Few businesses successfully balance a rich family legacy with cutting-edge growth quite like Water By Design. Founded in 1984 by Paul Madden Sr., the family-owned company started as a plumbing wholesaler specializing in custom bath fixtures. However, it wasn’t long before it pivoted toward a future centered around spas.
By 1991, Water By Design had entered the spa industry as an authorized dealer of Downeast Spas and Saratoga Spas, later transitioning exclusively to Caldera Spas in 1996. This decision proved to be a turning point, leading to the company’s full transition into spa retail and service by 2001.
With a steadfast focus on customer experience and employee culture, Water By Design has grown strategically, overcoming economic downturns and seizing new opportunities. A defining moment came in 2012 when the company relocated from Christiansburg, Va., to Roanoke. This move sparked an era of expansion, with additional locations opening in 2015 and 2018 to meet growing customer demand. The momentum continued in 2021 when Water By Design acquired a three-acre lot in downtown Roanoke, featuring a 14,000-square-foot showroom, a four-bay service center, and two climate-controlled warehouses. Today, this headquarters serves as the company’s central hub, showcasing up to 50 spa models at any given time. Most recently, in 2024, Water By Design came full circle, returning to Christiansburg to open its fourth location.
According to Paul Madden Jr., who joined the company after earning a degree in business and marketing, the company’s success stems from two guiding principles. “We create the absolute best experience before and after each sale — whether on the showroom floor or through our service department. And we foster an employee culture where everyone loves coming to work and feels like they’re part of something special.” Water By Design’s dedication to customers goes beyond the sale. The company has built a strong reputation, earning hundreds of glowing online reviews and multiple service awards, including the 2021 and 2022 David Soule Service Excellence Awards and the 2019 Scott Smith Service Excellence Award.
A key initiative that sets Water By Design apart is its dedicated service center, where complex spa repairs can be performed in a controlled environment. The facility also serves as a refurbishment center for pre-owned spas, ensuring customers have access to high-quality, cost-effective options. Recognizing the importance of a seamless shopping experience, the company underwent a major showroom revamp in 2024. Designed by Crested Crane Interiors, all four locations were redesigned to maintain a cohesive look and feel while offering an immersive, high-energy experience for customers.
In an era where digital presence is essential, Water By Design continues to stay ahead by partnering with Compass Digital for online marketing and Mainstay Advertising for traditional media. The company develops comprehensive marketing calendars a year in advance, allowing for well-planned promotions, retargeting campaigns, and engaging social media content. From Google ads to monthly television commercials, Water By Design ensures its brand remains top-of-mind for both new and returning customers.
With no plans of slowing down, the company has set its sights on doubling its footprint within the next five years, with four new locations planned across Southwest Virginia. This expansion will further solidify its standing as a leader in the spa retail industry. Beyond its business growth, Water By Design remains committed to industry excellence. Paul Madden Jr. was recognized in the inaugural “30 Under 40” list of up-and-coming industry leaders, and as an active member of the Gemini Group, the company continually benchmarks itself against the best in the business to stay at the forefront of innovation.
Water By Design is more than just a spa dealer — it is a customer-first, employee-driven, industry-leading powerhouse. From its humble beginnings to its ambitious future, the company continues to redefine what it means to be a top-tier retailer.
