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How to Run a Swimming Pool Service in Australia

Swimming pools provide Aussies with a much-needed escape from the sweltering heat. That’s why swimming pool maintenance is in high demand. But to stand out from your competitors, you need to arm yourself with the proper knowledge to succeed.

After spending the colder months indoors and neglecting the backyard, who do Australians ask to whip their pools back into shape?

That’s right—swimming pool maintenance companies.

Whether it’s for a general clean up, chemical changes, machinery repair or something else, pool technicians like you are the heroes of summer.

But how can you beat your competition and run a successful pool servicing company?

We’ve got the answers for you below.

How You Can Differentiate Your Business 

Standing out from your competitors is crucial for increasing market share and growing your business.

Here are a few ideas:

  • Make life easy for customers: Implement faster reply times, never miss an enquiry and add a refund policy that benefits customers. These are a few things you can do to make dealing with your company easy. Ask existing customers what they’d like to see and implement the best ideas.
  • Offer a subscription service: Customers can choose from your list of services for which you charge them a monthly fee and automatically schedule them for maintenance. Subscriptions provide convenience for customers and steady revenue for your business.
  • Use environmentally-friendly supplies: Green supplies aren’t only good for the environment, but they’re often better for peoples’ skin. Nobody wants to end up with skin issues after going for a swim!

Certifications You Need Before Doing Swimming Pool Maintenance in Australia

You’ll likely need licenses and certifications to offer pool maintenance in Australia. However, this will vary depending on the services you offer and where you run your business.

For example, in NSW, you’ll need a license if you want to:

  • Fix and maintain pool parts, e.g. plumbing, solar heating systems and filters.
  • Offer painting, resurfacing and acid washing.
  • Clean pools with various chemicals.

There are also a few licences to choose from:

  • Contractor license: This allows you to work on a contract and advertise your services.
  • Qualified supervisor certificate: This enables you to supervise the work of others as a business owner or employee.
  • Endorsed contractor license: A combination of the previous licenses.

To be eligible for these licenses, you’ll also need some formal training, such as a certificate III or IV in Swimming Pool and Spa Service.

How You Can Analyse Your Competitors

To analyse your pool maintenance competition, you’ll want to make a list of every business that offers similar services in your area.

After you have your list, you should:

  • Look at their website and see what stands out to you. Is there anything you like or dislike about their website?
  • Check out customer reviews on third-party websites. Reviews will highlight what the company does right (things you can copy) and what they don’t (things you can do better.)
  • Write down your competitors’ services. Can you offer something similar but with more value? What about something unique that no one offers?
  • Talk to their customer service staff and see what the experience is like.

Besides directly analysing your competitors, you can also subscribe to the Swimming Pool & Spa Association or Master Pool Builders Association. These associations will provide high-level industry knowledge and keep you up-to-date with trends and best practices.

Industry Outlook For Australian Pool Maintenance Companies

Thanks to Covid-19 and travel restrictions, demand for pools and spas has grown by 30 - 50%. Some pool builders even have waiting lists spanning 12 months or more.

This surge in demand is great for pool maintenance companies as there will be a higher demand for cleaning and repairs in the future.

Interesting Facts About the Industry 

The swimming pool and spa equipment industry has grown by a healthy 5% over the last five years.

There are just over one million pools in Australia.

Australians spend between $1,000 to $1,400+ to maintain their pools each year.

Innovative Marketing Strategies 

Marketing plays a vital role in every pool service business. That’s why it’s essential to use effective strategies, like:

  • Old-school direct mail: While everyone focuses on digital advertising, you can use direct mail to target customers in specific areas. Plus, Australians read a substantial 92% of all mail delivered to their home.
  • Facebook paid marketing: There are over 20 million Australians that actively use social media, and Facebook is one of the most popular platforms. You can share before and after pictures, videos showing your maintenance process and general tips and tricks that customers can use to maintain their pools.
  • TikTok reels: Like Facebook, TikTok has become another platform with high customer engagement. You can share similar content like tips & tricks and before & afters.

Financing Options For Expanding Your Business

When you’re ready to expand your pool maintenance business, there are many funding options available.

For example:

  • Traditional lenders: ANZ, Commonwealth Bank, BOQ.
  • Alternative lenders: Prospa, Judo Bank, Lumi.
  • Peer-to-Peer loans: ThinCats, Society One, MoneyPlace

What to Consider When Selling Your Business 

Before you sell your business, you want to make sure everything runs smoothly and that the company has solid Standard Operating Procedures (SOPs).

Then the next step is getting an accurate valuation of your company. Getting a valuation will ensure that you:

  • Don’t receive a low-ball offer for your business.
  • Have a benchmark which you can negotiate from.
  • You can find ways to improve your valuation if it’s lower than expected.

You’ve got a few options when you want to sell your business, such as:

  • Asking friends or family.
  • Contacting local business owners in the same industry.
  • Selling it through your network.

However, these options don’t always give you the most visibility. By listing your swimming pool service on, you’ll have access to thousands of buyers across Australia, allowing you to get the best price for your company.

Megan Kelly

About the author

Megan is Head of Content Marketing at She is an expert copywriter and content marketer.