MARKET REPORT: POOLS
DIVING IN
Australians love a backyard pool, which is good news for the ever-growing pool care sector that combines retail with maintenance.
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early 2.7 million Australians have a house with a swimming pool, according to the most recent Roy Morgan survey (2018). That translates to about 13 percent of the Australian population enjoying a backyard splash. And according to a report on Linkedin, an estimated 25,000 new inground pools are built each year. Lindsay McGrath, CEO of SPASA, the swimming pool and spa industry association in Australia, says there is now a six- to 12-month wait for most pools and spas. “The industry has never before seen this level of demand. There’s been a 50 percent increase in demand for the last two years, with capacity hit at 30 to 35 percent over a normal year,” he points out.
Clark Rubber How many customers will your franchisees service in 2022? Pool servicing represents a massive opportunity for Clark Rubber, not just through the store network but also the mobile service vans. The target is to service at least 100,000 pools over 2022. What are the top maintenance concerns for customers? The biggest concerns for pool owners are managing the water chemistry and maintaining pool equipment. Ensuring pool and spa water is balanced, safe and healthy to swim, and keeping equipment well maintained and clean goes hand in hand with good pool water management.
And there’s no sign of the demand easing as Aussies continue to fulfil their dream of a backyard pool – even in smaller household settings. “The trends are swim spas and plunge pools as the smaller block size demographic has exploded and householders want a beautiful piece of blue in their backyard. Recent events have increased the desire for a happier and healthier community atmosphere a pool or spa brings to families. Everyone wants that everyday-cation feeling,” Lindsay says. Claudia Burgio-Ficca, author of the Swimming Pool and Spa Equipment Stores in Australia report November 2021, suggests that while the sector is predicted to face smooth waters ahead, with a rise in revenue,
How often do technicians clean a pool? Usually a customer gets their pool cleaned once per month, but over the summer months, or if the pool is used regularly, it happens every two weeks. How long does it take to clean a pool? The average pool takes between 45 and 60 mins to clean. How many clients could a franchisee service in a week? With one technician a store could do 30 to 40 visits per week. How do franchisees get new clients? Social advertising/word of mouth/data collected through software called pooltrackr that registers a customer when
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profitability will be squeezed amid increasing competition in the sector. In the report, produced by IBISWorld, the author predicts a positive sentiment will help the pool care stores.
A rising tide? The pool care retail scene is a highly fragmented marketplace with Clark Rubber, Poolwerx and Swimart leading the way. However, the estimated combined market share of the three brands accounts for only about 25 percent of the market. Aside from the bricks and mortar stores providing pool accessories and tools for home maintenance, there’s a wave of mobile van franchisees and technicians servicing pools – both residential and commercial.
they come into a Clark Rubber store to get their pool or spa water analysis. What about environmental concerns? After severe weather, pools need more attention. Not just cleaning debris, but balancing the pool chemistry after heavy rain or dusty winds blow small particles into the pool. What will be the capital investment for a franchisee in 2022? Depends on location, but between $250,000 and $600,000. But a mobile service van could be as little as $40,000.
