIDENT – 31
EASY-ON WATERPROOF COATING – 58
KNOW YOUR SOIL, THEN DIG IT – 67
APRIL 2016
YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY
FIBERGLASS SETTING
STATE OF THE INDUSTRY 2016:
BUILDING SOLID
FOUNDATIONS
MAY 2016
MACRO VIEW – 26
CONSUMER VIEW – 32
RETAIL REPORT – 37
SERVICE REPORT – 55
BUILDER REPORT – 69
State of the Industry 2016:
BUILDING SOLID
FOUNDATIONS
JUNE 2016
SPA SELLER DEFIES DROUGHT – 18
CUSTOMERS DRAWN BY THEIR SENSES – 22
ENHANCE YOUR WATER TEST LAB – 46
CUSTOM SPAS GET COMFORTABLE – 65
TREATING POOL STAINS – 41
FILTRATION NATION – 55
LEDS BURNING BRIGHT – 65
POOLSIDE FIRELIGHT – 70YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY
JULY 2016
DRAMATIC
POOLLIGHTING:
LEDS AND FIRE
AUGUST 2016
AN 'IMAGINATIVE' SHOWROOM CONCEPT – 22
PUMP REPLACEMENT MADE EASIER – 63
UBER-STYLE POOL SERVICE – 67
A MYSTERIOUS CASE OF CORROSION – 80
40TH
ANNIVERSARY SPECIAL EDITION:
SEPTEMBER 2016
SPA SELLERS SPEAK OUT – 37
SELLING WELLNESS – 42
THE JET SET – 49
DROP-IN SPAS FOR POOL GUYS – 52
Hot Water Issue
AWARDS OF
EXCELLENCE
ISSUE
OCTOBER 2016
OUTDOOR LIVING – 28
SAND FILTER CARE – 33
CHLORINE’S STAYING POWER – 37
UNDERWATER INSTALLATION – 42 YOUR TRUSTED PARTNER IN THE SPA & POOL INDUSTRY
NOVEMBER 2016
SELLING TUBS IN THE RESORT MARKET – 33
TALK TO YOUR TECHS – 43
HOW IS A WATERPARK LIKE A PACKAGE POOL? – 46
COOL TRUCK WRAPS AND VANITY PLATES – 52
COMPLETE PSP EXPO COVERAGE – 56
WELCOME
Since 1976, we have prided ourselves on being the industry-leading resource
dedicated to helping pool and spa professionals find the products, services and
solutions they need, from companies like yours.
Starting as Spa & Sauna magazine, we changed our name to AQUA in 1988 to
better adapt to the needs of our readers, advertisers and the industry. This
commitment to excellence has resulted in continual growth in our readership
and audience engagement.
As we celebrate our 40th
anniversary, this new and improved version of our
media kit can be used as a tool to help you plan for success in the coming year.
CONNECTING YOU TO DECISION MAKERS THAT
DRIVE YOUR BUSINESS FORWARD.
For the past 40 years, AQUA has been at the center of the industry, allowing you
to get in front of your customers through our print and digital channels. We are
devoted to being your premier marketing partner by providing you with a range of
marketing solutions designed to connect you with new business opportunities and
drive your marketing ROI to new heights.

I N F O . A Q U A M A G A Z I N E . C O M | A Q U A M E D I A K I T 2
40 YEARS OF GROUND-BREAKING EDITORIAL CONTENT
Vinyl Ester Resins Solve Surface
Problems Plaguing the Spa Industry1982
1988Spa Sales Reach Record 280,000 Units Per Year
1985Pool Industry Enjoys Rapid Growth
2013High End Pool Market Leads Growth; Phone-Based Automation Takes Off
New Product Innovations Forever
Alter the Pool and Spa Industry
1989
1991
Economic Recession
Slams Pool and Spa Sales
1999 CAD Systems Emerge as Design Tool
2008Great Recession Wipes Out Over Half of Pool and Spa Market
1993
New Codes and Government Regulation
Change Building Methods
2016 APSP and NSPF Agree to Merge
1976
Boom Years for Spas as
America Discovers Tubbing
2005
Green Pool Products Gain Market Share;
Industry Pushes for Lower Line Speeds
1978
Acrylics Emerge as the
Dominant Spa Shell Material
1995
Synthetic Spa Cabinets Introduced;
Pool Safety Becomes Industry Priority
2010Service Departments Continue to Provide
Income as Construction, Retail Falter
2009
VGB Takes Effect; Industry Begins
Swapping Out Drain Covers
2012 Low Growth Marks Industry Recovery
2002 Tile Pools Go Mainstream
2006 Annual Spa Sales Reach 400,000 Units

PRINT
of AQUA’s print
readers are owners,
presidents, CEOs,
VPs or managers of
their companies.
84%
OUR REACH:
AUDIENCE BREAKDOWN
3,892 Technicians
6,722 Pool Builders 2,453 Other
8,646 Pool Retailers
7,251 Spa Retailers
15,000+
QUALIFIED & AUDITED PRINT SUBSCRIBERS
15,000 Total Subscribers

+
SOCIAL
386 followers980connections
DIGITAL
20%
increase in daily, active
web users since 2015
Custom E-MailE-News Website
INCREASE IN UNIQUE
WEB VISITORS
compared to last year
20%26%29%
AQUA has the largest social media
following in the industry.
10,032+
SOCIAL MEDIA CONNECTIONS
5,995followers2,671likes
AVERAGE TOTAL OPEN RATE
from our 16,000+
subscribers
AVERAGE TOTAL OPEN RATE
from our 18,000+
subscribers
614,000+
TOTAL YEARLY PAGEVIEWS
44,000+
TOTAL VISITS ON AVG PER MONTH

AQUA is sent monthly to 15,000 audited subscribers, 84% of whom are the owner, president, CEO, VP
or manager of their company. We have continued to provide incomparable value to our readers with timely
articles to keep them up-to-date on the latest industry news and trends and strive to connect them to the
products, services and solutions they need.
FACT: A 2016 INDEPENDENT SURVEY
found that print magazines are the #1
way today’s buyers stay up-to-date on
new products.
(source: ReadEx report 2016)
PRINT: MAGAZINE OPPORTUNITIES
This is the ultimate place to showcase
the improvements you have made
to your products and promote the
impact you’re making on the industry
with those advancements.
SPLASH
ADVANTAGE
MANUFACTURING
For homeowners in dry climates, fire can be a
risk. With the Portable Fire Pump Cart from
Advantage Manufacturing, home-
owners can have peace of mind
knowing they have a fire-fighting
package on site that uses water
from their pool (or nearby
stream, pond or shallow well) to
extinguish a fire or help control
it until help arrives. Ideal for use
on buildings, brush and wooded
areas.
advantageman.com
(800) 636-8866
SPAPURE
SpaPure Simply Soft has created
a safe and naturally biodegrad-
able product called EZ Enzyme
that reduces spa maintenance
and produces naturally cleaner
spa water. EZ Enzyme removes
organics that cause odor, scum
lines and cloudy water while
helping keep spa filters clean.
Simply apply to the spa while
circulating at the lowest setting.
Compatible with all sanitizing
systems including chlorine, bro-
mine, mineral cartridges, ozone
and non-chlorine systems. EZ
Enzyme is an excellent alterna-
tive to traditional treatments for
clean water and surfaces, and
helps reduce overall chemical
usage and time spent cleaning
filters, the company says.
spapureusa.com
(800) 333-0400SEAKLEAR
The SeaKlear WinterPill provides a pre-measured, all-
in-one formula with an exclusive four-part blend that
makes spring openings faster and easier, the company
says. The patented release delivery system allows
this four-part blend to be distributed into the water
throughout the winter. The formula includes a clarifier
to maintain sparkling clear water, a scale inhibitor to
reduce scale buildup, a stain inhibitor to help prevent
iron, copper and manganese stains, plus it’s enzyme-
enhanced to reduce unwanted non-living organics,
control water rings and enhance filter performance.
aqua-pill.com | (800) 753-1233
ENDLESS POOLS
The all-new Endless Pools Fitness
System combines the Endless Pools
Swim Machine with an optional under-
water treadmill and features that bring
rowing, strength-training exercises and
relaxing hydrotherapy to the backyard.
The thoughtful, contemporary design
of the acrylic shell and all-season
cabinet stands above in both form and
function. Built for durability and beauty,
the 14-gauge galvanized steel frame
and ABS base pan are standard on all
models.
endlessfitness.com | (800) 999-4688
132 OCTOBER 2016 WWW.AQUAMAGAZINE.COM
re can be a
Cart from
Splash NEW SPA &
POOL PRODUCTS
AQ1016_Splash.indd 132 9/1/16 4:57 PM
Maximize ROI and build brand
awareness by highlighting your
products to key purchasers who
look to AQUA for guidance on the
best products in the industry.
PRODUCT FOCUS
SAFETY
FACTS
According to the Centers
for Disease Control, a
four-sided fence reduces a
child’s risk of drowning by
83 percent.
Merlin Industries
Merlin’s standard mesh Dura-Mesh II has the best combination of sunlight shading,
abrasion resistance, tear strength and burst strength of any other standard mesh
cover on the market, the company says. In addition, according to Merlin the patented
SmartMesh safety cover changed the direction of the safety cover industry when it
became the first and only mesh material to provide 100 percent shade from sunlight
and offer 40 micron filtration of debris. Less sunlight and less debris through the
safety cover means less algae growth during the off-season and quicker, easier
springtime openings.
MERLININDUSTRIES.
COM | (800) 289-1836
LOOP-LOC
Never A-B again with “IMAGE-
LOC,” LOOP-LOC’s revolutionary
way to measure covers with
photos. To use, one person with
one camera follows a few simple
directions to achieve highly
accurate cover measurements in
just 10 to 15 minutes. There’s never
been a better, faster and more
reliable way to measure swimming
pools, the company says.
LOOPLOC.COM
(800) LOC-LOOP
Katchakid
The Katchakid Swimming Pool Safety Net is designed as a barrier to help protect
children from exposed, open water. As the inventors of the pool safety net, Katchakid
has a 40-year,100-percent safety record. Like a large tennis racket, the UV and winter-
safe net is stretched over the pool
and anchored to flush-mounted
fasteners. Available in custom
colors to capture and enhance
the ambiance and design of your
customer’s pool. Katchakid’s
pool safety net is ASTM F1346-91
compliant.
KATCHAKID.INFO
(888) 552-8242
SEE
OUR AD
ON
PAGE
30
WWW.AQUAMAGAZINE.COM APRIL 2016 31
W
E ALL KNOW swim-
ming pools and spas
provide a world of fun
— but we also know
safety is paramount when selling,
building, servicing and simply enjoying
them, too. According to AQUA’s 2015
State of the Industry survey, 96 per-
cent of pool and spa builders said they
discuss safety with clients.
“We sell safety by building drainless
pools to avoid suction entrapment,”
one respondent wrote.
“We have a safety binder we go
over with clients during orientation,”
another replied.
Manufacturers take safety seriously
as well, with dozens of companies of-
fering products that keep the pool and
spa zone healthy and harmless. Here,
we take a look at just a selection of
those items, from
pool cameras
and alarm
systems to
pool barri-
ers, includ-
ing nets
and safety
covers.
SAFETY FIRST:
PRODUCTS
FOR A
PROTECTED
BACKYARDWaterWarden
WaterWarden manufactures standard, custom and freeform pool covers for any size or
shape pool. And now, through the new Cover-Works program, WaterWarden will repair
or replace any solid or mesh cover from any manufacturer expertly and economically,
typically within 72 hours from quote
confirmation/payment. WaterWarden will ship
a carton for the return of your old cover for
repair or replacement free of charge along with
a return shipping label with freight prepaid.
WATERWARDEN.COM
(888) 560-7665
SEE
OUR AD
ON
PAGES
5 & 35
AQ416_SafetyPF.indd 31 3/4/16 3:11 PM
Leverage AQUA to position your company as an expert in the
industry with an unbiased and informative article that brings
value to our readers. With copy and images provided by you, this
opportunity will give your company the exposure you need to
stay top-of-mind and grow your prospect list.
SPONSORED CONTENT
20 NOVEMBER 2016 WWW.AQUAMAGAZINE.COM
T
HE DIFFICULTY OF maintain-
ing hot tub water quality has long
been a barrier to hot tub owner-
ship. “People don’t want to touch
chemicals. They don’t want to test
all the time or worry about water quality. They
really don’t want to be weekend chemists,” says
Randy Roseth, President of King Technology,
Inc.
That’s why Roseth believes King Technol-
ogy’s latest development, FROG @ease with
SmartChlor Technology will be a real game
changer. The EPA-registered technology
reduces chlorine use by up to 75 percent and
reduces shocking to just once a month. “Smart-
Chlor Technology takes our innovative FROG
Fresh Mineral Water System a step further,”
says Roseth. “SmartChlor is a one-of-a-kind
product with unique science behind it. It creates
a reserve of chlorine in the water just waiting
to be used. When there is demand placed on the
hot tub, this reserve automatically converts to
free chlorine to eliminate the bacteria or con-
taminants present. This self-regulating process
maintains a consistently low 0.5 to 1.0 ppm of
free chlorine at all times. That’s what reduces
the need to shock.”
MAKING IT ALLA SNAP
The @ease Sanitizing System aims to put hot
tub owners at ease — by making maintenance
super intuitive. The @ease Floating System em-
ploys two connecting cartridges. The cartridge
containing SmartChlor snaps together with a
cartridge containing FROG minerals and the
system oats in the hot tub. When @ease ips
over in the water, consumers know it’s time to
replace the SmartChlor cartridge — about once
every three to four weeks.
FROG @ease comes in a start-up kit with
SPONSORED CONTENT
SIMPLIFIED HOT TUB MAINTENANCE:
No Chemistry
Degree Required
AQ1116 SponCon-King.indd 20 10/4/16 8:32 PM
The SmartChlor cartridge snaps together with the mineral cartridge. The SmartChlor cartridge dial is set per the hot tub gallon size.
The @ease system floats in the hot tub. After 3-4 weeks, the @ease system flips over indicating it’s time to
replace the SmartChlor cartridge.
WWW.AQUAMAGAZINE.COM NOVEMBER 2016 21
one Mineral and one SmartChlor cartridge, a start-up shock
packet called FROG Jump Start and 30 @ease Test Strips at
a retail of $44.95. The replacement SmartChlor Cartridges
come in a convenient three-pack that retails for $41.95.
With just two boxes, @ease provides four months of easy
water care.
“Even our @ease Test Strips are designed to make it eas-
ier for consumers,” says Jackie Rieck, marketing director.
“Because SmartChlor Technology is so different from dichlor
and consistently maintains a 0.5 to 1.0 ppm free chlorine
level, no free chlorine test is required.” The @ease Test Strips
provide a simple, one color out indicator that indicates when
the SmartChlor Cartridge is nearly empty. The test strips also
test for pH, total alkalinity and calcium hardness.
CONSUMERS WEIGH IN
Hot tub owners report that the @ease System works for
weeks at a time without bleaching swimsuits, drying skin
or causing wear and tear on the hot tub and surrounding
surfaces. In addition, there are no smelly odors.
Both dichlor and bromine users reported that @ease with
SmartChlor Technology was the easiest water care system
they had tried.
“There is no chlorine odor and we feel the water stayed
much clearer.” — Diane W.
“After 20 years of manually having to add chemicals –
this is a breeze.” — Jeff K.
“None of the weekly hassles we usually have of testing
and adding products.” — Deb B.
BENEFITS TO DEALERS
Like all FROG products, @ease creates a recurring business
model for dealers, generating repeat sales of replacement
cartridges — at about three times the prot of dichlor. In
addition, King Technology is currently offering dealer
incentives to get started with @ease. We are so condent
in the product performance, we have a Try Me program for
dealers to experience @ease rst hand. We are also offering
a one-time dealer direct promotion for a limited time, and
our Smart Start Program that provides free product to deal-
ers that include FROG @ease with every hot tub sold.
King also provides a unique online training program
through its dealer portal, along with useful, professional and
free point-of-sale materials. Our dealers tell us:
“Our customer feedback on FROG @ease Sanitizing
System has been nothing but positive. In a word we can all
appreciate – simple!” — Gabe Givan, Sonoma Backyard
“We include the @ease System with every new spa we
sell. Customers love it, employees love it and our bottom
line loves it!” — Chet Lockwood, The Hot Tub WhereHouse
To learn more about the @ease Sanitizing System, visit FrogAtEase.com
or stop by the King Technology Booth #1629 at the Pool | Spa | Patio Expo
in New Orleans
SPONSORED CONTENT
AQ1116 SponCon-King.indd 21 10/4/16 8:32 PM

I N F O . A Q U A M A G A Z I N E . C O M
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Meet Thomas.
Learn why he relies on
AQUA magazine to reach
customers and prospects.
Marketing Director at Tara Manufacturing

“The main reason we choose to
advertise in AQUA is because
it’s where our customers go for
information about the industry.
It is important for us to be able
to reach our customers where
they access their information.
Plus, the layout is attractive,
draws you in and there is
plenty within the magazine to
engage you.”
“Our media advisor is very
knowledgeable about the
latest trends in media and
advertising and I trust his
advice because he takes the
time to learn our goals and
helps us get the maximum
exposure for our budget.
AQUA is a professional
organization with an excellent
publication and great service.
It’s a pleasure to work with
them as partners.”
Tara Manufacturing is a leading
provider of vinyl swimming pool
liners and winter pool safety covers
for inground swimming pools.
Meet Thomas.

PRINT: THE CONTENT
FEATURES
This is the industry’s go-to spot to get an in-depth look at everything from pumps to chemicals and more.
Position your company as a top industry resource by advertising in this section.
A Pool and Spa
Paradise BY CAILLEY HAMMEL
A 20,000 square
foot pool and spa
store doubles as a
tropical retreat
34 JULY 2016 WWW.AQUAMAGAZINE.COM
AQ716_Tropicalstore.indd 34 5/31/16 3:15 PM
A
BOUT 70 MILES OUTSIDE OF WASHINGTON,
D.C., on the eastern coast of the Chesapeake Bay,
you’ll find something surprising: a tropical oasis.
Almost, anyway. What you see is actually the home
of AQUA Pools and Spas (Easton, Md.). With emer-
ald grass, a bright coral exterior and a sky-blue roof, AQUA Pools
and Spas evokes thoughts of a Caribbean oceanfront paradise.
According to General Manager Danny Morris, that’s by design.
“[We’re] definitely trying to bring a beach feel to this area,” he
says.
You could say it’s been a long road to paradise. AQUA Pools
and Spas opened in 1974 as a service/construction company; as
time passed, a separate retail-only location opened. Another re-
tail store would follow.
By the early 2000’s, AQUA Pools and Spas was a web of vari-
ous entities spread throughout eastern Maryland, something
owner Dan Bridges wanted to rectify.
“We decided to build a new building and combine everything
together,” Morris says.
While the final result looks relaxed and carefree, the process
was anything but. Bridges carefully designed everything with a
business strategy in mind: to make the outside replicate what
could be found inside.
The blue and orange colors, for example, are the company’s
signature colors. A wave pattern pops against the orange paint
and subtly reflects the aquatic nature of the company. The top of
the building has large windows that allow in lots of natural light.
And for years, passersby could take in the sight of palm trees
on the grounds. (The team planted a cold-hardy variety bred to
withstand cold weather, but after two especially bad winters, they
didn’t survive.)
If you think the building seems rather imposing, that’s not
your imagination. It measures 20,000 square feet in total, includ-
ing a 5,000 square-foot showroom, 5,000 square-feet of office
space and 10,000 square feet of warehouse space. And for good
measure, an infinity-edge pool is on display on the side of the
building.
Even if AQUA Pools and Spas isn’t in paradise, we have to ad-
mit, it comes close.
Comments or thoughts on this article?
Please e-mail cailley@aquamagazine.com
WWW.AQUAMAGAZINE.COM JULY 2016 35
AQ716_Tropicalstore.indd 35 5/31/16 3:16 PM
Relations
SpaceBy RandyTumber
AQ1016 AC Tumber.indd 116 9/6/16 10:11 AM
THE KEY TO CREATING EMOTIONALLY
COMPELLING DESIGNS IS THE WAY THE
FEATURES WITHIN THE SPACE
RELATE TO EACH OTHER
H
AVEYOU EVER wondered
why some landscapes create
an emotional response while
others don’t, even though
they appear well designed and
properly built? I believe the
answer relates largely to the
way the elements within a
property relate to each other and in turn impact
the experiences of those who spend time there.
As designers, we have the opportunity to create
an element of intrigue, to create places in people’s
homes that say,“This is where your heart wants
to go.”
In our work atTumber Associates, we’ve
learned to clear that bar by focusing not so much
on the individual elements in the design — which
are certainly important — but far more sig-
nificantly on how they work together. So often,
customers start out focusing on the tile or deck
material, but those are short strokes that really
should flow from the way the larger puzzle pieces
are shaped and arranged.
It’s a process that is both highly subjective, yet
disciplined, and begins the moment I visit a prop-
erty.Whether large or small, simple or complex,
it all begins by first understanding that when you
move through an environment, both visually and
with your feet, you should feel the excitement of
being on a journey.
A SENSE OF PLACE
The first step in plotting those journeys is to
identify the most obvious “presentations,” mean-
ing primary focal points and views.That could be
any number of things: a view from the back of the
house, the first sight when driving onto the prop-
erty or what you see when you look back at the
house from a property line.
Ask yourself:What is the vantage point?What
does it present?
In the simplest terms, the idea is to identify
the things you like and those you don’t.You look
for the features and characteristics that have the
potential for something beautiful.That might be a
distant hillside vista or a body of water. It could be
an intimate view of a stand of trees or a place on
the property that receives the most sunlight in the
morning.
Then, at the same time, I look for things I con-
sider to be red flags, or the lines of sight we want
PHOTOSCOURTESYOFTUMBERASSOCIATES
WWW.AQUAMAGAZINE.COM OCTOBER 2016 117
AQ1016 AC Tumber.indd 117 9/6/16 10:11 AM
A
S SUMMER ROLLS IN and temperatures rise, pool professionals in seasonal markets
begin turning their attention to ordering winter pool covers — a significant source of in-
come, whether sold in new construction or in the aftermarket.
Interestingly, covers are relatively expensive items that are sold by builders, servicers
and retailers alike. And although the selling process unfolds differently in each category, the basic
necessity of covering up for winter never really changes.
Mike Mancini, general manager for Fox Pool Spa Leisure Center in Burlington, Ont., is famil-
iar with selling and installing covers across all three major dealer types.
“We sell covers for all of our new pools, almost without exception. For the aftermarket, we run
ads and promotions through our retail store and with service, because we’re out there on the
property, we’ll leave our door hangers or other promotional material. Bottom line is that in areas
with cold winters, every pool should have a winterizing cover.”
According to Mancini, that necessity equates to strong annual sales across both new construc-
tion and the aftermarket, with most of the latter coming as part of the service business. “The
sales break down to about 50/50 new pools versus aftermarket,” he explains. “For new pools, we
will sell either a solid, lock-in cover or a mesh cover. For the aftermarket, usually we’re trying to
get our clients to upgrade to mesh safety covers.
“We start promoting cover upgrades in August and actually begin closing pools we have on
service at the start of September and go through to the end of November,” he adds. “Overall,
the vinyl lock-in covers are the most popular with our customers. Those work well with vinyl liner
pools, where you have the liner with a bead that fits into the second track. Those do seem to be
WWW.AQUAMAGAZINE.COM JULY 2016 45
BY ERIC HERMAN
Preparing for the
Fall Cover Up
“We start
promoting
cover upgrades
inAugust and
actually begin
closing pools we
have on service
at the start of
September and
go through
to the end of
November.”
PHOTOSCOURTESYOFFOXPOOLS
AQ716_Wintercovers.indd 45 6/2/16 3:13 PM
Meet Thomas.

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WWW.AQUAMAGAZINE.COM OCTOBER 2016 19
NOTEWORTHY OBSERVATIONS FROM THE WORLD OF SPAS POOLS
Wonderwall
AS ANYONE IN THIS INDUSTRY
can attest, quite often, it’s a seem-
ingly basic request that can serve
as a springboard for unexpected,
creative solutions.
In this case, architect Manuel
Ocaña was hired to develop an
attractive way to mask the nearly
50-foot wall at the back of this
client’s property, just behind an
infinite-edge pool. Such a request
presents infinite possibilities. May-
be you could add a tile mosaic? Or
cover the wall in an attractive, yet
weather-resistant wood, like ipe?
Or heck, you could install a screen
there for movie nights by the pool.
Instead of the above, Ocaña
created an entirely new concept
that serves as a multipurpose work
of art.
This “wall,” for lack of a better
word, is adorned with 33 round,
stainless-steel mirrors, canted in
all directions. Each mirror has a
slight curve that not only warps its
reflection in an attractive way, but
also prevents excessive heat and
glare. In a story in Dezeen maga-
zine, representatives from Ocaña’s
firm describe these mirrors as
“metallic petals.”
Plants were added in-between
the mirrors to add depth, and 60
misters were installed both water
the plants and attract birds.
Throughout the day, the look of
the wall evolves. The mirrors fill
with the blue of the sky during the
day, dotting the surface of the wa-
ter with reflections. At sunset, the
mirrors change to mimic the sky’s
pinks and orange hues, as well as
the greenery of the surrounding
plants.
If that isn’t enough incentive to
get outside more, we don’t know
what is.
PHOTOSBYIMAGENSUBLIMINAL
AQ1016_WF.indd 19 9/2/16 1:36 PM
WATERFRONT
A playful look at the world of
recreational water. This is a perennial
winner with our readers, a place where
they go for light industry reading.
COLUMNS
In this section, our audience gets insights and
opinions from experts that can only be found
in AQUA. These columns are some of the most
consistently read content in every issue.
What are your warning signs a
customer will be a problem?
Al Curtis
Legendary Escapes
Brighton, Mich.
When we take calls at the office,
whoever answers the initial call listens
for cues in the words that a poten-
tial customer uses. If they are friendly
and ask the right questions, we get a
pretty good indication that they will
be great to work with. People who are
difficult to talk to, or have too-rigid
expectations or impatience coming
through are not a good fit for us.
We look for people who are
interested in design rather than just
collecting quotes. We also like to
know if they are open to new design
ideas, or if they have it set in their
mind what they want. If they mention
they have been to our website and
love our work, even better.
If they start conversations with,
“I’m having trouble getting anyone
to do a design for me...” or, “I need
to find a new pool company because
the other one (insert crazy scenario
here),” or “I hired someone else
to build my pool and now I need
someone to finish it,” then we know
most likely this customer won’t be a
great fit.
Merry Wise
Wise Pools
The Woodlands, Texas
One of the most common prob-
lems is the customer whose “wants”
obviously don’t match his or her
“gots.” Most of us want what we can’t
afford, and people often have an un-
realistic idea about what a swimming
pool will cost. They may have seen the
fabulous pictures of award-winners
we are all proud to share, and it is dif-
ficult to scale back to what they can
really afford.
Try to establish what their budget is
early on, and beware of the unrealistic
tire-kicker who wastes a lot of your
time getting all kinds of special bids
for extravagant extras you will have
to use other contractors for, only to
have the job fizzle because they could
never afford it.
Also, beware of anybody who
throws around the term “lawsuit” or
brags about suing people a lot — or is
even using the money from a suit to
build the pool. Some people live their
lives finding bogus reasons to sue,
only to settle and rip off somebody’s
insurance company. That person will
always be trouble.
Dan Lenz
All Seasons Pools Spas
Orland Park, Ill.
We try to size up clients as early as
possible to see what personality traits
they have that might make a project
either smooth or more difficult. One
way we do that is with our three-meet-
ing process, which helps us vet cli-
ents. First, they meet our salespeople
at our design center with their plat of
survey. At our design center, they can
see fully functioning inground display
pools, the associated equipment, vari-
ous materials and more. If that meet-
ing goes well, and both the client and
our salespeople determine we are a
good fit for one another, then we will
schedule a second meeting at their
property to evaluate the job site and
make additional suggestions regard-
ing their backyard plans. Following
that site visit, a third meeting is set up
to present their proposal.
If clients aren’t willing to invest
this type of time into the process of
spending tens or even hundreds of
thousands of dollars with you, then
there will likely be problems during
construction that could have been
avoided.
As Bill Engvall might say, “Here’s
your sign.”
Shop TalkONE QUESTION, THREE TAKES
WWW.AQUAMAGAZINE.COM AUGUST 2016 21
AQ816_ShopTalk.indd 21 6/29/16 9:53 AM
If there’s one thing David Ghiz has learned from his
years in the pool and spa industry, it’s that seeing is be-
lieving. So when designing the 15,000 square foot space
that would become Imagine Backyard Living (Scottsdale,
Ariz.), his top priority was creating a feast for the eyes
and the imagination.
“It was really about trying to change the way people
thought about hot tubs, and I felt like if I did it in an ex-
perience where they could see them much better set up,
they would be more apt to buy them,” he says.
The final result does not disappoint. Those who
visit Imagine Backyard Living are treated to six large
vignettes, and while each is anchored by a hot tub, that’s
the only thing they have in common. As guests move
from exhibit to exhibit, they see different decking and
hardscaping options, shade structures, outdoor furni-
ture options and accessories to tie it all together. When
customers return for later visits, they’re likely to see new
arrangements throughout the store, as the vignettes
regularly change to reflect new products and trends.
Imagine Backyard Living opened its doors in 2014,
and after just one year was honored with several awards,
including the 2015 President’s Award, given to the Ja-
cuzzi dealer with the largest single store sales in the
world. (They beat more than 1,000 other stores in 60
countries for that honor, to boot.)
Those who know of Ghiz may not find the honor sur-
prising — retailing is in his blood. David Ghiz is the son
of George Ghiz, who opened longtime retail/builder/
service firm Paddock Pools in 1958. The family sold Pad-
BY CAILLEY HAMMEL
Hot Tub Monthly
‘Imagining’ a New
Store Concept
Portable spas and outdoor living trends unite in this Scottsdale showroom
The showroom at
Imagine Backyard
Living illustrates
the many ways
portable spas and
outdoor furniture
can intertwine.
22 AUGUST 2016 WWW.AQUAMAGAZINE.COM
AQ816_HTM.indd 22 7/5/16 9:02 AM
• portable
• reliable
• up-to-date info
• tangible medium
• convenient
• not a screen
MYTH: PRINTISDEAD.
FACT: 93% of professionals find print
magazines to be desirable for many reasons:
(source: Martin Akel Associates study 2013)

ONLINE OPPORTUNITIESDIGITAL:
CUSTOM E-MAIL
In addition to enjoying our print publication, your customers spend most of their day on screens, so why not advertise
where they are with our digital channels? Increase brand exposure, maximize ROI and drive your business forward
with the digital solutions AQUA provides.
Get access to our dynamic
and robust audience
of 16,000+ digital
subscribers to increase
your brand exposure.
Advantages:
• Fully customizable
• Timely
• Targeted
• Open rates well-above
industry averages
Advantages:
• Trackable
• Mobile-responsive
• Engaged, quality list
E-NEWS
Our audience’s twice-
weekly connection to
online readers, with the
latest industry trends and
information.
MICROSITES
Educate and inform
prospects who are
searching for you with
a fully customizable
profile in the online
Buyers’ Guide.
Advantages:
• Capture leads
• Year-long visibility
• Priority listing
SOCIAL
2,671likes
386 followers
980connections
5,995followers
Custom solution pricing, packages and multiple insertion discounts
available. Visit info.aquamagazine.com/rates to learn more.
26%
SUBSCRIBERS AVG TOTAL OPEN RATE
18,000+
16,000+
SUBSCRIBERS AVG TOTAL OPEN RATE
29%

WEBSITE
VIDEO Increase the reach of your marketing videos and gain additional
exposure with video promotion available through AQUA.
Advantages:
PROMOTION
Your video will be added to our
website and E-News, and posted on
social media.
ENGAGEMENT
Video is great for telling a more
detailed story in a visual way.
Advantages:
• Highest web traffic out
of any pool/spa trade
publication
• 24/7 visibility
• Trackable
• Targeted
• Concentrated – most
visitors are trade
professionals
With over 614,000 annual pageviews and 324,000+ visitors, aquamagazine.com is the
leading platform to advertise your company and increase brand awareness. Meet Battista.
Learn why he relies on AQUA
to grow their business.
Chief Creative Officer at Pleatco

“Because I’ve always identified
AQUA as the #1 industry
publication in terms of quality,
audience engagement and
editorial content, advertising
with AQUA is the most
important spend we make all
year. As we seek continued
expansion of the Pleatco brand,
we rely on AQUA to increase
and maintain our presence in
the pool and spa industry – and
they haven’t let us down!”
“I need a good relationship
with the publisher for
guidance on the best print and
online advertising solutions
available and that’s exactly
what I get with AQUA. I
appreciate the collaborative
relationship we have, knowing
they have our best interest in
mind. The solutions, support
and attention to detail they
offer have allowed us a great
deal of success.”
Pleatco is a leading and the largest
manufacturer of various high quality
pool and spa filter cartridges.
Meet Battista.

2 0 1 7 E D I T O R I A L C A L E N D A R
IN EVERY
ISSUE
Waterfront :
Short, fun observations
from the world of spas
and pools.
APSP:
News and notes from the
Association of Pool Spa
Professionals.
Spotlight:
Shining examples of new,
innovative ideas and
people from around the
industry.
Hot Tub Monthly:
A look at news, trends,
advice and products
specifically for hot tub
professionals.
JANUARY
ATLANTIC CITY SHOW ISSUE
BONUS DISTRIBUTION:
The Pool Spa Show (Atlantic City)
Mid-America Pool Spa Show
Southwest Pool Spa Show
MAY
STATE OF THE INDUSTRY
Market Reports for:
• Retail
• Service
• Build/Design
• Hot Tub Retailers
SEPTEMBER
THE HOT WATER ISSUE
• Custom Spas
BONUS DISTRIBUTION:
Pool Industry Expo (Monterey)
FEBRUARY
• Fiberglass Pools
• Automatic Pool Covers
• Pool Filtration
BONUS DISTRIBUTION:
Orlando Pool Spa Show
JUNE
• Swim Spas/Aquatic Exercise
Equipment
• Chemicals
• Business Software Products
• Outdoor Living
(Patio Furniture, BBQ, Hearth)
OCTOBER
AWARDS OF
EXCELLENCE ISSUE
• Pool Filtration
• Chemicals
MARCH
• Automatic Pool Cleaners
• Controls Automation
JULY
• Winter Pool Covers
• Pool Lighting
NOVEMBER
POOL | SPA | PATIO
EXPO ISSUE
• Outdoor Living
(Patio Furniture, BBQ, Hearth)
BONUS DISTRIBUTION:
PSP Expo (Orlando)
APRIL
• Inground Package Pools
• Saunas
• Pool Equipment
AUGUST
• Spa Covers
Removal Systems
• Alternative Sanitizing
• Pool Equipment
DECEMBER
ANNUAL BUYERS’
GUIDE ISSUE
• Boldfaced listings throughout
printed version
• Featured Supplier listing on
the online Buyers’ Guide
• “Seeouradonpage__”re-direct
inyourcompanylisting
BONUS DISTRIBUTION:
All Major Industry Shows
Ad Close: 11/22
Ad Due: 11/29
Ad Close: 12/23
Ad Due: 12/30
Ad Close: 1/25
Ad Due: 2/1
Ad Close: 2/22
Ad Due: 3/1
Ad Close: 6/22
Ad Due: 6/29
Ad Close: 10/25
Ad Due: 11/1
Ad Close: 9/22
Ad Due: 9/29
Ad Close: 5/25
Ad Due: 6/1
Ad Close: 4/24
Ad Due: 5/1
Ad Close: 3/23
Ad Due: 3/30
Ad Close: 7/24
Ad Due: 7/31
Ad Close: 8/24
Ad Due: 8/31
PRODUCT FOCUS:
• Spa Enclosures, Steps Surrounds
• Outdoor Living (Patio Furniture, BBQ, Hearth)
PRODUCT FOCUS:
• Show Product/Booth Preview
PRODUCT FOCUS:
• Chemicals
PRODUCT FOCUS:
• Portable Spas
PRODUCT FOCUS:
• Vinyl Liner Patterns
PRODUCT FOCUS:
• Automatic Pool Cleaners
PRODUCT FOCUS:
• Water Testing
PRODUCT FOCUS:
• Safety Products
PRODUCT FOCUS:
• Winterizing Products
PRODUCT FOCUS:
• Fiberglass Pools
• Renovation: Deck, Finishes, Paints more
Meet Battista.

LEARN MORE @ INFO.AQUAMAGAZINE.COM
JARED FISH
EAST COAST SALES
608.729.4220
jared@aquamagazine.com
STAN CHAMBERS
WEST COAST SALES
949.253.8725
stan@aquamagazine.com
BRING CLARITY
TO YOUR MARKETING STRATEGY
AND PUMP UP YOUR ROI WITH
PRINT
DIGITAL
SOCIAL

YOUR TRUSTED PARTNER IN THE SPA POOL INDUSTRY
2 2 E . M I F F L I N S T. , S U I T E 9 1 0 | M A D I S O N , W I 5 3 7 0 3

2017 AQUA Media Kit

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