Poolwerx Northwest Arkansas is owned and operated by Jef and Danae Shields, a husband-and-wife team who believe in doing business the right way, showing up, answering the phone, and taking care of people. 

Jef and Danae are proud parents of five adult children, Thomas, Ben, Paxton, Rilan, and Whit, who all grew up in Little Rock and later attended the University of Arkansas. As their children made Northwest Arkansas home, Jef and Danae found themselves at a turning point. After Jef was laid off from his corporate position in Little Rock, they had a choice: remain in the corporate world or move closer to family and build something of their own. 

They chose family and a fresh start.

 

After exploring several franchise opportunities, they discovered Poolwerx and immediately felt aligned with its culture and values. The company’s support system, strong training program, and collaborative network of franchise partners stood out. Following intensive training in Dallas and Tulsa, their middle son, Ben, joined the business and began servicing pools throughout Bentonville, Centerton, Rogers, Fayetteville, and the surrounding Northwest Arkansas area. 

Most people don’t invest in a pool because they want to become a pool-care expert. They simply want their pool to be clean, safe, and ready to enjoy. 

That’s where we come in. 

Communication is a cornerstone of our business. When you call, email, or text Poolwerx NWA, you’ll hear back from a real person, often Jef or Ben, and you’ll hear back quickly. 

One of the main reasons we entered the pool maintenance industry was hearing the same frustrations from pool owners time and again: companies not showing up, unanswered calls, and customers feeling overlooked. With the rapid growth of new pools across Northwest Arkansas, we saw an opportunity to build a company that simply does what it says it will do.

We respond. 

We show up. 

We take a personal interest in every pool and every customer we serve. 

If there’s one factor that prevents the majority of pool problems, it’s balanced water. 

When water chemistry is off, issues escalate quickly. Algae can develop, surfaces may stain or etch, and essential equipment, pumps, filters, and plumbing, can wear out prematurely. A pool is a significant investment, and consistent maintenance is key to protecting it for the long term. 

Make it a habit to test your water regularly and keep it properly balanced. When testing, use a quality test kit with liquid reagents. These are far more accurate than test strips. While strips may be convenient, precision matters when safeguarding an investment like your pool. 

Balanced water keeps your pool clear, protects your equipment, and saves you money over time. Stay proactive, and you’ll avoid costly headaches later. 

We’re here for the long haul. 

Our goal is to build meaningful, lasting connections with the people of Northwest Arkansas and to stay actively involved in the communities we serve. This business isn’t just about cleaning pools, it’s about earning trust and becoming a dependable, steady presence for pool owners across the region. 

As we grow, we’re committed to growing the right way, by becoming the most responsive pool maintenance company in the market. That means answering the phone, returning messages promptly, following through on commitments, and treating every customer with the respect they deserve. 

Clear, consistent communication remains one of our highest priorities. We want to be the company you call not only when something goes wrong, but when you simply have a question and need honest, straightforward advice. 

Our mission is simple: to be the trusted resource for pool owners throughout Northwest Arkansas, and to demonstrate that trustworthiness every single day through our actions. 

One of the biggest challenges we’ve faced is servicing a large geographic area with limited resources. Northwest Arkansas continues to grow rapidly, and so does the demand for dependable pool service. 

To meet that demand, we are actively investing in additional service vehicles and expanding our team. Our goal is to ensure timely service, maintain the high level of responsiveness we’re known for, and continue delivering the personal attention our customers expect. 

As we grow, our commitment remains the same: show up, communicate clearly, and take care of people.