Long Beach, CA – June 25, 2025 – The Western Pool & Spa Show proudly announces the appointment of Michelle Kavanaugh to its Board of Directors, bringing decades of industry expertise, strategic leadership, and a passion for education and empowerment to one of the pool industry’s most respected events.

According to Show Director Eric Nielson, “Michelle brings a wealth of experience in the swimming pool industry in both association management and education. She possesses unique skill sets that will be invaluable in sustaining the show’s growth and fulfilling its mission to promote education in the industry. We couldn’t be more pleased.”

Michelle Kavanaugh is a renowned business strategist, marketing mentor, and advocate for both trade professionals and women. With over 20 years of experience in strategic planning, marketing, and leadership, she has consistently driven transformation and growth across organizations, helping small business owners thrive through personalized coaching and her signature SMART solutions.

She is the founder of Michelle Kavanaugh Inc., where she works closely with entrepreneurs to bring clarity, structure, and momentum to their businesses. Her previous leadership roles include serving as Executive Director of the California Pool & Spa Association and spending 14 years with the National Swimming Pool Foundation, where she led mission development, managed the Certified Pool Operator (CPO) Certification program, and produced major industry events, such as the World Aquatic Health Conference.

Outside of the industry, Michelle’s passion for impact extends into advocacy. Inspired by the book Half the Sky, she dedicated four years to supporting survivors of domestic violence through TESSA of Colorado Springs. Today, she serves on the board of Awaken Your Lioness, a nonprofit that empowers formerly incarcerated women to rebuild their lives and communities.

Originally from South Dakota and raised in Colorado, Michelle relocated to Texas in 2023. She is a proud mother, a dynamic public speaker, and a lifelong learner known for her professionalism, optimism, and results-driven leadership.

Now celebrating its 48th year, the Western Pool & Spa Show is the largest pool industry trade show on the West Coast. Since 1978, the nonprofit, all-volunteer organization has remained a leader in both education and industry exhibition, offering an expansive show floor and what many consider the best educational programming in the pool and spa industry.

Michelle Kavanaugh’s appointment reinforces the Show’s ongoing commitment to innovation and education as it looks toward the future.

For more information about the Western Pool & Spa Show, visit www.westernshow.com.

On what many are already calling a historic market nosedive, the stock market just hit an all-time low not seen since 2020, wiping out nearly $2 trillion in value in a single day. For many sectors, this event signals uncertainty, tighter budgets, and reevaluated priorities — and the pool and spa industry is no exception.

So what does this mean for pool builders, hot tub dealers, service techs, and suppliers? Let’s break it down.

🧊 Consumer Confidence May Take a Cold Plunge

When trillions vanish from the market in a day, the psychological impact is swift and powerful. Even homeowners with secure jobs and stable finances may begin rethinking large discretionary purchases, especially those tied to luxury and lifestyle — like pools, spas, and backyard renovations. The sentiment amongst economists correlates with what one insider told Pool Magazine at an industry event just last month.

“We’ve had a few clients hit pause on their projects, just to see how this plays out. It’s a gut reaction to economic fear,” said one of the nation’s largest pool builders who requested to remain anonymous for this article.

What We See Happening Today

While builders are concerned that rising prices may be causing consumer confidence to falter, the sentiment is doubly troubling for those supplying their materials. What we see happening in the market today are tariff rumors spurring concern amongst manufacturers and suppliers.

Many have already begun sending notices that they may begin raising prices to offset increases. With numerous suppliers already following suit, it’s logical to presume that recent declines in market confidence have been largely attributed to investor concerns over the economic impact of newly imposed tariffs. This could be what is sparking fears of slowed growth and rising inflation. If the trend persists, industry analysts warn it could have a ripple effect across the outdoor living and pool sectors.

The Most Recent One-Day Declines Are Raising Eyebrows (April 3, 2025):

1. S&P 500: Fell 4.8% (274.45 points) to close at 5,396.52. ​
2. Dow Jones Industrial Average: Dropped 1,679.39 points (4%) to close at 40,545.93.
3. Nasdaq Composite: Declined 6% (1,050.44 points) to close at 16,550.61. ​

Continuing the trend we saw throughout 2024, right now we expect to see slower sales in new pool construction during Q1 and Q2, as homeowners grow more cautious with big-ticket purchases. Hot tub and swim spa sales have also declined as buyers began taking a more measured approach. The trend resulted in delaying purchases or opting for lower-priced models. Additionally, following the trend from 2023 through 2024, luxury enhancements in outdoor living spaces—such as custom lighting, premium decking, and high-end features—could see reduced demand as consumers tighten their belts.

In our latest Industry Check-In, we polled members of the “Pool & Spa Industry Professionals” LinkedIn group to find out what they believe is the biggest challenge facing the industry right now. The overwhelming response centered around inflation—particularly the rising costs of labor and materials. Many pool pros shared concerns about how these increases are squeezing margins and making it more difficult to price projects competitively. While some mentioned tariffs and softening demand, it was clear that inflation remains the top issue on everyone’s mind as companies navigate a more expensive and unpredictable 2025.

💰 Financing Becomes a Hurdle

For pool builders who’ve been leaning on financing options to help customers afford projects, now is the time to watch that channel closely. Market deviations can prompt lenders to:

1. Tighten credit standards
2. Raise interest rates
3. Reduce available credit limits

This could result in fewer approvals and less attractive loan terms — a double hit for homeowners considering a new pool or hot tub who may now find financing terms fluctuating.

🏡 Luxury May Lag… or Lead

It might seem counterintuitive, but historically, the high-end market often remains resilient during downturns. In 2020, even at the peak of COVID-related economic fear, pool and outdoor living projects soared — in part because homeowners stayed home more and looked to invest in their surroundings. Despite ongoing inflationary pressures and tariff concerns, demand for outdoor living projects is expected to remain well above pre-pandemic levels, according to a recent report from The Freedonia Group.

🔧 The Service Sector Stays Strong

While new construction may cool off, one segment is always in demand: pool maintenance and repair. Whether the economy is booming or busting, pool owners still need:

1. Weekly cleaning and chemical balancing
2. Filter changes, pump repairs, and heater diagnostics
3. Pool openings, closings, and seasonal tune-ups

For many companies, the service department could become the reliable foundation that helps them weather any extended downturn.

“Anytime there is a monumental drop, we all need to take note and make prudent choices going forward in the new reality. We have historically survived downturns like this fairly well. When the housing bubble burst, the service industry weathered that better than the construction segment of the industry,” said Jerry Wallace, President of Swim Chem, Inc., “We will persevere through this as we have other downturns in the past.”

📉 Builder & Supplier Outlook

Builders who rely heavily on new projects may need to pivot, fast. If contracts stall and leads slow down, having cash reserves and flexible operating models will be key. At the same time, suppliers may tighten terms, requiring faster payment or changing order minimums.

We may see:

1. Delayed start dates on already-sold projects
2. Longer sales cycles
3. Cash flow challenges for smaller builders
4. Pressure on pricing from discount competitors

📦 Smart Shoppers Look for Smaller, Simpler Options

While the premium market may remain steady, many middle-market buyers will look for more affordable ways to upgrade their backyards:

1. Plug-and-play spas
2. Pre-cast, container, or modular pools
3. DIY-friendly above-ground setups

Retailers who stock these options may see an uptick in foot traffic from customers who still want a slice of the good life — just with a lower price tag and less risk.

🔮 Industry Insiders Remain Cautiously Optimistic About a Better Second Half to 2025

Some industry insiders are expressing cautious optimism, viewing the recent market crash as a temporary setback rather than a long-term downturn for the pool and spa industry. Jared Schwab, President of Alpha Group, remains hopeful about what’s ahead.

“I believe we will see an interest rate decline and a renewing of Trump tax cuts leading to a blissful second half,” Jared Schwab, President of manufacturer representative firm, The Alpha Group said. “Advice: stay the course — this too shall pass.”

His sentiment echoes a broader belief among industry veterans that while uncertainty may define the moment, resilience and long-term demand will prevail. For many, it’s not the time to panic — but to prepare.

✅ How to Respond Right Now

While it’s too early to tell how long this volatility will last, the time to act is now. Here’s what pool and spa professionals should do today:

✔️ Double Down on Digital

Stay visible. Keep posting on social, stay active on Google, and keep SEO up to date. When customers are ready, you want to be easy to find.

✔️ Sell Stability

Remind homeowners that pools and spas aren’t just luxuries — they’re investments in family, wellness, and home value. That message will land well in times of uncertainty.

✔️ Promote Service Plans

Your recurring revenue could be your lifeline. Offer seasonal packages, loyalty discounts, or pre-paid maintenance plans.

✔️ Reassess Financing

Talk with your financing partners. Explore new options or incentives that can help close the deal.

✔️ Diversify Your Offering

Think beyond the pool. Lighting, landscaping, outdoor audio, patio covers, fire features — these are all lower-cost ways clients can upgrade without committing to a major project.

🧠 Final Thoughts

Every downturn eventually ends — and often, the companies that thrive in the recovery are the ones who adapted early. A $2 trillion market crash is a wake-up call, but it’s also an opportunity to sharpen your strategy, focus on what’s essential, and be the steady hand clients trust in uncertain times.

If you’re in the pool and spa industry, the message is clear: stay visible, stay flexible, and stay ready. Your next opportunity might come sooner than you think.

Small businesses are an engine of growth in the U.S.: accounting for 99.9% of all companies, delivering 46% of the nation’s GDP, and employing 45.9% of all Americans in the workforce.  While service-oriented small businesses often begin by selling to a local client base, they typically must transform processes to expand. SaaS-based field service management (FSM) platforms with automated processes help small businesses scale efficiently to serve a regional customer base while maintaining service quality with a personal touch. And if service companies branch out into offering products, they can also use these same tools to streamline customer interactions, ship products, and compete against a wider range of companies. 

Increasing Operational Efficiency with Zuper’s FSM Platform 

Cowboy Pools is an Austin, TX-based company owned and operated by Aaron Weiss and Amanda Shaftel. The company has developed a popular smaller-scale, above-ground preassembled stock tank pool, The Honcho, that can be quickly and cost-effectively installed in most backyards.

With business booming, Weiss and Shaftel went looking for a solution to optimize operations and workflows further. The company was using a legacy solution with disconnected processes, increasing staff work strain and delaying job completion. It typically took Cowboy Pools one hour to schedule a pool install in their Austin and Houston markets as staff navigated disjointed processes, email, and other tools. 

Cowboy Pools’ owners wanted to use automation to increase staff productivity and improve the customer experience. This was the start of our partnership with Cowboy Pools. With Zuper, they easily automated and linked customer service, field service teams, and back-office staff to work productively to complete jobs end-to-end. 

For Cowboy Pools, three process changes were key to the company’s rapid growth over the last 12 months:

Automating Scheduling and Dispatching

The Cowboy Pools team uses Zuper’s integrated calendar and automated scheduling and dispatching functionality to plan site visits, installations, and repairs. These tools give Cowboy Pools a top-down view of business activities and staff to maximize field service efficiency. “We can now do all scheduling and dispatching within Zuper, which wasn’t possible with our previous tool. As a result, we have become more organized and responsive to customer needs,” says Aaron Weiss, Co-founder of Cowboy Pools. 

With automated scheduling and dispatching, the company has decreased the timeframe to order and install a pool regionally by 80%. Not only is manual back office schedule management streamlined, but technician utilization is improved because the technology ensures staff are allocated to the job best fit for their skills and schedule. In addition, increasing responsiveness has strengthened customer relationships. The company’s net promoter score (NPS) has increased. 

Since today’s customers expect a heavily automated experience, automating scheduling and accelerating job completion time can help small businesses start relationships on the right foot, leading to great online reviews, higher NPS scores, and more new business due to social proof.

Using a Mobile App

At Cowboy Pools, each field service technician completes 2-7 daily jobs. As a result, staff must be able to work efficiently across locations and in different conditions. 

Zuper provides job management tools that techs can access and use, even when cell service isn’t available, keeping them productive and able to complete jobs more easily. With mobile, all job details exist in one place. For Cowboy Pools, this ensures customer satisfaction is maintained because every technician has access to the history of the account and previous service and can share before and after pictures directly with the customer. The mobile app ensures regular communication with the customer enhancing the overall experience.   

“Our field services team uses the mobile app to see all of their jobs at a glance, including the data and tools they need to complete jobs effectively and efficiently,” says Weiss. Tools such as asset management and service checklists help keep staff focused on completing their day’s jobs and ensuring that every customer receives the same high standard quality of care. 

Field technicians want to use apps that offer guided workflow, so they don’t have to carry physical paperwork or navigate broken processes. Small businesses that move from paper-based processes to automated job management can typically achieve productivity gains of 20-30% on average. Pairing automation with training and upskilling can also help improve technician retention. 

“We view our FSM tool as key to keeping our field teams happy. These employees are in high demand in our regional market and finding ways to make their jobs easier is important for morale.” In the last several months, Cowboy Pools has improved field staff retention by 30%.

Sending Automated Invoices and Payment Reminders

Invoice automation simplifies the billing process significantly for Cowboy Pools by calendar customization reducing manual work for back-office staff, eliminating errors and automating payment reminders. As a result, they can focus on proactive customer outreach to earn business and reduce day sales outstanding (DSO), improving the organization’s capital position.

Back-office teams that automate formerly disconnected invoicing and payment processes can expect to reduce DSO and focus teams on customer communications and exception management. That means better working capital and less bad debt. 

Galvanizing Growth with Streamlined Processes

Cowboy Pools is now selling its standardized product, The Honcho, nationwide. By automating back-office processes and improving daily technician efficiency, the company has been able to expand its offering beyond the Houston and Austin regions.

Other pool or service-based companies can learn from Cowboy Pools’ success and embrace full-service field management software to streamline workflows, accelerate job completion, and ensure timely invoicing and payment. With these capabilities, they can enter new geographic markets, compete with a broader range of businesses, and deliver exceptional service that wins new customers and delights existing ones. And by managing growth efficiently, they’ll also notch greater profitability.