A former kart-racing rival of Formula 1 champion Lewis Hamilton has launched a branch of the national mobile tyre replacement franchise Hometyre in Sheffield. Sam Elliott competed for many years against Hamilton and former F1 racing driver Paul Di Resta in the British and National Karting championships before switching to competitive tennis and a career as a tennis coach.

Earlier this year he left coaching to develop his own company within the automotive industry and has just launched a franchise of tyre repair and replacement specialist Hometyre, covering Sheffield and the surrounding area including Rotherham, Worksop and the Peak District.

Hometyre is a mobile operation that provides the convenience of professional roadside tyre-fitting, repair and wheel balancing services to both private motorists and businesses, including company vehicle fleets, at a suitable location of their choice, such as their home or workplace.

From the age of 8-16, Sam, who lives in Intake, Sheffield, raced in the British and National Karting championships, often competing against Hamilton and Di Resta. Sam won the National Formula TKM Junior Championship in 2000. Jenson Button’s late father, John, was his engine builder.

From the age of 15 he began playing competitive tennis at national tour events and national club league before qualifying as a tennis coach.

An injury lay-off took him briefly back to motorsport in 2011. Working for McLaren Mercedes F1 team brought him back into contact Hamilton as well as Jenson Button and his father. He also met former F1 driver Jonathan Palmer and began working for his company Motor Sport Vision at various race circuits around the UK as a race-driving instructor.

Sam returned to Sheffield in 2012 where he coached full-time at Hallamshire Tennis and Squash Club for three years.

His passion and knowledge for all things automotive led him to an opporunity to invest in setting up his own franchise within Hometyre Group.

“I’ve always been very competitive and wanted to run my own business. I met the guys from Hometyre and was impressed by their operation and the backing they provide,” he said.

“Hometyre places customer service at the heart of its ethos and has become a recognised quality brand within its industry. I’m very excited about my new venture and looking forward to changing people’s experience of buying tyres for the better.”

Hometyre, which has been operating as a brand since 2003, was the first national franchise group to be endorsed by the Which? Trust Traders scheme last year. It now covers over 20 geographical areas of the UK and also works nationally with prestigious brands such as Aston Martin and Rolls-Royce.

Hometyre Group managing director Andy Lawrence said: “We were extremely impressed with Sam from the start. He has excelled in all aspects of training and I know that, as a business owner, he’s genuinely focussed on good customer service and attention to detail.”