Diving into Success: How Poolwerx Created a $2.1 Million AUV, Multi-Revenue Stream Pool Franchise

Poolwerx, a game-changing full-service swimming pool repair, maintenance and retail franchise, demonstrates the true power of diversifying revenue streams. By offering an array of services, from residential and commercial pool cleaning to retail equipment sales and repair, Poolwerx franchisees have seen a whopping average annual revenue of $2.1 million, according to the brand’s 2023 FDD. But this success story isn't just about volume — it's about recognizing an underserved market and filling the gap with quality and consistency.  

Now, the 72-territories franchise is ready to bring its winning business model to more communities with the goal of reaching 300 locations in the USA by 2027 and aspiring entrepreneurs would be wise to get in the water. 

“The pool industry is one that is often overlooked until a problem arises,” said Poolwerx North America CEO Andrew Kidd. “However, once a problem does occur, the costs can mount up rapidly for the consumer. Those interested in the pool cleaning franchise space often only see the tip of the massive revenue stream iceberg. The growing pool population in the U.S. presents a vast opportunity for entrepreneurs — every pool built needs a wide-range of maintenance, products and services. At Poolwerx, we're equipped to cater to it all.”

From Franchisee to Franchisor: The Poolwerx Story

Founded in 1992, Poolwerx quickly grew to become the largest pool and hot tub maintenance network in Australia and New Zealand, winning numerous awards and accolades along the way. In March 2015, more than 20 years after first opening its doors “down under,” Poolwerx founder John O’Brien spearheaded the brand’s introduction to the U.S. with its first franchise location in Arizona. Since then, the brand has continued to expand its presence in the U.S., with over 70 active territories.

As the current North America CEO, Kidd is at the helm of supporting Poolwerx’s growth in the U.S. market. His journey in franchising began in New Zealand, where he worked for a company selling barbecues and hot tubs. Although he never envisioned himself as an entrepreneur, he took a leap of faith, and, along with his family, purchased a franchise within the same brand. 

Over the next seven and a half years, Kidd’s franchise flourished, igniting his passion for business ownership. He transitioned over to the corporate side to play a bigger role in the company, spending the next two decades across various departments, from marketing to general management.

“I eventually felt the need for a change and that is when I learned about Poolwerx,” said Kidd. “Recognizing the founder's credibility, I moved from New Zealand to Australia and worked on the corporate team for seven years. Later, I saw the chance to help expand the Poolwerx brand in the U.S., which brought me to Dallas. Having been a franchisee myself, I truly appreciate working as a franchisor — I really believe in the franchising business model.”

Today, Kidd brings a unique perspective to his role as a franchisor, combining his experiences as both a franchisee and a corporate executive to position Poolwerx for success. 

“Many people transition from corporate roles to becoming franchisees,” said Kidd. “Few go from being a franchisee to a franchisor. My experience as a franchisee was significant. It gave me firsthand knowledge of the challenges and realities of the business. You can read and hear about the ups and downs, but living through them — handling payroll, managing people and realizing the ultimate responsibility lies with you — aids me in understanding and relating to our franchise partners. It's an experience you can't buy.”

The Poolwerx Franchise Opportunity: Addressing a Market Gap

The $7.2 billion pool cleaning industry has seen massive growth over the past few years. In 2020, one study found the number of backyard swimming pools increased by 533% in just 12 months as people spent more time at home following the pandemic. 

But the industry has long suffered from fragmentation, Kidd says, with many mom-and-pop operators unable to provide the technological and customer service solutions that modern consumers demand. Poolwerx, however, capitalizes on its franchise model to build a robust infrastructure that supports franchisees with multiple revenue streams and cutting-edge technology. This ensures that even small franchise owners can deliver service levels comparable to larger corporations. 

“The pool service sector has limited representation, and there's a notable divide between top-notch providers and those simply clocking in hours,” said Kidd. “For our first 15 years, we focused solely on service until we recognized that many pool owners prefer to do services themselves. So, we integrated service and retail into what we call the ‘hub and spoke’ model. The hub is the retail store from which we operate, and the spokes are our service trucks. That way, we can cover any and all gaps for the homeowner.”

With this strategy, Poolwerx offers a comprehensive array of services and products, ranging from salt chlorinators to preventative maintenance, pool filter installation and e-commerce retail sales. This diversity ensures that franchisees have a multitude of avenues to explore within the pool industry, catering to various customer needs. From weekly cleaning services for time-strapped homeowners to tackling sudden issues like leaks or algae blooms, the opportunities are vast. 

The Poolwerx franchise also presents an excellent opportunity in the commercial domain, Kidd notes, spanning areas such as hotels, motels, apartments, condos and homeowners' associations (HOAs). The team has also designed programs to help franchisees establish and foster such connections in their local community. 

“Our approach is holistic — beyond merely cleaning pools or offering repairs,” said Kidd. “We don't pigeonhole ourselves as just a service company, a repair expert, a store or a remodeling specialist. We provide an assortment of services, ensuring resilience in various economic climates. Our dual focus on service and retail means we can remain the go-to provider regardless of fluctuations in household income.”

Like other home services, pool cleaning and repair cannot be serviced through online retailers like Amazon, but unlike painting or gutter cleaning, Poolwerx franchisees can tap into recurring revenue thanks to ongoing pool maintenance, especially in warmer climates. 

While franchising in this sector might appear straightforward, Kidd says it delves much deeper than many prospects realize. That is why many of Poolwerx’s current franchise owners were pool owners themselves who had recognized the service gap in their own community and decided to dominate their local market.

“The Poolwerx franchise offers potential franchisees a choice in complexity,” said Kidd. “They can dive deep with multiple revenue streams or keep it simple, but the essence remains: a fragmented market where continuous pool care is non-negotiable. This guarantees a steady business relationship with pool owners.”

Empowering the Next Wave: Poolwerx's Blueprint for Franchisee Prosperity

One of the cornerstones of Poolwerx’s success lies in its comprehensive support and training programs for franchise owners. Kidd’s experience brings invaluable understanding and empathy for the challenges and responsibilities faced by franchisees. 

“After three decades of experience across three different countries, we've gained a wealth of knowledge,” said Kidd. “This extensive background allows future partners to leverage our past learnings and insights. My journey, transitioning from a franchisee to a franchisor, and navigating from the early to mature stages of my career, has imparted invaluable lessons about success and its pitfalls.”

For example, new Poolwerx franchisees undergo comprehensive training in water chemistry, hydrology and other essential areas. A state-of-the-art training facility in Dallas provides hands-on experience and troubleshooting, transforming individuals from various backgrounds into proficient pool care experts. 

Recognizing the industry's technological lag, Poolwerx has also embraced innovation to leapfrog the competition, with a bespoke software system to manage all business processes and a focus on digital marketing.

“Over three decades, we've transformed individuals from diverse backgrounds into skilled pool care professionals,” said Kidd. “We’ve also provided infrastructure for seasoned professionals who've been in the pool industry for decades. These professionals often join the franchise seeking support and structure to scale. Whether they're looking for an exit strategy or ways to add new services too intricate to handle alongside their regular operations, the franchise offers them an opportunity to be more efficient, effective and profitable.”

Charting the Waters Ahead: Poolwerx's Vision for Growth

Looking forward, Poolwerx’s vision for the next four years includes a U.S expansion to 300+ stores, aiming to add 30 new franchises annually in the U.S. The team has identified several markets primed for growth, including Texas (Houston, San Antonio and Austin), North Carolina, Georgia, and building out a Mid-west footprint.

So, who is the ideal Poolwerx franchise owner? The brand attracts a diverse range of franchisees, but Kidd says there's a particular resonance with individuals who possess leadership experience and a penchant for empire building. Many franchisees own multiple territories and lean into the franchise's vast geographical reach. 

The initial investment to begin operation of a mobile-only Poolwerx business, for example, can be as low as $82,072. Start-up costs for a retail Poolwerx location can be a little bit higher due to the brick-and-mortar real estate, build out and hiring requirements, with the high-end of the spectrum coming in at $430,322. This includes $124,572 to $228,322 that must be paid to the franchisor and/or its affiliates. 

In comparison to other franchise options, especially retail concepts, those financial requirements are relatively modest, Kidd notes. This accessible entry point opens doors for entrepreneurs to tap into a thriving market and build a business with strong revenue potential.

“Our franchisees are drawn to Poolwerx’s strategic support and structured model, allowing them to scale their businesses efficiently and effectively,” said Kidd. “We equip these entrepreneurs to navigate the complexities of the pool industry with confidence and drive. This franchise offers a holistic solution to the pool industry's fragmented state, providing potential franchisees with a chance to dive into a lucrative and rewarding business.”

Overall, Poolwerx stands as a shining example of a franchise opportunity that has cracked the code to success in an often overlooked industry. By offering a comprehensive range of services, strategic support and a vision for sustainable growth, Poolwerx empowers entrepreneurs to realize their potential. The time has never been better for franchisees to join the ranks of this innovative brand, becoming part of a movement that's transforming an exciting sector — one pool at a time.

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