Aussie Pool Franchise Opens New Headquarters in US

Award winning pool and spa care franchise Poolwerx has marked its second anniversary in the US with the purchase of the largest independent pool retailer in north Texas and the completion of a new 10,000-square-foot facility in Dallas that will serve as the company’s US headquarters. 

John O’Brien, CEO and Founder of Poolwerx, said the new facility in Dallas was perfectly located to support franchisees from coast to coast as Poolwerx expands its US operations.

“It was always our intention to head our operation in Dallas,” Mr O’Brien said. “With our recent acquisition of Dallas-based Dolphin Pool Supply, the timing was right to relocate our operations to the Dallas facility.”

“Dolphin Pool Supply is one of the largest hot-tub retailers in Texas and has a substantial remodeling business, which should help Poolwerx penetrate further into those segments and provide an opportunity for learning we can transfer to our Australian operations also.”

Mr O’Brien said Dolphin Pool Supply, a 50-year-old retail, service and pool renovation company generated more than $8 million in annual revenue.

Dolphin Pool Supply’s three previous owners, Doug and Rose Carlson and Larry Collier, will remain with the business to coach and mentor key Poolwerx staff to refine their system to suit the Texas market.

Mr Carlson, who purchased Dolphin with his wife and Collier in 1975 said the companies shared a number of the same business philosophies.

“Dolphin has always put our customers first and foremost and I know that Poolwerx does that also,” Mr Carlson said.

Since entering the US market in 2015, Poolwerx has established 24 stores and 115 service vehicles in six US states and Mr O’Brien said the company was on track to achieve their goal of opening 300 locations by 2021.

“As the largest pool and spa care franchise in Australia, I always wanted to take the company to America because of the sheer size and opportunities within the marketplace,” Mr O’Brien said. “It’s not insurmountable to believe Poolwerx could become a major force in the pool industry in the US, and in franchising, very quickly.”

Mr O’Brien said the state of the American market was similar to what it was in Australia 20 years ago. 

“When we first started in Australia 25 years ago the market was extremely fragmented with lots of independents and small players trying to build critical mass,” he said.  “We worked hard to bring some order to it with our unique franchise model, and offer real career paths for people in this industry. We have brought this expertise overseas as well, introducing our three tiered business model covering retail, service and commercial applications.”   

He said the company plans to cover the Dallas market aggressively and has taken deposits from prospects interested in five new territories.

“The company now counts among its franchisees four builders in South Carolina and Georgia, all of which have remodeling businesses as well,” he said. “Remodel and renovation has been a slowly growing part of our business and one market we are keen to test the possibilities further.”