BainUltra Unveils a New Era of Wellness.

BainUltra announces a comprehensive brand evolution that reinforces its 47-year commitment to wellness through innovative bathing experiences. Guided by owner Jean-Michel Lebeau, who acquired the company in 2023, this strategic renewal sharpens focus on bathing as a fundamental element of personal recovery rather than a simple daily routine.

"Recovery isn't a luxury – it's a necessity," says Lebeau. "We're not in the business of selling bathtubs. We're in the business of creating recovery rituals that transform how people face their world." Lebeau’s background in human-centered technology drives BainUltra's refinement of therapeutic systems that extend beyond relaxation into genuine renewal.

BainUltra pioneered air-jet technology with the ThermoMasseur that has since become the industry standard for therapeutic bathing. Additionally, its patented Geysair^® system delivers continuous warmth that mimics natural hot springs. These innovations stand at the core of BainUltra's Hydro-Thermo Massage^® system, which integrates multiple therapeutic approaches into a single, transformative experience.

The brand renewal includes visual identity refinements and strategic leadership additions, including the return of Kim Frechette as Vice President of Sales. "The market is ready for what comes next," says Frechette. "We're seeing unprecedented demand for meaningful recovery spaces in homes. Our partners are positioned for exceptional growth as we expand our presence across North America. I've returned because what we're building now will transform both the industry and how people recover from their increasingly demanding lives."

"This isn't simply about updating our look – it's about clarifying our purpose," notes the leadership team. "Every immersion is a decision. Not just to escape, but to transform."