Circular Innovation: Jeremy Zuker of Scoop Commute On The Role of Zero Waste and Efficiency in Shaping Future Businesses
An Interview with Martita Mestey
Leadership Buy-In — To successfully adopt circular economy principles like carpooling — businesses need leadership buy-in to educate employees on its benefits, along with offering incentives like preferred parking or commuting subsidies. Clear communication and ongoing support are key to long-term success.
As businesses face growing pressure to address environmental concerns, the principles of circular innovation have become increasingly vital. By focusing on zero waste and efficiency, companies can not only reduce their ecological footprint but also unlock new opportunities for growth, resilience, and profitability. How can businesses successfully incorporate these strategies to shape a sustainable future? In this interview series, we are talking with industry leaders, sustainability experts, innovators, and entrepreneurs about “Circular Innovation: The Role of Zero Waste and Efficiency in Shaping Future Businesses.” As a part of this series, I had the pleasure of interviewing Jeremy Zuker, CEO at Scoop Commute.
Jeremy Zuker is the CEO of Scoop Commute, a tech company transforming carpooling with over $100M in investment since the app launched. Previously, he co-founded WhereiPark, a marketplace for monetizing unused parking, which was acquired by Spacer Technologies in 2022. Earlier, Zuker founded WagJag, a daily deals platform that grew to 3M subscribers before its sale to Torstar Corporation. With a track record of building scalable marketplaces, he brings his expertise in technology and partnerships to redefine modern commuting.
Thank you so much for doing this with us! Our readers would love to get to know you a bit better. How did you become involved in the circular economy and zero waste initiatives? Can you share your professional background and how it prepared you to innovate in this space?
In July 2024, I became CEO of Scoop Commute, a tech company focused on connecting commuters through reliable carpools, with over $100M in investment since launch.
Before this, I co-founded WhereiPark in Toronto, acquired by Spacer Technologies in 2022. The digital marketplace helps asset owners monetize unused parking spaces by connecting them with renters. We initially focused on B2C, then expanded to B2B partnerships with industries like construction, rental cars, and real estate, creating a more robust marketplace.
Earlier, I founded WagJag, a daily deals platform that grew to 3M subscribers across Canada. This business was sold to Torstar Corporation in 2009.
These skills have directly influenced how I approach innovation at Scoop Commute, enabling us to redefine carpooling as a smarter, more reliable solution for modern commuting. By drawing on my experience building scalable marketplaces and bridging B2C and B2B needs, I’ve introduced strategies that enhance user experience, drive corporate partnerships, and harness technology to make carpooling more accessible and efficient.
What drives your commitment to promoting efficiency and zero waste in business?
We believe businesses thrive when resources are used wisely, whether that’s time, money, or environmental impact. Our platform helps companies optimize employee commutes by reducing empty car seats, cutting unnecessary trips, and eliminating the inefficiencies of traditional transport options like shuttle buses. The result? A streamlined, cost-effective, and eco-conscious way to get to work — one that strengthens workplace connections and makes commuting something employees actually enjoy.
How does your organization incorporate the principles of the circular economy into its business model?
With many employers now mandating their employees return to the office five days a week, — Scoop Commute helps to reduce single-occupancy vehicles and congestion on the roads which makes for happier employee commutes. Companies offer Scoop Commute as an employee benefit. Principles include:
Vehicle Optimization — Carpooling maximizes vehicle efficiency and helps reduce commute times. Drivers benefit from toll discounts when traveling with at least one passenger and gain access to carpool or express lanes when riding with two or more passengers.
Financial Wellbeing: Carpooling helps both drivers and riders save money. Drivers can offset the costs of commuting in their cars, while riders reduce the need to own a vehicle — or multiple cars — leading to significant savings which can boost financial wellbeing.
Reduced Congestion — For both riders and drivers, carpooling reduces the number of single-occupancy vehicles on the road, easing traffic congestion and cutting commute-related stress for employers.
Can you provide an example of how zero waste practices have improved your business operations or profitability?
One way Scoop Commute supports zero-waste practices is by reducing the need for excess parking infrastructure. By increasing carpooling rates, businesses see a direct drop in demand for parking spaces, helping them avoid the significant costs of building, maintaining, or expanding parking facilities — resources that would otherwise go underutilized.
Beyond parking, carpooling also minimizes wasted fuel and empty seats in cars that would be on the road anyway, so carpooling cuts both financial and environmental inefficiencies. The benefits extend to workforce operations as well — partners report higher employee retention and engagement, leading to lower recruitment and training costs. In locations with large workforces, where congestion and parking shortages create operational challenges, carpooling has had a measurable impact on efficiency and employee satisfaction.
What role does innovation play in advancing zero waste initiatives, and how do you foster that innovation within your company?
We foster innovation by continuously refining our platform — whether it’s through predictive ride-matching, automated ride-matching, or integrations that make carpooling seamless. By making shared commuting the easiest choice, we help businesses and employees move away from wasteful habits and toward more efficient, cost-effective alternatives.
What are the key challenges to implementing circular economy principles in mainstream business models, and how do you address them?
One of the biggest challenges in implementing circular economy principles in mainstream business models like carpooling is shifting ingrained behaviors — especially in industries like transportation, where solo commuting is deeply embedded.
Many businesses and employees default to traditional commuting options, even when more efficient, shared alternatives exist.
We’re focused on expanding Scoop Commute by targeting areas with the most significant commuting challenges, and accelerating its impact through activities like events to educate businesses on how Scoop Commute can work as an employee benefit.
How do you see circular economy and zero waste practices evolving in the future, and what role do you want your organization to play?
Carpooling is an essential component of the circular economy in transportation, enabling the efficient use of existing resources — vehicles and infrastructure — while reducing congestion, emissions, and waste. As the carpooling market grows from USD 12.76 billion in 2025 to USD 30.43 billion by 2034, we see an opportunity to drive zero-waste practices by optimizing ride-sharing, reducing empty seats, and lowering single-occupancy vehicle trips.
We aim to continue pushing the boundaries of what’s possible with features that allow businesses and individuals to track employee satisfaction and environmental impact in real-time.
What are your “5 Things A Business Needs In Order To Successfully Adopt Zero Waste And Circular Economy Principles”? If you can, please share a story or example for each.
1. Leadership Buy-In
To successfully adopt circular economy principles like carpooling — businesses need leadership buy-in to educate employees on its benefits, along with offering incentives like preferred parking or commuting subsidies. Clear communication and ongoing support are key to long-term success.
2. A Long-Term Strategy to get an ROI
By investing in a long-term strategy like carpooling, companies can cut parking costs, ease congestion, and improve employee satisfaction and retention. Allocating resources from HR, transportation, or facilities for incentives and program management ensures adoption, driving ROI through lower commuting costs and a more engaged workforce.
3. Critical Mass of Participants Ensures Sufficient Matching
For a business to successfully adopt carpooling principles, achieving a critical mass of participants is essential. Without a sufficient number of employees opting in, the chances of matching viable carpool partners decrease.
4. Optimizing Carpools in Areas with Limited Transportation Options
Carpooling is particularly beneficial for employees in areas with limited transportation options. In these areas, public transit may not be as reliable or accessible, making carpooling a more convenient and cost-effective alternative.
5. Prioritizing Employee Well-being
By reducing commute stress, saving time, and fostering social connections, our platform helps improve overall well-being. Happier, less-stressed commuters are more engaged, productive, and satisfied both at work and beyond.
Who or what has been the biggest inspiration in your pursuit of creating a more sustainable, circular business model?
My biggest inspiration comes from seeing the positive impact carpooling has on making commutes more enjoyable. Many carpoolers say that the best part of carpooling is the networking opportunities and the friendships it creates in a relaxed, informal setting. It can also help to combat loneliness and isolation along the way.
If you could implement one big change across industries to accelerate the adoption of the circular economy, what would it be and why?
If I could implement one major change across industries to accelerate the adoption of the circular economy, it would be to experience the clear ROI firsthand. With carpooling — many companies run shuttle services that are only 50% utilized, which means they’re not maximizing their investment. Carpooling not only reduces these costs but also offers greater flexibility — employees can be picked up and dropped off at their homes, enhancing convenience while maximizing the return on investment.
How can our readers further follow your work or your company online?
Visit: www.scoopcommute.com
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
Circular Innovation: Jeremy Zuker of Scoop Commute On The Role of Zero Waste and Efficiency in… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.