An Unsustainable Cycle

When digital replaced analog it opened the door to broader access and new opportunity.

For many of us, it was an exciting time. The tools became more available, and the dream of working on high-end productions felt closer than ever.

But over time, that openness turned into saturation. What started as a focused industry became crowded. The market shifted from serving hundreds of rental houses to thousands of buyers.

The result? A landscape where margins are thin, gear loses value too quickly, and the risk is almost entirely on the rental house.

While we all recognize that technology drives change, this isn’t just about innovation or the rise of the creator economy. There is simply too much gear in circulation for the economics to remain sustainable.

Rental houses can’t be expected to shoulder millions in investment without a clear path to return.

We can’t reverse what’s already out there. 
But we can influence what comes next.