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Fred Bachmann never imagined that a simple construction project would reshape his entire life’s trajectory. The year was 1985, and he was renovating a historic building for a hair salon owner who wanted private hot tub rooms for her clients. What started as finding two hot tubs for a client became the foundation of what would grow into Wisconsin’s premier spa dealership and eventually earn him the industry’s highest honor.
“Our journey began in 1985 when I founded Bachmann Pools and Spas. This year marks our 40th anniversary, a testament to how far we’ve come,” Bachmann reflects on four decades of building something extraordinary from humble beginnings. His German surname literally translates to “a person who stands by water,” and perhaps destiny played its hand in guiding him toward the recreational water industry.
The construction company bearing the Bachmann name had already established deep roots in Madison, Wisconsin, since 1954. When Fred and his brother Al discovered hot tubs, they initially purchased them for personal use and for friends. Pete Papineau, the company’s general manager, recalls those early days: the brothers operated from the construction office with minimal space, one service technician, one salesperson, and Fred’s mother handling the books.
Building Excellence Through Relentless Standards
Fred Bachmann’s philosophy centered on a radical concept for the industry: selling only premium products and servicing exclusively what they sold. This strategy flew against conventional wisdom but proved transformative. The company became the exclusive dealer for Hot Spring Spas, Radiant Swimming Pools, BioGuard Water Care Products, Endless Swimming Pool systems, Tylo Saunas, and Americ Steam Generators.
The decision to maintain such high standards meant turning away potential revenue from lesser brands, but Bachmann understood that long-term reputation trumped short-term profits. His team created fully functional testing environments where customers could experience hot tubs, swim spas, and saunas privately before making purchasing decisions. This hands-on approach eliminated buyer’s remorse and built unshakeable customer confidence.
Revenue growth of 12.3 percent annually and $14 million in total revenue demonstrate the financial success of this quality-first strategy. More importantly, the company accumulated over 15,000 satisfied customers across southern Wisconsin, with locations in Madison and Brookfield, plus a centralized warehouse in Watertown. The pandemic unexpectedly accelerated growth, tripling revenue and doubling workforce size almost overnight.
The Locksin Thompson Award: Industry Recognition at Its Peak
Forty years of relentless pursuit culminated in 2024 when Bachmann received the Locksin Thompson Award, the hot tub industry’s most prestigious recognition given to only one dealer worldwide each year. “For 33 years, this award has been our North Star, pushing us to uphold the highest standards of quality, customer satisfaction, and wellness,” Bachmann explains about the honor that has motivated him every year, since attending his first industry conferences decades earlier.
The award represents more than individual achievement. Bachmann Pools & Spas became the only Hot Spring Spa dealership to win the International Service Department of the Year award twice, a testament to their service excellence. This recognition validated their unconventional business model of prioritizing service quality over volume sales.
Customer testimonials reveal the personal touch that sets Bachmann apart. One customer praised how the owner personally solved complex delivery challenges that other dealers dismissed as impossible. Another highlighted the ongoing support provided years after purchase, with staff offering friendly, knowledgeable advice on water care and maintenance. These relationships extend far beyond transactional exchanges.
Legacy and Vision for Continued Excellence
The company’s success stems from treating service as the primary business rather than viewing it as an afterthought to sales. Fred Bachmann empowers every employee to act as company owners when serving customers, eliminating bureaucratic barriers that might prevent exceptional service delivery. No policy supersedes customer care in their operational philosophy.
Fred’s wife Kiya joined the company 25 years ago and now serves as business manager, creating a true family enterprise with deep community connections. Their award-winning Madison and Brookfield showrooms feature Endless Pools for testing and private spa and cold plunge experience rooms, setting industry standards for customer experience. The new Brookfield location exemplifies Bachmann’s vision of a “gallery of spas” with five swim spas, 23 hot tubs (eight operational), ten saunas, and two cold plunges set at different temperatures for various experience levels. Bachmann’s innovations extend beyond retail excellence. He contributed to developing several now-standard hot tub accessories, including cover removal systems, filter cleaning systems, and swim spa delivery trailer systems. These contributions demonstrate how customer-focused thinking drives industry-wide improvements.
The Locksin Thompson Award represents validation of a business philosophy built on genuine care for customer wellness and satisfaction. Bachmann’s journey from construction contractor to industry leader proves that excellence, persistence, and authentic service create lasting success that transcends mere profit margins.
