Father and son Earl and Josh Michels stood in the parking lot of their hot tub business and watched it burn in June 2018. Before the fire trucks and smoke had cleared, Josh had his marketing guy there shooting video. They would have a literal fire sale.
The news and drama gave their business, Backyard Leisure in Terre Haute, Indiana, quite a bit of free publicity. They went home that Saturday night, rested Sunday and were delivering hot tubs out of their off-site warehouse Monday morning.
In 1995, Earl and his wife, Joyce, wanted to add a gazebo to their property in Marshall, Illinois, which is about 16 miles from Terre Haute. But they were outside of any dealer’s territory, so Earl signed up to become a dealer — which meant he had to order two. He set one gazebo up in the backyard for his family and one in the front to sell. It was a successful enough venture that he kept doing it, eventually adding other products and getting a small retail location in Terre Haute. In 2003 the insurance salesman added hot tubs to the mix and in 2004 Earl resigned from his insurance gig. In 2006, he leased a 2, 000-square-foot building, eventually buying it.
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