Lookingto join a

professional operation?

Come in and test the water

A Swimart franchise could be just what the doctor ordered Let’s talk about you

A Swimart business is a franchise with

several important differences.

Yes, it’s a retail business. But there’s a

great deal more to it than that. More to

keep you interested and more to make

you money.

Investing in a Swimart franchise isn’t

about buying a job. It’s a career and

lifestyle choice for your future, one that

can change the way you live forever. It’s

a business that can hold your interest in

the years ahead too. How many franchise

operations can claim that their first

franchisee is still on board? We can. And

many more of our franchise owners have

been with us for the long haul.

Unlike most franchise models, Swimart

delivers a diverse business with multiple

income streams.

The retail business is complemented by

ever growing pool & spa home service

& commercial business divisions giving

The very fact that you are reading this

document says a lot about you.

It says that you are looking to change

the way you work. It says that you are

searching for independence. It also says

that you are already thinking outside the

square when it comes to evaluating the

franchise businesses that are available.

But what do you really want out of your

career and your life?

This is a very important question. If

you’re happy with monotonous work

patterns, then there are plenty of other

opportunities out there.

But if you find conforming to the same

routine day in, day out, is a bit boring and

soul destroying, you’ll find you have a

lot in common with most Swimart store

owners.

If you’re looking for a business where

your income is not necessarily directly

Swimart franchisees a presence in both

the retail and service industry sectors.

Swimart’s backing is another important

difference. The franchisor is Waterco

Limited, an Australian public company

with operations around the globe &

specialising in almost every aspect of the

swimming pool industry.

Swimart has been in business since

1981 as a retailer of swimming pool

equipment, chemicals and accessories.

We’ve expanded through our network of

franchised stores since 1983, and with over

70 stores in Victoria, South Australia, New

South Wales, the ACT, Queensland and

New Zealand, we are the industry leaders.

So it’s an expanding, rock solid business

in a growing industry. We think that’s the

kind of criteria you should be looking for

when evaluating a business.

If you agree, why not take a little time to

read on?

governed by the hours you work, then

keep reading. A Swimart business derives

revenue from a diverse range of activities.

It’s more complex, more challenging

and more satisfying than most franchise

businesses on the market.

You may also be looking to improve your

‘life/work balance’. Again, Swimart is a

most unusual business opportunity. It

doesn’t mean you won’t have to work

hard. Name one decent business where

success is easy!

But as a Swimart franchisee you will have

opportunities to take a well-earned break,

recharge your batteries and live life to the

full. Best of all, and with the right staff,

your Swimart business will keep trading

while you do it!

Another good thing about Swimart: as

your own boss, you can say goodbye

to office politics. Who needs so-called

corporate life anyway?

“We’re proud to be Swimart’s

first franchisee. People ask

why we’ve stayed in the same

business for over 25 years.

The answer is simple, we

still find it satisfying and it’s

provided us with a good

income and a lifestyle our

friends envy. Why walk away

from that?”

John Pavett,

Swimart Miranda,

Sydney

32

Strength through diversity

You’ve probably heard the cliché about

‘working smarter, not harder’ a thousand

times.

Like most clichés, however, there’s a lot

of truth in it. In Swimart’s case, it means

that your income won’t be restricted by

the number of lawns you can mow in an

hour or the number of pizzas you can flog

in a day.

The diversity of a Swimart business will

not only provide you with a more varied

and satisfying career, but also with a

strong, sustainable business with several

income streams & regular repeat customers.

Let’s look at the different ways you can

make money in your Swimart business.

1. Your Swimart storeAt the centre of your business is your

Swimart retail outlet. Swimart entices

customers into your store with a national

marketing strategy and our unique

For today’s time poor families, it’s a great

service and peace of mind. For Swimart

franchise holders, it’s a lucrative business.

3. Pool repairsEven the best pool equipment gets tired.

Everything from brushes and brooms to

hoses and even entire filtration systems

need repairs from time to time. Often, it’s

easy to fix if you know what you’re doing.

And, as a Swimart pool specialist, you’ll

quickly learn how.

Even if an unusual problem crops up,

you’re sure to find that one of your fellow

free computerised water testing offer.

It’s a great business builder; once in

your store, customers are highly likely

to accept your advice rather than go

elsewhere to buy the chemicals and other

consumables they need.

But that’s only part of your store’s

offering to customers. Swimart stores

stock specialty products, spare parts,

pool equipment and leisure products,

in fact, everything a pool owner could

possibly need.

2. Pool & Spa service & maintenanceAs the kind of person with the drive to

run their own business, you’ll know all

too well how little spare time most people

have these days – especially those who

have swimming pools. Take a look around

and you’ll see smartly liveried Swimart

vans in your neighbourhood. A lot of the

time, they’re out and about cleaning their

local customers’ pools.

franchisees has encountered it before.

That’s the advantage of being part of the

industry’s leading franchise group – your

Swimart mates are always prepared to

lend a hand.

4. New product installationsWhen pool equipment can’t be fixed,

it needs replacement. That’s another

opportunity you can take advantage of.

But it’s not just about replacement; a

lot of business will come from helping

customers upgrade their pools. Pool

automation equipment, new sanitisation

systems, spas, heating, automatic

cleaners, and advanced water-saving

equipment, some only available from

Swimart, will all help you build customer

loyalty – and revenue.

Experience shows that most pool owners

would rather trust a pool expert for advice

when it’s time to make such purchases.

Who can blame them?

“Every day is different when you

run a Swimart business. After

working for a corporation,

as well as having my own business,

I was used to variety so I discounted

‘single activity’ businesses. In fact one of the many good things about

Swimart is that you can still use

the management skills you’ve

acquired over the years.”

Brad & Jaunita Baker,

Swimart Browns Plains,

Brisbane

4 5

FRANCHISE

SWIMART COMMERCIAL SERVICES

• Pool Management

• Pool Repairs & Service

• Pool Cleaning

• Water Testing / Balancing

• Equipment Sales and

• Pool Monitoring

Installation

SWIMARTHOME SERVICE TEAM

• Pool Cleaning

• Pool Repairs & Maintenance

• Equipment Installations

• Water Testing / Balancing

• Pool Surround cleaning and sealing

SWIMART POOL BUILDERS & RENOVATIONS

• Referral Commissions

• Equipment Sales

• Installation

• Maintenance

SWIMARTSTORES

• Water Testing

• Sales of - Chemicals- Equipment- Leisure Products- Spare Parts- Cleaners- Heating both Gas

and Electric- Solar Heating

Installation- Water Saving

- Spas- Automation

DevicesSWIMART FRANCHISE

• Pool Minding

• Pool Safety Checks

• Pool Health Checks

• Solar Heating Installation

Multi income streams mean your rewards aren’t tied to the hours you work.5. Commercial clientsThink about the hotels, strata complexes,

swim schools, schools, hospitals, public

pools and even rental properties with

pools in your area. Who takes care of

them? More and more commercial pool

owners and managers are finding that

the best solution is to use a local pool

professional to take care of it all for them.

These commercial pools usually need

cleaning on a more regular basis than

home pools. In fact, they often have to be

tested and cleaned on a daily basis! It’s

another important source of income for

your Swimart business.

6. Referral commissions

Sooner or later, many of your customers

will face an important decision: do they

move or renovate their home? These

days, a renovation often includes a major

makeover of the swimming pool. Who

should they turn to for advice?

The local pool experts, of course. The

same applies when they decide to move

to a home without a pool or build a new

home from scratch.

So it will pay to forge close links with the

local pool builders and renovators with a

reputation for quality work and service,

and negotiate a referral commission for

the work you send their way. Chances are

the same pool builders will buy their pool

equipment from you!

“One of the good things about

owning a Swimart store is that

you’re not tied to a desk. When

I think of the years I spent

working in the city, I wonder

how I ever did it. I‘ve never been

so happy to go to work – it’s

rewarding in every way.”

Kevin Weisse,

Swimart Enoggera,

Brisbane

On an everyday basis, you will be managing this diverse business. It’s challenging. It’s

rewarding. And best of all, it’s never dull.

76

Build your business in a growing industry

We’ve already touched on the fact that

your customers are time poor. To take

advantage of what little spare time they

have, they’re having their cars and

pets washed professionally, the lawn

mower man comes every week, they

eat out more – not just because they’re

celebrating a special occasion like in the

old days – but because they’re too tired

to cook.

In other words, there’s a predisposition

to call on outside help for any number of

jobs around the home.

Most of these chores can be undertaken

with little start-up capital by almost

anybody. That’s one of the reasons

there’s so much competition.

A Swimart franchise is a far more

appealing and lucrative opportunity.

For starters, Australia has the highest

rate of pool ownership in the world.

our site selection criteria and franchise

philosophy. Swimart only grants

franchises in areas where there is a high

number of pools enabling franchisees

to build a critical mass for their retail

and service operations in a relatively

short period of time. New stores are also

provided with an initial database of pool

There are currently over 1 million pools

around the country and pool numbers

are growing at an average of 14,000 per

year. What’s more, it is estimated that

only 5% of pool owners in Australia hire

professionals to maintain their pool while

in the U.S.A. the figure is around 40%.

This suggests that the pool maintenance

market is largely untapped in this

country. The potential is enormous!

So the number of pools is growing,

and the demand for professional help

around the home is growing. That’s the

market your Swimart business is tapping

into. It’s also why we’re growing so

consistently year on year.

Yet there are still plenty of exclusive

territories in Australia where we do not

have a presence which provides future

growth opportunities for Swimart. New

sites are selected carefully in line with

owners in their territory (data provided

to Swimart from outside sources) and a

tailored local marketing plan to get them

started. Pretty soon you’ll begin to see

familiar faces regularly in your store as

the locals start to take advantage of the

free water testing and expert advice that

you provide.

“When we opened our Swimart

store, we also bought our first

service van. To be honest,

we’ve been surprised how

much this side of the business

has grown. We already have

two vehicles on the road, and

may need another to meet the

demand next summer.”

DDean Webb ,

Swimart Tweed HHeads,

Sydney

98

Locked in supply arrangements

Locked in supply agreements will

underpin the strength of your Swimart

business.

As you’d expect with the industry leader,

every Swimart franchisee benefits from

our bulk purchasing power.

But that’s only the beginning of Swimart’s

strengths. Swimart is franchised and

100% owned by Waterco, an Australian

Stock Exchange listed public company

that has operations in eight countries

around the world.

Waterco is one of the largest suppliers

of swimming pool and spa equipment,

pool accessories and water purifiers in

Australia, and is also the manufacturer

of the high quality Aqua-Health range of

pool chemicals.

Furthermore, Swimart franchisees are

supplied with quality exclusive products

which can not be purchased any

where else.

This provides franchisees with a

competitive advantage in the marketplace.

So you not only have a leading edge in

terms of buying power, but also from

your close relationship with the industry’s

leading specialist supplier.

Swimart and Waterco have strong

commercial ties and/or fixed supply

contracts with major third party suppliers

to the industry. So whatever we don’t

make we can buy in the quantities you

need and at the best possible prices.

This also means that you have strong

continuity of supply, especially in peak

periods when Waterco’s dual status

as a leading manufacturer and leading

purchaser will give you an important

edge.

“We wouldn’t be comfortable

selling anything but top quality

products – and that’s certainly

what we get from Waterco. It

means we can stand behind

everything we sell, confident that

our customers are getting the

best.”

Stuart McArtney,

Swimart Brighton,

Melbourne10 11

“We invested in our Swimart

store over 25 years a go. Quite

frankly, we’ve never looked

back. Yes, we’ve worked hard,

but the store’s turnover has

increased dramatically since

we established it.

As a result, we’ve holidayed

overseas every year for the last

10 years.

That’s what work is all about as

it provides us with a balanced

lifestyle which we love.

Bob Tully,

Swimart Campbelltown,

Sydney

1312

A business model designed for success

We’ve already talked about the

advantages of Swimart’s ‘strength through

diversity’ approach to business. But the

Swimart business model has many more

profitable advantages:

• The average annual turnover of a

Swimart store is much higher than that

of independently owned pool stores.

• Due to our business strategy and mix

of business margins are higher than

those in most other retail businesses.

• High sales and high margins deliver

strong cash flow.

• Because Swimart businesses perform

best away from giant shopping malls,

overheads are unusually low.

• Being a specialist service provider with

limited competition, Swimart stores

typically build up a powerful data base

of loyal repeat customers.

Experience makes the difference

Why is Swimart’s business model and

fee structure so much better? Simply

because Swimart is the most experienced

franchisor in the industry with over 30

years experience. During this time we’ve

• Swimart stores benefit from a

well planned marketing strategy,

spearheaded by Australian Olympic

Swimming legend Susie O’Neil which,

along with the free water tests, is

designed to drive customers into stores.

Low, fixed franchise fees

At Swimart, we believe that the more

successful you are, the more money you

should make. That’s why our franchise

and marketing fees are fixed to the age

of the business, rather than being tied

to turnover like most other franchise

organisations. It means that if you work

hard to build your business, you reap

the rewards. You’ll also find that Swimart

franchise fees are lower than most other

franchise groups and the lowest in the

pool industry.

learnt how to operate a superior pool

supply business and motivate people.

When you invest in Swimart, you’re not

only buying a business but also tapping

into a wealth of specialist knowledge.

The best people in the business

We’ve worked hard to build a terrific

team at Swimart. The management team

has a combined experience of over 100

years in the franchise industry and more

than 70 years in the pool business. This

combined knowledge and experience is

there for all franchisees to tap into.

Among the most important members

of the team from your point of view will

be your fellow Swimart franchisees. The

entire Swimart organisation is a closely

knit community that will help you every

step of the way. As long as you are a part

of the Swimart family, you’ll benefit from

strong peer support.

Training

When you come on board, the Swimart

Training program will introduce you to

every aspect of the business and the

systems we use.

While it is impossible for anyone to teach

advice, chemical queries and warranty

issues should they arise.

There are also two important training

courses held in the middle of each year,

designed to bring you up to date on the

latest pool equipment and chemicals we

sell.

Furthermore Swimart provides constant

on going training to franchisees &

you everything about the business in a

few weeks, Swimart’s modular training is

a comprehensive program designed to

prepare you for everything that happens

in-store and in the field.That’s why the

majority of your training will be held at an

existing store with an experienced owner.

We have found that this is far more

effective than classroom focused training

and will get you up to speed much

sooner. Your training will cover everything

from water testing, customer service,

merchandising and product knowledge to

the mobile service side of the business.

More importantly our unique ‘Mentoring

Program’ for new franchisees will provide

you with the on call support and guidance

of an expert and experienced fellow

franchisee for the first 6 months of your

business – or longer if required. Your

mentor will provide you with extensive

technical support covering product

their staff through the Swimart Training

Academy. This Academy provides a

mixture of online and face to face training

courses and modules to ensure that all

franchisees are kept up to date with the

latest industry trends and products.

Swimart franchisees are always ‘ In the

know’ when it comes to what’s best for

customer’s pools & spas.

“When we were looking into

buying a Swimart franchise,

we had one major concern.

Would we be out of our depth

when customers came in with

technical questions? We needn’t

have worried. With Swimart’s

training – and occasional advice

from some of the guys who’d

been in the business for years

– we’ve never had a problem.”

Peter & Thelma Tokesi,

Swimart Woree,

Cairns.

1514

Marketing support: talking to our customers

Swimart advertising and marketing

support sets the standard for the industry.

Our strategic marketing plan was

developed in response to extensive

research among pool & spa owners,

which revealed that consumers were

looking for information and product

recommendations from people they can

trust and believed offered pool expertise.

The advertising message developed from

this research program is built into our

brand positioning as being the ‘’pool &

spa specialist’’. This not only promotes

our superior industry and product

knowledge but also reassures owners that

their pool or spa is in good hands when

left to Swimart.

Our national advertising campaigns, led

by Swimart ambassador and Australian

Olympic Swimming legend Susie O’Neil,

is heavily supported by promotional

activity aimed at each franchisee’s

marketing area.

Internal communications: talking to each other

At Swimart, we also pride ourselves on

strong internal communication channels to keep all franchisees in the know. They

include:

• “In the Swim”, our regular newsletter.

• Regular franchise meetings to provide

business updates & training.

This activity includes national TV

advertising , an extensive online digital

campaign and direct communications to

our customers by email and SMS.

Every aspect of Swimart’s marketing

Communications forms part of a cohesive

identity which was extensively refreshed

in 2010. Not just advertising; our

rebranding also included:

• Signage.

• In-store appearance and merchandising.

• Vehicle graphics.

• Website and online presence

The result: a fresh modern look to carry

us forward as we build and grow.

• The annual Swimart conference, a

chance to learn, network and recharge

your batteries.

• The establishment of a National

Advisory Committee enabling all

franchisees to have a say in the way

the business is managed.

• Regular franchise manager support & visits.

Franchisee intranet.

“Swimart’s marketing program

has really worked for us. It

presents us as a professional

organisation customers can trust

– and, combined with our local

advertising, brings new customers

in the door throughout the season.

As

a total package, it would be hard

to beat. ”

David Malone

,

Swimart Somerton Park, Adelaide

16 17

•

Being part of a strong Australasian franchise

group affords us support, knowledge base

sharing and mentoring that we wouldn't

otherwise have available to us. The Swimart

system is a strong, proven one and we

have complete faith in it as our business

grows from strength to strength.

J amie & Julie Spooner,

Swimart Pakuranga,

Auckland1918

Answers to your questions

Can I only stock products made by Waterco?No, Swimart has carefully put together a comprehensive product range that covers all pool and spa owner needs. Products are regularly reviewed and selected by the Swimart Merchandise Manager, along with the franchisees Product Advisory Committee and senior Waterco buyers, and are tabled in the Swimart ‘Authorised Product List’. This list includes quality products from other suppliers as well as Waterco. Swimart franchisees are only allowed to stock and sell products that are listed on the ‘Authorised Product List’.

As part of your franchise agreement you are bound to stock our products. But when you consider that they are all premium products – such as the quality Aqua-Health range of chemicals – and that you can buy them at an advantage price, why wouldn’t you? Waterco has also negotiated exclusive access to many overseas products which also form part of Swimart’s Authorised Products List.

What are the basic criteria for a site?We require a retail/showroom site of

approximately 150 square metres.

Potential sites must:

• Offer easy access for customers (with

either on-site or easy on-street parking).

• Be located on a primary or secondary

road.

• Be highly visible to passing traffic.

• Preferably be located in a retail strip

of shops, shopping centre or retail

precinct.

While it isn’t always possible to find a site that

ticks all the boxes, we will normally approve

one that fits these criteria most closely.

Can I have a say in how Swimart is run?Of course you can. Swimart works closely

with our franchise partners through the

National Advisory Committee (N.A.C).

The N.A.C was established in 1994 to

facilitate franchisees contribution to the

business. All franchisees nominate and

elect their area representative to sit on

the council which meets quarterly.

What level of investment is needed?This depends on whether you are buying

a new or existing store. The price of an

existing store is set by the franchisee and,

naturally, will vary based on the value of

plant, equipment and goodwill. The cost

of a new store will also vary based on

the size of the premises and the extent

of fitout required. Typically, an average

new store costs between $150,000 and

$220,000 to establish.

What help will I get setting up my business?Swimart has developed a comprehensive

Operations Manual that covers everything

you need to know about your Swimart

business from advice on fit-out, business

registration and daily operations to

reporting, accounting and staff matters.

From training to uniforms and from

marketing to technology support, nothing

is left to chance. Furthermore your

Franchise Manager is there to help you

every step of the way.

Does Swimart help with site selection?We ask you to propose two or three

potential sites. Our State Franchise

Manager will assess the sites for their

suitability.

Alternatively you can leave site selection

to us and we’ll do it all for you.

If you haven’t a particular site or locality

in mind, call us to discuss a number of

untapped opportunities we have already

identified.

As you can see, a Swimart business

is not your typical retail franchise

opportunity. It’s much more than

that! Our business is a diverse, multi

faceted operation that fully caters to

all the needs of pool owners. Ours is

an enviable industry brand with high

consumer awareness, a reputation for

quality products, services and expert

advice and backing from one of the

biggest international companies in the

pool industry.

A Swimart franchise provides the

opportunity for selected individuals

to build a substantial and diverse,

high cash flow business in a growing

industry with minimal organised

competition. It’s a challenging

business where you can fully utilise

your management, retail or trade

skills to provide an enduring business

and enjoyable lifestyle. A Swimart

franchise is a proper business for

people prepared to work hard and

reap the rewards.

Interested? If so simply Contact Swimart Head Office and talk to

National Manager on 02 9898 8608. We will arrange a confidential meeting where we can discuss what you want from a business and what we’re looking for in a franchisee in more detail.

The last word