Viking Spas Appoints Lloyd Burden as European Sales Manager

Viking Spas, Inc., a Michigan-based manufacturer of hot tubs and wellness products, has appointed Lloyd Burden as European sales manager, effective immediately. The addition supports the company’s continued investment in expanding its global footprint and strengthening partnerships across Europe.

Burden brings more than 20 years of experience in the hot tub and wellness industry, with deep expertise across Europe and the broader EMEA region. He has held senior leadership roles with Hydropool and Jacuzzi Group, where he was instrumental in developing dealer networks, driving brand growth and executing international sales strategies. Burden began his career in 1993 and has since played a key role in expanding brands across Western Europe and beyond.

In his new role, Burden will focus on strengthening relationships with existing partners while expanding Viking Spas’ dealer network and identifying new opportunities for growth across key European markets.

“Lloyd’s experience, industry credibility and understanding of the European market make him a strong addition to our team,” says Thomas Whell, vice president of sales at Viking Spas. “We place a high value on long-term relationships with our partners, and Lloyd will play an important role in supporting our customers and accelerating our growth across Europe.”

Based in Chelmsford, Essex, UK, Burden will lead Viking Spas’ European sales efforts, providing closer engagement and enhanced support to partners throughout the region.