Pool and Hot Tub Alliance

industry’s growth and improvement. As of now, the PHTA boasts around 3,900 corporate members, encompassing manufacturers, distributors, builders, retailers, service professionals, hot tub manufacturers, and commercial pool operators. The merger brought not only excitement but also challenges and the opportunities to advance that came with overcoming them. One of the most pressing issues the alliance faced at the time was its need to align its core strategy with a set of principles that made sense for its industry and audience. “We went through a strategic planning session…and we also talked core values… we’re inclusive, open and transparent, goal-oriented, results-oriented, and visionary. Then we organize ourselves under 3 core principles of educate, advocate, and elevate,” says President and CEO Sabeena Hickman. Upon assuming the role in September 2019, Hickman’s initial task was to seamlessly integrate two newly merged organizations. 5 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 06 POOL & HOT TUB ALL IANCE