Our Story

Video courtesy of Carroll University: 2023 Distinguished Alumni Awards

It all started on Wall Street.

Years ago, a young investment banker named Michael Martin was working on Wall Street when the Exxon Valdez oil disaster occurred. He saw the devastating effects that unchecked capitalism could have on the planet—but he also knew it could be a powerful tool for solving sustainability problems.

So he set out to use the power of capitalism to create positive change in the world, helping everyone from rock stars to Fortune 500 corporations to global leaders address the world’s most pressing environmental challenges.

Michael Martin (on the right) has worked closely with artists like Paul McCartney, shown here with his wife Linda, to help achieve measurable impacts on critical sustainability issues across the globe. Tom Sellars, r.World’s board chair is on the left.

Michael is a sought-after speaker and global expert on sustainability, consulting for brands like Apple, Toyota, P&G, and Target. He’s also worked with The White House on sustainability initiatives for multiple administrations.

Leading the way to save the planet.

Since 1990, Michael Martin has been a pioneering impact entrepreneur, introducing and leading sustainability efforts in the music industry, with Billboard magazine naming him the “Guru of Live Event Greening”.

Starting In 1990, he became the Executive Producer of the nationally broadcast Earth Day stadium concerts that helped to relaunch Earth Day, which is now the world’s largest secular event.

Later he launched the EnviroRider™ and EnviroTour™ to bring environmental initiatives like recycling, composting, eco-villages, green tour managers, venue greening advancing, carpool promotions, and tour offsets to the music industry.

He’s been the sustainability advisor to dozens of artists, including U2, Dave Matthews Band, and Jack Johnson, as well as music industry leaders like Live Nation and AEG.

Michael Martin was the Executive Producer of the 500,000-person 1995 Earth Day rally held in Washington D.C. He’s shown here (on the right) with Tom Sellars, his longtime business partner and friend, and r.World’s co-founder and board chair.

Creating r.World: A solution that can actually scale.

In 2017, Michael brought together his decades of music industry experience to launch the reuse economy in the U.S. with U2’s Joshua Tree Tour, where r.Cups were introduced.

The reusable r.Cup and r.Ware system, which is now called r.World, is the nation’s #1 reuse platform. Our team is leading the reuse movement in North America with support from artists, venues, concessionaires, sports leagues, the White House, NGOs, industry giants AEG, ASM, NIVA, and, hopefully, you!

All of us at r.World share the same vision—to build the national infrastructure, platform, and movement for the reuse economy, to end single-use addiction, and to create a more sustainable future.

We’re here to do the most good in every way. We hope you join us!

Our Team

Michael Martin

CEO & Founder

“There's nothing I care about more than creating innovative solutions to protect the health of our planet and people. I’m passionate about disrupting the broken systems that are causing harm by leveraging the power of grassroots organizing, advanced marketing strategies, and sophisticated business practices to bring about true sustainable change and impact.”

Craig Swanson

President

“I’ve spent my career leading mission-driven companies, but I’ve never been more passionate to drive positive change than with r.World. We’re making reuse easy, scalable, and achievable for everyone. And we’re just getting started.”

Tina Swanson

Chief Revenue Officer

“After helping restaurants and venues improve their operations for more than a decade, I know how important it is that solutions work in back-of-house as well as for guests. I love r.World because it’s zero hassle for operators—and it’s keeping single-use trash out of the waste stream.”

Angie Swatfager

Chief Financial Officer

“I’m passionate about creating new systems for positive change. As part of the early team that expanded MinuteClinic nationally, I helped make healthcare a lot more accessible for many Americans. And now I’m excited to help scale up r.World from coast to coast. We're making a huge difference on behalf of the planet.”

Tim Webert

Chief Operating Officer

“Wherever there’s an unmet need, I’m wired to find a solution—and sustainable solutions are the most important need of our generation. I’m known as a builder of new products, markets, and businesses, and I’m excited to apply those skills at r.World.”

Our Board

Michael Martin

CEO & Founder

Founder of r.World, Effect Partners, and Plantega. Board Member at MIT Environmental Solutions Initiative and People’s Organic Cafe. Former executive director of Concerts for the Environment. Co-Creator of the Music Sustainability Association.

Tom Sellars

Board Chair and Co-Founder

Chairman & CEO of Sellars Absorbent Materials, Inc. Former Managing Director of Piper Jaffray. Co-Founder and Chair of Concerts for the Environment. Former Trustee at Carroll University.

Brian Yost

COO of the Las Vegas Convention & Visitors Authority. Former head of food and beverage for Live Nation, Disney, and Marriott.

Kari Niedfeldt-Thomas

Managing Director of Chief Executives for Corporate Purpose. ESG expert. Mayor of New Brighton, MN

Allison Gage

Proven serial entrepreneur, executive, and investor. Former Chief Engagement Officer at mPulse Mobile. President of Sophia Learning.

Daniel Yarano

Entrepreneur and investor in renewable energy and sustainability. Attorney and partner at Fredrikson & Byron, P.A. Chair of Land, Energy and Regulatory practices.

Mark Addicks

Retired CMO for General Mills. Professor of Marketing Innovation at University of St. Thomas. CEO of Firefly Hospitality. Former CEO/Partner of Manova Global Health Summit.