Forget the hype. Let’s talk real rental profitability.

In this episode of the ReCommerce Podcast, host Karri Hiekkanen talks with Tuomo Laine, CEO and Co-founder of TWICE Commerce, about how to build a profitable equipment rental business from the ground up. Based on Tuomo’s internal memo (link below), they unpack the actual unit economics of rentals and explain why, in many cases, renting beats selling.

This episode covers:

- When rental businesses outperform resale

- How to calculate net profit per rented unit

- What drives asset turnover and depreciation

- How operational costs and maintenance impact margin

- Pricing strategies that go beyond just daily rates

- Why simplicity wins in rental pricing

- How to automate and scale operations without losing control

Whether you're just starting out or scaling a large circular operation, this conversation gives you a practical playbook for making rentals work.

Related memo: "The Unit Economics of Rental: When Does It Beat Selling?"

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