Casey, Kelly and son Carter Wilson at the opening of their new State Line store, Icon Pools and Hot Tubs.

Icon Pools makes a splash in south KC

“About 60 to 70 percent of our business is right here.”

By Kathy Feist

Opening a swimming pool store at the end of summer might sound counterproductive. But to Casey and Kelly Wilson, owners of Icon Pools and Hot Tubs, it’s a perfect time.

“Hot tub season is just starting to ramp up now,” says Casey Wilson, whose new store features several hot tubs on the showroom floor along with pool supplies. 

The Wilsons celebrated the grand opening of their new satellite store at 130th and State Line Road on July 30. It is their first satellite store for the Belton-based business. 

The neighborhood showed up at Icon Pools ribbon cutting celebration.

“About 60 to 70 percent of our business is right here,” he says, nodding toward Johnson County.

For the past seven years, Icon Pools has provided pool service and supplies for residential swimming pools. But with the opening of their second location, they sell hot tubs, too. 

In Kansas City, Icon Pools is the exclusive retailer for Coast Spa hot tubs. Wilson says he chose to partner with this particular brand because of its build quality and forefront innovation. 

“It’s  a very, very nice luxury hot tub,” he says. “It’s not your low end stuff. It looks nice. And the filtration is much like a swimming pool, which helps out immensely on the water clarity.”

      The most impressive spa on the showroom floor is the six-person Infinity line hot tub with 61 massage jets, an infinity edge waterfall, water ropes that stream above the tub, colored lighting and a touch screen pad. A hidden water reserve table keeps the water level the same no matter how many people are in and out of the tub. Prices range from $9,000 to $25,000.

The Infinity edge hot tub.

Wilson does not recommend the Infinity tubs to first-time buyers, though. “There are a lot of buttons,” he says. He steers them toward the traditional collection instead.

Wilson says it’s his knowledge of the swimming pool industry that sets Icon Pools apart from other retail competitors. 

Highly experienced, Wilson has been servicing pools for the past 21 years. He started when he was 15 years old working for pool designer Jack Huwar, who would soon become his father-in-law. 

Born and raised in Belton, Wilson began looking for his own opportunities in his hometown. In 2014 he formed Icon Pools, and in 2017 he purchased the building formerly known as Cass County Pools at 323 Commercial St. He and his wife decided not to purchase the business, preferring to outfit the store with their own choice of chemical supplies and pool equipment. 

Last year, with the help of Huwar, Icon Pools added pool construction to their list of services. 

Eventually, Wilson would like to open a few more satellite retail stores in the metro area, preferably south of the Missouri River. If so, he won’t have to look too far for help. His 10-year-old son Carter is right on his dad’s heels, making important sales pitches and pointing out features his old man may have missed. It’s clear he will easily dive into the business when the opportunity presents itself. 

“That will be my first job,” he proudly says. 

Icon Pools is located at 13005 State Line Rd., near The Peanut in the Leawood Village shopping strip.  

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