What RP Rents does

RP Rents is an independently owned equipment rental company headquartered in Naperville, Illinois, with a second branch in Kenosha, Wisconsin, serving the Chicagoland area, NW Indiana, and Southern Wisconsin. The company rents aerial work platforms (boom lifts up to 185 ft, electric and rough-terrain scissor lifts, vertical mast lifts, push arounds), telehandlers (including rotating and rough-terrain models), warehouse forklifts, utility vehicles, and welders to contractors, equipment owners/operators, and warehouse operators. Its core technology stack is built on the Point-of-Rental software platform (indicated by the website footer), supporting an online catalog, request-a-quote workflow, and a customer portal at gorprents.myportal.rent.

The business model is primarily usage-based rental revenue, billed daily, weekly, or monthly on a quote basis, complemented by four ancillary revenue streams: OEM parts sales (Cummins, Genie, JLG, Skyjack, MEC, etc.), service and repair performed by Local 150 Union mechanics with field service trucks, safety training for aerial lift and telehandler operators, and used equipment sales channeled through LiftsToday.com. The go-to-market is direct-to-consumer via the website, toll-free 800 line, and walk-in traffic at both branches, with light social media presence on Facebook, Instagram, and LinkedIn. Customer segmentation is horizontal, focusing on construction, maintenance, and warehouse use cases within a single regional market.

The company is privately held and founder-owned by brothers Rob and Paul Snook, who together claim over 30 years of rental industry experience. No external funding rounds, parent entities, M&A activity, regulatory actions, or leadership changes are documented in the available data, and revenue, headcount, and fleet size are not publicly disclosed. Fleet breadth is supported by multi-brand distributor relationships with major OEMs including JLG, Genie, Skyjack, MEC, Yale, Toyota, Hyster, Magni, Polaris, and others.

Name

RP Rents

Legal name

RP Rents

Website

https://gorprents.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

RP Rents is an independently owned equipment rental company headquartered in Naperville, IL with a second branch in Kenosha, WI, renting aerial lifts, telehandlers, forklifts, and related equipment to contractors and warehouse operators across the Chicagoland, NW Indiana, and Southern Wisconsin region.

Ownership category

akta.pro rank

Product category

Equipment Rental Services

NAICS

Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

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

akta.pro secondary industry

Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF)

Keywords

• Aerial equipment rental
• Boom lift rentals
• Telehandler rentals
• Warehouse forklift rentals
• Construction equipment rental

Headquarters

HQ city

Naperville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rentals: Core revenue stream from renting aerial equipment including boom lifts, scissor lifts, telehandlers, forklifts, utility vehicles, push arounds, and material handlers. Pricing is quote-based with daily, weekly, and monthly rental rates available.
2. Parts Sales: Sales of replacement parts for aerial lifts and equipment. Parts include components from brands like Cummins, Genie, Gradall, JLG, Lull, Skyjack, SkyTrak, Snorkel, Duetz, and MEC.
3. Repair Services: Service department providing equipment maintenance and repairs performed by Local 150 Union mechanics, with field service trucks available for on-site jobsite repairs.
4. Used Equipment Sales: Sale of gently used equipment from their rental fleet, with listings available through LiftsToday.com.
5. Safety Training: Training services for employees on safe and proper operation of aerial lifts, mobile elevated work platforms, and telehandlers. Offered at both Naperville and Kenosha locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

RP Rents rents aerial work platforms and material handling equipment — including boom lifts, scissor lifts, telehandlers, forklifts, utility vehicles, push arounds, and welders — to contractors, equipment owners/operators, and warehouse operators across the Chicagoland area, NW Indiana, and Southern Wisconsin, with daily, weekly, and monthly rental terms. The company complements the rental fleet with replacement parts sales, maintenance and repair services performed by Local 150 union mechanics (including on-site field service trucks), safety training for operators, and used equipment sales. Operations run through two branch locations (Naperville, IL and Kenosha, WI), a quote-based online catalog, and a customer portal powered by the Point-of-Rental software platform.

Product overview

RP Rents is an independently owned equipment rental company offering a comprehensive portfolio of aerial work platforms and material handling equipment. The core rental offerings include Boom Lifts (electric articulating, rough terrain, and compact crawler variants from 30 to 185 feet), Electric Scissor & Vertical Mast Lifts (10 to 45 feet for indoor use), Rough Terrain Scissor Lifts (26 to 64 feet for outdoor sites), Telehandlers (5K to 55K capacity, 19 to 115 feet lift height including rotating models), Warehouse Forklifts (3K to 10K capacity electric and LP), Utility Vehicles, Push Arounds, and Welders. The company complements its rental fleet with Parts Sales for major equipment brands, Service & Repair performed by union mechanics, Safety Training for equipment operators, and Used Equipment Sales. The business operates from Naperville, IL and Kenosha, WI locations serving the Chicagoland area, NW Indiana, and Southern Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• Boom Lifts Aerial work platforms available in electric articulating, rough terrain, straight boom, and compact crawler configurations with platform heights ranging from 30 to 185 feet, rented to contractors and operators for elevated work applications.
• Electric Scissor & Vertical Mast Lifts Indoor electric lifts including scissor lifts and vertical mast lifts with platform heights ranging from 10 to 45 feet, rented for warehouse and indoor applications.
• Rough Terrain Scissor Lifts Heavy-duty scissor lifts designed for outdoor construction sites with platform heights ranging from 26 to 64 feet.
• Telehandlers Telescopic handlers available in capacities from 5,000 to 55,000 lbs and lift heights from 19 to 115 feet, including standard, rough terrain, and rotating models.
• Warehouse Forklifts Electric and LP-powered slab forklifts with capacities from 3,000 to 10,000 lbs, plus walk-behind stackers and associated chargers, rented for warehouse and distribution operations.
• Utility Vehicles Personnel and material transport vehicles including electric and gas utility carts, crew vehicles, and utility trailers in various configurations.
• Push Arounds Compact personnel lifts with platform heights of 10, 20, and 30 feet designed for low-level access in confined spaces.
• Welders Miller portable welders and fume extractors available for rental, suitable for on-site fabrication and repair work.
• Parts Sales Sales of genuine replacement parts for aerial lifts and equipment from major brands including Cummins, Genie, Gradall, JLG, Lull, Skyjack, SkyTrak, Snorkel, Deutz, and MEC.
• Service & Repair Equipment maintenance and repair services performed by Local 150 union mechanics, with fully equipped field service trucks available for on-site jobsite repairs and in-shop capabilities to minimize downtime.
• Safety Training Training services for employees on the safe and proper operation of aerial lifts, mobile elevated work platforms, and telehandlers, offered at RP Rents' Naperville and Kenosha locations.
• Used Equipment Sales Sale of gently used equipment from the RP Rents rental fleet, with listings available through LiftsToday.com.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core and minor.

• JLGcoreOthersJLG is a leading manufacturer of aerial work platforms and boom lifts. RP Rents carries JLG equipment in their rental inventory and displays JLG logo as a distributor partner.
• GeniecoreOthersGenie is a manufacturer of aerial lifts and material handling equipment. RP Rents carries Genie equipment in their rental fleet and displays Genie logo as a distributor partner.
• SkyjackcoreOthersSkyjack manufactures aerial work platforms and scissor lifts. RP Rents displays Skyjack logo as a distributor partner.
• MEC (MEC Aerial Work Platforms)coreOthersMEC is a manufacturer of aerial work platforms. RP Rents carries MEC equipment and displays their logo as a distributor partner.
• Hy-Brid LiftsminorOthersHy-Brid Lifts is a manufacturer of electric scissor lifts. RP Rents displays Hy-Brid Lifts logo as a distributor partner.
• YalecoreOthersYale manufactures lift trucks and warehouse equipment. RP Rents displays Yale logo as a distributor partner.
• Toyota Industrial EquipmentcoreOthersToyota Industrial Equipment manufactures forklifts and warehouse equipment. RP Rents displays Toyota logo as a distributor partner.
• HystercoreOthersHyster manufactures lift trucks and material handling equipment. RP Rents displays Hyster logo as a distributor partner.
• MagnicoreOthersMagni manufactures telehandlers and rotating handlers. RP Rents carries Magni equipment (HTH series telehandlers) and displays their logo as a distributor partner.
• Local 150 Union MechanicscoreOthersRP Rents employs Local 150 Union mechanics for equipment maintenance and repairs. This union relationship ensures qualified, professionally trained service technicians.
• CumminsminorOthersCummins manufactures engines and power systems. Listed as a brand carried in parts inventory.
• GradallminorOthersGradall manufactures telescopic material handlers. Listed as a brand carried in parts inventory.
• LullminorOthersLull manufactures telehandlers. Listed as a brand carried in parts inventory.
• SkyTrakminorOthersSkyTrak manufactures telehandlers. Listed as a brand carried in parts inventory.
• SnorkelminorOthersSnorkel manufactures aerial work platforms. Listed as a brand carried in parts inventory.
• DuetzminorOthersDuetz manufactures diesel engines. Listed as a brand carried in parts inventory.
• PolarisminorOthersPolaris manufactures utility vehicles. RP Rents displays Polaris logo as a distributor partner.
• UnicarriersminorOthersUnicarriers manufactures forklifts and material handling equipment. RP Rents displays Unicarriers logo as a distributor partner.
• CushmanminorOthersCushman manufactures utility carts. RP Rents displays Cushman logo as a distributor partner and carries Cushman Minute Miser utility carts.
• EZGOminorOthersEZGO manufactures utility vehicles and golf carts. RP Rents carries EZGO Express 6 Elite utility carts.
• Miller (Miller Welds)minorOthersMiller Welds manufactures welding equipment. RP Rents carries Miller welders and Miller portable fume extractors in their rental inventory.
• Nifty LiftminorOthersNifty Lift manufactures hybrid boom lifts. RP Rents carries the Nifty Lift SP85 4x4 Hybrid model.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mazzella Companies: Independently owned provider of overhead cranes, rigging, and material handling equipment with rental, parts, and service offerings. Compares to RP Rents as a multi-product, multi-stream independent rental/sales/service operator serving industrial and construction customers.
• Ahern Rentals: Family-owned, independent equipment rental company with a strong aerial work platform fleet and national branch footprint. Closely comparable to RP Rents in ownership profile (independent, founder-led), product mix (aerial, material handling, telehandlers), and customer base (contractors, industrial accounts).
• Wirtz Rentals: Independent aerial work platform and equipment rental operator serving the Midwest. Comparable to RP Rents in regional focus, aerial lift product mix, and serving contractors and industrial customers with quote-based rental, parts, and service.

Emerging players

• EquipmentShare: Tech-enabled equipment rental marketplace and fleet operator with aerial and material handling categories. Competes with RP Rents by offering a broader digital booking experience and telematics-driven fleet visibility, though at earlier-stage scale than national incumbents.
• BigRentz: Online equipment rental marketplace aggregating aerial, forklift, and material handling inventory from independent rental companies. Directly overlaps RP Rents' aerial and forklift rental categories by enabling contractors to source the same equipment classes online.

Broad incumbents

• Caterpillar Cat Rental Store: Dealer-network-based rental operation offering aerial lifts, material handling, and earthmoving equipment under the Cat brand. Overlaps with RP Rents' aerial and material handling categories and serves similar contractor and industrial customers in shared geographies.
• Herc Rentals: Public equipment rental platform formed from the spin-off/merger of H&E and NES Rentals, focused on aerial, earthmoving, and material handling equipment. Operates branches across the Midwest and competes head-to-head with RP Rents for aerial and industrial customers.
• Sunbelt Rentals: Largest aerial work platform and construction equipment rental operator in North America. Competes with RP Rents in the same aerial lift/telehandler/forklift rental category, but operates nationally with vastly deeper fleet, more branches, and broader customer reach.
• United Rentals: Largest equipment rental company in the world, with a substantial aerial lift and material handling fleet. Directly overlaps RP Rents' core product categories but at national scale, with significant pricing and fleet-availability advantages in the Chicago metro.

Regional players

• Altec: Manufacturer and provider of aerial devices, utility equipment, and material handling solutions with a strong presence in the Midwest. Comparable to RP Rents in aerial work platform product focus and customer base of contractors and industrial operators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/people/RP-Rents/61558432731562/?mibextid=ZbWKwL
• LinkedInlinkedin.com/company/rp-rents
• Instagraminstagram.com/rp_rents

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 RP Rents