Cover Valet recently welcomed 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 more than 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. She also serves on the Editorial Advisory Committee for Pool & Spa Marketing.

Her diverse background and expertise shape a well-rounded, collaborative leadership style focused on operational excellence, business development, and customer success.

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.