Breanne Carlson — 30 Under 40 2026
Breanne Carlson is less interested in creating programs for dealers than in creating programs dealers will actually use.
That distinction has become central to her role as director of dealer success at Bullfrog Spas, where Carlson leads the company’s Dealer Success Group, encompassing dealer success specialists and channel marketing.
Carlson entered the spa industry while businesses were still navigating the effects of the pandemic. She started in channel marketing, but her role expanded to include dealer support and, ultimately, oversight of the broader dealer success function.
Her background includes manufacturing, customer service, dealer support, event strategy, influencer marketing and revenue leadership — experience that has given her a ground-up view of how different parts of a business connect.
Today, her favorite part of the job is much simpler to define: “Our partners,” Carlson says. “There is nothing I enjoy more about this work.”
Carlson views being invited into a dealer’s business — including its challenges, goals and major decisions — as something that must be earned and has concentrated on building systems that make that relationship useful in practice.
One example is a consultation program developed within Bullfrog’s channel marketing team. Dealers looking to improve showroom design, digital presence and events can work with the team over an extended period rather than receiving a one-time recommendation.
“What matters is that it works,” Carlson says. “For partners who have leaned in and committed, we have seen meaningful growth.”
Carlson has worked to create greater alignment between dealer support and channel marketing, strengthen the structure behind the work and focus the team on outcomes meaningful to dealers.
She sees room for the larger industry to evolve as well. While local retailers possess strong customer relationships and market knowledge, Carlson believes the buying experience can become more modern, more consistent and better connected to today’s consumer.
Her ambitions are not centered on one defining achievement. Instead, Carlson wants to keep developing systems that help dealers operate stronger businesses while building teams capable of taking ownership and turning ideas into action.
“At the end of the day, I want to look back and know we built something real. Something that made a difference.”
— BREANNE CARLSON
Outside work, Carlson spends time with her family, plays pickleball, gets outdoors with her dogs and dabbles in photography — a hobby she appreciates because it makes her slow down and look at things differently.
Locations refer to company headquarters; honorees may work remotely or live elsewhere.
