Back to Previous

Swimart success ongoing for nearly 40 years

Sarah Stowe

When you invest in a franchise it’s good to know it has the smarts to survive the inevitable downturns of business, something Swimart can attest to.

Since opening its first store in 1983 in the Sydney suburb of Killara, Swimart has successfully ridden the rollercoaster of retail, some stores even coming out of the 2020 pandemic with a flourishing business.

That’s in part thanks to the restrictions in place which left Aussies looking to spend on their home and garden rather than on a vacation.

Marketing manager Nathan Hallahan says “International travel restrictions and domestic border closures have fuelled a renewed focus on home improvements, as consumers invest in installing a pool rather than taking a holiday.”

The company behind Swimart is now celebrating its 40th anniversary – quite a milestone.  In 1981 Waterco started out selling PVC pipes in Sydney with three staff and one truck driver. Today this is an ASX listed company operating one of Australasia’s biggest — and oldest — pool and spa networks.

Industrial, economic and environmental challenges have been part of the journey, says founder and CEO, Soon Sinn Goh.

“We celebrate our 40 years in business in a position of strength, having survived recessions, economic downturns, two factory fires and one pandemic,” he says.

Of course innovation and adaptability are key to continued business success and Goh points out the company continues to innovate, expand and diversify.

Waterco has gained an international reputation for its engineering and efficient manufacturing processes.

“This enables us to deliver high quality, durable products to over 40 countries around the world,” Goh says.

“Thanks to our loyal staff, customers, investors and Swimart franchise partners, we are now able to proudly position ourselves as a successful Australian company competing effectively on a global scale with the major players in each of the international markets in which we operate – many of which are significantly larger than Waterco.”

Swimart Cairns back in the day | Inside Franchise Business Executive
Swimart Cairns back in the day | Inside Franchise Business Executive

While the store branding has changed several times over the years the latest iteration launched last year was the first major brand refresh for 36 years.

It costs about $45,000 for a Swimart mobile franchise and from $180,000 to $250,000 (plus stock) to buy a retail store. Incoming franchisees get 23 days intensive training, and sign up to a five year term, with one option to renew.

Today there are 77 franchised stores across Australia and New Zealand. Check out locations for sale here.