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Locally Owned & Operated since 1993!

In 1993, Jesse Hubbard was running a same-day delivery company. Things were going so well that he was always needing more vehicles. There were no options around that would allow him to flex the size of his fleet to meet his needs. So, as any good entrepreneur would do, he built his own solution.


That is how Rugged Rental was born. It soon became his primary focus as more customers called for rentals than for deliveries.


A lot has changed in twenty-five years. The fleet has grown. The team has grown. But most things are still the same.


We still have the same values centered on excellent customer service.  We believe there is still room for the tried and true approach to doing business. Take care of your customers and treat them like people and everything else will take care of itself.

Meet the Team

Jesse Hubbard

President & Owner

Jesse Hubbard has lived in Utah all his life. He worked as a computer programmer and consultant while in college. In 1991, he graduated from Weber State University with a business degree in Finance. Jesse then became part owner in a same day delivery business. In 1993, Jesse noticed a need for short term pickup truck rentals and started Rugged Rental with a few trucks to rent to his delivery company. It did not take long before the truck rental venture was taking all of his time and energy. Over the years, Rugged Rental has added SUV's, vans, and cars to the rental fleet, while pickup trucks remains the businesses primary competency.


Jesse is married with 5 children and several grandchildren. He loves to ride motorcycles (both street & dirt bikes) and also enjoys snowboarding, water skiing, and all kinds of other outdoor recreation. He is a devoted family man and can be often found surrounded by laughing kids.

Chad Knavel

Vice-President & GM

Chad has been with Rugged Rental & Sales since 2005. Prior to coming to Rugged he had been the National Sales & Marketing Director for First Choice Solutions. In his time at Rugged, the company has grown exponentially with his leadership. Chad has created a great company culture and principle centered business approach. Rugged prides itself in building long lasting relationships and has developed a very loyal clientele of recreational travelers, businesses, and local renters. Rugged Rental has won the top "Renter Rated Award" for exceptional customer service among independent car rental operators for the past three years. Chad attributes this to hiring and training excellent staff who provide exceptional customer service and always giving the customer more than what was expected.


Chad is married, has three children and resides in Northern Utah. He loves family time, traveling, golf, spectator sports, & classic rock music. He also enjoys community service opportunities and is an active member in his church.

Nate Henrie

Commercial Sales Manager

Nate Henrie is a Utah native.  He has a great passion for the state, the great culture, and the surroundings it provides.  He studied Geology at Weber State University in Ogden, UT, and has worked at Rugged Rental since 2010 where he started his work with us as a detailer. He then moved up to be one of our sales associates at our Layton Utah sales lot and later took on the role of Operations Manager for the company.  He is now our Commercial Sales Manager and is here to help customers with their long-term vehicle needs.  Nate is all about the customers and making sure their needs are met and they get the service they deserve.

Brody Horton

Marketing Manager

Brody Horton started at Rugged Rental as a detailer and receptionist before taking the Sales & Marketing Manager role. Brody is passionate about the customer experience and takes a hands-on approach to making sure every customer receives excellent care. 

Outside of work Brody is a weekend DIY guy and stays busy with his wife and their four kids. They recently bought an old farm house and are remodeling the entire home as a family.

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