Sarah Hernandez, 39

Customer service representative
Viking Spas
Wyoming, Michigan

When Sarah Hernandez joined Viking Spas in 2023, she had never worked in the spa industry before. But with nearly a decade of customer service experience behind her, she stepped into the role ready to listen, learn and build connections. “Coming into this industry with no experience was both exciting and challenging,” Hernandez says. “I’ve spent nearly a decade in customer service, and each of those past experiences helped prepare me for the responsibilities I have now. The skills I’ve built — communication, problem-solving and relationship-building — have all come together in a meaningful way here.”

The spa world’s fast pace hooked her almost immediately. “This industry is constantly evolving, and that’s one of the things I enjoy most — it keeps me on my toes and [requires] me to stay sharp,” Hernandez says. Early on, she found herself in customer service’s “catch-all” role, where she became a go-to resource for dealers, answering questions, solving problems and providing support. “We’re fortunate to work with some of the best dealers in the business, and getting to know them, learning from them and building those connections has been a truly rewarding experience,” she says.

That rapid adaptation hasn’t gone unnoticed. Being nominated in SpaRetailer’s 30 Under 40 is, she says, “one of my proudest accomplishments. When I first entered the spa industry, I knew nothing about [the industry] — but I came in with a willingness to learn and a strong foundation in customer service. Now, just two years later, I’ve gained so much knowledge, experience and confidence in my role.”

Hernandez is determined to use that momentum to elevate how customer service is seen in the spa industry. “Our mission centers on promoting relaxation, wellness and overall well-being,” she says. “To truly deliver on that promise, customer service must be more than just responsive — it must be proactive, empathetic and transparent.” Her focus moving forward is to strengthen relationships between Viking Spas and its dealer network.

Outside the office, Hernandez finds balance in hiking, camping and spending quiet time with a good book. “That’s where I recharge,” she says. “Both nature and reading bring me a sense of peace and balance that I carry into everything I do.”