AWRS Midwest

What AWRS Midwest does

Alloy Wheel Repair Specialists (AWRS), the parent network in which AWRS Midwest operates, is a US-based franchise business that delivers specialized alloy wheel repair, refinishing, remanufacturing, and customization services. The legal entity, Alloy Wheel HoldCo, LLC, is a Georgia-incorporated LLC operating the AWRS brand across multiple locations, including a corporate office in the 770 area code and confirmed franchise sites in Georgia (Atlanta/Norcross) and Missouri (Independence, 64057). Service offerings span seven core repair categories — wheel refinishing, wheel remanufacturing, curb rash repair, wheel straightening, cracked wheel repair, OEM wheel replacement, and wholesale wheel repair — complemented by custom coloring (powder coating and paint). The underlying technology is physical rather than digital: alloy wheel repair and refinishing equipment used in stationary workshops and on-site via a mobile technician dispatch service, with a lifetime warranty offered on completed repairs.

The business model combines consumer-direct service revenue (quote-based unit pricing for one-off repair, refinishing, and coloring jobs) with hardware sales through a dedicated OEM replacement e-commerce storefront (awrswheels.com) and B2B professional services to fleet operators and dealerships. Distribution is franchise-led, with independently operated locations generating service revenue under the AWRS brand plus franchise fees/royalties flowing to the HoldCo. Two named channel partnerships — Discount Tire and SilverRock — extend reach into tire-retail referral and warranty/insurance claims flows respectively. Marketing operates across owned website content, blog, social media (Facebook, YouTube, LinkedIn, X), an email newsletter (AWRS Insider), and review platforms; the company also maintains vendor, employee, and customer operational portals powered by NetSuite. AWRS Midwest itself represents the Midwest regional franchise footprint within this broader network, and the entity does not disclose revenue, headcount, leadership, or ownership details.

Name

AWRS Midwest

Legal name

Alloy Wheel HoldCo, LLC

Website

https://awrsmidwest.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

AWRS Midwest is a US franchise location within Alloy Wheel Repair Specialists' network, delivering specialized alloy wheel repair, refinishing, remanufacturing, and custom coloring services to individual vehicle owners, fleet operators, and automotive dealerships.

Ownership category

akta.pro rank

Product category

Automotive Wheel Repair Services

NAICS

Automotive Parts and Accessories Retailers (44133), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Brakes, Steering & Suspension Services (TLAKAAAC)

Keywords

• Alloy wheel repair
• Wheel refinishing
• Curb rash repair
• Wheel straightening
• Wheel powder coating

Headquarters

HQ city

Norcross

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wheel Repair Services: One-time service revenue from wheel repair, refinishing, straightening, and remanufacturing. Pricing varies by damage type and wheel complexity.
2. Custom Coloring Services: Revenue from powder coating and custom paint services for wheels.
3. OEM Wheel Replacement: Sale of OEM replacement wheels directly to consumers.
4. Wholesale Services: B2B wheel repair services for fleet operators, car dealerships, and other businesses requiring volume wheel maintenance.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

AWRS Midwest provides professional alloy wheel repair, refinishing, and customization services through its franchise location in Independence (64057). Core offerings include wheel refinishing, wheel remanufacturing, curb rash repair, wheel straightening, cracked wheel repair, OEM wheel replacement, wholesale wheel repair for commercial clients, and custom coloring services via powder coating and paint. Services are delivered at physical franchise storefronts, via mobile technician dispatch, and through an OEM wheel e-commerce platform.

Product overview

Alloy Wheel Repair Specialists (AWRS Midwest) operates as a service-based business offering a comprehensive suite of wheel repair and customization solutions. The core service portfolio centers on mechanical repair services including Wheel Refinishing, Wheel Remanufacturing, Curb Rash Repair, Wheel Straightening, Cracked Wheel Repair, OEM Wheel Replacement, and Wholesale Wheel Repair. These are complemented by custom coloring offerings via Wheel Powder Coating and Wheel Paint. The business model includes mobile technician dispatch services, insurance claim support, and retail locations, serving individual vehicle owners, automotive dealerships, and fleet operators.

Differentiator

Problem solved

Functional benefit

Products and services

• Wheel Refinishing Professional refinishing service that restores the appearance of damaged or worn alloy wheels to their original finish. For individual vehicle owners and commercial clients seeking cosmetic restoration.
• Wheel Remanufacturing Comprehensive remanufacturing process that rebuilds and restores alloy wheels to like-new condition. For owners of severely damaged wheels where simple repair is insufficient.
• Curb Rash Repair Specialized repair service that addresses cosmetic damage caused by contact with curbs during parking or driving. For vehicle owners needing cosmetic wheel restoration.
• Wheel Straightening Technical service that corrects wheel warping, bending, or deformation to restore proper alignment and balance. For vehicle owners with bent or out-of-round wheels.
• Cracked Wheel Repair Repair service for cracked or structurally compromised alloy wheels, restoring structural integrity. For owners of structurally damaged wheels needing safety-restoring repair.
• OEM Wheel Replacement Sale of original equipment manufacturer replacement wheels when repair is not feasible, sold directly to consumers via the awrswheels.com e-commerce platform.
• Wholesale Wheel Repair Bulk repair services for automotive dealerships, fleet operators, and other businesses requiring high-volume wheel repair and reconditioning.
• Wheel Powder Coating Durable powder coating finish applied to wheels for enhanced appearance and protection against corrosion. For vehicle owners seeking custom coloring and durable finish.
• Wheel Paint Custom paint application service for alloy wheels, including color changes and custom finishes. For vehicle owners wanting personalized wheel aesthetics.

Quantifiable outcome

• Lifetime warranty available on wheel repairs

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• SilverRockcoreChannel Partner/ Reseller/ DistributorSilverRock wheel protection program partner. AWRS provides wheel repair services for vehicles covered under SilverRock wheel protection plans.
• Discount TirecoreChannel Partner/ Reseller/ DistributorDiscount Tire partnered with AWRS for wheel repair services, providing customers with integrated wheel care solutions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Fix Auto USA: Franchised collision repair network with strong insurance relationships; comparable franchise structure and service-line overlap on cosmetic wheel repair.

Broad incumbents

• Maaco: Largest franchised auto body and paint repair chain in North America. Overlaps in cosmetic wheel refinishing as part of broader body work, with a similar franchise-led national footprint and insurance-channel orientation.
• Service King Collision: National collision repair MSO; competes for insurance-driven wheel and body repair volume, comparable in multi-site operating model and B2B/insurance channel mix.
• Crash Champions: Growing national collision repair chain with insurance-driven volume. Comparable as a multi-location operator addressing cosmetic/structural vehicle damage with insurance-claim workflows.
• Meineke Car Care Centers: Franchised general automotive repair chain. While broader in scope, it competes for the same consumer wheel/brake/suspension service wallet and operates a comparable franchise distribution model.
• Caliber Collision: Largest US collision repair chain. Overlaps with AWRS on cosmetic wheel repair performed as part of broader collision jobs, and competes for the same insurance-channel demand.

Direct peers

• Safelite AutoGlass: National franchise specializing in a single component (windshield) repair and replacement. Closely analogous in franchise model, mobile dispatch, insurance partnerships, and lifetime-style warranty positioning to AWRS's wheel focus.
• Dent Wizard: National franchise specializing in paintless dent repair and ancillary cosmetic auto repair; comparable franchise model, mobile dispatch capability, and B2B fleet/insurance channel strategy for cosmetic vehicle restoration.
• Novus Glass: Franchised windshield repair specialist with mobile service and insurance channel integration—directly comparable in single-component franchise repair model and B2B/insurance go-to-market.

Emerging players

• Wrench (mobile auto services): On-demand mobile auto maintenance and repair platform; comparable mobile-dispatch value proposition that could expand into wheel refinishing as a competitor or partnership channel for AWRS.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AWRSINC
• YouTubeyoutube.com/c/AWRSwheelrepairINC
• Facebookfacebook.com/awrswheelrepairllc
• LinkedInlinkedin.com/company/awrs-midwest

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 AWRS Midwest