Samantha Hess — 30 Under 40 2026

Samantha Hess began working at Spas and More! by cleaning the showroom and office.

By 2025, she was preparing to run an entire store.

Hess has spent her full career with the company, gradually adding customer service, lead management, sales, marketing and social media. When Spas and More! opened its second location in Overland Park, Kansas, Hess relocated to manage the day-to-day operation.

There was one significant complication: She arrived without staff.

Rather than inherit an established team, Hess selected her employees, trained them for the spa industry and worked beside them as they learned their roles. She continues to take that hands-on approach rather than separating management from the work happening on the showroom floor.

Her next goal is adding staff as the business grows to maintain strong delivery, service and customer support with trained employees in-house.

Hess’ favorite part of the job remains helping people choose products. She particularly values conversations with customers looking for hydrotherapy, physical recovery, mental wellness or simply a way to spend more time with family.

That focus has also influenced how she thinks hot tubs should be sold.

Rather than focusing on features, Hess wants buyers to understand what warm water itself can provide.

For her, a successful interaction isn’t limited to whether a contract gets signed.

“I want to be remembered and known as informative and helpful,” she says. “Even if a customer ends up not purchasing from me, I am extremely grateful for being a part of their spa journey.”

Hess has also helped Spas and More! connect with its community by supporting at-risk veterans, children, wellness camps and women’s health organizations.

Away from the store, she enjoys reading and writing. But her two biggest interests have names: Waffles and Maple, her puppies, whom Hess calls her “pride and joy.”

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