Swimart Doncaster

What Swimart Doncaster does

Swimart Doncaster is a single franchise location of the Swimart pool and spa care network, operating as a retail showroom and mobile service business serving residential pool and spa owners in suburban Melbourne, Australia. The business is operated under the Waterco Limited umbrella (ASX-listed), which manufactures pumps, filters and chemicals and provides direct supply-chain access to franchisees.

The product offering spans three categories: chemicals (algaecides, balancing chemicals, clarifiers, oxidisers, salts and minerals, sanitisers, spa chemicals, sunscreen and troubleshooters), equipment (filters, heating, pool cleaners, pumps and sanitisation systems), and accessories (automation and controllers, cleaning accessories, covers and rollers, lighting). Branded lines include Vitale, Aqua~Health, Poppits and Perox. Services include water testing, on-site test and balance, pool cleaning across three subscription tiers (Express Care, Value Care, Premium Care), pool filter service, equipment repairs, green pool recovery, chemical deliveries, kerbside pickup, and onboarding support for new pool owners.

The business model combines transactional retail product sales with recurring monthly service subscriptions and franchise fee revenue to the parent. Go-to-market is sales-led via franchise-operated storefronts, mobile service vans and the swimart.com.au website, supported by a Knowledge Hub of DIY content and a store locator. Customer segments are residential pool and spa owners, with secondary targeting of entrepreneurs interested in franchise ownership or store conversion. Pricing is not publicly disclosed; tiered service subscriptions and per-quote product/service pricing apply.

Name

Swimart Doncaster

Legal name

Waterco Limited

Website

https://swimart.com.au

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Swimart Doncaster is a franchise retail and mobile service store selling pool and spa chemicals, equipment and accessories, and providing tiered maintenance subscriptions to residential pool and spa owners in suburban Melbourne, Australia.

Ownership category

akta.pro rank

Product category

Pool and Spa Care Services

akta.pro primary industry

Water Testing & Chemical Balancing (HSAIALAB)

akta.pro secondary industries

Pool & Spa Chemicals (Chlorination, pH Control, Algaecides) (CRAJAKAL), Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)

Keywords

• Pool maintenance services
• Pool and spa chemicals
• Pool equipment supplies
• Water testing services
• Pool repair services

Headquarters

HQ city

Rydalmere

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Product Sales: Sale of pool and spa chemicals, equipment, accessories including filters, pumps, cleaners, heating, sanitisation products, automation controllers, lighting, and covers
2. Service Provision: On-site pool and spa services including cleaning, maintenance, repairs, water testing, green pool recovery, filter service, and equipment repairs
3. Franchise Fees: Revenue from franchisees operating Swimart retail stores and mobile service businesses under the Swimart brand

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Swimart Doncaster is a franchise retail store and service centre operating under the Swimart brand, providing pool and spa chemicals, equipment, and accessories alongside on-site services such as cleaning, maintenance, water testing, filter service, equipment repairs, and green pool recovery. The location serves residential pool and spa owners in the Doncaster area of Victoria, Australia.

Product overview

Swimart is a pool and spa care retail and service business offering a comprehensive range of products and services for residential and commercial pool owners in Australia. The company operates as a franchise network backed by Waterco Ltd (ASX-listed). Product offerings include three main categories: Chemicals (Algaecides, Balancing Chemicals, Clarifiers, Oxidisers, Salts and Minerals, Sanitisers, Spa Chemicals, Sunscreen, Troubleshooters) sold under brands including Vitale, Perox, Aqua~Health, and Poppits; Equipment (Filters, Heating, Pool Cleaners, Pumps, Sanitisation); and Accessories (Automation & Controllers, Cleaning Accessories, Covers & Rollers, Lighting). Services include Pool Care Services (with Express Care, Value Care, and Premium Care tiers), Pool Filter Service, Pool and Spa Equipment Repairs, Water Testing, Green Pool Recovery Service, Pool Chemical Deliveries, On-Site Test & Balance, Kerbside Pickup, and New Pool Owners Service. The company also offers franchise opportunities for retail stores and mobile service operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Vitale Mineral Salts Mineral salts product for pool water treatment, sold to residential pool owners.
• Perox Safe & Clear Pool clarifier product for residential pool owners.
• Aqua~Health Nilphos Plus Phosphate treatment product for residential pools.
• Aqua~Health Wet Weather Pack Chemical pack for pool maintenance during wet weather conditions, targeted at residential pool owners.
• Aqua~Health Season Starter Pack Complete chemical starter kit for beginning the pool season for residential pool owners.
• Poppits Spa Safe Spa water treatment product for residential spa owners.
• Poppits Peroxsil Spa Start Up Kit Spa startup chemical kit using the Peroxsil formula for residential spa owners.
• Poppits Peroxsil 395 Chlorine Free Sanitiser Chlorine-free spa and pool sanitiser for residential pool and spa owners.
• Insta Pro Phosphate Test Strips Test strips for measuring phosphate levels in pool water for residential pool owners.
• Poppits Sanitiser 4 Way Test Strips Multi-parameter test strips for pool water balancing, used by residential pool owners.
• Aqua~Health Salt Cell Protek Salt cell protection product for chlorinator systems, sold to residential pool owners.
• Poppits Spa Sanitiser Spa sanitiser product for residential spa owners.
• Pool Care Services Recurring pool maintenance service including vacuuming, water balancing, and equipment checks. Offered in three subscription tiers: Express Care (basic water testing and chemical balancing), Value Care (adds salt cell cleaning and cleaner checks), and Premium Care (full-service including brushing, vacuuming, and equipment area cleaning) for residential pool owners.
• Pool Filter Service Pool filter cleaning, degreasing, and sand replacement service to maintain filtration performance for residential pool owners.
• Pool and Spa Equipment Repairs Equipment repair services including diagnosis and repair of pump, filter, and chlorinator problems for residential pool and spa owners.
• Water Testing Water testing service providing accurate analysis of pH, calcium, and total alkalinity levels along with chemical recommendations for residential pool and spa owners.
• Green Pool Recovery Service Service to restore green or contaminated pools to clean and healthy condition for residential pool owners.
• Pool Chemical Deliveries Delivery service for pool chemicals and supplies to residential customers.
• On-Site Test & Balance On-site pool water testing and chemical balancing service delivered at the customer's location for residential pool owners.
• Kerbside Pickup Kerbside pickup service for pool equipment and supplies ordered by residential customers.
• New Pool Owners Service Specialised service for new residential pool owners covering setup guidance and maintenance education.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Waterco Limited: ASX-listed parent of Swimart and a global manufacturer and distributor of pool equipment, chemicals, and water treatment products; comparable as a broad pool-industry incumbent whose product portfolio overlaps with much of Swimart's equipment and chemical assortment.
• Hayward Pool Products: Large US-headquartered pool equipment manufacturer offering pumps, filters, heaters, cleaners, sanitisation and automation; comparable broad incumbent whose products are sold through Australian pool retailers and compete against Swimart's installed equipment base.
• BioGuard (Lonza): Established global pool and spa chemical brand operating through a network of independent BioGuard dealers in Australia; comparable as an incumbent channel competitor combining branded chemicals with local servicing that parallels Swimart's retail-plus-service model.
• Bunnings Warehouse (Wesfarmers): Australia's dominant home improvement retailer and a major channel for pool chemicals, basic equipment and accessories; competes with Swimart's retail stores for DIY pool-care product spend, particularly on commoditised chemicals and entry-level equipment.
• Pentair: Global pool and water treatment equipment manufacturer supplying pumps, filters, heaters, automation and sanitisation systems widely distributed through Australian pool retailers and service companies — directly competes with Swimart's equipment category.
• Fluidra / AstralPool: Global pool equipment manufacturer (AstralPool brand) with strong Australian distribution across pumps, filters, heaters, and sanitation; competes with Swimart at the equipment and chemical manufacturer/supplier layer across the same residential pool customer base.

Others

• Lo-Chlor Chemicals: Australian manufacturer and supplier of specialty pool and spa chemicals (chlorinators, algaecides, balancers); an upstream supplier comparable to Swimart's chemical category and a potential alternative source for franchisees and competing pool shops.

Direct peers

• PoolWerx: Australia and New Zealand's largest pool and spa service franchise network, offering residential pool maintenance, water testing, equipment repairs and chemical retail through franchisees — the closest direct competitor to Swimart's franchise service and retail model.

Regional players

• Classic Pool & Spa Centre: Australian independent pool and spa retail/service retailer offering chemicals, equipment, water testing and on-site servicing — comparable regional operator competing with Swimart franchise stores at the local territory level.
• Spa World: Australian specialty retailer of spas, swim spas and hot tubs with servicing and chemicals; comparable as a regional pool/spa retail and service operator serving overlapping Australian residential customers with a more spa-focused mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/swimart

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Swimart Doncaster