Hlophe hopes to grow the Bethusile brand on the continent
ANDILE Hlophe is a well-known figure in South African basketball and one of the few wholly invested in the game. What is not widely known is how he, over decade ago, took a leap of faith and invested in the game he loves.
In 2011, the Jozi Nuggets owner and coach traded in the security of a 9-5 job in the financial sector and put all his eggs in basketball. That year, Hlophe started the Bethusile Foundation, a company which provides basketball equipment, and refurbishes and builds new courts.
Since making that decision, Hlophe has had no ounce of regret.
“I believe when you follow your passion, you will be happy for the rest of your life. For me, basketball is my passion, It saved me from a lot of things. If I make money from basketball, then of course, I’ll be happy,” explained Hlophe on Wednesday at St Mary’s Diocesan School for Girls, where he oversaw the installation of new hoops.
“I worked as a planner for various banking institutions. There was money, but it was not fulfilling because it was commission-based. But I think it trained me to be in the business space,” said the St Benedict’s College coach. “The sports business has a lot of money. Not many people in South Africa recognise that sports have growth potential. It is potential I saw and tapped into. I can say I have had success.”
Initially, he used to advise people where to go or who to get in touch with to find anything related to basketball equipment. While doing so, the bright idea hit, and Hlophe realised he could provide the same service to potential clients.
“People used to contact me to inquire where they could get things like kits or hoops and I would recommend. Eventually, I said, ‘you know what, let me do this myself’. That is when Bethusile came to life,” said the former coach of BNL franchise Mpumalanga Rhinos.
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Hlophe, whose business has expanded to other territories, exclaimed that it was deeply satisfying for his business services to be supporting the basketball ecosystem. His business’ niche area of revitalising courts and manufacturing kits is contributing to a real need within the ecosystem.
“If there was no basketball then my business would not work. Because basketball is taking place, we can grow. We have even provided services outside of South Africa. We provided countries like Zambia, Zimbabwe, Swaziland and Lesotho with basketball equipment,” said Hlophe.
Hlophe’s involvement in the game also extends to coaching where his focus has been on providing a pipeline of talent to South African basketball.
“If kids get an opportunity to play the game and learn its fundamentals, in the long run, the national team will benefit. As a school’s team coach, I try to give as much knowledge to the younger generation so that they can play the game the right way,” said Hlophe.
While he strives to empower young players on the court, Hlophe, who holds a FIBA WABC level 1 certificate, stressed the need to improve himself as a coach.
“It’s important to empower yourself. I cannot remain at the same level as I was five years ago because the game evolves daily. If I have a chance to improve myself, then I must take that opportunity. That is my motto in life,” said Hlophe.
Finally, Hlpohe desires to contribute to growing the number of coaches in basketball in South Africa. He also wants his business to be a first point of reference internationally.
“Business-wise, I hope to be the go-to in sports equipment in Africa. Coaching-wise, I hope to develop twenty-five coaches. When I watch a game, I learn something new. So, when aspiring coaches watch games that I am coaching in and gain something then I am doing something right,” said Hlophe.
Hlophe’s investment in basketball at all levels is a sign that there is a space for growth in the game in South Africa. It also shows the game has bountiful opportunities for potential investors.
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