Wheel Fun Rentals

What Wheel Fun Rentals does

Wheel Fun Rentals, operated by Freetime Inc. (California, founded 1987), is a recreational rental company that provides hourly and daily rentals of specialty cycles (including the iconic 4-wheel Surrey), bikes, e-bikes, pedal boats (Swan Boats), kayaks, and stand-up paddleboards across more than 100 corporate and franchise locations in 16 U.S. states. The company serves tourists, families, and local residents at parks, beaches, waterfronts, and resort destinations, with LED-illuminated night rides on Surreys and Swan Boats providing a differentiated after-dark experience at premium pricing. Its technology stack is built on third-party platforms — Peek.com for online reservations and payments, Clover for on-site point-of-sale, and Google Maps Platform APIs for location services — with no proprietary software or AI/ML capabilities disclosed.

Revenue is generated through a hybrid model combining (i) direct hourly and daily rental fees, (ii) group and event bookings (schools, camps, corporate teambuilding, birthday parties), (iii) initial franchise fees of $65,000-$320,000 plus ongoing royalties from franchisees, and (iv) a $15 Annual Pass subscription that provides a 50% discount at 60+ participating locations. Pricing varies by product and market — for example, $11/hour for adult Swan Boat rentals in Milwaukee, $28/hour for LED-illuminated Single Surrey night rides, and $40/hour for Double Surrey night rides — with promotional levers including 2nd Hour Free, 20% military discount, and a rewards card.

Wheel Fun Rentals operates a horizontally-segmented go-to-market targeting tourists/vacationers and families as primary segments, with local residents and BBBS volunteers as secondary segments. Distribution is primarily franchise-driven with 225 premier territories identified and 1,500+ potential outlets contemplated, indicating a capital-light growth runway. The company reports 2.5-3 million customers annually and 12+ million lifetime customers since 1987, with same-store sales up 45% cumulatively over the five years ending 2020 (including 8.2% growth in 2019 and 20% growth in 2020). A 19-year partnership with Big Brothers Big Sisters has delivered $2.7M+ in donation-equivalent rental value across 19 chapters supporting 16,000 volunteers annually.

Name

Wheel Fun Rentals

Legal name

Freetime Inc.

Website

https://wheelfunrentals.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

Wheel Fun Rentals (Freetime Inc.) operates 100+ corporate and franchise recreational rental locations across 16 U.S. states, providing hourly and daily rentals of specialty cycles, bikes, Swan Boats, and watercraft to tourists, families, and local residents at parks, beaches, and resort destinations, with franchise fees, royalties, and a $15 Annual Pass as additional revenue streams.

Ownership category

akta.pro rank

Product category

Recreational Equipment Rentals

NAICS

Recreational Goods Rental (532284), Passenger Car Rental and Leasing (53211), Passenger Car Rental (532111)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Cruiser & Touring Motorcycle Rentals (THADAHAB)

akta.pro secondary industries

ATV / Quad Rentals (THADAHAG), Water Taxi & Island-Hopping Excursions (Inter-island Day Trips) (THAJAJAK), Motorbike Taxi & Two-Wheeler Ride-Hailing (THAIAGAG)

Keywords

• Recreational equipment rentals
• Bike rental services
• Watercraft rentals
• Self-guided bike tours
• Franchise rental operations

Headquarters

HQ city

Ventura

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hourly/Daily Recreation Rentals: Revenue from hourly and daily rentals of bikes, Surrey cycles, pedal boats, kayaks, SUPs, and specialty cycles. Pricing varies by product type and location.
2. Franchise Fees: Initial franchise fees ranging from $65,000 to $320,000 depending on territory, build-out costs, and equipment needs. Ongoing royalties based on gross sales.
3. Annual Pass Membership: $15 annual pass plus full-priced rental provides 50% discount for one year at 60+ participating locations
4. Group & Event Bookings: Schools, camps, corporate teambuilding, and birthday party rentals at group pricing rates
5. Corporate Donations & Sponsorships: Donations program for nonprofits; community support activities

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Wheel Fun Rentals operates hourly and daily rentals of recreational vehicles including specialty bikes (4-wheel Surrey cycles), Swan pedal boats, kayaks, stand-up paddleboards, and electric bikes at 100+ locations across 16 U.S. states through a corporate and franchise network. The company complements equipment rentals with self-guided bike tours featuring turn-by-turn directions and unique LED-illuminated night ride experiences on Surreys and Swan Boats.

Differentiator

Problem solved

Functional benefit

Brands

• Lake Sammamish Paddle Co. & Outfitters: Water adventure rental location in Issaquah, WA offering kayak, paddleboard, and pedal boat rentals at Lake Sammamish State Park.

Products and services

• Surrey Cycle Rentals Hourly rentals of iconic 4-wheel Surrey cycles (quadricycles) seating up to 5-8 riders, available at park, beach, and resort locations nationwide. Designed specifically for rental use with entertainment and safety features.
• Swan Pedal Boat Rentals Hourly rentals of Swan-shaped pedal boats on waterfront lagoons, seating up to 5 guests. Available at locations such as Veterans Park in Milwaukee and other waterfront sites.
• Specialty Bike Rentals Hourly and daily rentals of specialty cycles, electric bikes, and standard bikes at multiple park and resort locations. Available via online booking or walk-up.
• Kayak and Stand-Up Paddleboard Rentals Hourly rentals of kayaks, stand-up paddleboards (SUPs), and pedal boats at lake and waterfront locations such as Lake Sammamish State Park.
• Self-Guided Bike Tours Self-guided bike tours providing turn-by-turn directions, local points of interest, fun facts, and dining recommendations, included free with half-day and full-day rentals.
• LED-Illuminated Surrey Night Rides After-dark Surrey cycle rentals featuring colorful LED lights mounted on canopies and frames along waterfront areas, available at sunset. Priced at a premium to standard Surrey rentals.
• LED-Illuminated Swan Boat Night Rides After-dark Swan pedal boat rentals on the Veterans Park lagoon in Milwaukee featuring LED lights mounted on swan boat sides and necks, available 7 nights a week from sunset until 10 PM.
• Annual Pass Membership Subscription membership offering 50% off all rentals for one year at 60+ participating Wheel Fun Rentals locations, plus a complimentary 30-minute rental extension on the purchase day.
• Group and Event Bookings Special group-rate rental packages for schools, summer camps, corporate teambuilding events, birthday parties, and other organized groups at participating locations.
• Wheel Fun Rentals Franchise Program Franchise opportunity offering entrepreneurs exclusive territories, proven operating systems, brand recognition, equipment sourcing, training, and ongoing royalties. Initial investment ranges from $65,000 to $320,000 across 225 identified premier territories.

Quantifiable outcome

• Same-store sales up 45% over 5 years (2015-2020)
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Big Brothers Big Sisters of AmericacoreStrategic or Co-development Partner · 1 January 2006Wheel Fun Rentals supports Big Brothers Big Sisters by offering free rentals to volunteer mentors and the children they mentor through the Biking & Boating Buddies program. Founded in 2006, the program has grown to a nationwide initiative with $2,747,746 in donations (rental equivalent) to date. Supports 16,000 volunteers annually across 19 chapters.
• Point RustonminorStrategic or Co-development PartnerOperating partnership at Tacoma Point Ruston waterfront location. Point Ruston is a mixed-use development on Puget Sound.
• Lake Sammamish State ParkminorStrategic or Co-development PartnerOperating partnership at Tibbetts Beach inside Lake Sammamish State Park for kayak, paddleboard, and pedal boat rentals.
• City of TacomaminorStrategic or Co-development PartnerCity partnership for waterfront recreation operations at Point Ruston location.
• Milwaukee County ParksminorStrategic or Co-development PartnerPartnership with Milwaukee County Parks for Veterans Park North and South rental locations.
• Philadelphia Parks & RecreationminorStrategic or Co-development PartnerPartnership for Boathouse Row location in Fairmount Park along the Schuylkill River.
• Peek.comcoreTechnology or IntegrationOnline booking and reservation platform used across Wheel Fun Rentals locations for advance rental bookings and payment processing.
• ClovercoreTechnology or IntegrationPoint-of-sale payment processing system for on-site rental transactions at physical locations.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Boatsetter: Peer-to-peer boat rental marketplace with captained and bareboat options; overlaps with Wheel Fun's waterfront boat rental business and competes for tourist demand at similar destinations.
• GetMyBoat: Online marketplace for boat rentals (pontoons, kayaks, paddleboards, jet skis) connecting owners with renters; overlaps with Wheel Fun's pedal boat, kayak, and SUP rental offerings and represents a competitive threat via marketplace disintermediation.

Regional players

• Surfside Bike & Kayak Rentals: Beachfront rental operator offering bikes, kayaks, paddleboards, and beach equipment in coastal Southern California; direct product overlap with Wheel Fun's California beach/waterfront locations.
• Cruise America: Large RV and camper rental franchise network in North America; comparable franchise-driven recreation rental model serving similar domestic tourist and family customers, though in motorhomes rather than bikes/boats.

Direct peers

• Unlimited Biking: NYC-based bike rental and tour company offering daily and hourly rentals of road bikes, mountain bikes, e-bikes, and kids' bikes, plus Central Park and bridge tours — directly comparable product mix and tourist customer base to Wheel Fun.
• Bike and Roll NYC: Multi-location bike rental and tour operator in major U.S. tourist cities (NYC, Washington DC, San Francisco, Miami), offering specialty bikes, guided and self-guided tours, e-bikes, and Segway rentals — directly overlapping Wheel Fun's core rental + tours business model.

Broad incumbents

• Trek Travel: Bike-tour and bike-rental brand affiliated with Trek Bicycle Corporation offering guided vacations and high-end rentals; comparable premium cycling tourism positioning to Wheel Fun's specialty cycle and self-guided tour products.
• Pedego Electric Bikes: National e-bike brand with 200+ dealer/rental locations across the U.S., offering electric bike rentals and sales; comparable to Wheel Fun's electric bike rental offering and franchise-like dealer model.
• Bcycle (TREK Bicycles): Operates bike-share systems in 40+ U.S. cities through partnerships with municipalities; competes for the same casual/recreational cycling demand as Wheel Fun but via station-based bike-share rather than staffed rental locations.

Others

• REI Co-op (Recreational Equipment Inc.): National outdoor recreation retailer and co-op that sells and rents bikes, kayaks, and paddleboards through its store network and adventure-travel trips; competes indirectly for Wheel Fun's outdoor recreation customer base and offers similar specialty rental experiences.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/wheelfunrentals
• Facebookfacebook.com/WheelFunRentals
• Instagraminstagram.com/wheelfunrentals
• LinkedInlinkedin.com/company/wheel-fun-rentals

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Wheel Fun Rentals