We discuss parameterizations of black-hole spacetimes in and beyond General Relativity in view of their symmetry constraints: within the class of axisymmetric, stationary spacetimes, we propose a parameterization that includes non-circular spacetimes, both in Boyer-Lindquist as well as in horizon-penetrating coordinates. We show how existing parameterizations, which make additional symmetry assumptions (first, circularity; second, a hidden constant of motion), are included in the new parameterization. Further, we explain why horizon-penetrating coordinates may be more suitable to parameterize non-circular deviations from the Kerr geometry. Our investigation is motivated by our result that the regular, spinning black-hole spacetimes proposed in [1, 2] are non-circular. This particular deviation from circularity can result in cusps, a dent and an asymmetry in the photon rings surrounding the black-hole shadow. Finally, we explore a new class of non-circular deviations from Kerr black holes, which promote the spin parameter to a function, and find indications that regularity cannot be achieved in this setting. This result strengthens the case for regular black holes based on a promotion of the mass parameter to a function.