Long4Life is a lifestyle-themed group that is invested in a portfolio of assets which incorporates retail, wholesale, manufacturing, service, merchandising, distribution and e-commerce. The businesses operate within three core divisions, each with their own decentralised management teams. Long4Life invests in businesses with attractive growth prospects, led by strong, management teams.





Chief executive officer
BCom, CA(SA), Honorary Doctorates in Commerce from
the University of Witwatersrand and the University of South Africa
Age 73, appointed 2 June 2016

Brian founded the Bidvest Group in 1988, where he served as Executive Chair until his appointment as Chief Executive in 2004. Brian has since stepped down from his role at Bidvest in 2016. A Chartered Accountant by qualification and historically having served on multiple company boards, Brian has over 33 years of South African and international commercial experience. He was acknowledged as one of the Sunday Times’ top five businessmen in 1992 and listed as one of the top 100 Africans of the Year in the Africa Almanac in 2001. Amongst numerous other awards received, Brian was voted the Sunday Times’ Businessman of the Year in 2007, awarded an honorary doctorate in 2008 by UNISA as well as the University of the Witwatersrand, and selected in 2010 by Wits Business School Journal as one of South Africa’s top 25 business leaders, having made a significant impact on business in South Africa. Brian was further listed by Forbes Magazine as one of the 20 most powerful people in African business.

Chief financial officer
BCom, BAcc, CA (SA), HDip tax
Age 51, appointed 15 October 2018

Mireille has over 20 years’ experience in finance and operations within listed and unlisted environments, with extensive experience in financial strategy, corporate finance and operational management. Mireille joined Long4Life after 16 years at Paracon Holdings Limited, an ICT services group formerly listed on the JSE, where Mireille served as Chief Financial Officer.

Chief operating officer
Age 72, appointed 22 March 2017

Colin has had an active role as an entrepreneur in the distribution industry for over 40 years. Colin is the founder and former Chief Executive Officer of Brandcorp Holding’s Limited which is focused on the distribution and retailing of branded consumer and industrial products to a broad spectrum of the market. Colin is also the founding member, shareholder and a Non-Executive Director of the Cosyro Group of companies. In addition, he serves as chairperson to one of South Africa’s largest Public Benefit Organisations.

BCom, CA(SA), Harvard Business School,
Age 65, appointed 22 March 2017

Graham has previously served as an Executive Director of the Nedbank Group and Nedbank Limited, as well as being the past Chief Operating Officer of the Nedbank Group. He has served on various committees within the Group, including the Board Group Credit sub-Committee, Chairman of the Asset and Liability Committee and the Nedbank Brand Committee. He serves as a Non-Executive Director on the board of Imperial Holdings Limited, Telkom SA SOC Limited and AECI Limited. Graham has over 35 years’ experience in the banking industry, both in South Africa and internationally. Graham holds AMPs from Harvard and INSEAD.

Independent non–executive director
BCom, CA(SA)
Age 46, appointed 22 March 2017

Tasneem started her career at Deloitte & Touche in Kwa-Zulu Natal. She then moved to the University of the Witwatersrand, as a lecturer in auditing from 2003 to 2006. Tasneem subsequently rejoined Deloitte as a Partner from 2006 to 2014, and is a former member of the Deloitte South Africa board. Tasneem currently serves as a non-executive director of Absa Bank Limited, Absa Financial Services Limited, Reunert Limited and a non-trustee member of the audit committee of Momentum Health.

Independent non–executive director
Age 75, appointed 27 March 2017

Lionel has previously served as an Executive Director of The Bidvest Group Limited, retiring three years ago. He still serves as a non-executive director on some of the Bidvest divisions. He is currently Independent Non-Executive Chairman of Vunani Limited, chairman of its nomination and remuneration committees. He has 30 years’ experience in BBEEE transactions. Currently he is also Chairman and Director of Specialised Solar Systems and also Powerhouse Africa both in the Renewable Energy and Infrastructure sectors.

Independent non–executive director
Bsc (QS), BCom, CA(SA)
Age 51, appointed 1 November 2017

Keneilwe started her career as a quantity surveyor and then qualified as a chartered accountant after nearly a decade in the construction industry. Keneilwe was appointed to the Holdsport Limited board in July 2014 and currently serves as an independent non-executive on the company boards of Brimstone Investment Corporation Limited, Attacq Limited, and Fairvest Property Holdings Limited.

Long4Life’s collective wealth of operational and deal making experience provides an entrepreneurial, nimble and innovative approach to transactions and the management of lifestyle assets.

We will gear our balance sheet prudently to allow growth through acquisitions, while we also intend to continue achieving scale in all our existing businesses by enhancing models, systems, products, services and logistics to improve market share and efficiencies, while building sustainable customer acceptance.

Long4Life’s good cash generating businesses have highly regarded brands with low- to medium-risk characteristics.

We look to invest in companies that have a high performance culture and whose business model is scalable.

The use of scrip will always be carefully considered so as not to be dilutive and to be value accretive for all shareholders.


Our products and services are purchased, consumed and used by our vast customer base. Without our customers we would not exist. Nearly 80% of Group employees are customer facing, mainly within the Sport and Recreation and Personal Care and Wellness divisions. This demonstrates the importance of ensuring we remain relevant to our national customer base by understanding their needs, and responding appropriately by providing products and a standard of service that meet those needs. Our teams that interact closely with customers are afforded appropriate training programmes to best serve these key stakeholders. Changing market dynamics and characteristics are monitored carefully to ensure awareness of any emerging trend and any need to change the offerings.


Our committed team of employees are critical to our sustainable success and we therefore provide relevant training and development opportunities, transformation imperatives, fair and equitable reward, as well as career advancement opportunities by promoting from within and ensuring a strong succession plan is in place. Management adheres strongly to communication, and employees receive regular newsletter updates that cover progress and general news about the group. Employees are also encouraged to approach management with their personal views about the operating and service landscape, which ultimately serves to ensure that the Long4Life team remains centred on a culture of high-performance delivery.


Our overriding ambition is to provide value for investors, shareholders and equity partners. This is achieved by ensuring good profitability and robust cash generation that will deliver consistent financial returns. Long4Life’s quality asset portfolio and proven management team ensures the effective management of all resources, specifically people, time and funds. The Long4Life board and management drive appropriate capital allocation, which we see as key to sustainable value creation. Regular communications ensure that shareholders and partners remain up-to-date on group performance and progress.


We see our suppliers as partners in our ambition of creating value for all Long4Life stakeholders. We remain in close contact with our supplier base, which provides us with good insights into market dynamics and characteristics. By doing this we remain alert to changes in behaviours and developments, allowing us to remain well-positioned to adapt where necessary. Where possible B-BBEE accredited suppliers are used and promoted.


We contribute to South Africa’s fiscus and provide support – through expertise and funding – to various bodies and institutions that ensure the ongoing development and progress of the sectors in which we operate. We continually aim to enhance our role as a responsible corporate citizen in a well-functioning democracy. To achieve this, we ensure compliance with relevant laws and regulations, and always adhere to strict ethics and governance.


We aim to create value for the communities, mainly in and around areas where we operate. Resources are provided for projects and campaigns that improve social development initiatives, specifically in support of our stakeholders, and where possible their families. We invest in initiatives focusing on various interventions, specifically in terms of sporting programmes, youth and enterprise development, social upliftment, and leveraging our skills to effect purposeful change.



At Long4Life, giving back is part of our culture. Following the declaration of the COVID-19 as a pandemic worldwide, the group has generously contributed through the donation of funds, water, soft drinks and various forms of support to our communities. We also support charitable and worthy initiatives each year, such as the Reach For a Dream foundation, Girls’ and Boys’ Town, the Angel Network and local netball and soccer teams. We engage and participate in a number of local disadvantaged community programmes that create empowerment opportunities, transfer skills and educate communities. We have reached thousands across South Africa, within a variety of sporting categories and community projects and are proud to work together in giving back.


Public health and safety is a priority throughout the group. We perform quality assurance reviews to ensure that health and safety standards are maintained for all products. Our divisions adhere to responsible advertising. All claims used in advertising and labelling follow industry regulations and conform with suppliers’ terms and conditions.


Most stores make use of independent electronic meters to raise awareness of consumption. Effluent is treated, all waste is recycled as far as possible, solar panels are used to reduce our carbon footprint, and water use is limited to water that may be abstracted from underground water sources.


  • Outdoor Warehouse helps communities to access water

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    South Africa is a water-scarce country, with many communities lacking reliable access to fresh water. When Outdoor Warehouse became aware of the need amongst rural communities in the Northern and Eastern Cape for a way of efficiently transporting water, they stepped up with a donation of 1 400 25-litre containers. The containers, with a combined value of R231 660 and combined volume of 35 000 litres, were distributed to communities by Water Warriors, an established non-profit organisation based in Cape Town. In addressing what was clearly a crucial need in these communities, Outdoor Warehouse has been able to not only facilitate access to water for drinking, but have enabled members of the community to practice effective hygiene protocols in order to limit the spread of COVID-19.

  • Angel Network and Long4Life step up to strengthen food security

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    As lockdown restricted people’s access to food and work, The Angel Network, which is an NPO, rose to the occasion and created an opportunity to distribute food parcels to those in need. They developed Community Action Networks (CANs), which allow neighbourhoods to raise money and assemble food parcels for designated families in order to alleviate starvation and poverty. The Orange Farm CAN, has, since the start of the lockdown, distributed over 1 000 food parcels to families in Orange Farm and assisted with various initiatives in Alex. More recently, the CAN has also begun to assist the Lusemanzi Early Childhood Development Centre. Their work was made more effective through the support of Long4Life, which donated R100 000 to be used to provide food parcels to families in need. These parcels have been used to feed close on 100 families (with an average of four dependants per household) for the last six months. The remaining money is now being used to help the children at the Lusemanzi Centre to celebrate Christmas properly, and to provide food hampers to see families through the Christmas period.

  • Sorbet sends gifts to those on the COVID frontline

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    To say thank you to those who put their lives on the line at work and keep their families safe at home, the Sorbet Group delivered 80 gift sets to the Charlotte Maxeke Hospital Emergency and COVID Unit. The head of the department and her team were delighted with the gifts and touched by the gesture. “It really demonstrates the compassion and kindness The Sorbet Group has at this difficult time, and my team and I are thrilled with their useful and lovely gift sets we each received,” said Professor Motara.

  • Sorbet uplifts and upskills

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    Sorbet Empowering Wo+men (SEW), the Sorbet Group’s initiative to create positive sustainable change, has filled an important gap by addressing the unmet demand for hairstylists, groomers and beauty therapists, and trains people for these positions so they’ll find work easily at salons and barber shops across the country. Some 200 lives have been positively affected by the SEW initiative, with 90% of these graduates between 2014 and 2019 having successfully found employment as professionals in the beauty and grooming industry.

  • Long4Life donates to Rohan Bloom Foundation

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    Long4Life donated Sorbet products to the Rohan Bloom Foundation (an organisation dedicated to alleviating the pain and suffering of childhood cancer), and Sydney Fakude, the Long4Life driver, was happy to pose with them before loading them up for delivery.

  • Chill Beverages staff donate life-saving blood

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    In 2019, Chill Beverages employees rolled up their sleeves to donate blood, saving lives one drop at a time as part of a six-month initiative in collaboration with the Western Cape Blood Service (WCBS). Twenty-nine staff members volunteered to participate in the drive, donating much-needed blood that will be used in life-saving procedures in hospitals throughout the Western Cape.

  • Sportsmans scores with street soccer tourney

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    In 2019, Sportsmans teamed-up with Sporting Chance to create Sportsmans Warehouse Street Soccer – a fantastic community-involvement project. There was never a dull moment making sure everyone involved in the tournament had the needed equipment and apparel, but once it kicked off it was an instant success. Not even bruises and scrapes from the tar could stop the points from rolling in. Sportsmans Warehouse and Sporting Chance will continue to use the beauty of sport to uplift communities and bring joy to the 140 energetic players.

  • Sportsmans plays big for Mandela Day

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    “There is no passion to be found in playing small – in settling for a life that is less than the one you are capable of living.” – Nelson Mandela. Sportsmans Warehouse teams across South Africa honoured Mr. Mandela’s words on 18 July by contributing their time to deserving causes in their communities. Whether preparing meals, donating blankets or taking part in exciting, shared activities, the experience proved rewarding and inspiring. Sportsmans donates sports equipment every year, including netball, rugby and soccer balls, water bottles and socks. The teams joined this worthy cause to support their local communities, providing a helping hand for children’s learning and development. It proved to be a wonderful day working together, having fun and making a difference.

  • Score supports youth development soccer tournament

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    In 2019, Score stepped up its involvement as associate sponsor of the Bayhill Premier Cup youth soccer tournament. The Bayhill Premier Cup’s 30th Anniversary, Powered by Score Energy Drink, took place over the Easter Weekend at Erica Park in Belhar on Wednesday 17 to 22 April 2019. Now in its 30th year, the Bayhill Premier Cup is Africa’s largest youth development soccer tournament. Numerous soccer legends have risen through its ranks including Benni McCarthy and Steven.

  • The Sport and Recreation division headed to Zonnebloem Primary School

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    In 2018 to participate in fun sporting activities with the learners, including obstacle courses, netball, soccer and rugby. Although situated in the heart of Cape Town, most of the learners travel from outlying disadvantaged areas. The team was privileged to join them on the day, participating in sports and also providing a meal afterwards. Nobody wanted to stop, but in

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