A lot of the common stuff has already been covered, filter, water level, trapped air, all good things to check. I’ll throw in one more possibility that caught me off guard.
On my Hot Spring Vanguard, the jets would start strong, then after about 8 to 10 minutes they’d noticeably soften. No surging, no weird noises, just less punch. Turned out the pump was going into thermal protection because flow was slightly restricted. Not enough to shut it down, just enough that as the motor warmed up, it would throttle back a bit.
In my case the filter looked clean, but when I checked the filter pressure and then ran it briefly without the filter installed, the difference was obvious. That told me the cartridge was more “blinded” than it looked. A proper overnight soak fixed it. Rinsing alone hadn’t been cutting it.
Another thing to consider is if your tub has a two-speed pump. Some systems automatically drop from high speed to low after a set time unless you manually reactivate high. It can feel like power loss when it’s really just switching speeds. Check your control panel settings and see if that 10 minute mark lines up with a programmed timer.
If it’s consistent, like almost exactly 10 minutes every time, I’d lean toward either a programmed speed change or heat buildup causing slight motor protection. Random timing usually points more to water level or air.
Does it feel like a gradual fade, or does it step down suddenly like a switch flipped?