There probably isn’t a single secret to success when it comes to running a small business. But when considering the success of a longstanding local business like WaterTree, the idea of strong roots come to mind.
For over 85 years, WaterTree has been a fixture of customer service and excellence in water and wellness in the Black Hills. Specializing in hot tubs, saunas and a complete offering of water treatment products which includes water softeners, reverse osmosis systems, water and salt delivery, and a wide range of problem water solutions, it is easy to recognize the company’s true line of business which is improving the health and wellness of its customers. This locally-owned company, now led by Becky and Kirk Jenkins and Aaron Nease, has a rich, multi-generational history, deeply rooted in service and a desire to make life better for its customers.
The story of WaterTree begins in 1939, originally opening its doors as a Culligan dealership. When Becky’s grandfather returned home from World War II he made a life-changing decision that would result in the family moving to the Black Hills. “My grandpa got back from World War II and worked for a Culligan dealership in Illinois,” Becky recounted. “He had the opportunity to either go to California to open a dealership, or come here to Rapid City and take this one over. He was born and raised in California, but didn’t want to raise his family there, so he came here instead. That’s how we got started.”
Becky’s grandfather’s decision to settle in Rapid City began a legacy that would span generations. In 1956, the water treatment company expanded its offering to include swimming pools, and by the late 1970s, hot tubs also became a key part of the business. This portion of the business is what the community knows as The Pool & Spa Center. In 2006, the company rebranded its water treatment and drinking water services to WaterTree. After nearly 20 years of both WaterTree and The Pool & Spa Center logos being on each building, the company is now in the process of rebranding its entire offering under the WaterTree brand — with a logo lovingly designed by Becky and the biblically-inspired name chosen by Becky’s father.
The decision to rebrand was about more than just a fresh look — the colors, the logo, the name — all reflect the company’s evolving focus on wellness. “We wanted a name that reflected what we were doing and how people were starting to view the products we offer,” explained Kirk. “Hot tubs, saunas, drinking water and even water softeners — these aren’t just leisure products anymore. They are wellness products. People have started realizing that this is about taking care of yourself.”
Aaron agreed, “In the early years, people thought of products like hot tubs as fun in the sun, but over the past decade we have seen a significant shift in consumers recognizing the wellness benefits of the products we offer.”
While WaterTree is undoubtedly driven by its impressive selection of products and its commitment to wellness, it’s the company culture that truly sets it apart. When asked what makes WaterTree such a special place to work, Becky, Kirk and Aaron all emphasized the importance of their team. “We get so many compliments from people about their experience with our team. It’s not something we force, it’s just who we are,” Kirk shared. “We’re not perfect, but we always try to do right by people. That’s been a hallmark of this business from the beginning.”
And all three leaders described how WaterTree is a workplace where employees are able to grow and thrive; a place where employees are able to find not just a job, but a fulfilling career.
The roots of this business clearly run deep — growing out of a commitment to improving customer’s lives and a legacy that spans generations. WaterTree is poised to continue to enrich lives and create a supportive, positive environment for both customers and employees. It’s a place where legacy meets service — and where people come first.
Pictured inset left to right: Aaron Nease, Becky Jenkins, Kirk Jenkins
2447 West Main Street
Rapid City, SD 57702
3355 East Colorado Boulevard
Spearfish, SD 57783
mywatertree.com