Mark Shifflett — 30 Under 40 2026

WHEN MARK SHIFFLETT JOINED WATER BY DESIGN 12 years ago, there were three people on the team, so specialization wasn’t much of an option. He worked in sales, retail, service and delivery before eventually becoming director of operations.

That early do-it-all experience gave Shifflett a broad understanding of the business. Growth, however, has required him to learn almost the opposite skill: when not to do everything himself.

“Delegation,” Shifflett says of one of his biggest challenges. “With growth, it’s hard to ‘do it all’ and learning how to manage that and work with a team to not only accomplish what needs to be done but to be able to take it to the next level.”

The results have been recognized outside the company — Water by Design earning its first service award from Watkins Wellness is one of Shifflett’s favorite accomplishments.

Even after moving into operations, Shifflett hasn’t lost sight of what happens at the other end of those systems. He still enjoys seeing customers on delivery day and hearing the plans they have for their new spas.

Now, his goal is to help Water by Design continue growing alongside owners Paul Madden Sr. and Paul Madden Jr., whom Shifflett describes as close lifelong friends. Having seen the company when three people handled virtually everything, he wants to help build its team into one of the industry’s best.

Shifflett would also like consumers to rethink what a hot tub represents: “Changing the narrative that they are just for fun or too much work,” he says.

He believes the industry’s growing emphasis on wellness is already helping change that perception and hopes the shift continues.

Away from Water by Design, Shifflett returns to hockey, which he’s played since childhood. He also enjoys traveling and attending concerts.

Locations refer to company headquarters; honorees may work remotely or live elsewhere.