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Bullfrog Spas: Celebrating 30 Years Of Innovation
For 30 years, Bullfrog Spas has approached innovation with a clear purpose: to improve the customer experience in meaningful ways. That mindset has shaped the company from the beginning and continues to define our path forward.

The origins of Bullfrog Spas can be traced back to a simple but powerful insight. In the early years of the spa business, repeated service challenges revealed that many of the frustrations customers experienced were unavoidable, built-in, stemming from design and engineering choices that had become industry standards. Where others saw routine problems, Bullfrog Spas saw opportunities to build something better. The JetPak®, an ingenious innovation in spa technology, would soon lead to improved reliability, greater efficiency, and unmatched therapy options.

That belief also became the foundation for a culture of innovation focused on questioning assumptions, simplifying ownership, improving design, and creating products that feel more personal, intuitive, and rewarding over time. Years before the company formally adopted its mission to 'Create Peaceful Lives', the team was already pursuing this idea by looking closely at what customers really need and how the spa-ownership experience could be improved.

The Breakthrough That Changed Spas
The origins of Bullfrog Spas can be traced back to a young entrepreneur and a long list of service calls.

In 1989, Dave Ludlow convinced his father, a pool builder, to begin selling hot tubs as demand continued to grow. His father agreed on one condition – Dave would personally handle every service call.

Dave spent countless hours troubleshooting leaks, repairing equipment, and helping customers navigate maintenance challenges. As he worked, he began noticing a pattern. Many of the issues he encountered stemmed from industry-standard design practices that seemed unnecessarily complex and difficult to service.

Where others saw routine challenges, Dave saw opportunities to improve the customer experience.

This customer-centered thinking soon led to the patented JetPak Therapy System, and the founding of the company in 1996. The first Bullfrog Spas hot tubs, with JetPaks, were introduced to the market just one year later. By replacing extensive fixed plumbing with removable, interchangeable jetted seat backs, Bullfrog Spas introduced a fundamentally different approach to spa design, giving customers personalised therapy options while dramatically simplifying the internal plumbing system.

For customers, this meant more choice and greater control over their therapy. A spa no longer had to be one-size-fits-all. Owners could select the massage experiences that best fit their preferences and even change them over time. For dealers, JetPak created meaningful differentiation in a competitive marketplace. And for the industry, it signalled that innovation in spas could be both practical and aligned to real customer benefits.

That first breakthrough established the foundation for everything that followed and the patented JetPak Therapy System, now several patented revisions beyond the original, remains central to the Bullfrog Spas story.

Growing Through Innovation
As the market responded to this remarkable innovation, Bullfrog Spas grew quickly. In the early 2000s, the company was recognised as one of Utah’s fastest-growing businesses, and its reputation continued to spread among retailers, service professionals, and consumers across North America. New dealers joined the network to offer a spa experience unlike anything else available at the time.

In 2003, Bullfrog Spas opened a manufacturing facility in Bluffdale, Utah, significantly expanding production capacity and laying the infrastructure needed to support a rapidly growing dealer network. As that network expanded, the company continued investing not only in innovative products, but also in the tools, training, and support systems dealer partners needed to build strong businesses of their own.

That commitment eventually evolved into a focus on channel support and expansion, based on a culture of collaboration with the industry’s best retailers. Power Per Square Foot, Bullfrog Spas’ comprehensive retail success program launched in 2017. With guidance across marketing, sales processes, inventory management, and financial performance, alongside in-person training for sales teams and service technicians, the program reflects a philosophy that still guides the company today: when dealers succeed, Bullfrog Spas succeeds as well.

Continued innovation, including the launch of the A Series, STIL, and X Series lines in the early 2010s, along with strong market demand, led to the opening of a new 286,000-square-foot headquarters facility in Herriman, Utah, in 2020, one of the most significant investments in the company’s history and a clear signal of long-term confidence in the future. That same year, Bullfrog Spas introduced the M Series®, a premium spa line that combined advanced functionality with elevated aesthetics, unmatched versatility, and a luxury ownership experience.

Innovation continued to expand the product portfolio, and in 2022, Bullfrog Spas entered a new category with the Swim Series®, extending its distinctive approach to hydrotherapy, performance, and wellness to a broader audience. In 2023, the company unveiled a redesigned A Series®, enhancing one of its most popular product lines with upgraded features, controls, jet technologies, and JetPak® options. While the features evolved, the philosophy remained the same: keep refining the ownership experience and give customers more, including greater control over their personal wellness journey.

More recently, Bullfrog Spas has expanded its reach internationally with growing warehouse and distribution operations in Europe, strengthening support for dealers and customers, and building a foundation for long-term growth well beyond North America.

The People Behind the Progress
Over the past 30 years, Bullfrog Spas has become known for product innovation. But behind every product launch, manufacturing expansion, dealer partnership, and company milestone are the people who made those achievements possible. Bullfrog Spas employees have dedicated years, and in many cases decades, to improving the customer experience. Dealer partners continue to bring Bullfrog Spas to communities across North America, Europe, the Pacific, and beyond. Key supplier partners help the company scale, and of course, it’s our customers whose loyalty and feedback continue to shape the growing brand.

These relationships reflect a broader truth about Bullfrog Spas: success has never been measured solely by products developed and sold or milestones achieved. Success is reflected in the trust built with customers, in the strength of the dealer network, and in the shared commitment to quality, innovation, and creating peaceful lives.

“Families and individuals everywhere are seeking ways to connect more meaningfully,” said CEO Dan Sjoblom. “We remain committed to our mission to Create Peaceful Lives and are grateful for the incredible work our team and dealer partners have done to bring that peace to families in backyards around the world.”

Looking Ahead
This anniversary is more than a milestone. It is a statement about what Bullfrog Spas stands for and where the company is headed: continued innovation, deeper customer focus, strong dealer partnerships, and a long-term commitment to creating products and experiences that improve everyday life.

Looking ahead, Bullfrog Spas will continue investing where innovation has the greatest impact: personalised therapy, durable engineering, energy efficiency, elevated design, simpler water care, and meaningful product differentiation. Focused on customers, the direction is clear: keep improving the product, keep reducing friction, and keep creating a spa experience that helps people live more peacefully.

For industry partners, this moment also reflects a company investing in the future with clarity and confidence. Bullfrog Spas is building on three decades of innovation with the same mindset that got it here: stay close to the customer, challenge assumptions, and create meaningful differentiation in the market.

Thirty years on, Bullfrog Spas has a strong legacy of innovation and an even clearer view of what innovation should do: solve real problems, improve the experience, and help Create Peaceful Lives for customers, partners, and the communities they serve.

For more information contact Bullfrog Spas on +1 801 565 8111 or visit www.bullfrogspas.com





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