Poolwerx is a global pool and spa maintenance, repair, and retail franchise that serves customers through both mobile service and retail locations. Founded in 1992, the brand helps keep pools and spas clean, safe, and healthy with professional service, products, and support.
Darlene Viering is Senior Vice President of Franchise Development at Poolwerx and brings more than 20 years of franchising experience to the brand’s U.S. growth efforts.
Franchise Chatter (FC): Can you tell us about your journey and how you came to lead franchise development at Poolwerx?
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When I owned a UPS Store, I learned firsthand how much your ZIP code shapes your outcome. I sold my store at a premium because my territory was in a high-value area. The best areas go first, and once they're gone, they're gone. Enter your ZIP code to see which franchises are still available near you, saving you months of wasted research.📈Dreaming of Multi‑Unit Success? Lock In Prime Territories Before They're Gone.
Colin started as a team member at 21 and now owns 6 locations in Tampa Bay. Lisa came from marketing and built 21 in San Diego. The most successful multi-unit owners move early and secure markets with room to grow. Use our free tool to search multiple ZIP codes and find franchises where you can still stack locations, before someone else does.Darlene Viering (DV): I started in franchising over 20 years ago at Huntington Learning Centers. I started with the brand, running their National Call Center and supporting franchisees. Post-recession, the founders asked me to head franchise development. Hesitantly, I took on the position of VP of Sales for the company and ran both Fran Dev and the National Call Center. I spent 15 years there and then joined Junk King as the pandemic started in 2020.
I started with Junk King as VP of Franchise Development, selling franchises. Within a year, the board asked me to also lead the National Account Team and then very shortly after that asked me to run their National Call Center becoming the Chief Sales Officer to help prep the company for sale. During this time, Norwest Venture Partners, the private equity company behind Junk King, purchased Poolwerx and I was introduced to the Poolwerx brand and CEO.
Junk King sold to Neighborly at the end of 2022 and I stayed on with Junk King for about 2.5 years as CSO and consultant. In 2025, I began working with Evive Brands (Assisted Living Locators) and then crossed paths with Poolwerx again. I made the decision to come over to Poolwerx because I enjoy working with brands that are in a state of change and growth, helping them formalize processes and procedures to scale.
FC: What makes Poolwerx’s franchise model unique in the pool service industry?
DV: There are a few things that make Poolwerx unique in the industry:
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When I owned a UPS Store, I learned firsthand how much your ZIP code shapes your outcome. I sold my store at a premium because my territory was in a high-value area. The best areas go first, and once they're gone, they're gone. Enter your ZIP code to see which franchises are still available near you, saving you months of wasted research.🔴Free Webinar: 6 Under-the-Radar Franchise Concepts That Serious Buyers Should Know
Every month we feature 6 standout franchises that could be the opportunity you've been looking for, each evaluated on disclosed financials and matched to the type of buyer most likely to succeed with it. Can't attend live on October 27 at 6PM EST? Register now and we'll send you the full recording the next day. Reserve your spot here.- Our Hub and Spoke Model — our franchise model combines both mobile and retail and has the scalability built into it. Our Franchise Partners start “small” and grow “big.” They start with mobile pool cleaning and maintenance (recurring revenue) with one vehicle, grow into multiple mobile units, and then scale from there into service, repair, equipment sales, and a retail location.
- The fact that we are a global company makes us unique. We are a brand with 33 years of experience with a global leadership and support, which Franchise Partners benefit from at their local level.
FC: What drew Poolwerx to expand into Alpharetta, Marietta and Sandy Springs, Georgia? What other areas are you hoping to grow in?
DV: Pool services are in high demand. Poolwerx launched here in the US in the “sunbelt” and we continue to grow in the southern states. Poolwerx has entered more northern states in the past few years and has seen great success with strong Franchise Partners. The number of residential pools is also an important part of the equation — our territories have 6,500 residential pools.
Poolwerx is looking to continue to expand in Texas, Tennessee, North and South Carolina and enter into new states such as Alabama and Mississippi. We are also focused on continuing to grow in more northern states, such as Indiana this year.
FC: What do you look for in franchise owners? What qualities did John Lange, the franchise owner in GA, demonstrate that made him the right partner for this new territory?
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When I owned a UPS Store, I learned firsthand how much your ZIP code shapes your outcome. I sold my store at a premium because my territory was in a high-value area. The best areas go first, and once they're gone, they're gone. Enter your ZIP code to see which franchises are still available near you, saving you months of wasted research.📈Dreaming of Multi‑Unit Success? Lock In Prime Territories Before They're Gone.
Colin started as a team member at 21 and now owns 6 locations in Tampa Bay. Lisa came from marketing and built 21 in San Diego. The most successful multi-unit owners move early and secure markets with room to grow. Use our free tool to search multiple ZIP codes and find franchises where you can still stack locations, before someone else does.DV: We look for Franchise Partners who align with our culture and are looking to scale a business, not just “buy a job.” Our Franchise Partners come from various backgrounds (sales, logistics and operations managers, veterans, home services, and trades as examples) and many come in as families or couples. Our Franchise Partners are both men and women.
John brought over 20 years in sales and a chemical engineering background, coupled with his desire to grow a multi-territory business.
FC: How does Poolwerx support Franchise Partners as they launch and grow their business?
DV: Poolwerx starts supporting our Franchise Partners from day one, throughout their life with the franchise.
- Our Onboarding team starts working with the new Franchise Partners immediately and walks them step-by-step in getting their business launched.
- New Franchise Partners attend a two-week hands-on “Pool School” at our corporate training center and will be working with our technical training team so they are prepared for servicing their first pools when they start. No prior pool experience is necessary. At Pool School, Franchise Partners will also be working with Marketing and the Operations team on their launch, which will happen shortly after they graduate from Pool School.
- Franchise Partners are assigned a Franchise Business Coach who will be a primary support for them and their business on an ongoing basis. FBCs visit our Franchise Partners in person and have regular communication with them.
- Marketing supports our Franchise Partners on an ongoing basis with national campaigns, local area marketing, and lead generation.
- Technical support for our Franchise Partners and their staff is only a phone call away.
- Franchise Partners receive our tech stack (systems) and training.
FC: What excites you most about Poolwerx’s growth in the U.S., and what opportunities do you see for the future?
DV: Poolwerx is poised to continue to grow and expand quickly. There is territory availability throughout the U.S. and there is demand for strong brands in this $15B fragmented pool industry. I love that Franchise Partners can be up and running quickly and that the scalability is built into the model, as well as recurring revenue and multiple revenue streams. The Poolwerx model offers what franchise candidates are looking for in a home service brand.
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