Poolwerx founder and executive director John O’Brien is shifting to a new role in the business, a non-executive director’s position.
US-based Steven Greenbaum replaces O’Brien and will lead the business as global executive director.
Greenbaum is the founder and former CEO of PostNet, and a former chair of the International Franchise Association in the US.
While Poolwerx’s global head office remains in Milton, Queensland, the appointment of a US-based executive director shifts the brand to be global-centric.
“Australia still accounts for 60 per cent of the business but this reweights us for an even balance, it gives us more resource to grow even faster,” O’Brien said.
Poolwerx operates in 17 US states, holding 2 per cent of the market. In Australia it claims a 20-25 per cent market share.
As executive director O’Brien held a half-time role, now he expects to spend 20 per cent of his time on Poolwerx.
“I will still be very involved and work more closely with the executive director and CEOs, and focus on strategy and growth.
A smooth, planned transition that’s good for business
“I was committed when I started to plan this process back in 2019, to transition in a way that is good for me and my family, the brand and the franchisees.
“Franchisees sometimes buy the values and vision of the founder. If you suddenly exit, those who invested query what’s happening next,” he said. “I wanted it to be a gradual process, to instill more confidence within the business.”
O’Brien said when Norwest private equity became a major investor in the business in 2022 part of the agreement was he would stay involved as executive chair.
“However, I didn’t want the responsibility of being at the top of the tree,” O’Brien said. “So we appointed an independent chair, Sue Collins, and I was executive director. This gave me more time to coach and mentor the four-person senior executive team.”
The Poolwerx founder also coached the two country CEOs: Nic Brill in Australia and Andrew Kidd in the US.
He said the founder working with two CEOs has ensured a smooth transition to leadership and management.
“To use a sporting metaphor, I moved from onfield captain as global CEO, to being in the coaches’ box, three years ago, to now moving to the board. I’ve shifted from operations to tactics and now strategy.”
Poolwerx founder finds right time to step into a new strategic role
O’Brien told Franchise Executives why now is the time to step away from day-to-day involvement with the business.
“I didn’t want to be the sportsman who played one season too many. We’ve continued to be strong through Covid, and over the last couple of years. The March quarter is up on our plan globally and in the US and Australia.
“And I have a great executive director behind me. I’ve known Steve for 20 years, he is very strategic, a great leader and mentor. Steve shares my values of doing business, and is focused on franchisee success. Franchising is in his blood.
“When I bought Steve in as director nine months ago it was an opportunity for people to get to know him, and he spoke at our convention.
“He knows the US franchise space and customer – and this is an area where we are growing. Steve can share great US ideas,” he said.
