How Welltub keeps its complete hottub collection visually in sync with Nova
Every hottub with every heater in the picture, without a single photoshoot.
Welltub designs and produces its own plastic hottubs in the Netherlands, building on roughly thirty years of experience with LDPE cast products and fifteen years of hottub production. The collection runs from the compact Basic and Hotpot models to the Family, Premium and Exclusive lines, each available with an internal or external heater: wood fired heaters in 30, 45 and 55 kW, a stainless steel version, a bio heater and, most recently, a heat pump.
A strong product with a strong promise: own production, direct availability and a lifetime guarantee on the tub. But every new heater raises the same question for the webshop: which images do we still have that actually match?
Challenge
At the start of 2026 Welltub introduced several new heaters at once: a stainless steel heater with a black front, a new bio heater, and a 30 kW heater replacing the old 35 kW model. Not a single photo existed of those heaters in combination with the Exclusive, Premium and Family tubs. Photographing every tub with every heater means building, placing and shooting each combination physically, and repeating that with every future change.
At the same time Welltub was rebuilding its website. The existing lifestyle photography had been collected over the years in very different styles, which made the new product overview look messy. Twelve hottub options next to each other, each with its own image, only works when those images share the same look and feel.
Solution
Nova built a digital twin of every tub and every heater in the Welltub range: one pixel accurate digital version per product, in the single finish Welltub now offers (anthracite tub, thermowood cladding). Because tubs and heaters are separate twins, every combination can be assembled digitally, including the ones that never stood next to each other in a studio.
From those twins, Welltub generates its content inside the Nova platform. Packshots of every tub and heater combination, consistent in angle, lighting and composition. 3D viewers for the product pages. And lifestyle images in one shared style, so the new product overview finally looks like one collection.
Accurate down to the sticker
Welltub checked the twins the way they check their own production: the logo exactly 11.2 by 4.2 centimeters and placed right above the heater feed throughs, the black rubber supports under the metal bands, hoses that cover the full pipe between heater and tub. Those details were corrected once in the source, and every packshot, viewer and lifestyle image generated afterwards carries them automatically. That is the difference between fixing an image and fixing the source.
New heater, new combinations, no new shoot
When Welltub added a heat pump to the range a few months later, only the heat pump itself needed a new digital twin. Combining it with the Exclusive, Premium and Hotpot tubs, with and without the wooden cladding, was a matter of assembling existing twins. Complete imagery was ready without a single tub leaving the factory floor.
Results
Every combination covered
Basic, Hotpot, Family, Premium and Exclusive, with the 30, 45 and 55 kW heaters, the stainless steel heater, the bio heater and the heat pump: every tub and heater combination is now available as a packshot and as a 3D viewer, including the ones that were never photographed before.
One style across the whole collection
The lifestyle images for the new website come from the same twins, in one visual style. The product overview now reads as a single collection instead of a collection of photoshoots.
Ready for the next heater
A new heater, a changed chimney or a new accessory only needs a change in the source. Welltub generates the updated imagery themselves, in minutes, instead of planning a shoot.
One source for every channel
Product pages, the webshop overview, dealer material and social posts all start from the same digital twins. Whichever channel a customer meets a Welltub in, the tub, the heater and the finish are the same product.
Conclusion
Welltub shows what a digital twin does for a manufacturer whose products change piece by piece. Tubs and heaters are modeled once, combined endlessly and corrected in one place. From that single source Welltub generates packshots, 3D viewers and lifestyle images for the entire collection, and keeps them in sync every time the range moves.
One digital twin per product. Every combination in the picture. Zero photoshoots.
