Tom Reynolds – A voice for all: Why we became the Bathroom Association

Following the major announcement at InstallerSHOW that the BMA is rebranding as the Bathroom Association, chief executive Tom Reynolds explains what this means for the sector.

When the Bathroom Manufacturers Association was formed in 2001, the mission was clear: give bathroom manufacturers a voice and a platform to raise standards and shape policy. Over 2 decades, we have done just that – building influence with Government, guiding members through crises like COVID, and fostering innovation through landmark moments like the Windsor Declaration.

However, as the sector evolves, so does the need for representation. It has become increasingly clear that improving bathrooms requires more than just manufacturers around the table. It requires everyone involved in the value chain to address the complex journey behind the creation of every bathroom.

That’s why we’ve become the Bathroom Association.

Behind every bathroom is a system and a network of designers, manufacturers, retailers, suppliers, merchants, distributors, plumbers, builders, installers, and regulators. Each plays a vital role in delivering a safe, efficient, beautiful space for the end user. But too often, they operate in isolation, unaware of individual stakeholders’ challenges. That fragmentation can breed inefficiencies, slow progress, and hinder innovation and growth.

We’ve seen it in the confusion over Regulation 4 certifications, the inconsistent enforcement of standards, and the slow adoption of groundbreaking water-efficient products. Not because the knowledge or tech isn’t there, but because the communication and unity of the entire sector isn’t.

Our new identity is designed to fix that and ensure that all stakeholders involved in delivering a bathroom are connected and united. Whether that means architects having clarity on regulations and standards, supporting training for installers or continuing our manufacturers’ access to intelligence, the association stands to deliver on shared goals.

Joining forces for one voice

As the Bathroom Association, we are the home for all who contribute to creating bathrooms in the UK – whether public or private, commercial or domestic. We’ve broadened our scope to bring the whole supply chain into one powerful community, bound by a shared vision: better bathrooms for people and the planet.

Our aims remain the same: lowering our environmental impact, achieving better-designed and installed bathrooms for end users, and creating a thriving workforce and supply chain.

Our new tagline is: 'Insight. Influence. Impact.' and it captures what we offer.

Insight through our research, data, and market intelligence to help businesses grow.

Influence through our work, shaping standards and informing policymakers.

Impact by delivering meaningful change on sustainability, public health, and sector growth.

We’ve already started building those bridges between sectors, roles, and responsibilities, and we’ve seen how much faster progress becomes when we move together.

If you’re involved in designing, delivering, or maintaining bathrooms in the UK, we want you in the room. When we unite behind shared challenges, from water efficiency to skills shortages, we can achieve more and do it faster.