Spa World is the largest spa pool specialist retail company in the world, part of a global network and owned by the US-headquartered Jacuzzi company. The company sells spas and saunas in Australia and New Zealand through its 24 brick & mortar stores, with a total of around 35 salespeople across the two countries.
According to Andrew Pullen, Managing Director of Spa World, spa sales in New Zealand and Australia are quite competitive and challenging. This is due to the fact that the population is relatively small, and, as he said, “often you’re selling someone a product that’s the second or third biggest purchase they’ve made in their lives.”
The average transaction size is A$18,000, but sales can also be A$40,000 or more, far more than the cost of a car, which means each potential customer needs to be handled carefully. That said, according to Andrew, a good salesperson can sell a spa within 40 minutes of someone walking into the store, and 80% of the time they close a sale on a customer’s first visit.
That requires Spa World’s salespeople to be on top of their game all the time, so the company invests heavily in ongoing training for the sales team. Andrew was looking for another layer to add to the company’s existing training processes. “We’re constantly looking for that edge, and Second Nature is our latest edge.”
He started using Second Nature for all their salespeople in May 2025, having breezed through implementation with responsive support from Second Nature’s expert customer success agents. Since the setup, the team has added to its weekly cadence of live remote training, followed by a Second Nature role play for reinforcement. This means he is creating and releasing a new role play on Second Nature every week.
Spa World sells spas and saunas in Australia and New Zealand through 24 stores, with a total of around 35 salespeople across the two countries.
Spa sales in New Zealand and Australia are extremely competitive. Average transaction size is high, Spa World needed to keep skills sharp and fresh.
“I find it really fun to build a new course” – Andrew shared, and said that although he sets aside two hours each Friday for this, he can typically build, test and publish a new role play on Second Nature in less than an hour.
Andrew attributes his success with Second Nature to the fact that they jumped in fully “boots and all.” To succeed, he advised, “Second Nature needs to be a core part of your training systems, and more than that, it needs to be part of the culture of the organization. You need to institutionalize it. It needs to become ‘second nature’ to do your training session every week.”
He emphasized the importance of subject matter expertise when creating Second Nature role plays. “The secret sauce is really knowing your processes and your products and then connecting Second Nature to that knowledge״
Andrew attributes his success with Second Nature to the fact that they jumped in fully “boots and all.” To succeed, he advised, “Second Nature needs to be a core part of your training systems, and more than that, it needs to be part of the culture of the organization. You need to institutionalize it. It needs to become ‘second nature’ to do your training session every week.” He emphasized the importance of subject matter expertise when creating Second Nature role plays. “The secret sauce is really knowing your processes and your products and then connecting Second Nature to that knowledge״