Ideal Heating, the UK’s number one heating brand, has launched That’s ideal – a brand ethos that champions high performance, simplicity of install, ease of maintenance and market-pioneer support for installers and homeowners.
More than a slogan, That’s ideal is a recommitment to the things that have set Ideal apart for over a century: smart design, straight-talking service, and doing things right for its customers.
Whether it’s boilers or heat pumps, technical support or training courses, Ideal’s message is clear — if it isn’t simple, built to last, and backed by people who care, it isn’t Ideal.
Marketing Director’s words
“At Ideal, we’ve always believed heating should be easy, reliable and properly supported,” said Shirin Kemp, Marketing Director at Ideal Heating.
“From launching the UK’s first loyalty scheme for installers, to introducing longer, industry-leading warranties - and creating the easiest-to-fit boilers on the market - we’ve always done things the Ideal way.”
“That’s ideal isn’t a reinvention - it’s a reminder of who we are, what we stand for, and where we’re going next.”
Building On a History of Firsts
That’s ideal acts as a quality stamp across everything Ideal touches
Already part of Ideal heating’s DNA, That’s ideal acts as a quality stamp across everything Ideal touches - it runs through everything the brand does, from accredited training in over 30 UK locations, to products designed to be easy to install and built to last.
It’s in the way every boiler is tested to the highest standards before it leaves the factory. It’s in the expert support available 364 days a year. And it’s in the loyalty scheme that offers real rewards with no ceiling.
This brand ethos is a promise — to keep doing the things that matter most, and to keep raising the bar for customers, installers, and the future of heating.
Ideal Increases Investment
This renewed focus comes as Ideal ramps up its investment in the UK’s low-carbon future, including a £60 million investment into a state-of-the-art Technology Centre and accelerated heat pump production in East Yorkshire
The launch of That’s ideal is just the start. In the coming weeks and months, Ideal Heating will announce a series of new customer-focused initiatives, including a new priority service for its Max boilers.
The countdown is officially on for Premier Club 2026 — Ideal’s biggest and most ambitious installer reward experience yet. After taking more than 250 top installers to Dubai in 2024, the next trip promises double the adventure, with a blockbuster two-destination experience spanning Los Angeles and the luxury shores of Los Cabos, Mexico.
Rewarding Trusted Installer Network
With more ways to earn points than ever before — including rewards for installing heat pumps and smart controls — Premier Club reflects Ideal’s ongoing commitment to recognizing and rewarding excellence across its trusted installer network.
“Ideal Heating’s name is built on trust, service, and quality,” added Kemp.
“With That’s ideal, we’re shouting louder about what we already stand for – and putting that commitment front and centre for every customer and installer we serve.”
