By Jocelyn, Swanson

I want to capitalize on a fairly new concept in rent to own that’s growing.
Tom Gould, Premier Wheel Rentals Franchisee

Tom Gould, Premier Franchisee.

Seventeen-year RTO veteran Tom Gould was happy and successful as regional director for Rent-A-Center. Gould advanced in the company, managing as many as 61 stores in four states. But entrepreneurial blood runs thick in Gould’s veins, and he couldn’t help noticing new opportunities within the Rent-to-Own (RTO) industry, one of which was in wheel rentals. He saw several RTO companies branching out into that business, and he knew the time was right to be part of it somehow. He’ll open his new Premier Wheel Rentals franchise store soon in Greensboro.

“I come from a family of entrepreneurs,” says Tom. “I feel that it is the right time for wheel rentals and that the product is right. I want to capitalize on a fairly new concept in rent to own that’s growing. I don't want to wake up later and wonder if I should have done it.”

The concept of rent-to-own custom wheels has rapidly gained popularity in the past 10 years among customers who want to distinguish themselves through their automobiles but who may not have the money or credit to do so. “Wheel rentals gives people the chance to experience the American way – instant gratification,” says Tom who adds that it is one of the fastest growing new segments of the RTO industry, and all the big RTO companies are either offering it or testing it.

Recognizing its potential, Tom researched wheel rentals and concluded that there was really only one company with the experience he felt he could count on as he launched his own business: Premier Wheel Rentals. He found that, while a relatively new business within the Premier family of companies (that also includes Premier Rental-Purchase, Premier Home Furnishings and U-Gethcha Cash Services), Premier Wheel Rentals offered the expertise of its president, Scott Savell, known in the industry as a pioneer.

“I went with Premier because Scott has been doing this for 12 years. All I have to do is hit the phone to get my questions answered.”

Scott Savell, President, Premier Wheel Rentals.

And there have been questions. Wheel rentals presents a steep learning curve for any RTO owner-operator. According to Scott, there are many overlaps between RTO and wheel rentals, and wheels is a natural addition to an RTO operation. But then there is the issue of providing custom automotive products and services, and that requires extensive knowledge.

“People don’t realize how highly customized this business is and the importance of becoming knowledgeable about tire sizes, offset, vehicle makes and what fits and what doesn’t when going from stock to custom," says Savell. "It is incredibly precise and difficult."

Savell says that one of Premier's competitive advantages is that it attracts dealers who prioritize customer service and understand the importance of making things work for their customer. "That’s what sets us apart," he said. "And it describes Tom perfectly. I am so excited he has joined Premier.”

In addition to keeping customers satisfied, Tom understands the importance of collections. Once a top 100 operator working for the largest RTO company in the world, he had earned a reputation for running some of the best collections in the company by keeping past dues as low as possible and by doing things right on the front end. “You need to say no when a person doesn’t meet the criteria. You have to make sure a customer does what he is supposed to do but also be a sales person to make a delivery.” He feels being oriented that way will be an asset in his new business and carry over nicely into wheel rentals.

Both Tom and Scott agree that along with customer service and a growing understanding of custom wheel rentals, there is another key factor that will bring success to Tom’s new business –the depth of experience in franchising that the Premier Companies’ president/CEO Trooper Earle brings to the table for an incredible opportunity for any dealer.

“The assistance and expertise offered by Premier as a franchising organization completes the package,” says Trooper. “RTO and wheel rentals are a logical fit. But as logical as it sounds, it’s impossible to make it happen successfully without the in-depth understanding of the wheel rentals industry that someone like Scott offers, an experienced rent-to-own industry entrepreneur who is willing to learn the nuances of that industry, and the franchising expertise to back up a dealer and give him or her an edge. Even though wheel rentals is fairly new to Premier, the steps involved in opening a successful franchise carry over as does Premier’s commitment to continued support.”

“I appreciate the ways Premier has helped me get my business going with the business plan and in helping me find my building, etc. It’s what I expected, what I was looking for,” says Tom.

While Tom knows there are many 60-hour weeks of work up ahead, and that is what he thrives on, he looks forward to some flexibility in his schedule as owner-operator of his Premier Wheels store.

“I want to go fishing with my dad. Having my own business will allow me some flexibility. I’ll be my own boss!”

Tom has scheduled his grand opening for August 1. It’s the beginning of a new era for him as he ventures out to capture his share of opportunities in a new yet related industry. He’s eager to transfer important knowledge and experience to his own operation and feels very much supported by the Premier network that is right there with him.

The national office of Premier Wheel Rentals is located in Williamsburg, Virginia. All Premier stores are independently owned and operated. Visit Premier’s website at www.premierwheels.net or call (800) 2-Premier and ask for Scott Savell."