For more than a decade, Anelma Le Roux, the Owner and Founder of Strive Capital has been renowned for her business ethics and challenging the status quo's within the hospitality industry. Her journey started in 2011 through her first company, Baie Goeters, thriving on and driven by creating exceptional customer experiences. 

Anelma, an entrepreneur and connector at heart, built her company on the ethos of always evolving and improving the ever growing collection of businesses and Partnerships within Strive Capital. In 2019, Strive's current CEO, SJ Engelbrecht joined Anelma’s vision and leadership team. Together, their relentless drive of entrepreneurship and business motivation saw Strive grow to more than 10 different owned businesses and partnerships. 

We believe each business needs to operate at its full potential, and this is where we thrive. Or mission is to always better ourselves, our people and our offering. 

We believe that by using the collective knowledge, experience and skills within our businesses, we are able to add value by creating positive growth within our own entities, our partnerships and clients. Our diverse team and dynamic networks make for specialised, innovative business solutions.

True business value cant be reduced to a balance sheet. And its not achieved over night. Our vision is to build and grow sustainable businesses to ensure longterm success. Our integrated take on profitability ensures a healthy bottom line.

We strive to improve every area of your business – looking at the whole picture to develop a custom solution, and taking the next step towards market related trends and needs within society.

Our singular approach to business development, investment and management means that we have a one-of-a-kind portfolio of ventures in our 10-year track record, and a one-of-a-kind skillset to address, manage, develop and enable every area of your venture.

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.