How a Monthly Petrol Budget Was Repurposed to Fund a Business
We’ve all heard stories of iconic global companies that started in garages. But in South Africa, a different kind of entrepreneurial spark took place—not in a garage, but with a R700 monthly petrol budget and a dream. This is the inspiring journey of Lethabo Mokoena, founder of Walk Fresh, a sneaker cleaning and care brand that transformed from a passion project into a national success story.
It all began in Daveyton, east of Johannesburg, when Mokoena, then 26, spotted a friend cleaning sneakers and asked why he hadn’t formalised the idea. That moment ignited a vision. With only R700 saved for petrol, Mokoena bought cleaning supplies and used the rest to buy a monthly train pass to get to work—sacrificing convenience for potential.
“I was so caught up with the idea that I gave up my petrol money and invested in detergents,”.
he recalls
Launching Walk Fresh on Graduation Day
Mokoena, a University of Johannesburg graduate with a BA in Corporate Communications, had already learned the value of time and hustle—juggling three jobs to fund his studies. His official launch of Walk Fresh happened on his graduation day in June, marking the beginning of an exhilarating journey.
Walk Fresh started by cleaning 30 pairs of sneakers in its first month. But Mokoena paused operations to do proper market research and branding—proving that strategic thinking was part of his DNA from day one.
Growing Pains, Breakthroughs, and a National Footprint
The early days were tough. Scaling a service business with no blueprint or mentors was a lonely road. But a turning point came in 2016 when J&B Hive in Braamfontein offered to fund a Walk Fresh store after being impressed by his growing social media following and customer feedback. This led to the launch of a custom container store in Daveyton, followed by a second in Soweto.
In 2018, Sportscene, via their enterprise and supplier development (ESD) programme, brought Walk Fresh into Sandton City, offering sneaker cleaning as a value-added service to their customers. This was soon followed by a store at Canal Walk in Cape Town at the request of TFG, owners of Sportscene.
By 26, Mokoena was running three outlets, managing three teams, and navigating the complex world of retail logistics—all without formal business training.
“The momentum was hectic… I was not present at social events. Walk Fresh was my life,”.
he says
Sole Survivors: Empowering a New Generation
Realising the need to give back, Mokoena launched Sole Survivors, an incubation programme for young entrepreneurs in the sneaker cleaning business. It focuses on practical skills like financial management and customer service—teaching in relatable terms, rather than corporate jargon.
“It’s easy to be an activist until it’s time to be active. We built a programme in our own language.”
Mokoena says
From Cleaning Sneakers to Manufacturing Detergents
As Walk Fresh matured, it branched out into detergent formulation. In collaboration with his childhood friend, a chemical engineer, Mokoena spent three years perfecting biodegradable, high-performance solutions for materials like nubuck, canvas, suede, and leather. The brand even developed a specialised white sneaker cleaner, boldly inviting customers to bring in the dirtiest sneakers with a money-back guarantee.
In the last financial year alone, Walk Fresh generated over R400,000 from detergent sales—excluding shop revenue.
A new chapter begins with Proudly South African backing the commercial launch of Walk Fresh cleaning products into national retail.
The Big Sink and a Mental Reset
COVID-19 halted progress and forced the closure of the Soweto store. But more painful than financial losses was the personal toll: Mokoena lost his business partner, uncle, and friend in a matter of months. The emotional burden led to burnout, and he took time off for healing—checking into a psychiatric ward and later attending a 10-day silent retreat.
This introspection brought clarity. By 2024, Mokoena had opened a new store in Alberton’s Lemon Tree Shopping Center and rekindled family ties.
What’s Next for Walk Fresh?
Ten years in, Walk Fresh has cleaned thousands of sneakers and collaborated with major brands. Now, Mokoena is focusing on building a household product line.
“We can’t clean every sneaker in South Africa, but we can get our detergent into every household.”
His focus has shifted from rapid expansion to building legacy and sustainability.
From a single R700 petrol budget to a business that spans retail outlets, manufacturing, and social impact, Walk Fresh is more than just a sneaker care brand—it’s a testament to what’s possible when ambition meets sacrifice, strategy, and heart.
As Lethabo Mokoena shifts gears from entrepreneur to legacy builder, his story offers a powerful blueprint for turning everyday choices into lifelong impact.
