As we dive into the 2026 Pool & Spa Season with National Pool Opening Day this Saturday, the North American brand marketing team would like to share some highlights of the consumer and customer tools and touchpoints that we have developed by channel to help drive sales.
For ease of navigation, you can either scroll to see the updates or utilize the tabs at the top to jump down to see support by channel.
This pool season marks the 25th anniversary of Poolife! It also will see numerous marketing priorities and activities taking place. Significant updates to the Poolife and Sirona website have gone live, thousands of eComm assets for many Pro Dealer brands have been created and much more. Let’s take a quick look!
The Pro Dealer Family Of Brands
Key initiatives, programs and marketing activities:
As we celebrate 25 years of living your best pool life with our dealers and consumers, we will roll out commemorative pins for dealer staff, store window clings, and opportunities to win Poolife 25th merchandise starting in May. The Poolife website will also feature visuals and mentions as will our Social Media and more.
Nexus by Poolife (and GLB PoolSense) represent our most important and largest new product launch in years. This revolutionary Smart Pool Technology system for residential pool care is the first of its kind – it auto-senses, auto-doses and monitors chlorine and pH 24/7 through an advanced Mobile App.
A cross-departmental team is working every week preparing for Nexus and PoolSense to launch during Early Buy. You can stay up-to-date with preparations and to discover how revolutionary Nexus and PoolSense are, click here and sign up for our exclusive Nexus Insider e-newsletter.
As we start the new pool season, Poolife and Sirona websites are launching with updated branding, enhanced messaging and more. Updates and improvements to other websites have been made or are being made to improve experience, engagement and visits to dealer sites through new and improved dealer locators.
April: Poolife, Sirona, Pool Breeze & Baquacil websites enhanced or updated.
May: Poolife 25th Anniversary updates to Poolife.com.
Watch for a renewed focus on engaging and increasing our brands’ consumer bases with a refreshed look, evolving voice, and timely posts that include monthly dealer Social Media toolkits.
The 2026 pool season signals the development of a full slate of eComm assets for every SKU for the following brands:
For each SKU production of standard and enhanced assets include13-14 product informational tiles (as pictured) and 3 videos (one product video per SKU as well as a usage video per SKU and a category video).
In addition to ramping up a full production schedule that covered nearly 500 SKUs between October and April, the entire Baquacil and Poolife product lineup’s eComm assets were created using AI for the first time. Take a good look, we hope you’ll be impressed!
*GLB eComm assets currently in development
Promoting fully integrated, data-driven activation designed to build consumer awareness, deepen engagement, and strengthen brand loyalty while delivering profitable growth.
With intentional focus on the right products, margins, and consumer demand drivers, our promotions are built to create value for both dealers and consumers-ensuring every promotional dollar generates incremental sales with measurable ROI and supports margin expansion across the channel.
This campaign extends the new DIVE lifestyle approach across a variety of assets including double-sided headers, shelf talkers and a counter mat. Two new posters were also created to spotlight the NST Prime and MPT Extra Systems.
This season sees new brand imagery and design changes that better position the brand towards our core demographic of women and men. These brand enhancements will populate the website, sales and promotional collateral, eComm assets and more. Here are just a few examples:
Beatbot and Solenis bring high-quality robotic cleaners to our expanding product lineup for dealers and their customers. These dramatic displays attract attention and bring this exciting Smart Pool Tech lineup to life.
We are delivering our value proposition “Shock Weekly to Solve 90% of Pool Problems” to drive consumption increase from current 23% of pool owners
Priorities include:
Drive sell‑through of in‑store activations by building targeted education that strengthens product understanding, elevates selling confidence, and increases consumption across priority segments.
A scalable, AI‑accelerated training engine that boosts sales readiness, increases dealer education engagement, and drives measurable consumption lift.
Through our partnership with Leslie’s, Shock Weekly delivers our strongest activation yet—adding training and digital execution while increasing our claim from 88% to 90%.
HTH Pool Care and HTH Spa are the two primary brands driving presence in the mass channel across North America.
They are sold through key retailers including Walmart, Amazon, Ace, Costco, Meijer, BJ’s, HomeDepot.com, Lowe’s, and others – many of which carry a limited assortment of SKUs.
Key initiatives, programs and marketing activities:
HTH is here to help by sharing useful content across social media, email newsletters, blogs, digital media, and more!
This year, we’re investing in new influencer content centered on our key weekly Cal Hypo shock messaging, along with paid search and paid social, to drive consumption. You just might be one of the next shoppers to see our ads!
We’ve continued to spotlight our core messaging claim – “Shock weekly with Cal Hypo to solve 90% of pool water problems” – as part of a long-term initiative to reinforce consistent, solution-focused messaging.
This initiative not only educates pool owners but drives trade-up to Cal Hypo, our differentiated, premium chlorine alternative that stands apart in the category.
We continue to invest in our owned content channels – including the HTH brand website, email newsletters, social media platforms, the HTH Test to Swim mobile app, and blog content.
We are currently updating our brand website to make it easier to navigate, more helpful for finding product information, and a go-to resource for DIY pool and spa owners.
This year, we’re also testing the waters with AI-generated content. Most notably, we refreshed our eCommerce content and rolled out 1-3 videos along with 14 above-the-fold tiles per SKU across 180+ SKUs.
We continue to drive key digital marketing initiatives that increase brand visibility, improve customer experience, and drive sales. This year, we are expanding our Where to Buy functionality through Wayvia, a powerful tool that helps shoppers find HTH products online by linking directly to retail partners for a seamless path to purchase.
For the 2026 pool season, we are making significant enhancements to the HTH website, including updates to the homepage, category pages, blog section, and overall site experience. These improvements are designed to ensure our retailers’ shopping capabilities are easily accessible from the majority of pages across the site.
We continue to position the HTH Test to Swim™ mobile app as one of the most comprehensive apps in the industry. It offers consumers a wide range of features to support pool and spa owners.
To support the expansion of our Spa Products portfolio, we now offer full Pool & Spa functionality across both our mobile app and text messaging platform.
Mass shopper marketing includes in-store signage, off-shelf displays, and rebate offers. With newly developed HTH-owned creative assets, we’ve refreshed our in-store signage and off-shelf displays to deliver a more premium and distinctive look and feel.
The updated visuals feature exclusive photography unique to HTH, helping to create stronger, more compelling branding that drives conversion and purchase at shelf!
National Promotional Activation drives mass-scale consumer awareness and engagement through fully integrated, data-driven promotions designed to win at retail. These activations aim to capture shopper attention, accelerate conversion, and strengthen brand loyalty across our largest national customers.
Our brand support for mass retailers goes way beyond the shelf. We keep the momentum going year-round with initiatives that power up every touchpoint – from in-store messaging to promotions, associate training, tradeshow prep, customer events, and line review meetings. Because at the end of the day, HTH is here to help, and we want to amplify our brand awareness wherever we can!
The Commercial channel has become an increased area of focus and opportunity entering FY26. Pulsar and our certified Pulsar Partner Dealers continue to seek growth in large commercial water verticals while efforts with CCH focus on growth through distribution partners and expanding as the brand for the Enterprise Sales team’s collaboration with the Diversey and NCH sales teams.
Key initiatives, programs and marketing activities:
Ongoing marketing focus online is centered on optimized websites that drive organic leads, provide the most current product and solutions information and feature comprehensive engineering portals that directly support engineers, designers, general contractors and our dealers.
The commercial channel’s two brands serve distinct target markets and customer types. Pulsar LeadGen focuses on reaching large commercial water end‑user sites, primarily through ConstructConnect, paid search testing, and select Meta paid media campaigns.
CCH, by contrast, targets smaller regional and local service providers and operators who primarily purchase through distribution.
New Annual Product Resource Kits to better support our Commercial Dealers/Partners are being developed:
Differentiating our chemistries, hardware, technology and all-in-one solutions model is critical. Marketing works with Sales in building comprehensive sales literature that includes information sheets, sell sheets, case studies and more.
Enterprise selling opportunities have expanded greatly in FY26, and marketing support continues to grow alongside the team’s growth. Sales support activities continue ramping up as the NCH team has begun pursing enterprise selling opportunities as well. Some key marketing efforts include:
Brands within this channel include:
Highlights of initial marketing support activity:
New microsite developed for enterprise sales proposal development:
As enterprise sales pursuits scale up quickly, existing marketing materials are evolving to meet needs. From building microsites to directly supporting new business opportunities and bids more quickly to selling materials that tell the compelling story of Solenis as a global leader in total facility systems, solutions and support.
