We have a philosophy which we try to instil in our customers – buy a hot tub from the inside, out. Almost every hot tub on the market looks great, from its shiny shell to gleaming jets – but when you're looking at value for money, it truly is what's inside that counts. Were trying to encourage customers to think “inside the box”, so to speak; to ask about what's under the hood – how reliable are the components,? Is it well insulated? We want people to think about the total cost of ownership (TCO) and, by leading by example, we want the rest of the industry to think about that too – not just as a secondary consideration, but as a driving factor in their manufacturing decisions.