Viking Spas has built its reputation on quality and reliability, and with the release of its new Elite series models — the Apex and Ascent — the company has taken a decisive step forward in design, features and dealer support. These models, first unveiled at the 2024 Pool | Spa | Patio Expo, are setting the tone for the future of Viking’s Elite line.
Modern design, strong foundation
Melinda Scheble, Viking’s director of marketing, explains the inspiration behind the Apex and Ascent: updating an older line while maintaining Viking’s quality. “The models that the new ones were replacing were many years old,” she says. “And those models were made by hand, which is a great story from a craftsmanship standpoint, but in today’s market, the shells were missing precision, symmetry and cleanliness of the design lines.”
To modernize the line, Viking invested in a CAD designer with hot tub experience and partnered with Tooling Tech to create life-size foam models. This allowed the team to test comfort across body types and refine the designs before production. The result: spas that feel as good as they look and a foundation for a gradual redesign of the entire Elite line. “We weren’t looking to do anything revolutionary in terms of size or shape,” Scheble says. “The idea was to be in the market with all the other popular manufacturers and get on the same playing field in terms of design.”
Retailers say the updated designs are already making an impact. “Viking Spas has always stood out to us for their commitment to quality, innovation and value,” says Peter Steiner, managing partner at Hydra Hot Tubs & Pools in Fort Mill, South Carolina. “From a dealer’s perspective, their support and consistency make them a true partner, not just a supplier.”
Difference-making features
New hydrotherapy options now target everything from the low back to the neck, plus calves, feet and even wrists. For a gentler massage, Viking offers optional AirX jets. The spas also feature an infinity-edge water element, touch screen control panels, integrated marine-grade Bluetooth speakers and subwoofers.
Small refinements add big value. The tubs feature enhanced exterior corner lighting and an upscale lit logo badge. Adjustable pillows move up and down for personalized comfort, and the reworked cabinet attachment system eliminates exposed screws, improving aesthetics and service access. “We try to be cognizant of service issues,” Scheble says. “In addition to making the spa look pretty and function well for the consumer, we also keep in mind the needs of the dealers and service techs.”
Dealers confirm that these updates resonate. “Customers love the sculpted seating, upgraded jet configurations and attention to ergonomic comfort,” Steiner says. “The Apex and Ascent models especially stand out with their larger foot wells and enhanced foot therapy. For our sales team, these features make the spa easy to present, and customers can see and feel the difference immediately.”
A retail-first approach
Jerry Hyland, Viking’s director of sales, emphasizes the company’s retailer-focused strategy: “What we try to do as a small boutique company is listen to the retailer. They will tell you what they want and need to sell your products alongside other good products in our industry.”
Dealers say this approach is working. “Customers immediately recognize the value and appreciate that they’re getting both high-end performance and Viking’s trusted reliability,” Steiner says.
Playing to strengths
Both Hyland and Scheble point out that Viking’s size works to its advantage.
“We don’t have a lot of the resources that some of the bigger manufacturers do,” Scheble says of the family-owned, Michigan-based company. “So we choose our suppliers very carefully to make sure we get a quality product from them, and then we choose the features we believe will make the biggest impact.”
With the Apex and Ascent setting the pace, Viking is already preparing Elite series updates for next year. While the details remain under wraps, Hyland hints that dealers will be impressed.
“Wait until you see what we have in store for 2026,” he says. “We’re becoming a better and better version of ourselves.”