Endeavor Founder Stories | Episode 1: Tinashe Ruzane, Co-Founder of FlexClub

The Story Behind FlexClub

Tinashe Ruzane’s interest in mobility started early. Growing up in Pretoria, he noticed how much a new car meant to a family and how public transport shaped daily life. Those small moments planted the first seeds of curiosity about how people move and the barriers they face in accessing reliable transport.

At 19, a documentary about London’s Oyster Card sparked a bold idea. He wondered why Pretoria didn’t have a similar system. Without overthinking it, he researched the technology, built a simple proposal, and emailed the mayor. She invited him in. He arrived in an oversized suit, nervous but determined, and presented his vision.

That meeting didn’t change the city’s bus system, but it changed something in him. It showed he could raise his hand, explore problems, and be taken seriously even without experience. It was the first time he saw himself as someone who could build solutions.

Learning Through Different Lenses

Tinashe’s path wasn’t linear. He studied finance, worked in manufacturing and consulting, and kept experimenting with new ideas—including an early attempt at importing scooters from China.

“My mindset wasn’t ‘I want to be an entrepreneur’ — it was ‘there’s a problem here, let me try something.’ Even when I didn’t feel like I belonged in certain rooms, the work taught me to trust my instincts.”

His time at Uber became a turning point. He describes it as the greatest education he could have received. Surrounded by people who moved fast, valued conviction, and encouraged non-consensus thinking, he learned how to operate with speed and clarity.

The Insight That Led to FlexClub

While leading vehicle solutions for Uber across Europe, the Middle East, and Africa, he noticed a consistent challenge: getting access to a car was difficult for millions of people. Traditional loans excluded large segments of the population. Leases and rentals lacked flexibility.

He became convinced that mobility needed a new model — one built around people’s realities, not rigid financial products. That belief shaped the foundation of FlexClub.

The name itself came from two ideas:

“Flex” for flexibility, and

“Club” for a community that deserves to be celebrated, not excluded.

For many customers, accessing a car through FlexClub is a milestone moment, whether it’s for a new job, greater independence, or supporting their families. The team sees this reflected in customer stories and reviews, which they celebrate internally.

Facing Crisis and Rebuilding

Like many startups, FlexClub hit a breaking point during the pandemic. Tinashe was expecting his second child, and the business was close to collapsing. It was one of the most challenging periods of his life and forced him to confront how tightly he tied his own identity to the company’s success.

Support from a small group of shareholders helped him regain perspective. Their encouragement led him back to the idea with fresh energy. An introduction to Idan Jaan, now FlexClub’s COO, helped rebuild the leadership team. Howard Sommerfeld joined as CTO. Together, the trio formed a partnership anchored in shared values, curiosity, and a belief in the mission.

A Leadership Approach Built on Conviction and Openness

Tinashe is clear about maintaining strong opinions that can be changed with the right data. He believes in conviction, but not stubbornness. This approach shapes FlexClub’s culture, where anyone can challenge ideas if they bring evidence to the table.

He also speaks openly about confidence, imposter syndrome, and learning to navigate rooms where he doesn’t yet feel fully at ease. For him, the key is to stay curious, ask questions, and continue learning.

Life Outside the Office

Now based in Amsterdam, he finds balance through family time, cycling, and recently, paddle tennis — a social sport that fits into a busy schedule. Weekends often mean putting his phone away and focusing on being present with his children. That grounding helps him navigate the highs and lows of leadership with perspective.

A Founder Building with Purpose

Tinashe Ruzane’s journey with FlexClub reflects the resilience, curiosity, and long-term thinking that define high-impact entrepreneurs. His story is a reminder of what’s possible when a founder combines lived experience with deep conviction and a willingness to rethink old systems.

At Endeavor South Africa, we’re proud to support entrepreneurs like Tinashe who are shaping the future of mobility and building solutions that matter.