For over five decades, Orange County Pools & Spas has set the standard in the pool and spa industry, continuously evolving to meet customers’ needs. Established in 1969 in Middletown, N.Y., the company has since expanded to locations in New Windsor, Mohegan Lake, and Connecticut — where a rebrand from Wellis New England to Orange County Pools & Spas of Connecticut is currently underway.
“We’re excited about this transition because it strengthens our brand identity and streamlines everything from advertising to customer experience,” says Vincent Moscatello, owner and president of the company. We spoke with Moscatello about Orange County’s long-standing success.
Some core staff members.
ADAPTING TO INDUSTRY CHANGES
Orange County Pools & Spas has seen significant industry shifts throughout the years. “Retail was completely different back then,” Moscatello reflects. “We were a typical pool store — aboveground pools, chemicals, and a small selection of hot tubs.”
Having grown up in the business, Moscatello officially returned in 2004 with a vision to modernize the customer experience. “I remember thinking, ‘Wow, this industry is rough and gruff.’ You’d walk into warehouse-style stores that weren’t inviting, yet people were expected to spend thousands of dollars. I wanted to change that — to create a high-end retail experience that embodied luxury, fun, and relaxation.”
With this in mind, he revamped the store atmosphere with scent machines, contemporary showroom designs, and a boutique-like feel. “When people walk into our stores, I want them to immediately feel the essence of relaxation.”
The rise of e-commerce has also reshaped the way the company approaches sales. “We’re navigating between two worlds — traditional retail and online shopping,” Moscatello explains. “Customers aren’t buying pool floats and nets from us like they used to. In fact, I don’t plan to bring in toys at all this year. But for big-ticket items like hot tubs, saunas, and swim spas, people still want to see and touch the products before they buy.”
To stay competitive, the company prioritizes education and transparency, offering detailed product information online. Their website serves as a hub for expert advice, FAQs and in- depth product descriptions, ensuring customers feel confident in their purchases.
A drinking station — from coffee to juice, water and sodas — is a simple way to elevate the customer’s shopping experience.
EXPANDING INTO WELLNESS
Beyond pools and spas, Moscatello sees the company’s evolution as part of a broader wellness movement. “We’re not just in the pool and spa business anymore — we’re in the wellness business,” he says. “People are prioritizing their health in ways they never have before. That’s why we offer saunas, cold plunges, and high-end massage chairs — all designed to help people de-stress and improve their health.”
This shift led to the launch of the “Wellness at Your Home” podcast, where Moscatello explores alternative health therapies, from acupuncture to energy healing, as well as the benefits of pools, spas, and saunas. The podcast has become a cornerstone of the company’s marketing strategy, fostering deeper engagement with customers and positioning the brand as a thought leader in the wellness space.
The company has also invested in content creation, adding a podcast studio inside its Mohegan Lake store and hiring a full-time social media coordinator. “If we introduce a new spa line — like we just did by bringing in Strong Spas, which we’re very excited about — we now have the ability to film, package, and distribute content across email, Facebook, and YouTube,” Moscatello explains. “Video content is crucial.”
Looking ahead, he sees a shift toward more educational videos. “This past year, we experimented with TikTok-style skits, but moving forward, we’re focusing on ‘meat and potatoes’ content — helping people figure out how to maximize small backyard spaces or use a swim spa year-round in the Northeast, for example.”
The key is also to keep videos short, informative, and engaging. “People’s attention spans are short. We’re aiming for three-minute clips that provide real value,” he says.
Orange County Pools & Spas offers a boutique-like atmosphere that gives customers a sense of relaxation.
A FAMILY-DRIVEN CULTURE
Beyond innovation and marketing, what truly sets Orange County Pools & Spas apart is its strong family-oriented culture.
“We have 13 family members working here, and many of our employees have been with us for 10 to 20 years,” Moscatello shares. “Ashley, my Mohegan Lake manager, has been with me since she was 18. Her sister Carrie? 17 years. Shane, my New Windsor manager, started at 16 — he’s been here 15 years. We invest in our people, and that’s why they stay.”
Competitive salaries, bonuses, and continuous training ensure employees remain engaged. “When employees feel like they’re part of something bigger, they’re more invested in the success of the business,” Moscatello adds. “That’s why we emphasize ongoing education, sales training, and product knowledge workshops.”
Customer loyalty is also a priority. “We have a rewards program where customers earn 10% back on nearly everything they buy,” he says.
An in-house podcast studio hosts the “Wellness at Your Home” podcast and helps the company to elevate its digital content creation and marketing.
THE ROAD AHEAD: 2025 AND BEYOND
Looking toward the 2025 season, Moscatello’s goals remain clear:
- Sell more product. “That’s the backbone of our business.”
- Expand brand recognition. “We want to be the first name people think of for wellness products.”
- Maintain trust as a local business. “Reputation matters. We strive to provide the best prices, service, and experience.”
To achieve this, the company plans to enhance its digital marketing efforts through Google Ads, SEO, and influencer partnerships. Additionally, it aims to expand its autoship program from 3,000 to 5,000 yearly customers, ensuring a steady revenue stream. “If people aren’t walking into our store for chemicals, we need to make sure they still rely on us for spa maintenance,” says Moscatello.
As they head into the busy season, Orange County Pools & Spas’s commitment to innovation, customer service, and wellness remains unwavering. “We’re constantly evolving,” says Moscatello. “I don’t claim to know everything, but I aim to make more right decisions than wrong ones. And that’s how we’ll keep growing.”
This article first appeared in the March 2025 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
