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.”
