Sophie Lyden recognised for road safety advocacy at TyreSafe Awards

Advocacy-led safety wins national recognition

Sophie Lyden, widely known as The Tyre Lady™️, has been named TyreSafe's Road Safety Individual of the Year, recognising her work in promoting tyre safety and vehicle awareness across the UK.

Lyden, who manages Westgate Tyres in Morecambe, was honoured for her proactive role in public education, campaign development, and community engagement - efforts that continue to build visibility around tyre safety as a national concern.

Tyre safety awareness with real-world impact

The award acknowledges Lyden’s dedication to raising public understanding of tyre maintenance, particularly among vulnerable and hard-to-reach drivers. By combining depot management with on-the-ground campaigning and social content, she has created a strong community presence under her brand The Tyre Lady™️.

Her win signals growing recognition within the industry that grassroots safety education is vital in reducing road risk, especially amid rising concerns over part-worn tyres, MOT delays, and ageing vehicle fleets.

Her LinkedIn response to the award hinted at more to come: “There are BIG things coming and I mean BIG THINGS.” Watch this space for the next stage in her advocacy.

Championing change beyond the forecourt

Unlike many traditional outreach campaigns, Lyden’s approach leverages both digital and physical channels, from school visits and roadside events to viral safety explainers. This hybrid model has helped her connect with younger drivers and underserved vehicle owners in ways formal channels often can’t.

Her recognition by TyreSafe places her alongside major national campaigns and signals a broader shift towards more person-led advocacy in the road safety space.

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Tagged with: Sophie Lyden, TyreSafe Awards, road safety, tyre safety advocacy, The Tyre Lady, community engagement, depot management, UK tyre sector

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