To grow, expand, and succeed, the Pool and Hot Tub Alliance (PHTA)has focused its strategic initiatives on building on the operational momentum gained through its pivots during the pandemic. At the highest level, leadership has established a clear vision that follows a core set of values and mission that resonates with the workers and consumers of the industry. On a more practical level, it has aligned its operations with key industry trends and emerging technologies. The organization is also creating a robust framework to support advocacy and improved industry standards. By doing this, the PHTA seeks to position itself as a thought leader and influencer in the pool and hot tub sector. To bolster these efforts, the organization prioritizes building strong partnerships and workforce development through an abundance of education and training. At the end of the day, success for this organization is marked by its thriving, engaged membership base, strong industry presence, and reputation for excellence and innovation. By empowering builders and educating consumers about the benefits pools offer to one’s lifestyle, as well as the associated safety standards, the narrative about pool ownership has begun to change entirely. THE BIRTH AND LIFE OF THE PHTA The Pool and Hot Tub Alliance is a relatively young organization. This year marks the 5th anniversary of its formation, the result of a fated partnership between two prominent organizations. In April 2019, a merger between the Association of Pool and Spa Professionals (APSP) and the National Swimming Pool Foundation (NSPF) triggered a significant transformation within the pool and spa industry. This unification birthed the Pool & Hot Tub Alliance, a move that consolidated resources and expertise, creating a powerhouse entity dedicated to the 45 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 06 POOL & HOT TUB ALL IANCE
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