Swimart brand refresh to hit 25 stores

By Sarah Stowe | 11 Mar 2020 View comments

The Swimart brand overhaul has already rolled out five stores with another 20 lined up to be completed in the next two months.

Newly-minted brand and communications manager Tatiana Radzim said “At this stage we have successfully rolled out five stores – three in NSW and one each in Victoria and Queensland.

“In the coming months, you will see the new brand image come to life as we roll out another 20 nationally in the next couple of months.”

Radzim’s role is to help guide the 74 franchises into the next phase of business

The rollout is the first major brand refresh for 36 years.

Executive officer Rick Graham, marketing manager Nathan Hallahan and franchise development manager Alex Johnson, spearheaded the initiative.

Revealing the new look last year Hallahan said “We’re investing in the brand for future growth and working as one network on a strategy totally focused on the customer needs, so they can love life in their pool, which is great for anyone looking to become part of Swimart’s franchise family,” he says.

Swimart brand and communications manager

Swimart brand and communications manager Tatiana Radzim | Inside Franchise Business

Swimart brand and communications manager Tatiana Radzim | Inside Franchise Business

The brand refresh rollout is a project Radzim immersed herself into when she joined the pool franchise late in 2019.

“The strategy set by Swimart CEO Rick Graham and the marketing team to take the brand to a whole new level resonated with me,” she said.

Radzim has more than 10 years of cross-functional experience in product marketing, brand management and business development in the retail environment.

She also has extensive small and medium business marketing experience in the franchise sector working with Cafe2U, The Coffee Guy and Gloria Jean’s Coffee during her Retail Food Group career. 

“I love to support and see small businesses like franchisees realise their true potential by building effective national and local marketing area campaigns,” Radzim said. 

“Whenever the opportunity arises, I try to get to know the different franchisees to better understand their small business needs,” she explained. “This ensures we are all on the same path and heading in the right direction. They are our eyes and ears in the field and the best source of feedback when it comes to marketing.”