Spa Brokers

What Spa Brokers does

Spa Brokers, Inc. is a family-owned retail dealer of premium outdoor living products, headquartered in Aurora, Colorado and operating since 1983. The company sells hot tubs, swim spas, cold plunge tubs, saunas (infrared, traditional, and outdoor), gas/electric/wood fireplaces, fireplace inserts, stoves, fire pits, and accessories to residential customers, primarily Colorado homeowners. It is the self-identified #1 Cal Spas dealer in the USA (since onboarding as a Cal Spas dealer in 2010) and the #1 Marquis Spas dealer in the world for 30 consecutive years, with additional franchises from Viking Spas, LOVIA, IDEAL, Finnleo, LeisureCraft, Westwind Spas, Heat & Glo, Fireplace Xtrordinair, Amantii, Lopi, Harman, and Covana.

The company distributes exclusively through six physical showrooms across the Denver Metro area (Arvada/Westminster, Aurora Clearance Center, Aurora Warehouse & Service Center, Parker, Denver, and Lone Tree) plus installation and parts service routed through the I-70 and Tower Rd warehouse. There is no e-commerce shipment channel; customers visit showrooms to evaluate working units, receive consultation, and purchase with full-service installation. Unit ASPs range from $890 (clearance fireplace) to $16,595+ (premium hot tub) and $16,995+ (high-end sauna). Brands include Cal Spas, Marquis, Viking, LOVIA, IDEAL, Finnleo, LeisureCraft, Westwind, Heat & Glo, Fireplace Xtrordinair, Amantii, Lopi, Harman, and Covana.

Revenue is generated through two streams: one-time hardware sales (multi-category retail) and ongoing service, parts, and warranty support performed by in-house technicians. The business is privately held, with no external investors, and is operated by the four founding brothers and their children; Don Chandler serves as President. Marketing is primarily local — organic social (Facebook, Instagram, YouTube), Google local reviews, Yelp, BBB accreditation (A+), and 910 verified customer ratings on Star Ratings USA. Operations are explicitly limited to Colorado; the website Contact form states "Only sell and service in Colorado."

Name

Spa Brokers

Legal name

Spa Brokers, Inc.

Website

https://spa-brokers.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Spa Brokers is a family-owned retail dealer operating six showrooms across the Denver Metro area, selling premium hot tubs, saunas, swim spas, and fireplaces to Colorado homeowners. It is the #1 Cal Spas dealer in the USA and the #1 Marquis Spas dealer worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Aurora

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: One-time sales of hot tubs, saunas, swim spas, cold plunge tubs, fireplaces, fireplace inserts, stoves, fire pits, and automatic spa covers through 6 retail showrooms in the Denver Metro area.
2. Service and Parts: Service repairs and parts sales for hot tubs and fireplaces, including full-service installation and ongoing maintenance support.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Spa Brokers is a multi-location retail dealer operating six showrooms in the Denver Metro area that sells hot tubs, swim spas, cold plunge tubs, saunas, fireplaces, fireplace inserts, stoves, fire pits, and automatic spa covers from brands including Cal Spas, Marquis Spas, Viking Spas, Finnleo, LeisureCraft, Heat & Glo, Fireplace Xtrordinair, Amantii, Lopi, and Harman. Every sale is accompanied by professional installation and supported by an in-house Aurora Warehouse & Service Center for parts, repairs, and ongoing maintenance. Sales and service are restricted to the state of Colorado.

Product overview

Spa Brokers is a multi-location retail dealer operating 6 showrooms in the Denver Metro area of Colorado, serving homeowners since 1983. The company offers a comprehensive portfolio of outdoor living products centered around four core categories: (1) Hot Tubs & Swim Spas including Cal Spas (their #1 dealer in the USA), Viking Spas, Marquis Spas (their #1 dealer globally for 30 years), and specialty cold plunge tubs; (2) Saunas spanning traditional steam, infrared, and outdoor models from Finnleo, LeisureCraft, and Westwind Spas; (3) Hearth Appliances including gas, electric, and wood fireplaces plus fireplace inserts and stoves from Heat & Glo, Fireplace Xtrordinair, Amantii, Lopi, and Harman brands; and (4) Fire Pits & Patio Heaters. The company also offers Covana automatic spa covers as an accessory and provides parts and service support. Spa Brokers positions itself as a high-volume dealer offering guaranteed lowest pricing on these branded physical products.

Differentiator

Problem solved

Functional benefit

Products and services

• Hot Tubs & Spas

Quantifiable outcome

• #1 Cal Spas Dealer in USA
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Cal SpascoreChannel Partner/ Reseller/ Distributor · 1 January 2010Spa Brokers is the #1 Cal Spas Dealer in the USA since becoming a dealer in 2010. They are the highest volume Cal Spas dealer in the country, enabling them to offer competitive pricing to customers.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Lowe's: Lowe's is a national home improvement retailer that competes in adjacent categories (fireplaces, stoves, patio heaters, saunas) and represents the kind of broad-line scale player whose pricing and online reach pressure specialty dealers.
• Home Depot: Home Depot is a national big-box retailer that sells hot tubs, saunas, fireplaces, and stoves online and in-store. Competes with Spa Brokers on the broad home-improvement product set, though without the specialty dealer service model.

Others

• Hearth & Home Technologies: Hearth & Home Technologies is the parent manufacturer of Heat & Glo, Heatilator, Quadra-Fire, and Harman brands — a major fireplace and stove supplier whose brands Spa Brokers carries. Ecosystem supplier relationship to the subject company.
• Finnleo: Finnleo is a manufacturer of traditional and infrared saunas distributed through specialty dealers including Spa Brokers. Comparable as a manufacturer/supplier partner within the sauna category.

Direct peers

• Hot Spring Spas (Watkins Wellness dealer network): Hot Spring Spas operates a national franchise-style dealer network selling premium hot tubs and spas directly to consumers through showroom-based retail. Highly comparable multi-brand, multi-showroom specialty retailer model serving affluent homeowners, the same end-customer as Spa Brokers.
• Jacuzzi (brand-owned retail and dealer network): Jacuzzi operates brand-owned and franchised retail for hot tubs, swim spas, and saunas. Overlaps with Spa Brokers on premium hot tub retail, full-service installation, and aftersale service; broader brand scale but comparable category.
• Caldera Spas (dealer network): Caldera Spas sells premium hot tubs and spas through an authorized dealer network with showroom-based retail and service support. Directly comparable mid-to-premium hot tub retail model with manufacturer-dealer relationships analogous to Spa Brokers' Cal Spas franchise.
• Bullfrog Spas (dealer network): Bullfrog Spas sells premium spas through authorized dealers with showroom retail and full-service installation. Comparable premium-brand, dealer-led retail model targeting the same affluent homeowner buyer.
• Master Spas (dealer network): Master Spas distributes through a network of independent dealers selling premium hot tubs, swim spas, and cold plunges via showrooms. Directly comparable specialty hot tub/sauna retail model with similar manufacturer-dealer economics.

Emerging players

• Plunge: Plunge is a direct-to-consumer brand selling premium cold plunges and saunas online. Emerging DTC entrant targeting the same affluent at-home wellness buyer that Spa Brokers courts, bypassing the showroom model entirely.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@scottchandler4111
• Facebookfacebook.com/Spabrokers
• Instagraminstagram.com/spabrokers
• LinkedInlinkedin.com/company/spa-brokers-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spa Brokers