John O’Brien moves to non-executive director role in significant Poolwerx transition

Poolwerx has announced that founder and former CEO John O’Brien is stepping into a non-executive director role.

Steve Greenbaum, who has served as Poolwerx non-executive director for the past nine months, has been appointed global executive director. This is an evolutionary change for Poolwerx as the company embarks on global expansion, with Greenbaum guiding the business into its next chapter.

O’Brien says he will remain closely involved with Poolwerx in a growth and strategic capacity, providing ongoing oversight, guidance and continuity to ensure the brand continues its successful trajectory, while ensuring the company’s vision and values remain people and future-focused.

“This transition marks an exciting new chapter, not just for me personally, but for the Poolwerx business globally,” says O’Brien.

“I’m honoured to pass the ball to a trusted friend in life and business, Steve Greenbaum, whose experience and leadership will be instrumental in driving continued growth. I remain deeply committed to our people and our purpose, and I look forward to refocusing my role to focus on growth and stepping from the field into the coaches box.”

Greenbaum founded PostNet International Franchise Corporation (PostNet), growing it to nearly 700 locations across 14 countries, and went on to lead Best Life Brands before launching Full Contact Franchising. A certified franchise executive, former chairman of the International Franchise Association (IFA) and Undercover Boss alumni, he brings a wealth of experience in leadership and growth.

“It’s an honour to continue my journey in franchising with such an impressive group,” says Greenbaum.

“I know what it takes to build a franchise organisation and I’m excited to collaborate with our Country CEOs to drive us to new heights. What truly resonates with me is the genuine passion our people have for Poolwerx, and the positive impact we make on families and communities.”

Nic Brill will continue in his role as CEO of Poolwerx ANZ, providing ongoing leadership for the Australian and New Zealand business as the company builds on more than three decades of success and momentum.

Poolwerx says this transition reaffirms its commitment to its number one corporate KPI – franchisee profitability – along with a continued focus on innovation, franchise partner success, and global growth.

Currently, Poolwerx has a global network of 185 retail stores, more than 700 service vehicles, and operates across more than 350 territories.