FuelUp (Provo, UT), a BYU Sandbox startup, is transforming fuel delivery with its innovative mobile service, eliminating trips to the gas station. Through strategic pivots and customer engagement, FuelUp is scaling rapidly.
March 6, 2025 - Provo, Utah
In a world where convenience reigns supreme, one Utah-based startup is taking "filling up" to the next level. FuelUp, a mobile fuel delivery service founded by brothers Loren and Cole McClure, is redefining how businesses refuel their vehicles—eliminating trips to the gas station and saving companies time and money. What started as a simple idea in 2023 has rapidly grown into a multimillion-dollar enterprise within a year—and they’re just getting started.
A Family-Inspired Innovation
We sat down with Loren McClure to learn about how he started FuelUp. It all began with a conversation at home. After reading about a mobile fuel delivery company in Dubai, Kapri McClure, Loren’s wife, came up with the idea. “She said, ‘I hate going to the gas station. You should start this company,’” Loren recalled. She saw an opportunity to bring the same convenience to the U.S., and that spark of inspiration set everything in motion.
That offhand remark sparked a serious discussion between Loren and his brother, Cole McClure, leading to months of brainstorming. Without the deep pockets of their Dubai counterpart, they focused on a lean approach—avoiding the upfront costs of a massive fuel tanker and an expensive app. Instead, they prioritized what they call “unconscious convenience,” a service that allows customers to forget about refueling altogether.
In February 2024, FuelUp launched its fueling service, initially utilizing a specially equipped Ford F-150 pickup truck and targeting residential customers. However, they quickly noticed that revolutionizing an industry that has been the same for the past 60 years was going to be harder than they initially thought. “We were stuck,” Loren admits. “We spent too much time on the website and pricing and not enough time talking to customers.”
A key advisor challenged them to engage more directly with potential clients. FuelUp began sponsoring local fairs and parades, leading to a breakthrough moment: an auto dealership in Draper recognized the service’s value and became their first business customer.
That dealership changed everything. “We hadn’t even thought about doing B2B,” Loren stated. But the demand and hole in the market for servicing SMBs was immediate and undeniable. “We talked to the dealership on a Saturday, and by Monday morning, they asked if we could serve them that day. They needed it yesterday.”
By the end of 2024, Provo-based FuelUp had shifted to include a business-to-business (B2B) model, focusing on industries where vehicle downtime directly impacts revenue. Today, they serve auto dealerships, landscaping companies, pest control services, and other home service businesses. focusing on industries where vehicle downtime directly impacts revenue. Today, they serve auto dealerships, landscaping companies, pest control services, and other home service businesses. This pivot not only improved operational efficiency but also accelerated growth.
A No-Brainer for Businesses
The value proposition for businesses is clear: FuelUp saves time and money. Instead of paying employees to drive to gas stations—a non-revenue-generating task—companies pay FuelUp to bring the fuel to them. “For a plumber, it means one more service call a day,” explained McClure. “For landscapers, it means more properties covered. The time savings quickly add up.”
FuelUp is a Utah-based fuel delivery startup operating on a subscription model, tailoring pricing to the frequency and scale of service. “We price-match local gas stations,” said McClure, making the service a “no-brainer” for cost-conscious business owners. Monthly pricing starts at $14.95 plus fuel at typical gas station prices.
Operationally, FuelUp keeps things efficient. Each fuel delivery truck carries three fuel types—regular, premium, and diesel—and can service multiple vehicles during a single visit. Drivers are equipped with software that provides detailed instructions, ensuring the right fuel goes into the right tank every time.
FuelUp is now operating in Utah and Arizona, with eight part-time drivers, and plans to expand. Their trucks run on the Ford F-150 platform, chosen for its reliability and adaptability. They are also preparing to launch a graveyard shift to serve businesses overnight, reducing traffic-related delays and increasing customer convenience.
Scaling Smart: Growth, Hiring, and Future Plans
According to McClure, reliable employees are key to their success. “It’s a high-touch service. You need people who show up on time and pay attention to details,” he emphasized. FuelUp also pre-sells in new markets before expanding, ensuring a customer base is in place before trucks hit the road.
The company is also exploring fleet management solutions, including fuel tracking and usage analytics, to provide businesses with insights into their fuel consumption and cost-saving opportunities. These features could further enhance FuelUp’s appeal, offering not just fuel delivery but a more integrated approach to fleet efficiency.
To meet the growing demand, FuelUp is actively hiring additional drivers and investing in training to maintain the highest service quality. The company is also engaging with local business associations to spread awareness and expand its reach. “We’re committed to making refueling as seamless as possible,” McClure said. “We want businesses to focus on what they do best while we handle the fuel.”
Beyond Fuel: The Vision for the Future
While fuel delivery is the core offering, FuelUp's vision extends far beyond gasoline. McClure envisions a future where vehicle maintenance is as effortless as filling the tank. “In time, we’ll offer windshield washer refills, tire pressure checks, even oil changes — and more. The goal is to make the important issue of car maintenance something drivers never have to think about.”
FuelUp’s community-focused approach is also driving its next steps. In one Arizona neighborhood, a generous resident pays the subscription fee for the entire community to receive weekly fuel deliveries. Group discounts and personalized service are part of the company’s strategy to deepen local ties.
Expanding on the idea of automation, McClure hopes that FuelUp will eventually integrate predictive technology—analyzing vehicle usage patterns to recommend optimal refueling schedules. This would ensure that businesses always have fuel when needed, minimizing downtime and optimizing operations.
Additionally, FuelUp is working on sustainability initiatives, exploring partnerships with alternative fuel providers, and testing carbon offset programs for businesses looking to reduce their environmental footprint. “We know fuel consumption has an impact,” said McClure. “If we can help companies be more efficient and eco-friendly, that’s a win for everyone.”
As for their rapid growth, McClure remains both excited and pragmatic. “We’re growing faster than we can keep up with,” he exclaimed, noting that they are actively fundraising to meet rising demand and stay ahead of emerging competitors.
To learn more or schedule a consultation, check out FuelUp's Instagram and website.