『Going Circular Pays Off』のカバーアート

Going Circular Pays Off

Going Circular Pays Off

著者： Sandra Horlings Marjolein Oyen Christiaan Kraaijenhagen- Innoboost
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Welcome to Going Circular Pays Off! In this series, we explore inspiring business stories of leaders building a sustainable business through innovative circular business models. Discover what it takes to scale a circular and greener business. We bring you real sustainable business stories about making organizations cleaner, more just, and future-proof. Learn how green entrepreneurship and circularity actively restore the world around us. At Innoboost, we prove that a strong circular business case drives real change. Tune in for actionable sustainable business practices! ✨Sandra Horlings, Marjolein Oyen, Christiaan Kraaijenhagen- Innoboost 経済学
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  • With guest Laurens Nolet - How Decathlon Proves Circular Models Drive New Customer Revenue - Going Circular Pays Off - Episode 6

    With guest Laurens Nolet - How Decathlon Proves Circular Models Drive New Customer Revenue - Going Circular Pays Off - Episode 6
    2026/06/10

    Smashing the Cannibalization Myth: How Decathlon Proves Circular Models Drive New Customer Revenue

    If your leadership team is holding back on sustainability initiatives, it is likely because of one deep-seated fear: will our second-hand options eat into our new product sales? But what if the data proves the exact opposite?

    In this episode of Going Circular Pays Off, hosts Sandra Horlings and Marjolein Oyen sit down with Laurens Nolet, Circular Leader for Decathlon Netherlands, to share one of the most inspiring business stories in retail. Together, they look past the myths to show how building a sustainable business actually unlocks completely new customer revenue through circular business models.

    Laurens shares the exact customer-centric strategy they used to turn the internal narrative around, dismantle the fear of cannibalization, and demonstrate that focusing on the consumer can make a circular business case a powerful commercial driver. It’s a masterclass in green entrepreneurship that delivers results both in the boardroom and on the balance sheet.

    🎧 Chapters & Key Topics:

    • (00:00) Introduction: Driving real sustainable business stories

    • (01:13) Meet Laurens Nolet: Democratizing the circular economy

    • (02:50) Transitioning to 4 circular business models: Reuse, repair, second life, and rental

    • (04:40) How customer demand wins linear meters on the retail shop floor

    • (05:37) Smashing the cannibalization myth: Why 90% of circular sales are incremental

    • (07:22) The Aha-Moment: Shifting from a planet-focus to a customer-focus

    • (09:37) The economic rationale behind Decathlon's greener business strategy

    • (12:00) Opening the ecosystem: Why Decathlon repairs bikes from competitor brands

    • (13:43) Supply hurdles: Overcoming lumpy supply in circular assortments

    • (15:43) Replacing entry-level products with sustainable Second Life alternatives

    • (17:15) Case study: "No Tent Left Behind" & festival rental partnerships

    • (19:40) The Magic Formula: Tying monthly financial bonuses to circular KPIs

    • (21:50) Matching different product categories to specific circular models

    • (23:25) Future Outlook: Standardization, B2B growth, and C2C solutions

    • (25:40) Conclusion: Creating profit to be proud of through sustainable business practices

    💡 The Takeaway > "When I realized that the customer unites us and that Circular is actually not about the planet, but more about the customer... we turned around the story. Through those customers, we can save the planet in a way that we can change shopping behavior and reduce our footprint." — Laurens Nolet

    Stop letting assumptions dictate your business model. Tune in to arm yourself with the data and arguments needed to shift your company from volume to value. Listen to these ecofriendly business stories now on your favorite podcast platform!

    👉 Ready to bring a customer-first circular strategy to your business? Share this episode with your network and visit innoboost.com for practical tools to make circularity work for you.

    Show notes

    • Discover more about how ⁠Decathlon⁠ keeps customers close with circular business models.

    • Follow ⁠Laurens Nolet⁠ on his journey going circular.

    • Visit⁠ Innoboost.com⁠ for more insights, research and tools on going circular. Drop us a note if you want to share your story via ⁠sandra.horlings@innoboost.com⁠


    CreditsThis is a podcast by Innoboost | Creating Profit to be proud of


    • Hosts: Sandra Horlings & Marjolein Oyen


    • Production & Edit: Malou van der Starre


    • Sound: Joris van Grunsven, Studio Takt
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    35 分
  • With guest Rose Vanhecke - What happens when the evidence of recycling becomes the reason to buy Electrolux? - Going Circular Pays Off

    With guest Rose Vanhecke - What happens when the evidence of recycling becomes the reason to buy Electrolux? - Going Circular Pays Off
    2026/03/31

    In this episode, Rose VanHecke, Sustainability Director at Electrolux for Europe, APAC and MEA, shares one of the most inspiring business stories in the appliance industry. Discover how making new fridges from the recycled plastic of old ones helps close the resource loop, while creating a highly unique selling point and a thriving circular business model.

    The result? A distinctive greige color that couldn't be hidden. Instead of hiding it, Electrolux leaned in. When consumers understood where that color came from, something remarkable happened: they didn't just accept it. They wanted it.

    Listen to this masterclass in green entrepreneurship to hear how transparency about materials turned a technical constraint into a competitive edge, a new industry benchmark, and how closing the loop on fridges became proof that going circular pays off. Literally.

    🎧 Chapters & Key Topics:

    • (00:00) Introduction: Going Beyond Brand Heritage

    • (01:31) Meet Christian & The Overarching Manufacturing Challenge: Supply Chain Resilience

    • (02:26) Meet Rose VanHecke: Driving Strategic Partnerships and Trust

    • (04:00) Consumer Expectations: Why Product Performance and Materials Matter

    • (05:13) The "Aha" and "Oh No" Moments: Turning a Gray Recycled Plastic Constraint into Customer Demand

    • (07:05) Measuring Success: Moving from a Sustainability Gimmick to Factory-Wide Integration

    • (07:44) The 2017 Origins: How the Product Care Team Initiated Recycled Plastics

    • (08:52) Food Safety Protocol Challenges and the 70% Recycled Target Explained

    • (10:35) Convincing Stakeholders: Aligning Design, Business Scale, and Trade Partners

    • (12:35) The Regulatory Landscape: Leveraging European Standards as a Sustainability Leader

    • (14:07) Building Durability and Repairability into the Core Brand Value

    • (16:11) Design for Recyclability: Collaborating with Recycling Plants to Stop Gluing and Start Screwing

    • (18:00) Supply Chain Control Points: Setting Contract Requirements for Direct Raw Materials

    • (19:50) Raising the Bar: Managing the Sourcing Ecosystem and Joint Preparation for Legislation

    • (22:00) The Modern Business Case: Shifting to Fixed-Price Repairs, Extended Warranties, and AI

    • (23:54) Profit to be Proud of: Green Financing, Operational Cost Efficiencies, and Variable Cost Reduction

    • (26:11) Hindsight and Boldness: Making Sustainability Foundational in a Tough Business Climate

    Do you also want to make going circular work and worthwhile? This series explores real sustainable business stories from leaders who are building a sustainable business that is cleaner, greener, more just, and future-proof. Tune in to learn how to create resilient value chains and launch a successful greener business with a compelling value proposition at its heart. At Innoboost, we see that a strong, circular business case drives real change in many sectors—creating profit to be proud of through actionable sustainable business practices.

    Listen now on your favorite podcast platform and get inspired by these ecofriendly business stories!

    Show notes

    • Discover more about how ⁠Electrolux⁠ sets a new industry benchmark for the use of recycled plastics.

    • Follow ⁠Rose Vanhecke⁠ on her journey going circular.

    • Visit⁠ innoboost.com⁠ for more insights, research and tools on going circular. Drop us a note if you want to share your story via sandra.horlings@innoboost.com


    Credits

    This is a podcast by Innoboost | Creating Profit to be proud of

    • Hosts: Sandra Horlings & Christiaan Kraaijenhagen

    • Production & Edit: Malou van der Starre

    • Sound: Joris van Grunsven, Studio Takt
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    34 分
  • With guest Mark Lina - Manutan - From Competitors to Partners: Shifting the B2B E-Commerce Mindset - Going Circular Pays Off

    With guest Mark Lina - Manutan - From Competitors to Partners: Shifting the B2B E-Commerce Mindset - Going Circular Pays Off
    2026/02/09
    "In the linear economy, you buy what you need. In a circular movement, you have to work with what is already there." In this episode of Going Circular Pays Off, hosts Sandra Horlings and Jaden Panetta sit down with Mark Lina, Business Developer for the Circular Economy at Manutan. Together, they explore how a European leader in B2B e-commerce, warehouse equipment, and office supplies is scaling building a sustainable business across 17 countries.Mark shares a powerful perspective shift: coming from a traditional commercial mindset, he viewed other circular players as rivals. Today, those same competitors are Manutan's vital logistical and architectural partners. Tune in to discover how Manutan turned an office redecoration hurdle into an innovative 'Refurbishment as a Service' model, proving that green entrepreneurship expands market share and unlocks budgets clients didn't know they had.🎧 Chapters & Key Topics:(00:00) Introduction: The shift from technical challenge to human mindset.(01:34) Meet Mark Lina: Driving the linear-to-circular transition at Manutan Europe.(03:00) Corporate Intrapreneurship: Growing the internal circular team from 9 to 24 specialists.(04:00) The Aha Moment: Transforming customer budget constraints into refurbished furniture wins.(04:55) Full-Package Logistics: Solving existing office furniture waste before bringing in the new.(05:35) Data-Driven Impacts: Meeting the growing market demand for validated traceability reports.(07:22) Co-opetition: Why local circular manufacturers became Manutan's main supply chain partners.(08:44) Overcoming Customer Bias: Rebranding "old garbage" into high-quality, certified workplaces.(09:33) Inside the Hubs: Operational refurbishment, metal work, and painting in Paris and Wapenveld.(10:52) Guaranteed Quality: Offering 3-year warranties and product environmental footprint tracking.(11:32) The PI Score: Guiding purchasers with an automated A-to-D environmental impact rating.(12:12) Opening New Doors: Using circular services as the ultimate commercial foot-in-the-door.(12:55) Social Sustainability: Partnering with external companies to hire people distant from the labor market.(13:50) Refurbishment as a Service (RaaS): Upgrading 490 office chairs along the way.(14:48) Navigating the Sales Team Hurdle: Proving cheaper circular alternatives drive additional turnover.(16:20) The PI Score Combined: Merging customer decarbonization data with traditional category management.(17:03) The Sit-Stand Desk Case: Saving a key account's budget by retrofitting existing components.(18:25) Digital Mouth-to-Mouth: Leveraging LinkedIn to create joint sustainability awareness with clients.(19:35) Next-Gen Talent: Future readiness and why younger generations demand resource circularity.(20:53) Mark's Call to Action: Start small, track the baseline, step by step.💡 The Takeaway"I came from a commercial mindset, so I was looking for our competitors. But now I see that in the circular economy, they can be a really good partner because you cannot do everything yourself. You need each other to be successful and you both grow." — Mark LinaListen now on your favorite podcast platform and get inspired by these ecofriendly business stories!👉 Want to unlock new business pipelines through circularity? Share this episode with your network and visit innoboost.com for actionable toolkits to embed sustainable business practices into your commercial model.Show notes⁠Discover more⁠ about circular services at Manutan. ⁠Follow Mark Lina ⁠on his journey, Going Circular. ⁠Visit innoboost.com⁠ for more insights, research and tools. Drop us a note if you want to share your story via sandra.horlings@innoboost.comCreditsThis is a podcast by Innoboost | Creating profit to be proud of Hosts: Sandra Horlings & Jayden Panetta Production & Edit: Malou van der Starre Sound: Studio Takt - Joris van Grunsven
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    30 分
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