On a warm July afternoon, Jack Clark stood alongside Montana Gov. Greg Gianforte outside the new offices of 180 Water on the outskirts of Helena. Clark was surrounded by his family and his 180 Water team, positively beaming with pride as the founder of this expanding local business.
Gianforte was on-site to celebrate the new location, yes, but he was also there to acknowledge the long-term business growth of 180 Water. Originally founded as Western Water Wells 10 years ago, 180 Water had recently expanded into a franchise model. As of late summer, the company had set up five franchise locations around Montana–and they had eyes on further expansion.
“I'm a first-generation water well guy, which is really rare,” Clark says, “and I’ve constantly been approached by others asking, ‘How do I get started in the water well industry? What are the first steps to get started in the water well industry?’ We want to help everybody we possibly could, but the demand for getting started is just so high. That's how we ended up with the franchise model.”
In Montana, water is everything. But that’s a universal statement, too; access to clean water is a vital human need, and Clark’s water well business is the link between residences and commercial operations–and water.
The Genesis of 180 Water
Clark’s journey into the water well industry is rooted in his childhood as a “ranch kid” in Choteau, Montana. Growing up next to a water well driller, he was inspired by the lifestyle he observed, the freedom and the sense of community that water delivered.
“I was always envious of the water well guy next door; he didn’t have to work every weekend,” Clark says with a laugh. The balance between hard work and a fulfilling life in Montana became his dream.
But the path to success wasn’t straightforward. Clark says he struggled with traditional education and knew that college wasn’t for him. He was trying to forge a new path, and the old dream of the water well guy next door came back into his life.
“I knew my parents would let me leave college if I started in the water well industry,” he says, and that’s exactly what he did.
An apprenticeship later led him to start out on his own with a $50,000 drill rig that was, in his words, “a complete piece of junk.” Clark faced numerous challenges, a narrative familiar to any entrepreneur. The rig couldn’t take on much capacity, so growth needed to be slow and methodical.
However, with the guidance of mentors and sheer determination, he slowly built Western Water Wells, the precursor to 180 Water.
As the company grew, so did Clark’s vision.
Expansion into Franchising
The decision to transition from a traditional business model to a franchise was driven by both opportunity and necessity. Clark and his chief financial officer, Wyatt Fitz, and the rest of the small team saw the potential to expand their business while also addressing a critical shortage in the industry: labor.
“Let’s be clear: 50% of our industry is going to retire in the next five years,” Clark says. There’s a certain urgency to bring new talent into the water well business. Across much of the U.S. water sector, this is not entirely a unique story.
With that backdrop, 180 Water launched its franchise model, aiming to create a network of independently owned and operated locations across Montana and beyond. The business currently oversees five active franchise operations that are all independently owned and operated across the state of Montana (with another one based in North Dakota). The franchise model includes a comprehensive two-week training program covering everything from wire sizing to pump installation, ensuring that each franchisee is well-prepared to hit the ground running.
One of the key innovations in the franchise model is the integration of technology.
“Every truck comes with an iPad, so they have an automatic price book, so all their pricing is standardized,” Clark explains. This technological edge not only streamlines operations but also helps maintain consistency across all franchise locations. When getting into the franchise business, Clark has learned, consistency and scale are vital.
Navigating Market Challenges
The water well industry faces a unique set of challenges, from labor shortages to the technical complexities of different geographic regions. But 180 Water has turned these challenges into opportunities.
The company’s training program is designed not just to teach technical skills but to equip franchisees with the tools they need to run a successful business. “We’re really looking to modernize the industry,” Fitz says. “A lot of these guys come in with a background in trades, but we’re putting together stuff to basically get them used to using technology and how to run a business.”
As demand for water well services grows, driven by factors like rural population growth and aging infrastructure, 180 Water is positioned to expand responsibly.
“Our job is to make sure these guys are well supported, so we want to grow responsibly,” Clark says. The company’s strategy includes careful territory planning to ensure each franchisee has the room to grow and succeed without overlapping with others.
The Human Element
At the heart of 180 Water’s success is its commitment to community. Clark and Fitz believe in the importance of giving back to the areas they serve.
“Each one of our guys are required to spend money in their communities,” Clark says. This community-focused approach not only strengthens the bond between the company and its customers but also reinforces 180 Water’s reputation as a dependable, hometown business.
Maintaining a healthy work-life balance is another core value at 180 Water. Reflecting on his early aspirations to commit to his family while running a business, Clark says, “We really don’t want to miss any tee-ball games.”
This philosophy extends to the franchisees, who are encouraged to build businesses that allow them to enjoy their personal lives while also providing top-notch service.
You can see that service play out on TikTok and Instagram, where the 180 Water team shares photos and videos from the field. Their accounts are a great example of the simplicity of social media engagement. 180 Water customers are naturally curious about the source of their water and the work behind these well projects: What does it look like to install a new well or run a flow test? Easy on-site video footage helps tell the story.
Vision for the Future
Looking ahead, 180 Water has ambitious plans for growth.
“Over the next few years, we’re looking to double every year,” Fitz says. But despite this rapid expansion, the company is committed to maintaining the quality and support that have been key to its success.
“We could probably grow faster than that if we wanted to, but our job is to make sure these guys are well supported,” Clark says.
In addition to geographic expansion, 180 Water has its sights set on industry-wide impact. “We’re turning around those experiences and we’re turning around the water well industry,” Clark says. The company aims to set a new standard for professionalism and service, lifting the entire industry in the process.
This, too, you can see in the business’s social media content. A business can’t grow these days without consistently developing content for an audience. That’s part of the 180 Water plan, as well.
Through its innovative franchise model, commitment to community, and focus on responsible growth, 180 Water is poised to make a lasting impact on the water well industry in Montana and beyond. As Clark and Fitz continue to expand their business, they remain focused on the core values that have brought them success: quality, community, and the pursuit of excellence.
