Every year, the scenario repeats itself. Spring and summer concentrate most of the activity, then autumn slows the building sites and winter leaves the showrooms quieter. Pool professionals know it well, a business that lives off a single season is vulnerable to the vagaries of the weather, of household confidence or of water restrictions. That is why more and more of them are looking towards wellness, a neighbouring world that shares the same customers and a good part of the same know-how.
The recovery seen in 2026 does not change this reality. Even if order books are filling up, activity remains subject to marked cycles. Summer 2026 provided a striking illustration, with record heat that boosted the appetite for pools, but also a historic drought that put the question of water back at the heart of discussions. A professional with a second product family, less dependent on these cycles, gives themselves room to breathe.
Wellness, a complementary market
Sauna, hammam, cold plunge, hot tub, these products naturally extend the benefits of the pool. The trade press describes an alternative and complementary market that is developing as space shrinks, with the garden gradually becoming a living area devoted entirely to relaxation. The surroundings of the pool are changing, and the customer who comes looking for a pool increasingly leaves with a question about a spa or a sauna.
The spa has one particular advantage, since it can be used all year round. It therefore helps fill quiet periods, when demand for pools goes into hibernation.
The Nordic bath, a new way in
Among the products on the rise, the Nordic bath holds a place of its own. Inspired by Scandinavian tradition, it combines hot water, wood and the outdoors, sometimes with the hot and cold alternation that has made Nordic spas so successful in hospitality. Manufacturers are getting organised to meet this demand. The Poolstar Group, for instance, launched a collection of four Nordic baths in August 2026 under its Holl’s brand, available to professionals through the Poolstar pro space. According to the group, these models combine a fibreglass tub with a heat-treated pine cladding, and offer, depending on the model, a heat pump, a wood stove or a combination of both. The group now offers saunas, spas, ice baths and Nordic baths, which allows a reseller to build a coherent range with a single partner.
Getting started without spreading too thin
Wellness is an opportunity, but it cannot be improvised. Industry observers insist on one starting point, training and information. Before filling a showroom, you need to understand the products, their installation constraints, their maintenance and the questions customers ask.
It is often wiser to begin with a single family of equipment rather than offering everything from day one. A pool professional used to heat pumps will find familiar ground in the Nordic bath, for example, while another will prefer to start with the spa. The choice of supplier matters just as much, because a partner able to train teams, provide documentation and ensure after-sales service spares a lot of disappointment.
Points of caution
Diversifying does not mean neglecting the core business. The organisation has to stay clear, with identified contacts, clear tracking of interventions and a polished presentation in the showroom and online. It is also essential to find out precisely about the installation rules, particularly electrical and safety ones, that apply to each product, and to leave nothing to chance in that area.
Finally, the water volume of a spa or Nordic bath remains nowhere near that of a pool, which can reassure customers who are sensitive to sobriety issues. It is a sales argument to be handled with care, without promising more than the product delivers.
A bet worth measuring
Wellness will not replace the pool, and that is not its role. It can, however, give a business a second wind, customers retained over a longer period and a more complete image with private buyers. Piscine Global, from 17 to 20 November in Lyon, will be the occasion to compare offers, meet manufacturers and gauge first-hand what diversification can really bring to each business.
