Tom Reynolds of the Bathroom Manufacturers Association explains why joined-up thinking in bathroom design is vital, and how collaboration across the sector can drive innovation, sustainability, and smarter regulation.
It may be a small space in the grand scheme of a building project, but behind every bath, basin, and bracket lies a vast, intricate network of individuals and businesses. From clients and architects to manufacturers, merchants, plumbers,
and regulators – thousands of passionate people play a role in making bathrooms better in the UK. But all too often, these dots remain unconnected.
That’s where our association is trying to make a difference. As the UK’s most influential bathroom community, our mission is to protect, promote, and progress every facet of bathroom design, delivery and maintenance. And we believe that by joining forces across this fragmented landscape, we can not only raise standards, but shape a future where bathrooms are smarter, more sustainable, and better understood – by everyone from specifier to end user.
The fragmented supply chain behind every bathroom
Let’s start by acknowledging the complexity. A bathroom’s journey involves:
- Architects and designers, specifying layouts and fittings.
- Manufacturers, engineering compliant, innovative products.
- Distributors, merchants, and retailers, ensuring availability across markets.
- Installers and plumbers, whose workmanship must align with regulations.
- Water companies and regulators, who set – and sometimes struggle to enforce – technical requirements.
Each stakeholder plays a critical role, but too often, they operate in silos. The result? Misinformation, delays, missed opportunities, and costly mistakes – especially when it comes to understanding and applying the Water Supply (Water Fittings) Regulations 1999.
The Regulation 4 Dilemma: a case study in disconnection
Consider the issue of water fittings and their suitability for purpose. Defra owns the overarching regulations but relies on regional water companies for enforcement. These water companies, acting as quasi-regulators, vary in how they interpret and apply their responsibilities.
Merchants and retailers, meanwhile, sell water fittings but have limited legal or commercial obligations to check for compliance. Trading Standards – the body meant to offer market surveillance – is chronically under-resourced, resulting in little meaningful enforcement.
Architects, faced with regulatory uncertainty, often fall back on specifying a single certification scheme – most commonly WRAS – as a shorthand for compliance. But WRAS is just one of four equally valid schemes, alongside Kiwa, NSF and BSI, that confirm a product meets Regulation 4. Insisting on only one narrows design choices and slows product innovation.
At the other end of the chain, installers carry some of the greatest regulatory responsibility, but often have the least clarity – a point underscored by the now-infamous AUK1 backflow protection issue, which blindsided much of the industry. And consumers – whether homeowners or commercial clients – are largely unaware of any of it.
This breakdown in communication is holding us all back.
The Innovation Lag: A second case study in disconnection
Elsewhere, showers that use significantly less water without compromising the user experience are now widely available. These products can transform water use in domestic and commercial settings, but they depend on sufficient water pressure to function properly. Without it, consumers risk having a poor experience and rejecting low-flow solutions altogether. To ensure success, specifiers and installers must work together to assess water pressure requirements and, where necessary, include booster pumps in system design. Even more transformative are recirculating showers – a game changer in reducing demand. Yet regulatory ambiguity threatens their uptake. We urgently need collaboration between regulators, manufacturers, and specifiers to clarify compliance pathways and bring this leap forward to market.
Innovation in bathroom technology is advancing rapidly, particularly in the area of water efficiency. Take, for example, the persistent issue of leaky loos – a widespread problem in the UK, exacerbated by our hard water, which interferes with valve seals and creates continuous flow. New flushing mechanisms have been engineered to eliminate this fault entirely. But their uptake is slow, due to a bias in specification and installation towards the familiar. Technological solutions are only part of the answer – we must ensure these innovations are adopted at scale. That means educating architects, specifiers, and installers, and embedding these improved systems into procurement criteria and design standards.
The case for collective progress
Our organisation exists to fix this. By connecting the dots, we’re building a united front that benefits every stakeholder in the supply chain.
- For architects, we provide clarity on regulation, standards, and product certification – making specification easier, faster, and more flexible.
- For manufacturers, we offer the intelligence and access needed to meet demand while maintaining compliance.
- For policy-makers, we deliver evidence-based insight, helping shape regulation that works in the real world.
- For installers and distributors, we support training, communication, and market confidence.
Our work has a real impact. By aggregating market data, supporting innovation, and advocating for intelligent regulation, we drive growth and resilience in a highly competitive global sector. Most importantly, we do this while promoting better outcomes for the environment and the public.
This summer marks a major step forward in our journey. At the InstallerShow at the NEC on 24 June, we’ll be unveiling some developments to streamline communication and drive shared progress across the bathroom ecosystem.
And this September, our annual conference at the Grand Hotel Birmingham (16-17 September) is dedicated entirely to ‘joining the dots’ – with sessions curated to spark collaboration between architects, policy-makers, suppliers, and installers. We want to hear from architects – your role in influencing design decisions and sustainable product choice is more vital than ever. Details are on our website.
Ultimately, the UK bathroom sector stands stronger when we work together.
Whether we’re tackling outdated standards, promoting sustainable products, or driving better public health outcomes, a united bathroom industry is a force for good. Our vision is a future where every stakeholder – including architects – has the insight and influence needed to make better choices, faster.
That’s why there’s no more important place to participate than as a part of our association and community. Because when we connect the dots, we don’t just make better bathrooms. We genuinely build a better world.
Tom Reynolds is chief executive of the Bathroom Manufacturers Association