Therapeutic Delights

Therapeutic Delights

Whirlpools are fast becoming the standard in baths, both for their aesthetic value and their therapeutic benefits, with consumers demanding deeper tubs, luxury and safety features and customization options.

by Kevin Winkler

Indeed, whirlpools offer not only a sense of luxury for the body, but soul-satisfying sustenance, as well. Perhaps that's why each year, public demand increases for these multi-functional tubs. In fact, manufacturers interviewed by K&BDN contend that whirl-pools are fast becoming the standard in baths, for both their aesthetic value and therapeutic benefits.

According to Steve Brey-maier, v.p./sales and marketing for the Adamsville, TN-based Aqua Glass Corp., "A whirlpool is now an expected feature for any new home, particularly in the master bath. It has almost become a price entry in new home construction." Breymaier cites visual appeal, therapeutic benefits and ever-increasing affordability as reasons for consumers' escalating attraction to whirlpools.

"Today's homeowner desires more amenities, so this has a positive effect on the whirlpool industry," notes Phil Weeks, president of the Walnut Creek, CA-based Jacuzzi Whirlpool Bath, who sees a trend toward whirlpool baths in the second bath and guest quarters. "The aging baby boomer generation has a primary influence on this trend. They are in their prime buying years. They're looking for relaxation and comfort in the privacy of their own homes. Whirlpools are an ideal fit."

Marie-France Poulin, executive v.p. for the Quebec, Canada-based MAAX Inc. notes that, "The traditional role of the bathroom is changing, no longer being focused on simply functionality. More and more, the bathroom is going to be transformed into a sort of 'center for health and well-being' where one can get away from it all. Today's consumers want to be able to pamper themselves in a professional manner in the comfort and convenience of their own homes. They are looking for something that will allow them to escape from the worries of the day quickly and effectively."

"Consumers are getting smarter, have instant access to more information about products [via the Internet] and want more options and customization with their bathrooms," asserts Marisue Eisner, associate product manager Bathing Products for Kohler Co.,in Kohler, WI. Breymaier agrees that consumers are becoming more whirlpool savvy, noting that it used to be important that a whirl-pool have as many jets as you could fit into the unit. "Consumers now know that it's not the number of jets but the quality and positioning. Increased numbers of jets only decrease the amount of water flow through each jet, and consumers want the pressure to be there for maximum benefit." 

McCay believes the bathroom is becoming the "living room" of the next century. "Consumers are focused on relaxation and comfort in the bath [and] the privacy of our own home offers an ideal retreat."

"While bathrooms are not necessarily becoming larger, they are definitely packed with more amenities," believes Weeks, noting that Jacuzzi will be introducing some new features this year that will add comfort as well as convenience, including a corner whirlpool bath complete with a 9" television monitor and stereo/CD system. Weeks believes features like this are "quite reflective of lifestyle changes in general. People are designing their bathrooms to encompass total luxury and daily conveniences. While our products offer a place to relax, they can also deliver the day's news during today's fast-paced mornings." Poulin agrees: "Because our modern lifestyles have become so fast-paced and time has become such a precious commodity, today's consumers have expressed a desire to be able to create their own private oases where they can relax and get away from the stresses of daily life. Models offering all the benefits of a spa are the trend for the new millennium."