Dan Sjoblom | CEO | Bullfrog Spas
AQUA Magazine: As Bullfrog Spas celebrates its 30th anniversary, what are you most proud of when you look back on the company's growth?
Dan Sjoblom, Bullfrog Spas: What I'm most proud of isn't the growth itself. It's the fact that we've stayed true to who we are while growing. Thirty years ago, Bullfrog Spas was founded on a simple belief: there had to be a better way to build a spa. Since then, we've grown from a small startup with a disruptive idea into one of the most recognized premium brands in the industry. But what really stands out to me is the consistency of our purpose. We still believe innovation should solve real problems. We still believe in taking care of our dealer partners. And we still believe that what we create should improve people's lives. Most importantly, I'm proud of the people who have built this company. Many of our team members, dealers, suppliers, and customers have been part of the Bullfrog story for decades. The relationships we've built along the way are what have made the last 30 years possible and what will carry us into the next 30.
AQ: Bullfrog Spas began with Dave Ludlow recognizing recurring service problems and believing spas could be designed differently. How does that problem-solving mindset still influence the company today?
DS: It's still at the heart of everything we do. Dave didn't set out to create a company. He set out to solve a problem. That mentality remains deeply embedded in our culture. We constantly challenge ourselves to ask, "Why does it have to be done this way?" and "Is there a better solution?" In one of our meeting rooms there's a big statement on the wall: BULLFROG SPAS - WE'RE DIFFERENT - ALWAYS HAVE BEEN.
AQ: The JetPak Therapy System has remained central to Bullfrog Spas from the beginning. How has it evolved, and why does it continue to resonate with customers?
DS: The JetPak Therapy System remains one of the biggest drivers of brand preference for Bullfrog Spas. While the core idea of personalization has remained constant, today's JetPaks deliver therapy experiences with a level of power, efficiency, and sophistication we could only dream about 30 years ago. Customers are drawn to the intelligent design and engineering behind the system, but they become loyal to the personalization it provides. The ability to tailor therapy to individual needs is just as compelling today as it was when Bullfrog first introduced the concept.
AQ: How do customer and dealer feedback shape Bullfrog Spas' product development process?
DS: Dealer and customer feedback are among our most important sources of innovation. Our dealers work directly with consumers every day. They hear the questions, concerns, frustrations, and excitement firsthand. That gives them a unique perspective on where we can improve and where opportunities exist. We actively seek that input throughout the development process. Some of our best ideas come directly from dealer insights or customer observations. At the same time, we balance those inputs with broader market trends, research, testing, and long-term strategic thinking. The goal isn't simply to build what people ask for today. It's to understand the underlying need and develop solutions that create value for years to come.
AQ: Bullfrog Spas has expanded its portfolio considerably, from its core spa lines to premium models and the Swim Series. How do you enter new categories while maintaining a consistent identity?
DS: We start with a simple question: Does this strengthen our mission of creating peaceful lives? Specially as it relates to peace for our customers' minds, bodies, and personal relationships. Those are the three things we want to improve for our customers. Beyond that, can we be good at it? Whether we're building a premium spa, a swim spa, a connected ownership experience, or future wellness solutions, the principles remain the same: thoughtful innovation, exceptional quality, personalized experiences, and products that help people relax, recover, connect, and enjoy life.
AQ: What does innovation mean to Bullfrog Spas today?
DS: Innovation means creating meaningful improvements that make ownership better. Sometimes innovation results in a breakthrough product. Other times it's simplifying spa maintenance, improving reliability, enhancing therapy, creating better dealer tools, or making the purchasing process easier. We strive to innovate in ways that create significant value for dealers and their customers.
AQ: Dealer partnerships are an important part of Bullfrog Spas' story. How has the company's approach to dealer training and support evolved as the network has grown?
DS: We succeed when our dealers succeed. That mindset has never changed, but the tools and resources available to support them have become much more sophisticated over time. When we develop programs and plans, we try to always think from the perspective of the dealer. Asking questions like, "Does the help them reach their market?" or "Does this innovation add value to their businesses?" We believe our Power Per Square Foot model, available to all Bullfrog Spas dealers, is the most robust spa retail operating playbook in our industry.
AQ: What are some of the biggest challenges spa retailers face today, and how is Bullfrog Spas helping dealers respond?
DS: Retailers face all of the challenges of this new world we're living in: changing consumer expectations, increased competition for attention, rising operating costs, and ongoing pressure to attract and develop great people. Consumers have more information available than ever before, which means retailers must create experiences that build trust and clearly communicate value. We're helping dealers respond through differentiated products, stronger marketing support, improved digital tools, training programs, retail best practices, and investments in the customer experience. Ultimately, we want our dealers to spend less time overcoming obstacles and more time doing what they do best: helping customers improve their lives through wellness and relaxation.
AQ: Bullfrog Spas' mission is to "Create Peaceful Lives." How does that mission influence decisions across the company?
DS: The mission provides a lens for nearly every significant decision we make. Obviously, it influences the products we design. But it also shapes how we think about customer experience, dealer relationships, team member development, community involvement, and company culture. Creating peaceful lives isn't just about relaxation. It's about improving wellbeing, reducing stress, strengthening relationships, and helping people create spaces where they can reconnect with what matters most. Internally, it reminds us that behind every product we build is a family, a backyard, and a life we're trying to improve. That's a powerful source of purpose for our team.
AQ: As Bullfrog Spas begins its next 30 years, where do you see the greatest opportunities for the company and the broader spa industry?
DS: I believe we're still in the early innings of what this industry can become. Consumers are increasingly prioritizing wellness, recovery, mental health, family connection, and experiences at home. Those trends align naturally with the value a spa can provide. For Bullfrog, the opportunity is to continue leading through thoughtful innovation while making ownership even easier and more rewarding. We've always been known as a spa brand on the move. That won't change. In many ways we're just getting started.
