From Struggling Sales to £2M Vision Booming Hot Tub Brand

In this enlightening conversation with Carla, co-owner of Hot Tubs Oxford, we explore how a strategic digital marketing approach helped transform her business after the post-pandemic slump that affected many home and garden retailers.

The business journey:

• Founded in 2016 when Kenny, with industry experience, started servicing and repairing hot tubs
• Opened their first showroom in 2019 after customer demand for retail options
• Made the crucial decision to focus exclusively on high-quality products
• Navigated COVID by securing stock early, which led to exceptional growth
• Invested £50K in a mezzanine floor expansion during lockdown to prepare for future growth
• Won “Retailer of the Year” for the UK

After the post-pandemic boom, Hot Tubs Oxford faced the challenging reality of the energy crisis, which caused many potential customers to reconsider large purchases like hot tubs. This is when they turned to digital marketing to help rebuild their business.

The digital marketing strategy that worked:

• Implemented targeted Google and Meta ads focused on their specific geographic area
• Created a professional brand film that showcased their showroom, products, and team
• Positioned themselves as experts in energy-efficient, high-quality products
• Used retargeting to stay top-of-mind with potential customers throughout their decision journey

One of the most interesting insights was learning that hot tub purchases typically require 6-8 touchpoints before conversion. This validates the importance of a multi-channel approach rather than expecting immediate results from a single ad.

The results:

• Returned to COVID-level sales figures while many competitors continue to struggle
• Secured high-value sales directly attributed to their digital marketing presence
• One recent customer spent £30K after seeing them “all over Instagram and Facebook”
• Built trust through authentic representation that matched the in-store experience

Next-level growth strategy:

• Expanding product offerings to include outdoor kitchens, saunas, swim spas, and ice baths
• Creating more educational content to establish expertise and build trust
• Developing a “Hot Tub Hub” with answers to common customer questions
• Exploring Pinterest as a platform that aligns with their high-end, visual products

This conversation highlights the power of consistent, targeted digital marketing for specialty retailers. By focusing on their local area, showcasing their expertise, and maintaining a quality-first approach, Hot Tubs Oxford has successfully navigated challenging market conditions.

The most powerful lesson is how combining paid advertising with authentic content creation creates multiple touchpoints that guide customers through their buying journey. This omnichannel approach—where online marketing drives showroom visits and in-person experiences close the sale—proves especially effective for high-consideration purchases like hot tubs.

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