The Business Model of On Running
The founders of On have set themselves the goal of revolutionising the entire running experience and making running fun and enjoyable for their customers. On running shoes are lightweight performance shoes that combine a soft landing with an explosive take-off and give the feeling of running on a cloud.
Under the motto "Produce - Use - Reuse", the company has created an innovation in running. With a revolutionary subscription system for shoes, On has developed a recycling concept for the future. For this, a new, fully recyclable performance shoe was designed that can be used by customers as part of a subscription model. The shoe will never belong to the customers. When the current pair wears out, On sends new shoes to the customer and the old ones are taken back by On, recycled and made into new shoes. On wants to replace the classic linear life cycle of running shoes with a circular life cycle.