At DTM, our people are at the heart of what makes us the UK’s most trusted tyre management company. This month, we’re shining a light on Dave Atherton, (DA) DTM's Chief Customer Officer, who’s playing a pivotal role in shaping the future of DTM.
We believe great service isn’t just about keeping fleets moving, it’s about moving forward, together. That belief is championed every day by Dave, whose leadership is helping to develop how we do tyre management from the inside out.
With a genuine passion for people, a deep appreciation for team collaboration, and a sharp eye for innovation rooted in real-world needs, Dave is steering DTM’s evolution with purpose and heart.
Dave is demonstrating this by redefining what outstanding service looks like and building a culture of continuous improvement, he’s helping us grow in all the right directions, always with our customers at the centre.
“DTM is quickly developing its customer proposition to help customers manage their tyre estate while still delivering the excellent service we’re known for.” - DA
What Makes DTM Different?
In a crowded industry, DTM stands out for one key reason: independence.
“Our flexibility allows us to fit any tyre from any provider. That kind of independence means we can truly deliver what’s best for our customers, every time.”
The innovation doesn’t stop there. The team recently celebrated a major digital milestone:
“20% of our work requests now come through our digital channels, making it even easier for customers to manage their tyre needs.” -DA
Culture That Cares
When we asked Dave to describe DTM’s culture in three words, the answer was powerful and clear:
Engagement. Care. Development.
From how the team works together to how they build partnerships with customers, it is clear DTM’s culture is about more than business; it’s about people.
“We genuinely care. That makes a big difference.” -DA
New members of the DTM family often find themselves surprised by how welcoming and supportive the environment is, and Dave Atherton, DTM's Chief Customer Officer, works hard to keep it that way:
“I have a very collaborative approach. I always ask for opinions before decisions—it helps people feel involved and valued.” -DA
Let’s not forget Pizza Friday! A treasured DTM tradition that brings the team together to celebrate hitting monthly goals... the tasty way.
It’s not just a slice (or three); it’s a moment to pause, connect, and appreciate the hard work that goes into keeping our customers rolling. Pizza Friday is just one of the ways we keep our culture grounded in gratitude, teamwork, and a little fun along the way.
Leadership with Purpose
So, what drives Dave every single day?
“I want our customers to receive great service, and our people to enjoy coming into work and feel valued,” he says.
It’s a simple statement, but one that speaks volumes about the kind of leader he is. For Dave, success isn’t measured in numbers alone; it’s about creating a workplace where people feel proud, supported, and inspired to do their best work.
When reflecting on the lessons he’s learned throughout his career, there’s one mantra that stands out the most:
“It’s all about the team, not about me.”
That mindset runs deep in how Dave leads, and it’s contagious. His people-first approach isn’t just a leadership style, it’s a culture builder. It empowers teams to bring ideas forward, celebrate wins together, and tackle challenges with a shared sense of purpose.
And in a fast-moving industry like fleet tyre management, that kind of grounded, human leadership is exactly what helps both teams and companies thrive.