Joe King’s life in the pool and spa industry began before he even had a driver’s license. As a teenager, he worked alongside his father, servicing swimming pools and learning firsthand the value of clean water, customer trust and hard work. That experience planted the seeds for what would become King Technology, officially founded in 1979 by King and his father, Lloyd, who had invented a brominator small enough for a hot tub.
In those early days, the work was anything but glamorous. King spent days on the road, cold-calling dealers across the West, hoping to build up enough cash flow so he could get paid. But what he lacked in resources, he made up for in vision. King wasn’t interested in copying existing products; he was driven to build something better. Even then, his focus was clear: solve consumer pain points and make water care easier for everyday people.
What started as a modest family venture would evolve into one of the industry’s most impactful companies. Under King’s leadership, King Technology pioneered revolutionary water care systems like FROG and SmartChlor, which helped eliminate the complexity and stress of spa maintenance. These innovations transformed a major barrier to ownership into a powerful reason to stay in, and return to, the hot tub lifestyle.
King’s approach was shaped by a mantra passed down from his father: “Let’s work on the things that are impossible.” That spirit fueled breakthroughs, including the development of three EPA-registered products. He wrote a mission statement nearly 30 years ago, “Water treatment rock n’ roll through unique delivery and ‘Star Wars’ ingredients,” which to this day guides the company’s pursuit of fun, futuristic and user-focused innovation.
Now, more than four decades later, King has stepped back from day-to-day operations and into a strategic role as chairman and growth adviser. He’s entrusted the company to a new generation of leadership: CEO Mike Norr and King’s sons, Alex and Carson, who are expanding on the legacy with a world-class innovation lab and a team built to drive continuous advancement.
As King puts it: “We are an innovating water wellness company, enriching lives.” Through persistence, creativity and a passion for people, King didn’t just make water care easier — he made the hot tub experience better for millions.