Big Atom claims to be shedding light on the automotive industry’s ‘murkiest issue’, after creating a unique new system that details what really happens to old tyres once they’re removed from vehicles

Questions around where waste rubber goes after being replaced, who takes responsibility and how the material is recycled have long lacked clear answers according to BIG ATOM, who are promising to provide clarity.

The Ellesmere-based business has developed a digital voucher system which could set a new benchmark for the sector, designed to fund, track, and verify each tyre’s journey from removal to endpoint

It works like a gift card for recycling, where one voucher covers the collection and processing of a single tyre, with every step logged and traceable. It’s predicted that 1 million vouchers will have been sold by the end of the year, in a scheme that is appealing to tyre manufacturers, wholesalers and retailers alike.

Alex Guslisty, BIG ATOM’s founder, explains; “For too long, anecdotes have replaced real evidence when it comes to tyre recycling. Our voucher model takes the guesswork out of what we think is the industry’s murkiest issue. It brings clarity to garages and manufacturers alike, detailing when and where each tyre is recycled.”

The voucher scheme is gathering momentum, with businesses seeing the benefit of a simplified, transparent disposal system. Early adopters such as Tyre Spot have praised its efficiency, while collection and processing partners are welcoming the steady, verified supply of material it provides.

But the company’s ambition stretches far beyond vouchers. BIG ATOM is already building the digital infrastructure needed to create a traceable, investable and scalable system for the UK. By aggregating tyre volumes nationally and linking every stage with digital signatures, it ensures consistency and accountability, giving investors confidence to back new technologies such as pyrolysis.

Pyrolysis, a process that recovers valuable products such as oil, carbon black and steel from end-of-life tyres, has been touted as a game-changer for sustainability. But as Guslisty notes, it needs reliable domestic feedstock to succeed; “Pyrolysis tech works. That’s not the hurdle anymore. The gap is commercial, with companies getting the technology right but then stalling because the ecosystem is immature. Without organised feedstock, predictable logistics and bankable offtake, you can’t scale reliably. Our voucher system and contracting fix that by securing volumes and traceability so advanced recovery can finally scale.”

BIG ATOM’s forward-thinking approach is also helping it stay well ahead of new legislation.

On Digital Waste Tracking (DEFRA), the Government is mandating from October 2026 that all tyre waste must be digitally tracked and recorded. While most of the industry has yet to act, BIG ATOM has already built a fully compliant, API-first platform.

Guslisty adds; “Right now, nobody in the waste tyre sector is getting compliant or acting, but BIG ATOM is already there. We’ve created a digital representation of what is happening in the real world, because innovation is part of our DNA. By being ahead of the curve, we can give our partners confidence that they will be compliant when these rules come into force.”

Similarly, on Enhanced Export Checks introduced by the Environment Agency after a BBC investigation, BIG ATOM’s infrastructure is already set up to cope. The new rules mean tougher admin and scrutiny for exporters, with all waste tyres needing verified paperwork and destinations. BIG ATOM’s system already tracks every tyre’s journey (with photos, documentation, and verified endpoints) for over a year, including exported material.

Guslisty said: “The EA is making these changes but whether or not they work is secondary to us, because we’re already doing it! Our platform offers plug-and-play compliance for customers and partners. We liaise with DEFRA to keep them updated, because we want BIG ATOM to be seen as pioneers. We’re proud of what we’re doing, and we know we’re leading the industry forward.”

Building a system for the future

BIG ATOM’s platform is open to permitted recyclers across the UK and aims to create a shared ecosystem that raises standards and reduces the reliance on opaque, unregulated routes. With six collection firms and five processors already on board, the company has built national reach and aims to scale rapidly over the next three to five years.

Guslisty concludes; “We don’t see ourselves as just a processing plant; we’re creating the infrastructure for systemic change. By combining digital transparency with responsible recovery, we’re replacing grey areas with clear data and building a model that can be exported worldwide.

“Ultimately, we see BIG ATOM as being more than a solution. We want to be a bridge to the future we envision – a world where recovering resources from waste is more efficient than extracting them from the earth. That’s our long-term goal, and our digital voucher system is one step towards it.”