or 'VIP', but it goes way beyond that to incorporate financial institutions, banking and book keeping."

O'Brien is an industry aficionado. A previous 'franchisor of the year', the 50-year-old is an uncannily accurate visionary, bold innovator and one of the few people in franchising who has experienced first hand the roles of franchisee, master franchisee, and franchisor.

Stepping into the industry shortly after completing his university degree, he became an early corporate star when Cadbury Schweppes tasked him with converting hundreds of soft drink home-delivery drivers into franchisees. He soon took the ACT master licence for himself, followed by Western Australia and Queensland. It was to be the genesis of a career, which 25 years on, has positioned him as one of the most respected identities in the industry.

In 1996, O'Brien took one year off work to travel the globe in a quest to discover a new franchise idea. Not long after, PoolWerx was swimming laps around its competitors. The company recently expanded its operations into New Zealand, the US and Europe. It boasts 300 vans, 42 retail outlets and 200 franchises Australia-wide. O'Brien plans to open an extra 30 stores in 2008. The after-market pool sector is now a $1.5 billion industry - well worth tapping into. Gold Coast businessman Terry Morris became a shareholder of the company in 2000.

"You've got to find an industry that's either fairly strong or on the way up. There's no point in trying to pioneer an industry. An established sector where there may not be any franchise players is the place to look," says O'Brien.

"In 1996, we kicked off PoolWerx as a franchise organisation and put systems in place right from the start. This allowed rapid growth, funded by new franchises, because we had the right systems. We set up PoolWerx to be a global franchise company and stuck to our guns. We recently exhibited in Paris and received 80 enquiries for (franchising) systems across Europe. My focus is spearheading the brand into further markets overseas."

O'Brien says acquisition and brand amalgamation is positive for the industry as it diversifies to stay competitive. Major franchisors such as Allied Brands, the Australian franchisor of Baskin Robbins, recently paid $5.8 million for Kenny's Cardiology, acquiring 32 stores in the process. The company also owns the Cookie Man franchise.

"It's a good move to have three to five brands under the one roof," he says

"The Gold Coast is beautifully set up for that. It's perfectly positioned to capture a good share of the industry in Australia."

Southport-based Retail Food Group (RFG) is another Gold Coast success story, recently securing the Brumby's Bakeries bread chain.

Former managing director at Brumby's, Michael Sherlock, and non executive director Markus Barlow have resigned from their positions, alongside chairman Terry O'Dwyer and non-executive director Mark Foley. The positions have been filled by RFG executives John Cowley (chairman) to non executive chairman and chief executive Tony Alford, who is the new Brumby's CEO. RFG's Colin Archer and Nigel Nixon have also been appointed to the board. Brumby's has 321 franchised stores in Australia and New Zealand, while RFG has 288 Donut Kings and 71 bb's outlets.

Alford says there are no plans to reinvent the wheel with the Brumby brand - an iconic business model that has delivered to its shareholders.

"Although RFG will now have 680 franchised outlets under its stewardship. Brumby's will retain its unique and distinct branding and identity. The Brumby's franchise system has significant scale and is a well developed and successful system which has delivered consistent earnings to its shareholders," he says.

Specialist franchise lawyer at McLaughlin's Solicitors, Ivan Poole, says the Gold Coast is staking a claim to become the franchise hub of Australia. Poole has spent the past 20 years in a full-time franchising capacity, launching six new franchisors each year in the past four years to the market.

"Franchising is the fastest way to expand a business without using your own capital," says Poole.

"Ninety nine per cent of franchisors are hands on, which gives them a great understanding of how to run the business."

PoolWerx king O'Brien created the first 'career path' in franchising by enabling franchisees to start small and mobile and grow a 'hub and spoke' empire. He says successful franchise companies have become the target of cashed-up private equity firms with the US leading the charge.

"More and more companies have been listing on the ASX, but expansion via private equity is very common now," he says.

"Franchising is the flavour of the month. Private equity in the US is targeting the franchise industry. It's starting to happen in Australia, too, with the recent Eagle
Boys acquisition."