What Direct Tyre Management does

Direct Tyre Management (DTM) is a UK-based managed services provider of proactive tyre management for commercial vehicle fleets, founded in 2004 and headquartered in Blackpool. The company serves enterprise fleet operators across truck, bus, van and car segments — including named customers Travis Perkins (managing over one million wheels), Flogas, Urbaser and Crown Commercial Service framework buyers — using a combination of in-house technology and a certified third-party Service Partner network of 2,400+ partners across the UK, Ireland and Europe. Its core technology platform is TAMS, a proprietary Tyre Asset Management System that integrates with customer fleet management data to provide KPI reporting, compliance audit trails and real-time tyre status, complemented by TyreWatch real-time pressure and temperature monitoring acquired in 2021.

Revenue is generated primarily through two- and three-year managed service contracts under which DTM supplies ongoing tyre maintenance, monitoring, husbandry and driver training via its Customer Experience Centre (47 agents, 24/7/365), mobile Fleet Audit Team, and certified partner network. DTM also derives transaction-based revenue from tyre supply, leveraging its manufacturer-independent position to recommend fit-for-purpose products. The go-to-market motion is enterprise field sales supported by Key Account Managers and Regional Network Managers, with a digital self-serve overlay through the Customer Portal and Driver Portal now generating 20% of work requests.

The company operates as part of the NRG Fleet Services group and has been backed by successive private equity investors — Palatine Private Equity from 2020 and Caledonia Investments PLC from October 2024. The leadership team comprises CEO Leigh Goodland (in role since 2022), CTO Matt Lee, CCO Dave Atherton, CRO Jason Chamberlain (effective April 2025), and Chair David Brennan (appointed 2025), with founder Steve Richardson having retired in 2022 after 45 years in the tyre industry. DTM holds ISO 9001, 14001 and 45001 certifications, B Corp status, and positions ESG and Net Zero support as a central element of its customer proposition.

Name

Direct Tyre Management

Legal name

Direct Tyre Management Limited

Website

https://directtyre.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Direct Tyre Management is a UK-based managed services provider of proactive tyre management for commercial truck, bus, van and car fleets, delivering inspection, maintenance, monitoring and compliance reporting through its proprietary TAMS platform and a 2,400+ partner service network.

Ownership category

akta.pro rank

Product category

Fleet Tyre Management Services

NAICS

Tire Dealers (441340), Tire Retreading (326212)

SIC

Tires & Inner Tubes (3011), Trucking (No Local) (4213)

akta.pro primary industry

Tire Management Programs (Procurement, Monitoring, Retreads) (TLABAIAH)

akta.pro secondary industry

Tire Pressure Monitoring (TPMS) & Tire Telematics (TLAEAFAK)

Keywords

• Fleet tyre management
• Tyre asset management
• Commercial vehicle maintenance
• Fleet compliance services
• Proactive tyre monitoring

Headquarters

HQ city

Blackpool

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Tyre Management Contracts: Multi-year tyre management service contracts (2-3 year terms most popular) providing ongoing tyre maintenance, monitoring, and management for fleet operators. Revenue derived from service fees and tyre supply/management.
2. Tyre Supply: Supply of tyres as part of comprehensive tyre management solution. DTM is independent and not tied to any one manufacturer, recommending the best tyre for vehicle and task.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Direct Tyre Management (DTM) provides proactive, preventative tyre management services for commercial fleet operators (truck, bus, van and car), combining multi-year managed service contracts with a proprietary Tyre Asset Management System (TAMS) for real-time reporting, TyreWatch AI-based real-time tyre monitoring, an in-house online Customer Portal for booking and reporting, and a UK-wide certified Service Partner network delivering physical tyre maintenance 24/7/365.

Product overview

Direct Tyre Management (DTM) offers a unified proactive tyre management platform for fleet operators. The core offering centres on TAMS (Tyre Asset Management System), an in-house developed online portal providing real-time reporting and KPI transparency. This is complemented by TyreWatch real-time tyre monitoring technology (acquired in 2021), the DTM Customer Portal for online booking, and a UK-wide network of 2,400+ certified Service Partners. Supporting services include a mobile Fleet Audit Team, Tool Box Talks driver training, and 24/7/365 Customer Experience Centre support. The architecture integrates these components into a single information source spanning customers, operations, and service providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Proactive Tyre Management Services

Quantifiable outcome

• Reduces number of tyres used through preventative maintenance and intelligent management
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

Two partnerships are on record, tiered minor and core.

• TransaidminorOthers · 1 June 2024DTM partnered with Transaid to donate a bicycle ambulance to help save lives in Zambia through safe, sustainable transportation. Transaid has trained 9,800 Community Health Workers and developed 260 community-managed emergency transport systems over 25 years.
• Steve Richardson (Founder)coreOthers · 1 January 2022Steve Richardson founded DTM in May 2004 after 27 years in the tyre industry. He retired in 2022 after 45 years in the industry, having grown DTM to a £50M turnover business.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ATS Euromaster: One of the UK's largest commercial tyre management providers serving truck, bus, van and car fleets with a national service network. Directly comparable as a fleet tyre management specialist; notably the former employer of DTM's newly appointed CRO.
• Tructyre (Michelin Solutions): UK-focused commercial fleet tyre management business, now part of Michelin's fleet services division. Competes head-to-head with DTM for truck and HGV fleet contracts; also a former employer of DTM's CRO.

Broad incumbents

• Michelin Fleet Solutions: Global tyre manufacturer with integrated fleet services including managed tyre programmes, retreading (Michelin Remix), and Effitrailer/TyreConnect telematics. Overlaps with DTM's managed-service model but at much larger scale and as part of Michelin's broad portfolio.
• Bridgestone (Commercial Solutions / Webfleet): Global tyre manufacturer offering commercial fleet services, retreading, and Webfleet telematics. Competes with DTM in fleet tyre management and tyre pressure monitoring through Webfleet TPMS offerings.
• Goodyear (Total Mobility / Proactive Solutions): Global tyre manufacturer with fleet management services including tyre monitoring, retreading, and Total Mobility fleet programmes. Direct functional overlap with DTM's managed tyre offering, though typically bundled with Goodyear tyre purchases.
• Continental (ContiConnect / Fleet Services): Major tyre manufacturer with ContiConnect tyre monitoring platform and commercial fleet service programmes. Comparable in serving commercial fleets with IoT-enabled tyre management as part of a broader product portfolio.
• Kwik Fit (Fleet Services): UK's largest independent tyre and automotive service network with a dedicated fleet business. Overlaps with DTM in commercial fleet tyre services but operates primarily a service centre model rather than a managed-service/IoT platform.

Regional players

• Venson Automotive Services: UK-based fleet management services company offering vehicle leasing, maintenance management, and ancillary fleet services. Comparable in serving UK commercial fleets with outsourced management services, though with a broader fleet scope than DTM's tyre-specific focus.

Emerging players

• Fleetio: Cloud-based fleet maintenance and management software platform serving SMB and mid-market fleets. Adjacent to DTM's TAMS offering - Fleetio focuses on software-only fleet maintenance management while DTM combines software with managed tyre services and physical partner network.
• Webfleet Solutions (Bridgestone): Leading fleet telematics platform (owned by Bridgestone) including TPMS and tyre management capabilities. Overlaps with DTM's TyreWatch offering in the connected vehicle/tyre monitoring layer, though Webfleet is broader fleet telematics rather than tyre-specialist managed services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/direct-tyre-management

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Direct Tyre Management