Reliant Fire Apparatus Inc

What Reliant Fire Apparatus Inc does

Reliant Fire Apparatus, Inc. is a privately held authorized dealer and service provider for fire apparatus and emergency vehicles, founded in 1994 in Slinger, Wisconsin by Scott Krueger, a former Pierce Manufacturing employee. The company sells, services, and supplies parts for a multi-brand portfolio led by Pierce Manufacturing — the leading fire apparatus manufacturer in North America — and complemented by Frazer and PL Custom (EMS vehicles), Skeeter, BME, and EJ Metals (wildland and brush apparatus), Frontline Communications (mobile command vehicles), and Oshkosh Airport Products (ARFF vehicles), along with used apparatus through a Brindlee Mountain collaboration and a catalog of ancillary products (Genesis Rescue Systems extrication tools, Whelen warning lights, FireTech LED scene lighting, Emergent fleet management, SAM Boost automated water flow, Vital Trends warranty). Customers are exclusively municipal fire departments, EMS agencies, airport fire/rescue operators, and other public safety agencies, served across Wisconsin, Iowa, and Michigan.

Reliant's go-to-market is a regional field sales model with dedicated territory-based representatives, supported by event-driven demand generation through Pierce Road Rally stops and conferences such as the Wisconsin State Chiefs Association show. Pricing is per-unit custom quote on multi-year contract cadence, with financing facilitated through PNC Equipment Finance at tax-exempt rates. Revenue is generated through four streams: new apparatus sales (one-time, large-ticket), parts sales through fully stocked parts rooms at each facility, service and repair (warranty, preventative maintenance, pump testing, DOT certification, mobile service), and financial solutions facilitation. Indirect distribution runs through cooperative purchasing programs (HGACBuy, NASPO, NPPGov, Sourcewell).

The company has scaled from a single Wisconsin dealership in 1994 to a three-state operation with three physical facilities (Slinger WI, Des Moines IA, Wixom MI) and a service footprint that includes a 16,000-square-foot Des Moines service center opened in 2022. Over 1,500 vehicles have been placed in service since inception, the customer base exhibits an over 80% repeat-purchase rate, and the company was named 2024 Pierce Dealer of the Year for Outstanding Growth and Service. The business remains 100% founder-owned with no disclosed external capital raises.

Name

Reliant Fire Apparatus Inc

Legal name

Reliant Fire Apparatus, Inc.

Website

https://reliantfire.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Reliant Fire Apparatus, Inc. is a privately held authorized dealer of Pierce Manufacturing and other fire/emergency vehicle brands, selling, servicing, and supplying parts to municipal fire departments across Wisconsin, Iowa, and Michigan. Founded in 1994, the company has placed over 1,500 vehicles in service and was named 2024 Pierce Dealer of the Year.

Ownership category

akta.pro rank

Product category

Fire Apparatus & Emergency Vehicle Dealership

akta.pro primary industry

Fire Extinguisher Services (Inspection/Recharge/Hydrostatic Testing) (IMAIAJAD)

akta.pro secondary industries

Fire Protection Systems Contracting (Sprinklers, Alarms, Suppression) (IMAFALAD), Fire Extinguishers & Suppression Equipment Services (Inspection/Recharge/Hydrotest) (BPABAHAC), Testing, Inspection, Maintenance & Compliance Services (NFPA/Local Code) (HSAHAFAG)

Keywords

• Fire apparatus dealer
• Emergency vehicles sales
• Fire truck service
• Fire apparatus parts
• Emergency response equipment

Headquarters

HQ city

Slinger

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Fire Apparatus Sales: Reliant Fire Apparatus sells new fire apparatus and emergency vehicles as an authorized dealer for Pierce Manufacturing and other brands including Frazer, Skeeter Emergency Vehicles, BME, Frontline Communications, Oshkosh Airport Products, and PL Custom. Sales are made to municipal fire departments, emergency services agencies, and public safety agencies.
2. Financial Solutions / Equipment Financing: Reliant Fire Apparatus offers tailored financial solutions through PNC Equipment Finance, providing lease plans with tax exempt rates, flexible payment plans, and quick approvals to assist fire departments in equipment procurement.
3. Parts Sales: Reliant Fire Apparatus sells OEM parts for Pierce Manufacturing apparatus and components from manufacturers such as Akron Brass, Elkhart Brass, Waterous, Class One, Hale, Fire Research Corp., and Code 3 PSE. Parts are sold through fully stocked parts rooms at each location.
4. Service and Repair: Reliant Fire Apparatus provides service and repair including warranty work, preventative maintenance, general repairs, inspections, pump testing, aerial maintenance, and DOT certification. Services are available at physical locations and through mobile service units deployed to customer stations.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Reliant Fire Apparatus is an authorized dealer and service provider for fire and emergency vehicles manufactured by Pierce Manufacturing and other partner brands. The company sells new and used fire apparatus including custom pumpers, aerials, tankers, wildland units, ambulances, ARFF vehicles, and communications vehicles. It also provides OEM parts distribution, comprehensive service and repair (including 24/7 emergency support, pump testing, preventative maintenance, and DOT certification), equipment mounting, cooperative purchasing facilitation, and financing solutions through PNC Equipment Finance.

Product overview

Reliant Fire Apparatus Inc is an authorized dealer of fire apparatus and emergency vehicles serving Wisconsin, Iowa, and Michigan. The company operates as a multi-brand dealer offering a comprehensive portfolio of fire and emergency vehicles from primary manufacturer Pierce Manufacturing, along with EMS vehicles (Frazer, PL Custom), wildland apparatus (Skeeter, BME, EJ Metals), communications vehicles (Frontline Communications), and airport ARFF vehicles (Oshkosh Airport Products). The product lineup also includes used apparatus through Brindlee Mountain Fire Apparatus partnership, stock/demo units for immediate delivery, and a range of complementary products including Genesis Rescue Systems extrication tools, Whelen warning lights, FireTech LED scene lighting, Emergent fleet management software, SAM BOOST automated water flow systems, and Vital Trends extended warranty protection. The company provides full-service support including Pierce parts distribution, pump testing, preventative maintenance, equipment mounting, cooperative purchasing coordination, and financing solutions through PNC Equipment Finance. Founded in 1994 and incorporated in Slinger, WI, Reliant Fire has placed over 1,500 vehicles in service and was named 2024 Pierce Dealer of the Year.

Differentiator

Problem solved

Functional benefit

Products and services

• Pierce Manufacturing Fire Apparatus Complete line of fire and rescue vehicles for municipal fire departments including custom pumpers, commercial pumpers, tenders, mini pumpers, wildland units, aerial ladders, aerial platforms, rescues, and industrial foam vehicles. Pierce engineers and manufactures their own chassis, suspension, cab, body, aerial device, foam system, and pump.
• Frazer Emergency Vehicles Emergency Medical Services (EMS) vehicles including Type I Classic and Type III Medallion ambulances, along with Mobile Clinics and Mobile Stroke Units. Available with factory-direct low cost of ownership, best HVAC system, and best power options in the industry.
• Skeeter Emergency Vehicles Off-road firefighting and rescue vehicles manufactured in Hillsboro, TX, including brush trucks, skid units, flat-beds, step-side, and rescue-side options. Offers Type 3 and Type 5 wildland configurations with a five-year parts and labor warranty.
• BME Fire Trucks Wildland fire apparatus manufactured for CAL FIRE, BLM, USFS, and municipal fire departments across the US and Canada. Family-owned manufacturer with over 30 years of experience, branded leader in wildland fire apparatus built for safety, durability, and performance.
• Frontline Communications Vehicles Custom broadcast and communications vehicles manufactured since 1985, offering broadcast, mobile command and communications, law enforcement, and specialty vehicles with innovative designs and integrated system solutions from a 100,000+ square foot facility in Clearwater, FL.
• Oshkosh Airport Products (ARFF) Airport Rescue Fire Fighting (ARFF) vehicles with innovative fire suppression technology, unmatched chassis performance, advanced safety systems, and smart design for maximum reliability and durability. Oshkosh has pioneered ARFF vehicles since the 1950s.
• PL Custom Ambulances Emergency ambulances since 1946 offering Type I Classic, Type III Medallion, and Medium Duty Titan models with extruded aluminum framework, single-piece aluminum side and roof sheets, full-length side impact rails, and ergonomic 'Medic in Mind' interiors.
• Pierce Stock/Demo Units Pierce Manufacturing stock program of trucks for immediate or shortened delivery lead time, including more than 50 apparatus at any given period covering platforms, aerials, custom and commercial pumpers, tankers, rescues, and wildland units. Demo units also available for evaluation.
• Used Apparatus (Brindlee Mountain) Used fire apparatus buying and selling services in collaboration with Brindlee Mountain Fire Apparatus, one of the largest suppliers of used fire apparatus in the country with 34 full-time personnel, 12,000+ square feet of facilities, 14 service bays, and two on-site pump testing facilities.
• EJ Metals Products Wildland fire trucks, brush trucks, UTVs, all-terrain fire vehicles, specialty rescues, dump chutes, skid units, and ultra-high pressure (UHP) firefighting systems. EJ Metals is the leading developer of UHP firefighting systems in the U.S. and offers fully customizable products including the patented 'New Maddic Dump System' and 'Assault Force' high pressure firefighting system.
• Genesis Rescue Systems Equipment and tools for vehicle extrication, stabilization, and forcible entry including conventional hydraulic tools, battery powered hydraulic tools, power units, stabilization equipment, pneumatic tools, and forcible entry tools for first responders and USAR teams.
• Whelen Emergency Warning Products Warning lights, white illumination lighting, sirens, controllers, and high-powered warning systems for automotive, aviation, and mass notification industries. Whelen has been manufacturing in America since 1952 with over 1,000,000 square feet of facilities.
• FireTech LED Lighting LED lighting specifically designed for emergency vehicles, focused on fire trucks and ambulances. Products developed by firefighters for firefighters with a singular focus on forward-facing visible LED scene lighting, backed by a limited lifetime guarantee.
• Emergent Fleet Management Fleet management and incident response solutions offering advanced telemetry integration for fleet vehicles, incident command software, fleet maintenance tracking, and real-time location tracking of vehicles, assets, and personnel.
• SAM BOOST Automated water flow control system that allows up to 2 hose lines to have automated water flow controlled at the nozzle. A scaled-down version of the full SAM system designed to double first crew productivity and improve fireground safety.
• Vital Trends Extended Warranty Emergency vehicle warranty protection providing sustainable solutions to rising repair costs. The only aftermarket warranty coverage specifically tailored for emergency services.
• Under Truck Rinser Corrosion prevention equipment for fire apparatus frames. Connects to standard garden hose faucets (no pressure washer required) and flows at 5-5.5 GPM to clean the underside of vehicles and combat road chemical corrosion.
• Pierce Parts Department Authorized dealer of Pierce Manufacturing parts with fully stocked parts rooms at each location. Offers extensive inventory of Pierce and non-Pierce parts, expedited shipping, operator and service manuals, and access to Pierce's $16 million service parts warehouse in Appleton, WI.
• Pump Testing Services Pump testing and preventative maintenance services performed at customer stations or in-house using mobile trailers. Capable of testing pumps up to 2,000 GPM with NFPA-compliant fully documented test results and foam calibration capabilities.
• Reliant Fire Service Comprehensive service department offering warranty work, preventative maintenance, general repairs, and inspections. Services include 24/7 emergency line, Pierce Platinum Level Dealership backing, Pierce Master Technicians, DOT certification, and mobile service capabilities.
• Equipment Mounting Professional equipment mounting services for fire apparatus and emergency vehicles, coordinating both mobile on-site service and repairs at physical locations.
• Cooperative Purchasing Access to nationwide publicly solicited contracts through cooperative purchasing organizations including HGACBuy, NASPO, NPPGov, and Sourcewell, allowing fire departments to 'piggyback' onto awarded contracts without completing the RFP process themselves.
• PNC Equipment Finance Tailored financial solutions through PNC Equipment Finance providing industry-leading tax exempt rates, zero documentation fees, flexible payment plans, quick approvals often not requiring voter referendums, and ability to defer payment into next budget year.

Quantifiable outcome

• More than 8 out of 10 fire departments that purchase from Reliant purchase again from Reliant
• +1 more outcomes

Named customers16 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Oshkosh Airport ProductscoreChannel Partner/ Reseller/ Distributor · 1 April 2025Reliant Fire Apparatus was named the authorized sales, parts, and service provider for Oshkosh Airport Products in Wisconsin and Iowa in April 2025. Oshkosh Airport Products, a division of Oshkosh Corporation, is the world's leading designer and manufacturer of Airport Rescue Fire Fighting (ARFF) vehicles. Oshkosh ARFF vehicles are known for innovative fire suppression technology, unmatched chassis performance, and advanced safety systems.
• FrazercoreChannel Partner/ Reseller/ Distributor · 1 April 2023Frazer, based in Houston, TX, specializes in Emergency Medical Services (EMS) vehicles including ambulances, Mobile Clinics, and Mobile Stroke Units. Reliant Fire Apparatus handles all sales inquiries for Frazer products in Iowa and Wisconsin. Frazer is a Houston Chronicle Top Workplace and has been in operation since 1956. The partnership was announced in April 2023, with Reliant functioning as an extension of the Frazer team with trained sales and service personnel.
• Pierce ManufacturingcoreChannel Partner/ Reseller/ Distributor · 1 January 1994Pierce Manufacturing is the leading manufacturer of fire apparatus in North America. Reliant Fire Apparatus has been the authorized sales and service provider for Pierce products since 1994. Originally representing Pierce in southern Wisconsin, the company expanded to represent Pierce in all of Wisconsin (2011), Iowa (2011), and Michigan (2025). The partnership covers sales, parts, and service for the complete Pierce product line including custom pumpers, commercial pumpers, aerials, tankers, and wildland units. Pierce's main facility is in Appleton, WI with additional facilities in Bradenton, FL and Weyauwega, WI.
• Brindlee Mountain Fire ApparatusminorChannel Partner/ Reseller/ DistributorBrindlee Mountain Fire Apparatus, located in Union Grove, AL, is one of the largest suppliers of used fire apparatus in the country. Reliant collaborates with Brindlee Mountain to assist customers in buying or selling used apparatus. Brindlee Mountain has 34 full-time personnel, over 12,000 square feet of office and service space, 14 apparatus service bays, and two on-site pump testing facilities. Their mechanics are EVT certified and perform work on over 500 fire trucks every year.
• EJ MetalsminorChannel Partner/ Reseller/ DistributorEJ Metals is a designer and custom manufacturer of wildland fire trucks, brush trucks, UTVs, all-terrain fire vehicles, specialty rescues, dump chutes, skid units, and ultra-high pressure (UHP) firefighting systems. Founded in 1998, EJ Metals is the leading developer and manufacturer of ultra-high pressure firefighting systems in the U.S. Reliant Fire Apparatus represents EJ Metals products including patented systems such as the 'New Maddic Dump System' and 'Assault Force' high pressure firefighting system.
• Genesis Rescue SystemsminorChannel Partner/ Reseller/ DistributorGenesis Rescue Systems specializes in equipment and tools for vehicle extrication, stabilization, and forcible entry. Based in Dayton, OH, they offer a complete compliment of conventional hydraulic tools, battery powered hydraulic tools, power units, stabilization equipment, pneumatic tools, and forcible entry tools for first responders, fire and rescue personnel, USAR teams, and law enforcement.
• Skeeter Emergency VehiclesminorChannel Partner/ Reseller/ DistributorSkeeter Emergency Vehicles manufactures off-road firefighting and rescue vehicles at their facility in Hillsboro, TX. Skeeter brush trucks provide Type 3 and Type 5 wildland configurations, skid units, flat-beds, step-side, and rescue-side options. All units come with a five-year parts and labor warranty.
• BME Fire TrucksminorChannel Partner/ Reseller/ DistributorBME Fire Trucks is a family-owned manufacturer with over 30 years of experience, known as the branded leader in wildland fire apparatus. BME has manufactured apparatus for CAL FIRE, BLM, USFS, and municipal fire departments across the US and Canada.
• Frontline CommunicationsminorChannel Partner/ Reseller/ DistributorFrontline Communications has been a leading custom broadcast and communications vehicle manufacturer since 1985. They offer broadcast, mobile command and communications, law enforcement, and specialty vehicles with over 100,000 square feet of manufacturing space in Clearwater, FL.
• FireTech (HiViz)minorChannel Partner/ Reseller/ DistributorFireTech by HiViz designs and manufactures LED lighting specifically designed for emergency vehicles, focusing on fire trucks and ambulances. Products are developed by firefighters for firefighters with a singular focus on forward-facing visible LED scene lighting, backed by a limited lifetime guarantee.
• Whelen EngineeringminorChannel Partner/ Reseller/ DistributorWhelen Engineering is a global leader in the emergency warning industry, manufacturing in America since 1952. They design and manufacture reliable and powerful warning lights, white illumination lighting, sirens, controllers, and high-powered warning systems for automotive, aviation, and mass notification industries.

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• E-ONE: E-ONE (REV Group subsidiary) is a long-established fire apparatus manufacturer producing custom and commercial pumpers, aerials, rescues, and ARFF vehicles. As a broad fire industry incumbent with deep municipal relationships, it competes for both OEM sales and dealer-service revenue.
• HME Inc. HME is a Michigan-based (thus geographically overlapping with Reliant's newest territory) manufacturer of custom fire apparatus including pumpers, aerials, tankers, and rescues. Geographic overlap and similar product mix make HME a particularly relevant incumbent peer.
• Pierce Manufacturing: Pierce Manufacturing, a subsidiary of Oshkosh Corporation, is the leading fire apparatus manufacturer in North America and Reliant's core brand partner since 1994. While Pierce is a manufacturer rather than a dealer peer, it directly controls Reliant's product allocation, territory rights, and dealer economics.
• Ferrara Fire Apparatus: Ferrara Fire Apparatus (REV Group subsidiary) manufactures custom pumpers, aerials, and industrial fire apparatus. As an alternative OEM that some of Reliant's Midwestern municipal customers may consider in competitive bidding, it is a relevant incumbent peer on the manufacturer side.
• Rosenbauer America: Rosenbauer is the world's largest fire apparatus manufacturer, with U.S. operations based in Wyoming, MN. As a global incumbent competing for the same municipal fire department procurement dollars, Rosenbauer is a directly relevant industry peer even though it does not sell through Reliant.
• KME (Kovatch Mobile Equipment): KME (REV Group subsidiary) manufactures custom and commercial fire apparatus including pumpers, aerials, rescues, and tankers. As another REV-owned fire apparatus brand, it competes with Pierce for the same Midwest fire department sales.
• Spartan Emergency Response: Spartan Emergency Response (REV Group subsidiary) manufactures custom and commercial pumpers, aerials, and rescue apparatus. As a competing manufacturer, it competes with Pierce for the same municipal RFPs that Reliant helps write and win, and competes with Reliant-branded dealer service for parts and warranty work.
• REV Group: REV Group is a publicly traded manufacturer of specialty vehicles including fire apparatus (E-ONE, KME, Ferrara, Spartan Emergency Response, REV Ambulance Group). As both a manufacturer and owner of multiple fire apparatus brands, it represents the primary competitive incumbent to the manufacturer-dealer model that Reliant operates within.

Emerging players

• Marion Body Works: Marion Body Works is a Wisconsin-based manufacturer of fire apparatus, rescue vehicles, and specialty trucks. Geographic proximity to Reliant's home base and direct competition on Wisconsin municipal RFPs make Marion a relevant emerging competitor in Reliant's primary territory.
• Toyne Fire Apparatus: Toyne Fire Apparatus is a smaller, family-owned custom pumper and aerial manufacturer based in Iowa, with deep regional ties across the Midwest. As a smaller OEM competing in the same geographic footprint, Toyne overlaps with Reliant on the buyer side and represents an emerging alternative supplier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/reliant-fire-apparatus-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Reliant Fire Apparatus Inc