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Training for success in the pool and spa sector: Swimart [part one]

Sarah Stowe

Any franchisee setting up in business is looking for a strong training program to assist them establish and grow their operation. And with the technical aspects that are part of the pool and spa services, acquiring the right skills is essential. Here we take a look at the Swimart offer.

How long has the business been established?

Swimart, Australasia’s largest pool and spa specialist group, was established in March 1983 as a single pool retail store in the Sydney suburb of Killara.

In September 2012 Swimart celebrated the 25th anniversary of the opening of the first franchised store in Miranda in Sydney’s southern suburbs and the original franchisee is still in the business.

The company is owned by ASX-listed Waterco Ltd, an international manufacturer, marketer and distributor of solutions for the swimming pool and water treatment industries.

How many franchisees are in the network?

Today there are 71 franchise stores across Australia and New Zealand and a fleet of more than 220 mobile service vans.

What is the term of a franchise?

Five years, plus a further five year option. The average length of ownership is 10 years .

What are franchise investment costs?

Potential franchisees can expect to pay from $170,000 to $400,000 depending on the size of the store, the extent of the fit out and the time of opening (seasonal factors affect stock requirements). This fee includes training, fit out, the initial franchise fee, legal fees and initial stock requirements.

LET’S LOOK AT TRAINING

What is your training philosophy?

“Our training is based around the aim of providing our franchisees with competencies in the three most important facets of our business: industry and product training; business management and development training; and selling skills and customer service training,” says Chris Fitzmaurice, Swimart Australasian manager.

“We believe our enhanced training system is a substantial benefit for all Swimart franchisees and potential franchisees, as it sets industry standards and encourages product knowledge excellence allowing franchisees to offer the best possible service to their customers.”

Training is a combination of online, tutorial and hands-on learning and courses are provided at basic, advanced and professional levels. The program is spearheaded by the annual Australasian conference which includes a comprehensive range of training workshops and seminars.

How long is the initial training period?

New franchisees must complete a 25 day set training course as part of their franchise induction training, with additional ongoing courses during the first 12 months.

What sort of ongoing training do you provide?

There is a range of ongoing training in the three key areas of our business through the Swimart Academy. These courses can be completed online or in tandem with in-house one-on-one training. Courses are provided on three levels:

  1. Basics: For individuals new to the industry (or those who want to refresh their knowledge), these courses cover the different types of pools, spas, materials and construction. The water chemistry basics component provides knowledge in water chemistry, water balancing, water testing, basic calculations and chemical dosing.
  2. Advanced: Designed for franchisees, pool technicians and senior team members who need more advanced knowledge and skills. The Certified Technician Qualification includes modules about contamination, water problems and disinfection, water chemistry, water circulation and filtration and maintenance issues. The Master Technician Qualification imparts expert knowledge about how to prevent serious water borne illnesses such as gastrointestinal disorders, skin, ear, eye and respiratory illnesses and wounds.
  3. Professional: Provides franchisees and store managers with general business management and development skills.

Who conducts the training?

The training is conducted by in-house qualified trainer (Certificate 4) specialist professional consultants and experienced senior franchisees within the group.

What are the costs for franchisees?

The cost of the initial franchisee training course for new franchisees is included in the initial franchise fee they pay to join the Swimart group. All on-going training programs are provided at no expense to franchisees.

Attendance costs such as travel expenses are the only cost that franchisees pay for.

How is training monitored?

Learning outcomes are set and established for each course. The attainment of outcomes is monitored by trainers and assessors using formalised assessment processes.

What new training element have you just introduced/will you introduce in 2014?

Swimart has embraced the digital age and provides online training courses and tools which allow franchisees to learn at their own pace and convenience.

WHY WOULD SOMEONE INVEST IN YOUR BUSINESS?

The Swimart business model delivers high value sales with healthy gross profit margins and modest operating costs.

Franchisees can access a diverse range of income streams including retail and service sales, equipment repair and installation and commissions and rebates. This, along with our low flat fee structure, means that franchisees have the potential to earn a substantial income.

In addition the business model permits franchisees to enjoy a great lifestyle. Once the business is established and they have trustworthy, experienced staff in place, they are not tied to the business day-to-day, which allows them to step back and enjoy the fruits of their labour.

Swimart is a proven concept that has been operating for 30 years. It is backed by Waterco Ltd, one of the world’s premium pool and water treatment and filtration specialists, and a publicly listed company that operates in eight countries around the world.