The Pole Yard and the Real Work of Scalable Growth

The Pole Yard, led by Leeroy Deane, is a practical example of what long-term business building really looks like.

What started with one counter, a fax machine and handwritten price lists has grown into a recognised South African timber and outdoor living business supplying poles, treated timber and outdoor products across multiple branches.

But the real lesson is not just about growth. It is about structure.

As businesses scale, complexity increases. More customers, more staff, more branches and more operational pressure can quickly pull owners back into daily firefighting. The next stage of growth depends on building systems, processes and leadership capability that allow the business to perform consistently without relying on the owner to solve every problem personally.

That is what we mean by building an Asset of Value™. A business that grows through clear systems, a purposeful team and repeatable ways of working.

One insight from Leeroy stood out:
“Judge relationships by behaviour, not promises.”

In established businesses, trust matters. But scalable businesses support trust with structure, accountability and operational clarity.

To hear the full story, visit East Coast Radio, Smile FM or Jacaranda FM and explore the Future50 series with FNB, which backs the businesses shaping South Africa’s future.