Diamond Rental

Name

Diamond Rental

Website

https://diamondrental.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

101–250 employees

Short description

Diamond Rental, founded in 1979 in Salt Lake City, Utah, is a private equipment, tool, tent, and convention/exposition rental company operating with 101–250 employees. It serves construction, landscaping, industrial, and event customers primarily across Utah through 16 physical branches backed by an authorized Caterpillar dealer relationship and an online rental portal.

Ownership category

akta.pro rank

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rentals: Core revenue from renting construction and heavy equipment including aerial equipment, earthmoving machines, compaction equipment, material handling, power generation, and specialty equipment. Pricing based on rental duration.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Diamond Rental provides construction and heavy equipment rentals through a network of Utah locations, operating under the Wheeler Cat Rental Services brand. The company offers short-term and long-term rentals across fifteen equipment categories including aerial work platforms, earthmoving machines, compaction equipment, material handling, power generation, paving, trenching, and trucks/trailers. Customers can browse the catalog, request quotes, and manage rentals through the online portal at rent.cat.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Aerial Equipment Rental Rental of aerial work platforms including boom lifts, scissor lifts, and vertical personnel lifts for elevated work access in construction and industrial applications.
• Air Equipment Rental Rental of pneumatic tools and portable air compressors for construction and industrial applications.
• Attachment Rentals Rental attachments including cold planers, compactors, and hammers for use with heavy equipment.
• Compaction Equipment Rental Comprehensive compaction equipment fleet including landfill compactors, plate compactors, pneumatic rollers, rammers, smooth compactors, soil compactors, tandem vibratory rollers, vibratory soil compactors, and walk-behind rollers.
• Concrete Equipment Rental Rental of concrete buggies and related equipment for concrete placement applications.
• Earthmoving Equipment Rental Full range of earthmoving equipment rentals including articulated trucks, backhoe loaders, compact track loaders, dozers, excavators, industrial loaders, mini excavators, motor graders, skid steer loaders, towed scrapers, track loaders, wheel excavators, wheel loaders, and wheel tractor-scrapers.
• Landscaping Equipment Rental Rental of compact track loaders and miscellaneous landscaping equipment for grounds maintenance and land management projects.
• Light Tower Rental Light tower rentals for job site illumination during construction and maintenance operations.
• Material Handling Equipment Rental Rental of forklifts with straight mast, telehandlers, and miscellaneous material handling equipment for lifting and moving materials in warehouse and industrial operations.
• Power Generation Rental Diesel generator set rentals for temporary and backup power supply on job sites.
• Pump Equipment Rental Pump equipment rentals for dewatering, fluid transfer, and construction fluid management applications.
• Roadwork Equipment Rental Road construction equipment including asphalt pavers, cold planers, road reclaimers, road wideners, street plates, and miscellaneous roadwork equipment.
• Trenching and Shoring Equipment Rental Trench shoring and excavation safety equipment including bedding boxes, steel manhole boxes, steel trench boxes, street plates, and miscellaneous trenching equipment.
• Trucks and Trailers Rental Heavy-duty truck and trailer rentals including dump trucks and off-highway trucks.
• Water Equipment Rental Water management equipment including water towers, water trailers, and water trucks for dust control and job site water supply.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Caterpillar Inc.coreChannel Partner/ Reseller/ DistributorWheeler Machinery Co. is an authorized Cat dealer operating as part of the Cat Rental Store network. They offer Caterpillar's industry-leading construction equipment for rent under the Cat Rental Store brand. The partnership provides access to Cat's brand, equipment fleet, parts supply, and dealer support systems.
• Cat FinancialminorStrategic or Co-development PartnerCat Financial provides financing options for customers including the Cat Card credit program. Wheeler promotes Cat Financial's credit application on their site, offering financing solutions for equipment purchases and potentially rentals.

Scale indicators3 records

Others

• Caterpillar Inc. Parent OEM supplying the equipment, parts, technology, and dealer network that Diamond Rental operates within. Not a direct competitor but the central supplier and brand partner — relevant context for fleet composition, customer trust, and dealer economics.

Direct peers

• Ahern Rentals: Privately held, family-owned equipment rental company serving the western U.S. (NV/CA/AZ/UT). Operates a fleet with significant overlap in aerial, earthmoving, and specialty equipment — the most directly comparable private, regional construction-equipment rental peer.
• H&E Equipment Services: Heavy equipment-focused rental and dealer company (NASDAQ: HEES). Heavy construction equipment and aerial platform rental aligns closely with Diamond Rental's core categories, with a comparable mid-sized geographic footprint across southern and western U.S.

Regional players

• Sunstate Equipment: Regional equipment rental company serving the southwestern U.S. Similar fleet composition to Diamond Rental's earthmoving, aerial, and material handling categories; comparable footprint size, though operating in adjacent rather than directly overlapping geographies.
• Cleveland Brothers Equipment Co. Authorized Caterpillar dealer covering Pennsylvania, West Virginia, and northern New York with construction equipment rentals, parts, and service. Comparable regional Cat dealer/rental operator model — valuable for benchmarking dealer economics and fleet composition.
• Foley Equipment: Authorized Caterpillar dealer serving Kansas, western Missouri, and southern Nebraska. Similar multi-branch Cat dealer operating model with construction equipment rental and support — directly comparable in dealer structure though serving different end markets.
• Ring Power: Family-owned Caterpillar dealer serving Florida, Georgia, and parts of the Carolinas with construction and heavy equipment rentals. Closely analogous business model as another major regional Cat dealer/rental operator — directly comparable on go-to-market, but geographically separate.

Broad incumbents

• Sunbelt Rentals: Second-largest equipment rental company in North America (subsidiary of Ashtead Group). Offers a similarly broad fleet — aerial, earthmoving, pumps, power, trucks — competing head-on with Cat Rental Store branches for construction and industrial customers.
• Herc Rentals: Public equipment rental company (NYSE: HRI) with a fleet spanning aerial, material handling, earthmoving, and specialty industrial equipment. Directly comparable on fleet categories and customer segments and an active competitor in regional construction equipment rental markets.
• United Rentals: The world's largest equipment rental company (NYSE: URI). Operates a fleet that overlaps Diamond Rental's aerial, earthmoving, material handling, and power generation categories. National-scale incumbent that has been expanding density in growth markets including the Western U.S., making it a direct larger incumbent competitor.

Market position

Customer concentration

• YouTubeyoutube.com/user/CaterpillarInc
• Facebookfacebook.com/TheCatRentalStore
• Xx.com/diamondtents
• LinkedInlinkedin.com/company/diamond-rental

Revenue estimate

Valuation estimate

Number of profiles

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 Diamond Rental