Poolwerx Keller has been a trusted name in pool service, repair, renovation, and retail for over 25 years. Founded in 1997 by Frank Disher, the company started as a small operation with no prior experience in the pool industry. A licensed electrician and former FAA air traffic controller, Disher took on the challenge of learning the business from the ground up. His commitment to innovation and education laid the foundation for what is now a thriving multi-location enterprise.
Today, Poolwerx Keller operates three retail locations and five service territories, providing expert pool maintenance, equipment repairs, and renovations. Since joining the Poolwerx franchise in 2017, and since Frank’s wife Jacque joined the team, the company has expanded its reach and reinforced its reputation for industry-leading service and customer care.
At Poolwerx Keller, customer education is a top priority. One of its most popular initiatives, free pool schools, helps new pool owners understand maintenance basics through one-on-one sessions led by Frank himself. These hands-on classes, free from sales pressure, reinforce the company’s reputation as a trusted community resource.
Beyond education, exceptional service and personalized customer care define Poolwerx Keller’s approach. The company offers free product deliveries, in-home troubleshooting, and on-site service visits for pool owners facing unexpected issues. Even small gestures — like keeping dog treats behind the counter for customers who bring in their pets — enhance the welcoming, community-driven atmosphere.
Poolwerx Keller’s retail stores are designed with the customer in mind. Instead of cluttered aisles, the showrooms feature organized product displays, interactive equipment showcases, and modern merchandising. Leading brands like Jandy, Polaris, and Haviland are prominently displayed, while strategic product placements make shopping intuitive and enjoyable. The stores’ bright, modern design ensures that every visitor feels welcomed and informed.
Poolwerx Keller has fully embraced technology to enhance both customer experience and business efficiency. The company utilizes Oracle’s NetSuite platform, NextService, and Skimmer field service apps, providing real-time inventory access, streamlined scheduling, and seamless communication across locations. In addition, LaMotte Spin Lab testing allows for fast, accurate water diagnostics for retail clients.
Its online presence is equally strong. The DFW Pool Owner Facebook Group, with over 8,000 members, serves as an educational hub, where Poolwerx Keller shares videos, hosts Q&A sessions, and engages with the local pool community.
Known for its lighthearted and memorable marketing, Poolwerx Keller brings fun to the industry. Employees often dress in duck, dolphin, or turkey costumes to attract attention during peak seasons. These creative promotional tactics, combined with humorous video commercials, have helped establish a recognizable and engaging brand identity. The “Adopt a Polaris” campaign was a standout success, playfully introducing new customers to the store, while the Robotic Bundle Deal campaign led to a significant boost in robotic pool cleaner sales. By blending education with entertainment, Poolwerx Keller ensures its marketing remains effective.
As Poolwerx Keller looks to the future, the company plans to expand service routes, open new retail locations, and enhance its digital presence. A focus on environmental sustainability, leak detection, and pool safety innovations will position it as a leader in nextgeneration pool care.
Beyond business growth, community involvement remains at the heart of Poolwerx Keller. Frank, Jacque and their team mentor industry newcomers, support local initiatives and contribute to professional organizations like IPSSA and PHTA. Regularly attending pool industry events, the company is dedicated to raising industry standards through professionalism and education.
With a foundation built on determination, customer-first service, and continuous learning, Poolwerx Keller is shaping the future of pool care excellence. As Frank puts it, “We’re not just running a pool business — we’re building a legacy, and we’re here to stay.”
