Great Bay Spa & Sauna has been part of the New England hot tub industry since its earliest days. 

Founded in 1976 by three college friends selling wood hot tubs off trailers at ski mountains, the company grew alongside the industry, becoming one of the region’s long-standing Sundance dealers.

In 2021, longtime employee Jamie Burson purchased the business after nearly two decades with the company.

“I actually started working in the warehouse and helping out with deliveries,” Burson says. Over time, he moved through the ranks, always with a long-term goal in mind: “As an overly sure of themselves, 20-something-year-old always told the owners, ‘One day, I am going to own this business.’ ”

Today, Burson is focused on what comes next: expansion, refinement and building on the foundation left by the company’s original owners.

From legacy to growth mode

For decades, Great Bay operated primarily in its established market. Based in Portsmouth, New Hampshire, the company built a strong local presence but faced increasing competition in a densely packed retail area. Under Burson’s leadership, Great Bay is looking outward.

“Moving to a new market leaves us without the net of our community, but I am confident that we will be able to provide not only an exceptional customer experience but also bring new people into our industry,” says sales manager Jessica Steneri.

That shift is already underway. The company recently expanded into southern Maine, targeting the Portland market, an area with strong demographics and less direct competition.

“The plan is to continue to grow, continue to expand,” Burson says. “All options are on the table.”

That includes new locations, partnerships and acquisitions.

A business built from within

Great Bay’s ownership transition didn’t come from outside investment; it came from within.

Burson’s path from warehouse employee to owner reflects the company’s focus on developing and retaining talent.

“We’re nothing without our employees,” Burson says, noting that much of the team stayed on through the ownership transition.

That kind of loyalty isn’t accidental.

“All of my time in the hot tub industry has been with Great Bay Spa & Sauna,” Steneri says. “I’ve worked my way up learning some bits of all parts of the business, but sales and leadership are my true passion.”

Culture that carries over 

For Steneri, how Great Bay operates is its cornerstone.

“I know there’s been some debate lately about whether workplaces should feel like family, but for me, that’s one of the best parts of this job,” she says. “It’s not just my immediate team. It extends to our industry partners and especially our clients.”

That relationship-driven mindset carries into the showroom.

“I’ve had the privilege of watching families grow and evolve over time, and being a meaningful part of their lives is incredibly special,” Steneri says. Earning referrals from clients is an especially powerful accomplishment, she adds, because it shows they’ve made a clear positive impact on a customer’s life.

Selling wellness, not just products

Like many retailers in the category, Great Bay has leaned into the broader wellness conversation.

Burson says that’s one of the aspects that drew him deeper into the business early on.

“Once people start really truly using a hot tub, … it really does change their life,” he says. 

Rather than focusing purely on features, the team emphasizes how customers will use the product day-to-day — relaxation, recovery and routine.

“I take a lot of pride in teaching, whether it’s helping a new team member gain the confidence to work independently or seeing a customer have that ‘aha!’ moment when they finally understand water chemistry,” Steneri says.

Adapting in a changing market

In recent years, Great Bay has had to navigate shifting demand, economic swings and changing customer expectations.

For Burson, that’s meant relying more heavily on data and planning.

“We’re big into numbers and forecasting and really trying to let data dictate business decisions,” he says. “We ran numerous forecasts looking at every scenario we could possibly think of, including worst-case scenarios.”

At the same time, flexibility remains critical.

“It’s just tightening up every area that we can,” he says, pointing to adjustments in staffing, marketing and operations.

Building on what works 

As the company expands into new markets, maintaining its identity will be just as important as growing its footprint.

For Steneri, that includes continuing to build a more inclusive and supportive industry.

“I’m encouraged to see more women joining the industry,” she says. “I hope to leave my mark by helping create a more inclusive space where expertise is respected regardless of gender.”

For Burson, the focus is on steady, sustainable growth.

After decades in a single market, Great Bay is moving into its next phase, built on expansion, planning and a team that has grown with the business.

The goal now is simple: Take what has worked for nearly 50 years and prove it in new markets.

Great Bay Spa & Sauna

Jamie Burson

Portsmouth, New Hampshire; South Portland, Maine