Nhlanhla Lux: From Boarding School Hustle to Multi-Industry Entrepreneur
In a recent interview on "The Penuel Show," Nhlanhla Lux, known as the Soweto Parliament Commander, shared his remarkable journey in business, offering insights into how he built his wealth from a young age.
His story highlights the power of determination, practical skills, and strategic thinking, proving that success is a result of consistent action and a clear goal.
Early Ventures: The Birth of a Hustler Lux's entrepreneurial spirit began in boarding school at JP Boys. Without widespread home computers, the school library's computer and CD writer became his first "means of production".
He started burning music CDs – compilations of hits from artists like Usher and Ashanti – and sold them to girls' schools and co-ed schools. His target market was clear: those who enjoyed "soft music".
- He would easily make R500 per school per order.
- This CD-selling venture was so successful that he bought his first car, a 1976 Beetle, for R5,500 while still in Grade 9 with zero expenses.
- Lux emphasizes that having a clear goal (buying the Beetle) was crucial for this business's success, a principle he believes applies to all businesses. He compares it to businesses that successfully renovated entire houses just by selling ice for 10 cents, because they had a target.
When he moved to St. David's in Grade 10, his CD market disappeared as his new peers had computers at home. This forced him to "step up" his business game.
After a "dry season," he started collecting old soccer and rugby boots from his wealthier schoolmates, who often discarded them when new designs came out.
He sold these secondhand boots in his neighborhood, making significant money, especially from popular designs like David Beckham's boots. His next goal was to buy golf clubs, which he achieved through this hustle.
Venturing into Golf and Aviation After completing his PGA (Professional Golfers Association) qualification, Lux applied his skills to his community.
- He opened a golf driving range at Sun City Prison (Johannesburg prison) in Soweto, focusing on development for young kids. This was 50% development and 50% business, as he recognized the need to bring golf access to the township.
- Through this initiative, he met people in the golf world and eventually acquired an old, rundown golf course in Amarina/Earentia. He didn't buy it with millions; instead, he leveraged his network of peers from his PGA course, who were greenkeepers and golf course designers. They helped him design and build the golf course without him spending money on machinery or fertilizer, as friends would lend or share resources.
- The golf course became highly profitable. He recalls making R40,000 every Monday after paying his staff, many of whom were older than him. He also started a club called "Black Sundays" to provide access to golf for black people in the hood, charging nothing and even offering prizes. Lux notes that he didn't do multiple hustles at once; he focused on one at a time because he didn't have a team.
His "first love" was aviation, and he decided to transition from the golf business into this highly expensive field. He started Native Airways, a charter airline.
- Initially, the money he saved from the golf course wasn't enough. He found that the "black story" didn't immediately sell in the aviation market, which was accustomed to a different clientele.
- To overcome this, he came up with a clever strategy: he printed a picture of an "old white man" from online, framed it, and displayed it in his office. When potential clients asked who owned Native Airways, he would say, "I just work here," implying the white man was the owner. This tactic helped the company gain trust and business.
- Native Airways conducted various flights, including scenic tours, wildlife viewing, and charters for major events. Lux himself flew planes and later transitioned to helicopters, finding them more profitable due to their ability to land anywhere. The aviation business brought in "a different type of money," significantly more than the golf course.
Beyond: Family Business and Future Focus Lux also touches on other family-related ventures:
- His father transformed a property in Spray View into a successful double-story alcohol business, moving away from crime.
- His uncle is involved in the security and hunting space, organizing big game hunts for international clients.
Currently, Lux is focused on ventures that are less prone to political targeting and offer sustainable impact.
- He is involved in farming, both commercially (profit-sharing on his land) and for feeding those at his rehab facility. He emphasizes feeding oneself and family first before attempting to feed a nation. He believes practical farming knowledge is superior to theoretical degrees.
- He also highlighted the arts and creative space as a "mine that will never run dry," having more value than a gold mine. He believes South African art needs to be properly packaged and sold internationally.
Key Business Philosophy and Life Lessons Throughout his journey, Lux has developed strong philosophies:
- Money is a Result, Not an Action: He passionately argues that people should focus on the process, the hard work, and the "means of production," rather than chasing money directly. Money, he says, is a "symptom of the cause".
- The Hustle Spirit: Coming from the hood, Lux credits his environment with instilling a natural hustling spirit, which he refined over time.
- Relationships are Key: Converting relationships into profit is essential in business. He built his golf course on the strength of his network, who lent him equipment and expertise.
- Giving Back: Reinvesting profits and resources back into the community, especially where you came from, is vital. This creates loyalty and future opportunities.
- Practicality over Theory: Lux champions practical skills, especially in farming, over formal education alone. He believes the education system often prepares people to work for others, not to be self-sufficient.
- Unity and Collective Action: Learning from other Africans in South Africa, he stresses the power of unity and sticking together, even among those who don't always agree. He believes collective effort could solve major problems like electricity supply in townships.
- Return to the Land: Lux strongly advocates for black people to return to their ancestral lands in provinces, emphasizing that land is often freely available through traditional leaders. He views townships as "apartheid designs" meant to foster chaos and dependence on external economies. Working the land, he says, leads to food security and true economic freedom, as "food is a real money".
- Investment in Black Talent: He calls for deliberate, intentional investment from black people into other black people's businesses and brilliance. He also advises young black entrepreneurs not to shy away from investment from white people, as it might simply be an attraction to their "greatness".
Lux's story is a powerful testament to entrepreneurial resilience and a call for a paradigm shift in how communities approach wealth creation and self-sufficiency.
He emphasizes action, clear goals, and a deep understanding of the work itself, rather than just the financial outcome.