• Founder of Johnston Circular (2023), a consulting firm that helps companies design and implement service-based and circular business models to drive both economic value and environmental impact.
• Expert in circular economy and “economy of functionality”, focusing on shifting businesses from selling products to delivering usage-based services.
• Spent 25+ years at Michelin, where he held roles in finance, sales, and led the global Tyre-as-a-Service business.
• Recognised thought leader and speaker on service-based business models and sustainability transformation, including teaching at Sciences Po Paris.
• Founder of PACCT for Sustainability, a European network promoting knowledge-sharing around circular and service-based economic models.

Michelin is a world-leading manufacturer of life-changing composites and experiences.

Pioneering materials science over more than 130 years, Michelin is uniquely positioned to make decisive contributions to human progress and a more sustainable world.

Drawing on technological leadership in polymer composites, Michelin is constantly innovating to manufacture high-quality tires and components for critical applications in demanding fields as varied as mobility, construction, aeronautics, low-carbon energies, and healthcare.

Michelin sells performance (kilometers driven and uptime) rather than tyres, aligning its revenue with actual customer usage.

This model shifts incentives toward durability, encouraging longer tyre life, reduced waste, and increased retreading.

Data and IoT enable predictive maintenance and better asset utilization across customer fleets.

Michelin manages the full tyre lifecycle from usage to retreading and recycling.

The model relies on strong operational capabilities and risk-sharing, making circularity economically viable.