Poolwerx Announces Leadership Transition

Poolwerx has announced a significant leadership transition with Founder and former CEO

John O’Brien stepping into a Non-Executive Director role. As part of this evolution, Steve Greenbaum has been appointed as Poolwerx Global Executive Director, marking a new era for global expansion and operational experience that will guide the business into its next chapter.

Mr O’Brien 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,” said Mr 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.”

Mr Greenbaum is no stranger to Poolwerx, having served as a Non-Executive Director for the past nine months. A franchising powerhouse, he founded PostNet International Franchise Corporation (PostNet), grew 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, Mr Greenbaum brings a wealth of experience in leadership and growth.

“It’s an honour to continue my journey in franchising with such an impressive group," said Mr 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 over three decades of success and momentum.

With this transition, Poolwerx reaffirms its commitment to its number one corporate KPI - franchisee profitability - along with a continued focus on innovation, Franchise Partner success, and global growth.