Walk on Wheels
Walk on Wheels is a Penrose, Auckland-based retailer, renter, and servicer of mobility equipment including scooters, wheelchairs, powerchairs, hospital beds, walking aids, and bathroom products. It serves elderly and mobility-impaired individuals, post-surgical patients, and tourists across greater Auckland with nationwide freight.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingServices
What Walk on Wheels does
Walk on Wheels (NZ) Ltd is a New Zealand-based mobility equipment retailer, rental provider, and in-house servicer headquartered at a single flagship showroom at 770 Great South Road, Penrose, Auckland. The company sells, rents, and repairs mobility scooters, powerchairs (electric wheelchairs), manual wheelchairs, electric hospital beds, walking aids (rollators and knee scooters), lift chairs, and bathroom/toilet equipment. It serves primarily elderly and mobility-impaired individuals, post-surgical and rehabilitation patients, tourists and visitors to New Zealand, and family members purchasing on behalf of loved ones, with delivery and in-home product demonstrations across the greater Auckland region and nationwide freight of smaller items.
The company's underlying technology is conventional mobility retail: it does not manufacture or own proprietary hardware but distributes and services equipment produced by established global and regional brands, including Invacare (where it holds master distributor status for New Zealand), CTM (also master distributor), Pride Mobility, Staxi (sole NZ distributor), Liteway (which it imports), Heartway, Merits, Afiscooter, Cubro, Goldfern, iCare, and Freiheit. Its service capability rests on an in-house workshop performing repairs, spare-parts supply (tyres, batteries, electrical, mechanical, and chassis components), and equipment modifications such as canopies and hand-rest adjustments, covering its own and most competing brands.
Walk on Wheels generates revenue across three streams: one-time equipment sales (new and used), recurring short- and long-term rental contracts (scooters, powerchairs, wheelchairs, walkers, knee scooters, lift chairs, hospital beds, and bathroom equipment, including bariatric and paediatric options), and ongoing service/repair work plus spare parts. It operates a sales-led, consultative go-to-market model built around a three-step process (book an appointment, choose the right product, enjoy being mobile), combining the Penrose showroom, phone-based direct sales (0800 66 67 68, +64 9 525 6481), and in-home demonstrations. The business is privately held by brothers Chris Heaps and Adam Heaps with a third principal described as "Barry, Chief of everything else"; it is bootstrapped with no external venture capital, private equity backing, or institutional funding identified.
Walk on Wheels firmographics
Firmographics- Name
- Walk on Wheels
- Legal name
- Walk on Wheels (NZ) Ltd
- Website
- https://walkonwheels.co.nz
- Company type
- Private
- Operating status
- Operating
- Short description
- Walk on Wheels is a Penrose, Auckland-based retailer, renter, and servicer of mobility equipment including scooters, wheelchairs, powerchairs, hospital beds, walking aids, and bathroom products. It serves elderly and mobility-impaired individuals, post-surgical patients, and tourists across greater Auckland with nationwide freight.
- Ownership category
- akta.pro rank
Walk on Wheels industry classification
Industry- Product category
- Mobility Equipment Retail
- NAICS
- Home Health Equipment Rental (532283)
- akta.pro primary industry
- Mobility Device Sales, Rental & Service (Wheelchairs, Scooters, Walkers) (HSABAKAC)
- akta.pro secondary industries
- Durable Medical Equipment (DME) Sales & Rentals (HSABAKAA), Mobility Aids (Wheelchairs, Scooters, Walkers, Canes) (HLAHAMAA)
Keywords
Walk on Wheels business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: One-time sales of mobility equipment including mobility scooters, powerchairs, wheelchairs, beds, walking aids, and bathroom equipment. Full range available for purchase with warranties.
- Rental Services: Short and long-term rental of mobility equipment including mobility scooters, powerchairs, wheelchairs, walkers, knee scooters, bathroom equipment, lift chairs, and hospital beds. Both short-term and medium to long-term hire options available. Bariatric and paediatric equipment also available for rental.
- Service and Repair: In-house service and repair of mobility equipment. They service and repair products they supply as well as most other brands. Extensive supply of spare parts including tyres, batteries, electrical and mechanical components, and chassis parts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Mobility Scooters |
| One time/ perpetual license | Pay-as-you-go | Used Mobility Scooters |
| One time/ perpetual license | Pay-as-you-go | Wheelchairs |
| One time/ perpetual license | Pay-as-you-go | Electric Hospital Beds |
| Unit Pricing | Multi-year contract | Battery Warranties |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Walk on Wheels product offering
Product offeringCore offering
Walk on Wheels sells, rents, and services a full range of mobility equipment for individual consumers across New Zealand from a single showroom in Penrose, Auckland. Core product offerings include mobility scooters, powerchairs, manual wheelchairs, electric hospital beds, walking aids, lift chairs, and bathroom equipment from brands such as Invacare, Pride, Heartway, Merits, Afiscooter, Cubro, Goldfern, iCare, and Staxi. The company complements these product lines with short- and long-term rentals, in-home demonstrations, Auckland-wide delivery, nationwide freight of smaller items, and in-house servicing, repairs, and spare parts.
Product overview
Walk on Wheels is a New Zealand mobility equipment retailer and servicer offering a comprehensive portfolio of products for sale and rental. The core offerings include Mobility Scooters (Invacare, Pride, Heartway, Merits, Afiscooter brands), Powerchairs/Electric Wheelchairs (Pride Jazzy, Invacare Ventura, Merits), Manual Wheelchairs (Invacare, Cubro, Freiheit), Electric Hospital Beds (Invacare, iCare), Walking Aids/Rollators (Goldfern, Cubro), Lift Chairs, and Bathroom Equipment. Services include short and long-term rentals, in-house servicing and repairs, equipment modifications, and in-home product demonstrations across the Auckland region.
Differentiator
Problem solved
Functional benefit
Products and services
- Mobility Scooters Electric mobility scooters ranging from compact transportable models to heavy-duty all-terrain machines for sale to individual consumers. Brands stocked include Invacare (Comet Ultra, Colibri, Leo, Comet Pro, Pegasus Pro, Comet Alpine Plus), Pride (Go Go LX, Go Go Carbon, Quest), Heartway (Vita S12, Vita S12X, PF6KS+, S21F), Merits (Yoga), and Afiscooter (S4).
- Powerchairs (Electric Wheelchairs) Electrically-propelled wheelchairs operated by joystick or controller for users with limited upper body strength, sold to individual consumers. Models stocked include the Pride Jazzy series, Invacare Ventura, Merits Regal EZ, C.T.M. HS 2850, and Pride Litestream Carbon.
- Manual Wheelchairs Self-propelled and transit manual wheelchairs in multiple sizes including bariatric and paediatric options, sold to individual consumers. Brands include Invacare (Action 1, Action 3), Cubro (XLITE, Freiheit Freedom, Traveller), Freiheit Freedom, and Merits Bariatric, with prices from $450 upwards.
- Electric Hospital Beds Adjustable electric hospital beds for home care with up-down and back-rest functions, sold to individual consumers. Brands include Invacare (Etude Plus, Alegio) and iCare (IC333), available in single and king single sizes with optional pressure-care air mattresses. Prices start from $3,500 for a bed and mattress package.
- Walking Aids Rollators, walking frames, and knee scooters sold to individual consumers. Products include Goldfern (X-Fold PLUS, X-Fold Mini, X-Fold, Tri Walker, Eco-Lite) and Cubro (Mobilis Plus, Mobilis) lines.
- Lift Chairs Electric reclining lift chairs with sit-to-stand assistance, featuring recline, battery backup, removable backrest, and elevated leg rest. Available for medium to long-term rental to individual consumers recovering from or managing mobility limitations.
- Bathroom and Toilet Equipment Rental equipment for home bathrooms including shower chairs, shower stools, over-toilet frames, raised toilet seats, toilet surrounds, commodes, bath boards, and rehabilitation chairs, with limited bariatric options. Rented to individual consumers for short- and long-term use.
- Mobility Equipment Rentals Short- and long-term rental service offering the full mobility equipment range including scooters, powerchairs, wheelchairs, walkers, knee scooters, bathroom equipment, lift chairs, and hospital beds. Bariatric and paediatric equipment are also available. Includes in-home demonstrations, Auckland-wide delivery, pickup, and nationwide freight of smaller products.
- Service and Repair In-house servicing and repairs for mobility equipment including spare parts (tyres, batteries, electrical and mechanical components, chassis parts), equipment modifications such as canopies and hand-rest adjustments, and free quotes. Serves products supplied by Walk on Wheels as well as most other brands. Operated from the onsite Penrose, Auckland workshop.
Companies that use Walk on Wheels
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Walk on Wheels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Walk on Wheels partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- InvacarecoreWalk on Wheels is a master distributor of Invacare products including scooters, walkers, power chairs and wheelchairs. Invacare is described as the global leader in the worldwide market for medical products and services used in the home, with 5,400 associates and markets in approximately 80 countries.
- StaximinorProud to be sole distributer of Staxi products.
- LitewaycoreThey import the Liteway brand of mobility scooter, designed to be pulled apart for easy transportation. Perfect for cruise ships or holidays.
- Pride MobilitycoreWalk on Wheels stocks and sells the full range of Pride scooters and powerchairs at their Penrose, Auckland store.
- CTM (C.T.M.)coreMaster distributors of CTM mobility products including scooters.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Walk on Wheels competitors and assessment
Company assessmentBroad incumbents
- Sunrise Medical: Global manufacturer of manual wheelchairs, powerchairs, and mobility aids (Quickie, Magic Mobility brands). Comparable as a major international player whose products compete with Walk on Wheels' manual wheelchair and powerchair lines.
- Pride Mobility Products: US-based global manufacturer of mobility scooters and powerchairs (Go Go, Jazzy lines) stocked by Walk on Wheels. Comparable as a category-defining incumbent whose NZ channel goes through Walk on Wheels and similar distributors.
- Invacare: Global leader in home medical equipment including the scooters, powerchairs, and wheelchairs that Walk on Wheels distributes in NZ. Comparable because it defines the product category Walk on Wheels retails, and is both a supplier and aspirational benchmark.
- Drive DeVilbiss Healthcare: Large global manufacturer and distributor of durable medical equipment including mobility, bathroom safety, and beds. Comparable as a broad DME incumbent whose product portfolio substantially overlaps Walk on Wheels' range.
- Ottobock: German global leader in mobility, prosthetics, and rehab products. Comparable as a broad incumbent whose wheelchair and mobility-rehab portfolio overlaps with Walk on Wheels' higher-end offerings.
- Permobil: Global manufacturer of advanced power wheelchairs and seating solutions. Comparable as a high-end powerchair/mobility manufacturer competing for the same end customers in the assistive-mobility category.
Others
- Staxi: Manufacturer of transport chairs for which Walk on Wheels is the sole NZ distributor. Comparable as a supplier partner whose products anchor a portion of Walk on Wheels' assortment.
Direct peers
- Cubro: New Zealand-based distributor and retailer of mobility, rehabilitation, and aged-care equipment. Comparable to Walk on Wheels as an NZ mobility equipment specialist offering sales and rental across wheelchairs, walking aids, and bathroom equipment.
- Allied Medical NZ: NZ supplier of mobility scooters, wheelchairs, and daily-living aids for elderly and disabled customers. Overlaps with Walk on Wheels on core mobility product categories and customer base within the NZ market.
Regional players
- Mobility Shop (Bettercaremarket / Bettercare NZ): Australian mobility and daily-living aids retailer. Comparable as a trans-Tasman peer operating the same mobility-retail + rental model, useful as a regional benchmark for unit economics and assortment strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Walk on Wheels social profiles
Digital presenceWalk on Wheels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Walk on Wheels leadership team
Management profileNumber of profiles
Profiles3 records
Walk on Wheels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Walk on Wheels 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 Walk on Wheels
What does Walk on Wheels do?
Walk on Wheels sells, rents, and services a full range of mobility equipment for individual consumers across New Zealand from a single showroom in Penrose, Auckland. Core product offerings include mobility scooters, powerchairs, manual wheelchairs, electric hospital beds, walking aids, lift chairs, and bathroom equipment from brands such as Invacare, Pride, Heartway, Merits, Afiscooter, Cubro, Goldfern, iCare, and Staxi. The company complements these product lines with short- and long-term rentals, in-home demonstrations, Auckland-wide delivery, nationwide freight of smaller items, and in-house servicing, repairs, and spare parts.
Is Walk on Wheels a public or private company?
Walk on Wheels is a private company. It is classified as family owned and is currently operating.
When was Walk on Wheels founded?
Walk on Wheels was founded in -1.
How does Walk on Wheels make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are rental Services and service and Repair.
Who are Walk on Wheels's main competitors?
Broad incumbents on record are Sunrise Medical, Pride Mobility Products, Invacare, Drive DeVilbiss Healthcare, Ottobock and Permobil. Staxi is listed as an others. Direct peers are Cubro and Allied Medical NZ. Mobility Shop (Bettercaremarket / Bettercare NZ) is listed as a regional player.
Does Walk on Wheels have an API?
No public API is recorded for Walk on Wheels.
What industry is Walk on Wheels in?
Walk on Wheels's product category is Mobility Equipment Retail. Its primary akta.pro industry code is HSABAKAC, Mobility Device Sales, Rental & Service (Wheelchairs, Scooters, Walkers), with a secondary code of HSABAKAA, Durable Medical Equipment (DME) Sales & Rentals. Its NAICS code is 532283.