Here’s How Super Tyres turned their Business around in 18 months

Dean Horn, Super Tyres Managing Director.

Super Tyres is a 46-year-old, family-owned business that has been built on honesty, integrity and trust. With a new vision of “Creating Raving Fans with Every Life We Touch” the company is attempting to break the mould of “boring and drab” by creating an experience for their customers that’s second to none. Company MD, Dean Horn, clearly understands that in order to make his vision a reality he first needs to make his entire team of 200 staff Raving Fans of the business. In light of this they have initiated a culture drive dubbed “Asibambisane” (meaning let’s carry each other) with a huge focus on development – including technical training, factory tours, monthly food parcels, inter branch soccer games and Zulu classes for senior management. “Although we have a long way to go,” admits Dean, “judging by the amount of customer compliments we receive daily, we are definitely on the right track.”

Dean recollects how the past eighteen months have seen dramatic changes in both his life and business as a result of working with a business coach.

“A year and a half ago I was extremely stressed, profits were low, I was under huge pressure and felt as though I had no one to turn to.” Dean took his wife’s advice and attended a free business seminar hosted by ActionCOACH Ignite’s Darryn Le Grange entitled ‘The 6 steps to building a highly profitable business’. Le Grange is an entrepreneurial chartered accountant who left his high powered job as MD of Blue Security three years ago to pursue his passion for coaching.

Today Dean admits he wasn’t sure about ‘coaching’, recalling his fears before starting the process. “I clicked with Darryn from the moment I walked through the door. He immediately put my fears to rest with his down to earth persona and logical approach. The success of the coaching process is that an experienced coach can quickly identify problems and tailor solutions to any company’s needs.”

Very early on Darryn identified Dean’s lack of delegation skills and inability to hold his team accountable and advised that he could guide him to owning a profitable enterprise that could run without him. Dean remembers sniggering to himself at the thought of ever getting to that stage but was more than happy to sign up in the hopes of achieving a profitable enterprise. “ActionCOACH taught me how to effectively manage my business. I have changed from trying to single-handedly run the business to managing staff and holding them accountable.”

Working on the business rather than in it has significantly reduced his stress levels and enabled him to spend more quality time with his family. “Stress is now a thing of the past thanks to a phenomenal coach who held me accountable for working on my business and got me out of focusing on the day to day operations.”

In addition, Dean allocates a few recreational hours into his week to play tennis and is still able to get through his work tasks comfortably. As for the business running without him, Dean can confidently see that reality in the not so far future. “Something I initially thought would be impossible.”

Dean adds that the changes in his personal life have been equally astounding. “Bigger than any of the business successes are the changes that have occurred in my personal life. Through the coaching process I have quit smoking after having the habit for over 20 years. I have also become an avid reader after spending the first 40 years of my life a total non-reader. I enjoy audio books which have played a huge part of my growth. The last change has been my wife’s favorite and that is that I am now able to spend more quality time with my family.”

Business coaching as a profession has grown in popularity over the last few years, assisting business owners to take their business from where they are currently, to where they want to be.

There is a misconception that businesses need to be struggling and at rock bottom before seeking support and assistance from a business coach. This is most definitely not the case. Just as professional sportsmen need coaching, so does every business. The benefit of an outsider looking in carries huge value in the form of an unbiased opinion. “We come alongside business owners to support and empower them to grow their turnover and motivate them to realise their goals and dreams,” says Darryn.

Business owners are generally very good at what they do, their trade or craft but they don’t necessarily have the skills in business strategy, financial management and marketing to drive growth.

Since opening in 2014, ActionCOACH Ignite has coached a range of clients from a variety of sectors, including industrial manufacturers, coffee shops and service related firms. In just three years ActionCOACH Ignite has achieved several accolades including SA Rookie Coach of the Year (2014), Global Rookie Coach of the Year (2015) and Firm of the Year (2016).

Le Grange attributes his team’s success to a commitment to produce top results for SMMEs to develop and grow turnover. “My team and I are passionate about growing local SMMEs as we believe this sector plays a vital role in job creation and economic growth for our province.”

Dean encourages other business owners to seriously consider business coaching. “You’re a fool if you don’t invest in business coaching. It is such a valuable process to have a partnership with a professional who can assist you in improving and growing all areas of your business.”

Click here to request a Complimentary Coaching Session to discuss your business (Available to qualifying businesses)



Author: Darryn Le Grange
Darryn is a business coach and the owner of ActionCOACH Ignite in Kloof. Since being in ActionCOACH, Darryn has won numerous awards including SA Rookie Coach of the Year (2014), Global Rookie Coach of the Year (2015), National Sales Award for the Highest Conversion Rate (2015) and the ActionCOACH Firm of the Year (2016). Darryn is currently ranked 38th in the World out of over 1,000 franchisees.

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