Poolwerx Corporation Pty Ltd

Supporting Pools and People Across the Globe

Facilitating franchise success with expertise, technology, and strategic expansion

Today, the average pool owner has a plethora of support options at their disposal. So building a recognizable identity that sticks with customers is the best way for a company to position itself as a trusted leader in the industry. 

Currently, the pool industry is experiencing the emergence of yet another trusted leader, a franchising giant named Poolwerx, whose strides have taken it from the Australian and New Zealand markets into U.S. territory. 

The company’s expanding footprint through targeted franchise growth in key markets has resulted in established partnerships with reliable vendors at home and overseas. 

Poolwerx leaders are also leveraging technology and human capital to streamline operations and enhance customer service and franchisee support.

This franchise heavily invests in thorough training programs to equip franchisees with the technical, business, and customer service skills necessary for success. 

This means access to highly qualified teams of support professionals with hands-on experience in the majority of pool management practices. 

This comes alongside a robust framework that supports new franchisees with comprehensive marketing strategies, recruitment, and local community engagement. 

Poolwerx franchisees also have access to ongoing support, including business coaching, regular check-ins, and troubleshooting assistance, ensuring they feel confident and capable of driving success at their locations.

Whether it’s through developing local marketing strategies, optimizing customer experiences, or constantly refining operations through data analysis and performance tracking, the aim is to build a loyal customer base that values both the products and services.

Without a doubt, Poolwerx is a network of thriving franchisees, each contributing to a growing brand that remains at the forefront of the industry—delivering exceptional service, driving innovation, and creating backyard memories for families everywhere.

Rooted in Professionalism, Growing with Technology

Founded in 1992 by John O’Brien, Poolwerx began with a strong commitment to service and innovation. Since then, it has rapidly become a leader in the pool care industry, both in Australia and the United States. 

The franchise’s approach goes beyond providing simple pool maintenance; it offers an entire ecosystem of support to its franchisees, ensuring they are equipped with the knowledge, resources, and ongoing guidance necessary for long-term success.

As Poolwerx continues to expand its footprint, particularly in the U.S. market, the company’s growth trajectory is backed by a strategic focus on strong partnerships, franchisee support, and the integration of modern technology.

It does this all while maintaining its core mission of promoting health and well-being through pristine, safe swimming environments. 

The franchise’s tagline: “For Healthy Pool People” is an important positioning piece for the franchise because it captures a broad approach that no one else takes in the pool space.

As a company, Poolwerx focuses heavily on factors like superior filtration, sanitization, chemical reduction, and water & energy conservation, and that brand positioning has certainly been going well.

“We’re at 300 franchise territories in Australia and New Zealand and heading towards 350 territories globally. We’re getting closer to breaking our $200 million revenue mark during COVID,” says Poolwerx Australia Chief Executive Officer Nicholas Brill.

Year after year, the company has achieved consistent growth, even during the COVID-19 pandemic. The company has experienced a 10% annual growth rate since its inception, a testament to its resilience and strong business model.

What makes Poolwerx particularly unique is its strategic approach to expanding into new markets. 

Initially focused on the Sunbelt region of the U.S., including states like Florida and California, Poolwerx has more recently ventured into northern territories like Minnesota. 

Surprisingly, these northern markets—often overlooked by the pool care industry—have shown tremendous growth potential. 

With less competition and a sophisticated business model, Poolwerx has successfully established itself in these regions, providing clients with reliable and professional service.

A key component of Poolwerx’s operational success is its investment in technology. In an industry where technology has often lagged, Poolwerx has made significant strides in modernizing its systems.

The company has rolled out a unified technology stack across its global operations, beginning with Australia and New Zealand, with plans to implement it in the U.S. soon.

Superior Franchise Support and Standards

One of Poolwerx’s primary objectives is to set up its franchisees for success from day one. However, before day one, prospective franchisees have a definite standard they must meet before they’re considered.

“We look for strong business leaders who come from a corporate environment and have worked their way up and are looking to further their career and expand their skills into their own business… someone who’s, who’s going to come into the business and be very, very hands-on,” Brill explains.

The company’s standard does a fantastic job of embedding already entrepreneurially spirited individuals into communities where they can be truly local providers of choice.

Poolwerx has established comprehensive training programs across both Australia and the U.S. to ensure new franchisees have all the tools they need to operate successfully. 

“We plug in all our resources, training, and ability, to help franchises scale to a fully-fledged and well-performing business within their first term,” Brill states.

The onboarding process, called “Pool School,” takes franchisees through an intensive three-week induction that covers all facets of running the business.

The training, which takes place in purpose-built facilities housing real-life pools, provides hands-on experience. Franchisees learn the technicalities of pool care, including water chemistry, hydrology, and electronics. 

Beyond the technical side, Poolwerx offers thorough business coaching to help franchisees create robust business plans. 

Franchisees are also introduced to Poolwerx’ marketing approach, which includes multi-layered national, regional, and local strategies. 

“We’re helping to build out that local area marketing plan and making sure franchisees are tuned into all the right support people and resources they need to go further, “ Explains Poolwerx USA Chief Executive Officer Andrew Kidd.

The company handles the national marketing efforts, coordinates retail initiatives, and equips franchisees with the tools and training to capitalize on local community engagement.

The program also includes HR training focused on recruiting the right team members to support a scalable organizational structure.

This all falls within Poolwerx’ “Forming Good Habits” program, a year-long initiative designed to support new franchisees as they navigate their first year in business. 

This program ensures franchisees not only become competent in the essential skills needed for pool care but also develop the business acumen necessary for long-term growth. Regular check-ins—weekly or monthly—help track progress and offer guidance to overcome any challenges that may arise.

Coaching and Strategic Partnerships for Future Growth

The company maintains a team of in-field consultants, known as franchise business coaches in the U.S. and regional operations managers (ROMs) in Australia. 

These industry-savvy experts offer personalized coaching to help franchisees succeed in their local markets. Unlike generic business coaches, Poolwerx’ consultants possess deep knowledge of the pool industry. 

They understand the specific levers, such as increasing margins, managing costs, and optimizing local marketing, driving success. 

The franchise business coaches conduct monthly and quarterly reviews to evaluate business performance, identify opportunities, and help franchisees pivot when necessary. 

In addition to personal coaching, franchisees also have access to virtual support through video calls, allowing them to troubleshoot operational challenges in real time. 

Poolwerx’ team, based in Australia and the U.S., is available to assist with diagnostics and offer solutions, ensuring franchisees are never left without support, no matter where they are located.

Poolwerx’ ability to deliver exceptional service is also rooted in its long-standing relationships with key partners. Fluidra, a global leader in pool equipment, has been a vital partner for Poolwerx for over 30 years. 

This partnership spans the Australian, New Zealand and U.S. markets, providing franchisees with high-quality, reliable products to offer their clients.

In addition to Fluidra, Poolwerx works with various country-specific vendors to meet the diverse needs of its franchisees. 

However, the global partnership with Fluidra remains the cornerstone of Poolwerx’ success, offering a consistent and reliable source of equipment and technology to support the business.

As Poolwerx continues to expand, the company has its sights set on significant milestones in the coming years. In the U.S., Poolwerx is focused on reaching 300 territories, with plans for each territory to eventually open a retail location. 

With over 800 vacant territories still available across the U.S., the growth potential is enormous.

Despite its rapid growth, Poolwerx remains committed to its core mission: providing the healthiest possible water for families to enjoy, and creating backyard memories that last a lifetime. 

With its innovative approach, robust support system, and clear vision for the future, Poolwerx is poised to remain a dominant force in the pool care industry for years to come.

AT A GLANCE

Poolwerx Corporation Pty Ltd

What:  A premier pool supplies and maintenance franchise.

Where: Operates over 300 franchise territories in Australia and New Zealand and is rapidly expanding in the U.S.

Website: www.poolwerx.com.au

PREFERRED VENDORS