Pivot, Play and Prosper: Obert Rukato on Turning Setbacks into Strategy
For many young South Africans, the transition into adulthood and the job market is rarely a straight line. It is a series of pivots, adaptations and continuous learning. Obert Takudzwa Rukato, clinical psychologist, entrepreneur, and lifelong football player, embodies this adaptive spirit. His journey offers valuable lessons for youth navigating economic participation, career shifts, personal growth, and self-belief.
The Entrepreneurial Experience: Lessons from BOBZA
Before establishing his psychology practice, Obert co-founded BOBZA (Black Owned Business South Africa), an e-commerce platform created to bridge the gap between small, micro, and medium enterprises (SMMEs) and the broader digital marketplace.
“Africa has all of these beautiful raw, indigenous products that people are making. The idea was, let’s give those businesses a platform, help them formalise to become more than just a side hustle.”
Operating an online business presented major operational hurdles. Managing supply chains, stock and logistics across independent suppliers were no small tasks. Furthermore, overcoming consumer trust barriers when competing against established commercial brands required intentional strategy, such as leveraging user-generated content and direct customer engagement.
Ultimately, balancing high operational overheads (that is to say the business spends a large amount of money and effort on the ongoing, day-to-day costs required to keep it running) with professional commitments led to a decision to pause and restructure the business. The core take away for emerging entrepreneurs: bootstrapping requires adaptability, and knowing when to evaluate and redesign a business model is as critical as launching it.
Pivoting Pathways: From Football to Psychology
Obert’s primary passion was initially professional football. It was his life’s dream. However, after experiencing an injury during his undergraduate studies, he adjusted his path. Coping with that initial disruption was challenging and he had to find a way to navigate the curveball thrown at him.
He completed a general Bachelor of Arts degree, discovered a strong aptitude for psychology and eventually pursued his Masters to become a qualified clinical psychologist.
His trajectory highlights an important reality for young people: your initial field of study or career plan does not define your final destination.
Keeping the Dream Alive: The Intersection of Sport and Psychology
Today, Obert integrates his background in sports with his clinical work. Beyond establishing a practice at Virgin Active Cresta to break down therapy barriers, he continues to push his own athletic boundaries.
At 29, following knee surgery and intensive rehabilitation, he remains committed to his original ambition:
“As long as there’s even a 0.1% chance of me going pro, I’m going to try. The little boy inside me still lives, and as long as you can try, you must try.”
Obert also highlights how sport serves as a tool for community development and mental resilience:
- Mental Performance in Sport: Addressing psychological barriers and focus retention during high-stakes competition.
- Psychosocial Support: Utilising structured athletic programmes to provide routine, focus and community support for youth.
- Accessible Care: Meeting people in everyday environments to reduce the stigma surrounding mental healthcare.
Key Insights for Emerging Young Leaders
- Embrace the Pivot: Unplanned changes or setbacks often lead to viable alternative career paths. Shifting away from your initial plan doesn’t mean abandoning your passion; it allows you to approach it through a new professional lens.
- Understand Your Market Constraints: When launching a business venture, assess logistical costs and customer acquisition dynamics early.
- Combine Your Passions: Sustainable careers often lie at the intersection of your formal skills and personal interests.
- Leverage Professional and Personal Support: Finding sustainable, healthy support structures and coping mechanisms are essential for navigating career or life shocks.
- Maintain Ambition Alongside Reality: Pursuing academic and professional stability does not have to mean giving up on your personal goals. Persistence and contentment can coexist.
