Rent to Own custom wheels represent a huge growth opportunity in an industry some say is reaching maturity. Fewer than 150 rent to own wheel locations exist in the US today.

The 6th Annual DUB Magazine Custom Auto Show was held at Americas Center in St. Louis, Missouri Sunday. Over 20,000 people attended the event that featured some of the nation's top custom wheel suppliers.

DUB, founded in January 2000, is an "Automotive lifestyles" MAGAZINE AND covers the urban custom car culture. DUB, according the Urban Dictionary, is slang for twenty inch rims.

While "DUB" may not be familiar to many of us, a quick check of the shows main sponsors reveals how mainstream this category has become; Best Buy, XM Radio, even Hot Wheels has a prominent display.

Making a car an extension of your personality is nothing new, the choices are simply more broad. In the 1950s, it was fuzzy dice and chrome valve covers. In the 60s it was psychedelic paint and peace symbol grills. Custom automotive accessories have evolved like every other technology. Today, a car lover's options are limited only by his imagination and wallet. The single common denominator is wheels. And the market is enormous.

According to Larry Sutton, founder of Rent-N-Roll, the US custom wheel market is $3.9 billion and growing. "Industry estimates say the custom wheel market will reach $10 billion by 2010," said Sutton.

Rent to Own custom wheels represent a huge growth opportunity in an industry some say is reaching maturity. Fewer than 150 rent to own wheel locations exist in the US today. Sutton says, "That spells opportunity." The secret is loving cars, and knowing the business, which is vastly different from traditional rent to own.

The average wheel rental agreement is $75 per week. "It's a sale from the get-go," says Sutton. Unlike traditional RTO, wheel rental is seldom done on impulse, and nearly 50% of the business is cash; compared to less than 5% in a traditional rental purchase operation.

Click play above to see video shots and listen to our interview with Larry Sutton.

See a complete photo gallery (186 pics) of the 2006 DUB Show in St. Louis, Missouri here.