Amerec
Amerec is a Minnesota-based manufacturer of residential and commercial steam bath generators, controls, and accessories, operating as a brand under Masco Corporation's Sauna360 Inc. and selling exclusively through a 445-dealer network across North America.
- Company typePrivate
- Founded1960
- HeadquartersCokato, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Amerec does
Amerec is a Cokato, Minnesota-based manufacturer of residential and commercial steam bath generators, controls, and accessories, operating as a brand under Sauna360 Inc., which is itself a subsidiary of Masco Corporation (NYSE: MAS). Founded in 1960, the company has accumulated over 60 years of category-specific experience and reports 1.2+ million cumulative products delivered across its installed base. Its product portfolio centers on the AK Series steam generators (4.5kW residential through 42kW commercial), K-Series controls (K2 WiFi touchscreen with mobile app and smart-home integration, K3 digital, KT3 touch, K4 basic, and legacy R30K), ComfortFlo steam heads, drip pans, and ScaleX2-based filter systems. Pre-configured bundles (COLUMBIA, GLACIER) package generators with controls and accessories. Proprietary technology includes patented Sequential Temperature Control for consistent steam flow, stainless-steel tank construction with removable heating elements, and Over-The-Air firmware updates on the 2024-launched K2 control. The product line is ETL Listed for the US and Canada and tested to IEC Standards.
The company sells exclusively through a 445-dealer authorized network spanning the US, Canada, Mexico, and Puerto Rico. Pricing is not publicly disclosed; buyers obtain quotes from local dealers, who also handle showroom demonstration, professional installation, and warranty service. Revenue derives from one-time hardware sales of generators, controls, and accessories with no recurring subscription component. Customer segments split across residential homeowners (primary), commercial hospitality and fitness buyers (hotels, health clubs, gyms, YMCAs), and trade professionals (plumbing wholesalers, showrooms). Warranty coverage includes a five-year component parts warranty and up to two years of in-home labor coverage through authorized repair agents.
Go-to-market combines content-driven consumer demand generation, including a health-and-wellness blog, an interactive Steam Builder design tool, gated eBooks, and an active social presence, with channel-based closing through dealers. The company leverages third-party trade partnerships (e.g., TruGard Direct, Minneapolis Glass Company) for educational content and benefits from corporate backing and cross-portfolio synergy as part of Masco's Sauna360 wellness brand umbrella.
Amerec firmographics
Firmographics- Name
- Amerec
- Legal name
- Amerec
- Website
- https://amerec.com
- Company type
- Private
- Founded year
- 1960
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Amerec is a Minnesota-based manufacturer of residential and commercial steam bath generators, controls, and accessories, operating as a brand under Masco Corporation's Sauna360 Inc. and selling exclusively through a 445-dealer network across North America.
- Ownership category
- akta.pro rank
Amerec industry classification
Industry- Product category
- Steam Bath Equipment
- NAICS
- Power Boiler and Heat Exchanger Manufacturing (33241)
- SIC
- Heating Equipment, Except Electric & Warm Air Furnaces (3433)
- akta.pro primary industry
- Industrial Boilers, HRSGs & Steam Generators (IMAHAFAF)
- akta.pro secondary industry
- Heat Transfer Equipment (Heat Exchangers, Boilers, Condensers) (IMAHAEAC)
Keywords
Where Amerec is headquartered
LocationHeadquarters
- HQ city
- Cokato
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Amerec business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Steam Generator Hardware Sales: Sale of steam bath generators (AK Series) as the primary product category. Generators range from residential models (AK4.5–AK11) to larger commercial models (AK14–AK42). Revenue is one-time per unit with no recurring component for the hardware itself.
- Controls and Accessories Sales: Sale of companion products including K2, K3, KT3, and K4 control panels, ComfortFlo steam heads, drip pans, auto-drains, and filter systems. Cross-sell and upsell opportunity tied to generator sales.
- Commercial Steam Room Equipment: Dedicated commercial-grade steam room products for health clubs, hotels, spas, and other commercial facilities, sold through authorized dealers to commercial buyers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | No public pricing — dealer quote-based |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Amerec product offering
Product offeringCore offering
Amerec designs and manufactures steam bath generators (AK Series from 4.5kW to 42kW), digital and manual steam shower controls (K2, K3, KT3, K4, R30K), and complementary accessories such as ComfortFlo steam heads, drip pans, and filter systems. The products serve both residential homeowners seeking luxury home spas and commercial facilities including hotels, health clubs, and gyms, distributed exclusively through a 445-dealer authorized network.
Product overview
Amerec is a steam room and sauna manufacturer offering a comprehensive product portfolio for home and commercial use. The core offering centers on AK Series residential steam bath generators (available in models from 4.5kW to 42kW) paired with control options spanning from basic K4 manual controls to advanced K2 WiFi-enabled touchscreen controls with mobile app and smart home integration (Google Home, Alexa, Siri). Complementary products include ComfortFlo steam heads, drip pans, and filter systems. Pre-configured packages (Columbia with K3, Glacier with K2) bundle generators with controls and accessories. The company also offers commercial steam room products and saunas under the Sauna360 brand umbrella, with a custom steam shower design tool for planning installations.
Differentiator
Problem solved
Functional benefit
Brands
- Sauna360: Amerec is branded as a Sauna360 Brand, part of the Sauna360 family of sauna and steam products.
Products and services
- AK Series Residential Steam Bath Generator Boiler-based steam generators that transform showers or bathing rooms into steam spas, featuring Sequential Temperature Control, stainless steel tanks with water level probes, and removable heating elements for easy service. ETL Listed for USA and Canada.
- K2 Steam Touchscreen Control WiFi-enabled touchscreen control with SaunaLogic mobile app for iPhone and Android. Works with Google Home, Alexa, and Siri. Features 24-hour time delay, 60-minute timer, light control with dimmer and color selection, and Over-The-Air (OTA) software updates.
- K3 Digital Steam Control Digital control that scales back options from the K2, focusing on essentials. Wall-mounted inside or outside the steam bath, with temperature and timing adjustment plus thermostatic control for automatic temperature maintenance.
- KT3 Steam Control Touch control panel mounted inside the steam shower allowing temperature and time adjustments beyond basic on/off functionality.
- K4 Non-Thermostatic Control Basic on/off control with 30-minute timer and manual temperature control by turning on/off throughout the bath. Designed for ease of use and value.
- ComfortFlo Steam Head Sleek steam head designed to blend with shower design, featuring a small valley on top for optimal steam distribution. Included with K2 and K3 control kits. Produces pink noise to help induce slow-wave deep sleep.
- Drip Pan Stainless steel drip pan set underneath the AK Generator to prevent water damage if the steamer or fittings develop leaks.
- Residential Steam Room Filter System Kits Dual Sump/Cartridge Filter System using the ScaleX2 filter to reduce scale build-up in boilers, while also reducing chlorine and sediment from the water supply.
- COLUMBIA Steam Accessory Package Complete steam shower system package powered by K3 control. Includes K3 Control, ComfortFlo Polished Chrome Steam Head, and required cables.
- GLACIER Steam Accessory Package Complete steam shower system package powered by K2 WiFi-enabled control. Includes K2 Control with Trim Ring, ComfortFlo Steam Head, and all connecting cables.
- Commercial Steam Room Products Commercial-grade steam room equipment designed for gyms, hotels, spas, and other commercial facilities. Includes commercial steam generators and controls.
- Amerec Saunas Traditional and infrared sauna products offered as part of the Sauna360 brand family.
Quantifiable outcome
- Research from Chiba University, Japan shows morning steam bath users had lower resting pulse and performed better on cognitive tests throughout the workday compared to evening bathers or non-bathers
- +2 more outcomes
Companies that use Amerec
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Amerec technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature6 records
Amerec partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Sauna360coreAmerec operates as a brand under Sauna360 Inc., which is a subsidiary of Masco Corporation (a publicly held Delaware corporation, NYSE: MAS). Sauna360 consolidates multiple wellness brands including Amerec (steam), and related sauna brands under a unified corporate umbrella. Amerec branding explicitly references 'A Sauna360 Brand' on its website.
- TruGard DirectminorTruGard Direct contributed to Amerec's 'How to Build a Steam Shower' educational content and video project, providing expertise on steam shower construction materials and techniques featured in a 7-minute installation video.
- Minneapolis Glass CompanyminorMinneapolis Glass Company collaborated on Amerec's steam shower installation video project, providing glass door installation expertise featured in the educational content demonstrating professional steam shower construction.
- Roberts-Hamilton CompanyminorRoberts-Hamilton Company is a full-line plumbing wholesale distributor in Minnesota and an authorized Amerec dealer. Their showroom manager, George Blindauer, is quoted in Amerec's blog discussing the trend of increased consumer interest in home wellness and self-care products.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Amerec competitors and assessment
Company assessmentBroad incumbents
- Jacuzzi (Bath & Wellness): Jacuzzi is a legacy bath/wellness brand that includes steam shower systems in its broader hot tub and luxury bath portfolio, addressing the same homeowner wellness and bathroom remodel occasions as Amerec.
- Helo Saunas: Helo is a global sauna and steam brand with broad international distribution, competing for the same premium home wellness buyer as Amerec but with deeper European and Asian market presence.
- Delta Faucet (Masco): Delta is a sister Masco brand selling plumbing fixtures, and indirectly competes with Amerec in the bathroom remodel channel while also potentially serving as a cross-sell opportunity within Masco's portfolio.
Emerging players
- Coastal Saunas: Coastal Saunas sells infrared and traditional saunas direct-to-consumer online, representing a newer channel model that pressures traditional dealer-led steam brands like Amerec to defend share against e-commerce-first wellness competitors.
- BainUltra: BainUltra manufactures luxury bathtubs, therapeutic baths, and steam systems for residential and spa use, targeting the same high-end wellness-conscious homeowner that Amerec addresses through steam showers.
- Finlandia Sauna: Finlandia is a North American manufacturer of traditional and infrared sauna rooms — a complementary wellness category that overlaps with Amerec's Sauna360 family and competes for the same residential wellness consumer.
Direct peers
- Steamist: Steamist is a long-established manufacturer of steam bath generators and controls for residential and commercial use, directly competing with Amerec in the same steam generator category and trade-channel distribution.
- MrSteam: MrSteam is a leading US manufacturer of residential and commercial steam shower generators, controls, and accessories — Amerec's most direct head-to-head competitor in the same product category and dealer channel.
- ThermaSol: ThermaSol makes steam shower generators, digital controls, and light/sound therapy systems for residential and commercial bath/wellness installations, competing with Amerec across both product line and dealer-based distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Amerec social profiles
Digital presenceAmerec compliance and trust
Trust signalCompliance3 records
Amerec financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amerec leadership team
Management profileNumber of profiles
Amerec funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amerec M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amerec
What does Amerec do?
Amerec designs and manufactures steam bath generators (AK Series from 4.5kW to 42kW), digital and manual steam shower controls (K2, K3, KT3, K4, R30K), and complementary accessories such as ComfortFlo steam heads, drip pans, and filter systems. The products serve both residential homeowners seeking luxury home spas and commercial facilities including hotels, health clubs, and gyms, distributed exclusively through a 445-dealer authorized network.
Is Amerec a public or private company?
Amerec is a private company. It is classified as corporate owned and is currently operating.
When was Amerec founded?
Amerec was founded in 1960. It employs 1 to 10 people.
Where is Amerec based?
Amerec is headquartered in Cokato, United States, in the North America region.
How does Amerec make money?
Three revenue lines are on record. Steam Generator Hardware Sales are the primary driver. The others are controls and Accessories Sales and commercial Steam Room Equipment.
Who are Amerec's main competitors?
Broad incumbents on record are Jacuzzi (Bath & Wellness), Helo Saunas and Delta Faucet (Masco). Emerging players are Coastal Saunas, BainUltra and Finlandia Sauna. Direct peers are Steamist, MrSteam and ThermaSol.
Does Amerec have an API?
No public API is recorded for Amerec.
What industry is Amerec in?
Amerec's product category is Steam Bath Equipment. Its primary akta.pro industry code is IMAHAFAF, Industrial Boilers, HRSGs & Steam Generators, with a secondary code of IMAHAEAC, Heat Transfer Equipment (Heat Exchangers, Boilers, Condensers). Its NAICS code is 33241 and its SIC code is 3433.