Decathlon has been offering electric bike rentals in Belgium for several years, providing an option for individuals and employees to use bikes without buying them outright. This service allows users to rent bikes for a specific period, and now the company is planning to expand this model with a new initiative called "re-location." According to Nieuwsfiets, this system allows a bike rented by one user to be returned and then rented again by another user, extending the product's lifespan and reducing waste. Returned bikes are sent to the Circular Hub in Malines, a reconditioning center where they are inspected, repaired if needed, and tested before being put back into service or sold. The rental business has been growing rapidly. This year, the number of new rental contracts has increased by 71% compared to last year, and revenue from rentals has risen by 81%. This growth is largely due to electric bikes and sports models that are popular among renters and retain their value after being refurbished. Decathlon aims to have 1,500 bikes rented out by the end of 2026 and expects its rental business to grow at an average rate of 65% annually until 2030. Currently, only about 3% of the active Belgian population has access to bike rentals, compared to 15% for company cars, showing there is still a lot of room for expansion. To encourage more people to try the service, Decathlon is offering the re-location option at half the price of the first rental contract. This initiative is currently available only in Belgium. Earlier this year, the company launched a rental program for individuals, not just through employer contracts. These initial renters will eventually feed into the re-location system, provided the bikes remain in good condition over time. While the re-location initiative is specific to Belgium for now, it reflects Decathlon’s broader strategy of maximizing the value of each bike across multiple life cycles, rather than selling it after a single use. This approach aligns with a growing trend in sustainable business practices, where companies aim to reduce waste by reusing and reconditioning products. By extending the life of its bikes through rental and re-location, Decathlon is not only meeting consumer demand but also contributing to environmental goals by minimizing the need for new production. The company’s focus on circular economy principles—where products are kept in use for as long as possible—could set a precedent for other retailers looking to adopt similar models.