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Registration for Q4 2024 course now open: 2 Oct - 6 Nov

Shift Cycling Culture is organising a Circular Design Course specifically for the global cycling industry to create a deeper understanding of the opportunities of the circular economy and make a start with actual projects to work on. Whether you are into bikes & parts or into apparel, this is a relevant course for you!

During the Circular Design Course, participants will develop a deeper understanding of circular business. Along the way, they will be helped by means of a facilitated design process with knowledge, tools and interaction with other companies and designers. Afterwards, you will have developed both a long-term vision and a concrete plan that you can put into action right away.

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"The course opened my mind to more business models and approaches to circularity than I imagined. It also gave us a chance to talk across brands about what could be possible within the cycling industry.”

— Cycling Brand Manager

"CIRCO did a great job in showing the potential of circular business models on a large scale, but also in practical first steps to get there."

— Cycling Product Manager

The CIRCO Method​

The CIRCO method is based on an academic framework of the Technical University of Delft in The Netherlands called ‘Products that last,’ written by C. Bakker & M. den Hollander, ea. This framework explains five circular business models and six circular design strategies.

CIRCO expanded this framework with tools and insights, to make it even better suited to application in the business environment. The method offers concrete design tools. Inspiring cases & examples, and it offers trainer support & interaction.

Value proposition

The six-week course will explore the concepts of circular design, with participants identifying business opportunities and utilising circular design strategies to redesign their own company’s propositions, products, services, and business models. On leaving the course, participants will have developed a concrete Implementation Roadmap ready for implementation at their companies, resulting in tangible outcomes from the highly effective course. 

Participants will join other entrepreneurs, designers and industry professionals, learning to adapt the principal elements of circularity to their own organisations. While every company develops its own value proposition, the peer-to-peer discussions and knowledge sharing between companies has been cited as an incredibly valuable aspect of this course.

Over a period of six weeks, participants will:

  • Learn about circular design strategies and business models

  • Redesign their product or service using circular design strategies

  • Develop a new circular business model for their product and service

  • Create a roadmap for implementation to transition to their circular model

  • Build a strong network of like-minded people and companies



  • Six online sessions (three hours each) & two individual coaching sessions

  • Coursework between each session (expected 1-2 hours per week)

  • Total time investment time, approximately 30 hours


Delivery Method

  • Sessions will be hosted online on Zoom

  • Exercises and activities are delivered via Mural 


The course will start on 2 October 2024. Sessions take place once a week.

They run each Wednesday from 9:00-12:00 CET //  15:00-18:00 GMT+8.

  • 2 October

  • 9 October
  • 16 October
  • 23 October
  • 30 October
  • 6 November


  • €2,000 per company of two participants


Number of Participants

  • 8-12 organisations (two participants per organisation)


A team of two

To make the most of this course, we recommend each company has two members of their organisation joining the sessions: a creative participant working in design/engineering to think out of the box, and one decision-making participant working in sales/marketing to move things forward.


Course Trainers

The Circular Design Course will be hosted by two experienced CIRCO trainers & cycling industry insiders, Erik Bronsvoort (Circular Cycling), and Mars Holwerda (Studio MOM).


CIRCO circular design course accelerating factor for Trek Bikes

Trek Bikes' Program Manager, Ben Lassanske tells Shift more about the launch of Red Barn Refresh and how this course influenced its development.

Red Barn Refresh is a program dedicated to collecting and reselling used bicycles – an essential step in moving towards a circular economy.

“The workshop offered new perspectives on things you often don’t realise when you’re caught up in your daily routine. I particularly appreciated how it inspired us to develop our ideas further."

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