Hayward Holdings, Inc. (HAYW): Marketing Mix Analysis [Dec-2025 Updated]

You're looking for the real story behind Hayward Holdings, Inc.'s market performance as we wrap up 2025, and the 4Ps analysis shows a company laser-focused on high-margin smart tech and locking in that $\mathbf{85\%}$ aftermarket business. I've seen plenty of centennial companies, but this one is using its $\mathbf{100th}$ year to aggressively promote its OmniX platform while successfully passing on costs-think a $\mathbf{3\%}$ price increase in April and an $\mathbf{8\%}$ hike in Flow Control by June-which helped push Q3 gross margins to $\mathbf{51.2\%}$. Let's break down exactly how their global distribution, anchored by $\mathbf{\$255.2}$ million in Q2 North American sales, supports their guidance between $\mathbf{\$1.095}$ billion and $\mathbf{\$1.110}$ billion for the full year; you'll want to see the specifics on their Product and Price actions below.

Hayward Holdings, Inc. (HAYW) - Marketing Mix: Product

You're looking at the core offering of Hayward Holdings, Inc. (HAYW), which is its physical product line. This isn't just about pumps and filters; it's about a comprehensive ecosystem for pool and outdoor living technology, spanning both residential and commercial applications. The design philosophy clearly leans into high-efficiency hardware integrated with digital control.

The product portfolio is broad, covering residential and commercial pool equipment globally. Hayward Holdings, Inc. manufactures its products across seven facilities worldwide, including locations in North Carolina, Georgia, Tennessee, Rhode Island (two sites), and China, aiming for constant production levels to manage inventory effectively.

The strategic emphasis is heavily weighted toward recurring revenue from existing installations. The aftermarket-focused business model constitutes approximately 85% of net sales as of late 2025, driven by the product replacement cycle, which is estimated to be between 8 to 11 years.

Hayward Holdings, Inc. is clearly pushing its technology leadership, which is reflected in the revenue generated from recent innovations. For the full fiscal year 2024, new or next-generation products launched within the preceding three years accounted for about 20% of gross sales. These new products specifically emphasize higher energy efficiency and enhanced automation capabilities.

The push for connected pool management centers on two key technology pillars. The established SmartPad™ system continues to see increasing adoption in both new construction and the aftermarket segments. Complementing this is the newer OmniX platform, positioned as an ideal aftermarket solution for smart pool equipment upgrades. The OmniX system uses an industry-first mesh network to create a connected ecosystem, allowing for instant automation upgrade via Bluetooth connectivity. Full remote connectivity beyond the typical 50ft Bluetooth radius is enabled by the optional in-home OmniX Gateway, which connects to the internet via 2.4 wireless or an Ethernet port.

The following table summarizes key product-related performance metrics and focus areas based on the latest available data:

The expansion into commercial water treatment was significantly bolstered by the June 2024 acquisition of ChlorKing, a U.S. market leader in commercial pool saline chlorinators and UV disinfection systems. This move directly enhances Hayward Holdings, Inc.'s technology for commercial water treatment, adding key products like NEXGEN™ on-site chlorine generators and SENTRY UV™ disinfection systems to the portfolio.

You can see the focus on connected technology through the specific components available:

• SmartPad™: Drives adoption in new construction and aftermarket.
• OmniX Platform: Provides instant automation upgrades via Bluetooth mesh network.
• OmniX Gateway: Extends control anywhere the phone has internet access.
• Compatible Pumps: Includes Super Pump VS 600, TriStar VS 800, and MaxFlo VS 400.
• ChlorKing Additions: Commercial saline chlorinators and UV disinfection systems.

The company is leveraging its installed base, which grows yearly, to fuel the aftermarket segment. The integration of the ChlorKing business was noted as a favorable impact on North America net sales in the first quarter of fiscal 2025. The entire product strategy seems aimed at embedding Hayward Holdings, Inc. technology deeper into the pool system, making replacement and upgrade cycles more profitable through connected services.

Hayward Holdings, Inc. (HAYW) - Marketing Mix: Place

You're looking at how Hayward Holdings, Inc. gets its products into the hands of pool professionals and consumers across its footprint. The company maintains a global distribution network spanning North America and Europe & Rest of World. For the second quarter of fiscal 2025, North America was the clear leader, posting net sales of $255.2 million.

Here's a quick look at the segment breakdown for that quarter:

The primary channel for Hayward Holdings, Inc. relies heavily on an extensive network of professional distributors and pool partners. This structure supports a multi-channel strategy designed to reach both the new construction market and the vital aftermarket segment. Honestly, the aftermarket is the engine here; it represents approximately 85% of net sales as of late 2025, showing the importance of replacement and service parts distribution.

The distribution strategy centers on maximizing accessibility through these established routes:

• Primary channel: Extensive network of professional distributors.
• Market focus: New construction and aftermarket segments.
• Aftermarket share: Approximately 85% of net sales.
• Technology adoption: Driving SmartPad™ equipment sales through channels.

To support these channels, Hayward Holdings, Inc. focuses on operational excellence, which includes providing logistics platforms and technical support specifically for pool professionals. This ensures that the distribution chain is efficient and that the trade partners who sell and install the equipment have the necessary backing to move product and support the installed base. They are definitely investing in the customer experience for the pros.

Hayward Holdings, Inc. (HAYW) - Marketing Mix: Promotion

You're looking at the promotional spend and strategy for Hayward Holdings, Inc. as we close out 2025. The promotional activities are clearly tied to celebrating a major milestone and pushing high-value technology.

Brand strength is being leveraged as a world leader celebrating its 100th year in 2025, marking a century since its founding in 1925. This milestone was marked publicly with a significant community investment. Specifically, President and CEO Kevin Holleran presented a $100,000 donation to Step Into Swim, an initiative of the Pool & Hot Tub Alliance (PHTA). This $100,000 was comprised of $50,000 in cash and $50,000 in equipment for a Step Into Swim pool.

Marketing emphasizes technology adoption and the benefits of connected pool equipment. The OmniX platform is cited as a biggest near-term catalyst for growth. This focus on innovation is supported by ongoing investment, with Research, Development, and Engineering expenses reported at $7.1 million for the third quarter of fiscal 2025, representing 2.9% of net sales for that period.

Promotional efforts are clearly driving adoption of the higher-value SmartPad™ and OmniX systems. Hayward continues to drive increasing adoption of its leading SmartPad™ pool equipment products. The aftermarket segment, where these advanced products are highly relevant, represented approximately 85% of net sales as of the second quarter of fiscal 2025, up from approximately 80% in the first quarter.

The company engages trade customers through long-standing relationships and early buy programs, which directly impact near-term financial results. Solid participation in these early buy programs contributed to the shipment timing and overall performance that led to the Q3 2025 net sales increase of 7% year-over-year to $244.3 million. The strength from these programs contributed to management raising the full-year 2025 net sales guidance to a range of $1.095 billion to $1.110 billion.

The overall promotional and selling structure is reflected in the Selling, General, and Administrative (SG&A) expense ratio. For the third quarter of fiscal 2025, SG&A increased to 28.6% of net sales, up from 28.3% in the prior-year period.

The focus on trade engagement and technology adoption is supported by these financial outcomes:

• Net sales increased 7% year-over-year in Q3 2025.
• Adjusted diluted EPS increased 27% year-over-year in Q3 2025.
• Net leverage was reduced to 1.8x as of September 27, 2025.
• Cash flow provided by operations for the nine months ended September 27, 2025 was $283.0 million.

Hayward Holdings, Inc. (HAYW) - Marketing Mix: Price

You're looking at how Hayward Holdings, Inc. (HAYW) structures the money customers pay for its pool and outdoor living technology. Pricing strategy here is clearly focused on offsetting external costs while driving margin expansion, which you can see in their recent guidance adjustments.

The company's pricing actions are directly tied to managing input costs, especially tariffs. For instance, Hayward Holdings implemented a price action of up to 3% on new orders, effective April 21st, 2025, specifically to address recent tariff, duty, and port charge implications impacting their cost structure. This was applied across Hayward®, Paramount®, J&J Electronics™, Sollos® Landscape Lighting, and ChlorKing® brands.

The pricing power is evident across segments. The Flow Control division, for example, announced an average 8% price increase effective on all orders received on or after June 16, 2025, to continue meeting standards amid rising material, shipping, and manufacturing costs, as well as changes in the rate of exchange.

These pricing strategies are translating directly to the bottom line. In the third quarter of fiscal 2025, the Gross profit margin expanded to 51.2%, which the company explicitly attributed to positive net price impact, alongside operational efficiencies.

Here's a quick look at the pricing realization and the resulting financial outlook:

The overall strategy seems to be about maintaining value perception while ensuring cost recovery. The company's confidence in this approach is reflected in their updated full-year expectations, which now project net sales between $1.095 billion and $1.110 billion for the full fiscal year 2025. This is an increase from prior guidance, showing that the net price realization is a key component of their revised, more optimistic outlook.

You should keep an eye on how these pricing levers interact with volume and external pressures. Key elements influencing the pricing environment include:

• Positive net price realization driving Q3 margin expansion.
• A 3% North American price hike implemented in April 2025.
• An average 8% price increase from Flow Control in June 2025.
• Tariff mitigation actions supporting pricing strategy.

The company is definitely managing the price element aggressively to protect profitability. Finance: draft 13-week cash view by Friday.