All around the globe, one night a year, millions of people wait with breathless anticipation for the clock to strike midnight, so that the slate can be cleared and the celebration of a brand new year can begin. And with that celebration come a million resolves to renounce the indulgences of the past holiday season and start anew in body and mind.

Since time unknown, this yearly ritual of reflection, cleansing and rebirth has been a vital part of the human experience. But while many consumers may not have the time these days to sit back and reflect upon it, the equally ancient ritual of bathing is an incarnation of this cycle on a smaller scale.

Savvy consumers realize how vital it is in this hectic world to find time to cleanse their inner as well as outer selves, and a whirlpool, air-jet tub or sauna offers the perfect opportunity.

Manufacturers surveyed by KBDN realize how vital it is, too, and are responding by offering a wealth of new technology and a dazzling array of customization options perfect for creating a complete spa-like sanctuary.

Spa-La-La
Stephanie Bennett, president of Diamond Spas, Inc. in Broomfield, CO is encouraged to see that the whirlpool market has evolved, especially on the high end, as home spas become increasingly popular. And, as whirlpools continue to spill out of the master bath and into guest baths and even children’s baths, she believes the demand will only continue to rise.

“We haven’t seen clients shy away from expensive whirlpool systems,” she says. “People are willing to spend money for the ultimate bathing package.”

Shelly Roberts, marketing communications manager for LASCO Bathware in Anaheim, CA, considers the popularity of combined air- and water-jetted tubs and the increasing size and depth of whirlpools to be the newest trends in both the upscale and the mid-level markets. “We’re making baths up to 26" deep now. One in our new series holds up to 200 gallons of water.”

On the increasing popularity of the dual technology, Michael Kornowa, director of marketing for MTI Whirlpools in Sugar Hill, GA explains: “We’re always looking for ways of providing a more holistic experience for the bather. [The water-jetted tubs] provide a deep tissue massage... An air bath is much gentler. It is intended as a light, full-body massage. They are two different types of therapies for different purposes.”

While larger homes and technological advances have added to the appeal of whirlpools, most manufacturers also cite a growing awareness about long-term health as a reason for the expanding market. “Many of our customers will get what we call our ‘ultra therapy’ package,” says Kornowa. “It includes whirlpool, thermal-air massage, chromatherapy and aromatherapy.”

Bennett finds her clients increasingly savvy about whirlpool options. “They know what they are seeking, and are willing to spend the money to achieve a luxury bath environment,” she says.