After nearly four decades at the sharp end of tyre sales and distribution, few people understand the UK tyre industry quite like Brett Emerson. Having held senior roles at Bridgestone and Hankook, he's built his reputation on service, strategy and significant sales successes.
When Tyre News Media first reported Brett's move to BIG ATOM back in July 2025, the industry took notice. Now, several months into his role as Business Consultant at the Ellesmere-based recycler, he's applying his wealth of experience to a very different side of the sector, one he admits is often overlooked by manufacturers and wholesalers alike.
After settling into life at BIG ATOM, Brett told us there's no reason why the company can't be one of the industry's defining success stories in 2026 and beyond.
"Sales and marketing teams at tyre manufacturers don't often think about a recycling strategy, but they should - not least because it can benefit their customers so much," Brett said. "Our digital voucher system allows wholesalers and manufacturers to promote their products while offering the add-on of a tyre recovery programme that genuinely supports a circular economy. It's a fantastic added-value proposition."
BIG ATOM's digital voucher system is already being trialled by two tyre manufacturers in a solution Brett describes as a "no-brainer." Each voucher funds, tracks, and verifies a tyre's journey from removal to recycling, a concept that will account for more than one million tyres by the end of the year.
Brett added: "The scheme tackles one of the industry's biggest blind spots: the lack of transparency around what happens to waste rubber once it leaves a workshop. For years, that question has lacked a clear answer. BIG ATOM's model provides it, by logging every tyre's movement, destination and recycling outcome to create full traceability.
"My first impression of BIG ATOM is that it's an incredibly sales and service-focused business, driven by passionate people who genuinely care," Brett continued. "The traceability of each casing gives customers peace of mind, and the strategic approach is setting new standards for compliance and sustainability."
That compliance element is no small detail. BIG ATOM is already ahead of new government regulations, including DEFRA's Digital Waste Tracking requirements, which will make the digital recording of tyre waste mandatory from October 2026. While much of the industry has yet to react, BIG ATOM's fully compliant, API-first system is already operational, offering what the business calls 'plug-and-play compliance' for its partners.
The company's infrastructure also aligns with Enhanced Export Checks introduced by the Environment Agency, requiring tougher verification and documentation for all exported tyres. BIG ATOM's digital platform has tracked every casing with timestamped photos, verified paperwork, and endpoint documentation for over a year.
"It's rare to see a company this far ahead of the curve," Brett said. "Everybody talks about circularity and sustainability, but BIG ATOM is actually delivering it. We're futureproofing businesses by making it simple, transparent and compliant."
Beyond vouchers and traceability, BIG ATOM is also building the digital and logistical infrastructure to power large-scale, responsible recycling, paving the way for sustainable technologies like pyrolysis, which can recover valuable products such as oil, carbon black and steel from end-of-life tyres.
With six collection firms, five processors and two major tyre manufacturers already engaged, BIG ATOM is creating a scalable, national system that could soon be exported to Europe.
"There's a real duty of care to dispose of tyres responsibly," Brett concludes. "BIG ATOM gives the industry the tools to do the right thing and to prove it. We're in a very strong position to be major movers in 2026 and beyond."
For more information, visit BIG ATOM at https://www.bigatom.co/
Tagged with: digital waste tracking, tyre recycling, end-of-life tyres, DEFRA compliance, digital vouchers, traceability, Environment Agency checks, circular economy, recovered carbon black, pyrolysis, tyre recovery, UK tyre industry
Disclaimer: This content may include forward-looking statements. Views expressed are not verified or endorsed by Tyre News Media.
Sign up for our weekly briefing on key developments across the sector.
