In the picturesque landscapes of Southland, New Zealand, a chance conversation between two sheet metal engineers on a mountain bike ride sparked the inception of a brand now renowned for luxury and innovation.
Dan Young and Andrew Horton, the masterminds behind Stoked Stainless, met while working at an engineering firm where they crafted tanks for the wine and dairy industries. Their shared dissatisfaction with existing hot tub options led them on a decade-long journey to create the perfect soak.
The idea sprouted when Horton, seeking relief for his back problems, desired a jet-less hot tub, while Young was disinterested in the prevalent cedar models. Their solution? Leverage their expertise in stainless steel. “We couldn’t find one that fitted what we wanted,” recalls Young. “We also weren’t wood workers. Our expertise was in stainless steel, so we spent a couple of years prototyping our own tubs and trying to make the best one.”
From Hobby to Business
What began as a personal project soon drew attention from friends and acquaintances. “After we built the second or third one, someone came in and said ‘I want one.’ When we got the first cheque, we thought, ‘maybe there are some others who want one, too,’” Young explains. This burgeoning interest transformed their hobby into a serious venture. They outgrew their initial workspace, expanding from a double garage to a larger shed, and eventually, Horton joined Young full-time in 2017.
The transition from crafting a single tub at a time to a streamlined manufacturing process was pivotal. Now based in Wanaka, Stoked Stainless operates a lean production line with a dedicated team of around 16 employees. They can produce up to 24 tubs weekly, a significant leap from their humble beginnings of four per year.
Craftsmanship and Innovation
Despite scaling up, the essence of Stoked Stainless’s design remains rooted in quality and functionality. Their hot tubs are crafted from marine-grade stainless steel and cedar sourced from British Columbia, insulated to ensure energy efficiency. “We do put ourselves at the top of the stainless-steel spa category,” asserts Young, noting that certain aspects of their design are patented.
The company has diversified its product range to cater to various preferences and needs. From the original wood-fired tubs to two-person bathtubs, large above-ground plunge pools, and electric spas, Stoked Stainless continually evolves. “The next thing we’re doing is an ice bath, using cooling units,” reveals Young, highlighting their commitment to innovation.
Expanding Horizons
Luxury lodges have become some of Stoked Stainless’s most esteemed clients, enhancing their appeal through positive word-of-mouth. “The more people who experience them at places like that, the more we sell,” Young notes. This strategy has also spurred their expansion into Australia, with regular shipments now crossing the Tasman Sea.
Recognition of their success came in 2021 when Stoked Stainless was ranked 31st on the Deloitte Fast 50 list. Yet, Young remains grounded. “Yeah, it’s chugging along all right,” he says modestly. “But you’re only as good as your last hot tub.”
Challenges and Rewards
Navigating the rapid growth without external investment has been a formidable challenge. From manufacturing logistics to financial management, Young acknowledges the complexities involved. “There’s a lot to think about, but it has been really rewarding. I still get a thrill out of seeing one of our pools roll out the door.”
Stoked Stainless stands as a testament to how passion and expertise can forge a path to success. From a simple conversation to a thriving business, Young and Horton have redefined luxury soaking with their handcrafted, stainless steel and cedar hot tubs, embodying quality, innovation, and an unwavering commitment to excellence.
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