If you haven’t updated your showroom in a while, if your POP feels dated, your layout lacks purpose, or you’re concerned that your retail space may be falling short of today’s customer expectations, it may be time for a showroom refresh. A showroom should be more than a warehouse with spas inside; it’s a reflection of your brand and one of your most powerful sales tools. According to Bullfrog Spas’ Power Per Square Foot (PPSF) Guide, a resource developed exclusively for dealers and filled with proven best practices, “The atmosphere of your buying environment can play a big role in customers’ decision to make a purchase in your store. Comfort is key to establishing trust, so it’s essential to maintain an open and inviting space.” Basically, when your showroom is thoughtfully designed, it creates confidence, builds credibility, and supports higher close rates and better overall customer experiences.

Bullfrog Spas has spent years researching the most effective ways to create showroom environments that reinforce the value of our premium product. From branded POP materials to paint colors and recommended layouts, our team continually evolves these assets to meet changing trends and shopper expectations. While it’s essential to represent the Bullfrog Spas brand consistently and professionally, your own brand and local identity still matter—especially if you’re an established name in your community.

So how do you strike the right balance between the trust-building power of a national premium brand and the familiarity of your local reputation? Ashton Pools, a Bullfrog Spas dealer located in Delaware, recently successfully integrated both their coastal, beach-inspired identity and Bullfrog Spas’ clean, modern showroom aesthetic into one unified space. Their example provides a compelling model for how any dealer can create a showroom that drives sales, builds trust, and still feels distinctly your own.

About Ashton Pools

Founded over 22 years ago by Joe Ashton, Ashton Pools began as a custom pool and landscaping company built on the belief that outdoor spaces should reflect each customer’s personal vision. With a strong emphasis on collaboration, the Ashton team prides itself on designing spaces that bring their clients’ dreams to life.

A few years ago, after attending a pool and spa show, Joe discovered Bullfrog Spas and made a clear decision: if they were going to enter the retail spa space, it would be through Bullfrog Spas. That commitment came full circle when Ashton Pools moved to a new location and transformed part of their warehouse into a dedicated retail showroom—one that seamlessly integrates the Bullfrog Spas brand with their own established brand identity and design philosophy.

Strategizing the Feel of the Showroom

When Ashton Pools began designing their new retail showroom, the goal was clear: create a space that reflected their established brand identity while embracing the power and professionalism of the Bullfrog Spas brand. Having already built a strong reputation in their Delaware community through custom pool and landscape work, the Ashton Pool’s team understood the importance of preserving their recognizable look and feel. At the same time, they recognized the value of aligning with a nationally respected spa brand with more than three decades of market presence and an innovative, trustworthy reputation.

Their design process started not just with aesthetics, but with emotion and flow. They asked themselves: How do we want customers to feel when they first walk through the doors? How should the journey unfold as they explore the space?

Every layout decision was intentional—spas and displays were positioned to naturally draw the eye and guide movement through the showroom in a way that felt effortless and inviting. Their layout supports the sales experience by subtly directing attention to key features while building a sense of momentum that encourages exploration.

One of the most challenging elements of the process was reconciling Ashton Pools’ bold, beach-inspired branding with Bullfrog Spas’ more neutral aesthetic. “We have very bold colors for our brand,” explained Ann, who manages marketing for the dealership. Located near the Delaware coast, the Ashton brand embraces vibrant tones that reflect their surroundings. To avoid a visual clash, the team decided not to force a strict blend, but instead to embrace both identities through clearly defined displays. “We have just about every color combination in our showroom, we wanted a full variety,” added Danette, the store manager. A dedicated JetPak wall highlights Bullfrog Spas’ engineering and innovation, while additional signage and displays showcase Ashton Pools’ own story and services.

“It was hard work,”  reflected Ann, “but after watching them put it all together it was like an HGTV moment watching it all take shape.”

Using Key POP Items

In addition to the overall layout and feel, the Ashton Pools team paid close attention to how point-of-purchase (POP) displays would support both the flow of the showroom and the customer experience. Early in the planning process, they outlined a detailed list of key POP elements they wanted to feature, with a focus on presenting the most visually compelling spas and displays up front to capture immediate attention, such as our M and STIL Series. Spas with simpler designs and less features were placed further toward the back, creating a gradual visual journey and helping customers feel like they were moving deeper into the showroom story. They took to heart the advice noted in our  Power Per Square Foot guide, which states “Each POP display should be strategically set with the intention of grabbing consumers’ attention and increasing their overall purchase total, while hopefully also improving their shopping experience.”

With this in mind, the team identified and prioritized Bullfrog Spas’ most defining showroom elements—those that clearly communicate the brand’s premium difference. The JetPak® Therapy System wall, the Design Studio, interactive kiosks, and key benefits banners were all placed strategically to support sales conversations. These touchpoints not only help customers understand what makes Bullfrog Spas unique, but also serve as valuable tools for the sales team to guide customers naturally through the space and toward a purchase decision.

Equally important was the inclusion of spa accessories and add-on products throughout the showroom. From premium steps and cover lifters to handrails and convenience accessories, every item is represented at least once in a way that feels integrated into the overall experience.

“We have it organized so that the accessories we have with the spa is all showcased really nicely, from steps to handles to help older people get into the spa,” said Danette.

Items like steps are placed next to corresponding spas throughout the showroom rather than clustered together, and the Design Studio is positioned near the closing area to facilitate customization conversations. This intentional placement allows their customers to absorb information in manageable, meaningful segments without feeling overwhelmed.

Other Simple Touches

Beyond layout and branding, Ashton Pools also focused on the finer details that elevate the customer experience and make the showroom feel genuinely welcoming. Thoughtful hospitality elements—like offering bottled water, tea, and coffee—create a warm, inviting environment where customers feel comfortable spending time. These small touches help reinforce the sense of trust and ease that is essential when considering a premium purchase like a Bullfrog Spa.

In addition, Ashton Pools offers scheduled consultations that customers can easily book online, allowing for a more personalized and intentional sales experience. This not only streamlines the process for staff but also ensures that each visitor receives dedicated time and attention. The team also created a separate closing and consultation area within the showroom—an intentional, quieter space that feels distinct from the main display floor. This space is designed to help customers feel relaxed, focused, and confident as they make their final decisions, reinforcing the showroom’s role as a place of comfort and trust from beginning to end.

Advice from the Ashton Pools Team

For dealers considering a showroom update, the team at Ashton Pools offers a few key pieces of advice drawn from their own experience. First and foremost, stay organized and maintain a realistic, flexible timeline. “Things change and delays happen,” Danette and Ann explained, “but when one element shifts, like signage or spa deliveries, you need to communicate that across department so everything can adjust in sync.”

They also emphasize the importance of staying open to where your business naturally leads. When Ashton Pools first opened their retail space, the team assumed water testing would be a major service component. However, they quickly discovered that customer demand leaned more heavily toward installations and spa sales. “By recognizing this shift and leaning into it,” Danette says, “we’ve seen better results than if we had tried to stick to a plan that no longer made sense.”

Finally, even with a beautiful showroom, preparation and team knowledge are essential for success. Danette developed a comprehensive reference binder that includes Bullfrog Spas’ trim levels, JetPak options, series breakdowns, spec sheets, and more. This resource helps team members confidently assist all types of shoppers. “We always get someone who’s very technical,” Danette explains. “They want to know how the pumps work, where the wiring is, and this binder makes it easy for us to quickly provide those details.” By aligning the team with consistent training materials, Ashton Pools ensures a seamless, informed experience for every customer who walks through their doors.

Next Steps

If your showroom hasn’t been refreshed in a while and you suspect it might be affecting your ability to close premium sales, now is an ideal time to take action. Even small updates—like rearranging spas for better flow, freshening up paint, or introducing new POP  materials—can make a big difference. The Power Per Square Foot (PPSF) Guide, available in the Bullfrog Spas Dealer Media Library, offers expert recommendations to help you maximize every square foot of your retail space. With thoughtful planning and access to proven resources, you can create an environment that invites exploration, builds trust, and ultimately drives higher conversions.

One of the easiest, most cost-effective ways to improve your showroom is by updating your POP. Bullfrog Spas offers a wide range of professionally designed POP assets that support your sales process and visually reinforce the brand’s premium value. These resources not only educate customers but also elevate your showroom presentation. Here are just a few suggestions:

  • Features & Benefits Banner
  • JetPak® Wall Display
  • Design Studio Wall Display
  • Peaceful Poster Set
  • Spa Accessory Displays (Steps, Covers, Cover Lifters, etc.)

If you’re feeling overwhelmed by the idea of a full redesign, remember that updates can happen gradually. Define your long-term vision, then break it into manageable steps that fit your timeline and budget. Here is an example timeline:

  • Phase 1: Repaint and refresh signage.
  • Phase 2: Reorganize spa layout to encourage natural customer flow and create a designated closing area.
  • Phase 3: Add or update POP elements, including the interactive kiosk.
  • Phase 4: Finalize small hospitality touches like beverage stations or seating areas

By combining your unique local identity with the strength and recognition of the Bullfrog Spas brand, you can transform your retail space into a high-performing showroom. When done thoughtfully, this blend not only improves customer experience and boosts sales—it also reinforces your presence as a trusted, premium spa destination within your community.