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Yeah $10K is a lot of money. But that's the price point of some of the premium quality units- you're looking at ballpark of $7 - 10K, or even more. Plus the costs of site prep, and electrical. Less expensive spas are less expensive for a reason. One is that they cut corners to keep the costs lower. Cheaper components, less insulation, things like that. Need service? Who's gonna do that? Costco, et al, do not service hot tubs. Need advice on water care? For sure Costco won't be able to help you there. You pay more for a good spa, but you get what you pay for, in my Opinion.
There is a BIG difference between a $5K to $7K spa and a cheapo "value" spa. I see others on here touting the requirement to spend $7K to $10K for a "quality" spa. That is not accurate. You CAN get name-brand, high-quality spa's from mfgs such as Hot Springs (Tiger River products) and Jacuzzi (300-series units) and any number of other respectable mfgs. I do agree howevet that MOST tubs under $5K are not worthy and are also often very expensive to run (due to poor insulation)