Brewing Success: Steven Kitshoff on business and BombSquad Beer
How Springbok Steven Kitshoff turned a post-rugby vision with teammate Malcolm Marx into a thriving beer brand.
For South African rugby powerhouse Steven Kitshoff, the passion for beer and business has brewed over years of friendship and a shared vision of life beyond the field. Partnering with Springbok teammate Malcolm Marx, Kitshoff launched BombSquad Beer — a brand born from their years as roommates and their love for both rugby and business. “Malcolm and I have been roommates for years and we’d always talked about starting ‘something for after rugby’. We’re both passionate about business and beer, so it just made sense to go for it together,” he says. What began as lighthearted conversations has now transformed into a thriving venture with BombSquad Beer available in South Africa and the UK, and even more expansion on the horizon. Kitshoff’s journey into brewing is a story of dedication, teamwork and resilience — values deeply rooted in his years on the field.
Building a brand from passion
BombSquad Beer isn’t just a venture for Kitshoff; it’s a labour of love. The brand name was inspired by the famous “Bomb Squad” label given to the Springbok forwards during the Rugby World Cup. With his wife, Aimee, nudging them to use the name, Kitshoff and Marx took the plunge. “Aimee insisted on calling it BombSquad Beer and she was right – it was the perfect fit,” Kitshoff recalls. “It started as a passion project and now we’re fully invested in making it a successful business.”
Kitshoff’s entrepreneurial drive is nothing new. He’s been involved in other ventures before, but BombSquad Beer has been his most hands-on experience in crafting a product close to his heart. Although he and Marx work with the renowned Saggy Stone brewery in Robertson to brew BombSquad, they are deeply involved in the brand’s strategy, marketing, and business management. “We’re not physically brewing, but we had a clear vision of the lager we wanted, and Saggy Stone nailed it on the first try,” Kitshoff explains.
The art of crafting beer
For BombSquad Beer, quality ingredients are crucial. Saggy Stone’s use of fresh mountain water gives the lager a unique taste that sets it apart. “Good water is everything in brewing and we’re lucky to have Saggy Stone as our partner,” Kitshoff says. The duo’s role mainly revolves around branding and marketing, bringing their rugby network and business acumen to the forefront. “We handle the marketing and day-to-day business, while Saggy Stone focuses on the craft.”
Lessons from rugby to business
Kitshoff credits his rugby career with teaching him the essential skills needed to thrive in business, from teamwork to handling pressure. “Rugby teaches you leadership, teamwork and how to align a group towards one goal – all things that apply to running a business,” he explains. These skills were invaluable as BombSquad Beer worked to gain recognition and land retail deals with major chains like Checkers, Pick n Pay, Makro, Norman Goodfellows and Spar. “Getting retailers to back our product was challenging, but closing those deals has been one of the most rewarding parts of the journey,” Kitshoff shares.
Expanding the brand
BombSquad Beer’s success has not gone unnoticed and the brand recently expanded to the UK, targeting the South African community in London and beyond. Kitshoff is grateful for the team managing operations abroad. “We have an amazing team handling things on the UK side, which is a blessing,” he says. “Australia might be next on the expansion list, given its large South African population and the build-up to the 2027 Rugby World Cup.”
A balanced approach to innovation
The BombSquad team is also exploring new flavours and product lines, with a ready-to-drink cocktail-in-a-can on the horizon. “We think there’s a strong market for such a product, especially in retail. If all goes well, we hope to have it on shelves by early 2025,” Kitshoff reveals. The team’s vision is as much about product diversity as about growth, ensuring that BombSquad evolves with consumer trends while staying true to its roots.
Balancing rugby and business
Balancing the demands of a professional rugby career with entrepreneurship hasn’t been easy. “Time management is key, especially when rugby takes up so much time,” Kitshoff notes. “Injuries have given me more time to focus on the business, but I’ve learned how important it is to delegate and keep things moving smoothly on both fronts.” He credits his rugby experience with teaching him resilience, problem-solving and the ability to stay calm under pressure — skills he now uses daily in business.
Kitshoff’s journey with BombSquad Beer is a testament to his entrepreneurial spirit and the power of pursuing one’s passions. From the rugby field to the brewery, he’s learned that success requires the same grit, dedication and teamwork that has defined his rugby career. As he continues to expand BombSquad’s reach and to innovate with new products, Kitshoff remains committed to building something lasting beyond his time in rugby. “This brand is about friendship, passion and backing our friends’ businesses too,” he says. “We’re excited to grow with them, make money together and see each other succeed.”
Steven’s top entrepreneurial tips:
- Start with a solid partnership – “Malcolm and I have been roommates for years, and we’d always talked about starting ‘something for after rugby’. It made sense to go for it together.”
- Utilise your experience – “Being in a team environment taught me a lot about leadership and problem-solving, which are crucial in running a business.”
- Focus on quality and market understanding – “Working with Saggy Stone ensures our beer meets high standards, helping us build consumer confidence in BombSquad Beer.”