Create it REAL
Local circular 3D production creates global business potential
A business model that turns the supply chain on its head
Create it REAL has developed a circular business model for individually customised orthopaedic insoles, where used insoles can be returned, broken down and recycled into new ones. This enables local, scalable production with less waste and a strongly differentiated, sustainable product globally. The case shows how additive manufacturing enables local, flexible and circular production with both economic and environmental gains.
The case – overview and context
‘These shoes are made for walking’ is very much true when Create it REAL rethinks the production of orthopaedic insoles using additive manufacturing. Instead of continuing with traditional, centralised manufacturing, the company has created a model in which insoles are designed, printed and fitted locally—often within a few hours—and form part of a deposit-scheme-driven circular supply chain.
The business model is a strategic asset in itself: Customers pay a deposit that is refunded upon return, encouraging circular behaviour and creating a loyalty-driven market. At the same time, decentralised production supports local businesses, reduces transport and inventory costs, and differentiates the company in a market characterised by standardised products.
This approach shows how advanced manufacturing technology can serve as the foundation for new business models that are strong in sustainability, customer experience, differentiation and long-term competitiveness.
Results from programmes with Dansk AM Hub
- Local production closer to the customer
- Low inventory tie-up
- Deposit scheme creates loyal customers
- 80% recycling across the life cycle
Value and impact for the company
Dansk AM Hub played a central role in maturing both the technology, the business model and the market perspective in Create it REAL’s circular solution. Our contribution was primarily to ensure that the entire value chain—from design and production to recycling and customer incentives—was commercially coherent.
Through sparring and strategic clarification, we helped translate circular principles into a scalable business model, where local production, a deposit scheme and a decentralised supply chain became competitive parameters rather than complexity. The focus was always on how the solution could differentiate the company in the market, build customer loyalty, and reduce both waste and capital tie-up.
Dansk AM Hub thus served as the link between technology, sustainability and business—and as a catalyst for taking an ambitious idea from concept to a commercially viable model.
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From challenge to advantage
Mass production and individual customisation have long been opposites. At the core of the concept is a 3D printer and printer management software, optimised to produce customised, functional insoles with minimal resource use. The customer’s foot is scanned, and the insole is printed precisely to their needs, meaning no excess waste and more accurate function. After use, the insole is returned for recycling, where up to 80% of the material is used in the production of the next generation of insoles.
This changes the business logic from mass production to on-demand production—with lower inventory tie-up, faster delivery and better fit for the individual. Dansk AM Hub helped mature the solution and ensure that both the technology and the business model were aligned.
“Sustainability is an important argument in our business model,” explains Jeremie Pierre Gay, Founding Director at Create it REAL, who is behind both the technology, the material and the circular business model:
“First, we use only exactly the material needed for production, whereas previously there was considerably more waste. Second, we have focused on recycling the materials and motivate customers to do so through our recyclable business model. And third, we can avoid long supply chains because our solution is decentralised.”
About the company
Create it REAL
Aalborg, North Jutland
Number of employees: 11–50
Create it REAL develops advanced 3D printer solutions, including software (REALvision), electronics and controllers. The company focuses on making 3D printing accessible, especially within orthopaedics (insoles, braces).
Learning and insights
The case shows how the business model itself can be the strongest competitive parameter. By combining local production, circularity and individual customisation, Create it REAL challenges a fundamental assumption that scale requires centralisation and mass production.
The case shows that circular principles do not have to be a cost, but can create loyalty, differentiation and a more resilient business in a market characterised by standardisation. Sustainability only becomes business-critical when it is embedded throughout the entire value chain—from design to delivery and recycling.
“First, we use only exactly the material needed for production, whereas previously there was considerably more waste. Second, we have focused on recycling the materials and motivate customers to do so through our recyclable business model. And third, we can avoid long supply chains because our solution is decentralised.”
Jeremie Pierre Gay
Founding Director, Create it REAL
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