Rental Works

What Rental Works does

Rental Works was a private industrial and construction equipment rental company founded in 1986 and based in Richmond, Virginia. The company rented aerial work platforms (scissor lifts, boom lifts), earthmoving equipment (mini excavators, skid steers, compact track loaders), forklifts, telehandlers, and air compressors, and supplemented its core rental business with used equipment sales, training services via United Academy, and specialty solutions. Customer segments were verticalized across construction, industrial and manufacturing, civil and infrastructure, and oil and gas end-markets, with usage-based daily, weekly, and monthly rental pricing. The company had a lean operating footprint of 14 employees and a single-city base prior to its acquisition.

Rental Works has been acquired by United Rentals (NYSE: URI), the largest equipment rental operator in North America, and is no longer operating as an independent entity. Former Rental Works customers have been integrated into United Rentals' network of 1,278 rental locations across North America, gaining access to the largest and most versatile fleet of industrial and construction equipment in the industry. The combined platform supports multi-channel customer engagement — physical branch network, online marketplace, 24/7 contact center, social media, and digital self-service through the United Rentals Mobile App (iOS and Android) and the Total Control online account management platform, which provide online reservations, delivery tracking, equipment utilization visibility, invoicing, and payments.

The business model is usage-based equipment rental anchored by physical fleet distribution, with secondary revenue from used equipment resale, training, and specialty solutions (Power & HVAC, Fluid Solutions, Trench Safety, Storage Containers & Mobile Offices, Reliable Onsite Services). Pricing is quote-based and not publicly disclosed, varying by equipment type, rental duration, and location. Customer acquisition combines enterprise field sales through branch account managers with self-service and direct-to-consumer transactions through the online marketplace and mobile app.

Name

Rental Works

Legal name

Rental Works

Website

https://rentalworks.com

Company type

Private

Operating status

Acquired

Headcount range

11–50 employees

Short description

Rental Works is a Richmond, Virginia-based industrial and construction equipment rental company founded in 1986 that has been acquired by and integrated into United Rentals, the largest equipment rental operator in North America.

Ownership category

akta.pro rank

Product category

Construction Equipment Rental

NAICS

Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241), Commercial and Industrial Machinery and Equipment Rental and Leasing (5324)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350), Construction Machinery & Equip (3531), Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Earthmoving & Excavation Equipment Rental/Leasing (TLABAFAA)

akta.pro secondary industries

Lifting & Hoisting Rental & Leasing (IMAHAJAN), Site Services & Temporary Infrastructure Rental/Leasing (Portable Toilets, Fencing, Storage Containers) (TLABAFAH), Industrial Cleaning & Environmental Equipment Rental/Leasing (Vacuum Trucks, Dust Control, Dehumidifiers) (TLABAFAK)

Keywords

• Construction equipment rental
• Industrial equipment leasing
• Aerial work platforms
• Specialty worksite solutions
• Fleet rental services

Headquarters

HQ city

North America

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rental: Rental of industrial and construction equipment including aerial work platforms, earthmoving equipment, forklifts, compressors, and specialty solutions. Revenue generated from daily, weekly, and monthly rental periods.
2. Used Equipment Sales: Sale of quality maintained used equipment from rental fleet.
3. Specialty Solutions Services: Additional services including power and HVAC, fluid solutions, trench safety, reliable onsite services, storage containers, and mobile offices.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Rental Works, now part of United Rentals, rents industrial and construction equipment including aerial work platforms, forklifts, telehandlers, mini excavators, skid steers, compact track loaders, and air compressors to construction, industrial, and infrastructure customers across North America. The offering is supported by specialty solutions (Power & HVAC, Fluid Solutions, Trench Safety, Storage Containers & Mobile Offices, Reliable Onsite Services) and digital account management tools (mobile app, online marketplace, Total Control platform).

Product overview

Rental Works is now part of United Rentals, forming a unified equipment rental platform offering the largest and most versatile fleet of industrial and construction equipment in North America. The core offering centers on equipment rental (aerial work platforms, telehandlers, excavators, skid steers, compressors) supported by specialty solutions including Power & HVAC, Fluid Solutions, Trench Safety, Storage Containers & Mobile Offices, and Reliable Onsite Services. Digital capabilities are delivered through the United Rentals Mobile App and Total Control online platform for equipment management and account access. United Academy provides training and certification services, and the company also sells quality maintained used equipment.

Differentiator

Problem solved

Functional benefit

Products and services

• Equipment Rental Rental of industrial and construction equipment including aerial work platforms (scissor lifts, boom lifts), forklifts, telehandlers, mini excavators, skid steers, compact track loaders, and air compressors to construction companies, general contractors, industrial facilities, and infrastructure projects across North America.
• Power & HVAC Solutions Temporary power generation and climate control solutions for worksites, providing heating, ventilation, air conditioning, and electrical power where permanent infrastructure is unavailable or insufficient.
• Fluid Solutions Fluid management and handling solutions for industrial applications, including pumps, tanks, and related equipment for worksite fluid transfer and storage needs.
• Trench Safety Trench shoring and safety equipment including engineered shoring systems designed to protect workers in excavation and trenching operations on construction and infrastructure projects.
• Storage Containers & Mobile Offices Temporary storage containers and mobile office solutions deployed to worksites for secure on-site storage of materials, tools, and equipment, and to provide office space at job locations.
• Reliable Onsite Services Onsite sanitation and facility services including restroom trailers and related temporary facilities deployed to worksites to support crews and visitors.
• Used Equipment Sales Sale of quality maintained used equipment from the rental fleet, including forklifts, scissor lifts, boom lifts, and mini excavators, with financing options available.
• United Academy Training Training services offering courses for certifications, safety training, and career development for construction and industrial workers, with transcripts and credentials tracked online.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• United RentalsflagshipOthersRental Works has been acquired by and joined United Rentals, becoming part of the largest equipment rental company in North America. Rental Works customers are welcomed into the United Rentals customer base and gain access to United Rentals' comprehensive fleet of industrial and construction equipment through the integrated network of 1,278 locations.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• United Rentals: Parent company of Rental Works and the largest equipment rental company in North America, operating 1,278+ branches and the broadest construction/industrial fleet. Direct overlap on every product line and customer segment Rental Works serves, plus the digital platform that now powers the integrated business.
• Ashtead Group: UK-listed parent of Sunbelt Rentals, operating the second-largest rental fleet in North America. Comparable global equipment rental platform with similar end-market exposure to construction, industrial, and infrastructure customers.

Direct peers

• Herc Rentals: Public equipment rental company (NYSE: HRI) with a strong North American footprint across aerial, earthmoving, forklifts, and specialty solutions such as power and climate. Competes head-to-head with United Rentals/Rental Works in industrial and infrastructure end markets.
• H&E Equipment Services: Public equipment rental company (NASDAQ: HEES) operating a large aerial, earthmoving, and crane fleet across the US. Direct overlap with Rental Works in heavy construction equipment and specialty rental categories.
• BlueLine Rental: Mid-sized aerial, earthmoving, and material handling rental company with branches across the US. Direct competitor for contractors needing scissor lifts, boom lifts, mini excavators, and compact equipment in regional markets.
• Sunbelt Rentals: Second-largest equipment rental company in North America with a national branch network and full aerial, earthmoving, forklift, and specialty solutions portfolio. Directly competes for the same construction and industrial customers with comparable fleet breadth and digital ordering.

Regional players

• BrandSafway: Largest specialty provider of scaffolding, trench safety, and shoring solutions in North America. Directly comparable to Rental Works' Trench Safety specialty solution and serves overlapping construction and infrastructure customers.
• Sunstate Equipment Co. Construction and industrial equipment rental company operating across the western and southern US. Comparable fleet mix (aerial, earthmoving, forklifts) with regional branch density similar to a small player like Rental Works.

Emerging players

• Caterpillar Cat Rental Store: Caterpillar's dealer-led rental network offering construction, aerial, and material handling equipment under the OEM brand. Competes on equipment reliability and dealer service, particularly with contractors loyal to the Cat brand.
• Home Depot Rental: Tool, truck, and equipment rental program operated through Home Depot's 2,000+ US stores. Competes at the smaller end of the same construction customer base with convenient retail pickup and short-duration rentals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/UnitedRentals
• YouTubeyoutube.com/channel/UCJqx4efP89s7kkS9hb-C5Cg
• Facebookfacebook.com/United-Rentals-200631115132
• LinkedInlinkedin.com/company/rental-works-usa

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 Rental Works