Bathmate United Kingdom

What Bathmate United Kingdom does

Bathmate United Kingdom (legal entity: Bathmate Direct) is a privately held, founder-owned direct-to-consumer brand that designs, manufactures, and sells hydro-vacuum penis pumps globally through its own e-commerce storefront at bathmatedirect.com. The company was conceived in 2004 by inventor John Edwin Oakes — a mechanical engineer with 35+ years of automated engineering experience — who developed the world's first water-based penis pump to help a friend recovering from a spinal injury, and was officially launched commercially in 2006 with the original Bathmate Hercules (now branded Hydro7). Products are hand-manufactured in Wakefield, West Yorkshire, using skin-safe silicone, high-strength polycarbonate, and stainless steel, with high-precision robotic injection moulding for select components.

The company's core technology is a patented hydro-vacuum system that uses warm water instead of air to create controlled, evenly distributed negative pressure around the penis, with proprietary comfort ring, bellows, dual-valve, and (in flagship models) handball pump and swivel-bellows features. The product ladder comprises three pump tiers — Hydro7 (entry-level, $99), Hydromax (mid-tier, 35% more powerful, $139.99-$169.99), and HydroXtreme (premium with handball pump and swivel bellows, from $259.99) — each available in multiple size options, supplemented by accessories (shower straps, cleaning kits, vibrating attachments) and an Ultramax supplement line (Flow, Rise, Desire, Prostate, Recharge, Mind) launched in 2024 with a 30-day free trial subscription. The pumps carry a 2-year standard warranty with optional extended warranties (3, 5, 7 year, lifetime) and ship globally with free standard shipping.

Bathmate operates an exclusively direct-to-consumer model with no retail or third-party resellers, marketing through content/SEO, organic and paid social (Facebook, Instagram, YouTube, X), email via Klaviyo, expert endorsements, and an affiliate program through Commission Junction. The company is FDA-registered as a Class II Medical Device (FDA: 3010386378), ISO-certified, and registered with the Australian Register of Therapeutic Goods (ARTG: 473365), serving individual male consumers globally with sexual performance, erectile quality, and sexual confidence use cases. The company claims over 1 million customers worldwide, a 4.8/5 review rating across 1,907 reviews, and reports self-reported user outcomes such as 88% one-month satisfaction and 90% reported increased blood flow.

Name

Bathmate United Kingdom

Legal name

Bathmate Direct

Website

https://bathmatedirect.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Bathmate United Kingdom is a privately held, founder-owned direct-to-consumer brand that designs, manufactures, and sells patented hydro-vacuum penis pumps globally via its own e-commerce storefront, serving individual male consumers seeking improved erection quality, sexual performance, and confidence across the UK, US, Australia, and other markets.

Ownership category

akta.pro rank

Product category

Sexual Wellness Devices

NAICS

Toilet Preparation Manufacturing (325620)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Bath & Shower Products (Soaps, Body Wash, Bath Additives) (CRADANAB)

Keywords

• Hydro penis pumps
• Men's sexual wellness
• Erectile dysfunction devices
• Male performance supplements
• Vacuum therapy devices

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Penis Pump Sales: Primary revenue stream from direct sales of hydro penis pumps. Products are sold as one-time purchases with optional extended warranties. Revenue generated through direct-to-consumer e-commerce at bathmatedirect.com, with products shipped globally with free standard shipping on pumps.
2. Supplements (Ultramax): Sales of Ultramax supplement line including Flow (nitric oxide booster), Rise (testosterone booster), Desire (male virility), Prostate, Recharge (sleep formula), and Mind (cognitive support). First 30 days free subscription offer available.
3. Accessories & Add-ons: Sales of pump accessories including shower straps, cleaning kits, replacement parts, timer, holder, comfort inserts, and vibrating attachments. Also includes warranties (3, 5, 7 year and lifetime options).
4. Sexual Wellness Products: Sales of complementary products including vibrators (Edge Pro, Vibe Bullet, VIBE Edge, Hand Vibe), power rings, delay gels (Bathmate Control), jelqing serum (Max Out), and lubricants (Pleasure Lube).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Bathmate designs, manufactures, and sells water-based (hydro-vacuum) penis pumps directly to individual men consumers worldwide through its own e-commerce store, bathmatedirect.com. Its product line spans three pump tiers — Hydro7 (entry level), Hydromax (mid-tier, 35% more power), and HydroXtreme (premium, with handball pump and swivel bellows) — complemented by the Ultramax nutritional supplement range, pump accessories, and complementary sexual wellness items. Products are FDA-registered Class II Medical Devices, ISO-certified, and hand-assembled at the company's Wakefield, West Yorkshire manufacturing facility.

Differentiator

Problem solved

Functional benefit

Brands

• HydroXtreme: Most powerful performance trainer with full pressure control via handball pump. Maximum vacuum strength for men seeking advanced customization and power. Available in sizes 5-11 inches.
• Hydromax
• Hydro7
• Ultramax

Products and services

• Hydro7 (originally Bathmate Hercules)

Quantifiable outcome

• 88% satisfaction rate among users after one month of use
• +5 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Commission Junction (CJ)minorGTM or Marketing PartnerAffiliate and cashback partnership through Commission Junction network. Enables cashback rewards through partner sites like TopCashback. Used for tracking and attributing affiliate sales and customer referrals. Classified as strictly necessary in line with ICO guidance for cashback services.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Roman (Ro): Telehealth men's health brand offering ED treatment, testosterone support, and weight loss. Overlaps with Bathmate on the ED and male performance customer segments but competes primarily via prescription pharmaceuticals rather than mechanical devices.
• Adam & Eve: Long-established adult products retailer selling pumps, vibrators, and sexual wellness items through D2C channels. Overlaps on customer segments and sexual wellness product mix, competing more on breadth and price than on a specific device category.
• Hims & Hers Health: Public telehealth men's health and wellness platform offering ED medication, hair loss, and broader wellness products. Directly competes with Bathmate for the ED/sexual performance use case via oral medications (sildenafil, tadalafil), positioning itself as the modern medical alternative to mechanical pump solutions.

Direct peers

• Encore (vacuum therapy): Manufacturer of vacuum erection devices for ED treatment, including prescription and consumer-grade systems. Closely comparable to Bathmate's medical-device positioning and overlapping customer base of men with ED.
• Eddie by Giddy: Consumer brand selling a wearable ED device marketed as an alternative to traditional vacuum pumps. Competes in the same sexual wellness category with a similar D2C, content-heavy marketing approach targeting men with ED and performance concerns.
• Augusta Medical Systems: Manufacturer of prescription vacuum therapy devices (VED) for erectile dysfunction, including the Osbon ErecAid. Competes in the medical-grade vacuum therapy segment and shares Bathmate's FDA registration positioning and ED clinical use case.
• Penomet: Direct competitor selling water-based penis pumps (also marketed as 'hydropumps') with gaiter-based pressure systems. Closely comparable product technology, target audience, and direct-to-consumer e-commerce model, competing head-to-head for the same hydro pump niche.
• Pos-T-Vac: Long-established US manufacturer of vacuum therapy / ED devices sold through clinicians and D2C. Comparable in regulatory positioning (FDA-registered medical device) and target use case (ED treatment), though distributed through more clinical channels.

Emerging players

• Lovehoney: Large sexual wellness e-commerce retailer carrying a wide range of products including penis pumps, vibrators, and lubricants. Comparable on the e-commerce D2C side and adjacent product categories (Bathmate's vibrators, rings, lubricants), but operates as a marketplace rather than a single-brand specialist.
• Vitality Brands (Prevagen / sexual wellness portfolio): Consumer health brand platform with sexual wellness and men's vitality products, often sold via D2C and retail pharmacy. Comparable on the male sexual wellness supplements/performance positioning that overlaps with Bathmate's Ultramax line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bathmate_hydro
• YouTubeyoutube.com/user/bathmateuk
• Facebookfacebook.com/bathmatehydroseries
• Instagraminstagram.com/bathmate

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bathmate United Kingdom