The Life of a CEO: Inside the Mind of John-Stephen Ferreira

The CEO of TFN describes his experience overseeing a large-scale fuel management business. His role is dynamic, filled with challenges and growth as the company transforms into a modern oil major. The John-Stephen highlights the balance between leadership, innovation, and staying connected with the team.

What Does It Take to Run TFN? A Lot of Fuel—and a Little Fun

Overseeing a multi-million-litre refuelling management empire, growing a family business, and still having time for a coffee with the team? It sounds impossible, but for me, it’s all part of the day-to-day. Running TFN has been an incredible journey, filled with innovation, resilience, and yes, plenty of coffee! Being CEO of a company that’s transforming into a modern oil major isn’t your typical nine-to-five—there’s always something new to tackle, and that’s what I thrive on.

A Legacy to Build On—and Elevate

I grew up in a family of entrepreneurs, so fuel was almost second nature to me. My dad started TFN, but I wasn’t just handed the title of CEO. I spent years learning the ropes, absorbing everything I could about the business. I didn’t come in guns blazing—it’s a process of watching, listening, and slowly finding your own voice.

Today, 12 years later, I’m leading TFN with the same values my father instilled, but adding my own touch—more tech, more data, more innovation. Our goal? To scale, grow, and turn TFN into a fuel management powerhouse, while staying true to the family roots that got us here.

Thinking Like an Entrepreneur, Acting Like a CEO

People often ask me what my day looks like as a CEO. It’s not about sitting behind a desk all day. It’s about growth—finding new opportunities, pushing innovation, and constantly adapting. Running a business that moves 39 million litres of fuel a month is a bit like firefighting—you’ve always got to be ready to put out flames, even if they’re metaphorical! One day I’m negotiating deals in Namibia, the next I’m making sure drivers aren’t refuelling in the priciest spots.

Innovation Is the Engine That Drives Us Forward

We didn’t start by chasing big clients. We built our business by serving the smaller transporters—the ones the major fuel suppliers often overlook. From that, we built TFN’s integrated ecosystem, a platform that meets every fuel management need from one platform. Today, we’re running 200+ depots across Southern Africa, helping transporters manage their costs more effectively. Recently, we hit a big milestone—39 million litres in a single month. But we’re not stopping there—the goal is 45 million litres next. What’s the secret? It’s a combination of data, innovation, and listening to what our customers actually need. We’re not just here to sell fuel; we’re here to solve problems and help businesses grow.

Lessons in Failure? I Call Them ‘Lessons Learned’

Like any leader, I’ve hit my fair share of roadblocks. It’s part of the process. Sometimes, people aren’t as excited about your product as you are, and that’s okay. You learn, adapt, and move on. If you’re scared of hearing ‘no,’ then you’re in the wrong game. Every ‘no’ just means there’s a ‘yes’ around the corner, and you’ve got to keep moving forward to find it.

Keeping It Real—with Coffee and Conversations

One of the best parts of my day? Grabbing a coffee in the kitchen with the team. It’s where real conversations happen, about business, about life, and sometimes about where they’re stopping to refuel on the way home. For me, it’s all about relationships. The company is the paperwork, but the business? That’s the people. It’s their energy and dedication that keeps TFN moving forward.

Scaling a Vision—and a Business

For me, growth isn’t just about adding more truck stops or moving more fuel. It’s about scaling how you think, how you lead, and how you help your team succeed. Taking my father’s vision and building something even bigger is the most rewarding part of this job. And I’m not doing it alone—my team is right there with me. We’re all aiming for the same goal, just with different responsibilities.

What’s Next? Always Moving Forward

Running a fuel business is a lot like keeping a truck on the road—if you’re not moving forward, you’re wasting fuel! My journey as CEO has been about constant learning and pushing TFN to be better, smarter, and more innovative.

The road ahead is exciting, with new milestones and innovations in the pipeline. TFN is more than a company—it’s a fuel management ecosystem that’s shaping the future of the road freight industry. We’re just getting started.

Ready to make the most of the new fuel landscape? Get started with TFN Wholesale today and see how we can help you save time and money!