Swimart bolsters executive team


Tuesday, 02 October, 2018

Swimart bolsters executive team

Waterco’s Swimart network has expanded its team with the appointment of Executive Officer Rick Graham. This comes less than a year after welcoming Franchise Development Manager Alex Johnson and Marketing Manager Nathan Hallahan to the fold.

The new position marks a change in charter, one that sees the company take on a more strategic approach in a dynamic retail landscape dominated by technological disruption.

“When I met with the Swimart team and we discussed a growth agenda, the idea of increasing our current performance alongside the company’s reach and distribution was very appealing to me,” said Graham.

“Swimart has built a great foundation built on knowledge, expertise and trust, and there is more we can do to better engage with our customers and extend our reach into new markets.

“For me, it’s now a matter of charting out what that looks like over the next few years,” he said.

With 74 franchise outlets across ANZ and a fleet of more than 250 mobile service vans, Graham said Swimart’s success can be further demonstrated through its longstanding franchisees such as Bob Tully, Reg Blue and Murray Lonie, who have been with the franchise for up to and over 30 years.

“That is very rare, especially for a franchise model.

“Many last five to ten years but very few go well and beyond that. It certainly is a strength of the brand in terms of knowledge, tenure and expertise. You only stay in a long-term franchise relationship if it has served you well,” he said.

With the franchise sector making headlines for all the wrong reasons over the past couple of years, Graham said Swimart will continue to build on its winning formula, finessing it year after year.

“It is all about focusing on the customers’ needs for today and tomorrow, and ensuring the brand continues to meet their expectations in the way they want to shop.

“Everyone plays an important role in order to succeed. It requires the franchisor re-investing in the brand system to ensure it remains top of mind and relevant to the customers, the franchisees to consistently deliver on the service promise and the suppliers to be providing the latest innovations and advancements within the industry, be it trends or changes in customer needs,” he said.

Stopping to smell the roses is crucial to the longevity of a brand that operates in a retail landscape increasingly disrupted by technological advancements.

“Not enough companies stop to acknowledge their successes or achievements.

“Building a strong sales culture underpinned by rewards and recognition is very important to a company’s long-term growth and success,” Graham said.

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