Hawke Media wins AOR role for Jacuzzi Group

Hawke Media has been named agency of record for Jacuzzi Group’s wellness brands, expanding a decade-long relationship into a broader marketing partnership. The deal is designed to strengthen dealer support, customer acquisition and brand growth across Jacuzzi, Sundance Spas, Dream Maker Spas and Hydropool.

Why it matters: - The appointment gives Jacuzzi Group a single agency partner focused on its hot tub and wellness category, which can sharpen brand strategy and reduce conflicts in dealer marketing. - Hawke Media gains a high-profile client in a category where dealer relationships, retail experience and performance marketing all matter. - The deal builds on more than a decade of collaboration, which should shorten the learning curve and speed execution.

What happened: - Hawke Media announced it has been named agency of record for Jacuzzi Group’s portfolio of brands: Jacuzzi Hot Tubs, Sundance Spas, Dream Maker Spas and Hydropool Hot Tubs and Swim Spas. - The appointment was made in May 2026, following Hawke Media’s acquisition of Normal Bear Media in June 2024. - The relationship traces back more than 10 years, when Scott Johnson, now senior managing director at Hawke Media, worked with Jacuzzi Group at both the corporate level and across its dealer network. - Johnson previously led Normal Bear Media, which supported North American dealers with digital marketing, website design and development, retail visual displays, traditional advertising, showroom design, event execution and customer acquisition.

The details: - Hawke Media says the partnership will support brand strategy, performance marketing, creative development, dealer support programs, customer acquisition, retail experiences and emerging technologies. - Hawke Media will stay exclusive within the hot tub category and will work only with Jacuzzi Group brands and their authorized dealers. - That exclusivity is intended to protect dealer interests and avoid conflicts tied to representing competing manufacturers or retailers. - Jacuzzi Group describes the expanded relationship as a way to connect corporate marketing with dealer support more tightly. - Jacuzzi Group brands include well-known names in hydrotherapy and outdoor living, with Jacuzzi positioning itself as the original innovator in hydrotherapy. - The Jacuzzi brand’s current products and technologies include SmartTub, which allows remote spa monitoring and control through a mobile app, True Water technology for water care and maintenance, and integrated infrared therapy systems. - Hawke Media was founded in 2012 by Erik Huberman and says it has helped more than 6,000 brands grow. - The agency’s client list includes Red Bull, Funko, Barstool Sports, K-Swiss and Crocs. - Jacuzzi Group is a global wellness products company with an extensive network of authorized dealers worldwide.

Between the lines: - The arrangement reflects Hawke Media’s acquisition strategy, where founder-led agencies keep niche expertise while tapping into a larger operating platform. - For Jacuzzi Group, the value is likely less about a new agency and more about consolidating specialized knowledge around a category where dealer execution can make or break growth. - For Hawke Media, exclusivity in a defined category can be a strategic advantage if the agency wants to deepen expertise instead of competing for adjacent accounts.

What’s next: - Hawke Media will begin supporting ongoing Jacuzzi Group initiatives across marketing, dealer programs and retail experiences. - The partnership is expected to continue evolving around customer acquisition and new technology efforts aimed at boosting consumer engagement. - More integration between corporate marketing and the dealer network appears to be the near-term focus.