What New Bath Today does

New Bath Today is a U.S. residential bathroom remodeling specialist focused on the wet area of the bathroom, operating as a subsidiary of SageHome Brands since its 2016 founding. The company delivers six core service lines: shower replacement, tub-to-shower conversion, bathtub replacement, walk-in tubs, full bathroom remodels, and aging-in-place modifications. It uses custom-manufactured materials installed by certified local teams, with most projects completed in one to two days, in contrast to the multi-week timelines typical of general contractors.

The business runs a sales-led, direct-to-consumer go-to-market model. Customers initiate contact via a national phone line (888-499-9294), website form, or SMS; a design consultant then conducts a free in-home consultation to measure space, present material samples, and provide a project-based quote. Pricing is quote-based and not publicly standardized, supported by a multi-tier consumer financing offering (0% deferred interest, low monthly payments, deferred payment plans) and a current $1,776-off promotional offer with no payments until 2027. A dedicated Veterans program supports VA HISA Grant-funded accessibility modifications.

New Bath Today serves primarily residential homeowners, with explicit sub-segments including aging/senior homeowners and veterans. It has served 25,000+ customers and operates local certified installation teams across 100+ cities in at least 18 U.S. states spanning the South, Midwest, West, and Northeast. Customer trust is evidenced by a 4.7-star Trustindex-verified Google rating, BBB A+ accreditation, GuildQuality Service Excellence recognition, and inclusion in the 2025 Qualified Remodeler Top 500. Revenue, headcount, and ownership/financial structure beyond the SageHome Brands parent are not publicly disclosed.

Name

New Bath Today

Legal name

New Bath Today

Website

https://newbathtub.com

Company type

Private

Founded year

2016

Operating status

Operating

Short description

New Bath Today is a U.S. bathroom remodeling specialist focused on wet-area upgrades (showers, tubs, walk-in tubs, aging-in-place modifications), serving residential homeowners across 100+ cities via custom-manufactured materials and 1–2 day certified installations.

Ownership category

akta.pro rank

Product category

Bathroom Remodeling Services

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (23822)

akta.pro primary industry

Full Bathroom Remodel (Design-Build) (HSAPABAA)

akta.pro secondary industries

Shower Remodel & Installation (Walk-in, Tile, Glass Enclosures) (HSAPABAB), Bathtub Replacement & Tub-to-Shower Conversions (HSAPABAC)

Keywords

• Bathroom remodeling services
• Shower replacement
• Walk-in tubs
• Tub-to-shower conversion
• Aging-in-place remodeling

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Bathroom Remodeling Products and Installation: One-time product sales and professional installation services for showers, bathtubs, tub-to-shower conversions, and walk-in tubs. Revenue generated from individual project-based transactions with financing options available to support customer purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

New Bath Today is a bathroom renovation specialist focused exclusively on the wet area of the bathroom. It sells and installs custom-manufactured showers, bathtubs, walk-in tubs, tub-to-shower conversions, full bathroom remodels, and aging-in-place accessibility upgrades, with most projects completed in one to two days by certified local installation teams operating in 100+ U.S. cities.

Product overview

New Bath Today is a bathroom remodeling company that offers a portfolio of complementary products and services centered on wet-area bathroom transformations. The core offering consists of six distinct service lines: Shower Replacement, Tub-to-Shower Conversion, Bathtub Replacement, Walk-In Tubs, Full Bathroom Remodel, and Aging-in-Place Remodeling. All products use custom-manufactured materials installed by certified local teams, with most installations completed in one to two days. The company positions itself as a one-stop solution for bathroom upgrades, from targeted component replacements to complete remodels, with financing options and VA grant support for eligible customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Shower Replacement Modern, stylish, and low-maintenance showers that transform the bathroom, using custom-manufactured materials installed by certified teams, typically completed in one to two days. Targeted at residential homeowners seeking a faster bathroom upgrade.
• Tub-to-Shower Conversion Replaces outdated bathtubs with spacious, easy-access showers to improve bathroom accessibility and safety. Designed for homeowners, including seniors, who want a safer, more functional upgrade.
• Bathtub Replacement Custom-manufactured bathtubs designed for comfort, relaxation, and timeless beauty, professionally installed as a replacement for an existing tub. Targeted at residential homeowners.
• Walk-In Tubs Safe and accessible walk-in tubs with advanced features for comfort and peace of mind, designed for individuals with mobility concerns and seniors seeking to age in place.
• Bathroom Remodel Complete bathroom transformation using custom-manufactured materials and professional installation, with most full remodels completed in less than a week. Targeted at residential homeowners wanting a full upgrade.
• Aging-in-Place Remodeling Safety and comfort features that support independent living for seniors, including grab bars, seating, and low-threshold entries, integrated into bathroom wet-area projects.

Quantifiable outcome

• Installation completed in 1-2 days for most shower and tub projects
• +2 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• SageHome Brandsparent companyOthersParent company of New Bath Today. SageHome Brands owns and operates the New Bath Today brand as part of its portfolio of home improvement companies.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Re-Bath: Re-Bath is a national bathroom remodeling franchise offering complete bathroom remodels with a similar product portfolio (showers, tubs, walk-in safety options) and a comparable in-home sales process targeting residential homeowners.
• BathWraps: BathWraps manufactures and installs custom acrylic bath and shower wall systems, walk-in tubs, and accessibility-focused conversions, competing head-to-head with New Bath Today on product, installation speed, and aging-in-place positioning.
• Bath Fitter: Bath Fitter is the most direct competitor to New Bath Today, offering custom-manufactured acrylic bath and shower liners installed in as little as one day, with a national direct-to-consumer sales model and in-home consultation process that closely mirrors New Bath Today's approach.
• Safe Step Walk-In Tub: Safe Step is a walk-in tub specialist with a national direct-sales model focused on accessibility and senior safety, directly overlapping with New Bath Today's walk-in tub and aging-in-place product lines and senior homeowner segment.
• Luxury Bath Technologies: Luxury Bath is a bath and shower remodeling franchise that sells one-day installed acrylic and composite bath and shower systems, with comparable financing-driven direct-to-consumer marketing targeting the same residential and senior homeowner segments.
• Bath Planet: Bath Planet is a bathroom remodeling franchise specializing in acrylic bath and shower conversions and replacements, with a one-day installation pitch and a multi-state dealer network that directly competes with New Bath Today's offering and footprint.

Broad incumbents

• Home Depot Bath Installation Services: Home Depot offers bath and shower installation services through its Installed Sales program, providing a national scale alternative for homeowners seeking one-stop procurement plus installation, and competing on convenience and brand trust rather than specialized wet-area speed.
• Lowe's Bath Installation Services: Lowe's offers bath remodels and walk-in tub installation through its installed services program, providing a national, big-box alternative to specialty remodelers like New Bath Today with comparable financing and accessibility product offerings.
• Kohler Walk-In Bath: Kohler is a major plumbing fixture and bath brand that sells walk-in baths and shower products through a national direct-to-consumer program, competing with New Bath Today in the walk-in tub category while operating a much broader kitchen/bath portfolio.
• American Standard Walk-In Tubs: American Standard is a legacy plumbing and bath fixtures brand offering walk-in tubs and accessible bathing products, competing with New Bath Today in the accessibility segment while serving customers through dealer and retail channels well beyond bathroom renovation services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@NewBathToday
• Facebookfacebook.com/Newbathtoday
• LinkedInlinkedin.com/company/new-bath-today
• Instagraminstagram.com/new_bath_today

Revenue estimate

Valuation estimate

Number of profiles

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 New Bath Today