How Poolwerx Became a Global Leader in Pool Services

Poolwerx, the world’s largest pool repair, maintenance and retail franchise with over 400 units across three countries, grew from a small start-up in Australia to a global industry leader. 

Through innovative approaches, a strong franchise model and adaptation to market needs, the brand has established itself as a trusted name in the pool service industry. But how did Poolwerx get to where it is today? 1851 Franchise spoke with CEO Andrew Kidd to learn more of the franchise’s story and where it’s headed next. 

The Origins of Poolwerx

Poolwerx was founded by John O'Brien in 1992 in Australia. O'Brien, who had a corporate background with companies like Cadbury Schweppes and experience in franchising, was seeking his next business opportunity. He explored opportunities across Australia and America, looking for a franchise model that suited his criteria: a disorganized industry with no dominant leader, recurring revenue streams, good gross margins and resilience against internet disruption.

“He wanted an existing industry so he didn’t have to divert attention and effort to educating consumers on their need for something,” said Kidd. “He was looking for something with recurring revenue streams, which supported a robust business model, and something that had good gross margins for the same reason.” 

O'Brien found his inspiration when he was cut off by a run-down pool truck, realizing that the pool service industry lacked professionalism. 

“He thought, ‘If I’m a homeowner or a pool owner, is this the sort of look and feel that I want for someone who’s going to have unrestricted access to my backyard?,’” Kidd said. 

O’Brien acquired an independent pool supply and service business, initially focusing on service, repairs and cleaning. Poolwerx was designed from the start to be a franchise model, with a focus on supporting franchisees to operate within the system and provide a good income and way of life.

In the late 1990s, O'Brien saw that most pool owners actually performed maintenance themselves.  To serve these DIY customers, Poolwerx added a retail component, which helped expand the business and created more opportunities for franchise owners. This change made Poolwerx the leading brand in Australia and New Zealand.

“Adding in the retail stream to help service those DIY clients and be their number one choice when they needed someone at home was a real tipping point,” said Kidd. “It significantly changed the trajectory, not only of the brand as a franchise, but also the opportunities for franchise owners.”

In 2015, Poolwerx expanded into the United States market by acquiring a business in Phoenix, Arizona. The brand spent time understanding the American market, sold its first franchise there in 2017, and later relocated to Dallas to be more centrally located. Poolwerx continued to grow, bringing in employees from the acquired businesses to support its expansion across the U.S.

How Poolwerx Has Evolved While Staying True to Its Roots

Originally called Mobile Pool and Spa Care, the company rebranded to Poolwerx and added the tagline “For Healthy Pool People” to stand out. This new focus emphasized health, covering water quality, chemical safety, exercise and family connections. 

"We've always tried to be at the light end of disruptive,” said Kidd.”One example of that is the way we spell Poolwerx, for instance. It has the implication that we do everything around the pool, but it's not spelled W-O-R-K-S, that it's just a little bit different."

Retail has become a bigger part of Poolwerx's business over time, helping DIY customers and turning them into regular service clients. Its physical stores have also added credibility, especially as the brand expands into commercial areas like HOAs and large pool facilities. 

While the franchise initially focused on warmer regions of the U.S., Poolwerx has adapted to northern states by offering hot tub services and adjusting its business model. This growth shows how the brand can evolve while keeping its core values and unique identity.

Key Milestones and Vision for the Future

Poolwerx has reached significant milestones since its founding. In 2024, the company celebrated having 400 active territories globally, marking a major achievement. Around 2014, before entering the American market, Poolwerx hit a notable milestone with $100 million in revenue, 100 franchise partners and 100 territories. 

Looking to the future, Poolwerx aims to expand further in the U.S., with a goal of reaching 300 territories within the next three years. The brand's expansion strategy has evolved from a traditional mobile-only operation to incorporating retail, which has been a crucial stepping stone. 

“2024 has been a tipping point for us here, adding 22 territories in the United States so far this year,” said Kidd. “We’re at a real launching point to grow in America.”

To find out more information on costs to buy this franchise, please visit https://1851franchise.com/poolwerx/info.