Business View Magazine | December 2020

116 BUSINESS VIEW MAGAZINE DECEMBER 2020 new, high-end, 700 series hot tub models within the Vita line. It’s increased our sales in our most fully featured series within Vita and more than doubled our business in that category in less than a year.” The 12-ft swim spa models are among the company’s “value targeted family exercise” swim spas. MAAX has also redesigned its hot tub covers, redesigned or updated the electronic controls, and updated the jetting positions and design accents throughout the Vita line. Regarding its marketing direction, MAAX Spas is moving more into the digital age – getting away from a lot of the printed literature and moving into web-based, interactive information. As well as incorporating 3D, virtual-reality type modeling, so potential consumers can come in and see what their spa will look like in the backyard. The company is also looking towards efficiency with a more consistent, but faster- paced, product development schedule. “The underlying strategy we’ve coined as ‘accelerated innovation,’” says Johnson. “Instead of waiting for