Utilitarian goes live in first Runnersworld and Intersport stores in Europe
Rotterdam / Sydney – 28 August 2025
Utilitarian, the circular technology company founded in Australia and now based in Sydney and Rotterdam, has announced the European launch of its customer returns app. The app is now live in two Runnersworld stores, with rollout to three Runnersworld and three Intersport locations confirmed in the coming weeks.
The launch coincides with the unveiling of The Loop, a groundbreaking circular concept store in Eindhoven, where 22,000 recycled running shoes have been transformed into the store’s fixtures such as walls, and running track. The concept was developed in partnership with Runnersworld, FastFeetGrinded, and production partners Pyrasied, Swooda, and Soboçan. Since 2016, Runnersworld estimates more than 100,000 pairs of running shoes have been collected— yet each year in the Netherlands, an estimated 60–70 million pairs still go to waste.
From shoe collection to customer connection
Until now, shoe take-back programs have often lacked visibility and customer engagement. The new app, developed by Utilitarian, changes this. Customers simply hand in their shoes, register them in seconds via AI photo recognition, and receive a reward — while FastFeetGrinded and recycling partners gain real-time visibility into what’s on the way.
The system creates traceability and transparency for retailers and brands, while making it easy and rewarding for customers to act. Circularity, Made Simple.
Gratitude and leadership
Tim Lee, Founder of Utilitarian, said:
“Circularity doesn’t fail because people don’t care — it fails because systems don’t help them act. With this app, we’re making the right thing the easy thing. I want to thank Ron from EK/Intersport, and Danny and Mike from FastFeetGrinded. Their leadership shows what it means to take the first step and make circularity real for customers.”
A special congratulations also goes to Sander Halin, Director and Entrepreneur of Runnersworld Eindhoven, who opened the first store with The Loop concept. “It was a privilege to be invited to last night’s launch event and to see Sander’s leadership in bringing this vision to life,” Lee added.
Ron Bruinenberg, Retail & Expansion Manager at EK Sport, noted:
“After Eindhoven, we will be converting our branches in Rotterdam and Hoorn to this circular concept, and testing the app at three Intersport stores. Ultimately, we see this rolling out nationwide.”
Press coverage
The Loop launch and Utilitarian’s app have already been featured widely in Dutch media, highlighting the pioneering role of Runnersworld, FastFeetGrinded, and their partners in making circularity visible to customers.
About Utilitarian
Utilitarian is a circular technology company dedicated to closing the customer gap in the circular economy. Founded in 2022 and now operating from Sydney and Rotterdam, Utilitarian partners with leading retailers and sustainability pioneers to transform returns into loyalty, data, and measurable impact. Our white-label digital solutions connect customers, capture downstream product data, and scale circularity at speed. Circularity, Made Simple.
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