Swimart launches dedicated mobile franchise network

By Sarah Stowe | 29 Oct 2015 View comments

Australasian pool and spa group Swimart is launching a mobile franchise network – a move it describes as a logical next step for the business. And initially the franchise group will focus on rural and regional areas.

Chris Fitzmaurice, Swimart’s Australasian manager, said “Our reason for this strategy is twofold: not only are we receiving increasing business enquiries from potential franchisees in these areas, but we are also experiencing significant consumer demand, created by greater awareness of the Swimart brand in these areas."

The addition of mobile franchises makes sense for the business, he said.

“We currently have over 70 stores and a fleet of more than 220 mobile service vans, which are a vital part of our retail business. We provide services around metropolitan, suburban and regional areas in Australia and New Zealand, so creating a dedicated mobile franchise network will fill obvious gaps in the market,” he said.

The strategy has been a two year project, with the concept built from the ground up.

"We have taken what we’ve learnt during our 30 years of operation and incorporated the best elements and built upon these to create a dedicated mobile home service offering. And we’re offering it for a very attractive cost," said Fitzmaurice.


Investing in a mobile franchise will cost about $85,000; the cost includes tools, technology, training, initial marketing campaigns, and a potential client list.

The franchisor has negotiated fleet discounts with Hyundai and Toyota for suitable vehicles. A van fit out manual provides information on livery, fitting out a vehicle, plus the storage of tools, chemicals and equipment.

“Not only that, but we will provide strong marketing support including television campaigns, featuring Olympic swimming champion Susie O’Neil, SEO and SEM campaigns, an easy to navigate, interactive website, and individual homepages on the Swimart website for all franchisees,” Fitzmaurice said.

“Mobile franchisees will also benefit from Swimart’s online store, which is being launched in the early new year. Put simply, customers will be able to order products online, the franchisee will deliver the product to their door, and they will receive a full commission. In essence they get the sale.”

Swimart has also implemented a cloud based operating system, allowing franchisees to access data in real time wherever they are. It enables them to create invoices on the spot to help streamline the accounts system and assist with cashflow.


Swimart’s mobile franchises will service both residential and commercial pools with a suite of 21 set service offerings.

“Our service packages include our most popular home and commercial pool services including the Lifestyle Service, the Care Service and the Home Pool Health Check,” Fitzmaurice said.

“Swimart franchisees will also offer pool surround restoration services, such as paver cleaning and sealing. These services can provide a good source of additional income, especially in the winter months.”

There is the opportunity for mobile franchisees to develop their business into a retail operation as their customer base and business grows.

Swimart is in negotiations with three potential mobile franchisees and will start advertising in targeted regions in January next year.