FWW Enterprises Inc. opened October 1st
2001. The main location is and has always been located in Fort Walton Beach, I have operated second locations in four other cities. Those locations fell in 2008.
I originally opened under the business name of Family Pool, Spa & Billiards. This name was on loan to me by my previous employer, who gave me a start in the pool business. At the time, it was a good for the business as it gave the impression of a franchise situation and this helped with the start-up of the business.
In September of 2005, I changed the name to The Backyard Outlet. The business plan behind this name was to break away from the “pool and spa” stereotype and become a business that had “everything for the backyard”. Unfortunately, we battled with the name, in that consumers could not grasp the concept.
In October of 2015, I opened a new location in Pensacola Florida. The Jacuzzi Corporation offered the opportunity to use the Jacuzzi name in the new business, so I opened in Pensacola under the name of Jacuzzi of Pensacola, and rebranded the Fort Walton Location to Sundance Spas of Fort Walton. Since that time, I have lost the lion share of the swimming pool business. Again struggling with public perception of what this business offers in regards to swimming pools and hot tubs.
For that reason, I have chosen to rebrand for the third and final time. This time, there should be no mistaking what I do or what I’m about!