"Use our products, do not buy them" we can read on Decathlon (Belgium) website. Decathlon launches "We Play Circular", a project that aims at promoting the circular economy by moving from customers to users. Each user subscribes to Decathlon and have a monthly budget to rent sports items. Not only does it promote circularity, but it is also cheaper for families to rent than to buy brand new! This way, Decathlon also makes sports more accessible to everyone. Through this project, Decathlon also wishes to get more information about their longevity and eco-conception, to keep improving their product line, working together with data analysts providing further information on behaviors as well. The project is an experiment in Belgium focusing on 70 families who wanted to participate. Let's hope this will be a success! Sources: "Decathlon expérimente un business model à la Netflix grâce à la data", Le Hub: https://lehub.laposte.fr/repere/decathlon-experimente-business-model-netflix-grace-data Linkedin post, Thomas Karolak: https://www.linkedin.com/feed/update/urn:li:share:6967388700464844802?utm_source=linkedin_share&utm_medium=member_desktop_share&utm_content=post