About Green Cycles

A carbon-aware GPU marketplace from the people behind Europe’s longest-running green hosting company.

Our Story

Green Cycles is a division of Sustainable Hosting, a Belgian company founded in 2006. For two decades, we’ve been operating web infrastructure with a commitment to social responsibility and environmental sustainability — long before “green IT” was a buzzword.

In 2024, watching the AI revolution consume energy at an unprecedented rate, we asked: what if the same carbon-aware principles we apply to web hosting could be applied to GPU compute?

The answer is Green Cycles — a marketplace that doesn’t just offset emissions after the fact, but actively avoids them by routing AI workloads to the greenest available compute in real time.

Why Now?

Three trends are converging to create this opportunity:

AI’s Energy Crisis

Global AI compute demand is doubling every 6 months. Data centres are projected to consume 3-4% of global electricity by 2030. Without intervention, AI’s carbon footprint will rival that of aviation.

The Inference Shift

Training gets the headlines, but inference — running trained models — accounts for 65% of AI emissions and is growing faster. Unlike training, inference workloads are flexible: they can be shifted in time and space without affecting quality.

EU Regulation

The EU AI Act requires transparency and environmental reporting for AI systems. Companies will need verifiable carbon data for their AI operations. Green Cycles provides this by design.

Founded by

Richard Allen Williams — founder and operator of Sustainable Hosting since 2006. Twenty years of experience building and running internet infrastructure with a focus on sustainability, open-source software, and doing more with less. Based in Antwerp, Belgium.

Mission

To make carbon-aware computing the default for AI — proving that sustainability and performance are not trade-offs but partners.

Vision

A world where every GPU cycle is accounted for, carbon is priced into compute, and sustainable providers are rewarded by the market — not punished by it.