Josh Michels, 40

Chief operations officer
Backyard Leisure
Terre Haute, Indiana 

Josh Michels grew up in the family business, Backyard Leisure, which his parents founded in 1998. By 14, Michels was already involved with the company. When hot tubs were added to the lineup in 2001, he began gaining experience in sales, delivery and service. In 2007, he took on a full-time role in sales, but his contributions to the business extend far beyond that.

As the business grew, so did the team, with skilled professionals joining every department. However, the small-business environment allows Michels to be involved in all areas of Backyard Leisure.

Michels and Backyard Leisure are driven by the company’s motto — “A hot tub on every patio.” 

“That is our vision for the future,” he says. “Not so long ago, refrigerators and automobiles were luxuries. Just like those products, we believe that hot tubbing will become mainstream and that it’s our responsibility to make it so.”

Beyond his day-to-day work, Michels is also committed to advancing the industry. He serves on the retail subcommittee of the International Hot Tub Association, where he works to improve the retail landscape and bring more value to hot tub retailers. He is particularly encouraged by the increasing professionalism in the industry, especially as it positions itself as a wellness business. He emphasizes that it’s essential for retailers to not only understand the benefits of hot tubs but also know how to customize those benefits to suit the needs of each customer.

Michels’ passion for the hot tub industry is rooted in its ability to improve people’s lives. “I truly believe that we can make the world a better place one hot tubber at a time,” he says. “What more can a person ask for than to do something they believe in?”