More from Dean on his coaching and business journey:

“I would definitely recommend ActionCOACH to anybody, and I do, I refer people all the time. Not only has it changed my life financially, it has changed my understanding of business, it has changed how I am inspired to do more for people – my own staff, clients, whoever it may be, but most importantly it has changed my personal life.”

– Dean Horn –

Super Tyres Business Journey Timeline:

Where it began:

Super Tyres was started by a dedicated husband and wife team and has become a well-respected business in the tyre industry. The remarkable story began in 1968, when Bob Horn was living in Pietermaritzburg, earning R48 per week as a butcher. He was always in debt which didn’t bother him until he met a young university student, Jos, who he wanted to impress. It wasn’t long before she discovered the hopeless mess his finances were in and called a halt to the chocolates, flowers and outings. She was determined to help sort out his debt and called on a lawyer friend to write to all the people he owed money and to take his weekly earnings to pay back his debts. This ended up being a lengthly process as Bob had racked up about R20 000 of debt.

Bob was determined to settle his debts as quickly as possible and was eager to take Jos out to the drive-in. Having recently put new tyres on his car, he remembered that the old set was in the boot. He returned to the tyre shop where he had purchased the new tyres and asked if they would buy his old ones. Being in relatively good condition, he sold them for R2. Whilst at the drive-in later that night, the idea of selling tyre casings in his spare time to pay off his outstanding debts was born. His regular job as a butcher finished at 2pm every day which allowed him time to collect and sell old tyres. After 18 months all of his debts were settled. Bob became so enthusiastic about his success that he resigned from the butchery and carried on selling tyre casings on a full-time basis. By July 1970, he and Jos could afford to get married!

Over the next few decades the business continued to grow and develop into a well-known name in the industry.

Bob’s son, Dean, joined the business over twenty years ago as a dispatching clerk and worked his way up through different administrative, operations and sales roles before taking over the reins of the family business in 2011.

54 years later and with the company now in the capable hands of the next generation, they remain committed to ensuring Bob’s legacy and the company’s core values of integrity and trust remain a constant part of the Super Tyres DNA!

Getting an ActionCOACH:

Dean started coaching with ActionCOACH Darryn Le Grange in 2015 when he felt that the company’s profits were too low. Within the first year of coaching he grew their profits by 29,000%!

Through coaching with ActionCOACH Darryn, Dean started implementing important aspects to his business like culture, mission and vision. He put a lot of work into getting his team on board with these changes and made sure to have the right people into the right positions to grow along side him and the business.

They are constantly having awards ceremonies whereby staff are presented with Long Service awards. A braai with their colleagues is held in their honour. Over the last few years, no fewer than 13 employees have been presented with Special Edition engraved watches for 25 years of dedicated service. Their longest-serving Employee at this stage is their Bookkeeper, Florence Pillay, who joined them in 1995!

Business Milestones:

They won the Fastest Growing Company & Retailer of the Year in 2017 at the BEF awards.
They have acquired 3 new stores in the last year.
Many ActionCOACH GrowthCLUB quarterly awards, mostly for excellent financial performance.
They celebrated 50 years of being in business in 2018.

Personal Moments:

Thanks to implementing systems and having the right employees, Dean now only works on strategic projects, he has no involvement in day to day running of the business.

He has taken his family on a few skiing holidays abroad, something he could never do before. Dean now plays golf once a week and is down to a 6 handicap.

Where to next:

After their most recent 2 day conference for all their staff, including their Technical “Super Heroes”, Dean said he is feeling inspired to take their internal culture drive called Asimambise (meaning let’s carry each other) out into their community.

He is also currently working on an exciting venture to get involved in repairing potholes. He says, “Counter intuitive, but as Zig Ziglar would say, “You can have everything you want in life, if you just help enough other people get what they want”.”

“I would definitely recommend ActionCOACH to anybody, and I do, I refer people all the time. Not only has it changed my life financially, it has changed my understanding of business, it has changed how I am inspired to do more for people – my own staff, clients, whoever it may be, but most importantly it has changed my personal life.”

– Dean Horn –