The Pool and Hot Tub Alliance (PHTA) and POOLCORP are launching Women of Water (WOW), a new initiative created to connect, empower and advocate for women in the pool, spa and hot tub industry through community, education and leadership development.
The initiative’s purpose is to further nurture an industry where women lead confidently and thrive professionally and personally. WOW plans to create a strong network of support and mentorship, recruit and retain women in the industry, share strategies for success and raise the voices of women leaders at every level.
WOW welcomes everyone, from builders and service technicians to marketers and sales professionals.
“As a Strategic Partner of PHTA, POOLCORP is excited to support the launch of Women of Water as part of our shared commitment to investing in the future of this industry,” says Kendall Large, vice president of marketing at POOLCORP. “This movement reflects our belief that empowering women is key to elevating the entire pool and spa industry — and we’re proud to help create new pathways for connection, leadership and growth.”
WOW will officially launch at the International Pool Spa Patio Expo Oct. 21-24 in Las Vegas, Nev., with a keynote address and an educational session. Heather Whelpley, a nationally recognized speaker and award-winning author, will lead both events. The keynote, “The Power of Grounded Confidence: How to Unleash Your Authenticity and Become Unshakeable,” will be Friday, Oct. 24, at 8 a.m. The educational session, “Mastering Tough Talks: How to Communicate with Confidence, Clarity and Calm in Conflict and Beyond” will be Thursday, Oct. 23, at 4 p.m. in the GENESIS Solution Center on the show floor. Registration for the International Pool Spa Patio Expo is now open here.
“Women of Water sends a powerful message of support to the incredible women working in the pool, spa and hot tub industry,” says Sabeena Hickman, CAE, president and CEO of PHTA. “This is an exciting expansion of PHTA’s existing strategic partnership with POOLCORP, and we are so thankful for POOLCORP’s commitment to launching this initiative.”
WOW events will continue in the winter, with Whelpley leading a virtual session in December 2025 titled “From Surviving to Thriving: Tools to Heal Burnout and Reclaim Calm.” More virtual and in-person sessions will be held in January 2026. Those interested in learning more can sign up for the WOW mailing list.
