What Genan does

Genan A/S is the world's largest end-of-life tire (ELT) recycler, founded in 1990 in Viborg, Denmark. The company operates six production plants (Denmark, three in Germany, Portugal, and Houston, Texas) with combined capacity exceeding 400,000 tonnes of used tires per year, plus a UK sales office. Its proprietary, fully-automatic mechanical process separates ELT inputs into three high-purity fractions — approximately 75% rubber granulate/powder, 15% steel, and 10% textile — at 99.99% precision, with cryogenic milling capability added in 2011/2015 for fine micronized rubber powder.

Genan sells recycled rubber products (granulates in seven fraction sizes, ambient and cryogenic micronized powders, pellets, and color-coated variants) to industrial customers in sports surfaces, construction/asphalt modification, equestrian facilities, new tire manufacturing, and pyrolysis feedstock. Secondary revenue streams include the sale of recovered steel (to foundries such as BIRN) and recycled textile fibers, supplemented by tire intake processing fees from a network of independent tire collectors. Pricing is unit-based, quoted on request, with products shipped in Big Bags (~1 tonne), 25kg sacks, or loose bulk. The company is privately held, majority-owned (51%) by Maj Invest Equity 5 K/S since 2024, with PKA continuing as a minority shareholder.

Genan sells primarily through a direct B2B enterprise sales motion — dedicated account managers and regional sales chiefs cover Nordic/Baltic, Central Europe, and general Europe — supported by industry partnerships with EuRIC, AZuR, NEW LIFE, and the UN Global Compact, plus technical documentation, EPDs, and the Genan SCAN4DATA QR-code traceability app. Headcount stood at 315+ globally in 2025, and FY2025 revenue was 478.0 million DKK with record EBIT of 65.6 million DKK.

Name

Genan

Legal name

Genan A/S

Website

https://genan.dk

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

Genan is the world's largest end-of-life tire recycler, operating six plants in Europe and the US with >400,000 tonnes/year capacity to produce recycled rubber granulates, powders, steel, and textile for sports surfaces, construction/asphalt, and industrial manufacturers.

Ownership category

akta.pro rank

Product category

Tire Recycling Services

NAICS

Plastics and Rubber Products Manufacturing (326)

SIC

Tires & Inner Tubes (3011)

akta.pro primary industry

Tire Recycling & Processing (Shredding, TDF, Pyrolysis Feedstock) (IMANAMAF)

akta.pro secondary industries

Tires, Plastics & Glass Recovery from ELVs (Non-metal ELV Streams) (EUAIAJAK), Tire Recycling, Disposal & Sustainability Services (TLAKADAI)

Keywords

• Tire recycling services
• Recycled rubber products
• End-of-life tire processing
• Recycled rubber granulate
• Industrial rubber raw materials

Headquarters

HQ city

Viborg

HQ country

Denmark

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Sale of recycled rubber products: Primary revenue from selling recycled rubber products including granulates, powders, pellets, and colour-coated variants to industrial customers for use in sports surfaces, asphalt, construction, and new tire manufacturing. Products sold in Big Bags (~1 tonne), 25kg sacks, or loose bulk.
2. Sale of recycled steel: Steel recovered from end-of-life tires (approximately 15% of output) is sold as a raw material, e.g., to iron foundries such as BIRN for reuse in casting.
3. Sale of recycled textile fibres: Textile fibres recovered from tires (approximately 10% of output) are sold, currently primarily used for energy recovery in cement kilns, with ongoing development to find higher-value applications.
4. Tire intake processing fees: Genan receives end-of-life tires from collectors and processes them in exchange for a processing fee, supplementing product sales revenue. Tire collectors deliver to Genan facilities under agreed intake terms.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Genan is the world's largest end-of-life tire (ELT) recycler, operating six full-automatic processing plants across Denmark, Germany, Portugal, and the United States with combined annual capacity exceeding 400,000 tonnes. The company separates used tires into rubber granulates and powders (75%), steel (15%), and textile fibres (10%) sold as raw materials to industrial buyers across sports surfaces, asphalt modification, construction, and new tire manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• GENAN ROAD+ PREMIXED: Ready-to-use rubber modifier for asphalt and bitumen applications, combining Genan rubber powder with Vestenamer for improved performance.
• GENAN COATED TOP LAYER
• GENAN COATED INFILL
• Genan SCAN4DATA

Products and services

• Recycled rubber granulate (GENAN FINE, FINE/MIX, MEDIUM, COARSE, SUPER COARSE, ULTRA COARSE, MEGA COARSE) Standard recycled rubber granulate produced through mechanical shredding and granulation of end-of-life tires, sold in seven fractions ranging from 0.8mm to 7mm. Packaged in Big Bags (~1 tonne), 25kg sacks, or loose bulk. Used by industrial customers for sports surfaces, construction, and rubber product manufacturing.
• Ambient rubber powder (GENAN SUPER FINE POWDER, GENAN FINE POWDER, GENAN COARSE POWDER) Rubber powder produced through traditional ambient grinding process where tire rubber is mechanically shredded and granulated at room temperature. Available in three size ranges from 0.1mm to 0.8mm, sold in Big Bags (~1 tonne) or 20kg sacks. Used in new tire production, rubber compounds, and industrial applications.
• Micronised rubber powder (GENAN 120 Mesh, GENAN 80 Mesh, GENAN 40 Mesh) Cryogenically produced micronised rubber powder with particle sizes below 40 mesh (425 microns). Uses liquid nitrogen to freeze rubber granules for fine milling, producing powder with significantly smoother particle surfaces than ambient processes. Available in three mesh sizes (120, 80, 40 mesh) and sold in Big Bags or 20kg sacks for use in new tire production and high-grade rubber applications.
• GENAN PELLETS rubber pellets Recycled rubber pellets for use as shock-absorbing infill on playgrounds and sports facilities. Produced at the Viborg, Denmark plant.
• GENAN COATED INFILL Color-coated recycled rubber granulate used as infill for artificial turf pitches. Available in EARTH BROWN and NATURE GREEN colors. Combines durability, safety, and sustainability.
• GENAN COATED TOP LAYER Color-coated recycled rubber granulate for surface coating of playgrounds, running tracks, sidewalks, and cycle paths. Available in six colors for aesthetic design flexibility.
• GENAN ROAD+ PREMIXED rubber modifier for asphalt Ready-to-use rubber modifier combining Genan rubber powder with Vestenamer for asphalt and bitumen applications. Used in noise-reducing asphalt for urban roads, high-traffic corridors, and rubber-modified construction materials.
• Recycled steel from end-of-life tires Steel recovered from end-of-life tires, comprising approximately 15% of output by weight. Sold as a raw material input to iron foundries (e.g., BIRN in Holstebro) for use in iron casting. Cast iron combined with recycled steel from ELT creates sustainable products with infinite reusability.
• Recycled textile fibres from end-of-life tires Textile fibres recovered from end-of-life tires, comprising approximately 10% of output by weight. Currently primarily used for energy recovery in cement kilns, with ongoing development for higher-value applications.
• End-of-life tire intake processing service Processing service for tire collectors and waste managers: Genan receives end-of-life tires at its six facilities and processes them under agreed intake terms in exchange for processing fees. Collectors deliver to Genan under agreed terms with compensation based on recovery rates.

Quantifiable outcome

• Up to 700 kg CO₂ saved per tonne of ELT recycled compared to incineration, equivalent to driving ~3,800 km in a diesel car
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Reel (energy supplier)minorOthers · 1 January 2024Genan joined 24 other Danish companies in signing a Power Purchase Agreement (PPA) with energy supplier Reel to purchase electricity from a new solar park in Mesballe, Djursland. The solar park will produce 14 million kWh annually, equivalent to the electricity consumption of more than 3,100 Danish households. The PPA secures renewable energy supply for Genan's high energy consumption operations.
• BIRN (Holstebro, iron foundry)minorStrategic or Co-development Partner · 1 January 2023BIRN is an iron foundry that uses Genan's recycled steel from end-of-life tyres as a raw material input. Cast iron can be reused infinitely, and combining it with recycled steel from ELT creates sustainable products. BIRN's case study demonstrates the circular potential of steel recovered from tyres through Genan's process.
• NORS, S.A. (Portuguese parent of Biosafe)minorOthers · 1 January 2019Genan Holding A/S signed a binding agreement with NORS, S.A. to acquire NORS' subsidiary Biosafe – Indústria de Reciclagens, S.A., which operated Portugal's largest tyre recycling plant. The acquisition strengthened Genan's position in Southern Europe.
• UN Global CompactcoreStrategic or Co-development PartnerGenan is a participating company committed to the ten principles of the UN Global Compact covering human rights, labour rights, environment, and anti-corruption. Genan contributes to the 17 UN Sustainable Development Goals (SDGs), particularly SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action).
• FN17 BusinessminorStrategic or Co-development PartnerBased in Viborg, FN17 Business helps companies work actively with the UN's 17 Sustainable Development Goals. Genan is part of a growing network connecting local responsibility with global impact through dialogue, knowledge sharing, and collective action.
• NEW LIFE InitiativecoreStrategic or Co-development PartnerNEW LIFE brings together companies and associations with a shared goal of promoting the use of recycled materials from end-of-life tyres (ELT) in high-quality, long-lasting products. Genan fully supports this mission and works with NEW LIFE to spread awareness about ELT recycling benefits.
• AZuR Network (Allianz für Sekundär-Rohstoffe)coreStrategic or Co-development PartnerAZuR is an innovation-driven forum focused exclusively on recycling of end-of-life tyres. The network includes a wide range of companies from recyclers to researchers and product developers. As a partner, Genan contributes to the goal of establishing recycled rubber, steel, and textiles as valuable raw materials and finding new markets and applications for them.
• EuRIC (European Recycling Industries' Confederation)coreStrategic or Co-development PartnerEuRIC represents the interests of Europe's recycling industry across most waste streams including tyres, connecting national associations and companies from over 23 countries. As an active partner, Genan participates in EuRIC's work to promote circular economy principles at EU level, contributing to policy discussions and the Circular Economy Action Plan (CEAP).

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Liberty Tire Recycling: Identified alongside Genan as a key global player in tire recycling. Operates one of North America's largest tire recycling networks producing crumb rubber and related products for industrial and sports applications.
• Davis Rubber Company: Named alongside Genan as a key global tire recycling player. Produces crumb rubber and tire-derived products for industrial customers, with a focus on the North American market.
• Lehigh Technologies: Specializes in micronised rubber powder produced from end-of-life tires, directly competing with Genan's cryogenic micronised powder line for use in tires, coatings, and industrial rubber goods.

Emerging players

• Scandinavian Enviro Systems (Enviro): Swedish pyrolysis company that processes end-of-life tires into recovered carbon black, oil, and gas — competing for the same ELT feedstock and supplying complementary circular inputs to tire manufacturers.
• Contec SA: Polish pyrolysis technology provider for end-of-life tire recycling. Competes for the tire-to-tire circular feedstock opportunity and targets the same downstream tire and rubber goods manufacturers as Genan.

Broad incumbents

• Rumpke Consolidated Companies: Large US waste and recycling company that handles tires among other waste streams. Provides a broader incumbent comparison as a vertically integrated waste services player with tire recycling capability.
• Bridgestone (Tire Recycling Programs): Global tire manufacturer investing in tire recycling and recycled-content tires. Represents both a potential large-volume customer for Genan materials and an emerging vertical competitor.
• Continental (Tire Recycling Initiatives): Major tire manufacturer with sustainability programs targeting closed-loop tire-to-tire recycling. Comparable as a downstream customer and potential in-house competitor for ELT-derived rubber inputs.

Regional players

• Trierenberg Group: Austrian rubber and tire recycling group operating across Central Europe. Comparable to Genan in tire-derived rubber granulate and powder production for industrial and sports surface markets.
• Joma International AS: Norwegian tire recycling company producing rubber granulates and powder from end-of-life tires. Operates primarily in the Nordic region, overlapping with part of Genan's Nordic/Baltic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@GenanTyreRecycling
• LinkedInlinkedin.com/company/genan-tyre-recycling

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Genan