Mike Martin helped launch the first climate change concert tour with Dave Matthews. He’s worked with Billie Eilish to flip venues vegan and wrote the green touring playbook years ago that artists still follow today.
But after decades trying to make recycling and compostables work at live events, Mike hit a wall. Zero-waste wasn’t working. Then he remembered what he saw on tour with U2 during the Joshua Tree run—European stadiums using reusable cups.
That moment sparked r.World, the reuse company now transforming how concerts, stadiums, and venues across the country are ditching single-use and building a circular economy. From Red Rocks to Coachella to Alaska Airlines, Mike shares what it takes to scale reuse—and why it all starts with a cup no one wants to take home.
