When a franchise network reaches over 150 retail locations in Australia, the number itself is impressive, but the real story lies in what it reveals about the business behind it.
For Poolwerx, Australia’s largest pool and spa maintenance network, the opening of its 150th Australian retail store in the Brisbane suburb Cannon Hill, marks more than a growth milestone. It represents a brand that has invested in innovation, resilience, and a network of high-performing franchise partners.
After more than 30 years of steady growth, Poolwerx’s hub-and-spoke franchise model is designed to scale through seasonal cycles. Multiple revenue streams across residential, commercial, service, and retail channels balance earnings year-round, providing franchise parters with the opportunity to scale their business. As Australia’s largest pool care brand, Poolwerx supports franchise partners with proven systems and experience, guided by its number one KPI: franchise partner profitability.
This model now underpins Poolwerx’s next phase of growth, with a double-digit expansion forecast over the next five years and double-digit total revenue growth targeted for FY26. True to its long-term approach, Poolwerx remains focused on compounding growth-deliberately and sustainably.
From steady growth to scalable systems
Founded in 1992 by John O’Brien as a single mobile pool servicing business, Poolwerx has evolved into a global franchise network operating across Australia, New Zealand and the United States. The brand is on track to reach close to 200 stores globally, supported by approximately 750 service vans, and is the world’s largest franchise pool service brand.
Poolwerx’s longevity comes from disciplined expansion, strong franchise systems, and a long-term focus on partner success. This strategy has enabled the network to continue to experience growth through economic downturns and the COVID-19 pandemic, while expanding its footprint.
ANZ Chief Operating Officer Steve Halls says the next phase of Poolwerx’s growth is being driven by technology and data-led decision making.
“For over three decades, Poolwerx has delivered steady, sustainable growth,” Halls says. “What we’re building now is a flexible, information-enabled organisation that allows franchise partners to grow faster and smarter. The opportunity ahead is exponential.”
A franchise model attracting experienced operators
Supported by a robust operational framework, Poolwerx equips franchise partners with the tools and resources they need to succeed as trusted local pool experts. Comprehensive marketing, learning and development, and technical support are always on hand, enabling franchisees to focus on building and scaling their businesses with confidence.
As the franchise sector continues to expand, Poolwerx has seen growing interest from experienced business professionals transitioning from industries such as IT, consulting, mining, aviation, and government. Many are attracted by the stability of a service-based model, combined with the structure, support, and autonomy offered by an established franchise system.
Andrew Huth, who recently joined the Poolwerx franchise network after more than 20 years in corporate consulting, is a strong example of this shift. Reflecting on his transition, Huth says:
I wanted something different - more variety, more challenge, and the chance to build a workplace culture I’m proud of. In the corporate world, I felt I’d stopped learning. With Poolwerx, I’m hands-on, making real decisions and building a team where people feel valued. It’s about more than financial success; it’s been one of the most rewarding decisions of my career.
Multi-site ownership as a growth lever
The 150th store opening of Poolwerx Cannon Hill is operated by franchise partner Richard Kelly, who owns one of the network’s largest and most successful territories. His journey reflects how Poolwerx’s hub-and-spoke model enables franchise partners to scale sustainably while maintaining strong local ownership.
Since joining Poolwerx in 2021, Kelly has achieved 58 per cent revenue growth across four retail stores and 20 service vans. The Cannon Hill opening marks his fourth store and highlights the growing role of multi-site ownership within the network.
“This milestone reflects the collective spirit of innovation and collaboration across the Poolwerx network,” Kelly says. “Each new store represents local people investing in their community - creating jobs, supporting schools and clubs, and delivering services that help families make the most of their time at home.”
Multi-site franchise ownership has become a key driver of scale for Poolwerx. Centralised systems, structured training and operational support allow franchise partners to expand while maintaining consistency in service delivery and customer experience.
Steve Halls adds, “The biggest driver of multi-site growth has been the strength of Poolwerx’s franchise model combined with the dedication and capability of its franchise partners. Partners benefit from proven systems, national marketing support, data-led decision making and ongoing operational guidance, enabling them to scale confidently across multiple locations.”
“In this case, strong local execution paired with consistent brand standards has driven sustainable growth across all three existing stores, making the move to a fourth a natural progression.”
Driving Global Growth Through Technology and Support
Poolwerx’s performance during COVID reinforced the strength of its franchise model. While many businesses scaled back, Poolwerx retained its full support centre workforce and continued to grow as Australians continue to invest in their homes and outdoor living, driving strong demand for professional pool care and maintenance services.
To support this demand, Poolwerx has made digital transformation a key priority. Ongoing investment in systems, data, and workflow tools enables franchise partners to operate safely, manage workloads efficiently, and stay seamlessly connected with clients. This strong technology foundation now underpins Poolwerx’s ambitious international growth plans, including the expanded use of AI across the network.
One example of this AI innovation is Poolwerx’s Healthy Pool Plan, which combines data-driven insights with operational expertise to support franchise partners globally. The Healthy Pool Plan is a comprehensive 18-page assessment that uses a clear ‘traffic light’ system to look beyond the surface of a pool and evaluate performance across critical areas, including filtration, sanitisation, equipment, safety and compliance, and ongoing maintenance.
Long-term success for Poolwerx is defined by sustainable growth, strong franchise partner performance, and a deep understanding of customer needs. The 150th Australian store milestone highlights how disciplined growth and a franchise-first strategy can balance scale with stability.
With strong fundamentals, growing interest from experienced operators, and a clear roadmap for continued global expansion, Poolwerx demonstrates that its franchise model works - not just at home, but on a global stage.
For Poolwerx, the question is no longer whether the franchise model works, but how far it can go.
