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.
