Bethany Branscum

Southwest Spas

When Jeremy Lucovich bought Southwest Spas at the end of 2019, he had never owned a business. More notably, he had never been in a hot tub. A sales professional, Lucovich had recently lost his job as a regional sales manager for a wire manufacturer when an acquaintance — the owner of Southwest Spas — suggested he buy the Mesa, Arizona, business. Lucovich had an entrepreneurial streak and wanted to stop traveling for work. Within a few months, he went for it.

Accessories | Current Issue

Airframe Aquatics: The Cover Conversation

Covers often fade into the background of customers’ minds, until they start to fail. Over time, covers become heavy, waterlogged and difficult to handle, requiring them to be replaced and discarded. Then the cycle starts again. Airframe Aquatics believes that cycle deserves a closer look.

Hot Tubs | Current Issue

Be Well Canada Spa: Designed to Stand Out

Founded in Europe in 2005 and established in Canada a decade later, Be Well Canada Spa has spent the last several years steadily expanding its manufacturing footprint and dealer network.

Stores

Great Bay Spa & Sauna

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.

Swim Spas

Dynasty Spas: Finding the Middle Ground

For many backyard buyers, the decision between a pool and a swim spa doesn’t always end with a purchase — it often stalls somewhere in the middle.

Features

Power Women

The hot tub industry thrives on problem-solvers, innovators and community-builders — and nowhere is that more evident than in this year’s Power Women. From family legacies to surprising pivots, they share a common thread: a commitment to people. Their stories reflect resilience, reinvention and the belief that there is room for anyone willing to learn, grow and lead with integrity.

Stores

Bachmann’s Pools, Spas and Saunas

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.