From transport to tranquility: The CK Spas story

by arslan_ahmed | November 30, 2023 5:54 pm

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By Jason Cramp

CK Spas’ journey started with an unexpected twist—a shift from the world of residential moving to the realm of hot tubs. The company’s co-owner, Charles Koncewicz, was inspired to make this transition after witnessing how swiftly spa movers completed their tasks while he laboured away moving household items for hours. This revelation prompted a shift in business focus. CK Spas initially started in the transport industry but soon redirected its efforts toward the hot tub moving business.

As they delivered new and refurbished spas for stores, clients frequently offered their old spas for disposal. Instead of discarding these units, Koncewicz began refurbishing and reselling them. His enthusiasm for this endeavour soon filled his garage and driveway with a collection of spas. To accommodate this burgeoning business, CK Spas made several strategic moves—first to a small warehouse, then to a larger one, and eventually, they took the leap to open a dedicated store. This transition marked a significant milestone as CK Spas, the boutique, officially opened its doors in May 2017 when Dana Hyde, CK Spas’ co-owner, was set to return to work after being a stay-at-home mom.

Pool & Spa Marketing (PSM): What distinguishes your company and sets it apart from its counterparts in the industry?

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Dana Hyde (DH): I believe what sets us apart is how we grew. We started in transport, grew to selling refurbished spas, and then to selling new spas, swim spas, and automated hot tub covers. Another thing that sets us apart is our devotion to helping our clients the best we can. This involves writing articles, publishing informative videos, and offering free training sessions in-store. We aim to be by our clients’ side every step of the way and provide them with any help they may need.

PSM: Could you share some details about the shop’s size, such as its total square footage, retail space, number of employees, and related details?

DH: We occupy an industrial condo unit that is roughly 214 m² (2,300 sf) situated in Saint-Eustache, Que. We’ve been at this location since 2017, which we purchased this year. Additionally, we have two more condos within our building—one for storing our used spas and the other as a workshop and parts storage area, each spanning 186 m² (2,000 sf).

We are a small family business with a total of four full-time employees along with two part-time staff for deliveries and transportation when needed. Our son, Matty, also helps in the store by stocking shelves and charming clients.

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PSM: Could you describe the range of services your business provides, including but not limited to spa installation, maintenance, repair, and other related services?

DH: We sell and install spas, swim spas, and automatic hot tub covers. We provide specialized concrete base construction for swim spas for specific clients and projects. Within our store, we offer water care products and testing services. Further, our offerings encompass repair services for both spas and swim spas, in addition to spa closing and opening services. We also extend our services to include local spa transport. For most of our spa sales, we deliver the spa, place it on its base, and install the cover and cover lifter.

PSM: What is one of the most memorable or challenging projects your business has undertaken?

DH: The most memorable and challenging project has been developing our store. This encompassed tasks such as pouring concrete bases for swim spas, constructing counters, covering floors with artificial grass, and incorporating shelving for our product range. Year after year, we have improved the store’s ambiance to create a more inviting atmosphere. This commitment to gradual investment has been our strategy.

PSM: What equipment is currently used by your company to complete its projects?

DH: Our sales and service process relies on a variety of tools. To streamline client interactions, we offer several web-based forms for potential customers, directing them to the appropriate CK representative. Once initial contact is established and clients have visited, tested, and made their spa selections, we use our service program to generate estimates and secure deposits. Upon successful spa delivery and receipt of final payments, we conclude estimates and convert them into invoices within our accounting software.

When it comes to spa deliveries, we use a custom-designed spa buggy crafted by Charles, in conjunction with a truck and trailer. When necessary, we also use rollers, our specially designed spa “crazy carpet,” and airbags to facilitate the process.

PSM: Can you describe the planning and design process that your shop follows?

DH: Since we don’t directly manage projects but rather provide consultancy to contractors and design firms, our initial focus is assisting clients in selecting the appropriate spa for their requirements and specific project. We also offer guidance on the optimal spa placement, the materials for constructing the base, and ensuring accessibility for maintenance, potential repairs, and snow removal. Throughout the project, we remain accessible by email, phone, and in-person meetings, ready to assist clients and their contractors at every stage as needed.

PSM: How has your business evolved and adapted since its inception, and how has technology influenced your operations, encompassing aspects from design and planning to maintenance and customer communication?

DH: Our journey has seen us evolve from a transport business to selling refurbished products, expanding into water care product offerings, water testing, and the sale of new spas and swim spas. Most recently, we’ve ventured into providing concrete bases for swim spas.

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In terms of technology, we’ve integrated a service program into our operations. While its interface may resemble a vintage Windows 95 esthetic, this software proves invaluable. It facilitates the creation of estimates for spa sales, manages service calls, and handles orders for parts and products. Since our adoption of this tool in 2020, it has significantly streamlined the process of purchasing spas.

PSM: What pivotal factor ensures sustained success in the industry, and how do your future goals and aspirations align with the development of your business?

DH: Remaining open to learning, adaptability, and the willingness to embrace change are fundamental to long-term success. In line with our aspirations, we plan to relocate to a larger facility, enabling us to display a wider range of spas and swim spas on our showroom floor while co-locating our workshop within the same space. This strategic move aligns with our commitment to growth and evolution.

PSM: Apart from the hurdles the pandemic presented, could you describe one of the notable challenges your company has encountered and the strategies you implemented to surmount it?

DH: In our local area, we face intense competition from numerous spa stores and large retail chains that operate as “big-box stores” for spas, emphasizing high volume and low profit margins. Our biggest challenge is marketing higher-end spas at premium prices while differentiating ourselves from the rest. We overcome this by placing a strong emphasis on in-depth product knowledge, exceptional service, and top-tier customer support. Our profound understanding of our products and our ability to provide comprehensive answers to client inquiries have been pivotal in establishing our presence and competing with these large retail chains. Customers prefer to have answers to their questions, which they can get from a speciality retailer like us. When they encounter uncertainty or multiple inquiries without responses, it can erode their confidence.

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Additionally, we encounter the unique challenge of being Anglophones in a predominantly French-speaking province. To comply with provincial language regulations, we’ve dedicated ourselves to ensuring all products are labelled in French, our website is fully French, and our brochures, user manuals, and installation guides are available in French. One of the biggest challenges is having to translate documents, as many suppliers are from out of province and do not offer French documentation.

PSM: Is there anything else you would like readers to know about your business or your personal journey as a business owner in this industry?

DH: Charles and I have been together now for just more than 16 years. We have been business partners for six years now. What makes us successful is our combined passion for what we do and our differences. We both excel at different things and compliment each other this way. I take care of the marketing, social media, and website management, and I’m the water care expert here at CK Spas. Charles is the swim spa expert, the head technician, and our primary delivery personnel. We often engage in collaborative idea-sharing, whether it pertains to coming up with marketing strategies or determining the store’s design. Our synergy, characterized by shared viewpoints at times and divergent perspectives at others, has played a significant role in our growth.

From garage to showroom: CK Spas’ remarkable journey in pictures

Source URL: https://www.poolspamarketing.com/trade/features/from-transport-to-tranquility-the-ck-spas-story/

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