kelson isn't the only one racing to rent n roll on payday. the rent-to-own industry's fastest growing segment is the tire and wheel business. here consumers rent or buy a new set of tires and make small weekly payments. if they take too long to pay it off, customers can end up paying twice as much for the tires. you definitely pay more if you don't pay it off early. ceo larry sutton's business is booming. when he started his first rent-n-roll in 2000 70 percent was focused on flashy rims. now tires make up half his business, and rent and roll is the 17th largest tire dealer in the country. with household income down five percent since 2009, and credit still hard to come by, the recession is playing the largest role in rent n roll's success. sutton says his customers simply can't afford to shell out a large amount of cash for tires. but they still have a need to keep their cars safe. a lot of people that had the cash and were credit-worthy, all of a sudden didn't have the cash, didn't have a job, but yet they still needed a decent set of tires