DTM’s Founder and Chairman, Steve Richardson retires after 45 years in the tyre industry

Our customers frequently tell us that our standout qualities in this highly competitive industry are our fantastic team with integrity and a real commitment to doing a great job. 

This culture was established back in 2004 when our CEO and Founder, Steve Richardson, set out to create a tyre management business that put high-quality customer service at its heart.

With Steve retiring after an exceptional 45 years in the industry, we take a look back at the drive and ambition that created our foundations for ongoing success.

Steve was originally on track to pursue a career with the Royal Navy, having passed his basic training and exams to become an Aircraft Engineer, but recognising that his mother needed his support at home, he looked for a different opportunity to channel his energy and boundless enthusiasm.

In 1977, Steve was employed as a Tyre Fitter (or Technician, as we know it today) at Central Tyres, owned by the Pirelli Group. Steve’s determination and hard work was quickly identified and in 1979, his career took a huge leap forward when he became Central Tyres’ youngest ever Centre Manager.  As an ambitious 22-year old, he was responsible for a team who in some cases had been working in the business for 20 years. This experience taught him that people want leadership, they don’t want a boss – an ethos that been a guiding principle to Steve over the years.

By 1992, Steve had progressed through the ranks to Operations Director for the North and Midlands region, and his knowledge of tyres and of the needs of fleet customers had grown enormously.

Later that year, he joined Motorway Tyres as Regional Director, responsible for 35 Operating Centres and was later promoted to National Sales Director, based in Reading, Berkshire.

In 1996, Steve’s career success was recognised by ATS Euromaster, where he was appointed as Regional Sales Manager and relocated back to the North. A move to become ATS Group’s Sales & Customer Service Director, was to be fundamental to Steve’s future, when his close working relationship with customers was to develop a strong understanding of their needs and priorities. This brought Steve to the realisation that there was a gap in the market for a tyre management service, that would provide a greater degree of consultative input to fleet operators, while being aligned with delivering high-standards of customer service.

In 2004 Direct Tyre Management (DTM) was launched.

In the early days, the 24/7 phone line was manned by Steve himself and it stayed by his bedside throughout the night to ensure that DTM was always available when customers needed us. “The first Christmas, I literally didn’t go home, from Christmas Eve to Boxing Day, I was manning the telephone line and deploying tyre operatives to support our customers”.

Steve doesn’t underestimate the role played by his wife, Karen, in the success of the business, both in the early days and over recent years, he says, “I couldn’t have done any of this without Karen, her patience and ongoing support has been truly invaluable”.

Rightly proud of what he and the whole team at DTM have achieved, Steve has been influential in changing the face of the tyre industry, from ‘selling tyres’ to providing a truly consultative approach to managing fleet tyres, increasing efficiency and reducing costs. “It’s been really terrific, I’ve worked with the most fantastic people, suppliers, customers and colleagues and many of them have become close personal friends”.

Through Steve’s leadership, DTM has grown to be a successful £50M turnover business and our team, now 80 people across the UK, including 47 Customer Services Executives at the Blackpool Head Office, take personal responsibility for delivering the best possible job for our customers every single day, with total commitment, integrity and exceptional levels of knowledge – a magnificent legacy to Steve’s hard work.

Leigh Goodland, CEO of DTM, knows that Steve’s leadership has ensured that the business has great foundations to continue to go from strength to strength, “Steve has been an exceptional leader to work with, his dedication to people and to the industry has made DTM a huge success and we will continue with these high standards in the next chapter of DTM’s growth”.

In his retirement, Steve will enjoy spending time with Karen and the family, will pursue his interest in aviation and will undoubtedly continue to keep a close eye on Blackpool FC’s successes in the Championship!

We wish Steve and his family every happiness in his retirement and thank him for creating an outstanding team in DTM.