Jerry Pasley Retires as CEO of Bullfrog Spas

After 13 years of dedicated service, Jerry Pasley, the visionary leader and chief executive officer of Bullfrog Spas, has announced his retirement, effective December 31, 2023. Since assuming the CEO role in early 2011, Jerry Pasley has played a pivotal role in shaping the company's impressive trajectory and establishing Bullfrog Spas as an industry leader and a force for change. 

Under Pasley's guidance, Bullfrog Spas says it has "witnessed unprecedented growth, introduced remarkable innovations, redefined spa aesthetics, grew one of the best company cultures in the region and industry, and emerged as an iconic brand." His strategic vision and unwavering example of care, commitment, and trust have been instrumental in steering the company through challenges and fostering an environment of creativity and excellence. 

For more than three decades, Jerry Pasley has been a luminary figure in the industry, contributing significantly to the success of not only Bullfrog Spas but also several of the spa industry’s most notable brands. His accomplishments have left an indelible mark on the industry landscape, and his legacy is rich. 

Pasley remains dedicated to Bullfrog Spas mission and intends to retain his responsibilities on the company’s board of directors where he will serve for a time as executive director to assure a  smooth and successful transition. His experience and invaluable insights will continue to be an asset as the company looks towards a future marked by continued innovation and growth. 

In light of Pasley’s retirment, Bullfrog Spas is pleased to announce the promotion of Dan Sjoblom to the position of chief executive officer. Sjoblom has most recently served as president and, over his 14 years with Bullfrog Spas, has lead efforts in marketing, sales, retail, product development, and pperations, demonstrating exceptional leadership, strategic acumen, and a deep understanding of the industry. His promotion is a testament to his focus, leadership, and ability to drive innovation and inspire excellence across a growing organization.

The entire Bullfrog Spas team extends its heartfelt gratitude to Jerry for his outstanding contributions, unwavering commitment, and personal approach to leadership. We look forward to an exciting future as we continue to build on the strong foundation he has laid.

To learn more about Bullfrog Spas, visit

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