From Carport to CRM Pioneer: Lessons from Lesego Gumede and Sneaker Cleanic
From Carport to CRM Pioneer: Lessons from Lesego Gumede and Sneaker Cleanic. When Lesego Gumede founded Sneaker Cleanic in 2021, he started under a carport in Mabopane. Armed with a simple vision, to offer affordable, high-quality sneaker cleaning in townships, Lesego turned a small hustle into a thriving brand. His journey highlights how community spirit, innovation, and grit can create powerful enterprise rooted in local pride.
Starting Small with Big Purpose
What began in a carport with minimal equipment quickly turned into a reliable township service. Lesego offered cleaning for sneakers at prices that resonated with locals, earning trust and word-of-mouth traction. His authenticity built loyalty, laying the foundation for growth.
Facing hearing impairment himself, Lesego understood underdog challenges and responded with determination. His lived experience became a silent source of strength, driving him to break barriers in entrepreneurship.
Shaping Brand Identity Through Community First Values
Sneaker Cleanic’s identity is deeply tied to township authenticity and quality. Starting in Mabopane, and later expanding to Soshanguve, the brand kept its pricing township-friendly and service personal. Lesego embraced local narrative rather than mimic corporate styles.
He learned early that volume came with operational strain. To manage this, he invested in systems suited to local entrepreneurs, building a CRM platform to streamline booking and customer management, a rarity for township micro-businesses.
Milestones That Marked Growth
- Originating under a carport on May 5, 2021, Sneaker Cleanic began with grassroots street credibility.
- In less than four years, the business operated two stores, one in Mabopane Square and one in Soshanguve Block XX, employing more than 12 people.
- Lesego expanded into manufacturing his own sneaker cleaning products, providing quality control and supply resilience.
- The business built its own customer relationship management software tailored to township entrepreneurs, improving efficiency and scalability.
These milestones reflect growth rooted in self-reliance and community reinvestment rather than external funding.
Converting Constraints Into Creative Leverage
Real estate limitations and infrastructure barriers did not deter Lesego. Despite operating from township retail space, he prioritized affordability and visibility. Customers who couldn’t travel far stayed loyal to a brand that looked like them and served them.
Introducing in-house cleaning solutions solved both consistency and cost issues. The CRM reduced appointment mismanagement and supported scaling without sacrificing the brand’s personal touch.
Innovation Beyond Product to Platform
Sneaker Cleanic is more than cleaning sneakers, it is about service empowerment. Lesego’s CRM system addresses local business pain points by providing accessible operational tools. This platform-level innovation positions Sneaker Cleanic as more than a service provider but as a township enterprise enabler.
Further, by mentoring other township enterprises through TREBNZ and public speaking, Lesego reinforces his brand identity as one built on uplift, not just profit.
Actionable Entrepreneurship Lessons
- Serve local needs first. Lesego built Sneaker Cleanic to serve the township, not chase premium positioning.
- Start small with clarity. A simple carport and grassroots pricing allowed him to test and refine before scaling.
- Build systems to support growth. The internal CRM allowed business management at scale.
- Own your product. Producing cleaning solutions in-house ensured quality, margin and independence.
- Turn challenges into value. Lesego used his hearing loss to fuel persistence and empathy.
- Reinvest in your community. Prioritizing township hiring and mentorship helped scale impact beyond revenue.
A Brand Rooted in Township Dreams and Enterprise
Today, Sneaker Cleanic is more than a cleaning business, it is proof that resilience, community focus and innovation can elevate township startups to national relevance. Lesego’s journey shows that a small beginning, matched with vision and service, can become a symbol of hope and enterprise.
