David Baker, 40

Executive vice president
Georgia Spa Company
Auburn, Georgia 

In October 2014, David Baker made a bold move, transitioning from a successful nine-year career in UPS operations management to join Georgia Spa Company. Starting as a store manager at the Buford flagship location, he demonstrated his capabilities, earning a promotion to sales manager within a year. In this role, Baker played a significant part in the company’s expansion to its fourth and fifth stores, showcasing his leadership and strategic vision.

By 2020, Baker decided to explore new avenues, founding Lazarus Lead Solutions, a company dedicated to reviving dead and inactive leads. He worked with over 20 companies across the hot tub industry, including The Hot Tub Store, Texas Hot Tub Company and Ohio Pools & Spas. Lazarus Lead Solutions quickly became a go-to for businesses seeking to enhance their sales and marketing efforts.

In 2023, founder Mark Stevens sold Georgia Spa Company to the employees, establishing one of the industry’s few employee stock ownership plans. Recognizing Baker’s potential and past contributions, the new CEO, Josh Kemerling, invited him to return to Georgia Spa as executive vice president. Baker accepted the role, selling his share in Lazarus Lead Solutions to fully commit to this new chapter.

Baker’s leadership philosophy centers on making a difference in people’s lives, whether they are customers, fellow employees or competitors. He is passionate about the positive impact that Georgia Spa Company’s products, including saunas and swim spas, have on well-being. 

“While not a cure, our products have provided moments of relief from pain and anxiety,” he says. “As long as we keep the consumer’s needs at the forefront of our concerns, this can be a rewarding and noble career.”

Looking ahead, Baker has set clear goals for himself and the company. He aims to help over 500,000 people find relaxation through spa ownership before his retirement, a goal he knows will require the collective efforts of Georgia Spa’s team of employee-owners. He also dreams of improving the lives of his colleagues and their families, not just financially but through the systems and policies he helps to implement.