SpaRetailer’s 30 Under 40 2026 Winners

30 UNDER 40 2026

Building what comes next

This year’s 30 Under 40 2026 honorees aren’t waiting for the industry’s next chapter — they’re already writing it.

There’s no single path into the hot tub industry, and this year’s SpaRetailer 30 Under 40 2026 class might be the best evidence yet.

Some started as teenagers cleaning spas, testing water or making deliveries in family businesses. Others arrived from hospitality, digital marketing or entirely different careers without knowing how a hot tub worked. Today, they’re managing stores, leading service departments, supporting dealer networks, developing technology, manufacturing covers and preparing to take ownership of companies that have been around longer than they have.

What connects them isn’t that they’ve accomplished a lot before 40; it’s that so many are already thinking about what comes next — not just for themselves, but for the businesses and industry around them.

They want better-trained technicians and easier access to technical information. They’re questioning how hot tubs are marketed, how customers are educated and how seamlessly online shopping connects to the showroom. They’re building systems that can support growth, opening locations, developing employees and planning for succession. Some are starting companies of their own.

At the same time, many of their ambitions are decidedly low-tech: earn customers’ trust, take care of employees, answer the phone when someone needs help and leave a healthy business for the next person.

Meet SpaRetailer’s 30 Under 40 2026 winners — outstanding professionals whose ideas about what should change are informed by an equally strong understanding of what’s worth keeping.