BainUltra has announced 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,” said 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,” said 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.”
According to the leadership team, the changes are not simply about updating the brand’s look. They are about clarifying the purpose, making every immersion a decision not just to escape but to transform wellness.
