Australian swimming legend Ian Thorpe has launched what looks to be a premium pool cleaning business.

The former Olympic champion announced the new business via his personal Twitter account on Friday afternoon.

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“After months of keeping it on the down low, I’m excited to launch my next venture,” the swimmer affectionately known as ‘Thorpie’ wrote.

The website for Thorpedo Pool Cleaning currently features a countdown clock with two days remaining.

It also features a bizarre, high-production short film, in which the swimmer channels cult film character Derek Zoolander amidst a dramatic storm.

“How does one clean what they cannot hold?” asks Thorpie in dulcet tones, as he holds a pool net against a dark background.

With all the pouting and satire, it’s difficult to know whether the sporting legend is pulling our leg, or whether he’s committing marketing genius.

UPDATE: He was pulling our leg. Thorpie’s Pool Cleaning was a covert marketing ploy by Optus.

“At Thorpedo Pool Cleaning we offer a premium pool cleaning service,” the business’ Facebook page, which has already received a number of five-star ratings from eager fans, tells us.

Thorpe quit professional swimming in 2012.

After months of keeping it on the down low, I’m excited to launch my next venture… https://t.co/Cs8pYDn2ce pic.twitter.com/Wk5rOklPoG

— Ian Thorpe (@IanThorpe) May 13, 2016