Pool and Hot Tub Alliance

raise a million dollars and will give 30,000 children the gift of swimming,” Hickman says, confirming the confidence the alliance has in its projections thanks to Rowdy’s consistency and stellar performance as an advocate. ALLIANCE DIRECTIVES ON THE HORIZON Looking ahead, the industry is poised for continued growth and innovation. The PHTA remains dedicated to its core principles of education, advocacy, and elevation. Key priorities will continue to focus on expanding its workforce development initiatives, enhancing research capabilities, and furthering educational opportunities. Additionally, the alliance aims to strengthen its advocacy efforts, ensuring the industry’s voice is heard both locally and nationally with an initiative called “Pool Horizons.” “We want to tell the stories of the benefits of pools… how it brings communities together. We want to talk about environmental sustainability,” Hickman says, confirming the alliance’s success in enrolling individuals to give the testimonies needed to clear the misconceptions about pool ownership. The PHTA’s member enrollment, engagement, and retention have all seen a rise in recent years, and it’s thanks to the valuable resources, educational programs, and certification courses the alliance provides to help members enhance their skills and stay competitive. The formation of PHTA has been a transformative milestone for the pool and spa industry and it’s well-positioned to lead the industry into a future of continued success and growth. Despite being young, the Pool and Hot Tub Alliance has already become the go-to resource for industry knowledge, advocacy, and professional development, ultimately elevating the standards and success of the entire pool and hot tub industry it serves. 10 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 06