Poolwerx has had an exceptional two years says CEO Nic Brill.

“We’ve just tipped over $150 million revenue and are already well on our way to exceed that. We expect to hit $300 million within 18-24 months.”

The figures reflect overall sales growth of 50 per cent across the last five years. Over the last 12 months alone the rise has been an impressive 21 per cent – partly due to Covid. And this year looks set to reach similar levels.

Poolwerx is a traditional hub and spoke model of retail outlets and mobile technicians. It operates a tiered system, so there are different entry points. A mobile franchise partner can for instance build up a business, expand with more vans, invest in a retail store and create their own hub and spoke model. 

Franchise partner business growth

Sales have risen by at least 10 per cent in the mobile sector in the last six months.

Cassie Thompson, mobile franchise partner, Poolwerx Ellenbrook, Western Australia, says the business has grown significantly from the six clients they inherited when they started out in July 2022.

“We are now sitting at 53 regular clients and countless casual clients and the phone and emails never stop.”

New commercial division

In retail over the same six month period growth has been exponential, with the new specialised commercial opportunities driving extra business.

Multi-unit franchise partners Natalie and Jason Sims operate Poolwerx retail stores in North Brighton, Kings Park and Morphett Vale, South Australia. 

“The commercial service is a focal point for us at the moment. This has a different pulse from the domestic business and the specialist commercial division in Poolwerx has been a massive help,” Jason says.

Optimising the potential

Poolwerx maximised the potential of a burgeoning sector as Covid restrictions refocused everyone’s attention on their homes and gardens.

“There’s been so much investment in pool building and backyards over the last couple of years. That growth has caused our overall market to expand and we are able to sell more territories,” says Nic.

Now in the current economic environment with cost of living pressures, people will continue to stay at home, he predicts.

“The growth will be in servicing and supplying DIY as the increased number of pools hit the ground in the next six months. In addition, as people stay at home, converting pools to a mineral experience will further boost the industry.”

At Poolwerx tech is a driver for growth

New technology is also driving the market. There is a growing demand for mineral pools and the very latest trend is for freshwater pools.

These demand different maintenance products and methods, he points out, which is challenging for home-owners.

“Because it’s becoming more technical there is more demand for servicing and people are visiting a pool shop for the right advice. Our franchise partners can help explain how to do things efficiently.”

The franchisor invests time and effort into training staff and franchise partners.

Natalie says “We train our staff consistently and develop all team members through Poolwerx training. Pool maintenance seems quite straight forward but as you get more involved there is a lot of complexity. Our people are knowledgeable and deliver the results.”

For mobile franchise partners like Cassie educating clients about maintaining their pool between visits helps build trust.

“It’s important to us that we build a relationship and experience with each individual, who trusts us in their personal space with an important part of their home investment.

Poolwerx brand built on trust

“Poolwerx is recognised as a well-known brand and tends to rank number one in pool servicing or similar searches, giving us an advantage,” she says.

The Poolwerx reputation is based on 30 years’ heritage; it is a brand that customers can rely on. 

Surveys and direct feedback validate the customers’ trust, which is echoed at a strategic level.

Investment reflects confidence

A substantial investment from Norwest, a business that has backed Uber and Spotify, is a stamp of approval for the Aussie pool care chain. 

“We have three to five years heavy investment into the market to help us grow even faster,” explains Nic. “We have the same growth rate predictions now because we are confident in the economic period.”

While the brand has expanded into New Zealand and the US, there’s a strong focus on developing the domestic market right now.

Multiple avenues for growth

“We see growth with existing partners, and we see new growth with new partners in mobile and retail and acquisitions and conversions.

“There are multiple avenues to grow which is good for existing partners. There has been a substantial amount of interest in top tier opportunities,” reveals Nic. “We are always looking for growth-minded individuals as franchise partners.”

Overall the existing network same stores are growing at mobile and retail levels.

“Through the GFC Poolwerx continued to grow. We’ve got the backing of Norwest. We have a strong foundation of partners, our network sentiment is positive,” says Nic.

“The last six months has been good, January is strong, we’ve got our tail up and we’re very positive.”