LONG BEACH, CA – August 2025 — Cover Valet is pleased to announce the appointment of Crystal Lengua-Rowell as Vice President of Canadian Operations, marking a significant step in the company’s strategic expansion and long-term investment in the Canadian market.
With over 23 years of experience specializing in hot tub accessories, Lengua-Rowell is a seasoned industry leader known for driving growth, leading high-performing teams, and building lasting customer partnerships. Her diverse background and expertise shape a well-rounded, collaborative leadership style focused on operational excellence, business development, and customer success.
Vice President of Canadian Operations for Cover Valet
In her new role, Lengua-Rowell will oversee all Canadian operations, including sales, marketing, logistics, customer care, trade shows, and digital marketing initiatives. She will work closely with Matt McMillan, Director at Cover Valet, to bring the company’s refreshed brand identity to life across the Canadian market.
“Crystal’s depth of experience and her understanding of the Canadian marketplace make her uniquely suited to lead this next chapter,” says Matt McMillan, Director at Cover Valet. “She brings a strategic lens to everything she does, and her leadership will be instrumental as we execute our brand direction across North America.”
Crystal’s longstanding commitment to the pool and spa industry, including volunteer leadership on boards, contributing to education and training initiatives, writing for publications, and speaking at seminars and Women’s Summits, reflects a deep dedication to the industry’s growth. This perspective will help guide a Canadian strategy that is both thoughtful and impactful.
“Crystal brings not only unmatched experience and credibility, but also a deep understanding of what Canadian spa professionals need to thrive,” adds Marc Black, President of Cover Valet. “Her leadership marks a major step forward in how we support this market. We’re not just expanding—we’re building stronger, more responsive partnerships with our Canadian customers.”
ABOUT COVER VALET
Cover Valet is a trusted leader in spa cover lifters and hot tub accessories, offering innovative, high-quality products designed to enhance the spa experience. With a focus on durability, ease of use, and modern design. Learn more at: www.covervalet.com
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