Empowering employees in today’s business world requires a new dynamic in leadership. One way high-performing companies are accomplishing this is by adopting a business strategy that has been used for centuries in sports—coaching.

Demographics, or the study of human populations, are an important tool that helps businesses understand the impact different generations have on the economy—how sales and spending have been affected in the past and what is in store for the future of retail in this industry. Shifts in demographics and the characteristics of those populations have a profound effect on how a business should market itself to the consumer. That being said, there is a new group in town the pool and hot tub industry must now market its products to as a shift is taking place, moving from the focus on baby boomers to generation Xers and millennials.