Rental Max

What Rental Max does

Rental Max (legal name RentalMax LLC) was a regional general equipment rental company founded in 1997 and headquartered in Carol Stream, United States. The company operated as a B2B general rental center, supplying construction tools, aerial work platforms, earth-moving equipment, and general rental inventory to construction, industrial, and commercial customers requiring temporary access to equipment without ownership costs. Its operations were concentrated across multiple locations in the Chicago metropolitan area and Wisconsin, with headcount in the 101–250 range.

The business model was quote-based B2B equipment rental; pricing was not publicly disclosed. The company served a horizontal customer base across construction, industrial, and commercial applications rather than a single named vertical, and it competed on the strength of its regional footprint in the Chicago and Wisconsin markets. There is no evidence of proprietary technology, an API, a mobile app, or AI capability associated with Rental Max as an independent entity.

In June 2024, RentalMax LLC was wholly acquired by Sunbelt Rentals Inc., a publicly traded equipment rental company, to expand Sunbelt's footprint across the Chicago and Wisconsin areas. Following the acquisition, Rental Max ceased to operate as an independent company and its locations were consolidated into Sunbelt Rentals' broader North American network. The transaction is characterized as a notable example of market consolidation in the consumer goods and general rental centers sector, a market projected to reach $282.95 billion by 2030 at an 8.2% CAGR.

Name

Rental Max

Legal name

RentalMax LLC

Website

https://rentalmax.com

Company type

Private

Founded year

1997

Operating status

Acquired

Headcount range

101–250 employees

Short description

Rental Max (RentalMax LLC) was a regional general equipment rental company serving construction, industrial, and commercial customers across the Chicago and Wisconsin markets, offering construction tools, aerial work platforms, and earth-moving equipment before its June 2024 acquisition by Sunbelt Rentals.

Ownership category

akta.pro rank

Product category

Construction Equipment Rental Services

NAICS

Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Commercial and Industrial Machinery and Equipment Rental and Leasing (5324)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Aerial Work Platforms (MEWPs) Rental/Leasing (TLABAFAE)

akta.pro secondary industry

Lifting & Hoisting Rental & Leasing (IMAHAJAN)

Keywords

• Construction equipment rental
• General tool rental
• Aerial work platforms
• Earth moving equipment
• Contractor equipment rental

Headquarters

HQ city

Carol Stream

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Core offering

Rental Max (RentalMax LLC) was a regional equipment rental company that rented construction tools, aerial work platforms, earth moving equipment, and general rental inventory to contractors, industrial users, and commercial customers across the Chicago metropolitan area and Wisconsin. The company operated multiple branch locations to provide temporary access to equipment without ownership costs.

Product overview

Rental Max operated as a general rental center in the consumer goods and equipment rental sector. The company was acquired by Sunbelt Rentals Inc. in June 2024. Based on the market context from the news source, the consumer goods and general rental centers market was projected to reach $282.95 billion by 2030, growing at a compound annual growth rate of 8.2%. Rental Max's operations were consolidated into Sunbelt Rentals to expand footprint in the Chicago and Wisconsin areas.

Differentiator

Problem solved

Functional benefit

Products and services

• General Equipment Rental Services

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sunbelt Rentals Inc.coreStrategic or Co-development Partner · 1 June 2024Sunbelt Rentals Inc. acquired RentalMax LLC in June 2024 to expand its footprint across multiple locations in the Chicago and Wisconsin areas. This acquisition represents a notable example of market consolidation in the equipment rental sector, combining Rental Max's regional presence with Sunbelt Rentals' broader national platform.

Scale indicators2 records

Recent moves2 records

Expansion highlights2 records

Others

• Mascus (used equipment platform by Ritchie Bros.): Adjacent ecosystem participant — a used heavy equipment and rental listing platform. Not a direct competitor but operationally relevant to fleet lifecycle economics in the construction rental sector where RentalMax competes.

Emerging players

• BigRentz: Online rental marketplace for construction equipment including aerial work platforms and earthmoving. Targets the same contractor customer base as RentalMax via a digital booking model rather than physical branches.
• EquipmentShare: Tech-enabled equipment rental marketplace and fleet management platform with significant aerial and general construction rental offerings. Competes in the same construction/contractor segment as RentalMax with a digital-first model.

Broad incumbents

• Herc Rentals: National equipment rental company offering aerial, earthmoving, and industrial equipment. Same product categories and end customers as RentalMax, with broader geographic footprint as a public peer.
• United Rentals: Largest North American equipment rental company offering aerial work platforms, earthmoving, and general construction rentals. Directly comparable to RentalMax in rental category, customer base (contractors, industrial), and B2B quote-based model, but operating at national scale.
• Sunbelt Rentals: Acquirer of RentalMax and one of the largest US equipment rental companies. Directly overlaps in product catalog (aerial platforms, earthmoving, general tools) and end customers; comparable in everything except scale and now owns RentalMax.
• Home Depot Tool & Equipment Rental: Retail-channel rental of tools, equipment, and trucks for residential and prosumer/contractor customers. Overlaps with RentalMax's general rental inventory and DIY/small-contractor segment via a counter-style rental model.
• Caterpillar (Cat Rental Store): Cat Rental Store network rents Caterpillar and allied construction equipment including aerial work platforms and earthmoving machinery. Comparable in product mix and contractor customer base, though operated through a dealer-network model.

Regional players

• Ahern Rentals: Privately held regional equipment rental company operating across the western US. Mirrors RentalMax's mix of aerial work platforms, earthmoving, and general construction rentals, but focused on the western region.
• BrandSafway: Provider of scaffolding, access solutions, and aerial work platforms to industrial and construction customers. Overlaps with RentalMax on aerial work platforms and serves similar industrial/construction end markets.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/rental_max
• YouTubeyoutube.com/user/SunbeltRentalsMedia
• Facebookfacebook.com/SunbeltRentals
• LinkedInlinkedin.com/company/sunbelt-rentals
• Instagraminstagram.com/sunbeltrentals

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 Rental Max