By Gugulethu Tshabalala

Image Credit: Aniquee studios | Katlego Teffu

Brenda Mokgadi Lamola’s journey began with an apprenticeship at a tyre company, where she was fascinated by the tyre retreading process—refurbishing old tyres for resale. Today, her passion and determination have propelled her to own a fully-fledged company, TWJ Tyres Academy in Polokwane, turning curiosity into entrepreneurial success.

What inspired you to start TWJ Tyres, and how did the journey begin?
My journey into the tyre industry started in an unexpected but deeply personal way. After completing my Diploma in Marketing in 2002, my late mother, who worked as a cleaner at a tyre company, secured an apprenticeship for me. I began with admin duties like stock ordering and receiving, but soon became fascinated by tyre retreading – the process of giving old tyres a second life. That curiosity grew into a passion for working with customers and learning about different tyres, from cars to tractors, which led to a promotion as a Sales Representative.

In 2013, I moved into a client-facing Counter Sales role, further cementing my love for the industry. By 2020, I began dreaming of running my own business, not just for myself but to inspire other women to enter this space. In 2025, that dream became reality with the launch of TWJ Tyres.

As a black female entrepreneur in a male-dominated industry, what challenges have you faced, and how did you overcome them?
Historically and culturally, black African women have carried economic disadvantages, so for me, succeeding in this space is deeply meaningful. In this male-dominated industry, the biggest challenges have been scepticism about my technical knowledge and leadership ability simply because of my gender and race. I’ve overcome this by letting my work speak for itself—showing expertise, professionalism, and passion every day.

My years of experience, coupled with a drive for excellence, earn respect and shift perceptions. I stand proud as a black African woman proving that women not only belong in this industry but can thrive and lead it with impact.

What was your vision for TWJ Tyres when you started, and how has it evolved?
From the start, my vision for TWJ Tyres was never just to run a workshop—it was about transformation and empowerment. I wanted to create a space where women could learn practical skills, from routine tyre care to changing a flat, while also opening doors for young women through graduate programmes, internships, and apprenticeships—just as an opportunity was once given to me.

Over time, this vision has evolved into a movement. True transformation will come when women are not only confident, knowledgeable consumers but also skilled professionals contributing meaningfully to the industry, the economy, and the world.

What do you believe sets TWJ Tyres apart from other businesses in the tyre
industry?
What sets TWJ Tyres apart is the blend of technical expertise with a bigger purpose. Yes, we provide high-quality tyre services, but at the heart of our business is transformation and empowerment. I don’t just want customers to buy tyres—I want them, especially women, to leave with knowledge about vehicle safety and confidence in handling their own cars.

For me, it’s about breaking down barriers in an industry that has long been male-dominated. We aim to be known not only for reliable tyres but also for reliable knowledge and for driving change by empowering women both as consumers and professionals.

How do you ensure that every customer receives service they can trust and rely
on?
For me, trust comes from transparency and knowledge. I make sure every customer understands what’s happening with their tyres and the options available, so they can make informed decisions. My team is constantly trained on the latest standards and technologies, and we treat every car as if it were our own. By offering honest advice, prioritising safety, and delivering consistent care, we build relationships that customers know they can depend on.

Running a business isn’t easy. What keeps you motivated during tough times?
What keeps me going is the realisation that many women don’t have basic tyre knowledge, which puts their safety at risk. Too often, they rely on others for roadside emergencies or vehicle care. My passion is to change that by empowering women with the skills and confidence to take charge. Knowing that TWJ Tyres is helping women stay safe, independent, and informed keeps me motivated, no matter the challenges.

What advice would you give to young women who want to step into industries
where women are underrepresented?
Be fearless and never be intimidated by male dominance. Find your authentic
passion—whether in logistics, sales, or technical work—and commit to becoming an expert. Seek mentorship, internships, and apprenticeships, because these open vital doors. Most importantly, trust your abilities and keep learning. By stepping into these spaces, you’re not just building a career—you’re reshaping the future for the women who will follow.

How does TWJ Tyres contribute to the local community in Polokwane and
beyond?

At TWJ Tyres, our role goes far beyond reliable service. We’re committed to economic empowerment by creating jobs, with a strong focus on uplifting young women. Through planned community workshops, we’ll share essential safety knowledge for free, helping female drivers and families stay safe. By mentoring and opening doors for growth, we’re not just running a business—we’re investing in the confidence and skills of Polokwane’s next generation.

What has been your proudest achievement with TWJ Tyres so far, and what are your future goals for the business?
My proudest achievement is launching TWJ Tyres itself—taking the leap from a secure career to bring my vision to life. Looking ahead, I aim to expand our footprint, making our services and empowerment mission accessible to more communities.

I also plan to establish a TWJ Tyres Academy to provide structured workshops, learnerships, and apprenticeships for young African women, while positioning the business as a leading voice for gender diversity and excellence in South Africa’s tyre industry.

When you’re not busy running TWJ Tyres, how do you unwind and keep a
balance between business and personal life?
To unwind, I prioritize time that allows me to disconnect completely from the demands of entrepreneurship. This often involves spending quality time with family and close friends, engaging in activities that bring me joy, and simply dedicating time to self-care. It’s important to remember that a rested and centered owner is the best asset for any business.

Connect with TWJ Tyres:
Phone: 067 025 3879/ 015 223 0038
Email:info@twytyres.co.za
Website: www.twjtyres.co.za