Mike Welch, a Liverpudlian entrepreneur and tyre industry veteran, is preparing to launch a new tyre brand, Rolo, in the UK early next year, aiming to challenge established premium manufacturers such as Michelin and Goodyear. At 48, Welch views this venture as the culmination of more than three decades in the sector, marking his first foray into marketing a self-owned brand directly to consumers.

Welch’s career began shortly after leaving school at 16, initially working as a tyre fitter before being made redundant. This setback prompted him to start selling tyres online at age 17, a pioneering approach during the early days of e-commerce. With a £500 grant from what was then the Prince’s Trust, Welch bought his first computer and ran his initial business, Motorforce, from his parents’ home. The enterprise grew until it was acquired by garage chain Kwik-Fit, where Welch was subsequently appointed head of the company’s digital operations at its Edinburgh office.

His mentorship under Kwik-Fit founder Sir Tom Farmer was instrumental to his later achievements, Welch has noted. In 2001, he founded Blackcircles.com, which introduced a novel “click and fit” model—customers order tyres online, which are then delivered to garages for installation. Michelin acquired Blackcircles.com in 2015 for £50 million. Welch later expanded to the U.S. market with Tirescanner, which was purchased by ATD, a major American tyre supplier, in 2021.

Currently based in Florida, Welch insists his move to the U.S. does not reflect a diminished confidence in the UK or European markets, where Rolo’s headquarters will be situated. While acknowledging the challenges facing businesses in the UK—particularly surrounding tax policies and cost pressures—he rejects characterizations of an overly punitive environment. Welch argues that such difficulties are not unique to Britain, noting that economic challenges are global and that entrepreneurs must adapt their business models to prevailing conditions.

Welch advises emerging businesses not to depend on favorable economic climates or government assistance, citing his own modest start with limited support. He remains optimistic about the UK market’s potential despite recent economic headwinds and government budget measures, asserting that it remains a strong base for long-term business growth.

In addition to his business ambitions, Welch expressed concern about the plight of Britain’s youth, amid warnings that the country could face a “lost generation” with rising numbers of young people not in education, employment, or training (NEET). Challenging narratives that question young people’s motivation, he emphasizes the importance of guidance and support akin to the Prince’s Trust backing he once received, which he continues to endorse through involvement in the U.S. He advocates for more engagement with young people to inspire and encourage entrepreneurship, highlighting his own journey as evidence that modest early support can lead to lasting success.