Black Diamond Spas Founding Story

Black Diamond Spas was born out of a tough situation. Around 2008, James, the founder, was made redundant from his job at a local joinery firm due to the recession.

While exploring different opportunities for a career, James came across the hot tub industry. They were just gaining popularity in the UK, and they sparked his interest.

With no background in spas but plenty of hands-on experience from the construction world, James decided to sell his car to buy his first container of hot tubs and rented a bit of storage space from his parents’ next-door neighbours.

There were plenty of challenges in those early days but James was determined to make it work. His first time realising he was on the right path came from a simple phone call from someone who had seen a hot tub at their friend’s house and wanted one too.

Over time, word-of-mouth began to grow the business, and James continued to sell more and more hot tubs.

With our own delivery teams, dedicated service staff, and a strong reputation across the UK, Black Diamond Spas continues to grow – but it’s still built on the same values James started with: hard work, genuine service, and always putting the customer first.

Mission and Values

At Black Diamond Spas, our mission is to make luxury hot tubs and swim spas accessible to everyone by offering premium products at truly reasonable prices, this includes partnering with finance companies such as Novuna.

Over the years we have understood the importance of aftersales support and provide a full-service experience. From the initial consultation through viewing, payment, delivery and installation to servicing we ensure every customer feels supported and at ease. We are always available on hand to help. At Black Diamond Spas, it’s about more than just selling a product – it’s about delivering an experience that exceeds expectations and fosters lasting relationships.

We believe in a no pressure approach to sales and we invite all of our customers to come down and try out our tubs and swim spas so you can experience what quality feels like before purchasing.

Hot Tubs

Swim Spas

Accessories

James - Founder

I’ve built Black Diamond Spas from nothing over the last 15 years, so it means a lot to me. It’s not just about selling hot tubs – It’s about getting the right product to our customers at the right prices and creating jobs for our local community, growing the business the right way, and always putting customers first. Even now, I’m still in the showroom or on the phone helping out. It’s all about hard work and improving every year.

Key Milestones

Starting from our humble beginnings at Unit 7 Hayford Way, we’ve expanded to larger premises at Unit 12 Cobnar Wood Close to Unit 1 Stand Park and eventually Unit 3 Wingfield Court, each move reflecting our rapid growth and ambition. With each unit being larger than the last, we now stock a much wider range of hot tubs and swim spas, allowing us to satisfy all customer needs.

Over the years we have used our experience to innovate new models and improve existing models. These improvements stem from a deep understanding of what our customers value – energy efficiency, improved functionality, and long-term reliability.

We’ve added dedicated service and delivery staff to ensure smooth and reliable product installations, as well as expert assistance whenever needed. Additionally, our newest on-take of staff strengthened our ability to provide ongoing support and communicate the value of our offerings effectively. This growth reflects our focus on maintaining excellence at every stage of the customer journey.

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Behind-the-Scenes Insights

One of the best bits of our day is hearing from customers. Whether it’s a quick message, a review, or someone popping into the showroom to say thanks, it always means a lot.

We’ve also had our fair share of funny stories. One repair job we went out to was a blocked circulation pump… caused by a pair of pants. And this has happened more than once! It’s safe to say we’ve seen it all.

We’ve delivered hot tubs to some pretty wild spots too – treehouses, the back of a Land Rover (yep, that’s right), the middle of a pond and to thousands of other places. No two jobs are the same, and that’s half the fun.

When it comes to choosing which spas we sell, we don’t leave anything to chance. James and Jake personally hand-pick every model, using over 25 years of combined experience. Everything from the jet layout to the pumps and control boards is carefully chosen to make sure it’s something we’d be proud to use ourselves. We value our customers massively, we take on board their feedback and constantly improve our products to suit everyone’s needs.

Company Culture

At Black Diamond Spas, everyone is part of the family from day one. We don’t just hire team members — we welcome people into a culture where support, growth, and shared success matter. Through ongoing training and continuous development, every person here has the opportunity to better themselves both professionally and personally. That kind of investment creates a team that’s not only highly skilled, but deeply committed.

It’s this close-knit environment that sets us apart. We trust our people to go above and beyond because they care — not just about the job, but about each other and the customers we serve. That trust and connection is what makes us stronger, more reliable, and consistently able to exceed expectations. When you work with us, you’re not just getting a service — you’re getting the dedication of a team that treats your experience like it truly matters. Because to us, it does.

Future Vision

Our vision at Black Diamond Spas is ambitious yet clear: we aim to have our products on every street in the UK. With our expanding range, we believe we have at least one product for everyone, from Swim Spas, Hot Tubs, Chemicals and filters to new ranges coming soon. While our brand is already widely recognised across the UK, we’re just beginning to elevate our business to the next level. With exciting new products on the horizon, we can’t wait to share them with both new and loyal customers.

We are currently undergoing a massive refurbishment at our new site that will include a state-of-the-art showroom with wet testing available for all of our models.

In addition, we’re expanding our presence through partnerships with local hot tub showrooms nationwide and developing a dealer network that will extend our reach into Europe.

These expansions of our business structure will turn our new site into the central hub for all hot tub and swim spa operations worldwide.

Our Story