SpaShop

What SpaShop does

SpaShop is a Dutch direct-to-consumer e-commerce retailer and showroom operator headquartered in Beuningen, Netherlands, specializing in premium home wellness products — spas, swim spas, ice baths, and accessories — primarily reselling the Passion Spas brand. The company serves Dutch residential consumers through a Shopify-powered online storefront (spashop.nl) supported by a physical showroom that anchors a "try before you buy" purchasing model. Founded in 2000, SpaShop operates with 1–10 employees and positions itself as an expert in the wellness category with over ten years of experience. Pricing ranges from €5,490 for entry-level models to €41,990 for premium swim spas, with promotional discounts of 18–22% observed on select SKUs.

SpaShop's product portfolio spans six collections: Pure (entry-level), Signature (mid-tier), Exclusive (premium hydrotherapy), Modern (cubic-design SoftTouch cabinets such as the Serene 2/3/5/6 line launched in 2024), Dynamic (swim spas with River Swim System and Current-Lift Technology), and Fitness (swim spas with rowing capability and Synergy Water Maintenance). Underlying technology is OEM-supplied rather than proprietary to SpaShop, including Passion Spas' award-winning Hybrid Heating (energy-efficient supplement to electric heaters via pump-generated friction heat), Synergy Water Purification System (multi-stage filtration with ozone and UV), Aqua Rolling Massage, Levitation Bed, Therapy Wave Zone, Intense Therapy Zone, and Waterfall Massage. The Eden Mirage model adds Balboa Wi-Fi app control for remote spa management.

The business model is hardware sales on a one-time/perpetual license basis, with no subscription component and after-sales service available via phone and email. Customer evidence points to Dutch residential homeowners purchasing for home relaxation, family wellness, fitness (swim-spa use cases), and hydrotherapy. Marketing relies on SEO-optimized product pages, blog content on physical therapy benefits, newsletter brochure distribution, and the showroom-as-bottom-funnel conversion channel. Geographic reach is single-country (Netherlands only), with no disclosed recurring contracts, enterprise customers, or B2B distribution partners beyond the Passion Spas OEM relationship.

Name

SpaShop

Legal name

SpaShop

Website

https://spashop.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

SpaShop is a Dutch e-commerce and showroom retailer selling Passion Spas-branded home wellness products — spas, swim spas, ice baths, and accessories — directly to Dutch residential consumers via spashop.nl and a Beuningen showroom with a "try before you buy" model.

Ownership category

akta.pro rank

Product category

Spa and Wellness Equipment Retail

NAICS

Health and Personal Care Retailers (456)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro industry

PRIMARYHSAPABAO

Luxury / Spa Bathroom Upgrades (Steam Showers, Saunas, Jetted Tubs)

Home & Personal Services/Residential Renovation Services/Bathroom Renovation & Remodeling

Keywords

• Spa retail
• Swim spa sales
• Hot tub dealer
• Wellness equipment
• Home spa products

Headquarters

HQ city

Rotorua

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Spa and Swim Spa Hardware Sales: SpaShop generates revenue primarily through direct sales of physical spa products, including traditional spas, swim spas, and accessories. Products are sold at fixed retail prices ranging from €5,490 to €41,990, with occasional promotional discounts. The company operates on a one-time transaction model with no subscription component, though after-sales service and parts are available.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

SpaShop is an authorized Dutch e-commerce retailer of premium spas, swim spas, ice baths, and related wellness accessories, primarily featuring Passion Spas branded products. The company sells through its website spashop.nl (Shopify-powered) and operates a physical showroom in Beuningen, Netherlands, organized into six spa collections: Pure, Signature, Exclusive, Modern, Dynamic, and Fitness.

Product overview

SpaShop is a Netherlands-based e-commerce company (Beuningen, Netherlands) operating as the online storefront for Passion Spas, offering a comprehensive portfolio of wellness products including spas, swim spas, ice baths, and accessories. The product portfolio is organized into multiple collections: Pure Collection (entry-level with essential features), Signature Collection (mid-tier with Aqua Rolling Massage and Synergy Water Purification), Exclusive Collection (premium with advanced hydrotherapy including Levitation Bed and multiple therapy zones), Modern Collection (cubic design with SoftTouch cabinet finish), Dynamic Collection (swim spas with River Swim System and Current-Lift Technology), and Fitness Collection (swim spas with rowing capabilities). Core proprietary technologies include Hybrid Heating (award-winning energy-efficient heating), Synergy Water Purification System (filtration, ozone, and UV), Aqua Rolling Massage, Current-Lift Technology (for swim spas), and Levitation Bed. Products range from compact 2-person spas (Heart, Soulmate) to large 9-person spas (Harmony), and from basic models (starting around €5,490) to premium swim spas (up to €41,990). The company also offers complementary accessories including Skimmer Bar and Tablet Holder. SpaShop operates as a Shopify-powered e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Hot Tubs and Spas (Spas collection) Premium hot tubs and spas from Passion Spas for residential home use, organized into six collections (Pure, Signature, Exclusive, Modern, Dynamic, Fitness) and spanning a wide range of seat counts and sizes. Average price point displayed at €4,599. Targets Dutch homeowners seeking home hydrotherapy and relaxation.
• Swim Spas Larger swim spas from Passion Spas designed for residential swimming, aquatic fitness, and dual spa/swim use. Distinct from standard spas in their larger dimensions and swim-current capability. Targets Dutch homeowners seeking at-home swimming and low-impact fitness.
• Ice Baths Residential ice baths from Passion Spas for cold-water therapy, recovery, and wellness routines. Distinct product line from spas and swim spas. Targets Dutch consumers adopting cold plunge / cold therapy practices.
• Spa and Swim Spa Accessories Accessories that complement SpaShop's main spa, swim spa, and ice bath product lines, including covers, steps, chemicals, filters, replacement parts, and other ancillary items. Sold as a separate category alongside the main product lines.
• Pure Collection Entry-level Passion Spas collection. Includes models such as Felicity, Pure 3, Pure 4, Pure 5, Pure 7, and related variants. Targeted at first-time spa buyers seeking premium quality at accessible pricing.
• Signature Collection Mid-tier Passion Spas collection. Includes models such as Signature 1, Signature 2, Signature 3, Signature 4, Signature 5, and related variants. Targeted at buyers seeking a balance of features and value.
• Exclusive Collection Premium Passion Spas collection. Includes models such as Exclusive 1, Exclusive 2, Exclusive 3, Exclusive 4, Exclusive 5, and related variants. Targeted at buyers seeking higher-end features and finishes.
• Modern Collection Modern-design Passion Spas collection with contemporary styling. Includes models such as Modern 1, Modern 2, Modern 3, Modern 4, Modern 5, and related variants. Targeted at design-conscious buyers.
• Dynamic Collection Performance-oriented Passion Spas collection. Includes models such as Dynamic 1, Dynamic 2, Dynamic 3, Dynamic 4, Dynamic 5, and related variants. Targeted at buyers prioritizing hydrotherapy performance.
• Fitness Collection Fitness-focused Passion Spas collection. Includes models such as Ecstatic, Fitness 1, Fitness 2, Fitness 3, Fitness 4, Fitness 5, and related variants. Targeted at buyers seeking spa models suited to active recovery and exercise.

Quantifiable outcome

• Triple layer insulation combined with Hybrid Heating technology makes Passion Spas among the most energy-efficient spas globally
• +1 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature12 records

Partnerships

One partnership is on record.

• Passion SpascoreOEM/ Whitelabel/ Licensing PartnerPassion Spas is the primary brand and manufacturer whose products SpaShop retails in the Netherlands. SpaShop is an authorized dealer offering Passion Spas products including Pure, Signature, and Exclusive Collections featuring proprietary technologies like Hybrid Heating™, Synergy Water Maintenance System, and various massage technologies developed by Passion Spas.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Regional players

• Strong Spas: UK-based premium spa manufacturer also active in European markets. Comparable in product category, with regional concentration in the UK/Ireland versus SpaShop's Netherlands focus.

Direct peers

• Master Spas: Manufacturer of premium hot tubs, swim spas, and aquatic fitness products. Direct comparable in product mix and dealer-driven distribution model.
• Sundance Spas: Premium residential spa manufacturer with a similar product lineup to Passion Spas, distributed via dealer networks. Comparable in target customer (premium residential) and product positioning.
• Vita Spa: Premium spa manufacturer with a wide range of hot tubs and swim spas. Comparable in product mix, dealer distribution, and residential premium customer target.
• Caldera Spas: Premium residential spa brand emphasizing hydrotherapy and energy efficiency. Strongly comparable in product positioning and dealer-led sales model.
• Artesian Spas: Manufacturer of premium hot tubs and swim spas distributed via a dealer network. Comparable in product category and target residential customer profile.
• Bullfrog Spas: Premium spa brand differentiated by patented JetPak technology. Comparable product tier and dealer-based distribution model targeting residential buyers.
• Wellis: Hungarian premium spa manufacturer with a broad product range across hot tubs, swim spas, and saunas. Highly comparable to Passion Spas as a European premium spa brand, with dealers across Europe serving similar residential customers.

Broad incumbents

• Jacuzzi: Iconic global spa brand with a broader portfolio including bathroom fixtures, pools, and saunas. Core hot tubs/spa products overlap directly with SpaShop's offering, but Jacuzzi is a much larger incumbent across multiple home wellness categories.
• HotSpring Spas: Global premium spa brand under Watkins Wellness, the largest hot tub manufacturer in the world. Overlaps directly with SpaShop's premium spa category but operates at much larger scale with broader global distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/spashopnl

Revenue estimate

Valuation estimate

Number of profiles

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 SpaShop