Alloy Wheel Repair Specialists

What Alloy Wheel Repair Specialists does

Alloy Wheel Repair Specialists (AWRS), founded in 2001 and headquartered in Norcross, Georgia, operates as a private franchise and corporate-owned network providing alloy wheel repair, remanufacturing, refinishing, custom coloring, and OEM replacement services across more than 120 locations in the United States with additional coverage in Canada. Operating under the legal entity Alloy Wheel HoldCo, LLC and led by CEO Rob Wheeley, the company serves individual vehicle owners, automotive dealerships, collision repair centers, tire stores, auto auctions, car rental agencies, and warranty administrators including Discount Tire and SilverRock.

AWRS's technical foundation is built on specialized welding, CNC machining, powder coating, and proprietary painting processes, including two registered patents covering wheel straightening methodology and paint adhesion technology. Repair processes have been independently tested and certified to OEM performance criteria for radial and cornering fatigue, side impact, and paint adhesion standards. Services are delivered through both fixed-location retail shops and self-powered, climate-controlled Mobile Reconditioning Facilities (MRFs) that bring on-site repair capabilities to commercial customer sites. The company also distributes OEM replacement wheels through awrswheels.com, eBay, and Amazon storefronts, and sells mobile repair trailers, box trucks, and wheel repair equipment to industry buyers.

Revenue is generated across five streams: one-time wheel repair services (refinishing, straightening, curb rash repair, cracked wheel repair, remanufacturing), custom painting and powder coating, OEM wheel hardware sales, wholesale B2B mobile services for commercial accounts, and franchise operations. Pricing is quote-based with no published list rates, and all work carries a lifetime workmanship warranty. GTM is hybrid: direct-to-consumer through the shop and e-commerce network, enterprise field sales with dedicated mobile technicians for dealerships, collision shops, tire stores, and auctions, and channel partnerships with warranty providers and tire retailers for claim-based demand.

Name

Alloy Wheel Repair Specialists

Legal name

Alloy Wheel HoldCo, LLC

Website

https://awrswheelrepair.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

Alloy Wheel Repair Specialists operates 120+ franchise and corporate locations across the US and Canada, providing alloy wheel repair, remanufacturing, refinishing, custom coloring, and OEM replacements to individual vehicle owners, automotive dealerships, collision centers, tire stores, auto auctions, and warranty providers.

Ownership category

akta.pro rank

Product category

Automotive Wheel Repair Services

NAICS

General Automotive Repair (811111), Automotive Repair and Maintenance (8111), Specialized Automotive Repair (811114)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

General Automotive Repair & Maintenance (TLAKAAAA)

akta.pro secondary industries

Wheel & Rim Repair/Refurbishment (TLAKADAG), Collision Repair, Bodywork & Paint (Light-Duty) (TLAKAAAK)

Keywords

• Alloy wheel repair
• Wheel refinishing services
• Wheel remanufacturing
• Mobile wheel repair
• OEM wheel replacement

Headquarters

HQ city

Norcross

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Wheel Repair Services: One-time repair services including wheel refinishing, wheel straightening, curb rash repair, cracked wheel repair, and wheel remanufacturing. Core service revenue with majority of repairs completed in 24 hours or less.
2. Custom Wheel Coloring: Custom painting and powder coating services for wheel customization and color changes. Provides aesthetic upgrades and protective coatings.
3. OEM Wheel Sales: Sale of new and remanufactured OEM replacement wheels when repairs are not possible. Sold through e-commerce and at retail locations.
4. Wholesale B2B Services: On-site mobile wheel repair services for auto dealerships, collision shops, tire stores, and auto auctions. Provides dedicated technicians and mobile units for high-volume commercial customers.
5. Franchise Operations: Franchise model where franchisees operate wheel repair locations using AWRS brand, processes, and equipment.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Alloy Wheel Repair Specialists (AWRS) provides alloy wheel repair, refinishing, remanufacturing, and custom coloring services through more than 120 retail and franchise locations across the United States. The company also offers OEM wheel replacements and deploys self-powered Mobile Reconditioning Facility (MRF) units that perform on-site wheel repair at automotive dealerships, collision shops, tire stores, and auto auctions.

Product overview

Alloy Wheel Repair Specialists operates as a franchise and corporate-owned network offering comprehensive alloy wheel repair, remanufacturing, and customization services across over 120 locations in the United States. The core service portfolio includes wheel refinishing, wheel remanufacturing, curb rash repair, wheel straightening, cracked wheel repair, and OEM wheel replacement. These are complemented by custom finishing services including wheel powder coating and custom wheel painting. The company delivers services through both fixed-location shops and Mobile Reconditioning Facilities (MRF), providing on-site repair capabilities for automotive dealerships, collision shops, tire stores, and auto auctions. A lifetime workmanship warranty backs all repairs, and the company also sells related equipment and supplies through its online catalog portal.

Differentiator

Problem solved

Functional benefit

Products and services

• Wheel Refinishing Professional restoration service that removes chips, cracks, scuffs, and surface damage from alloy wheels using OEM-approved paint and color-matching technology, finished with clear coating. Targeted at vehicle owners and commercial automotive partners.
• Wheel Remanufacturing Comprehensive repair service for severely damaged wheels including structural welding, CNC machining, and precision finishing for cracks, bends, and missing metal. Targeted at vehicle owners with severe wheel damage and commercial automotive partners.
• Wheel Straightening Patented repair process that applies pressure to bend regions to restore bent and buckled wheels to factory specifications, eliminating vibrations and alignment issues. Targeted at vehicle owners with bent wheels and commercial automotive partners.
• Curb Rash Repair Cosmetic repair service that removes scrapes, scuffs, and curb damage from alloy wheel edges, restoring original appearance through sanding and refinishing. Targeted at vehicle owners with cosmetic wheel damage.
• Cracked Wheel Repair

Quantifiable outcome

• Most wheel repairs completed within 24 hours
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Discount TirecoreChannel Partner/ Reseller/ DistributorNational partnership where AWRS provides wheel repair services for Discount Tire customers. Customers can submit wheel repair requests through AWRS website with DT store information and PO numbers.
• SilverRockcoreChannel Partner/ Reseller/ DistributorExtended warranty provider partnership where AWRS processes wheel repair claims for SilverRock contract holders. Services include cosmetic repairs, straightening, and combination repairs for authorized vehicles.
• Insurance CompaniescoreChannel Partner/ Reseller/ DistributorPartnership with insurance providers for claim processing and billing. AWRS provides one-call solution with centralized dispatch, account specialists tracking claims to completion, and dedicated technicians for high-volume locations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• MAACO: Largest US franchised auto paint and refinishing chain with 500+ locations. While focused on body paint rather than wheels, MAACO serves similar consumer and dealer reconditioning channels and offers a comparable franchise-driven, geographically distributed service model.
• Caliber Collision: Largest US collision repair chain with 1,800+ centers. While focused on collision bodywork rather than wheels, Caliber is both a customer (sourcing wheel repair from AWRS) and an adjacent incumbent in the broader auto reconditioning space that competes for dealer and insurance relationships.
• Service King Collision: National collision repair chain serving insurance and fleet customers across 300+ US locations. Operates in the same dealership and insurance channels as AWRS and represents both a customer for AWRS mobile services and an indirect competitor for dealer reconditioning wallet share.
• Crash Champions: US collision repair platform with 600+ locations across multiple states. A customer and adjacent incumbent in the auto reconditioning value chain, competing for the same dealer, insurance, and fleet relationships as AWRS.
• Boyd Group Services (CARSTAR / Assured Automotive): Parent of one of the largest North American collision repair networks (Boyd Autobody, CARSTAR). A broad incumbent operating in the same dealer and insurance reconditioning channels where AWRS sells mobile services, and a likely enterprise customer for AWRS wheel repair.

Direct peers

• Dent Wizard International: Largest US provider of paintless dent repair (PDR) and minor auto reconditioning services with a national mobile and fixed-location network serving dealerships, auctions, and fleets. Closely comparable business model to AWRS: mobile on-site enterprise sales plus shop-based consumer services in the broader auto reconditioning category.

Others

• Wheel Pros: Major US aftermarket wheel and tire distributor owning brands such as Fuel Off-Road, Niche, and Motiv. Comparable through the OEM replacement and aftermarket wheel channels that AWRS serves via awrswheels.com, but operates in distribution rather than services.
• The Wheel Group: North American aftermarket wheel and tire distributor supplying retailers and dealers. Adjacent to AWRS's OEM replacement wheel business as a potential upstream supplier or downstream channel partner in the wheel ecosystem.

Emerging players

• Dent Zone Companies: US provider of PDR, hail, and minor auto reconditioning services serving auctions, dealers, and rental fleets. Comparable mobile, on-site enterprise service model to AWRS's MRF offering, though narrower in scope (PDR rather than wheel repair).
• Auto Glass Now: Multi-location US auto glass repair and replacement chain serving insurance, dealer, and fleet channels. Comparable in business model (franchise/branch network + insurance channel + mobile service capability) to AWRS, though focused on glass rather than wheels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AWRSINC
• YouTubeyoutube.com/c/AWRSwheelrepairINC
• Facebookfacebook.com/awrswheelrepairllc
• LinkedInlinkedin.com/company/alloy-wheel-repair-specialists-inc

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alloy Wheel Repair Specialists