About us

Steve Richardson, founder of Direct Tyre Management (DTM) and a well-respected figure in the tyre industry, is delighted to announce his acquisition of TreadTracker Ltd.

After an illustrious career spanning 45 years. Steve’s journey began in 1977 as a Tyre Fitter for Central Tyres. His hard work and determination quickly propelled him to become the youngest Centre Manager in the company’s history at just 22 years old. This early experience taught Steve the importance of valuing each team member’s knowledge and skills, and that true leadership is about guiding, not bossing. This principle became a cornerstone of his career.

In 1992, Steve’s expertise had grown significantly as he progressed to Operations Director for the North and Midlands regions. He then joined Motorway Tyres as Regional Director, overseeing 35 Operating Centres. His stellar performance led to his promotion to National Sales Director. By 1996, ATS Euromaster recognised Steve’s talents, appointing him as Regional Sales Manager and subsequently Group Sales & Customer Service Director. These roles provided Steve with an in-depth understanding of fleet customer needs and inspired him to create a tyre management business that would offer customers greater efficiency and cost savings.

In 2004, Steve launched Direct Tyre Management (DTM), bringing his vision to life. Reflecting on the early days, Steve recalls answering the 24/7/365 customer service line himself, with the phone always by his bedside. He fondly remembers the sacrifices made, particularly during the first Christmas, where he didn’t leave the office from Christmas Eve to Boxing Day. Steve attributes much of DTM’s success to his wife, Karen, for her unwavering support and understanding.

DTM amalgamated with the NRG Group in 2013, evolving into a highly successful tyre management business with a £50 million turnover and a team of 80 across the UK. Despite its growth, the ethos established by Steve remains, fostering an industry-leading team dedicated to excellence. Martyn Wolfe, former Group Fleet Engineer at Biffa plc, praises Steve for his leadership and ability to motivate his team, resulting in exceptional customer service.

After a successful 20-year tenure leading DTM, Steve recognised challenges within the industry in relation to Fleet Inspection data accuracy and efficiency. Steve took the opportunity to acquire TreadTracker Ltd which will see the business undertake a journey to evolve the Fleet Inspection process across the industry providing enhancements, insights and deliver accurate data.