Wheel Fun Rentals
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.
- Company typePrivate
- Founded1987
- HeadquartersVentura, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
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.
Wheel Fun Rentals firmographics
Firmographics- 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
Wheel Fun Rentals industry classification
Industry- 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
Where Wheel Fun Rentals is headquartered
LocationHeadquarters
- HQ city
- Ventura
- HQ country
- United States
- HQ region
- North America
Offices15 records
Markets served
Wheel Fun Rentals business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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.
- 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.
- Annual Pass Membership: $15 annual pass plus full-priced rental provides 50% discount for one year at 60+ participating locations
- Group & Event Bookings: Schools, camps, corporate teambuilding, and birthday party rentals at group pricing rates
- Corporate Donations & Sponsorships: Donations program for nonprofits; community support activities
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Surrey Night Ride - Single |
| Usage-based | Pay-as-you-go | Surrey Night Ride - Double |
| Usage-based | Pay-as-you-go | Swan Boat Night Ride - Milwaukee |
| Usage-based | Pay-as-you-go | Surrey Night Ride - Milwaukee Single |
| Usage-based | Pay-as-you-go | Surrey Night Ride - Milwaukee Double |
| Usage-based | Pay-as-you-go | Swan Boat Rental - Milwaukee |
| Subscription | Annual | Annual Pass Membership |
| Usage-based | Pay-as-you-go | Group/Event Discounts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Wheel Fun Rentals product offering
Product offeringCore 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
Companies that use Wheel Fun Rentals
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Wheel Fun Rentals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Wheel Fun Rentals partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Big Brothers Big Sisters of AmericacoreWheel 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 RustonminorOperating partnership at Tacoma Point Ruston waterfront location. Point Ruston is a mixed-use development on Puget Sound.
- Lake Sammamish State ParkminorOperating partnership at Tibbetts Beach inside Lake Sammamish State Park for kayak, paddleboard, and pedal boat rentals.
- City of TacomaminorCity partnership for waterfront recreation operations at Point Ruston location.
- Milwaukee County ParksminorPartnership with Milwaukee County Parks for Veterans Park North and South rental locations.
- Philadelphia Parks & RecreationminorPartnership for Boathouse Row location in Fairmount Park along the Schuylkill River.
- Peek.comcoreOnline booking and reservation platform used across Wheel Fun Rentals locations for advance rental bookings and payment processing.
- ClovercorePoint-of-sale payment processing system for on-site rental transactions at physical locations.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Wheel Fun Rentals competitors and assessment
Company assessmentEmerging 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
Wheel Fun Rentals social profiles
Digital presenceWheel Fun Rentals financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wheel Fun Rentals leadership team
Management profileNumber of profiles
Profiles3 records
Wheel Fun Rentals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wheel Fun Rentals M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wheel Fun Rentals
What does Wheel Fun Rentals do?
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.
Is Wheel Fun Rentals a public or private company?
Wheel Fun Rentals is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wheel Fun Rentals founded?
Wheel Fun Rentals was founded in 1987. It employs 101 to 250 people.
Where is Wheel Fun Rentals based?
Wheel Fun Rentals is headquartered in Ventura, United States, in the North America region.
How does Wheel Fun Rentals make money?
Five revenue lines are on record. Hourly/Daily Recreation Rentals are the primary driver. The others are franchise Fees, annual Pass Membership, group & Event Bookings and corporate Donations & Sponsorships.
Who are Wheel Fun Rentals's main competitors?
Emerging players on record are Boatsetter and GetMyBoat. Regional players are Surfside Bike & Kayak Rentals and Cruise America. Direct peers are Unlimited Biking and Bike and Roll NYC. Broad incumbents are Trek Travel, Pedego Electric Bikes and Bcycle (TREK Bicycles). REI Co-op (Recreational Equipment Inc.) is listed as an others.
Does Wheel Fun Rentals have an API?
No public API is recorded for Wheel Fun Rentals.
What industry is Wheel Fun Rentals in?
Wheel Fun Rentals's product category is Recreational Equipment Rentals. Its primary akta.pro industry code is THADAHAB, Cruiser & Touring Motorcycle Rentals, with a secondary code of THADAHAG, ATV / Quad Rentals. Its NAICS code is 532284 and its SIC code is 7510.