Hawke Media wins agency of record role for Jacuzzi Group

Hawke Media has been named agency of record for Jacuzzi Group’s wellness brands, expanding a relationship that has spanned more than a decade. The deal aims to sharpen brand strategy, dealer support and performance marketing across Jacuzzi Group’s hot tub and spa portfolio.

Why it matters: - The new agency-of-record role formalizes a long-running partnership and gives Jacuzzi Group a dedicated marketing partner across its core wellness brands. - The arrangement is designed to support dealer success, customer acquisition and brand leadership in a competitive hot tub and spa market. - Hawke Media also gains a category-exclusive relationship in the hot tub space, avoiding conflicts with competing manufacturers or retailers.

What happened: - Hawke Media announced it has been appointed agency of record for Jacuzzi Group’s portfolio, including Jacuzzi Hot Tubs, Sundance Spas, Dream Maker Spas and Hydropool Hot Tubs and Swim Spas. - The appointment was announced July 22, 2026. - The agency said the formal partnership follows more than 10 years of collaboration with Jacuzzi Group. - Hawke Media said the agency-of-record role was secured in May 2026.

The details: - Scott Johnson, now senior managing director at Hawke Media, previously worked with Jacuzzi Group through Normal Bear Media before Hawke Media acquired that agency in June 2024. - Johnson and his team supported Jacuzzi dealers across North America with digital marketing, website design and development, retail visual displays, traditional advertising, showroom design, event execution and customer acquisition strategies. - Hawke Media said its national infrastructure, performance marketing capabilities and full-service resources expanded the reach of that relationship after the acquisition. - Jacuzzi Group said the partnership supports corporate marketing and dealer support at the same time. - The agency relationship will cover brand strategy, performance marketing, creative development, dealer support programs, customer acquisition, retail experiences and emerging technologies. - Jacuzzi Group described Jacuzzi as a leader in hydrotherapy and cited SmartTub remote monitoring, True Water technology and integrated infrared therapy systems as product advances.

Between the lines: - The deal shows how Hawke Media is using acquisitions to scale founder-led specialty agencies without losing category expertise. - Jacuzzi Group appears to be tightening the link between corporate marketing and dealer-level execution, which can improve consistency across the brand network. - Hawke Media’s exclusive category focus signals that the agency is betting on depth in one vertical rather than breadth across competing accounts.

What's next: - Hawke Media will support ongoing work in brand strategy, performance marketing, creative, dealer programs and retail experiences. - The partnership is expected to continue around consumer engagement tools and emerging technologies. - Jacuzzi Group and Hawke Media are likely to use the expanded relationship to strengthen dealer support and drive growth across the brand portfolio.

The bottom line: - Jacuzzi Group is deepening a long-standing marketing relationship to unify brand, dealer and growth efforts under one agency partner.

More information: Hawke Media