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Family businesses are the backbone of the Australian economy, combining entrepreneurial drive with deep-rooted values that often span generations. At the Family Business Association WA State Conference 2025, attendees heard from Bob and Rona Biernat, founders of Freedom Pools, and their General Manager, Grant Craig, in a conversation led by their long-time advisor Stewart Blizard, CPA and Accredited Family Business Advisor. With decades of experience guiding family enterprises through growth, succession, and resilience, Stewart brought a unique perspective to the discussion, highlighting both the business achievements of Freedom Pools and the importance of structured, values-driven advice in sustaining a family legacy.
Their remarkable 51-year journey from a small Wheatbelt town to a globally recognised swimming pool manufacturer is not only a story of resilience and growth but also an inspiring example of how family businesses can balance commercial success with culture, sustainability, and legacy.
This blog explores the Freedom Pools story, its lessons for other family enterprises, and why the Family Business Association plays a vital role in supporting this unique sector of the business community.
From Narrogin to the World
Freedom Pools began humbly in the early 1970s, when fibreglass was still a relatively new material. In Narrogin, a small Western Australian town, Bob Biernat and his brother-in-law first crafted fibreglass water tanks for local farmers. What started as a practical solution for the farming community soon planted the seeds for an ambitious new direction: swimming pools.
By the mid-1970s, Bob and his wife Rona recognised the potential for fibreglass pools to transform Australian backyards. With determination, they transitioned their focus and began manufacturing pools that were not only durable but also stylish and family-friendly. Over time, Freedom Pools became synonymous with quality and innovation, eventually reaching markets far beyond Australia’s shores.
Today, Freedom Pools exports globally, with a strong presence in Europe and Asia. Their designs, finishes, and patented innovations have won multiple industry awards and positioned the business as a leader in the international pool industry.
The Role of Family in Shaping a Business
Every family business is a reflection of the people behind it. For the Biernats, family values have always been central to their decisions. While Bob drove innovation and expansion, Rona championed people, relationships, and culture. Together, they built not just a company but a workplace where employees are seen as an extension of the family.
This philosophy became particularly evident during tough times. From recessions to plant fires, and even the global disruption of COVID-19, Freedom Pools relied on loyalty, adaptability, and trust to weather challenges. Employees were supported as much as possible, even when circumstances made sacrifices inevitable.
As Rona often emphasises, “Our people come first.” This outlook is one of the defining features of successful family enterprises. Unlike corporate-driven models that can prioritise profit above all else, family businesses often embed care and responsibility into their culture, which in turn fosters long-term loyalty and resilience.
Succession Planning with Purpose
One of the most candid insights shared at the Family Business Association WA State Conference 2025 was the Biernats’ approach to succession planning. Many assume that children or relatives will automatically step into leadership roles. But Bob and Rona made a different choice: they prioritised preserving the business’s culture and values over assuming family members would take over.
Their daughters have contributed to the business over the years, but the family decided not to impose succession on the next generation. Instead, they chose to professionalise the business, bringing in trusted leaders like General Manager Grant Craig. This decision reflects a growing trend among family enterprises – the recognition that sustaining success sometimes means entrusting stewardship to non-family members who share the same vision and values.
By focusing on governance, sustainability, and strategic planning, Freedom Pools demonstrates how families can secure both legacy and longevity. The emphasis is not on keeping leadership “in the bloodline,” but on ensuring that the business continues to thrive in alignment with its founding principles.
Lessons for Other Family Businesses
The Freedom Pools journey offers powerful lessons for other members of the Family Business Association and beyond:
- Values Build Resilience – Embedding family values into operations creates a strong foundation that helps businesses survive crises and thrive in growth periods.
- Adaptability is Key – From manufacturing tanks in Narrogin to building award-winning pools for global markets, Freedom Pools embodies the willingness to pivot and innovate.
- Professionalisation Strengthens Legacy – Family businesses that invest in governance, external advisors, and professional leadership structures position themselves for long-term stability.
- Succession is Not One-Size-Fits-All – The decision not to pass the business directly to children, but instead to focus on cultural preservation, illustrates a flexible and values-driven approach to succession planning.
- People Matter Most – Whether family or non-family, employees are integral to the story of any family enterprise. Investing in them ensures loyalty and sustainability.
The Role of the Family Business Association
The Family Business Association (FBA) provides essential guidance, education, and networking opportunities for businesses like Freedom Pools. By facilitating events such as the WA State Conference 2025, the Association creates a platform for families to learn from each other, share candid experiences, and explore strategies for governance, succession, and growth.
For Freedom Pools, participation in the Family Business Association WA State Conference offered a chance to reflect publicly on their journey and inspire others. Their story highlighted not just commercial achievements but also the deeper question of legacy: what kind of business – and culture – do you want to leave behind?
Through its resources, advocacy, and community, the Family Business Association ensures that businesses across Australia can address challenges unique to family ownership, from succession to governance, while celebrating the strengths that make these enterprises so vital to the economy.
A Legacy Built to Last
After more than five decades, Freedom Pools continues to lead in innovation, design, and sustainability. Yet, what makes their story most remarkable is not simply the number of pools sold or the awards won, but the way the business has held onto its heart.
Bob, Rona, and their team have shown that commercial success does not have to come at the expense of values. By prioritising culture, people, and long-term thinking, Freedom Pools stands as a living example of what makes family businesses unique – and why they deserve recognition and support through organisations like the Family Business Association.
For anyone considering the future of their own family enterprise, the lesson is clear: legacy is built not just on what you make, but on how you make it, and who you bring along on the journey.
The Freedom Pools story, as shared at the Family Business Association WA State Conference 2025, is more than just a business success story. It is a reminder that family enterprises bring something special to the economy: a fusion of innovation, resilience, and human connection.
By making deliberate choices about succession, professionalisation, and sustainability, the Biernats have ensured that their company will endure well beyond its founders. In doing so, they exemplify the very mission of the Family Business Association – to help families in business achieve their potential while preserving the values that make them distinct.
As Australia looks to the future, stories like Freedom Pools show why family businesses remain one of our greatest strengths: adaptable, values-driven, and built to last.
