How a Canadian family business became a global name in leisure products
Leisurecraft has evolved significantly since its founding 20 years ago as a small outdoor cedar furniture maker. As demand increased, the company expanded its furniture line and, a few years later, introduced cedar saunas.
“Through a commitment to quality craftsmanship, innovation and customer feedback, we have become Canada’s leading manufacturer of saunas and leisure products, dedicated to delivering premium quality and exceptional service,” says Mark Boulding, vice president of marketing and growth.
A family-owned business, Leisurecraft is located about two hours north of Toronto. Today, the company offers a range of products, including outdoor and indoor sauna kits, cold plunges, wood-burning hot tubs, showers and, of course, outdoor furniture. Each product is crafted using sustainably sourced Canadian wood and built by skilled carpenters.
Leisurecraft’s products are in tune with industry trends, including the rise of contrast therapy, which combines saunas and cold plunges for wellness and recovery. The company also emphasizes sustainability, using materials like western red cedar and incorporating solar-powered solutions. Later this year, Leisurecraft plans to launch a new sauna design. Having grown from just two employees in 2004, Leisurecraft now operates out of three buildings with a team of about 15. To better support its dealers and customers, the company is in the final stages of developing a new dealer portal and product support system, which will streamline product knowledge and improve customer service. “We highly value our dealers and actively listen to feedback for suggestions and improvements,” Boulding says. “We also offer a strong brand name with quality products where dealers can make competitive margins.”
Dealers, in turn, appreciate carrying the company’s products. For Max Blaser, general manager at Mountain Hot Tub, introducing Leisurecraft’s offerings led to explosive growth.
“Although we’ve carried saunas for over 30 years, our displays of small click-together indoor rooms hardly seemed to register with our customer base,” Blaser says. “So much so that after we began displaying Leisurecraft barrels, pods and Pure Cube rooms across our locations, we had multiple longtime customers comment, ‘When did you start carrying saunas?’ ”
Alaskan businesses, in particular, love Leisurecraft.
“Alaskans live for the outdoors,” says Kali Bennett, second-generation owner of The Waterworks in Anchorage, Alaska.
As an outdoor living retailer for nearly 50 years, Waterworks found Leisurecraft outdoor saunas were a great fit to help its clients enjoy the wellness benefits of saunas year-round.
“Many of our clients have experienced magical nights under the northern lights while relaxing in their saunas,” Bennett says. “Their timeless styles complement the unique architecture of Alaskan homes, making it easy for clients to continue their quest for wellness.”
Over the past several years, Leisurecraft has expanded its dealer network beyond Canada and the United States.
“Following our success in North America and growing business in Europe, we are looking to expand into new international markets where our premium products will stand out among the competition,” Boulding says. “We are increasing our brand presence and focused not just on selling products but shaping a wellness lifestyle.”
One challenge Leisurecraft has recently faced is meeting the growing demand for its products, which has come with supply chain difficulties. To improve efficiency, the company implemented an ERP software system to streamline operations, along with a custom-built shipping platform to accelerate deliveries and secure better rates. And strong relationships with lumber mills and suppliers ensure Leisurecraft receives the highest-quality materials on time and within budget.
Looking to the future, Leisurecraft is developing initiatives to further support its dealers and enhance their success. It’s for these reasons and more that the company has grown from a small Canadian business into a global leader in saunas and outdoor living.