How Innovo Spa started.
2020: the car
In spring 2020, Cody and Samantha Hendrickson both lost their jobs to Covid. Cody had years of hot tub work behind him and a family to feed, so he started servicing hot tubs out of the back of the family car in Northern Michigan: chemicals in the trunk, filters in the back seat, a phone number and a promise to show up.
The route
The first customers were second home owners and vacation rental hosts around Traverse City and Elk Rapids who needed the water handled every week without thinking about it. That became the Innovo model: recurring water care memberships with chemicals and filters included, run on a route so every visit happens on time.
Two states, 1,600 customers
The car became a truck, the truck became a team, and Northern Michigan became Northern Michigan, West Michigan and South Florida. Innovo Spa now cares for more than 1,600 hot tubs and swim spas on recurring service, with a Michigan team handling dispatch, scheduling and billing.
2022: Tough Jobs
Northern Michigan's 9&10 News followed the Innovo crew for its Tough Jobs series, through a day of maintenance, winterizing, deliveries and spa pads. It is still the best three minutes of what the work actually looks like.
2026: Innovo Spa Repairs
By 2026 Cody was turning down a dozen repair calls a week because the route business had no room for them. Innovo Spa Repairs is the answer: mobile hot tub repair in Traverse City and Grand Rapids, every brand, Hot Spring specialist, built on the standards Cody set in the field and run by a dedicated repair crew.
Next: the franchise
The route model, the playbook and the technology stack that run Innovo are now being packaged so other operators can run them in their own markets. Franchise documents are in progress.