When Jason McCullough joined Boca Walk-In Tubs as Marketing Director in September 2020, he stepped into a company with an already remarkable story — one built on innovation, craftsmanship, and a mission to help people maintain independence at home. Four years later, he’s helping lead the brand into new territory, expanding its product offerings, strengthening customer trust, and ensuring that safety and comfort never come at the expense of style.
The Boca story began in the 1990s, when founder Bob was working as a walk-in tub salesperson. Frustrated by the low quality of products on the market, he saw an opportunity to create something better — a safer, more durable tub, fully made in the USA. In 2007, he founded Boca Walk-In Tubs and introduced the industry’s first frameless design, which allowed for a step-in height of less than two inches — half the industry standard at the time. Using ultra-durable marine-grade gelcoat fiberglass and a unique manufacturing process, Boca could deliver a premium product at 30–40% less than typical market prices.
From those beginnings, Boca has reached a series of milestones that shaped its growth. The company took control of its manufacturing process, giving it the ability to oversee every detail — from the frame to the finish — and to deliver faster turnaround and more custom solutions than competitors. It created a hybrid sales model, establishing a certified dealer network nationwide while selling factory-direct in the Southeast. Boca transformed its factory into a showroom that not only displays its own products but also side-by-side comparisons with competitors’ tubs, allowing customers to experience the difference firsthand.
Under current CEO Bruce Hollinger, a tech innovator who founded Macola and WiSys ERP systems, Boca has integrated digital and AI tools into its operations. A fully customized ERP system automates both administrative and factory processes, giving the team unmatched control over production data and efficiency. The company has also expanded its offerings to include walk-in showers made from the same marine-grade gelcoat fiberglass, providing barrier-free accessibility in as little as one day’s installation.
While the company has evolved, McCullough says Boca’s mission remains the same: helping people stay safe and independent at home. “We’ve expanded from tubs to showers, sped up installs, and improved support,” he says. “The core goal hasn’t changed. We’ve just gotten better at delivering it.”
What truly sets Boca apart, McCullough explains, is its complete ownership of the manufacturing and installation process. “Most companies outsource or import. We control every step, which means better quality, faster customization, and fewer delays,” he says. The company’s designs prioritize real-world needs — lower thresholds, deeper soaking tubs, easy-to-use controls — while maintaining a modern, spa-like aesthetic.
Safety is always the foundation. Boca products feature low thresholds, sturdy grab bars, and comfortable seating. Accessibility is built in, with lever handles, unique U-shaped doors, and customizable seat heights. But Boca also delivers beauty — clean lines, sleek finishes, and custom colors that make the bathroom feel like a retreat rather than a clinic.
The customer journey is designed to be seamless. Most people reach out via Boca’s website, a phone call, or a referral. From there, a consultation — in person or virtual — allows the team to understand the customer’s space, safety concerns, and preferences. After a detailed quote and any needed financing, the product is built to order in Georgia, typically within two to six weeks. Boca’s own team handles installation, often in less than a day, and follows up afterward to ensure satisfaction.
Transparency is central to the experience. Customers are often surprised to find competitor tubs in Boca’s showroom for comparison. “Once they see and touch our products, they realize it’s more like a high-end upgrade than a medical device,” McCullough says.
Customization is key. Every tub or shower is built to fit the customer’s needs, whether that means adjusting the door swing, selecting a specific jet configuration, or adding heated seating and aromatherapy. This flexibility is possible because Boca manufactures everything in-house — no long waits for special orders.
Customer feedback drives ongoing improvements. Boca regularly contacts past buyers to understand how their tubs perform over time. That input has led to upgrades like automated self-cleaning motors, improved door latches, and expanded shower options. “It’s a loop that keeps us grounded in real-world needs,” McCullough notes.
Some customer stories underscore just how personal this work can be. One employee, Anna, struggled with severe psoriasis and eczema until using Boca’s MICRO THERAPY system, which improved her symptoms so much she regained the confidence to wear short sleeves. Other customers have returned for second purchases when moving to new homes, unwilling to live without their Boca tub.
McCullough is quick to point out that bathroom safety is often overlooked until a crisis happens. “People don’t want to think about it until after a fall,” he says. “We believe in talking about it early, so people have more options and more dignity.”
From a marketing perspective, Boca leans heavily on real stories and tangible comparisons. “This is often a turning point in someone’s life,” McCullough says. “We focus on control, comfort, and confidence — because that’s what people really want.”
Challenges for prospective customers typically fall into three areas: cost, trust, and uncertainty. Boca addresses these with financing options, a no-pressure sales approach, and personalized consultations that remove doubt about fit and function. The company’s U.S. manufacturing also reassures buyers about quality and accountability.
Looking ahead, McCullough is particularly excited about Boca’s new walk-in shower line. With modern finishes, integrated seating, grab bars, and low thresholds, these products meet the needs of customers who want accessibility without a tub.
If he had to sum up Boca’s value in one message, McCullough says it’s this: “Custom Fit. Full Service. Built for Comfort. Priced for Savings.” It’s a formula that has helped Boca grow from a Georgia workshop into a nationally trusted name — and one that McCullough believes will continue shaping the future of safe, stylish, and life-changing bathroom design.
