When customers walk into a Bachmann’s showroom — whether in Madison or Brookfield, Wisconsin — the first thing they tend to notice is the polish: beautifully staged hot tubs, warm lighting and elegant finishes. But the Bachmann family says the real hallmark of their business is something you can’t photograph — it’s the intentional focus on care, consistency and steady growth that’s carried the company for over 40 years.

Today, owner Fred Bachmann leads the business with the same sense of optimism and curiosity that pulled him into the hot tub industry in the 1980s. But increasingly, a second generation is helping shape the company, including Fred’s daughter, Ashley Kampmeier, who serves as customer relations and operations manager.

A culture built on accountability, energy and teamwork

Kampmeier says the company’s internal culture is one of its strongest differentiators.

“Our culture is extremely collaborative, fun, fast-paced and built around accountability,” she says. “We set the bar high, but we also care about investing in our people through manufacturer training, growth opportunities and fostering open communication. We’re all about teamwork here.”

Training has long been part of the Bachmann’s philosophy. Fred jokes that he once learned in a construction industry seminar that while some owners fear training employees who might leave, “What if you don’t train them and they stay?” That lesson stuck. Bachmann’s prioritizes role-playing, skill development and, when possible, sending staff to high-level industry workshops.

The result? A team equipped to make decisions, solve problems and understand exactly how their role impacts customer satisfaction. “We trust our team and empower them to bring ideas to the table,” Kampmeier says. “That creates a positive and motivating culture.”

From construction sites to showroom floors

A contractor by trade, Fred originally installed two spas for a client who wanted private soaking rooms in her salon. His attempt to secure wholesale pricing required purchasing three hot tubs — so he bought them. That decision grew into a small storefront, then into a Hot Spring dealership and eventually into one of the best-known retail operations in Wisconsin.

Fred recalls how his early education in the business came through manufacturer support, particularly persistent reps determined to see him succeed. “They won’t let you fail,” he says. “Everyone within the organization has that mentality that they’re there for you.”

That same kind of support now guides the way Bachmann’s takes care of its customers.

A family business that thinks long term

Working for a family-run company shapes everything, Kampmeier says, including how decisions are made.

“It brings a level of care and pride that I’ve never experienced elsewhere,” she says. “We make our decisions with both our people and future in mind, not just numbers or solving for a current need. Integrity, trust and doing things the right way are critical to how we operate.”

That mindset informs everything from showroom investments to staffing to how Bachmann’s views each sale — as the beginning of a relationship rather than the end of a transaction. 

And for Fred, the long view has always been central to keeping the business healthy through industry ups and downs. “It gives you some staying power,” he says.

Riding industry waves

Bachmann’s growth through turbulent years, including the recession, COVID-era demand spikes and supply chain whiplash, has been fueled by two things: disciplined margin management and bold marketing.

Fred acknowledges he’s a risk-taker: “Go big or stay home” has become something of an internal motto. “If you’re not living on the edge, you’re taking up too much space,” he says. During the pandemic, that instinct to plan aggressively paid off — he ordered large volumes early, not knowing demand would soon explode.

But today’s success isn’t just about timing. It’s about maintaining service offerings, investing in people and keeping the customer experience consistent even as product categories expand.

Wellness as the next chapter

Kampmeier loves that the hot tub industry sits “at the intersection of wellness and people’s overall lifestyle.” As product lines expand into saunas and cold plunges, she sees a future where Bachmann’s becomes not just a retailer, but a resource for well-being. 

That focus isn’t hers alone. Fred has long championed the restorative side of hydrotherapy and cold immersion, a practice he has embraced for years. As he puts it, “after two minutes, it almost becomes euphoric.”

His enthusiasm has helped shape the company’s embrace of wellness offerings as it has grown beyond hot tubs.

Kampmeier’s priorities moving forward reflect that shared vision. “I’m focused on continued leadership growth, helping guide Bachmann’s into its next chapter while staying true to who we are and our Bachmann DNA,” Kampmeier says. “We’re not just selling products; we’re helping people slow down, relax, spend meaningful time together and invest in their overall well-being.”

Bachmann’s Pools, Spas and Saunas

Fred and Kiya Bachmann

Madison and Brookfield, Wisconsin