Image: Marit Hazebroek.

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From a recycled hockey bag to a circular movement

It all began in 2020 with a simple question: What happens to all the discarded sportswear, bottles, and cones? The waste kept growing while the demand for new sports products remained high. Floris Verheij and Fleur Nijland thought this had to change. Together with former hockey international Kim Lammers, they launched the idea of giving used sports materials a second life.

The first prototypes, hockey bags made from recycled textiles, were created. The initiative started small, collecting materials manually and producing in limited batches. But as the impact grew, so did the ambition. By 2021 and 2022, CIRCULR. expanded and introduced its first circular training cones, made from old sports cones and bottles.

From problem to solution: A circular ecosystem for sports clubs

The real challenge? Building a system that makes it easy for sports clubs to contribute to circularity. In 2024, the ClubHub was launched: a collection system that allows clubs to gather worn-out sportswear, bottles, and other materials in an easy and structured way. It’s free for clubs, and members can instantly drop off their used gear.

Verheij explains: "Every sports club has people who care about sustainability. Once you give them the right tools, change happens fast." Today, over 90 clubs are already using ClubHub, which is growing rapidly.

Collaboration is the key to this circular network. Collected materials are processed into raw materials by recycling partners and transformed into new, high-quality sports products, such as sustainable training bibs and cones. And the best part? Even old advertising banners are repurposed into circular sports boards, returning directly to the participating clubs.

The mission of CIRCULR. is simple: a 100% circular and climate-neutral sports industry. By collecting worn-out sportswear and equipment, they are creating a system where sports materials never go to waste.

Verheij: "For me, it makes no sense to produce something that is only used for a short time. I can't stand waste. It just has to change. Too many businesses focus on short-term profits. But as an entrepreneur, you must ask yourself why you wouldn’t reuse what already exists? Awareness is the first step, but real impact comes from action. There’s a lot of talk about sustainability, it’s time to actually do something."

Sustainable business: Just do it!

Every entrepreneur working towards circularity faces challenges. Some materials are hard to recycle, production processes need improvement, and prices are often slightly higher than traditional alternatives. But as CIRCULR. explains:

"The demand for circular products is only growing. Sports brands must become more sustainable, regulations are changing, and companies can no longer take the easy way out. We are building the infrastructure that will ensure sports truly become circular."

And it’s not just the sports industry. Opportunities for circularity exist in every sector, from fashion to construction and packaging. It requires a shift in mindset: not just thinking about what you produce but also about what happens when it reaches the end of its lifecycle.

Advice for other circular entrepreneurs

Start with product design - Can your product be easily reused or recycled at the end of its life?

Work with the right partners - Find businesses that specialise in sustainable production and recycling, and build a strong supply chain.

Keep going - Sustainability is a long-term strategy, not a quick win. Many companies start with enthusiasm but give up when it gets difficult. Persistence is key.

The most important lesson? Just take the first step. Many businesses hesitate to embrace circularity, but waiting won’t solve anything. It doesn’t have to be perfect, as long as you start.

Towards a fully circular sports industry

CIRCULR. wants all sports clubs in the Netherlands to join ClubHub, not just as a collection system, but as the foundation of a truly circular sports industry.

"The sports industry has a huge opportunity to lead by example. Our mission? 100% circular sports, achieved through smart collection and sustainable production. We only have one planet, let’s make sure future generations can enjoy it too."

Are you an entrepreneur looking to make your business more sustainable? Don’t wait, just do it. As Floris says: "There’s a lot of talk about sustainability, but now is the time for real action."

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Want to take the next step in sustainability? CIRCULR. proves that circularity is not just possible, it’s essential. Sustainable business starts with insight and action. With Eevery, you can easily measure your impact and take concrete steps towards a greener business. Start today and lead the change.