Nathan Smith and Adam Bernberg — 30 Under 40 2026

Nathan Smith and Adam Bernberg built a company around digital technology, but much of what they’ve learned about the spa industry has come from talking to dealers.

Smith founded Spa Software Solutions, which later became Dealer Lux, in 2019 after working at Dealer Spike, where he saw how digital operations were influencing automotive and powersports dealerships. Bernberg joined the effort and began learning the spa business one cold call at a time, eventually speaking with thousands of pool and hot tub retailers about their websites and businesses.

“Over thousands of calls, I better understood dealer needs and what challenges they faced,” Bernberg says. “More importantly, these conversations helped Dealer Lux, then Spa Software Solutions, evolve our company and product offerings to better serve the spa industry as a whole.”

The timing provided an unusual education. Shortly after the company launched, the pandemic sent hot tub demand soaring. Retailers already overwhelmed with leads weren’t necessarily interested in hearing why they needed better websites or marketing.

Instead of pushing harder, Smith and Bernberg listened.

“Looking back, that period actually helped us a lot because it forced us to understand the operational side of dealerships instead of only thinking about lead generation,” Smith says.

Today, Dealer Lux has nearly 30 employees and supports over 150 dealership locations across North America, from single-store family businesses to larger dealer groups. Its work has also expanded beyond generating leads to improving the broader digital customer experience.

Smith believes today’s shoppers expect to find useful product information, pricing guidance, inventory, financing options, service details and ownership information online before contacting a retailer. Bernberg similarly sees a need for the industry to evolve as technology and customer behavior change.

But neither wants technology to come at the expense of the relationships that define specialty retail.

Bernberg has encountered dealers who are understandably skeptical after being burned by web providers that overpromised and underdelivered. His response has been to emphasize education and trust, including webinars that teach retailers digital best practices whether or not they become Dealer Lux clients.

“For me, the best way to overcome that is with expertise in my field, patience and building trust,” Bernberg says.

Smith sees the same fundamentals among the dealers who perform best. Often, their advantage isn’t a flashy marketing strategy but consistently answering questions, keeping information current and responding quickly.

Outside Dealer Lux, Smith’s entrepreneurial streak carries into his interests in fixing things, design and business strategy. He also spends time with his wife and two children. Bernberg prefers to get outdoors and is particularly passionate about wildlife conservation, volunteering with Ducks Unlimited and Trout Unlimited to help support public lands.

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