When Robert Baird took over as CEO of Jacuzzi Spa, he brought his track record of driving innovation and growth across some of the world’s most recognized consumer brands. Now at the helm of one of the most iconic names in hydrotherapy, Baird is focused on refining the company’s purpose, strengthening its partnerships and unlocking new opportunities in the wellness space.
Below, he shares how his leadership approach is shaping Jacuzzi’s future — and why he believes the brand is just getting started.
SpaRetailer: You’ve led major consumer brands across several industries. What drew you to Jacuzzi Spa? What elements of your previous experience translate most directly to leading a wellness brand?
Baird: Jacuzzi is more than just a brand. It’s a category-defining name with deep emotional resonance. It stands for wellness, recovery and joy. What excited me most was the opportunity to build on that legacy and lead a transformation by accelerating the business performance through fueling breakaway innovation, increasing the investment in the brand and customer activation. Jacuzzi’s product offering will have a greater impact on people’s lives by delivering superior wellness solutions. Across my career, whether at P&G, Philips, Cannondale Sports or Solenis, I’ve focused on building consumer-centric businesses that deliver both performance and purpose. Those same principles apply here: listening deeply to the consumers and customers, investing in innovation and building strong partnerships across every part of the value chain.
SpaRetailer: How would you describe your leadership philosophy, and how do you see it shaping the culture at Jacuzzi Spa?
Baird: My leadership philosophy is rooted in hiring the world’s best talent, setting a clear game plan and moving with speed and focus. Our teams are empowered to deliver customer and consumer value, against a few, very clear “must-do actions” and held accountable for their KPIs. People need to know where we’re going, how we’ll get there and, most importantly, why it matters. At Jacuzzi, we’re creating a new culture that’s more focused, more empowered and more accountable. We’re simplifying everything, aligning behind shared goals and encouraging people to lead with courage and care. I’m also a huge health and wellness champion and encourage my team to ensure their personal lives have focus and that they pay strong attention to their physical and emotional well-being. … If this is all in order, they can do their best work.
Wellness starts inside the organization. When our teams are inspired and [aligned], that energy extends to our partners and customers.
SpaRetailer: How do you plan to support and strengthen relationships with retailers?
Baird: Our retailers are essential partners, and we’re committed to deepening those relationships through trust, responsiveness and shared growth. That means clearer communication, setting mutual goals, implementing smarter marketing and retail activation. It also means listening, understanding what retailers need to succeed and responding with solutions that help drive traffic, simplify selling and build long-term value. Product is king. We will continue to lead with breakaway innovation and deliver superior products that delight customers for decades to come. We want our dealers to feel not just supported but energized to represent the Jacuzzi brand in their communities. I love spending time with our dealers across the globe and listening to how we take the next leap in customer delight.
SpaRetailer: In a competitive and rapidly changing market, where do you see the greatest opportunities for growth?
Baird: We see opportunity in focused simplification — streamlining our brand and product portfolio so we can invest more where it matters most: consumer demand, innovation and channel activation. Growth will come from doing fewer things better and doing them in ways that truly differentiate us in the market. We’re focusing on our power brands — Jacuzzi, Sundance, DreamMaker, Aquarest, Hydropool and Vortex. We’re also committed to expanding our presence in underpenetrated regions and better serving high-potential dealer relationships. It’s about scaling smart with purpose and precision.
SpaRetailer: Jacuzzi is about creating joyful, relaxing experiences. What’s your favorite way to unwind or recharge?
Baird: For me, it’s about quality time with family, getting outside and nearly any sport. I love competition and winning. I also believe deeply in the power of water, whether it’s a long soak, a swim or even a quick cold plunge. Wellness isn’t just a category I work in — it’s something I am deeply passionate about and practice every day.
SpaRetailer: What has surprised or impressed you since joining the company?
Baird: The passion. From our teams to our retailers, I’ve been struck by how deeply people care about our company and brands. There’s a real sense of pride and potential and a hunger to do things better. That kind of energy is rare. Our product helps you live better, sleep better, recover better, improve your health and contributes significantly to your physical and mental well-being. Since I’ve been using our products, my metrics have never been better with my scores on sleep, recovery, heart rate variability, etc. Our Jacuzzi teams give me confidence that we can build something truly remarkable in this next chapter. Our vision is to have our incredible products in every household, delighting consumers with healthier and more joyful living.