Poolwerx Marks 100th Territory

Poolwerx, the retail/service franchiser originating in Australia, surpassed 100 territories as it marks its 10th anniversary in the U.S.

The company entered the U.S. market in 2015 with the acquisition of a Phoenix-area retailer and its 16 locations. It began selling franchises at the end of the same year and, in 2017, opened its Dallas headquarters, which includes a training facility for franchisees and their employees.

Today, Poolwerx does business in 17 states through 47 franchisees. Its corporate staff of 22 is scattered across the U.S. for exposure to different markets.

In the last couple years, the company has been on a growth jag, with 20 territories sold in 2024 and this year on track to surpass that number.

Where the company began its U.S. business by setting roots in the Sunbelt, it has branched out into cold-weather states such as Indiana and Ohio.

“And we still have plenty of opportunity,” said Andrew Kidd, CEO of Poolwerx’s U.S. business. “We’ve got more than 600 territories [targeted] in the U.S. Our medium-range target is 300 by the end of 2027.”

Future expansion plans include increasing its foothold in states along the East Coast and Midwest, as well as expanding its presence in Texas.

“I think [the Northeast/Midwest] has been one of the best-kept secrets of the pool business,” he said. “We operate in those markets slightly differently but the opportunity is great in those spaces.”

Poolwerx’s global operation saw a major change earlier this year, when Steve Greenbaum became global executive director for the company. He brings an intensive background in franchising, as the founder of PostNet International Franchise Corporation, which grew to nearly 700 locations across 14 countries under his leadership. He has served as CEO of Best Life Brands and now also leads Full Contact Franchising. He is a former chairman of the International Franchise Association.

Poolwerx Founder and former CEO John O’Brien now serves as a non-executive director.