Sitting Down with Wayde: The Story of 4S4 – Company Origins & Vision
The idea for 4S4 was born out of a combination of grit, necessity, and a deep understanding of what the market was missing. My career began at the University of Cape Town, where I studied while working nights to support myself. I had taken a student loan to fund my education, but after three years, the debt and lifestyle of university no longer made sense for me. I decided to leave and start working to pay back what I owed.
That decision took me to Zambia, near the Congo border, where I started Zambian Demolition with 2 colleagues, a scrap metal business dealing in steel. We bought and sold locally and internationally, but when the global recession hit, I returned to South Africa and began my journey in technology.
I started by selling smaller SAP systems and eventually joined a larger SAP implementation partner, focusing on enterprise planning solutions. Over ten years in the enterprise tech space, I gained invaluable experience, built client relationships, and saw a recurring pattern: clients were desperate for authentic partnerships, not just software vendors.
I started 4S4 at the beginning of COVID, a challenging and uncertain time, but I was determined to create something different. I self-funded the business from day one and have continued to do so.
4S4 stands for Strength, Service, Spirit, and Soul—four pillars that define who we are. Strength in character, Service to our clients, Spirit in how we show up every day, and Soul in the purpose that drives us. At the heart of it all is family—at home and at work—fueling our passion, integrity, and relentless drive to do meaningful work and enjoy the journey.
What was the original vision for the company, and how has it evolved over time?
The vision was simple: deliver real results, fast, with a team that prioritizes relationships, trust, and business outcomes. That original vision has matured. Today, we not only consult, we innovate. We’ve built proprietary tools, offer end-to-end transformation solutions, and have become a strategic partner to some of South Africa’s largest enterprises.
Challenges & Milestones
Starting a company during a global pandemic was no small feat. We had no external funding, no safety net, just pure determination. Building a reputation from scratch while the world was shutting down meant we had to operate lean, hustle hard, and be exceptionally good at what we do.
There were moments where the pressure felt immense, but what carried us through was the team. We recruited people who believed in our purpose and treated the company like it was their own.
One key moment was when we secured a large enterprise customer in a competitive bid against major players in the industry. That win was validation. It told us that being smaller didn’t mean we were less capable, in fact, our agility, ownership, and passion made us more effective.
Company Culture & Values
The heart of 4S4 is its people. We’re a young, dynamic team, and our culture is a blend of drive, loyalty, and camaraderie. We work hard, we push each other, and we genuinely care about our clients and one another. Everyone here is committed to building the company, not just doing a job. We refer to ourselves as family because that’s what it feels like.
Our values? Integrity, excellence, and long-term thinking. We focus on building lasting client relationships, not quick wins. We operate as a David among Goliaths—nimble, strategic, and relentlessly driven to overdeliver.
Unlike many consulting firms that chase billable hours, we chase outcomes. We prioritize business value over project volume. We’re product-focused, self-funded, and committed to owning the full value chain, from strategic planning to technical delivery. Our entrepreneurial DNA means we understand urgency, and we aren’t afraid to roll up our sleeves to get the job done.
Behind the Scenes
There’s no such thing as “typical day at work”. Our days are a mix of delivery stand-ups, customer solutioning sessions, internal product design, and brainstorming over coffee or beers (or a late-night Teams call). The feedback loop between our tech and delivery teams is tight, we’re always evolving.
One of our earliest projects was run out of a makeshift home office with barely enough bandwidth for a video call, let alone SAP system testing. We’ve run live demos off backup generators, closed deals over the back of bakkies, and once transported a portable server in a suitcase to run a client POC. That kind of hustle is still in our DNA.
Looking Ahead
What excites me most is our shift from being a service provider to a product and platform leader. We’re developing advanced costing engines and analytics solutions tailored for complex supply chains and manufacturing operations, solutions that challenge what’s available from the biggest names in the industry.
We’re also entering new verticals like Defense, Retail, Banking, FMCG, Insurance and Manufacturing and expanding beyond South Africa. The opportunity to shape the future of enterprise operations with a team this passionate is something I feel privileged to lead every day.
About the Founder
Outside of work, I’m a passionate endurance athlete and adventurer. I’ve completed two full IRONMAN triathlons and finished the Cape Epic mountain bike race, twice.
I am also a passionate fisherman, skippering my own boat and love deep-sea fishing off the coast of Cape Town, where I hunt for Tuna and Yellowtail. These pursuits challenge me, keep me grounded, and fuel my drive for performance, in business and in life.
More than anything, I’m a devoted husband to my beautiful and amazing wife, and a passionate father of two incredible young boys. My family is the center of my life and the reason I wake up every morning determined to give my best. Along with our three dogs, they bring laughter, purpose, and drive to my every day.
Staying fit and active is part of how I show up for them. Whether it’s training early at 4 a.m. or pursuing my love for martial arts, I embrace the discipline it takes to be strong for them. The same commitment I have to my family at home, I extend to my family at work, my team at 4S4. They inspire me daily.
Early mornings and late nights aren’t a sacrifice—they’re a routine. Because when you’re building for the future of your children, your team, and their families, it’s not work, it’s purpose. That’s what drives me.
