PHTA Unveils Updated Strategic Plan

The Pool & Hot Tub Alliance released its updated strategic plan. The plan will guide the association for the next several years and is designed to provide clear direction and focus, enabling PHTA to prioritize resources and increase member satisfaction and engagement.

The updated plan prioritizes education, aiming to equip pool and hot tub professionals with the knowledge and skills necessary to excel. Key initiatives include:

• Expanded educational platform: development of a user-friendly online platform offering affordable, accessible and industry-specific training resources.
• Enhanced training programs: increasing the number of skilled professionals by 30% through expanded apprenticeship programs and certified training tracks.
• Knowledge sharing for success: introducing members to innovative tools, techniques and research insights that go beyond the job site to optimize business operations, maximize efficiencies and stay ahead of the curve.

The plan also emphasizes advocacy, focusing on initiatives that enhance or affect regulatory environments, promote industry best practices and contribute to overall industry growth:

• Strengthening advocacy efforts: raising awareness of critical industry issues and mobilizing members to advocate for solutions at local, state and federal levels.
• Standardization for safety: supporting uniform code adoption and licensure requirements across states to protect consumers and ensure qualified professionals.
• Expanding Step Into Swim: Increasing access to swimming lessons for children through PHTA’s Step Into Swim initiative, reducing drowning rates.
• Building strategic partnerships: collaborating with industry coalitions, allied associations and philanthropic organizations to amplify the voice of the industry and support community initiatives.

The updated plan is dedicated to fostering excellence and promoting industry leadership:

• Highlighting the rewarding and positive career paths available in the pool and hot tub industry while attracting talented, career-minded individuals to strengthen the workforce.
• Establishing professional standards for the industry that conform to best practices, ensuring safety, quality and integrity in every project.
• Increasing consumer awareness of the positive impacts that come from the use of pools and spas and the important benefits of hiring certified professionals and accredited member companies to build and service those water features.
• Expanding the number of PHTA chapters to provide members with networking and regionally focused educational opportunities to strengthen local businesses.

For more information, contact Amy Willer, PHTA’s associate director of marketing and communications, at awiller@phta.org or 703-838-0083, ext. 121.