This is the premise for “Cyclon”, a new subscription service for running shoes. I couldn’t agree more. As a daily runner, I’ve worn holes into the bottom of my running shoes more times than I can count. It would be great to never again have to worry about the condition of my shoes and just be able to enjoy my run!
Launched by On, a Swiss-based high-performance running brand, Cyclon is a global subscription service that will allow subscribers to receive and wear the latest in running footwear and then return worn-out products to On for recycling, in exchange for the newest version.
The Cyclon service also brings the Subscription Economy and the Circular Economy together. Once the shoes are returned, they will be fully recycled by On, who will reuse the materials to create new running gear.
From a market perspective, On’s timing couldn’t have been more perfect. A 2019 Harris Poll across 12 countries showed that more than half of those surveyed (57%) wish they could own less “stuff.” 68% believe that a person’s status is no longer defined by what they own and 70% agree that subscribing to products and services frees people from the burden of ownership (e.g., maintenance, clutter, declining value).
Another recent IBM study showed that on average, 70% of shoppers pay an added premium of 35% more per upfront cost for sustainable purchases, such as recycled or eco-friendly goods. And 57% of them are even willing to change their purchasing habits to help reduce negative environmental impact.
All of which makes sense to me as a consumer. A subscription service that keeps my feet (and knees) happy with springy, comfortable footwear and also ensures that I’m not contributing to the global waste problem is a clear win-win.
“We wanted to show that sustainability and performance go hand in hand. The subscription service enables runners to not only receive one of the highest performing shoes we’ve engineered, but to continuously receive the best and most up-to-date shoe technology coming out of our lab,” says On Co-Founder Olivier Bernhard.