David Brandenstein is the Key Account Manager at Prism Worldwide. Originally from Evansville, Indiana, David boasts a rich background in the chemical materials industry. He retired a few years ago before being lured back into the workforce by Prism. His career has been dedicated to supplying raw materials for daily-use products, leading him to pursue impactful recycling technology projects.

Mark Kinkelaar is the Chief Commercial Officer at Prism Worldwide. An Ohio native and Ohio State alumnus, Mark has had a long career in the chemical industry, with a focus on designing materials for automotive applications and green technology. Currently, he operates at the intersection of commercial and technical operations at Prism, where he is instrumental in leading the company's efforts to repurpose end-of-life tires into valuable new products.

In this episode…

The automotive industry is increasingly focused on sustainability efforts, including finding innovative solutions for end-of-life products. What happens to worn-down tires when they are no longer usable on vehicles, and how can they be repurposed?

According to David Brandenstein and Mark Kinkelaar of Prism Worldwide, approximately 300 million tires are disposed of annually in the US alone, equating to about 10 billion pounds of material. While many of these tires are burned or chopped up in landfills, Prism is working to reverse the vulcanization process and transform this waste into valuable raw materials. They are developing technologies to incorporate recycled tire content into new products, such as car mats, thermoplastic elastomers, and even back into new tires — effectively creating a circular economy for tire materials.

On this episode of Gain Traction, Mike Edge welcomes David and Mark to discuss tire recycling and sustainability. They explore the challenges of repurposing tire materials, innovative technologies for reversing vulcanization, and potential applications for recycled tire content in various industries, including automotive, construction, and consumer goods.

Here’s a glimpse of what you’ll learn: 

• [02:27] David Brandenstein's journey from materials supplier to tire recycling innovator
• [03:36] Mark Kinkelaar’s transition from automotive seating materials to leading the charge in tire sustainability
• [04:29] The unique process Prism Worldwide uses to repurpose end-of-life tires into new products
• [05:17] Challenges faced with recycling tires due to the vulcanization process
• [06:28] How a single used tire can be turned into multiple useful products
• [12:18] Opportunities for dealers to brand and sell sustainable car mats
• [18:29] How Prism stays committed to the "green without the green premium" philosophy
• [25:51] The importance and personal significance of contributing to a sustainable future

Resources mentioned in this episode: 

• David Brandenstein on LinkedIn 
• Mark Kinkelaar on LinkedIn 
• Prism Worldwide
• Bob Abramowitz on LinkedIn
• WeatherTech
• US Tire Manufacturers Association
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments:

• "The secret to doing it is you have to reverse the polymerization, and that's something that's over 100 years in the making." - Mark Kinkelaar.
• "There are two kinds of people — those who are takers and those who try to make the world a better place." - David Brandenstein.
• "It's green without the green premium; that's the key." - David Brandenstein.
• "We're solving some pretty big problems in a lot of different ways." - Mark Kinkelaar.

Action Steps:

1. Support sustainable products: this encourages manufacturers to follow green practices, reducing environmental impact.
2. Encourage transparency. This will pressure companies to improve their sustainability efforts and can boost the demand for recycled materials in new products.
3. Collaborate for sustainability: Collaboration can scale the use of sustainable materials, significantly reducing waste.
4. Educate on what’s possible: education helps build consumer confidence in recycled products, driving market demand and inspiring further innovation.
5. Practice daily sustainability. Individual action can inspire others, creating a collective effort that can have a significant positive environmental impact.

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.