MAAX Spas: Building Trust, Driving Growth

MAAX Spas’ strategy for success

In 2021 in the wake of the pandemic, MAAX Spas, a hot tub manufacturer in Chandler, Arizona, launched a new swim spa factory in Ottumwa, Iowa. This move allowed dealers to capitalize on the demand for hot tubs and swim spas and grow with the category. Now, with a solid foundation in place, MAAX Spas is refocusing its efforts on innovation, with new developments on the horizon.


In January, MAAX introduced new cabinetry options, including a new color, for products from the 400 series and above in its American Whirlpool and Vita Spa lines. In a departure from traditional woodlike designs, MAAX opted for a modern aesthetic, with a stone-look finish and design accents that take inspiration from men’s designer belts, says Steve O’Shea, vice president of sales and marketing. 

“Whether [the belts] are crocodile print or alligator or whatever they might be — that was the concept,” he says. “We wanted to do something a little bit different. It’s a much more updated and elegant look to our spas.”

Jets and handles 

MAAX also introduced a proprietary jet and handle design for the Vita Spa line in February. Teaming up with Waterway Plastics, MAAX developed custom-designed jets that not only enhance the visual appeal of the spas but also improve user experience. This upgrade extends beyond jets to include drink cup holders, diverter valves and more.

Steam pods

MAAX Spas steam pod

Venturing further into the realm of wellness, MAAX has also introduced steam pods. These freestanding steam rooms, designed for one to two people, offer an at-home spa experience. Manufactured by Mr. Steam, a renowned name in steam production and a sister company to MAAX, these pods can be easily integrated into any indoor space and are compatible with a standard 15-amp outlet. By diversifying its product offerings, MAAX aims to help dealers overcome any seasonal slowdowns, O’Shea says. 

“This is something you can sell in December, January or February,” he says. “This is something you can sell in the middle of summer. Wellness is a 12-month-a-year industry.”

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Future releases

O’Shea says most dealers are pleased with the new upgrades, and they have a lot more to look forward to. By the end of the year, MAAX plans to release several new or improved products: upgraded cabinetry for the 100-300 product lines of American Whirlpool and Vita Spa, new jet and handle designs for American Whirlpool, a new swim spa design, saunas, cold tubs and even a MAAX Spas-branded step and lifter program. Additionally, the company is working on new hot tub models, including a two-person spa.

Through its range of offerings, O’Shea says MAAX is committed to simplifying business for its dealers, ensuring they have access to top-of-the-line products and unparalleled support. 

“We’re trying to take the burden off our dealers to have to look for these products elsewhere and deal with another company they’re not familiar with,” he says. “They trust us. And if they do well, we do well.”

Even with all the new items in the works, MAAX won’t abandon its bread and butter. 

“Our core competency is manufacturing hot tubs and swim spas,” O’Shea says. “We’re very good at that. We are working with reputable, high-quality manufacturers to build a proprietary product line for us so we can stick with what we do best.”