12 September 2025
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Go Geothermal Ltd, has announced a partnership with The Merchant’s Choice buying group (TMC), bringing advanced Swedish heat pump technology to independent heating and plumbing businesses across the country.
The strategic trading agreement will see Go Geothermal, work closely with TMC members to deliver market-leading ground source and air source heat pump solutions manufactured by CTC, the renowned Swedish heating systems manufacturer with over 100 years of industry experience.
Darran Burrage, Commercial Director at CTC-UK, commented: “Partnering with The Merchant’s Choice represents an exciting opportunity to expand our reach across the UK market whilst supporting independent businesses in the heating sector. CTC’s innovative Swedish design features, combined with highly advanced, intelligent all-in-one renewable heating solutions, offer exceptional value to both installers and end users.
“We’re committed to providing comprehensive support to all member businesses, and over the next three weeks, I’ll be visiting branches personally to implement point-of-sale materials and deliver essential staff training to ensure our partners can confidently promote and install these industry-leading heat pump systems.”
The partnership will showcase the cutting-edge product range, including the CTC EcoHeat and CTC EcoPart 400 generation ground source heat pumps, which have achieved an impressive COP of 5.04, and the new GSi 12 inverter-driven ground source heat pump achieving 5.22 COP. The air source range features the CTC inverter-driven variable speed Air Source Heat Pump 500M range with a 5.24 COP and the CTC EcoAir 400 range of fixed-speed Air Source Heat Pumps with a 4.6 COP.
Central to the offering is the CTC Energy Flex concept, which allows multiple heat sources, multiple stores, and a multitude of other heating components to be successfully integrated. At the heart of the CTC Energy Flex solution is the CTC EcoZenith, an innovative, high-performance thermal store and intelligent controller, creating an environmentally friendly, economical, and flexible home heating system perfect for both new build and renovation projects.
The Merchant’s Choice was established to support independent enterprises in achieving greater success through enhanced profitability. The organisation recognises the unique obstacles encountered by plumbers’ merchants and bathroom retailers throughout the country and has developed a viable approach specifically designed to increase profit margins for member businesses.
Through partnerships with industry-leading suppliers, technology that provides valuable business intelligence, and a dedicated team of sector professionals, The Merchant’s Choice is committed to prioritising member businesses and the wider industry. The organisation assists members in conducting their procurement activities more efficiently and profitably, working with premier supply partners who have developed market-leading offers that position members at a competitive advantage.
Membership of The Merchant’s Choice delivers enhanced profitability, superior purchasing insights, and access to a network of experienced industry colleagues genuinely invested in business growth and success.
The partnership with The Merchant’s Choice reinforces Go Geothermal’s commitment to supporting independent businesses whilst expanding access to CTC’s advanced renewable energy solutions across the UK, contributing to the national transition from fossil fuel heating systems with proven Swedish engineering excellence.
For more information visit https://ctc-uk.com/?utm_source=heat-pumps today&utm_medium=pr&utm_campaign=sept-2025&utm_content=tmc
