For over a decade, Anelma Le Roux, Owner and Founder of Strive Capital, has been recognized for her strong business ethics and her bold approach to challenging the norms of the hospitality industry. Her entrepreneurial journey began in 2011 with the launch of her first venture, Baie Goeters, which was built on a passion for delivering outstanding customer experiences.

A natural entrepreneur and connector, Anelma founded Strive Capital on a core belief in constant evolution and improvement. She has since grown the company into a dynamic ecosystem of businesses and partnerships. Her commitment to innovation and entrepreneurship has expanded Strive Capital to encompass self owned businesses and strategic partnerships.

At Strive, we believe every business should reach its full potential, and that’s where we excel. Our mission is simple: to continuously improve ourselves, our people, and the value we offer.

We believe that by leveraging the collective knowledge, experience, and expertise within our group, we can create meaningful value. Driving positive growth across our own businesses, partnerships, and clients. Our diverse team and expansive networks enable us to deliver innovative, specialised business solutions tailored to each unique challenge.

True business value goes far beyond numbers on a balance sheet, and it’s never built overnight. Our vision is to create and nurture sustainable businesses that drive long-term success. With an integrated approach to profitability, we focus on maintaining a strong bottom line while building lasting impact.

We take a holistic view of every business we own, developing tailored strategies that align with current market trends and societal needs. Our goal is to improve every facet of your operation, from the ground up.

With over a decade of experience, our distinctive approach to business development, investment, and management has resulted in a unique portfolio of ventures. This hands-on expertise allows us to effectively guide, grow, and empower every aspect of your business.

The Strive Capital Team prides themselves on the wealth of knowledge and expertise not only within the hospitality industry, but every business unit as a whole. We analise and apply business principles, structures and movements, to increase offering and redefine business models according to consumer needs. The current market related and economical situation of every industry and current entrepreneur, especially in South Africa is unique, and require a fresh perspective. We believe that through careful daily attention to detail, expert opinions and the implimentation of the correct structure, any busines would strive to greatness.