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When we started, “rental” made sense. Customers pay for access to a product, use it, send it back. Simple. The language fit. But as our merchants have grown, we’ve noticed something interesting happening. Customers aren’t following a single path with products. An item rented once might get put up for resale. A customer falls in love with what they hired and wants to buy it. Someone purchases outright, uses it, then wants to swap for the next version. The same product. Multiple lives. Multiple revenue moments. Multiple methods of circular. That’s not a rental. That’s a Cycle. As we expand deeper into resale, paid trials, trade-ins, buybacks and repairs, “rental” was too small a word for what we’re building. Cycles captures what’s actually happening, a single product generating revenue at every stage of its life.

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A Cycle might look like

  • Rental → Return: How you’ve been using Supercycle so far.
  • Rental → Buyout: A customer loves what they hired. Let them keep it.
  • Purchase → Trade-In → Store Credit → New Purchase: Bringing new purchases into a circular loop.
  • Subscription → Upgrade: Always-on access with a built-in upgrade path.
There are many more combinations, and that’s the point. We’ve brought flexibility and fluidity to circularity, structured to deliver maximum efficiency and profitability across your circular initiatives, always routing each item to where it works hardest next.

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What’s changing

Over the coming weeks, you’ll see this reflected across the Supercycle admin, updated terminology, renamed Flow triggers and actions, and a cleaner way of thinking about how your products move through their lifecycle. The existing API stays exactly as it is. No breaking changes, no migration work needed on your end. A new API is on the way that reflects the new modelling.

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What’s coming

This rename isn’t cosmetic. It’s been the foundation we needed to build on. There’s a significant backlog of features now unlocked by this architectural shift, things we’ve been sitting on and can’t wait to get into your hands. The goal has always been the same, help merchants get paid as many times as possible, for each product they manufacture. We’re just finally giving that idea the name it deserves. Selling in Cycles.