What Midway Rental does

Midway Rental is a Kalispell, Montana-based equipment rental and sales provider founded in 2014, offering construction and industrial equipment including evacuators, forklifts, skid steers, loaders, and air compressors. It serves contractors, home builders, and industrial clients through quote-based direct rental agreements, with a stated headcount of 251–500 employees.

The company now operates as a regional brand within REIC Rentals, a consolidated equipment rental platform that has brought together approximately ten formerly independent regional rental companies (AIM High, ERS, Black Mountain, PRO, Cahill, TCR, CHI, Midstream, IDS, and Midway) under a single organizational umbrella. The platform preserves each brand's local team and customer relationships while adding a shared national inventory pool, multi-region fulfillment, and coordinated marketing through REIC.com.

Revenue is generated primarily through equipment rental contracts and ancillary sales to construction and industrial customers, with pricing delivered on a quote basis that varies by equipment type, duration, and project requirements. The go-to-market motion is enterprise field sales, supported by digital channels including an equipment catalog, case studies, and lead-capture forms targeted at home builders. Core technology is physical-asset fleet management rather than software; no proprietary technology platform, API, or AI capability is disclosed.

Name

Midway Rental

Website

https://midwayrental.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

Midway Rental is a Kalispell, Montana-based equipment rental and sales provider serving contractors, home builders, and industrial clients with construction equipment, now operating as a regional brand within the consolidated REIC Rentals national rental platform.

Ownership category

akta.pro rank

Product category

Equipment Rental Services

NAICS

General Rental Centers (532310)

SIC

Services-Equipment Rental & Leasing, Nec (7359)

akta.pro primary industry

Lifting & Hoisting Rental & Leasing (IMAHAJAN)

Keywords

• Equipment rental
• Construction equipment
• Industrial machinery
• Heavy equipment leasing
• Contractor equipment

Headquarters

HQ city

Kalispell

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rental: Midway Rental operates as part of REIC Rentals, an equipment rental platform serving construction and industrial customers. Revenue is generated through rental of equipment to contractors, home builders, and industrial clients. The consolidated entity offers broader inventory across multiple equipment categories including Jet Heat equipment and general construction equipment.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Midway Rental provides equipment rental and sales services to contractors, home builders, and industrial clients, offering evacuators, forklifts, skid steers, loaders, and air compressors. The company operates as one of approximately 10 regional brands consolidated under the REIC Rentals platform, combining local expertise with a larger national network, broader inventory, and national support infrastructure.

Product overview

REIC Rentals operates as a unified equipment rental platform and parent brand that has consolidated multiple regional rental equipment companies under one organizational umbrella. The platform brings together formerly independent brands including Midway, Aim High, ERS, Black Mountain, Pro, Cahill, TCR, CHI, Midstream, and IDS to create a larger network with broader inventory and national support capabilities. The consolidated structure enables faster access to equipment, greater flexibility, and coordinated service across previously separate regional operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Construction Equipment Rental

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core.

• AIM HighcoreOthersRegional equipment rental brand now operating under REIC Rentals. Customers continue working with experienced teams backed by larger network and broader inventory.
• ERScoreOthersRegional equipment rental brand now operating under REIC Rentals umbrella, providing expanded equipment access and national support.
• Black MountaincoreOthersRegional equipment rental brand now part of REIC Rentals, offering same trusted service with access to broader inventory and national support.
• PROcoreOthersRegional equipment rental brand consolidated under REIC Rentals, maintaining local expertise while gaining access to expanded equipment inventory.
• CahillcoreOthersRegional equipment rental brand now under REIC Rentals, providing customers with same trusted teams backed by larger network.
• TCRcoreOthersRegional equipment rental brand consolidated under REIC Rentals platform.
• CHIcoreOthersRegional equipment rental brand now operating under REIC Rentals umbrella.
• MidstreamcoreOthersRegional equipment rental brand consolidated under REIC Rentals, maintaining local service with national support infrastructure.
• IDScoreOthersRegional equipment rental brand now part of REIC Rentals platform.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• United Rentals: Largest equipment rental company in North America offering aerial, earthmoving, material handling, and power solutions. Directly comparable to Midway/REIC as a competitor serving contractors and industrial customers, but at massive scale with broader category coverage.
• Sunbelt Rentals: Second-largest equipment rental provider in North America, acquired by Ashtead Group, offering a broad range of construction and industrial equipment with national branch density. Closest large-scale direct competitor to REIC's consolidated footprint.
• Ashtead Group: UK-listed parent of Sunbelt Rentals, the second-largest equipment rental company globally. Comparable parent-platform structure to REIC Rentals, with multiple regional brands consolidated under one national network.
• Caterpillar: Largest heavy equipment manufacturer that also operates Cat Rental Store dealer-rental networks offering skid steers, loaders, and compact construction equipment. Competes with Midway on equipment categories and indirectly via dealer networks.

Direct peers

• BrandSafway: Major provider of scaffolding, access, and specialty equipment rental to construction and industrial customers. Comparable specialty-equipment rental focus and contractor customer base, though narrower in product scope.
• Aggreko: Global specialist in temporary power, heating, and cooling equipment rental serving industrial and construction clients. Comparable industrial equipment-rental business model serving overlapping contractor customers.
• H&E Equipment Services: Public equipment rental and sales company focused on aerial work platforms, earthmoving, and material handling with strong regional branches. Closely comparable product mix (forklifts, loaders, skid steers) and customer base to Midway Rental.
• Herc Rentals: Public equipment rental company spun out of Hertz serving contractors, industrial, and infrastructure customers across North America. Highly comparable business model and customer mix to Midway/REIC at similar mid-to-large scale.

Emerging players

• Home Depot Tool Rental: Major retailer's equipment rental service targeting both consumers and small contractors with compact construction equipment. Adjacent competitor that overlaps with Midway's lighter equipment categories.

Regional players

• WillScot: North American leader in modular space and portable storage rental serving construction, commercial, and industrial customers. Comparable B2B rental business model and contractor customer overlap, though focused on different asset class.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

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 Midway Rental