Waterland Products
Creator of the Waterland Tub
In the Beginning
Waterland Tubs was founded by Pete Jansema in 2002.
Pete had been an avid turtle breeder since the early 80’s, but always felt that standard flat tubs weren’t the best choice. He wanted an enclosure where his turtles could lay eggs on dry land and swim in a separate pond.
So in 1982, he developed the first Waterland Tub prototype, made out of wood and plexiglass.
With his two-part turtle tub, he quickly saw improved breeder production. He refined the design through the years, eventually switching to HDPE and creating tubs for different developmental stages.
After continued success, he wanted to give other semi-aquatic breeders the same experience, so he founded Waterland Tubs in 2002 and began selling them online and at trade shows.
The Acquisition
Fast forward to January 2026, Waterland Tubs was acquired by its new parent company, ASP, LLC., and now goes by the name “Waterland Products”.
The name may have changed, but the ever-reliable Waterland Tub will remain the same!
Under ASP, LLC., Waterland Products joins a family of notable animal enclosure brands, including Vision Products, Custom Cages, Custom Aquariums, and Serenity Aquarium and Aviary Services.
Adam’s Specialty Products and its Brands
We don’t just make products, we solve problems!
In the Beginning
What started as a childhood hobby officially became Adam’s Specialty Products, LLC. on February 2nd, 1998. As a 19-year-old college student, our founder began building wooden reptile enclosures. The first generation of our enclosures was born in the basement of his apartment, where he built, sold, and shipped his handmade products under the name Cages By Design.
A shell of a website was launched, and a tiny black-and-white ad in a trade publication was just the beginning. Through the ups and downs, the business gained its footing. Four years later, upon graduation, we built a 3,000-square-foot commercial shop in Neenah, WI, and hired our first employee.
Growth Over 2 Decades
Over the years, Cages By Design evolved into Custom Cages and Custom Aquariums, eventually becoming the premier brands in the industry. We developed Serenity Aquarium and Aviary Services, which now manages over 2,000 service accounts in 40 states. We acquired Vision Products in 2017 and have expanded the product line. And in 2026, we acquired Waterland Tubs.
With our in-house research and design, sales, marketing, and manufacturing teams, the possibilities are endless!
Innovation Through Customer Feedback
All of our core brands are engineered in–house, and we’ve introduced several innovations, including the Friendly Feeder®, H2Overflow®, Stealth Box®, Seamless Sump®, Siphon Stopper®, and many others. To date, we have nearly 30 patents and over a dozen trademarks.
A relentless commitment to quality, standing behind our products, and constant innovation has allowed our company to flourish to over 100 employees and counting. Although we now have over 50,000 square feet of space, state-of-the-art equipment, and a team of expert staff, our principles remain the same—every unit is custom-fit for your needs and built one at a time by our expert craftsmen.
After over two decades of hard work, we are very proud to present this collection of products to everyone, and we look forward to being a part of your pet’s happy and healthy journey!
