NEW AG
NEW AG is a municipally owned German multi-utility headquartered in Mönchengladbach, serving the Lower Rhine region with electricity, gas, water, wastewater, public bus transport (43.4M passengers/year), and 8 swimming facilities (1.1M+ visitors/year).
- Company typePrivate
- Founded2012
- HeadquartersMönchengladbach, Germany
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What NEW AG does
NEW AG is a municipally owned multi-utility and public services group headquartered in Mönchengladbach, Germany, serving the Lower Rhine (Niederrhein) region across energy, water, public transport, and leisure facilities. Its core portfolio includes electricity supply to approximately 465,000 customers, gas supply to 203,000 customers, drinking water to 106,000 customers, and wastewater management for Mönchengladbach and Viersen, supported by infrastructure comprising 10,273 km of electricity lines, 4,700 km of gas pipelines, and 54,039 street lighting points. The public transport division (NEW mobil and aktiv Mönchengladbach GmbH / Viersen GmbH) operates 257 buses carrying 43.4 million passengers annually, complemented by the on-demand electric service "Op Jück" and a mobile ticketing app. Eight swimming facilities (NEW Bäder) serve over 1.1 million visitors per year and are DIN ISO 50001 certified.
The business model blends regulated utility revenue (subscription-based electricity, gas, water, wastewater), semi-regulated public transport fares (DeutschlandTicket, EEZY e-tariff), transactional pool admissions and courses, and emerging revenue lines in renewable generation (rooftop PV leasing via Schaffrath partnership), EV charging, LED street lighting modernization, and digital services (Germany's first digital swimming school via Hydrohex). Customer acquisition spans direct-to-consumer digital channels (online customer center, NEW mobil app, NEW Bäder e-commerce), B2G municipal contracts, a referral program (up to €60 per energy referral, €600 combined for PV), and community-driven brand engagement (NEW Musiksommer, KidsCup, Vereinsförderung €130K club funding).
The group operates through wholly owned subsidiaries including NEW Netz (network infrastructure), NEW Re GmbH (renewables), NEW Smart City GmbH (district heating and quarter solutions), NiederrheinWasser GmbH (water treatment), Wasserlabor Niederrhein GmbH (water analytics), and NEW Spark (venture clienting), with approximately 2,700 employees and €76M in annual group-wide investment. Tech differentiation rests on a digital twin infrastructure, an LED street lighting live-tracking map, and the Hydrohex-powered avatar swimming school, while strategic positioning centers on being a "digital flagship" regional utility deeply embedded in the community.
NEW AG firmographics
Firmographics- Name
- NEW AG
- Legal name
- NEW AG
- Website
- https://new.de
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- NEW AG is a municipally owned German multi-utility headquartered in Mönchengladbach, serving the Lower Rhine region with electricity, gas, water, wastewater, public bus transport (43.4M passengers/year), and 8 swimming facilities (1.1M+ visitors/year).
- Ownership category
- akta.pro rank
NEW AG industry classification
Industry- Product category
- Municipal Utility Services
- NAICS
- Utilities (221), Utilities (22), Water Supply and Irrigation Systems (221310), Sewage Treatment Facilities (22132)
- SIC
- Water Supply (4941), Electric, Gas & Sanitary Services (4900), Natural Gas Transmisison & Distribution (4923), Sanitary Services (4950)
- akta.pro primary industry
- Water Supply & Wastewater Utilities Administration (BPAIACAG)
- akta.pro secondary industries
- Residential Natural Gas Sales & Customer Growth (EUAAADAD), Regulated Natural Gas Utility (LDC) Customer Acquisition & Switching (EUAAADAA), Monitoring & Control (Dosing Systems, Remote Monitoring, Sensors) (BPABAJAK), Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)
Keywords
Where NEW AG is headquartered
LocationHeadquarters
- HQ city
- Mönchengladbach
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
NEW AG business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Infrastructure, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Electricity and Gas Supply: Supply of electricity and gas to residential and commercial customers. The company supplies around 465,000 electricity customers and 203,000 gas customers across the region.
- Water Supply: Drinking water supply to approximately 106,000 customers. Water is sourced from local groundwater, treated (CO2 removal, iron/manganese filtration), and distributed across the service area.
- Public Transport (ÖPNV): Public bus transport through NEW mobil and active Mönchengladbach GmbH (MöBus) and NEW mobil und aktiv Viersen GmbH. Covers fares from single tickets to monthly passes (DeutschlandTicket), with 43.4 million passengers annually and 257 buses.
- Swimming Pool Operations: Eight swimming facilities across the region offering sports, wellness, and family facilities. Revenue from ticket sales, subscriptions, and course fees (e.g., digital swimming school at €50). Over 1.1 million visitors annually.
- Wastewater Management: Operation of public canal networks and sewage infrastructure for Mönchengladbach and Viersen, including 32.8 million m³ wastewater volume managed. Provided as a municipal service.
- Waste Disposal: Waste collection and disposal services in Viersen, Grevenbroich, and Jüchen, covering blue, brown, and grey bins.
- Infrastructure Investments: 76 million euros in group-wide investments, including network infrastructure, street lighting, and renewable energy projects.
- Renewable Energy Generation and Leasing: NEW Re GmbH manages regenerative energy generation. NEW also leases rooftop space to Schaffrath for PV installations, producing 1.5+ million kWh/year through rented rooftops — a novel revenue/leasing model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | One-time | Energy Referral Program — up to €60 per successful referral |
| Other | One-time | PV Referral Program — €600 combined bonus for recommender and new customer |
| Unit Pricing | One-time | Digital Swimming School introductory price — €50 per child |
| Unit Pricing | One-time | NEW Trikit Action — football kit sets from €99 |
| Subscription | Annual | Erdgas- and Elektrogemeinschaft annual membership fees |
| Subscription | Pay-as-you-go | Swimming pool entry — family-friendly pricing with free entry for under-6s |
| Usage-based | Monthly | EEZY eTarife NRW — capped at €63/month |
| Subscription | Monthly | DeutschlandTicket — standard VRR subscription |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
NEW AG product offering
Product offeringCore offering
NEW AG is a municipal utility company serving the Lower Rhine (Niederrhein) region of Germany with integrated infrastructure services. It supplies electricity to ~465,000 customers and gas to ~203,000 customers, provides drinking water to ~106,000 customers, manages public canal and wastewater networks for Mönchengladbach and Viersen, operates 257 buses carrying 43.4 million passengers annually, and runs 8 swimming facilities serving over 1.1 million visitors per year.
Product overview
NEW AG is a municipal services company serving the Lower Rhine region (Niederrhein) with a diversified portfolio of utility and public services. The core offerings include NEW Energie (electricity and gas supply for ~465,000 and ~203,000 customers respectively), NEW Netz (managing 10,273 km of electricity lines, 4,700 km of gas lines, and street lighting infrastructure), drinking water supply (~106,000 customers), and wastewater management for Mönchengladbach and Viersen. The public transport division (NEW mobil) operates 257 buses serving 43.4 million passengers annually, including the on-demand service NEW Op Jück and the NEW mobil App for ticketing. Eight swimming facilities (NEW Bäder) serve over 1.1 million annual visitors. The portfolio extends through subsidiaries: NEW Smart City GmbH (smart district solutions), NEW Re GmbH (renewable energy), NiederrheinWasser GmbH (water treatment), Wasserlabor Niederrhein GmbH (water testing), and NEW SPARK (venture client program). Supporting products include the NEW Card loyalty program, NEW-Vereinsförderung (club funding), and NEW-Trikotaktion (jersey sponsorship).
Differentiator
Problem solved
Functional benefit
Brands
- NEW Energie: Energy supply brand providing electricity, gas, and heating solutions
- NEW Netz
- NEW mobil
- NEW aktiv / Bäder
- NEW Card
- NEW Op Jück
- NEW Spark
- NEW Smart City GmbH
- NEW Re GmbH
- NEW NiederrheinWasser GmbH
Products and services
- NEW Energie (Electricity and Gas Supply) Retail electricity and gas supply service for households and businesses across the Lower Rhine region. Customers can quote, switch, and manage accounts via the online KundenCenter; PV systems (NEW EnergieDach) and energy advisory are offered as extensions.
- Drinking Water Supply (Trinkwasser) Municipal drinking water supply service sourcing from local groundwater, treated for CO₂ removal, iron, and manganese filtration, and distributed to ~106,000 customers across four municipalities.
- Wastewater Management (Abwasser) Public canal network and wastewater facility management for Mönchengladbach and Viersen, collecting household and industrial wastewater and routing it to Niersverband treatment plants (Klärwerke Neuwerk and Dülken).
- NEW Netz (Network Infrastructure Operations) Network infrastructure services managing electricity, gas, water, and sewage networks plus public street lighting for the Lower Rhine region; includes the LED modernization program.
- NEW mobil (Public Bus Transport) Scheduled public bus transport across Mönchengladbach, Viersen, and surrounding regions with 257 buses, carrying 43.4 million passengers annually and covering VRR ticketing, single tickets, monthly passes, and the DeutschlandTicket.
- NEW Op Jück (On-Demand Electric Mobility) 100% electric on-demand shared transport service in Mönchengladbach, booked exclusively through the Op Jück app, with dynamic routing and shared rides to virtual stops. Payment processed in-app at the VRR on-demand tariff rate.
- eezy eTarif (NRW Public Transport) Usage-based digital public transport tariff for NRW: check in, check out, pay only air kilometers via QR code in the app, with automatic monthly settlement capped at €63 for unlimited NRW travel.
- NEW Bäder (Swimming Pool Operations) Operation of eight public swimming facilities offering sports, wellness, family recreation, and learn-to-swim courses. Revenue from tickets, subscriptions, and course fees; physical box offices plus the online shop at shop.new-baeder.de.
- Digital Swimming School (Digitale Schwimmschule) Germany's first digital swimming school for children: avatar-led instruction on large screens with pre/post-session guidance via a companion parent app. Designed to address long waiting lists for traditional courses.
- NEW Card (Customer Loyalty Card) Free loyalty card for NEW energy customers offering discounts on events, travel, zoos, sports, and entertainment across the region. Supports acquisition and retention.
- NEW SPARK (Venture Clienting Program) Venture client program connecting startups to NEW's business challenges across strategic areas, offering paid PoCs, regulatory support, access to a large customer base, and paths to long-term partnerships.
- Waste Disposal Services Waste collection and disposal services covering blue, brown, and grey bins in Viersen, Grevenbroich, and Jüchen.
- LED Street Lighting Modernization Service Municipal street lighting modernization service delivering LED conversion projects (currently Hückelhoven, 5,080 fixtures) with online live progress tracking, ~67% energy reduction, and ~25-year fixture lifespan.
Quantifiable outcome
- LED street lighting modernization reduces energy consumption by 67% and saves ~480 tonnes CO₂ annually per project
- +5 more outcomes
Companies that use NEW AG
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles5 records
NEW AG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
NEW AG partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Elektro Frings GmbH (regional electrical contractor)minorElektro Frings GmbH, a regional electrical contractor from the Lower Rhine area, handles the on-site installation work for the LED street lighting modernization in Hückelhoven — 5,080 fixtures to be installed within ~342 days.
- Deutsche Gesellschaft für das Badewesen (German Swimming Facility Association)coreThe association adopted the RespektPommes prevention campaign, originally created by NEW AG for respectful behavior in public swimming facilities. The campaign is now deployed in over 100 public swimming pools across Germany, with the association taking over as the organizational body for wider adoption.
- Schaffrath (Logistikhalle, Mönchengladbach)coreNEW and Schaffrath partnered on a pioneering rooftop PV lease arrangement for electricity generation. NEW rents Schaffrath's logistics roof in Mönchengladbach to install PV panels (producing 1.5 million+ kWh/year, saving ~1,000 tonnes CO₂). A second joint PV installation was set up in Krefeld. Both companies are also co-developing EV charging infrastructure, with 10 ultra-fast (200 kW) and fast (50 kW) chargers deployed at Schaffrath's Mönchengladbach site and additional stations at Düsseldorf, Krefeld, Moers, Neuss, and Langenfeld.
- Hydrohex (Finnish digital aquatics technology company)coreNEW partnered with Finnish company Hydrohex to launch Germany's first digital swimming school for children. The platform uses avatar-based instruction on large screens and a companion app for parents. NEW has worked with Hydrohex for several years on digital aqua fitness formats at schlossbad niederrhein and vitusbad before expanding to the swimming school.
- JAKO (sports apparel manufacturer)minorNEW partnered with JAKO as the equipment supplier for the NEW Trikotaktion, which provides discounted sports kits (trikots, sportswear, bags) to regional sports clubs. JAKO supplies the uniforms which clubs can order with NEW branding through an online shop at preferential rates (e.g., football kit sets from €99).
- Start-ups through NEW Spark Venture Clienting ProgramcoreNEW Spark connects startups with internal business challenges through venture clienting. Strategic focus areas include commodity/customer solutions, networks, water, wastewater, renewables, district solutions (Smart City), transport, and pools. The program offers paid PoCs, regulatory support, access to a large customer base, and potential for long-term partnerships.
- Erdgasgemeinschaft Niederrhein and Elektrogemeinschaft NiederrheinminorProfessional networks of electrical installation companies, gas/water fitting companies, chimney sweeps, and specialist retailers in the Lower Rhine region. Annual full membership fee: €80/year; personal membership: €30/year. Benefits include training, technical information, regulatory updates, and networking events.
Scale indicators22 records
Recent moves9 records
Expansion highlights7 records
NEW AG competitors and assessment
Company assessmentBroad incumbents
- E.ON Energie Deutschland: Germany's largest energy supplier serving retail and commercial customers with electricity, gas, and distributed energy services. Comparable in energy retail and customer-acquisition activities, though at national scale versus NEW's regional focus.
- Stadtwerke München (SWM): One of Germany's largest municipal multi-utility companies providing electricity, gas, district heating, water, and public transport (MVG) in Munich. Comparable to NEW AG as a vertically integrated Stadtwerke serving a defined regional franchise across regulated and competitive utility segments.
- Stadtwerke Leipzig: Leipzig municipal utility providing energy (electricity, gas, district heating), water, and public transport. Comparable German Stadtwerke profile with multi-vertical municipal services and regional franchise.
- N-ERGIE Aktiengesellschaft: Nuremberg-based regional energy utility providing electricity, gas, water, and district heating across northern Bavaria. Comparable as a German regional multi-utility with similar municipal ownership structure and diversified service portfolio.
- Mainova AG: Frankfurt am Main municipal utility providing electricity, gas, water, and district heating. Comparable municipal multi-utility structure to NEW AG with overlapping service lines across energy distribution, water, and heating.
Direct peers
- Stadtwerke Aachen (STAWAG): Aachen-area municipal utility with energy, water, and heating services plus regional public transport through ASEAG. Comparable mid-sized NRW Stadtwerke profile to NEW AG in terms of service breadth and regional scope.
- Stadtwerke Düsseldorf: Düsseldorf municipal utility supplying electricity, gas, water, and operating the Rhine bathing facility and mobility services. Directly comparable to NEW AG as a NRW municipal Versorger with energy/water/transport and leisure assets.
- Stadtwerke Bonn: Bonn municipal multi-utility providing electricity, gas, water, and public transport (SWB Bus und Bahn). Comparable profile to NEW AG with a focus on regional energy supply and ÖPNV operations in NRW.
- RheinEnergie AG: Cologne-based municipal utility providing electricity, gas, water, and district heating to the Cologne region. Closely comparable to NEW AG in scale, scope of services, and Rhine-region multi-utility structure with adjacent NRW operations.
Regional players
- Badenova AG & Co. KG: Regional energy and water utility in Baden-Württemberg (not directly competing in NEW's NRW territory). Comparable as a German regional multi-utility with similar service portfolio across energy, water, and energy services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights7 records
Customer concentration
NEW AG social profiles
Digital presenceNEW AG compliance and trust
Trust signalCompliance2 records
NEW AG financial estimates
Financial estimateRevenue estimate
Valuation estimate
NEW AG leadership team
Management profileNumber of profiles
Profiles13 records
NEW AG subsidiaries and ownership
Company hierarchySubsidiaries8 records
NEW AG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NEW AG M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NEW AG
What does NEW AG do?
NEW AG is a municipal utility company serving the Lower Rhine (Niederrhein) region of Germany with integrated infrastructure services. It supplies electricity to ~465,000 customers and gas to ~203,000 customers, provides drinking water to ~106,000 customers, manages public canal and wastewater networks for Mönchengladbach and Viersen, operates 257 buses carrying 43.4 million passengers annually, and runs 8 swimming facilities serving over 1.1 million visitors per year.
Is NEW AG a public or private company?
NEW AG is a private company. It is classified as state government owned and is currently operating.
When was NEW AG founded?
NEW AG was founded in 2012. It employs 1,001 to 5,000 people.
Where is NEW AG based?
NEW AG is headquartered in Mönchengladbach, Germany, in the Europe region.
How does NEW AG make money?
Eight revenue lines are on record. Electricity and Gas Supply is the primary driver. The others are water Supply, public Transport (ÖPNV), swimming Pool Operations, wastewater Management, waste Disposal, infrastructure Investments and renewable Energy Generation and Leasing.
Who are NEW AG's main competitors?
Broad incumbents on record are E.ON Energie Deutschland, Stadtwerke München (SWM), Stadtwerke Leipzig, N-ERGIE Aktiengesellschaft and Mainova AG. Direct peers are Stadtwerke Aachen (STAWAG), Stadtwerke Düsseldorf, Stadtwerke Bonn and RheinEnergie AG. Badenova AG & Co. KG is listed as a regional player.
Does NEW AG have an API?
No public API is recorded for NEW AG.
What industry is NEW AG in?
NEW AG's product category is Municipal Utility Services. Its primary akta.pro industry code is BPAIACAG, Water Supply & Wastewater Utilities Administration, with a secondary code of EUAAADAD, Residential Natural Gas Sales & Customer Growth. Its NAICS code is 221 and its SIC code is 4941.